Social Media and Automation: Why do we care, How do we put it to to work?


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This presentation by Juliann Grant was given at ISA's Automation Week on 10/18/11. This is a general overview of social media's penetration in the automation industry and how ISA is using social media to reach its society members.

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Social Media and Automation: Why do we care, How do we put it to to work?

  1. 1. ISA Management DivisionSocial Media: Why Do We Care, How Do We Put it to Work? October 18, 2011 Juliann Grant Telesian Technology
  2. 2. Who’s in Control Today?
  3. 3. Social Media: What’s It All About?• Producing, consuming, exchanging information through online social interactions and platforms• It’s about knowledge & trust – The Internet is a vast knowledge base – Search engines, web sites, YouTube, LinkedIn, Facebook, SlideShare, etc. • They all have their uses – Who do you trust more about information on a new level sensing technology – Google or a fellow worker with hands on experience?
  4. 4. ISA is a Knowledge Rich Resource• 134 sections representing 26,770 members in 14 districts and 1 region• 18 Exec Board members• 28 members of the Board of District VPs• 16 members of the board of Dept VPs• 11 Executive Board standing committees, e.g. conference & exhibits, tech policy, lifetime members
  5. 5. ISA Produces Massive Content• 14 Department Board-level standing committees• 5 Department Board-level task forces – Web Task Force – Social Media Task Force• 3 District Board standing committees• 1 District Board task force
  6. 6. ISA Depts Handle Society Business & Member Information Needs• Automation & Technology Divisions• Industries & Sciences Divisions• Image & Membership• Professional Development• Publications• Standards & Practices• Strategic Planning
  7. 7. Automation & Technology Divisions• Analysis• Automatic Controls & Robotics• Communications• Management• Process Measurement & Control• Safety• Test & Measurement
  8. 8. Industries & Sciences Divisions• Aerospace Industries• Chemical & Petroleum• Construction & Design• Education (NEW)• Food & Pharmaceutical• Glass & Ceramics• Mining & Metals• Power Industry• Pulp & Paper• Textiles TIG• Water & Wastewater
  9. 9. Management Division• Leadership, quality, operations, R&D, sales & marketing, etc.• 2-3 newsletters per year – Leadership column – Marketing column – Social media column (new) – Standards update – Book reviews – Current topics in Quality, Supply Chain, Education, etc.
  10. 10. Management Division• 6th Annual Marketing & Sales Summit•• Leading edge work in social media tools• Contributions to Automation Week• International Management Summit (planning stages)
  11. 11. Social Media is Word of Mouth Referrals• Tapping into the referral network helps at a personal level & a business level• Succeeds because – It is believable – It is self-reinforcing – It is self-spreading• Connect with enthusiasts – Tap into enthusiasts with recommendations and reviews – Create a community for passionate ISA members – Participate in and energize online communities
  12. 12. Social Media as a Marketing Tool for Society Growth• We are ISA’s best marketing channel• Traditional OUTBOUND marketing – Pay your way in, preach • Advertising • PR • Commissions – Interruption based• Today’s INBOUND marketing – Earn your way in, share knowledge • Blogs • Search engine optimization • Social media – Permission based
  13. 13. Why Do We Care? Today• Our current members – LinkedIn • All business • Over 60 million users – Largest Facebook demographic is ages 35-54 • Fastest growing is 55+ – Raw usage numbers are too big to ignore • Twitter: over 75 million users • YouTube: over 100 million visitors per month • Facebook: over 700 million users • Compare to Google’s 400 million visitors per month
  14. 14. Why Do We Care? Tomorrow• Our future members – Teens spend 60% less time watching TV and 600% more time online than parents (arthur page soc) – Emory University’s freshman class survey • 97% had Facebook accounts • 24% logged on 18 or more times a day – Boston College no longer issues email accounts to students – 64% of online teenagers engage in at least one type of content creation (pew internet project)
  15. 15. The Shift to Social Media• People want to be with their peers• Shift thinking to how to serve members online – Build relationships – Add value to a member’s day• Make members and volunteers visible – Favorably position organization – Enhance communications – Enable more effective recruitment
  16. 16. What social media network do you use the most (for any reason)? Business Other, 4% Networking, 1% Google+, 1% Facebook, 37% LinkedIn, 54% Twitter, 3%
  17. 17. If you use Facebook, do you use primarily for: Business, 0%Skipped, 36% Both, 3% Personal, 61%
  18. 18. Insights• LinkedIn still strongest social network for engineers – How are you using it? Are you leveraging that opportunity?• Facebook mostly used for personal – no surprise• Twitter adoption still slow – Requires more time to develop a network and techniques to participate – More brands participating than ever before • 31 percent of consumers follow between one and five brands on Twitter • 47 percent follow a company on Twitter because it has interesting tweets. • Other reasons: getting discounts, participating in contests and speaking with customer service (• Google+ a network to watch – Not clear how business/brands will be accepted
  19. 19. Which avenues do you pursue for product research?8070 INSIGHTS:60 • Customer 2.0 still approaching50 research business as usual40 • With Google leading the way30 • Personal contact still leading20 ahead of social media10 • Trade shows holding strong 0 • Blogs growing as a resource
  20. 20. ISA Presence in Social Media
  21. 21. ISA’s New Blog
  22. 22. ISA Marketing & Sales Summit
  23. 23. ISA Marketing & Sales Summit on SlideShare
  24. 24. ISA on Twitter
  25. 25. ISA on Facebook
  26. 26. ISA Groups on LinkedIn
  27. 27. ISA Members on Flickr
  28. 28. ISA’s Livestream Video
  29. 29. Setting the Strategy
  30. 30. Social Media Strategy• Develop strategy – Listen, watch, gather info, learn• Establish organization/brand/your own voice – How can we serve members, industry influencers better? – How do we present the ISA brand? • Individuals, one organization ID, several IDs – How do I represent myself?• Determine risks• Who needs to be involved? – Staff and volunteers at the international, national, section, and division levels
  31. 31. Social Media Objectives• LISTEN: seek member insights for use in marketing and membership benefits (research)• TALK: extend your current digital outreach initiatives (marketing)• ENERGIZE: find enthusiasts to energize (sales)• SUPPORT: be an indispensible resource (support)• EMBRACE: integrate members into ISA (development)
  32. 32. Start by Listening• Start small, think big• Dedicate at least one volunteer to the effort• Choose a knowledgeable person to interpret information and integrate with other sources• Watch other organizations closely
  33. 33. Plan First: Internal Processes• Content is king – What content? PPTs, webinars, Videos, technical papers – Who is responsible for content – Establish a content publishing schedule and flow of information• How to handle requests or suggestions• How to handle support issues – Prepare for customer questions, potential problems
  34. 34. Blogs: Think Differently• Tips for successful blogging – Start by listening – Determine goals for blog • Increase membership • Promote events • Provide tech info – Develop an editorial process • Which members will contribute? • What topics? Industry insight, how to’s, mgmt – Design blog and connection to web site • Link via ISA web site • Link via social media sites – Blogging isn’t just writing – Be honest
  35. 35. Tell Stories• Write in pictures• Write in first person• Tell personal experience stories• Write like you speak• Keep in brief• Cite statistics• Use visuals• Keep headlines declarative• Always cite and link to sources• Invite response
  36. 36. Remember, It’s an Opt-In World• Power is shifting to the member and communities• Provide multiple mechanisms to interact – Voting, surveys, guest posts, comments• Offer options on media choice to receive information – PDF, audio, video• Want to feel connected to organization• They want it their way• Corporate-speak is not welcome
  37. 37. ISA Marketing & Sales Summit: Social Media Structure• Website/blog, Facebook, Twitter, LinkedIn Group, SlideShare, Livestream• Pre-event webinars• Planning Committee – Social Media Sub-committee – 4-5 volunteers – Team approach• Establish a blog posting schedule leading up to event – Original posts, Abstracts and speaker bios, sponsor profiles, webinars, Livestream – Frequency: 1 post/week, more as event got near• Hootsuite to support Twitter team (3 people - daily)
  38. 38. Using the Tools
  39. 39. Start Listening
  40. 40. Don’t like RSS? Use Email
  41. 41. LinkedIn: The Business Network• Engage the business community – Create a personal profile – Join relevant groups – Establish closer relationships with contacts – Contribute expertise – Find a job, advertise a job – Create a corporate profile
  42. 42. LinkedIn Groups
  43. 43. ISA LinkedIn Group
  44. 44. Participate in Discussions
  45. 45. Answer Questions
  46. 46. Twitter: Headline News Network• Ages: 62% 25-54• More than 90% of visitors are moderate or heavy Internet users• Engage influencers, establish brand, respond to questions – Customer service – Member leads – Brand building – Personal connection
  47. 47. Changing CommunicationsLike it or not, Twitter is quickly revolutionizing the way our entire news ecosystem operates, from journalist to consumer, and blurring the lines in between," Andrew Lipsman ComScore
  48. 48. Twitter’s Top 2 Power Tools 1. Search 2. Hashtags Search for keywords Search by #hashtag Monitor competitors Catch a conference you could not attend
  49. 49. Automation #Hashtags
  50. 50. Participate, Be Visible
  51. 51. Choose follows wiselyRules of the Road1. You don’t need to follow back everyone who follows you.2. Beware of Spammers– High following rate– Low tweet and follower count3. Evaluate every profile4. Do not set up Automatic Direct Messages for new followers that are overly promotional.
  52. 52. Respond Quickly Most social mediablack eyescome from a slow response
  53. 53. Building your Twitter BrandLive tweet an event: Participate in a TweetChat: Tweetchat schedule: • Great for finding like-minded people to follow
  54. 54. Twitter Listening Tool
  55. 55. Set up a Facebook Page
  56. 56. YouTube: The Popularity of Videos• Develop an organization channel – Create and upload interesting content – Learn lifecycle of your videos – Promote your videos – Review where embedded
  57. 57. Profile Management: Hootsuite-Multiple Twitter profiles-Facebook(personal and Pages)-LinkedIn-WordPress-FourSquare-Teams-Analytics
  58. 58. Social Media: Summary• Actively listen and observe before starting – Blog(s) – LinkedIn – YouTube, Slideshare – Twitter, Facebook• Establish objectives• Create a unifying concept or theme – Division, section, department, technology• Set up accounts – Blog: Wordpress or Blogger – Others are local to the community
  59. 59. It’s Social & Interactive: Keep Visitors Coming Back• Develop a Content Plan• Capture interest, interact with readers• Engage with dialog and surveys, find out what they want• Build on core pieces like how to articles, videos, success stories• Need a balanced media mix – Text, audio, video
  60. 60. Social Media: Summary• Cross-link your social media assets – ISA web site – Other ISA organizations – Other industry organizations• Integrate into all efforts – Event promotions, programs, training• Monitor and respond to member discussions• Nurture the community
  61. 61. Social Media As a Search Engine Optimization Tool• Create shareable content – Encourage links• Make sharing easy – Embed buttons & widgets• Reward engagement – Use promotional or content offers
  62. 62. Ten things to avoid in Social Media1. Set up a social media profile and then ignore it.2. Set up a blog and ignore it.3. Use social media to broadcast your message only.4. Using a formal, stodgy corporate tone.5. Not establish a Listening Strategy first.
  63. 63. Ten things to avoid in Social Media6. Ignoring information gathered from Listening.7. Not share other relevant industry information8. Take false credit for information or links9. Not be transparent10.Defend against negative comments, tweets - Use the opportunity to have a discussion
  64. 64. Questions? Thank you!! Juliann GrantDirector-Elect, Management Division Blog: Twitter: LinkedIn: