Opportunities in Social Media


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A presentation given to the ISA Executive Board on February 25, 2010. It describes opportunities for social media for businesses and institutions, the Emerson social media story, other companies successes, and pitfalls.

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  • I borrowed and modified the next few slides from an ISA Sales & Marketing keynote presentation I gave the year before last. How we acquire knowledge, skills, and information has undergone a seismic shift.
  • Organizations across many different types of industries and geographies are looking for ways have their talented people have further reach to drive business opportunities.
  • As traditional “push” practices grow ever louder and more shrill, they are being tuned out more and more. Our customers and prospects arelikewise inundated and paying attention less and less.
  • People are finding ways to cut through the noise to find the answers and solve the problems that face them. Applications on the web today, dubbed social media or Web 2.0, provide ways to create a circle of colleagues, friends, family and more to avoid the hype and find genuine answers.
  • I like to think of the 2 in Web 2.0 as 2-way. It’s the basis of conversation, collaboration, and sharing. You may recognize some of these logos of internet sites and applications which support 2-way, or many-to-many types of conversations. I go into a few that we at Emerson use in a little more detail.
  • Twitter is the ultimate water cooler out of the web. It’s a cross between a micro-sized blog where you can express your thoughts in 140 characters or less, instant messaging, and mobile texting. It works on a very simple model where you choose who you want to follow, and in turn others may choose to follow you. There is also a block function to block those who you don’t want to follow you.It’s great for communicating content, pointing to interesting things you find and want to share, or rapid communications during events.
  • I’m sure most everyone is familiar with YouTube. What you may not know is its use in sharing how-to videos, demonstrations, and even this example with the U.S. Chemical Safety Board and their accident investigation findings.
  • Like YouTube only Flickr’s specialty is photos and screen captures. It’s another great way to share how-to’s in the still picture format and provide a large digital footprint for your content.
  • ThinkYoutube and Flickr, but this time for PowerPoint presentations. Like YouTube and Flickr you can also embed the content back on your website or blog. It also has capability to upload and sync voice to give a fully narrated presentation.
  • LinkedIn is really the top site for business professionals to link together to share their bios, education, interests, and expertise. It has friend of a friend reach which significantly extends the reach of your business connections.It’s really started to come alive recently with the its groups, status messages, and Q&A area.
  • Huge among the 20 somethings and teenage set, Facebook has grown for business use as a place for communities to grow, flourish and exchange information with one another.“According to Web measurement firm Compete Inc., Facebook has passed search-engine giant Google to become the top source for traffic to major portals like Yahoo and MSN, and is among the leaders for other types of sites.” http://bit.ly/9JlDGk
  • Research. Reference Tom Moser Article in InTech magazine.
  • Groundswell would have been a great book to have had before we started, but our story begins roughly 6 years ago.
  • Years ago we were seeing a trend of the increasing importance of services in automation projects. In the mature markets companies were destaffing their engineering groups and in developing areas large, complex greenfield projects required experienced project teams and project management.
  • My team’s background had been in product marketing communications but around this time we brought together our systems and solutions business. Our challenge was that marketing services was very different than marketing products.
  • This study goes back 5-6 years but I believe has become even more pronounced as all web browsers embed search bars in them.
  • After successfully piloting an intranet blog and proving the visibility of post with our internal Google search appliance, we successfully navigated our legal, HR, and marketing hierarchies to launch the Emerson Process Experts blog.The mission began and still remains: to connect folks who find the blog posts with the Emerson people behind the technologies and expertise. From its humble beginnings, we’re up to 40,000 visits each month and 900-1000 subscriptions.I included a post with an embedded presentation to tease my next slide…
  • In the posts I take advantage of content I’ve posted in SlideShare, YouTube, and Flickr to make the post richer and increase the digital footprint. I also do an audio podcast of almost every post. Customers and sales folks gave me feedback that they have long commutes and wanted the audio version of each post, so I created an iTunes channel and MP3 subscription.
  • The blog has increased the findability of our expertise, not only in the blog posts, but in content it links to back on the www.EmersonProcess.com website.
  • With every post I provide my contact information by email, phone, twitter, voice over IP, etc as well as an email link to the expert I feature. Some of the folks who contact me send RFQs, requests for consultation, offers of technology collaboration, resumes, and more.
  • If you’re experience is similar to mine, one visit to your legal counsel will scare you to death. There’s a lot of bad things that can happen if you don’t follow the rules.The peril is that these legal issues are real and must be worked through.
  • Information Overload - It estimated that an average American is bombarded with over 6000 marketing messages a day. You are competing for the attention of your audience like never before. The old way of marketing was to distill your message down, polish it to perfection as a brochure, case study, or whitepaper. The new way to market is to break your message into short, consumable topics, get the frequency up and become more visible to people seeking the expertise that you provide. Information Overload has created a new subscription-based model that is unlike email where the information is pushed to the receiver. In the new RSS model, information seekers choose what they want to receive.
  • Another challenge we marketers face is that the pearly words we create are not as valued as what other folks say. I think Amazon.com is a good example of this. If you want to purchase something, do you place more weight on the official review or the customer reviews? A few years back when I was looking for an HDTV, I spent much more time on A/V forums than on the HDTV manufacturer websites, because I thought I’d get unbiased opinions to help me decide the technology and manufacturer.The challenge is that non-marketers’ opinions are held in higher value than any pearly words we produce.
  • Another peril is the nature of two-way communications… our work is open to being critiqued. Those that read my blog will see my Texas upbringing during my formative years and the way I can mangle the English language. From time to time, like this example, I get reminded on the rules of grammar. Like many Engineers, I suffered that SAT numerical imbalance between math and grammar. Like all things, I get wrong, I tried to follow the bloggers creedo of being open, honest and transparent.On the up side, I get to share my grammar lessons with other similarly-afflicted folks!
  • Read the Dell case study at pp 205-213 of the best-selling business book, Groundswell. It started when a famous PR blogger Jeff Jarvis had a really bad customer service experience with Dell that he decided to share on his blog. It unleashed a flood, not the 253 comments on this post entitled, Dell lies. Dell sucks.This unleashed other sharing their experiences and these posts quickly rose to the top of the Google search engines… do far more damage to the Dell brand than all the advertising and PR Dell was doing to build the brand.Not only was Dell not listening, their financial performance was beginning to sink.The peril in this story was that Dell was not participating in any form of social media and not listening by following what others were saying. Their carefully built brand was rapid coming undone.
  • It started with listening and responding to what was being said with the full support of Michael Dell who enabled a small team.I’ve heard that they have 20 people who monitor participate now by using some of the applications we’ve discussed and monitor what people say about Dell. They thank the positive comments and connect folks with negative comments with Dell folks who can help solve the issue.It took a crisis for to join the Web 2.0 world and they have in a huge way.
  • Opportunities in Social Media

    1. 1. Opportunities in Social Media - Part 1<br />Jim Cahill, Chief Blogger / Marcom Mgr<br />Jon DiPietro, e-Marketing Manager<br />
    2. 2. There’s a shift underway in how we acquire knowledge and skills<br />
    3. 3. Organizations are looking for ways to have greater reach of their talented people to stimulate more business opportunities<br />
    4. 4. Traditional methods to create awareness and preference are less effective than ever<br />
    5. 5. Effective social media participation increases listening, thought leadership, discoverability / findability, and trust<br />
    6. 6. Social Media (aka Web 2.0) Facilitates Interactive Sharing, Interoperability, User-Centered Design, and Collaboration on the Web†<br />† http://en.wikipedia.org/wiki/Web_2.0<br />
    7. 7. Twitter—140 Character Microblog, Integrated with Cell Texting, Follow/Follow<br />
    8. 8. YouTube—Shared User-Generated Videos<br />
    9. 9. Flickr—User Generated Picture Sharing<br />
    10. 10. SlideShare—User-Generated Presentation Sharing<br />
    11. 11. LinkedIn—Bio, Education, Interests, Expertise Sharing & Link Social Networks Together<br />
    12. 12. Facebook—Share Your Interests, Photos, Videos, and Affiliations with Your Circle<br />
    13. 13. Develop and execute a strategy to increase your organization’s reach<br />P<br />O<br />S<br />T<br />PeopleAssess your customers’ social activities<br />Objectives Decide what you want to accomplish<br />StrategyPlan for how relationships with customers will change<br />TechnologyDecide which social technologies to use<br />
    14. 14. Ways Organizations Use Social Media<br />Listening<br />Talking<br />Energizing<br />Supporting<br />Embracing<br />Groundswell objectives<br />Roles<br />Research<br />Marketing<br />Sales<br />Support<br />Development<br />Source: Forrester Research<br />
    15. 15. The Emerson Story<br />
    16. 16. In Process Automation, Importance of Services Growing<br />http://bit.ly/PAuto-Trends<br />
    17. 17. The Challenge – Marketing Services Very Different From Marketing Products<br />Services are about people and building belief of<br />Trust<br />Competence<br />Commitment<br />Creativity<br />Built over time through demonstration of traits <br />Not as effectively built through classical communication vehicles like brochures<br />
    18. 18. Overwhelmingly Search Is The Place We Start To Find Information<br />Marketing Sherpa: How Business-to-Business Buyers Use Search<br />
    19. 19. Trend—Blogs and RSS News Feeds Show Up High in Search Engines<br />
    20. 20. Our Solution—Raise Visibility of Emerson Experts<br />Promote thought leadership<br />Become more pervasive in search engines to be more easily discovered<br />Demonstrate competence, trust, commitment, creativity required to sell services<br />Build a community of customers, prospects, industry analysts for particular areas of expertise<br />Grow the business<br />
    21. 21. Emerson = Expertise + Technology<br />The closer our Emerson experts get to process manufacturers seeking expertise, and the more easily they are found via search engines like Google, the more we will grow our business<br />
    22. 22. Blog#1—EmersonProcessXperts.com Began in February 2006<br />
    23. 23. Strategy—Expand Blog Digital Footprint Using Social Media Services<br />Pictures<br />Podcasts<br />Presentations<br />Videos<br />
    24. 24. The Blog Has Increased Findability of Emerson Expertise<br />
    25. 25. Also Leads to Sales Opportunities<br />
    26. 26. More Emerson Blogs Now Out at the Surface of the Web <br />
    27. 27. Twitter Extends our Listening & Gets People and Brands to the Surface<br />
    28. 28. Anyone Remember This Metaphor for Nuclear Fission?<br />www.youtube.com/watch?v=Pmy5fivI_4U<br />
    29. 29. Nothing Spreads Communications Faster than Twitter<br />
    30. 30. Twitter Fostered Community at Emerson Exchange Event<br />Broad participation<br />Tweets on large monitors<br />Promotion<br />Sample stream of tweets<br />
    31. 31. Facebook and LinkedIn Provide Peer-To-Peer Dialog Areas Around Brands<br />
    32. 32. Example of Peer-to-Peer Help<br />
    34. 34. National Instruments—Vibrant Communities Driven By Passionate Community Managers<br />
    35. 35. MarketingProfs.com—Good Example of Free vs. Member Only Information<br />
    36. 36. Pitfalls<br />
    37. 37. Participants Must Understand Legal Issues and Ramifications<br />Copyright<br />FinancialDisclosure<br />Trade Secrets<br />Fair Use<br />Full disclosure<br />Code of Conduct<br />Confidentiality<br />Good Documented Policy: www.ibm.com/blogs/zz/en/guidelines.html<br />
    38. 38. Trends All Organizations Face<br />Information Overloadboth in message volume & channels<br />Choice Overloadchoice removed & no longer limited by geography & proximity<br />Distrust of Traditional Marketing Tactics– People trust stranger reviews more than “marketing speak”<br />Conversations Happening with Greater Visibility and More ParticipantsOne person on-line can reach similar numbers of people as traditional advertising messages<br />Our Expertise is Locked in Our InboxOur most relevant and valuable knowledge is hidden in our brains, our inboxes, and in the presentations that we give one group at a time<br />
    39. 39. Organizations are Less and Less in Control of the Conversation<br />
    40. 40. Traditional Communications Channels like eMails Being Trapped by Corporate Spam Filters<br />
    41. 41. Our work may be openly critiqued<br />www.emersonprocessxperts.com/archives/2008/06/process_control.html <br />
    42. 42. Textbook Case of Loss of Control of the Message—“Dell Hell”<br /><ul><li> In 2005, was on first page of Google Search on DELL
    43. 43. BuzzMachine doubled in visitors to 10K per day</li></ul>****<br />DELL SUCKS. DELL LIES.<br />
    44. 44. DELL Made Strategic Decision to Listen and Participate in Social Media Channels<br />
    45. 45. Path Forward<br />
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