1.
Social Media—Perspectives From the Trenches<br />Jim CahillChief Blogger / Head of Social Media<br />

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.
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.
On The Other Hand…<br />www.youtube.com/watch?v=lFZ0z5Fm-Ng<br />

5.
It Facilitates Interactive Sharing, User-centered Design, & Collaboration<br />en.wikipedia.org/wiki/Web_2.0<br />

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.
A Chemical Engineering Study—It’s All About Search<br />

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.
Is Twitter Used In Our World Of Measurement And Control?<br />Yes<br />

10.
Emerson People And Brands In Twitter<br />twitter.com/JimCahill/emerson/members<br />

11.
YouTube—Shared User-Generated Videos<br />Share Successes, How-to’s, Training, Demonstrations<br />

12.
Flickr—User Generated Picture Sharing<br />Worth at Least a Thousand Words<br />

13.
Slideshare—User-Generated Presentation Sharing<br />SlideShare = Presentations<br />

14.
LinkedIn—Bio, Education, Interests, Expertise & Link Networks Together<br />The Social Network of Business Professionals<br />

15.
LinkedIn Groups Increasingly Popular For Automation Professionals<br />Have You Joined the MCAA Group?<br />

16.
Facebook—Increasingly A Business Communications Channel<br />600 Million Participants and Rapidly Growing<br />

17.
Your PATH Forward—STRATEGY FIRST<br />

18.
Forrester Research<br />Objectives are the key to successful social strategy<br />

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.
People— Assess Your Customers’ Social Activities<br />

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.
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.
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.
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.
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.
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.
OUR Emerson Story<br />

28.
In Process Automation, Importance of Services Growing<br />http://bit.ly/PAuto-Trends<br />

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.
Overwhelmingly Search Is The Place We Start To Find Information<br />Marketing Sherpa: How Business-to-Business Buyers Use Search<br />

31.
Trend—blogs, forums show up high in search engines<br />

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.
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.
Blog#1—EmersonProcessXperts.com began in February 2006<br />

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Strategy— Expand Blog Digital Footprint Using Social Media Services<br />Pictures<br />Podcasts<br />Presentations<br />Videos<br />

36.
The Blog Has Increased Findability Of Emerson Expertise<br />

37.
Also Leads To Sales Opportunities<br />

38.
More Emerson Blogs Now Out At The Surface Of The Web <br />

39.
Twitter Extends Our Listening & Gets People And Brands To The Surface<br />

40.
Twitter—Rapid, Viral Spread Of News And Ideas<br />

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.
Facebook And Linkedin Provide Peer-to-peer Dialog Areas Around Brands<br />

43.
Growing Emerson Brand Participation In Facebook Groups And Fan Pages<br />43<br />

44.
Example Of Peer-to-peer Help<br />

45.
Considerations<br />

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.
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.
Organizations Are Less And Less In Control Of The Conversation<br />

49.
Traditional communications channels like email trapped in corporate spam filters<br />

50.
In Two-Way Communications, Expect Open Critique<br />www.emersonprocessxperts.com/2008/06/process_control/<br />

51.
7 Ideas ON How You Might Incorporate Social Media<br />

52.
PUBLIC Relations—Get To Know Trade Press/Analyst Community Better <br />twitter.com/JimCahill/editors/members<br />

53.
CUSTOMER SUPPORT—Foster Peer-To-Peer Support For Applications And Issues<br />

54.
LOYALTY BUILDING—Rapid Response To Questions And Business Opportunities<br />

55.
COLLABORATION— Untrap What’s In Your Email Inbox And Sent Items Folders<br />

56.
NETWORKING— Ask And Answer Questions Of Your LinkedIn Network <br />

57.
THOUGHT LEADERSHIP—Share Your Expertise And It Will Be Sought<br />

58.
CUSTOMER ACQUISITION—Experts Blogging Opens Up Opportunities<br />

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 />