THE SMART DIFFERENCEAgents of Change in a Social World   Kathy Button Bell
Discovering and   Bringing our message    Establishing our   Separating ourselvesdeveloping our     to the marketplace    ...
PERCENT OF SALES                    PERCENT OF SALESBY GEOGRAPHY                        BY SEGMENT                        ...
 #1 Market        Bottom-line     Growth  Position(s)      Rigid           Responsive Longevity        Bureaucratic...
Product Brand                  Corporate and Product Brands                 Corporate Brand      only                     ...
All three           Sell the                          elements must           Emerson Brand                     work toget...
$7.0B                $6.8B                 $5.3B             $4.0B           $1.8B Control Valves      AC & DC Power    ...
USE ACTIVE BRANDING TO AMPLIFY OUR VOICE We Must Participate in the Larger Conversation                                   ...
DEFINE PAIN                                                          Marketing         SOLUTION VISION                    ...
New-to-the-   New-to-the- BUSINESS       WORLD  MINOR         MAJOR Revisions     Revisions
Design language reflects Emerson’s improving high tech image
E2                       Terminal Box for Copeland Scroll with P510       Case ControliPro   Smart Contactor        Variab...
PRINT                                                          CONFERENCES              DIRECT MAIL                       ...
Only                                  of B2B firms are            BUT B2B firms                                  using soc...
Guiding Principles of the Digital DialogueLet’s Join the Greater Conversation           Trust                       Conten...
PAID                   OWNED                        EARNED                                                                ...
“Corporate social media will facilitate collaboration and knowledge in very decentralized environments.” – KORN FERRY
NewVisitors                   Returning                           Visitors                Unique                Visitors  ...
Nearly 75% of All Emerson Mentions Occurred on TwitterEmerson_News Followers Grew by 100% YTD Total Emerson MentionsMentio...
UNDERSTANDING THE RISKS Must first understand the amplifying effect on risk that already exists Must second understand the...
…There is Direct Legal Risk•   Employment Law          •   Discovery•   Securities Law          •   Consumer Protection•  ...
Emerson’s Guidelines for “Social Behavior”  Never guess, speculate or offer opinions in areas if you are unsure  whether y...
Creating Change  Training an Army of Young Social Networkersaaaaaaaaaaaaaaaaaa
Showcase Our Young, Smart Talent inthe Annual Report – Online Annual Report                    PROCESS
Leveraging Our “Third Wave” of Young ExecutivesSharing Their Views Through Gateway
New Emerson Careers Website HighlightsThe Smart Difference
Were going to drive our growth …We cant sit back on our assand wait for it to come to us.- DAVE FARR (REUTERS, 2012)
$3.27                                                                      earnings                                       ...
The Smart Difference: Agents of Change in a Social World
The Smart Difference: Agents of Change in a Social World
The Smart Difference: Agents of Change in a Social World
The Smart Difference: Agents of Change in a Social World
The Smart Difference: Agents of Change in a Social World
The Smart Difference: Agents of Change in a Social World
The Smart Difference: Agents of Change in a Social World
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The Smart Difference: Agents of Change in a Social World

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Kathy Button Bell's presentation "The Smart Difference: Agents of Change in a Social World" at the BMA Carolinas on 1/9/13.

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  • We all know there are necessary stages of enlightenment in any organization as you change, innovate and grow … and so it was with Emerson … internally, externally, how we interact with our brand, what’s the experience we have and that others have with us as we moved deeper in this process … how we talk about our selves in all that we do through revealing ourselves through clear, simple, clean design … But once arrived and having established a presence, it is in the application of differentiation that the growth occurs …
  • $24 billion global Fortune 120 company … big customers doing high-stakes critical work …Our businesses #1 or #2 in the industries/markets we serve … 130,000+ people, hundreds of manufacturing sites worldwideAlmost 60% sales outside the US …
  • If we were talking a dozen years ago … would be a very different look and message …We were then a team of passionate problem solving engineers with a satchel full of innovation… But no one knew it, least of all ourselves, and we certainly didn’t show it …
  • Connecting the businesses to Emerson this way simplified our look, streamlined our sales approach and solidified our message … less complex, easier to do business …But it was really just a first step in changing identity and behavior …
  • Integrated Marketing is purposeful, giving voice to authenticity, complexity reduction and integrity. This in turn gives everyone inside the company or who comes in contact with us permission to seek that higher purpose, create value, engage outside of ourselves … and build the loyalty and grow the bottom and top line.
  • Good news for a business that is all about planning and management process is that this differentiation is a achievable through a process -- identifiable, manageable and measurable.Of course our engineers and managers love the process but it matters not to the customers and investors who want the solution. Problem is we used to engage the customer far down the pipe … like maybe stage 5 and we were real smart stage 4.Embracing personal experience through our process before the beginning is key .. Stage gate zero … nothing works without that informed insight
  • Only that way can you get to true solutions …All about changing the game, helping customers succeed and takes true spirited innovation, not just shaving a corner, changing a color or adding a button.Unleashing the authentic Emerson to solve big problems and create bigger solutions if what our marketing reflects today …(I think Kathy will run with this one in her own words…)
  • It’s not about what we make, it’s about what business problems we can solve. It’s not about making widgets – but connecting entire countries. If it’s never been done before – we’ll find a way to do it. That’s the spirit behind everything that we do … and as you can see it remains tied tight and true to our brand and personality.
  • Our personality: If you want to be perceived and understood as smart, dynamic, real, confident and decisive -- simple, innovative – we had to innovate and design technology in ways that revealed that simply and immediately …
  • Our personality: If you want to be perceived and understood as smart, dynamic, real, confident and decisive -- simple, innovative – we had to innovate and design technology in ways that revealed that simply and immediately …
  • And we’re finding new ways to share the thinking that goes into what we do … through “Gateway” for example …
  • And by giving everyone direct access to the great thinkers who lead our business …
  • People are willing to give you credit for who you are and forgive a few foibles …
  • As we have transformed from a relative unknown … “the world’s largest maker of motors” … growing slow and steady for more than a century to perhaps a more volatile but real and relevant company today …
  • The Smart Difference: Agents of Change in a Social World

    1. 1. THE SMART DIFFERENCEAgents of Change in a Social World Kathy Button Bell
    2. 2. Discovering and Bringing our message Establishing our Separating ourselvesdeveloping our to the marketplace presence as a from the packbrand identity. and creating global player and and affirming momentum. thought leader. our leadership. DEFINING PROMOTING ARRIVING DIFFERENTIATING
    3. 3. PERCENT OF SALES PERCENT OF SALESBY GEOGRAPHY BY SEGMENT AT A GLANCE  Founded Middle East Commercial & in 1890 Latin & Africa Residential SolutionsAmerica  Headquartered 5% 8% in St. 5% Louis, Missouri, Climate Process USA Technologies Management Europe 22% United States 16% 28%  $24.2 billion & Canada in sales (2011) 45% Industrial Automation Network  Approximately Asia 21% Power 23% 133,000 27% employees worldwide
    4. 4.  #1 Market  Bottom-line  Growth Position(s)  Rigid  Responsive Longevity  Bureaucratic  Customer-focused Reliability  Insular  Initiative Excellence  Risk averse Leader/Innovator Management  Follower  Connected  Slow LEVERAGE TRANSFORM INSTILL
    5. 5. Product Brand Corporate and Product Brands Corporate Brand only working together only FREESTANDING ENDORSED OVERBRAND MASTERBRAND BRAND BRANDThe organization “Source” brand Individual business A single brand spansconsists of independent provides the business unit or product brands a set of offerings thatstand-alone brands, or product with an operate under strong operate only witheach with little/no aura of credibility family brand. Dual level descriptive offeringsconnection to parent of communications; leverages credibility of source Source: Interbrand
    6. 6. All three Sell the elements must Emerson Brand work togetherEMERSON in order to achieveBUSINESS Sell our marketing industry expertisePLATFORM and solutions objectives Sell individualBUSINESS products
    7. 7. $7.0B $6.8B $5.3B $4.0B $1.8B Control Valves  AC & DC Power  Alternators  Compressors  Food Waste Systems Disposers Measurement  Fluid Control  Controls Devices  OEM Embedded  Plumbing Tools  Ultrasonic Power Wireless Devices Welding  Wet/Dry Vacuums  Precision Cooling  Mobile Point-of- Systems Care Carts  Access & Control (KVM)  Power Switching & Controls
    8. 8. USE ACTIVE BRANDING TO AMPLIFY OUR VOICE We Must Participate in the Larger Conversation Operate in the Stay Forever Young Create Value and Earn Help People Seek Participants, Now – Available – Attention ThroughPursue Purpose Not Targets Wherever Listen, Learn, and Content People Are RespondSource: Digitas
    9. 9. DEFINE PAIN Marketing SOLUTION VISION SOLUTION VALUE CONCEPT LAUNCH & MARKET IDEA CONCEPT DEVELOPMENT DESIGN & RAMP PRODUCTION PRODUCTIONRESEARCH GENERATION FEASIBILITY & PROJECT DEVELOPMENT UP START-UP PLANNING
    10. 10. New-to-the- New-to-the- BUSINESS WORLD MINOR MAJOR Revisions Revisions
    11. 11. Design language reflects Emerson’s improving high tech image
    12. 12. E2 Terminal Box for Copeland Scroll with P510 Case ControliPro Smart Contactor Variable Speed Drive
    13. 13. PRINT CONFERENCES DIRECT MAIL TRADE SHOWS PROMOTIONS TRADITIONAL MEDIA PEERS PEERS PROSPECTS SALES ANDINDUSTRY BUSINESS BUSINESS INDUSTRY AND RELATIONSHIP EXPERTS NETWORK NETWORK EXPERTS CLIENTS MANAGERS CUSTOMERS CLIENTS SEARCH INTERACTIVE ENGINES ADS DIGITAL SOCIAL WEBINARS NETWORKS COMMUNITY PODCAST FORUMS TWITTER/RSS MOBILE BLOGS WEBSITES COMMUNITIES
    14. 14. Only of B2B firms are BUT B2B firms using social media, are not as active compared to engage on a daily in their social 82% of B2C firms. basis, compared with media activity. 52% of B2C firms. EXECUTIVE DEDICATED USE OUTSIDE100% INVOLVEMENT RELEVANT STAFF AGENCY80% High Yes Yes Yes60%40%20% Low No No No 0% Mashable: State of B2B Social Media Marketing
    15. 15. Guiding Principles of the Digital DialogueLet’s Join the Greater Conversation Trust Content Experience Authentic Relevance Fast Engagement Dynamic Intuitive Easily Interactive Objective Accessible Cultivation Integrated Responsive GLOBAL CONVERSATION Two Way Sharing – Authentic – Transparent
    16. 16. PAID OWNED EARNED Like, Share, Comment, TweetSource: Digitas Implement social strategy – Create voice for Emerson Optimization of Aggregate content showcasing and reputation of strong ad campaign innovation stories thought leadership
    17. 17. “Corporate social media will facilitate collaboration and knowledge in very decentralized environments.” – KORN FERRY
    18. 18. NewVisitors Returning Visitors Unique Visitors Average 1,440 Total Number Visits of Pages 2,203 Viewed Total Page Views 9,000 Average Time on SiteSocial Shares of visits of visits
    19. 19. Nearly 75% of All Emerson Mentions Occurred on TwitterEmerson_News Followers Grew by 100% YTD Total Emerson MentionsMentions 557,394 Total Emerson Twitter Followers RIDGIDtoday 4232 EmersonEmPower 3821 Emerson_News 3557 JimCahill 3067 Overall 2012 Mentions = tweet, blog/forum post, article EmersonClimate 2917 EmersonProcessManagement 201386,181 29,587 36,408 405,218 EmrsnNPDataCntr EmersonEmbComputing 1548 1518 Blogs Forums News Twitter CopelandScroll 1508 ClosestMaid 1309 DeltaV 1291 EmersonExchange 945 Rosemount Anlytical 824 Media types delineated RAIhome 757 ASCOValve 586 CT_Emerson 445 Emerson_Charlie 400 InSinkErator 385 FisherValves MicroMotion 361 384 Bill_Morrison Emerson_MX 343 381 EmrsnNPTelecom 265 ASCO_Process 261 Jack Pouchet 248 Steve_Hassell 179 RIDGID_Europe 175 ChristopAmstutz 161 Emerson_DScottBarbour 152
    20. 20. UNDERSTANDING THE RISKS Must first understand the amplifying effect on risk that already exists Must second understand the new risks that did not previously exist
    21. 21. …There is Direct Legal Risk• Employment Law • Discovery• Securities Law • Consumer Protection• Confidentiality • Commercial Torts• Data Management • Privacy/Data Security• Intellectual Property • Third-Party IP• International Trade • Defamation• Idea Submission • Third-party terms• Service of Process • Agency
    22. 22. Emerson’s Guidelines for “Social Behavior” Never guess, speculate or offer opinions in areas if you are unsure whether you are right. If you do offer an opinion, make sure it is known that you are only stating your personal opinion.1. BE TRANSPARENT 5. BE ACCURATE Identify who you are and what you Check your facts, properly credit your do at Emerson in your posts. information sources and follow copyright and “fair use” laws.2. BE RESPONSIVE Check for postings frequently and try 6. BE RESPECTFUL to respond to comments or questions Do not post anything you wouldn’t want within 24 hours. your manager to read.3. BE ENGAGING 7. BE WEB SAVVY Dialogue is the key. Listen and engage Be thoughtful about what you publish. in two-way conversations. And know Even if you delete it, your post can when to take a conversation offline. live online forever.4. BE MINDFUL 8. BE AN EXPERT Never reveal confidential or sensitive Offer your knowledge to others! information. When in doubt, ask first.
    23. 23. Creating Change Training an Army of Young Social Networkersaaaaaaaaaaaaaaaaaa
    24. 24. Showcase Our Young, Smart Talent inthe Annual Report – Online Annual Report PROCESS
    25. 25. Leveraging Our “Third Wave” of Young ExecutivesSharing Their Views Through Gateway
    26. 26. New Emerson Careers Website HighlightsThe Smart Difference
    27. 27. Were going to drive our growth …We cant sit back on our assand wait for it to come to us.- DAVE FARR (REUTERS, 2012)
    28. 28. $3.27 earnings per share55 consecutive yearsof increased dividends ...EMR is one of only a handful ofpublic companies with 50+ yearsof increased dividends $1.38 dividends per share2002 earnings per share is before the $1.12 per sharecumulative effect of a change in accounting principle.$0.01 1956 - 2011

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