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Social Media Impact on Emerson B2B World of Process Automation

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Social Media in B2B marketing presented at Austin, Texas AMA Luncheon-- December 19, 2013

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Social Media Impact on Emerson B2B World of Process Automation

  1. 1. Social Media’s Impact On Emerson’s B2B World Of Process Automation Jim Cahill Chief Blogger / Head of Social Media
  2. 2. Flow  About Emerson & Me  Our Emerson Story  Measures of Success  Going Forward  Questions [File Name or Event] Emerson Confidential 27-Jun-01, Slide 2
  3. 3. Emerson At-A-Glance 2013 US $24.7 Billion In Sales Headquarters in St. Louis, Missouri USA NYSE: EMR Diversified global manufacturer and technology provider Approximately 135,000 employees worldwide • Manufacturing and/or sales presence in more than 150 countries • 235 manufacturing locations around the world • No. 120 on 2012 FORTUNE 500 list of America’s largest corporations • Founded in 1890 [File Name or Event] Emerson Confidential 27-Jun-01, Slide 3
  4. 4. Emerson—Technology Leader In Many Markets #1 AC & DC Power Systems #1 OEM Embedded Power #1 Precision Cooling Systems #1 Access & Control (KVM) #1 Power Switching & Controls #1 Control Valves & Regulators #1 Measurement Devices #1 Wireless Devices #1 Alternators #1 Fluid Control #1 Ultrasonic Welding [File Name or Event] Emerson Confidential 27-Jun-01, Slide 4 #1 Compressors #1 Controls #1 Food Waste Disposer #1 Plumbing Tools #1 Wet/Dry Vacuums #1 Integrated Mobile Point-of-Care Carts 4
  5. 5. Sensing, Controlling, Optimizing ―Stuff Flowing Through Pipes‖  Industries – Oil & Gas Production – Refining & Chemicals – Biotech & Pharmaceuticals – Food & Beverage – Metals & Mining – Power, Water & Alternative Energy [File Name or Event] Emerson Confidential 27-Jun-01, Slide 5
  6. 6. Example ―Mega Project‖ – Floating Liquefied Natural Gas Vessel [File Name or Event] Emerson Confidential 27-Jun-01, Slide 6
  7. 7. Located In Round Rock Across I35 From Main Dell Campus On 45 Toll Road [File Name or Event] Emerson Confidential 27-Jun-01, Slide 7
  8. 8. About Me  http://LinkedIn.com/in/JimCahill  Electrical Engineer – Univ. of Texas @Austin  Offshore Oil & Gas Business, New Orleans – 5 yrs  Emerson in Various Sales & Mktg Roles – 25 yrs  Chief Blogger, Social Marketing Leader - 7 yrs [File Name or Event] Emerson Confidential 27-Jun-01, Slide 8
  9. 9. OUR EMERSON STORY [File Name or Event] Emerson Confidential 27-Jun-01, Slide 9
  10. 10. In Process Automation, Importance Of Services Growing [File Name or Event] Emerson Confidential 27-Jun-01, Slide 10 http://bit.ly/PAuto-Trends
  11. 11. The Challenge – Marketing Services Very Different From Marketing Products  Services are about people and building belief of – Trust – Competence – Commitment – Creativity  Built over time through demonstration of traits  Not as effectively built through classical communication vehicles like brochures [File Name or Event] Emerson Confidential 27-Jun-01, Slide 11
  12. 12. Overwhelmingly Search Is The Place Our Customers Go To Find Answers [File Name or Event] Emerson Confidential 27-Jun-01, Slide 12
  13. 13. Trend—Blogs, Forums Show Up High In Search Engines [File Name or Event] Emerson Confidential 27-Jun-01, Slide 13
  14. 14. Our Solution— Raise Visibility Of Emerson Experts  Promote thought leadership  Become more pervasive in search engines to be more easily discovered  Demonstrate competence, trust, commitment, creativity required to sell services  Build a community of customers, prospects, industry analysts for particular areas of expertise  Grow the business [File Name or Event] Emerson Confidential 27-Jun-01, Slide 14
  15. 15. Emerson = Expertise + Technology 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 “Shrink the Time & Distance” [File Name or Event] Emerson Confidential 27-Jun-01, Slide 15
  16. 16. Blog#1—EmersonProcessXperts.com Began In February 2006 [File Name or Event] Emerson Confidential 27-Jun-01, Slide 16
  17. 17. Strategy—Expand Blog Digital Footprint Using Social Media Services Pictures Podcasts Presentations [File Name or Event] Emerson Confidential 27-Jun-01, Slide 17 Videos
  18. 18. The Blog Has Increased Findability Of Emerson Expertise [File Name or Event] Emerson Confidential 27-Jun-01, Slide 18
  19. 19. Also Leads To Sales Opportunities [File Name or Event] Emerson Confidential 27-Jun-01, Slide 19
  20. 20. More Emerson Blogs Now Out At The Surface Of The Web [File Name or Event] Emerson Confidential 27-Jun-01, Slide 20
  21. 21. Brand Communities In LinkedIn Groups, Facebook Pages, YouTube Channels, Etc. [File Name or Event] Emerson Confidential 27-Jun-01, Slide 21
  22. 22. PUBLIC Relations—Getting To Know Trade Press/Analyst Community Better twitter.com/JimCahill/editors/members [File Name or Event] Emerson Confidential 27-Jun-01, Slide 22
  23. 23. Twitter Fosters Community At Emerson Exchange Customer Conference Broad participation Tweets on large monitors [File Name or Event] Emerson Confidential 27-Jun-01, Slide 23 Promotion Sample stream of tweets
  24. 24. Bringing Global Customer Peer-To-Peer Community Together     EmersonExchange365.com [File Name or Event] Emerson Confidential 27-Jun-01, Slide 24 Emerson Exchange 365 Peer-to-Peer Customer Community Launched November 2011 8000+ Members
  25. 25. MEASURES OF SUCCESS [File Name or Event] Emerson Confidential 27-Jun-01, Slide 25
  26. 26. Top Measure - Contacts [File Name or Event] Emerson Confidential 27-Jun-01, Slide 26 “I’m interesting in contacting Chuck Miller regarding BMS or an Emerson Process Expert on BMS for fired heaters with multiple burners”
  27. 27. Sales Opportunities Come From Many Places [File Name or Event] Emerson Confidential 27-Jun-01, Slide 27
  28. 28. Subject Matter Expert Trade Press Opportunities [File Name or Event] Emerson Confidential 27-Jun-01, Slide 28
  29. 29. Traditional Visit & Participation Measures Registered Community Members Active Community Members Most Viewed: Aug-Current Track Total Views [File Name or Event] Emerson Confidential 27-Jun-01, Slide 29 DeltaV Top Level Wireless Valves Analytical Flow 18,106 3,491 1,608 1,245 763 726 Total Forum Post Views/Day
  30. 30. GOING FORWARD [File Name or Event] Emerson Confidential 27-Jun-01, Slide 30
  31. 31. Guidelines & Training [File Name or Event] Emerson Confidential 27-Jun-01, Slide 31
  32. 32. Emerson Brand -> Technology + Expertise Technology Expertise [File Name or Event] Emerson Confidential 27-Jun-01, Slide 32
  33. 33. Increase Our Subject Matter Experts Presence [File Name or Event] Emerson Confidential 27-Jun-01, Slide 33
  34. 34. Creating Thought Leadership Through Relevance Drive the relevance through secondary channels that are relevant storage terminals Industry facilitator Source: http://econsultancy.com/us/blog/11406-seo-and-social-media-get-married [File Name or Event] Emerson Confidential 27-Jun-01, Slide 34
  35. 35. Building Thought Leadership With Global Subject Matter Experts Thought Leadership is simply about becoming an authority on relevant topics by delivering the answers to the biggest questions on the minds of your target audience. “…especially important in B2B. This is because of the complexity and length of the decision-making process in B2B environments and the large number of people involved.” [File Name or Event] Emerson Confidential 27-Jun-01, Slide 35 Forbes: http://jimc.me/ZMVV2M
  36. 36. BABY STEP: Join Specific Emerson Exchange 365 Community Tracks Where our customers talk [File Name or Event] Emerson Confidential 27-Jun-01, Slide 36
  37. 37. BABY STEP: Listen. Follow Customer Companies in LinkedIn / Scan Home Page Gives flavor of what’s being talked about [File Name or Event] Emerson Confidential 27-Jun-01, Slide 37
  38. 38. BABY STEP: Proactively LinkedIn Connect with Folks Customers, Trade press/analysts, Peers, etc. [File Name or Event] Emerson Confidential 27-Jun-01, Slide 38
  39. 39. BABY STEP: Use LinkedIn Status to Share Interesting Articles w/ Connections What you think. Paste in URL. [File Name or Event] Emerson Confidential 27-Jun-01, Slide 39
  40. 40. Imagine Our Reach As Each Of Our Number of Connections Grow [File Name or Event] Emerson Confidential 27-Jun-01, Slide 40 http://inmaps.linkedinlabs.com/network
  41. 41. THANK YOU! Questions? Jim Cahill @JimCahill linkedin.com/in/JimCahill Jim.Cahill@emerson.com [File Name or Event] Emerson Confidential 27-Jun-01, Slide 41

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