Social Media: Perspectives from the Trenches

Social Media—Perspectives From the Trenches

Social Media—Perspectives From the TrenchesJim CahillChief Blogger / Head of Social Media

[File Name or Event]Emerson Confidential27-Jun-01, Slide 2

So What Exactly Is Social Media?So What Exactly Is Social Media?

“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”

en.wikipedia.org/wiki/Social_media


10 Reasons Why We Might Want To Ignore This Stuff Called Social Media10 Reasons Why We Might Want To Ignore This Stuff Called Social Media

www.rondesi.com/social-media/banning-social-media-the-video/


On The Other Hand…On The Other Hand…

www.youtube.com/watch?v=lFZ0z5Fm-Ng


It Facilitates Interactive Sharing, User-centered Design, & CollaborationIt Facilitates Interactive Sharing, User-centered Design, & Collaboration

en.wikipedia.org/wiki/Web_2.0


Think People-To-People, Not ApplicationsThink People-To-People, Not Applications

6www.slideshare.net/Dell_Inc/three-social-media-steps-for-business


A Chemical Engineering Study—It’s All About SearchA Chemical Engineering Study—It’s All About Search


Twitter—140 Character Microblog, Integrated With Cell Texting, Follow/FollowTwitter—140 Character Microblog, Integrated With Cell Texting, Follow/Follow

Twitter is like a Text Message with a BCC: To The World


Is Twitter Used In Our World Of Measurement And Control?Is Twitter Used In Our World Of Measurement And Control?

Yes


Emerson People And Brands In TwitterEmerson People And Brands In Twitter

twitter.com/JimCahill/emerson/members


YouTube—Shared User-Generated VideosYouTube—Shared User-Generated Videos

Share Successes, How-to’s, Training, Demonstrations


Flickr—User Generated Picture SharingFlickr—User Generated Picture Sharing

Worth at Least a Thousand Words


Slideshare—User-Generated Presentation SharingSlideshare—User-Generated Presentation Sharing

SlideShare = Presentations


LinkedIn—Bio, Education, Interests, Expertise & Link Networks TogetherLinkedIn—Bio, Education, Interests, Expertise & Link Networks Together

The Social Network of Business Professionals


LinkedIn Groups Increasingly Popular For Automation ProfessionalsLinkedIn Groups Increasingly Popular For Automation Professionals

Have You Joined the MCAA Group?


Facebook—Increasingly A Business Communications ChannelFacebook—Increasingly A Business Communications Channel

600 Million Participants and Rapidly Growing


YOUR PATH FORWARD—STRATEGY FIRSTYOUR PATH FORWARD—STRATEGY FIRST


Forrester ResearchForrester Research

Objectives are the key to successful social strategy


Develop And Execute A Strategy To Increase Your Organization’s ReachDevelop And Execute A Strategy To Increase Your Organization’s Reach

POST

People Assess your customers’ social activities

Objectives Decide what you want to accomplish

Strategy Plan for how relationships with customers will change

Technology Decide which social technologies to use


People— Assess Your Customers’ Social ActivitiesPeople— Assess Your Customers’ Social Activities


Ways Organizations Use Social MediaWays Organizations Use Social Media

Development

Support

Sales

Marketing

Research

Groundswell objectivesRoles

Listening

Talking

Energizing

Supporting

Embracing

Source: Forrester Research


Objective: ListeningObjective: Listening What’s being said on-

line about your products, services, and company?

How quickly do you respond to on-line negative comments?

How well received are new products and services?


Objective: TalkingObjective: Talking Are you seen as an

expert in your key areas of differentiation?

Are you well-connected with other experts?

Are you well-acquainted with members of the trade press & analyst community?


Objective: EnergizingObjective: Energizing Can your enthusiastic

customers easily connect with other customers and prospects?

Can customers rate and review your products and services?


Objective: SupportingObjective: Supporting Can you customers

easily connect with one another and your people to solve problems?

Are these on-line conversations easily searchable for others to find?


Objective: EmbracingObjective: Embracing Do your new products

and services meet the needs of your customers?

Are your marketers and technologists closely connected with your customers?

How do you capture and feedback the ideas your organization receives?


OUR EMERSON STORYOUR EMERSON STORY


In Process Automation, Importance of Services GrowingIn Process Automation, Importance of Services Growing

http://bit.ly/PAuto-Trends


The Challenge – Marketing Services Very Different From Marketing ProductsThe 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


Overwhelmingly Search Is The Place We Start To Find InformationOverwhelmingly Search Is The Place We Start To Find Information

Marketing Sherpa: How Business-to-Business Buyers Use Search


Trend—blogs, forums show up high in search enginesTrend—blogs, forums show up high in search engines


Our Solution—Raise Visibility Of Emerson ExpertsOur 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


Emerson = Expertise + TechnologyEmerson = 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


Blog#1—EmersonProcessXperts.com began in February 2006Blog#1—EmersonProcessXperts.com began in February 2006


Strategy— Expand Blog Digital Footprint Using Social Media ServicesStrategy— Expand Blog Digital Footprint Using Social Media Services

Pictures

Presentations Videos

Podcasts


The Blog Has Increased Findability Of Emerson ExpertiseThe Blog Has Increased Findability Of Emerson Expertise


Also Leads To Sales OpportunitiesAlso Leads To Sales Opportunities


More Emerson Blogs Now Out At The Surface Of The Web More Emerson Blogs Now Out At The Surface Of The Web


Twitter Extends Our Listening & Gets People And Brands To The SurfaceTwitter Extends Our Listening & Gets People And Brands To The Surface


Twitter—Rapid, Viral Spread Of News And IdeasTwitter—Rapid, Viral Spread Of News And Ideas


Twitter Fostered Community At Emerson Exchange EventTwitter Fostered Community At Emerson Exchange Event

Tweets on large monitors

Broad participation

Sample stream of tweetsPromotion


Facebook And Linkedin Provide Peer-to-peer Dialog Areas Around BrandsFacebook And Linkedin Provide Peer-to-peer Dialog Areas Around Brands


Growing Emerson Brand Participation In Facebook Groups And Fan PagesGrowing Emerson Brand Participation In Facebook Groups And Fan Pages

43


Example Of Peer-to-peer HelpExample Of Peer-to-peer Help


CONSIDERATIONSCONSIDERATIONS


Good Documented Policy: www.ibm.com/blogs/zz/en/guidelines.htmlGood Documented Policy: www.ibm.com/blogs/zz/en/guidelines.html

Copyright

Fair Use

Trade Secrets

FinancialDisclosure

Full disclosure

Code of ConductConfidentiality

Participants Must Understand Legal Issues And RamificationsParticipants Must Understand Legal Issues And Ramifications


Trends All Organizations FaceTrends All Organizations Face Information Overload Choice Overload no longer limited by

geography & proximity Distrust of Traditional Marketing Tactics –

Increased filtering of “marketing speak” Conversations Happening with Greater

Visibility and More Participants Our Expertise is Locked in our Inbox and

Sent Items Folders


Organizations Are Less And Less In Control Of The ConversationOrganizations Are Less And Less In Control Of The Conversation


Traditional communications channels like email trapped in corporate spam filtersTraditional communications channels like email trapped in corporate spam filters


In Two-Way Communications, Expect Open CritiqueIn Two-Way Communications, Expect Open Critique

www.emersonprocessxperts.com/2008/06/process_control/


7 IDEAS ON HOW YOU MIGHT INCORPORATE SOCIAL MEDIA7 IDEAS ON HOW YOU MIGHT INCORPORATE SOCIAL MEDIA


PUBLIC Relations—Get To Know Trade Press/Analyst Community Better PUBLIC Relations—Get To Know Trade Press/Analyst Community Better

twitter.com/JimCahill/editors/members


CUSTOMER SUPPORT—Foster Peer-To-Peer Support For Applications And IssuesCUSTOMER SUPPORT—Foster Peer-To-Peer Support For Applications And Issues


LOYALTY BUILDING—Rapid Response To Questions And Business OpportunitiesLOYALTY BUILDING—Rapid Response To Questions And Business Opportunities


COLLABORATION— Untrap What’s In Your Email Inbox And Sent Items FoldersCOLLABORATION— Untrap What’s In Your Email Inbox And Sent Items Folders


NETWORKING— Ask And Answer Questions Of Your LinkedIn Network NETWORKING— Ask And Answer Questions Of Your LinkedIn Network


THOUGHT LEADERSHIP—Share Your Expertise And It Will Be SoughtTHOUGHT LEADERSHIP—Share Your Expertise And It Will Be Sought


CUSTOMER ACQUISITION—Experts Blogging Opens Up OpportunitiesCUSTOMER ACQUISITION—Experts Blogging Opens Up Opportunities


Let’s Stay Connected

Jim CahillEmersonProcessXperts.com

@JimCahilllinkedin.com/in/[email protected]

THANK YOU!