Social Media—Perspectives From the Trenches<br />Jim CahillChief Blogger / Head of Social Media<br />
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 />
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 />
On The Other Hand…<br />www.youtube.com/watch?v=lFZ0z5Fm-Ng<br />
Forrester Research<br />Objectives are the key to successful social strategy<br />
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 />
People— Assess Your Customers’ Social Activities<br />
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 />
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 />
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 />
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 />
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 />
In Process Automation, Importance of Services Growing<br />http://bit.ly/PAuto-Trends<br />
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 />
Overwhelmingly Search Is The Place We Start To Find Information<br />Marketing Sherpa: How Business-to-Business Buyers Use Search<br />
Trend—blogs, forums show up high in search engines<br />
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 />
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 />
Blog#1—EmersonProcessXperts.com began in February 2006<br />
Strategy— Expand Blog Digital Footprint Using Social Media Services<br />Pictures<br />Podcasts<br />Presentations<br />Videos<br />
The Blog Has Increased Findability Of Emerson Expertise<br />
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 />
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 />
Organizations Are Less And Less In Control Of The Conversation<br />
Traditional communications channels like email trapped in corporate spam filters<br />
In Two-Way Communications, Expect Open Critique<br />www.emersonprocessxperts.com/2008/06/process_control/<br />
7 Ideas ON How You Might Incorporate Social Media<br />
PUBLIC Relations—Get To Know Trade Press/Analyst Community Better <br />twitter.com/JimCahill/editors/members<br />
CUSTOMER SUPPORT—Foster Peer-To-Peer Support For Applications And Issues<br />
LOYALTY BUILDING—Rapid Response To Questions And Business Opportunities<br />
COLLABORATION— Untrap What’s In Your Email Inbox And Sent Items Folders<br />
NETWORKING— Ask And Answer Questions Of Your LinkedIn Network <br />
THOUGHT LEADERSHIP—Share Your Expertise And It Will Be Sought<br />
CUSTOMER ACQUISITION—Experts Blogging Opens Up Opportunities<br />
I like to think of the 2 in Web 2.0 as 2-way. It’s the basis of conversation, collaboration, and sharing. You may recognize some of these logos of internet sites and applications which support 2-way, or many-to-many types of conversations. I go into a few that we at Emerson use in a little more detail.
It isn’t about the tools and channels it’s about the relationship we build – what it enables people to do...
You may have seen studies like this one saying that social media is not big in our world of automation. Here’s the part that jumps out to me. 95% find search very useful or useful, by far the leading answer on ways to find information.
Twitter is the ultimate water cooler out of the web. It’s a cross between a micro-sized blog where you can express your thoughts in 140 characters or less, instant messaging, and mobile texting. It works on a very simple model where you choose who you want to follow, and in turn others may choose to follow you. There is also a block function to block those who you don’t want to follow you.It’s great for communicating content, pointing to interesting things you find and want to share, or rapid communications during events.
I’m sure most everyone is familiar with YouTube. What you may not know is its use in sharing how-to videos, demonstrations, and even this example with the U.S. Chemical Safety Board and their accident investigation findings.The issue with YouTube among manufacturers seems to be mostly with their IT organizations blocking it. Sites like this one provide reasons to change the policy.
Like YouTube only Flickr’s specialty is photos and screen captures. It’s another great way to share how-to’s in the still picture format and provide a large digital footprint for your content.
Think Youtube and Flickr, but this time for PowerPoint presentations. Like YouTube and Flickr you can also embed the content back on your website or blog. It also has capability to upload and sync voice to give a fully narrated presentation.
LinkedIn is really the top site for business professionals to link together to share their bios, education, interests, and expertise. It has friend of a friend reach which significantly extends the reach of your business connections.It’s really started to come alive recently with the its groups, status messages, and Q&A area.
Huge among the 20 something’s and teenage set, Facebook has grown for business use as a place for communities to grow, flourish and exchange information with one another.“According to Web measurement firm Compete Inc., Facebook has passed search-engine giant Google to become the top source for traffic to major portals like Yahoo and MSN, and is among the leaders for other types of sites.” http://bit.ly/9JlDGk
Groundswell would have been a great book to have had before we started, but our story begins roughly 6 years ago.
Research. Reference Tom Moser Article in InTech magazine.
Groundswell would have been a great book to have had before we started, but our story begins roughly 6 years ago.
Years ago we were seeing a trend of the increasing importance of services in automation projects. In the mature markets companies were de-staffing their engineering groups and in developing areas large, complex greenfield projects required experienced project teams and project management.
My team’s background had been in product marketing communications but around this time we brought together our systems and solutions business. Our challenge was that marketing services was very different than marketing products.
This study goes back 5-6 years but I believe has become even more pronounced as all web browsers embed search bars in them.
After successfully piloting an intranet blog and proving the visibility of post with our internal Google search appliance, we successfully navigated our legal, HR, and marketing hierarchies to launch the Emerson Process Experts blog.The mission began and still remains: to connect folks who find the blog posts with the Emerson people behind the technologies and expertise. From its humble beginnings, we’re up to 40,000 visits each month and 900-1000 subscriptions.I included a post with an embedded presentation to tease my next slide…
In the posts I take advantage of content I’ve posted in SlideShare, YouTube, and Flickr to make the post richer and increase the digital footprint. I also do an audio podcast of almost every post. Customers and sales folks gave me feedback that they have long commutes and wanted the audio version of each post, so I created an iTunes channel and MP3 subscription.
The blog has increased the findability of our expertise, not only in the blog posts, but in content it links to back on the www.EmersonProcess.com website.
With every post I provide my contact information by email, phone, twitter, voice over IP, etc as well as an email link to the expert I feature. Some of the folks who contact me send RFQs, requests for consultation, offers of technology collaboration, resumes, and more.
If you’re experience is similar to mine, one visit to your legal counsel will scare you to death. There’s a lot of bad things that can happen if you don’t follow the rules.The peril is that these legal issues are real and must be worked through.
Information Overload - It estimated that an average American is bombarded with over 6000 marketing messages a day. You are competing for the attention of your audience like never before. The old way of marketing was to distill your message down, polish it to perfection as a brochure, case study, or whitepaper. The new way to market is to break your message into short, consumable topics, get the frequency up and become more visible to people seeking the expertise that you provide. Information Overload has created a new subscription-based model that is unlike email where the information is pushed to the receiver. In the new RSS model, information seekers choose what they want to receive.
Another challenge we marketers face is that the pearly words we create are not as valued as what other folks say. I think Amazon.com is a good example of this. If you want to purchase something, do you place more weight on the official review or the customer reviews? A few years back when I was looking for an HDTV, I spent much more time on A/V forums than on the HDTV manufacturer websites, because I thought I’d get unbiased opinions to help me decide the technology and manufacturer.The challenge is that non-marketers’ opinions are held in higher value than any pearly words we produce.
Another peril is the nature of two-way communications… our work is open to being critiqued. Those that read my blog will see my Texas upbringing during my formative years and the way I can mangle the English language. From time to time, like this example, I get reminded on the rules of grammar. Like many Engineers, I suffered that SAT numerical imbalance between math and grammar. Like all things, I get wrong, I tried to follow the bloggers credo of being open, honest and transparent.On the up side, I get to share my grammar lessons with other similarly-afflicted folks!