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Opportunities in Social Media <br />Jim CahillChief Blogger & Head of Social Media, Emerson Process Management<br />Jon DiPietroOwner Bridge-Soft & Domesticating IT<br />

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There’s a shift underway in how we acquire knowledge and skills<br />2<br />

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Organizations are looking for ways to have greater reach of their talented people to stimulate more business opportunities<br />3<br />

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Traditional methods to create awareness and preference are less effective than ever<br />4<br />

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Effective social media participation increases listening, thought leadership, discoverability / findability, and trust<br />5<br />

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Social Media (aka Web 2.0) Facilitates Interactive Sharing, Interoperability, User-Centered Design, and Collaboration on the Web†<br />† http://en.wikipedia.org/wiki/Web_2.0<br />6<br />

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Twitter—140 Character Microblog, Integrated with Cell Texting, Follow/Follow<br />7<br />

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YouTube—Shared User-Generated Videos<br />8<br />

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Flickr—User Generated Picture Sharing<br />9<br />

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SlideShare—User-Generated Presentation Sharing<br />10<br />

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LinkedIn—Bio, Education, Interests, Expertise Sharing & Link Social Networks Together<br />11<br />

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Facebook—Share Your Interests, Photos, Videos, and Affiliations with Your Circle<br />12<br />

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Develop and execute a strategy to increase your organization’s reach<br />P<br />O<br />S<br />T<br />PeopleAssess your customers’ social activities<br />Objectives Decide what you want to accomplish<br />StrategyPlan for how relationships with customers will change<br />TechnologyDecide which social technologies to use<br />13<br />

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Ways Organizations Use Social Media<br />Listening<br />Talking<br />Energizing<br />Supporting<br />Embracing<br />Groundswell objectives<br />Roles<br />Research<br />Marketing<br />Sales<br />Support<br />Development<br />Source: Forrester Research<br />14<br />

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The Emerson Story<br />15<br />

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In Process Automation, Importance of Services Growing<br />http://bit.ly/PAuto-Trends<br />16<br />

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The Challenge – Marketing Services Very Different From Marketing Products<br />Services are about people and building belief of<br />Trust<br />Competence<br />Commitment<br />Creativity<br />Built over time through demonstration of traits <br />Not as effectively built through classical communication vehicles like brochures<br />

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Overwhelmingly Search Is The Place We Start To Find Information<br />Marketing Sherpa: How Business-to-Business Buyers Use Search<br />18<br />

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Trend—Blogs and RSS News Feeds Show Up High in Search Engines<br />19<br />

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Our Solution—Raise Visibility of Emerson Experts<br />Promote thought leadership<br />Become more pervasive in search engines to be more easily discovered<br />Demonstrate competence, trust, commitment, creativity required to sell services<br />Build a community of customers, prospects, industry analysts for particular areas of expertise<br />Grow the business<br />20<br />

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Emerson = Expertise + Technology<br />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<br />

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Blog#1—EmersonProcessXperts.com Began in February 2006<br />22<br />

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Strategy—Expand Blog Digital Footprint Using Social Media Services<br />Pictures<br />Podcasts<br />Presentations<br />Videos<br />23<br />

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The Blog Has Increased Findability of Emerson Expertise<br />24<br />

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Also Leads to Sales Opportunities<br />25<br />

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More Emerson Blogs Now Out at the Surface of the Web <br />26<br />

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Twitter Extends our Listening & Gets People and Brands to the Surface<br />27<br />

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Anyone Remember This Metaphor for Nuclear Fission?<br />www.youtube.com/watch?v=Pmy5fivI_4U<br />28<br />

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Nothing Spreads Communications Faster than Twitter<br />29<br />

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Twitter Fostered Community at Emerson Exchange Event<br />Broad participation<br />Tweets on large monitors<br />Promotion<br />Sample stream of tweets<br />30<br />

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Facebook and LinkedIn Provide Peer-To-Peer Dialog Areas Around Brands<br />31<br />

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Example of Peer-to-Peer Help<br />32<br />

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OTHER SUCCESSFUL EXAMPLES<br />33<br />

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National Instruments—Vibrant Communities Driven By Passionate Community Managers<br />34<br />

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MarketingProfs.com—Good Example of Free vs. Member Only Information<br />35<br />

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Pitfalls<br />36<br />

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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: www.ibm.com/blogs/zz/en/guidelines.html<br />37<br />

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Trends All Organizations Face<br />Information Overloadboth in message volume & channels<br />Choice Overloadchoice removed & no longer limited by geography & proximity<br />Distrust of Traditional Marketing Tactics– People trust stranger reviews more than “marketing speak”<br />Conversations Happening with Greater Visibility and More ParticipantsOne person on-line can reach similar numbers of people as traditional advertising messages<br />Our Expertise is Locked in Our InboxOur most relevant and valuable knowledge is hidden in our brains, our inboxes, and in the presentations that we give one group at a time<br />38<br />

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Organizations are Less and Less in Control of the Conversation<br />39<br />

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Traditional Communications Channels like eMails Being Trapped by Corporate Spam Filters<br />

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Our work may be openly critiqued<br />www.emersonprocessxperts.com/archives/2008/06/process_control.html <br />41<br />

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Textbook Case of Loss of Control of the Message—“Dell Hell”<br /><ul><li> In 2005, was on first page of Google Search on DELL

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BuzzMachine doubled in visitors to 10K per day</li></ul>****<br />DELL SUCKS. DELL LIES.<br />42<br />

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DELL Made Strategic Decision to Listen and Participate in Social Media Channels<br />43<br />

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Path Forward<br />44<br />

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Building a Content Conveyor Belt<br />

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You’ve got lots to say,<br />but not enough listeners.<br />

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You must break through<br />the communication barrier<br />

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Pushing content is hard work.<br />

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Maybe they can come to us.<br />

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How can we?<br />Reuse the content we already have?<br /> Get it indexed by Google?<br /> Let people filter and opt in?<br /> Distribute to multiple channels?<br /> Measure it all?<br /> Do it for virtually no cost?<br />

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Answer: Build a Content Conveyor Belt<br />

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Step 1:Get a motor<br />(powered by LAMP web host)<br />(blogs are a great motor)<br />

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Step 2:Fire it up<br />load the conveyor with your content: press releases, news updates, product announcements, presentations, etc… <br />

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Step 3:Crank up your search juice<br />most blog frameworks like WordPress have search engine optimization built-in<br />search engines love sites with lots of pages and fresh content<br />

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Step 4:Slap labels (meta data)on your content<br />assigning categories and tags makes it easy to:<br /><ul><li> search

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filter

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syndicate</li></li></ul><li>Step 5:Let your audiencepick and choose<br />Mmm… I love me some “Category B”<br />

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Step 6:Deliver tomultiple channels<br />most of this content distribution can be completely automated<br />

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Step 7:Measure<br />use analytics to measure:<br /><ul><li> most popular posts

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comments

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back links</li></li></ul><li>So what’s it co$t?<br />

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So what’s your Internet strategy?<br />Pushing press releases, sending emails, paying for clicks, and buying ad space?<br />Publishing remarkable content and making it easy for people to share?<br />

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Follow Up<br />