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Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing

Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing



Keynote address at the 3rd annual ISA Marketing & Sales Summit - http://www.isa.org/mktsales/

Keynote address at the 3rd annual ISA Marketing & Sales Summit - http://www.isa.org/mktsales/



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  • Bart, Thanks for your comment! I felt good about the presentation and the folks attending the ISA Marketing and Sales Summit seemed to be really engaged and asked great questions. I'll have to tape an mp3 and update the presentation.

    I think if your forum software or community software is Google search friendly you can you can have it do the work of helping folks find things instead of building a database. It may save you some effort.
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  • Hi everybody. I'm Jim Cahill. And before I get started, let me say that this is indeed a true honor. I know people say that all the time, but it really is.   In fact, I shouldn't tell you this, because as us marketing and sales professionals know, you're supposed to play to your strengths and mask your weaknesses.   But in the spirit of Web 2.0 and the openness, honesty and transparency it demands, let me proudly proclaim, that I am a keynote virgin.   Please, be gentle with me!

Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing Presentation Transcript

  • Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing Jim Cahill Chief Blogger/Marcom Manager, Emerson
  • My Background
    • Chief Blogger and Marketing Communications Manager
    • 19 Years with Emerson
    • Author of www.EmersonProcessXperts.com blog
    • Profile at: www.LinkedIn.com/in/JimCahill
  • There’s a Shift in the Information Flow Going On
  • It’s felt by all of us Automation Sales and Marketing Professionals
  • One-way communications directed at our audience doesn’t work like it once did
  • Hugh MacLeod may have said it best www.gapingvoid.com/ifyoutalkedtopeople.jpg
  • In finding answers, our audience seeks a dialog
  • Web 2.0 (a.k.a. Social Media) helps bring back the real-speak
  • Time for a story blip.tv/file/855937
  • Web 2.0, a quick definition from a Web 2.0 application http://en.wikipedia.org/wiki/Web_2.0
  • Blogs, short for weblogs, are conversational and human-voice Automation-related ones: www.bloglines.com/public/JimCahill EmersonProcessXperts.com
  • Most Web 2.0 applications are subscribable via RSS feeds Import my automation feeds: www.bloglines.com/export?id=JimCahill Reader.Google.com Outlook 2007 or Newsgator add-in for earlier versions
  • Microblogging sites like Twitter like instant messaging for all Twitter.com Twhirl.org Twitter.com/JimCahill
  • Social networks connect people to business and personal friends LinkedIn.com Facebook.com LinkedIn.com/in/JimCahill facebook.com/people/Jim_Cahill/693394549
  • Tagging expresses to others what interests you and saves it for later Delicious.com
  • Delicious.com demo
  • Wikis are collaborative sharing of information Wikipedia.com Sites.google.com
  • Photo sharing sites provide ways to upload, tag and comment Flickr.com Picasaweb.google.com
  • Video sharing sites bring educational opportunities Youtube.com
  • There are many, many more—some we’ve mentioned, others not Last.FM
  • There are services to pull your on-line presence all together Friendfeed.com
  • Have I covered all the Web 2.0 applications?
  • So what are the challenges, perils and opportunities?
  • Let’s start with the challenges www.freedigitalphotos.net
  • We know the status quo and we’re good at it
  • Our audience has more ways to tune us out
  • Marketing Defenses are increasing
  • With whom is more consideration placed?
  • Messages are getting lost in a sea of spam
  • Less and less are we in control of message—more public than ever
  • Let’s move on to the perils www.freedigitalphotos.net
  • Another story—the textbook case of loss of control of the message ****
  • There’s a night and day’s difference at Dell
  • Top of the list, getting started www.freedigitalphotos.net
  • Lots of legal issues to sort through
  • What we have recommended to Web 2.0 participants www.emersonprocessxperts.com/exchangeresources/
  • Our customers may not wait for our well-crafted messaging A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed . As a direct result, markets are getting smarter—and getting smarter faster than most companies .
  • Our work may be openly critiqued www.emersonprocessxperts.com/archives/2008/06/process_control.html
  • It takes more time to participate than you might suspect
  • Sometimes the conversation can go on
  • Expect to feel the pressure to publish or perish
  • Have I scared you off yet? Well, what are the opportunities? www.freedigitalphotos.net
  • Monitor your company and brands with RSS Searches or email alerts BlogSearch.google.com and News.Google.com
  • Or monitor standards, technologies, yourself, etc.
  • Closer relationships with the editor community—Twitter ex.
  • Discovering editorial opportunities
  • Building ad-hoc communities
  • Voice over IP chat
  • Connecting people to solve problems and find opportunities
  • Having impromptu meet ups based on your travels search.twitter.com/search?q=tweetup+austin
  • Contributing base-level knowledge
  • Online listening and response helps turns negative into positive
  • Listening and doing customer research in real-time
  • Some baby steps to consider
    • www.slideshare.net/JimCahill/challenges-perils-and-opportunities-in-web-20-for-automation-marketing-presentation/ for this presentation
    • delicious.com/JimCahillDotNet/ISAMarketingSales2008 for all the links shared today
    • Start by listening with RSS—news feeds, blogs, persistent RSS searches
    • Try some of the applications like LinkedIn and Twitter
    • Consider reading the books ClueTrain Manifesto and Groundswell for philosophy and strategic framework behind your Web 2.0 plans
  • In my 2½ years, it’s been an exciting journey
  • Thank You!