Scot McKee, Managing Director of Birddog, shares 9 things he wishes he knew earlier about social media marketing. He discusses how social media is about life, not just work, and how old school marketing tactics do not work in social spaces. McKee emphasizes that sharing valuable content is important, social media requires strategic planning and investment, and businesses no longer control their brand online. He stresses the importance of always responding, moving beyond just listening, and having clear goals beyond social media itself.
5. It’s not about lunch
“Who cares what you had for
lunch…?”
4,783 people when I tweeted
this pic of an inconsiderate train
companion.
Businesses use the „lunch
excuse‟ to avoid joining social
conversation.
It‟s a poor excuse because
they‟re all missing a BIG
opportunity!
6. It’s not about lunch
How BIG exactly?
Well, 225m LinkedIn users, for a start.
7. It’s not about lunch
B2B social media isn‟t just
about „work‟ though.
Because that would be
really… really… really…
boring.
B2B social media is
about life.
8. It’s not about lunch
Which is a lot more interesting.
At work, you don‟t just talk about work.
You talk about…
28. Old school sucks
In the bad old days, mailers or
emails were enough.
Tactical decisions based on
materials and widgets were easy.
But you can’t just ‘push’ sales
messages through social
channels.
30. Old school sucks
Old ROI measurements don‟t
work.
Content has to have value.
Yeah. Oops.
Value is measured through
community.
31. Old school sucks
In a social space, it‟s the only thing that has value.
So old, short-term tactics, need to be replaced.
With long-term, strategic, social planning.
32. Old school sucks
How many business people
use DM/ads to research a
product/service?
How many people attend a
trade show to research a
product/service?
How many business people go
online to research a
product/service?
How many people clicked a
link from a friend to research a
product/service?
Source: http://is.gd/ListenBlog
33. Old school sucks
How many business people
use DM/ads to research a
product/service?
How many people attend a
trade show to research a
product/service?
2%
5%
How many business people go
100%
online to research a
product/service?
How many people clicked a
link from a friend to research a
product/service?
95%
Source: http://is.gd/ListenBlog
34. Old school sucks
Is that engagement behaviour reflected in your non-existent Social
Strategy?
Is that buying preference reflected on your shit website?
35. Old school sucks
Is that engagement behaviour reflected in your non-existent Social
Strategy?
Is that buying preference reflected on your shit website?
No
46. Social isn’t free
“It‟s the „Social Revolution‟ baby.”
“Peace, free love and share it all, man.”
“Conversation is free, brother.”
-They said.
47. Social isn’t free
So, if social is all so ‘free’…
How come it‟s so f*cking expensive?
48. Social isn’t free
Well, partly because it requires investment.
Planning the plans takes time.
49. Social isn’t free
Talking to the world, 24x7,
takes time.
Teaching the stupid people
takes time.
Social planning, resourcing,
content creation, distribution,
engagement…
It‟s a strategic business
commitment, not an optional
add-on/afterthought
50. Social isn’t free
Social needn‟t be expensive of course.
You can/should use the ‘power within’.
Just don‟t leave it too much longer, because, remember,
you‟re already…
56. You don’t control shit
We even let the kids go, eventually.
So what makes you so reluctant to let go of your brand?
57. You don’t control shit
As Jimmy Lee, Vice
Chairman of US
investment bank JP
Morgan discovered.
The brand isn‟t yours anymore. It lives, breathes and
evolves online.
58. You don’t control shit
During deep public resentment towards the
JP Morgan brand.
59. You don’t control shit
JP Morgan announced a Twitter event in November
last year: #AskJPM
.
74. Listening is not doing
Listening used to be a strategy.
I used to say that. I used to believe it.
75. Listening is not doing
I believed in a lot of things.
Disbelief slows corporate engagement.
76. Listening is not doing
Pressing your nose up against the social window is not
engagement. 95-100% of business decisions are made or
influenced online.
Remember?
77. Listening is not doing
Listening provides a short-term, tactical snapshot.
Social engagement is a long-term strategic goal.
Listening is not the same as doing.
82. Everyone’s watching
Assume that everyone‟s watching.
Try to find something interesting or valuable to say.
Targeting a crap message doesn‟t make it any better.
It‟s still crap.
83. Everyone’s watching
Some people will stick around.
They may even tell their friends.
And their friends tell their friends.
That‟s how you build a social audience.
86. Social is not the goal
Social media is a tool.
That‟s it.
87. Social is not the goal
For social to have any value, it
needs to fulfil a purpose.
A mission.
B2B social isn‟t just about being
social online.
It‟s about creating commercial
opportunities offline – in real life.
A clear goal at the start makes it
easier to know when you‟re
succeeding.
88. Social is not the goal
For example – My social activity online
89. Social is not the goal
Led to a conference presentation IRL.
90. Social is not the goal
Which led to social connections online.
92. Social is not the goal
Which led to a general, eh, „chat‟ online.
93. Social is not the goal
Which led to further meetings IRL.
94. Social is not the goal
Which led to deep literary insights online.
95. Social is not the goal
And led to this presentation IRL.
Which I‟ll post afterwards online.
Social creates commercial opportunities online and IRL.
I wish I‟d known that before I started.
96. Social is not the goal
And where will it lead to next…?
I wish I knew.
97. 9 Things I wish I’d known…
1. It’s Not About Lunch
2. Old School Marketing Sucks on Social
3. Sharing Stuff is a Job
4. Social isn’t ‘Free’
5. You Don’t Control Shit Anymore
6. Respond. Always Respond
7. Listening is not Doing
8. Dude, Everyone’s Watching
9. Social Media is not The Goal