Social Media For Bloody Important Senior Executives - Scot McKee
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Presentation given by Scot McKee, Managing Director, Birddog, at the International Hotel Investment Forum, Berlin, 2012. McKee explains how Senior Executives within B2B organizations need to adapt and adopt social media practices to support their brands and achieve value from the 'Social Enterprise'. A video of the full presentation is available at: http://www.birddog.co.uk McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks
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Social Media For Bloody Important Senior Executives - Scot McKee
- 1. Social Media for the C-Suite Why Bloody Important Senior Executives need it, how to use it and protect against reputational risk
- 2. Introduction • Brand • Digital • Social • Content
- 3. Context • How important are you?
- 4. Context • Senior Executives • CEOs • Financiers • Investors
- 5. Context • Pretty bloody important then
- 6. Context • How much do you care • about Social Media?
- 7. Context • About *that* much
- 8. Context • What is • “Social Media”?
- 9. Context • Pink, flowery, marketing stuff…
- 10. Context • Useful at the front end
- 11. Context • But “we” don’t need it
- 12. Context • Because, “We”… • …are bloody important executives
- 13. Context • There’s a problem with that
- 15. The Crowd • Facebook: 750m users • Twitter: 300m users • YouTube: 200m (a day) • Groupon: 115m users • LinkedIn: 100m users Source: Digital Marketing, Craig P. Smith
- 16. The Crowd • Pandora: 100m users • Flickr: 40m users • WordPress: 50m users • Google+: 45m users • Foursquare: 10m users Source: Digital Marketing, Craig P. Smith
- 17. The Crowd • That’s about 2bn users • Across just 10 networks
- 18. The Crowd • Oh, and… • …there are about 800 other networks
- 19. The Crowd • They’re social • They’re connected • They want to be able to contact you
- 20. The Crowd • Not the branded ‘you’ • The ‘social’ you
- 21. The Social You • Customer Services isn’t enough • It’s the start of the conversation • But it’s not the end The Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 22. The Social You • Customers expect to reach Execs. • At the highest levels The Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 23. The Social You • The Social C-Suite
- 24. The Social You • You’re ‘unavailable’? OK…
- 25. The Social You • The crowd will just make you up
- 26. The Social You • It may be amusing
- 27. The Social You • But online reputation is easily damaged
- 28. The Social You • If you don’t manage & control it
- 29. The Social You • Someone else will
- 30. The Social You WTF…?*!!? • The conversation is already happening • With you, without you, about you
- 31. The Social You • Still feeling bloody important?
- 32. The Social You • Or are billions of users starting to worry you?
- 33. The Social You • About *that* much?
- 34. The Good News • Is the opportunity…
- 35. The Social Steps • Listen • Learn • Engage • Influence • Convert
- 36. The Social Steps • Listen • Learn • Engage • Influence • Convert The Social Trinity: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 37. The Social Steps • Listen: • To customers • To competitors • To staff
- 38. The Social Steps • Learn: • The info you need is available • Share it with your community
- 39. The Social Steps • Engage: • Accessible markets • Connections & conversations
- 40. The Social Steps • Influence: • Shaping the agenda • Changing outcomes Brand Amplification: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 41. The Social Steps • Convert: • The power of many • The crowd decides (not you)
- 42. The Social Steps • Yeah, sure, but…
- 43. The Social Steps • “What the fu*k is social media? • We’re ‘Important’ – remember?”
- 44. What the fu*k is ‘social media’? • It’s confusing
- 45. The Establishing Statement • Let’s use a single framework… source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 46. The Establishing Statement For ---------------------------------------------------- (Audience) --------------------------------------------------------- (Brand) is the ------------------------------------------------- (Context) that --------------------------------------------------- (Competency) source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 47. The Establishing Statement For ---------------------------------------------------- (Audience) ---Social Media-------------------------------------- (Brand) is the ------------------------------------------------- (Context) that --------------------------------------------------- (Competency) source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 48. The Establishing Statement For --anyone seeking information or opinion--- (Audience) ---Social Media-------------------------------------- (Brand) is the ------------------------------------------------ (Context) that --------------------------------------------------- (Competency) source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 49. The Establishing Statement For --anyone seeking information or opinion--- (Audience) ---Social Media-------------------------------------- (Brand) is the ----online channel--------------------------- (Context) that --------------------------------------------------- (Competency) source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 50. The Establishing Statement For --anyone seeking information or opinion--- (Audience) ---Social Media-------------------------------------- (Brand) is the ----online channel--------------------------- (Context) that ---connects people with content----------- (Competency) source: ‘Creative B2B Branding (no, really)’, Scot McKee, Goodfellow Oxford, 2010
- 51. Social Media “For anyone seeking information or opinion Social Media is the online channel that connects people with content” - Scot McKee
- 52. Social Media • That wasn’t so tough was it?
- 53. Social Media • Great. Now what?
- 54. Choose Your Weapon • There are 800+ • (Don’t try to use them all…)
- 55. Choose Your Weapon • Social Networks • (e.g. Facebook/LinkedIn)
- 56. Choose Your Weapon • Blogs • e.g. Wordpress/Posterous
- 57. Choose Your Weapon • Wikis • e.g. Wikipedia
- 58. Choose Your Weapon • Forums/Chat
- 59. Choose Your Weapon • Connect Communities • e.g. YouTube/Flickr/Slideshare
- 60. Choose Your Weapon • Microblogging • e.g. Twitter
- 61. I understand, but I’m… • Yes, we know – a Senior Executive • And bloody important
- 62. Why bother? • You’re doing it already • One handshake at a time
- 63. Why bother? • One meeting at a time
- 64. Why bother? • One call at a time
- 65. Why bother? • One presentation at a time
- 66. Why bother? • Isn’t that, you know, a bit… slow?
- 67. Why bother? • To accelerate, you need to participate
- 68. Why bother? • For brands to grow, they need to be social
- 69. Why bother? • The whole company needs to be social
- 70. Why bother? • Not because I want you to • Because customers want you to be
- 71. Why bother? • You’re part of the company • A bloody important part, obviously
- 72. Why bother? • It’s time to hug the crowd
- 73. What bloody important Execs. can do • Start with the familiar • Socialize traditional activity • Integrate & support mkting • That’s it
- 74. Start with the ‘Familiar’ • Blogging • Slideshare • YouTube • LinkedIn • Twitter
- 75. Start with the ‘Familiar’ • Our working example is… • Scot McKee
- 76. Start with the ‘Familiar’ • Yes, I’m bloody important
- 77. Socialize Traditional Activity • Scot McKee, Columnist • B2B Marketing Magazine
- 78. Socialize Traditional Activity • Change ‘Columnist’ • to ‘blogger’ • Delete ‘Magazine’
- 79. Socialize Traditional Activity • Scot McKee, blogger • B2B Marketing
- 80. Socialize Traditional Activity • Syndicate content • Multiple platforms • Delete qualifiers
- 81. Socialize Traditional Activity • Scot McKee, blogger
- 82. Socialize Traditional Activity • Presented by Scot McKee
- 83. Socialize Traditional Activity • Slides are seen once • Then locked in a laptop
- 84. Socialize Traditional Activity • Rewrite, then publish
- 85. Socialize Traditional Activity • Slides that were seen by one • Can be shared by many
- 86. Socialize Traditional Activity • Equivalent 10 yrs. of presentations, in 3 mths.
- 87. Socialize Traditional Activity • Starring Scot McKee
- 88. Socialize Traditional Activity • Presentations/Seminars/Keynotes • Wasted assets lost in the moment
- 89. Socialize Traditional Activity • Video them • Edit • Then publish
- 90. Socialize Traditional Activity • Content seen by few • Can be viewed by many
- 91. Socialize Traditional Activity • Shared by Scot McKee
- 92. Socialize Traditional Activity • LinkedIn is not a job board • You’ve got a job, remember? • A bloody important one
- 93. Socialize Traditional Activity • It’s a community hub • To ‘connect people with content’
- 94. Socialize Traditional Activity • Learn to use it
- 95. Socialize Traditional Activity • Clients, prospects & staff • Are expressing interest
- 96. Socialize Traditional Activity • Rich functionality • Encourages sharing
- 97. Socialize Traditional Activity • Amplifies brands • Enhances reputation
- 98. Socialize Traditional Activity • Twitter is not about lunch • It’s about everything (and lunch)
- 99. Socialize Traditional Activity • Learn to use it
- 100. Socialize Traditional Activity • Cross-network • Cross-platform
- 101. Socialize Traditional Activity • Your network will help you
- 102. Socialize Traditional Activity • Because, you… • …are bloody important
- 103. Final Thoughts • It might look like Social Media is • all about ‘you’
- 104. Final Thoughts • But it’s all about business • ‘All roads lead to the brand…’
- 105. Final Thoughts • Everything I’ve shared • Links directly to Birddog
- 106. Final Thoughts • Everything I’ve shared • Links directly to Birddog
- 107. Final Thoughts • Everything I’ve shared • Links directly to Birddog
- 108. Final Thoughts • Everything I’ve shared today • Links directly to Birddog
- 109. Final Thoughts • Even these slides
- 110. To End at the Beginning… • Listen • Learn • Engage • Influence • Convert
- 111. Socialize Traditional Activity • You can do this • It’s important • Bloody important
- 112. Thank you (and be social…) Scot McKee
- 113. Further Resources • Links: – http://www.birddog.co.uk – http://www.slideshare.net/birddogb2b – http://www.youtube.com/user/BirddogB2B – https://twitter.com/#!/BirddogB2B – https://twitter.com/#!/scotmckee – http://is.gd/mckeebooks Photo Credit: http://www.freedigitalphotos.net