creating emotional brands - b2b marketing summit - scot mckee

B2B Case Study

CreatingEmotional Brand

Resonance

Scot McKee, Managing Director, BirddogJune. 2012

www.birddog.co.uk

@scotmckee

Introduction

Territory for Today

The Background

A B2B Marketing Case StudyContent Marketing FocusUsing Social MediaAnd Community ManagementTo Create Emotional Brand Resonance

The Request

A story about a ball of string(Actually, it’s a ‘fiber’)And a loaf of bread

The Presentation

The loaf introduces the client (you’ve never heard of)

The Presentation

And their products(you use every day)

The Presentation

• ‘Bright Science. Brighter Living.’

• Life Sciences & Materials Sciences

• Provide ingredients for health & nutrition

• Sustainable, healthier, nutritious,

better performing products

• WW Revenues € 9.0 bn /22,000 Employees

The Client - DSM

E.g. The world’s largest mfr. of enzymes used in almost every baking product. Who knew…?

The Client

Huge reach across extensive value chainsBut, ingredient brands are ‘invisible’

The Challenge

The Product

It looks like a ball of stringBut looks can be deceptive…

The Product

‘

‘The world’s strongest fiber’15 x stronger than steel weight for weight

The Product

B2B brands no longer have a single customer

Dyneema®

Customers (plural) stretch across value chains

Dyneema®

Objective: harness emotional response to the function, and attach it to the Dyneema® brand

Dyneema®

Every engagement provides opportunity to reinforce the Dyneema® brand

Dyneema®

Not just to the individual customer,but across their connected networks and communities

Dyneema®

The power of one Becomes the power of many

Dyneema®

Hub & Spoke Strategy

Content Strategy

Earn interest instead of buying it

Content Strategy

Building relationships instead of ‘selling’

Audience Personas

The audience was… a challengeSo we had to look wider, deeper

Creative Platform®

After…

Creative Platform®

In a connected world, your brand is the community hub

Know your audience

You no longer just sell a product to a buyerYou engage connected communities

Know your audience

Your content:

Creates conversationFacilitates discussionEnables connectionsExtends networksLeads opinion

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

Here’s a typical exampleThe ‘Turnerminator’

Know your audience

We know quite a lot about the Turnerminator

Know your audience

Mainly, we know he likes hammocks

Know your audience

(Yes, there really is a hammock forum…)

Know your audience

You can tell he’s crazy because he has a knife

Know your audience

And he goes to places like this…

Know your audience

…just 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

How do I know all this?

Know your audience

Because he told the world, online

From that (and other stories) we learned that customer needs would drive business content

Know your audience

If we could engage the communities

Know your audience

And provide relevant content

Know your audience

We could connect them to the Dyneema® brand

Know your audience

The Strategy – A Cunning Plan…

The Dyneema Story

Before we started….

Dyneema360.com

Dyneema360.com

Where we ended up

Dyneema360.com

Dyneema360.com

Dyneema360.com

Dyneema360.com

Dyneema360.com

Dyneema360.com

Content

What are we doing?

Content: Sustainable Blogging

What is it?A blog article written on sustainable fisheries in Scotland.

Content: Sustainable Blogging

What’s the connection?Dyneema® fiber is used to make these particular fishing nets.

Content: Sustainable Blogging

Why did we do it?Engage the online fishing community Position Dyneema® as a sustainable brand

Content: Heart Pounding Video

What is it?A video capturing the struggle endured by the Puma Sailing team as they compete in a 9 month race around the world

Content: Heart Pounding Video

What’s the connection?The ropes used by the Puma Sailing team are made using Dyneema® fiber

Content: Heart Pounding Video

Why did we do it?Engage the online sailing communityPosition Dyneema® as an action & adventure brand

Content: Interesting Infographic

What is it?An infographic highlighting rock climbing facts, with a focus on safety and risks

Content: Interesting Infographic

What’s the connection?Dyneema® fiber is used to make high-performance rock climbing rope and slings

Content: Interesting Infographic

Why did we do it?Engage with the online rock climbing communityPosition Dyneema® as a safety brand

Content: Well Timed Image

What is it?An image shared on May 22nd

National Maritime Day in America

Content: Well Timed Image

What’s the connection?Giant ropes made using Dyneema® fiber are used in almost every aspect of the maritime industry

Content: Well Timed Image

Why did we do it?Engage with the online maritime community Position Dyneema® as a maritime brand

Content: Innovation Interview

What is it?A two part interview with the inventor of the Hungarian ‘Stringbike’

Content: Innovative Interview

What’s the connection?String made with Dyneema® fiber is used to power the bike’s driveshaft

Content: Innovative Interview

Why did we do it?Highlight creative new uses of the fiber Position Dyneema® as an innovative brand

Multi Platform Sharing

The web is huge

Multi Platform Sharing

We are tiny

Multi Platform Sharing

To be heard around the world, we share our content on multiple relevant platforms

Multi Platform Sharing

All of the content we create lives on the HUB.

Multi Platform Sharing

Blog articles and interviews are shared via Facebook and Twitter, along with other content

Multi Platform Sharing

Videos are shared via Facebook, Twitter and YouTube

Multi Platform Sharing

Images and infographics are shared via Facebook, Twitter, Pinterest, Visual.ly and other infographic aggregator sites

Multi Platform Sharing

Bam! Our voice is heard around the world

Brand Monitoring

So what does it all mean for the almighty ROE…?

Results

Well, here’s how we did at launch.

Results

A bit better at the end of the first month…

121

Total Followers

7

Total Fans

Results

End of month two and we’re finding our stride...

303

Total Followers

91

Total Fans

144

End of the third month and we’re on fire

616

Total Followers

705

Total Fans

228

Results

Results

We are now into the 4th month of the campaign with no signs of slowing

Launch Month 1 Month 2 Month 30

100

200

300

400

500

600

700

800

TwitterFacebookYouTube

Results

We’re tracking customer advocacyWe’re measuring community sentimentWe’re monitoring competitive performance

And we’re making lots of new friends…

Results

Dominic loves fishing with Dyneema® and even did his school project on DSM Dyneema!

Results

Pete is a member of a hiking forum where he shared pictures of his latest trek, using a Dyneema® sled

Pete Teepee

BushcraftUK

Peterborough, UK

“I love the stuff and its made its way into half my gear! It’s a modern marvel.”

Pete made a toboggan with Dyneema®

Results

Mike and Rebecca left everything behind to live out their dream on a boat, kitted with Dyneema® rope.

The communities are engaging with us……And their networks

We’re engaging with them……And their networks

And it’s all about…

Results

Creating Emotional Brand Resonance

And the content keeps on coming…

Thank you (and be social…)

Scot McKee

http://www.birddog.co.uk

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Further Resources

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

change@birddog.co.uk

Change Happens

Scot McKee, Managing Director @scotmckee