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Opportunities in Social Media

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A presentation given to the ISA Executive Board on February 25, 2010. It describes opportunities for social media for businesses and institutions, the Emerson social media story, other companies successes, and pitfalls.

Published in: Business
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Opportunities in Social Media

  1. 1. Opportunities in Social Media - Part 1<br />Jim Cahill, Chief Blogger / Marcom Mgr<br />Jon DiPietro, e-Marketing Manager<br />
  2. 2. There’s a shift underway in how we acquire knowledge and skills<br />
  3. 3. Organizations are looking for ways to have greater reach of their talented people to stimulate more business opportunities<br />
  4. 4. Traditional methods to create awareness and preference are less effective than ever<br />
  5. 5. Effective social media participation increases listening, thought leadership, discoverability / findability, and trust<br />
  6. 6. 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 />
  7. 7. Twitter—140 Character Microblog, Integrated with Cell Texting, Follow/Follow<br />
  8. 8. YouTube—Shared User-Generated Videos<br />
  9. 9. Flickr—User Generated Picture Sharing<br />
  10. 10. SlideShare—User-Generated Presentation Sharing<br />
  11. 11. LinkedIn—Bio, Education, Interests, Expertise Sharing & Link Social Networks Together<br />
  12. 12. Facebook—Share Your Interests, Photos, Videos, and Affiliations with Your Circle<br />
  13. 13. 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 />
  14. 14. 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 />
  15. 15. The Emerson Story<br />
  16. 16. In Process Automation, Importance of Services Growing<br />http://bit.ly/PAuto-Trends<br />
  17. 17. 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 />
  18. 18. Overwhelmingly Search Is The Place We Start To Find Information<br />Marketing Sherpa: How Business-to-Business Buyers Use Search<br />
  19. 19. Trend—Blogs and RSS News Feeds Show Up High in Search Engines<br />
  20. 20. 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 />
  21. 21. 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 />
  22. 22. Blog#1—EmersonProcessXperts.com Began in February 2006<br />
  23. 23. Strategy—Expand Blog Digital Footprint Using Social Media Services<br />Pictures<br />Podcasts<br />Presentations<br />Videos<br />
  24. 24. The Blog Has Increased Findability of Emerson Expertise<br />
  25. 25. Also Leads to Sales Opportunities<br />
  26. 26. More Emerson Blogs Now Out at the Surface of the Web <br />
  27. 27. Twitter Extends our Listening & Gets People and Brands to the Surface<br />
  28. 28. Anyone Remember This Metaphor for Nuclear Fission?<br />www.youtube.com/watch?v=Pmy5fivI_4U<br />
  29. 29. Nothing Spreads Communications Faster than Twitter<br />
  30. 30. Twitter Fostered Community at Emerson Exchange Event<br />Broad participation<br />Tweets on large monitors<br />Promotion<br />Sample stream of tweets<br />
  31. 31. Facebook and LinkedIn Provide Peer-To-Peer Dialog Areas Around Brands<br />
  32. 32. Example of Peer-to-Peer Help<br />
  33. 33. OTHER SUCCESSFUL EXAMPLES<br />
  34. 34. National Instruments—Vibrant Communities Driven By Passionate Community Managers<br />
  35. 35. MarketingProfs.com—Good Example of Free vs. Member Only Information<br />
  36. 36. Pitfalls<br />
  37. 37. 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 />
  38. 38. 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 />
  39. 39. Organizations are Less and Less in Control of the Conversation<br />
  40. 40. Traditional Communications Channels like eMails Being Trapped by Corporate Spam Filters<br />
  41. 41. Our work may be openly critiqued<br />www.emersonprocessxperts.com/archives/2008/06/process_control.html <br />
  42. 42. 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
  43. 43. BuzzMachine doubled in visitors to 10K per day</li></ul>****<br />DELL SUCKS. DELL LIES.<br />
  44. 44. DELL Made Strategic Decision to Listen and Participate in Social Media Channels<br />
  45. 45. Path Forward<br />

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