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Social Media: Perspectives from the Trenches

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Presented on May 17, at the Measurement, Control & Automation Association 2011 Industry Forum in Tempe, Arizona.

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Social Media: Perspectives from the Trenches

  1. 1. Social Media—Perspectives From the Trenches<br />Jim CahillChief Blogger / Head of Social Media<br />
  2. 2. So What Exactly Is Social Media?<br />“Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue”<br />en.wikipedia.org/wiki/Social_media<br />
  3. 3. 10 Reasons Why We Might Want To Ignore This Stuff Called Social Media<br />www.rondesi.com/social-media/banning-social-media-the-video/<br />
  4. 4. On The Other Hand…<br />www.youtube.com/watch?v=lFZ0z5Fm-Ng<br />
  5. 5. It Facilitates Interactive Sharing, User-centered Design, & Collaboration<br />en.wikipedia.org/wiki/Web_2.0<br />
  6. 6. <br /><br />Think People-To-People, Not Applications<br />www.slideshare.net/Dell_Inc/three-social-media-steps-for-business<br />6<br />
  7. 7. A Chemical Engineering Study—It’s All About Search<br />
  8. 8. Twitter—140 Character Microblog, Integrated With Cell Texting, Follow/Follow<br />Twitter is like a Text Message with a BCC: To The World<br />
  9. 9. Is Twitter Used In Our World Of Measurement And Control?<br />Yes<br />
  10. 10. Emerson People And Brands In Twitter<br />twitter.com/JimCahill/emerson/members<br />
  11. 11. YouTube—Shared User-Generated Videos<br />Share Successes, How-to’s, Training, Demonstrations<br />
  12. 12. Flickr—User Generated Picture Sharing<br />Worth at Least a Thousand Words<br />
  13. 13. Slideshare—User-Generated Presentation Sharing<br />SlideShare = Presentations<br />
  14. 14. LinkedIn—Bio, Education, Interests, Expertise & Link Networks Together<br />The Social Network of Business Professionals<br />
  15. 15. LinkedIn Groups Increasingly Popular For Automation Professionals<br />Have You Joined the MCAA Group?<br />
  16. 16. Facebook—Increasingly A Business Communications Channel<br />600 Million Participants and Rapidly Growing<br />
  17. 17. Your PATH Forward—STRATEGY FIRST<br />
  18. 18. Forrester Research<br />Objectives are the key to successful social strategy<br />
  19. 19. 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 />
  20. 20. People— Assess Your Customers’ Social Activities<br />
  21. 21. 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 />
  22. 22. Objective: Listening<br />What’s being said on-line about your products, services, and company?<br />How quickly do you respond to on-line negative comments?<br />How well received are new products and services?<br />
  23. 23. Objective: Talking<br />Are you seen as an expert in your key areas of differentiation?<br />Are you well-connected with other experts?<br />Are you well-acquainted with members of the trade press & analyst community?<br />
  24. 24. Objective: Energizing<br />Can your enthusiastic customers easily connect with other customers and prospects?<br />Can customers rate and review your products and services?<br />
  25. 25. Objective: Supporting<br />Can you customers easily connect with one another and your people to solve problems?<br />Are these on-line conversations easily searchable for others to find?<br />
  26. 26. Objective: Embracing<br />Do your new products and services meet the needs of your customers?<br />Are your marketers and technologists closely connected with your customers?<br />How do you capture and feedback the ideas your organization receives?<br />
  27. 27. OUR Emerson Story<br />
  28. 28. In Process Automation, Importance of Services Growing<br />http://bit.ly/PAuto-Trends<br />
  29. 29. 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 />
  30. 30. Overwhelmingly Search Is The Place We Start To Find Information<br />Marketing Sherpa: How Business-to-Business Buyers Use Search<br />
  31. 31. Trend—blogs, forums show up high in search engines<br />
  32. 32. 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 />
  33. 33. 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 />
  34. 34. Blog#1—EmersonProcessXperts.com began in February 2006<br />
  35. 35. Strategy— Expand Blog Digital Footprint Using Social Media Services<br />Pictures<br />Podcasts<br />Presentations<br />Videos<br />
  36. 36. The Blog Has Increased Findability Of Emerson Expertise<br />
  37. 37. Also Leads To Sales Opportunities<br />
  38. 38. More Emerson Blogs Now Out At The Surface Of The Web <br />
  39. 39. Twitter Extends Our Listening & Gets People And Brands To The Surface<br />
  40. 40. Twitter—Rapid, Viral Spread Of News And Ideas<br />
  41. 41. Twitter Fostered Community At Emerson Exchange Event<br />Broad participation<br />Tweets on large monitors<br />Promotion<br />Sample stream of tweets<br />
  42. 42. Facebook And Linkedin Provide Peer-to-peer Dialog Areas Around Brands<br />
  43. 43. Growing Emerson Brand Participation In Facebook Groups And Fan Pages<br />43<br />
  44. 44. Example Of Peer-to-peer Help<br />
  45. 45. Considerations<br />
  46. 46. 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 />
  47. 47. Trends All Organizations Face<br />Information Overload<br />Choice Overloadno longer limited by geography & proximity<br />Distrust of Traditional Marketing Tactics– Increased filtering of “marketing speak”<br />Conversations Happening with Greater Visibility and More Participants<br />Our Expertise is Locked in our Inbox and Sent Items Folders <br />
  48. 48. Organizations Are Less And Less In Control Of The Conversation<br />
  49. 49. Traditional communications channels like email trapped in corporate spam filters<br />
  50. 50. In Two-Way Communications, Expect Open Critique<br />www.emersonprocessxperts.com/2008/06/process_control/<br />
  51. 51. 7 Ideas ON How You Might Incorporate Social Media<br />
  52. 52. PUBLIC Relations—Get To Know Trade Press/Analyst Community Better <br />twitter.com/JimCahill/editors/members<br />
  53. 53. CUSTOMER SUPPORT—Foster Peer-To-Peer Support For Applications And Issues<br />
  54. 54. LOYALTY BUILDING—Rapid Response To Questions And Business Opportunities<br />
  55. 55. COLLABORATION— Untrap What’s In Your Email Inbox And Sent Items Folders<br />
  56. 56. NETWORKING— Ask And Answer Questions Of Your LinkedIn Network <br />
  57. 57. THOUGHT LEADERSHIP—Share Your Expertise And It Will Be Sought<br />
  58. 58. CUSTOMER ACQUISITION—Experts Blogging Opens Up Opportunities<br />
  59. 59. THANK YOU!<br />Let’s Stay Connected<br />Jim Cahill<br />EmersonProcessXperts.com<br />@JimCahill<br />linkedin.com/in/JimCahill<br />Jim.Cahill@emerson.com<br />

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