Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing

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