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Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing Jim Cahill  Chief Blogger/Marcom Manager, Emerson
My Background <ul><li>Chief Blogger and Marketing Communications Manager </li></ul><ul><li>19 Years with Emerson </li></ul...
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 ...
Most Web 2.0 applications are subscribable via RSS feeds Import my automation feeds:  www.bloglines.com/export?id=JimCahil...
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   face...
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...
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 <ul><li>www.slideshare.net/JimCahill/challenges-perils-and-opportunities-in-web-20-for-automat...
In my 2½ years, it’s been an exciting journey
Thank You!
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Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing

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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&apos;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&apos;t tell you this, because as us marketing and sales professionals know, you&apos;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!
  • Transcript of "Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing"

    1. 1. Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing Jim Cahill Chief Blogger/Marcom Manager, Emerson
    2. 2. My Background <ul><li>Chief Blogger and Marketing Communications Manager </li></ul><ul><li>19 Years with Emerson </li></ul><ul><li>Author of www.EmersonProcessXperts.com blog </li></ul><ul><li>Profile at: www.LinkedIn.com/in/JimCahill </li></ul>
    3. 3. There’s a Shift in the Information Flow Going On
    4. 4. It’s felt by all of us Automation Sales and Marketing Professionals
    5. 5. One-way communications directed at our audience doesn’t work like it once did
    6. 6. Hugh MacLeod may have said it best www.gapingvoid.com/ifyoutalkedtopeople.jpg
    7. 7. In finding answers, our audience seeks a dialog
    8. 8. Web 2.0 (a.k.a. Social Media) helps bring back the real-speak
    9. 9. Time for a story blip.tv/file/855937
    10. 10. Web 2.0, a quick definition from a Web 2.0 application http://en.wikipedia.org/wiki/Web_2.0
    11. 11. Blogs, short for weblogs, are conversational and human-voice Automation-related ones: www.bloglines.com/public/JimCahill EmersonProcessXperts.com
    12. 12. 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
    13. 13. Microblogging sites like Twitter like instant messaging for all Twitter.com Twhirl.org Twitter.com/JimCahill
    14. 14. Social networks connect people to business and personal friends LinkedIn.com Facebook.com LinkedIn.com/in/JimCahill facebook.com/people/Jim_Cahill/693394549
    15. 15. Tagging expresses to others what interests you and saves it for later Delicious.com
    16. 16. Delicious.com demo
    17. 17. Wikis are collaborative sharing of information Wikipedia.com Sites.google.com
    18. 18. Photo sharing sites provide ways to upload, tag and comment Flickr.com Picasaweb.google.com
    19. 19. Video sharing sites bring educational opportunities Youtube.com
    20. 20. There are many, many more—some we’ve mentioned, others not Last.FM
    21. 21. There are services to pull your on-line presence all together Friendfeed.com
    22. 22. Have I covered all the Web 2.0 applications?
    23. 23. So what are the challenges, perils and opportunities?
    24. 24. Let’s start with the challenges www.freedigitalphotos.net
    25. 25. We know the status quo and we’re good at it
    26. 26. Our audience has more ways to tune us out
    27. 27. Marketing Defenses are increasing
    28. 28. With whom is more consideration placed?
    29. 29. Messages are getting lost in a sea of spam
    30. 30. Less and less are we in control of message—more public than ever
    31. 31. Let’s move on to the perils www.freedigitalphotos.net
    32. 32. Another story—the textbook case of loss of control of the message ****
    33. 33. There’s a night and day’s difference at Dell
    34. 34. Top of the list, getting started www.freedigitalphotos.net
    35. 35. Lots of legal issues to sort through
    36. 36. What we have recommended to Web 2.0 participants www.emersonprocessxperts.com/exchangeresources/
    37. 37. 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 .
    38. 38. Our work may be openly critiqued www.emersonprocessxperts.com/archives/2008/06/process_control.html
    39. 39. It takes more time to participate than you might suspect
    40. 40. Sometimes the conversation can go on
    41. 41. Expect to feel the pressure to publish or perish
    42. 42. Have I scared you off yet? Well, what are the opportunities? www.freedigitalphotos.net
    43. 43. Monitor your company and brands with RSS Searches or email alerts BlogSearch.google.com and News.Google.com
    44. 44. Or monitor standards, technologies, yourself, etc.
    45. 45. Closer relationships with the editor community—Twitter ex.
    46. 46. Discovering editorial opportunities
    47. 47. Building ad-hoc communities
    48. 48. Voice over IP chat
    49. 49. Connecting people to solve problems and find opportunities
    50. 50. Having impromptu meet ups based on your travels search.twitter.com/search?q=tweetup+austin
    51. 51. Contributing base-level knowledge
    52. 52. Online listening and response helps turns negative into positive
    53. 53. Listening and doing customer research in real-time
    54. 54. Some baby steps to consider <ul><li>www.slideshare.net/JimCahill/challenges-perils-and-opportunities-in-web-20-for-automation-marketing-presentation/ for this presentation </li></ul><ul><li>delicious.com/JimCahillDotNet/ISAMarketingSales2008 for all the links shared today </li></ul><ul><li>Start by listening with RSS—news feeds, blogs, persistent RSS searches </li></ul><ul><li>Try some of the applications like LinkedIn and Twitter </li></ul><ul><li>Consider reading the books ClueTrain Manifesto and Groundswell for philosophy and strategic framework behind your Web 2.0 plans </li></ul>
    55. 55. In my 2½ years, it’s been an exciting journey
    56. 56. Thank You!
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