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Sticking
       the
Feather
Connecting
Customers
in a
Connected World

Scot McKee, Managing Director, Birddog
April. 2012
Presentation for:




  Connect More Dots Conference, Holland 2012
Introduction
Telling the right story




At the heart of every good story…
At the heart of every good brand…
…is the customer
Stories are complicated




  Language barriers
  Visual disparities
  Cultural differences
Stories are complicated



                  The world’s
                  strongest
                  fibe r




  English words look like this
Stories are complicated



                  Le fibre
                  plus fort
                  du mon de




  French words look like this
Stories are complicated




  American business people
  look like this
Stories are complicated




  German business people
  look like this
The Connected Customer –
Stories are complicated
and a feather up the ass




  Even the way we tell
  the same story is different
Stories are complicated




  In England to congratulate someone,
  we say:
Stories are complicated




  “Put a feather in your cap”
Stories are complicated




  In Holland to congratulate someone,
  you say:
Stories are complicated




  “Stick a feather up your ass”
  Same story, different customer ‘experience
Stories are complicated




  The wider the brand is distributed
  The harder brand clarity & consistency becomes
Key storytelling assets




  Luckily, help is at hand:

  Brand
  Audience
  Channels
Use your brand




 ‘A brand is a perception
 or collection of perceptions
 in the mind(s) of an audience(s)’
Use your brand




 Your brand is how your audience
 ‘feels’ about your business/product/service
Use your brand




 Brand Values
 are more than just motivational posters
Use your brand




 Brand Values
 are ‘behavioural’ – implicit in your actions
Use your brand




 Brand Values
 What you ‘do’ has more impact with customers
Know your audience




 The hole looks the same if you just keep digging
 Remember to look up
Know your audience




 B2B brands no longer have a single customer
 Customers (plural) stretch across value chains
Know your audience




 The differences are unique to them
 But the commonality is unique to you
Know your audience




  Actually, the highest common value is you
Know your audience




 Your brand is what connects your audience(s)
Know your audience




 The challenge is to ensure they’re talking to you
 Not just about you
Know your audience




 Every engagement reinforces the brand across
 connected networks and communities
Know your audience




 Think deeper and wider
 Look for the ‘share’ opportunities
Know your audience




 You no longer just sell a product to a buyer
 You engage connected communities
Know your audience


 Your brand:

 Creates conversation
 Facilitates discussion
 Enables connections
 Extends networks
 Leads opinion

 …connects more dots
Know your audience




 And that’s before you start your day job
Know your audience




 There are the customers you ‘know’
Know your audience




 There are the customers you ‘know about’
Know your audience




 And then…
 …there are ‘the crazies’
Know your audience




 They know all about you, because they’re crazy
Know your audience




 Here’s a typical (and familiar…) example
 The ‘Turnerminator’
Know your audience




 We know quite a lot about the Turnerminator
Know your audience




 Mainly, we know he likes hammocks
Know your audience




 You can tell he’s crazy because he has a knife
Know your audience




 And he goes to places like this… for fun
Know your audience




 This is where he sleeps (yes, in a hammock)
Know your audience




 This is where he cooks and the crap he eats
Know your audience




 These are his crazy friends
Know your audience




 And do you know what he loves?

 What he really, really *loves*…?
Know your audience




 What he loves more than his knife…?
Know your audience




 What he loves more than screwing holes in ice?
Know your audience




 And possibly even more than scaring children?
Know your audience




 He loves Dyneema®
Know your audience




 He loved the lightweight strength of Dyneema®
 So he carried a roll on his trip…
Know your audience




 And turned it into a sled to haul his pack
Know your audience




 I know all this…

 Because he told the world, online

 The important questions are:

 Were you listening?
 And can you connect the dots?
Know your audience




 And what about ‘DarthDude’ in Malaysia?
Know your audience




 Mad as a box of frogs
Know your audience




 Here’s the big moment…
Know your audience




 Yay! Lift-off… or splashdown. (Whatevs.)
Know your audience




 What does DarthDude attribute his success to?
Know your audience




 To Dyneema®
Know your audience




 Even virtual crazies use virtual Dyneema®
Know your audience




 Underwater crazies use Dyneema® to ‘fly’
Know your audience




 Tree cutting crazies discuss Dyneema® with all
 their treetop friends
Know your audience




 Your customers are no longer just ‘businesses’
Know your audience




 They are communities that *love* your product
Know your audience




 But they need your *brand* to connect the dots
Changing channels




 In the past, we used advertising to connect,
 but customers no longer want to be ‘told’
Changing channels




 Traditional advertising isn’t working
Changing channels




 In 2005, ad revenues fell off a cliff
 It’s also when social media exploded
Changing channels




 A decade later, revenues are sill in decline
 Traditional comms have regressed 60yrs
Changing channels




 The only increased circulation - Wall St. Journal
Changing channels




 Because it connected with customers… online
Changing channels




 So the audience has moved online
 To connect, brands need to move with them
Changing channels




 By connecting within customer communities
Changing channels




 But organisations are scared of Social Media…
Changing channels




 So by playing safe, the emotional connection
 between brand and customer is lost
Changing channels




 And yet the main opportunity of social media is
 emotional connection
Changing channels




 Remember that emotions come from people,
 not places or brands

 And people in social places, connect like this…
Changing channels




 This is Prycie
Changing channels




 Prycie wanted to know my ‘fav animal’
Changing channels




 The giraffe had been taken
Changing channels




 But the Pushmepullyou hadn’t…
Changing channels




 So Prycie sent me a left-handed drawing
Changing channels




 She explained why she was practicing drawing
Changing channels




 And shared the early ‘limited editions’…
Changing channels




 I liked my picture so much, I blogged about it
Changing channels




 And sent my blog to Prycie
Changing channels




 She was pleased, and told her whole network
Changing channels




 Prycie was really quite… emotional
Changing channels




 So she told all her Facebook friends too
Changing channels




 I don’t know Prycie
 We’ve never met
 The conversation wasn’t ‘work’

 But connecting your brand to customers isn’t
 always ‘work’
Changing channels




 I know this, because I know what happened in
 the 1 minute 30 secs after my blog post…
Changing channels


                    28 hits in
                    30 seconds…




47 hits in
45 seconds…
Changing channels




 119 hits in 90 seconds
Changing channels




 I know where they came from…
Changing channels




 … what they looked like, and what they said
Changing channels




 That was the first 1 mins. 30 secs.
 But it didn’t stop there
Changing channels




 A connected network keeps connecting
Changing channels




 It may appear unconnected,
 but all roads lead to the brand
 And revenue
Changing channels




 I have Prycie, you have the crazies…
 It’s probably fair
To end at the beginning




  Put the customer at the heart of your story
  Stories are complicated so simplify them
  Use your brand values to guide you
  Know your (connected) audience
To end at the beginning




  Think deeper and wider about communities
  Listen, learn, connect
  Emotions come from people
  Connecting emotion to brands creates revenue
Thank you (and be social…)




                Scot McKee
Further Resources
    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
Change Happens


                     Scot McKee, Managing Director      @scotmckee




© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk /
                                               change@birddog.co.uk

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