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Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing


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Keynote address at the 3rd annual ISA Marketing & Sales Summit -

Published in: Business, Technology
  • Bart, Thanks for your comment! I felt good about the presentation and the folks attending the ISA Marketing and Sales Summit seemed to be really engaged and asked great questions. I'll have to tape an mp3 and update the presentation.

    I think if your forum software or community software is Google search friendly you can you can have it do the work of helping folks find things instead of building a database. It may save you some effort.
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Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing

  1. 1. Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing Jim Cahill Chief Blogger/Marcom Manager, Emerson
  2. 2. My Background <ul><li>Chief Blogger and Marketing Communications Manager </li></ul><ul><li>19 Years with Emerson </li></ul><ul><li>Author of blog </li></ul><ul><li>Profile at: </li></ul>
  3. 3. There’s a Shift in the Information Flow Going On
  4. 4. It’s felt by all of us Automation Sales and Marketing Professionals
  5. 5. One-way communications directed at our audience doesn’t work like it once did
  6. 6. Hugh MacLeod may have said it best
  7. 7. In finding answers, our audience seeks a dialog
  8. 8. Web 2.0 (a.k.a. Social Media) helps bring back the real-speak
  9. 9. Time for a story
  10. 10. Web 2.0, a quick definition from a Web 2.0 application
  11. 11. Blogs, short for weblogs, are conversational and human-voice Automation-related ones:
  12. 12. Most Web 2.0 applications are subscribable via RSS feeds Import my automation feeds: Outlook 2007 or Newsgator add-in for earlier versions
  13. 13. Microblogging sites like Twitter like instant messaging for all
  14. 14. Social networks connect people to business and personal friends
  15. 15. Tagging expresses to others what interests you and saves it for later
  16. 16. demo
  17. 17. Wikis are collaborative sharing of information
  18. 18. Photo sharing sites provide ways to upload, tag and comment
  19. 19. Video sharing sites bring educational opportunities
  20. 20. There are many, many more—some we’ve mentioned, others not Last.FM
  21. 21. There are services to pull your on-line presence all together
  22. 22. Have I covered all the Web 2.0 applications?
  23. 23. So what are the challenges, perils and opportunities?
  24. 24. Let’s start with the challenges
  25. 25. We know the status quo and we’re good at it
  26. 26. Our audience has more ways to tune us out
  27. 27. Marketing Defenses are increasing
  28. 28. With whom is more consideration placed?
  29. 29. Messages are getting lost in a sea of spam
  30. 30. Less and less are we in control of message—more public than ever
  31. 31. Let’s move on to the perils
  32. 32. Another story—the textbook case of loss of control of the message ****
  33. 33. There’s a night and day’s difference at Dell
  34. 34. Top of the list, getting started
  35. 35. Lots of legal issues to sort through
  36. 36. What we have recommended to Web 2.0 participants
  37. 37. Our customers may not wait for our well-crafted messaging A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed . As a direct result, markets are getting smarter—and getting smarter faster than most companies .
  38. 38. Our work may be openly critiqued
  39. 39. It takes more time to participate than you might suspect
  40. 40. Sometimes the conversation can go on
  41. 41. Expect to feel the pressure to publish or perish
  42. 42. Have I scared you off yet? Well, what are the opportunities?
  43. 43. Monitor your company and brands with RSS Searches or email alerts and
  44. 44. Or monitor standards, technologies, yourself, etc.
  45. 45. Closer relationships with the editor community—Twitter ex.
  46. 46. Discovering editorial opportunities
  47. 47. Building ad-hoc communities
  48. 48. Voice over IP chat
  49. 49. Connecting people to solve problems and find opportunities
  50. 50. Having impromptu meet ups based on your travels
  51. 51. Contributing base-level knowledge
  52. 52. Online listening and response helps turns negative into positive
  53. 53. Listening and doing customer research in real-time
  54. 54. Some baby steps to consider <ul><li> for this presentation </li></ul><ul><li> for all the links shared today </li></ul><ul><li>Start by listening with RSS—news feeds, blogs, persistent RSS searches </li></ul><ul><li>Try some of the applications like LinkedIn and Twitter </li></ul><ul><li>Consider reading the books ClueTrain Manifesto and Groundswell for philosophy and strategic framework behind your Web 2.0 plans </li></ul>
  55. 55. In my 2½ years, it’s been an exciting journey
  56. 56. Thank You!