Social Media for Process Automation - Why?


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Some reasons process automation suppliers may want to consider the use of social media in their business efforts. Presented by Jim Cahill at the 2011 Valve Manufacturers Association Market Outlook Workshop (

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  • 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.
  • It isn’t about the tools and channels it’s about the relationship we build – what it enables people to do...
  • Google provides answers in seconds to many, many things. I believe it’s changing expectations on how quickly people want answers from our businesses.
  • You may have seen studies like this one saying that social media is not big in our world of automation. Here’s the part that jumps out to me. 95% find search very useful or useful, by far the leading answer on ways to find information.
  • Many of our existing processes are built for repeatability, but not for speed. Given the increased response time expectations, their might be ways social media can help.
  • Now I know what you’re thinking… that I spared no expense for graphics artist talent for this presentation. Actually it shows that someone who had difficulty making it through kindergarten based on their drawing talents could still persevere and become an engineer turned marketing turned social media person, all in one lifetime.Actually there are brain studies that show crude drawings can grab your attention and cut through all the marketing and digital noise being heaped upon us all.
  • Groundswell would have been a great book to have had before we started, but our story begins roughly 6 years ago.
  • 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.The issue with YouTube among manufacturers seems to be mostly with their IT organizations blocking it. Sites like this one provide reasons to change the policy.
  • 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.
  • Think Youtube 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.
  • Huge among the 20 something’s 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.”
  • 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.
  • Social Media for Process Automation - Why?

    1. 1. Social Media—Why?<br />Jim CahillChief Blogger / Head of Social Media<br />
    2. 2. Who’s Behind that Social Media Column in Valve Magazine?<br />
    3. 3. It’s Growing. It’s Global. It’s Cross-Generational<br /><br />
    4. 4. How We Tend To Think About Social Media<br /><br />
    5. 5. <br /><br />Think People-To-People, Not Applications<br /><br />5<br />
    6. 6. 1. So Why Should Our Businesses Care?<br />
    7. 7. A Chemical Engineering Magazine Study—It’s All About Search<br />
    8. 8. Does Your Sales and Service Response Meet These Expectation?<br />
    9. 9. 2. So Why Should Our Businesses Care?<br />Competition for attention<br />
    10. 10. Our Customers Are Being Bombarded and Our Messages Are Less Effective<br />“The average American is exposed to over 3000 ads every day. The ads increasingly encroach upon our public space -- our schools, our public transportation, our buildings, and even our beaches" (a new technique enables the advertisers to stamp their ads onto the sand at beaches.)<br /><br />
    11. 11. “Our work demands the broadest skill set of any engineering discipline—it requires knowledge of chemical processes, mechanical, electrical, electronics, software, networks and IT” –John Berra<br />3. So Why Should Our Businesses Care?<br />Sheer amount of knowledge our customers require<br /><br />
    12. 12. 4. So Why Should Our Businesses Care?<br />Dwindling local peer group of experts<br />
    13. 13. Less Experienced Engineers Don’t Have The Peer Circle They Once Had<br />
    14. 14. 5. So Why Should Our Businesses Care?<br />Communications in constant state of change<br />
    15. 15. Our Businesses Need to Adapt to Changing Communications<br />
    16. 16. A Quick look at Popular Social Media APPS<br />
    17. 17. The Most Critical Social Media AppBy Far<br />
    18. 18. Twitter—140 Character Microblog, Integrated With Cell Texting, Follow/Follow<br />Twitter is like a Text Message with a BCC: To The World<br />
    19. 19. YouTube—Shared User-Generated Videos<br />Share Successes, How-to’s, Training, Demonstrations<br />
    20. 20. LinkedIn—Bio, Education, Interests, Expertise & Link Networks Together<br />The Social Network of Business Professionals<br />
    21. 21. Slideshare—User-Generated Presentation Sharing<br />SlideShare = Presentations<br />
    22. 22. Facebook—Increasingly A Business Communications Channel<br />750 Million Participants and Rapidly Growing<br />
    23. 23. WAYS Social Media CAN HELP YOUR BUSINESS<br />
    24. 24. Customer Expectations—Get People to the Surface of Your Organization<br />Focus a/some resource(s) on listening<br />Use tools for listening—Google Alerts, Radian6<br />Monitor LinkedIn, Facebook, Twitter, Google+<br />Engage negative commenters with your organization<br />Thank positive commenters<br />Rapid response builds positive word of mouth<br /><br />
    25. 25. Competition for Attention—Build Thought Leadership<br />Engage with members of the trade press / analyst community through blogs, Twitter, Facebook, LinkedIn<br />Provide a point of view through a focused blog<br />Collaborate with other experts on books, webinars, videos<br /><br />
    26. 26. Sheer Knowledge Required—Build Peer-to-Peer Communities<br />
    27. 27. Retiring Expertise—Make Expertise More Publicly Available and Searchable<br />
    28. 28. Changing Communications –Embrace the Change, Have Focused Efforts<br />
    29. 29. 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:<br />
    30. 30. RESULTS<br />
    31. 31. Net Result—Participation Opens Up New Business Opportunities<br />
    32. 32. Net Result—Faster Responses Build Loyalty and Positive Word of Mouth<br />
    33. 33. Participating at the Surface Opportunities for Your Experts to Interact with Others<br />
    34. 34. THANK YOU!<br />Let’s Stay Connected<br />Jim Cahill<br /><br />@JimCahill<br /><br /><br />