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The Smart Difference: Agents of Change in a Social World

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Kathy Button Bell's presentation "The Smart Difference: Agents of Change in a Social World" at the BMA Carolinas on 1/9/13.

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The Smart Difference: Agents of Change in a Social World

  1. 1. THE SMART DIFFERENCEAgents of Change in a Social World Kathy Button Bell
  2. 2. Discovering and Bringing our message Establishing our Separating ourselvesdeveloping our to the marketplace presence as a from the packbrand identity. and creating global player and and affirming momentum. thought leader. our leadership. DEFINING PROMOTING ARRIVING DIFFERENTIATING
  3. 3. PERCENT OF SALES PERCENT OF SALESBY GEOGRAPHY BY SEGMENT AT A GLANCE  Founded Middle East Commercial & in 1890 Latin & Africa Residential SolutionsAmerica  Headquartered 5% 8% in St. 5% Louis, Missouri, Climate Process USA Technologies Management Europe 22% United States 16% 28%  $24.2 billion & Canada in sales (2011) 45% Industrial Automation Network  Approximately Asia 21% Power 23% 133,000 27% employees worldwide
  4. 4.  #1 Market  Bottom-line  Growth Position(s)  Rigid  Responsive Longevity  Bureaucratic  Customer-focused Reliability  Insular  Initiative Excellence  Risk averse Leader/Innovator Management  Follower  Connected  Slow LEVERAGE TRANSFORM INSTILL
  5. 5. Product Brand Corporate and Product Brands Corporate Brand only working together only FREESTANDING ENDORSED OVERBRAND MASTERBRAND BRAND BRANDThe organization “Source” brand Individual business A single brand spansconsists of independent provides the business unit or product brands a set of offerings thatstand-alone brands, or product with an operate under strong operate only witheach with little/no aura of credibility family brand. Dual level descriptive offeringsconnection to parent of communications; leverages credibility of source Source: Interbrand
  6. 6. All three Sell the elements must Emerson Brand work togetherEMERSON in order to achieveBUSINESS Sell our marketing industry expertisePLATFORM and solutions objectives Sell individualBUSINESS products
  7. 7. $7.0B $6.8B $5.3B $4.0B $1.8B Control Valves  AC & DC Power  Alternators  Compressors  Food Waste Systems Disposers Measurement  Fluid Control  Controls Devices  OEM Embedded  Plumbing Tools  Ultrasonic Power Wireless Devices Welding  Wet/Dry Vacuums  Precision Cooling  Mobile Point-of- Systems Care Carts  Access & Control (KVM)  Power Switching & Controls
  8. 8. USE ACTIVE BRANDING TO AMPLIFY OUR VOICE We Must Participate in the Larger Conversation Operate in the Stay Forever Young Create Value and Earn Help People Seek Participants, Now – Available – Attention ThroughPursue Purpose Not Targets Wherever Listen, Learn, and Content People Are RespondSource: Digitas
  9. 9. DEFINE PAIN Marketing SOLUTION VISION SOLUTION VALUE CONCEPT LAUNCH & MARKET IDEA CONCEPT DEVELOPMENT DESIGN & RAMP PRODUCTION PRODUCTIONRESEARCH GENERATION FEASIBILITY & PROJECT DEVELOPMENT UP START-UP PLANNING
  10. 10. New-to-the- New-to-the- BUSINESS WORLD MINOR MAJOR Revisions Revisions
  11. 11. Design language reflects Emerson’s improving high tech image
  12. 12. E2 Terminal Box for Copeland Scroll with P510 Case ControliPro Smart Contactor Variable Speed Drive
  13. 13. PRINT CONFERENCES DIRECT MAIL TRADE SHOWS PROMOTIONS TRADITIONAL MEDIA PEERS PEERS PROSPECTS SALES ANDINDUSTRY BUSINESS BUSINESS INDUSTRY AND RELATIONSHIP EXPERTS NETWORK NETWORK EXPERTS CLIENTS MANAGERS CUSTOMERS CLIENTS SEARCH INTERACTIVE ENGINES ADS DIGITAL SOCIAL WEBINARS NETWORKS COMMUNITY PODCAST FORUMS TWITTER/RSS MOBILE BLOGS WEBSITES COMMUNITIES
  14. 14. Only of B2B firms are BUT B2B firms using social media, are not as active compared to engage on a daily in their social 82% of B2C firms. basis, compared with media activity. 52% of B2C firms. EXECUTIVE DEDICATED USE OUTSIDE100% INVOLVEMENT RELEVANT STAFF AGENCY80% High Yes Yes Yes60%40%20% Low No No No 0% Mashable: State of B2B Social Media Marketing
  15. 15. Guiding Principles of the Digital DialogueLet’s Join the Greater Conversation Trust Content Experience Authentic Relevance Fast Engagement Dynamic Intuitive Easily Interactive Objective Accessible Cultivation Integrated Responsive GLOBAL CONVERSATION Two Way Sharing – Authentic – Transparent
  16. 16. PAID OWNED EARNED Like, Share, Comment, TweetSource: Digitas Implement social strategy – Create voice for Emerson Optimization of Aggregate content showcasing and reputation of strong ad campaign innovation stories thought leadership
  17. 17. “Corporate social media will facilitate collaboration and knowledge in very decentralized environments.” – KORN FERRY
  18. 18. NewVisitors Returning Visitors Unique Visitors Average 1,440 Total Number Visits of Pages 2,203 Viewed Total Page Views 9,000 Average Time on SiteSocial Shares of visits of visits
  19. 19. Nearly 75% of All Emerson Mentions Occurred on TwitterEmerson_News Followers Grew by 100% YTD Total Emerson MentionsMentions 557,394 Total Emerson Twitter Followers RIDGIDtoday 4232 EmersonEmPower 3821 Emerson_News 3557 JimCahill 3067 Overall 2012 Mentions = tweet, blog/forum post, article EmersonClimate 2917 EmersonProcessManagement 201386,181 29,587 36,408 405,218 EmrsnNPDataCntr EmersonEmbComputing 1548 1518 Blogs Forums News Twitter CopelandScroll 1508 ClosestMaid 1309 DeltaV 1291 EmersonExchange 945 Rosemount Anlytical 824 Media types delineated RAIhome 757 ASCOValve 586 CT_Emerson 445 Emerson_Charlie 400 InSinkErator 385 FisherValves MicroMotion 361 384 Bill_Morrison Emerson_MX 343 381 EmrsnNPTelecom 265 ASCO_Process 261 Jack Pouchet 248 Steve_Hassell 179 RIDGID_Europe 175 ChristopAmstutz 161 Emerson_DScottBarbour 152
  20. 20. UNDERSTANDING THE RISKS Must first understand the amplifying effect on risk that already exists Must second understand the new risks that did not previously exist
  21. 21. …There is Direct Legal Risk• Employment Law • Discovery• Securities Law • Consumer Protection• Confidentiality • Commercial Torts• Data Management • Privacy/Data Security• Intellectual Property • Third-Party IP• International Trade • Defamation• Idea Submission • Third-party terms• Service of Process • Agency
  22. 22. Emerson’s Guidelines for “Social Behavior” Never guess, speculate or offer opinions in areas if you are unsure whether you are right. If you do offer an opinion, make sure it is known that you are only stating your personal opinion.1. BE TRANSPARENT 5. BE ACCURATE Identify who you are and what you Check your facts, properly credit your do at Emerson in your posts. information sources and follow copyright and “fair use” laws.2. BE RESPONSIVE Check for postings frequently and try 6. BE RESPECTFUL to respond to comments or questions Do not post anything you wouldn’t want within 24 hours. your manager to read.3. BE ENGAGING 7. BE WEB SAVVY Dialogue is the key. Listen and engage Be thoughtful about what you publish. in two-way conversations. And know Even if you delete it, your post can when to take a conversation offline. live online forever.4. BE MINDFUL 8. BE AN EXPERT Never reveal confidential or sensitive Offer your knowledge to others! information. When in doubt, ask first.
  23. 23. Creating Change Training an Army of Young Social Networkersaaaaaaaaaaaaaaaaaa
  24. 24. Showcase Our Young, Smart Talent inthe Annual Report – Online Annual Report PROCESS
  25. 25. Leveraging Our “Third Wave” of Young ExecutivesSharing Their Views Through Gateway
  26. 26. New Emerson Careers Website HighlightsThe Smart Difference
  27. 27. Were going to drive our growth …We cant sit back on our assand wait for it to come to us.- DAVE FARR (REUTERS, 2012)
  28. 28. $3.27 earnings per share55 consecutive yearsof increased dividends ...EMR is one of only a handful ofpublic companies with 50+ yearsof increased dividends $1.38 dividends per share2002 earnings per share is before the $1.12 per sharecumulative effect of a change in accounting principle.$0.01 1956 - 2011

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