Social Media Impact on Emerson B2B World of Process Automation

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Social Media in B2B marketing presented at Austin, Texas AMA Luncheon-- December 19, 2013

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  • 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 de-staffing 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.
  • 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.
  • 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.
  • The value is building a digital footprint in our areas of expertise where the Google spiders can crawl and reveal this expertise to our customers and prospective customers.
  • From a practical standpoint is that we have to up our game on the Expertise side of the equation.
  • Why? You’re growing your expertise communications network
  • Social Media Impact on Emerson B2B World of Process Automation

    1. 1. Social Media’s Impact On Emerson’s B2B World Of Process Automation Jim Cahill Chief Blogger / Head of Social Media
    2. 2. Flow  About Emerson & Me  Our Emerson Story  Measures of Success  Going Forward  Questions [File Name or Event] Emerson Confidential 27-Jun-01, Slide 2
    3. 3. Emerson At-A-Glance 2013 US $24.7 Billion In Sales Headquarters in St. Louis, Missouri USA NYSE: EMR Diversified global manufacturer and technology provider Approximately 135,000 employees worldwide • Manufacturing and/or sales presence in more than 150 countries • 235 manufacturing locations around the world • No. 120 on 2012 FORTUNE 500 list of America’s largest corporations • Founded in 1890 [File Name or Event] Emerson Confidential 27-Jun-01, Slide 3
    4. 4. Emerson—Technology Leader In Many Markets #1 AC & DC Power Systems #1 OEM Embedded Power #1 Precision Cooling Systems #1 Access & Control (KVM) #1 Power Switching & Controls #1 Control Valves & Regulators #1 Measurement Devices #1 Wireless Devices #1 Alternators #1 Fluid Control #1 Ultrasonic Welding [File Name or Event] Emerson Confidential 27-Jun-01, Slide 4 #1 Compressors #1 Controls #1 Food Waste Disposer #1 Plumbing Tools #1 Wet/Dry Vacuums #1 Integrated Mobile Point-of-Care Carts 4
    5. 5. Sensing, Controlling, Optimizing ―Stuff Flowing Through Pipes‖  Industries – Oil & Gas Production – Refining & Chemicals – Biotech & Pharmaceuticals – Food & Beverage – Metals & Mining – Power, Water & Alternative Energy [File Name or Event] Emerson Confidential 27-Jun-01, Slide 5
    6. 6. Example ―Mega Project‖ – Floating Liquefied Natural Gas Vessel [File Name or Event] Emerson Confidential 27-Jun-01, Slide 6
    7. 7. Located In Round Rock Across I35 From Main Dell Campus On 45 Toll Road [File Name or Event] Emerson Confidential 27-Jun-01, Slide 7
    8. 8. About Me  http://LinkedIn.com/in/JimCahill  Electrical Engineer – Univ. of Texas @Austin  Offshore Oil & Gas Business, New Orleans – 5 yrs  Emerson in Various Sales & Mktg Roles – 25 yrs  Chief Blogger, Social Marketing Leader - 7 yrs [File Name or Event] Emerson Confidential 27-Jun-01, Slide 8
    9. 9. OUR EMERSON STORY [File Name or Event] Emerson Confidential 27-Jun-01, Slide 9
    10. 10. In Process Automation, Importance Of Services Growing [File Name or Event] Emerson Confidential 27-Jun-01, Slide 10 http://bit.ly/PAuto-Trends
    11. 11. The Challenge – Marketing Services Very Different From Marketing Products  Services are about people and building belief of – Trust – Competence – Commitment – Creativity  Built over time through demonstration of traits  Not as effectively built through classical communication vehicles like brochures [File Name or Event] Emerson Confidential 27-Jun-01, Slide 11
    12. 12. Overwhelmingly Search Is The Place Our Customers Go To Find Answers [File Name or Event] Emerson Confidential 27-Jun-01, Slide 12
    13. 13. Trend—Blogs, Forums Show Up High In Search Engines [File Name or Event] Emerson Confidential 27-Jun-01, Slide 13
    14. 14. Our Solution— Raise Visibility Of Emerson Experts  Promote thought leadership  Become more pervasive in search engines to be more easily discovered  Demonstrate competence, trust, commitment, creativity required to sell services  Build a community of customers, prospects, industry analysts for particular areas of expertise  Grow the business [File Name or Event] Emerson Confidential 27-Jun-01, Slide 14
    15. 15. Emerson = Expertise + Technology 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 “Shrink the Time & Distance” [File Name or Event] Emerson Confidential 27-Jun-01, Slide 15
    16. 16. Blog#1—EmersonProcessXperts.com Began In February 2006 [File Name or Event] Emerson Confidential 27-Jun-01, Slide 16
    17. 17. Strategy—Expand Blog Digital Footprint Using Social Media Services Pictures Podcasts Presentations [File Name or Event] Emerson Confidential 27-Jun-01, Slide 17 Videos
    18. 18. The Blog Has Increased Findability Of Emerson Expertise [File Name or Event] Emerson Confidential 27-Jun-01, Slide 18
    19. 19. Also Leads To Sales Opportunities [File Name or Event] Emerson Confidential 27-Jun-01, Slide 19
    20. 20. More Emerson Blogs Now Out At The Surface Of The Web [File Name or Event] Emerson Confidential 27-Jun-01, Slide 20
    21. 21. Brand Communities In LinkedIn Groups, Facebook Pages, YouTube Channels, Etc. [File Name or Event] Emerson Confidential 27-Jun-01, Slide 21
    22. 22. PUBLIC Relations—Getting To Know Trade Press/Analyst Community Better twitter.com/JimCahill/editors/members [File Name or Event] Emerson Confidential 27-Jun-01, Slide 22
    23. 23. Twitter Fosters Community At Emerson Exchange Customer Conference Broad participation Tweets on large monitors [File Name or Event] Emerson Confidential 27-Jun-01, Slide 23 Promotion Sample stream of tweets
    24. 24. Bringing Global Customer Peer-To-Peer Community Together     EmersonExchange365.com [File Name or Event] Emerson Confidential 27-Jun-01, Slide 24 Emerson Exchange 365 Peer-to-Peer Customer Community Launched November 2011 8000+ Members
    25. 25. MEASURES OF SUCCESS [File Name or Event] Emerson Confidential 27-Jun-01, Slide 25
    26. 26. Top Measure - Contacts [File Name or Event] Emerson Confidential 27-Jun-01, Slide 26 “I’m interesting in contacting Chuck Miller regarding BMS or an Emerson Process Expert on BMS for fired heaters with multiple burners”
    27. 27. Sales Opportunities Come From Many Places [File Name or Event] Emerson Confidential 27-Jun-01, Slide 27
    28. 28. Subject Matter Expert Trade Press Opportunities [File Name or Event] Emerson Confidential 27-Jun-01, Slide 28
    29. 29. Traditional Visit & Participation Measures Registered Community Members Active Community Members Most Viewed: Aug-Current Track Total Views [File Name or Event] Emerson Confidential 27-Jun-01, Slide 29 DeltaV Top Level Wireless Valves Analytical Flow 18,106 3,491 1,608 1,245 763 726 Total Forum Post Views/Day
    30. 30. GOING FORWARD [File Name or Event] Emerson Confidential 27-Jun-01, Slide 30
    31. 31. Guidelines & Training [File Name or Event] Emerson Confidential 27-Jun-01, Slide 31
    32. 32. Emerson Brand -> Technology + Expertise Technology Expertise [File Name or Event] Emerson Confidential 27-Jun-01, Slide 32
    33. 33. Increase Our Subject Matter Experts Presence [File Name or Event] Emerson Confidential 27-Jun-01, Slide 33
    34. 34. Creating Thought Leadership Through Relevance Drive the relevance through secondary channels that are relevant storage terminals Industry facilitator Source: http://econsultancy.com/us/blog/11406-seo-and-social-media-get-married [File Name or Event] Emerson Confidential 27-Jun-01, Slide 34
    35. 35. Building Thought Leadership With Global Subject Matter Experts Thought Leadership is simply about becoming an authority on relevant topics by delivering the answers to the biggest questions on the minds of your target audience. “…especially important in B2B. This is because of the complexity and length of the decision-making process in B2B environments and the large number of people involved.” [File Name or Event] Emerson Confidential 27-Jun-01, Slide 35 Forbes: http://jimc.me/ZMVV2M
    36. 36. BABY STEP: Join Specific Emerson Exchange 365 Community Tracks Where our customers talk [File Name or Event] Emerson Confidential 27-Jun-01, Slide 36
    37. 37. BABY STEP: Listen. Follow Customer Companies in LinkedIn / Scan Home Page Gives flavor of what’s being talked about [File Name or Event] Emerson Confidential 27-Jun-01, Slide 37
    38. 38. BABY STEP: Proactively LinkedIn Connect with Folks Customers, Trade press/analysts, Peers, etc. [File Name or Event] Emerson Confidential 27-Jun-01, Slide 38
    39. 39. BABY STEP: Use LinkedIn Status to Share Interesting Articles w/ Connections What you think. Paste in URL. [File Name or Event] Emerson Confidential 27-Jun-01, Slide 39
    40. 40. Imagine Our Reach As Each Of Our Number of Connections Grow [File Name or Event] Emerson Confidential 27-Jun-01, Slide 40 http://inmaps.linkedinlabs.com/network
    41. 41. THANK YOU! Questions? Jim Cahill @JimCahill linkedin.com/in/JimCahill Jim.Cahill@emerson.com [File Name or Event] Emerson Confidential 27-Jun-01, Slide 41
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