Opportunities in Social Media

Opportunities in Social Media Opportunities in Social Media Jim CahillChief Blogger & Head of Social Media, Emerson Process Management

Jon DiPietroOwner Bridge-Soft  & Domesticating IT

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

There’s a shift underway in how we acquire knowledge and skillsThere’s a shift underway in how we acquire knowledge and skills

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Organizations are looking for ways to have greater reach of their talented people to stimulate more business opportunities

Organizations are looking for ways to have greater reach of their talented people to stimulate more business opportunities

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Traditional methods to create awareness and preference are less effective than ever

Traditional methods to create awareness and preference are less effective than ever

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Effective social media participation increases listening, thought leadership, discoverability / findability, and trust

Effective social media participation increases listening, thought leadership, discoverability / findability, and trust

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[File Name or Event]Emerson Confidential27-Jun-01, Slide 6

Social Media (aka Web 2.0) Facilitates Interactive Sharing, Interoperability, User-Centered Design, and Collaboration on the Web†

Social Media (aka Web 2.0) Facilitates Interactive Sharing, Interoperability, User-Centered Design, and Collaboration on the Web†

† http://en.wikipedia.org/wiki/Web_2.0 6

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

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

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Flickr—User Generated Picture SharingFlickr—User Generated Picture Sharing

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SlideShare—User-Generated Presentation SharingSlideShare—User-Generated Presentation Sharing

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

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Facebook—Share Your Interests, Photos, Videos, and Affiliations with Your CircleFacebook—Share Your Interests, Photos, Videos, and Affiliations with Your Circle

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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

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Ways Organizations Use Social MediaWays Organizations Use Social Media

Development

Support

Sales

Marketing

Research

Groundswell objectivesRoles

Listening

Talking

Energizing

Supporting

Embracing

Source: Forrester Research14

[File Name or Event]Emerson Confidential27-Jun-01, Slide 15

THE EMERSON STORYTHE EMERSON STORY

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

http://bit.ly/PAuto-Trends 16

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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

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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

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Trend—Blogs and RSS News Feeds Show Up High in Search EnginesTrend—Blogs and RSS News Feeds Show Up High in Search Engines

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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

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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

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

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

Pictures

Presentations Videos

Podcasts

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

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Also Leads to Sales OpportunitiesAlso Leads to Sales Opportunities

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More Emerson Blogs Now Out at the Surface of the Web More Emerson Blogs Now Out at the Surface of the Web

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Twitter Extends our Listening & Gets People and Brands to the SurfaceTwitter Extends our Listening & Gets People and Brands to the Surface

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Anyone Remember This Metaphor for Nuclear Fission?Anyone Remember This Metaphor for Nuclear Fission?

www.youtube.com/watch?v=Pmy5fivI_4U

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[File Name or Event]Emerson Confidential27-Jun-01, Slide 29

Nothing Spreads Communications Faster than TwitterNothing Spreads Communications Faster than Twitter

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Twitter Fostered Community at Emerson Exchange EventTwitter Fostered Community at Emerson Exchange Event

Tweets on large monitors

Broad participation

Sample stream of tweetsPromotion 30

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Facebook and LinkedIn Provide Peer-To-Peer Dialog Areas Around BrandsFacebook and LinkedIn Provide Peer-To-Peer Dialog Areas Around Brands

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Example of Peer-to-Peer HelpExample of Peer-to-Peer Help

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OTHER SUCCESSFUL EXAMPLESOTHER SUCCESSFUL EXAMPLES

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National Instruments—Vibrant Communities Driven By Passionate Community ManagersNational Instruments—Vibrant Communities Driven By Passionate Community Managers

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MarketingProfs.com—Good Example of Free vs. Member Only InformationMarketingProfs.com—Good Example of Free vs. Member Only Information

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PITFALLSPITFALLS

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[File Name or Event]Emerson Confidential27-Jun-01, Slide 37

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

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[File Name or Event]Emerson Confidential27-Jun-01, Slide 38

Trends All Organizations FaceTrends All Organizations Face Information Overload both in message volume

& channels Choice Overload choice removed & no longer

limited by geography & proximity Distrust of Traditional Marketing Tactics –

People trust stranger reviews more than “marketing speak”

Conversations Happening with Greater Visibility and More Participants One person on-line can reach similar numbers of people as traditional advertising messages

Our Expertise is Locked in Our Inbox Our most relevant and valuable knowledge is hidden in our brains, our inboxes, and in the presentations that we give one group at a time38

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Organizations are Less and Less in Control of the ConversationOrganizations are Less and Less in Control of the Conversation

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Traditional Communications Channels like eMails Being Trapped by Corporate Spam FiltersTraditional Communications Channels like eMails Being Trapped by Corporate Spam Filters

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Our work may be openly critiquedOur work may be openly critiqued

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

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Textbook Case of Loss of Control of the Message—“Dell Hell”Textbook Case of Loss of Control of the Message—“Dell Hell”

****

DELL SUCKS. DELL LIES.

• In 2005, was on first page of Google Search on DELL

• BuzzMachine doubled in visitors to 10K per day

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DELL Made Strategic Decision to Listen and Participate in Social Media ChannelsDELL Made Strategic Decision to Listen and Participate in Social Media Channels

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PATH FORWARDPATH FORWARD

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Building a Content Conveyor Belt

You’ve got lots to say,but not enough listeners.

You must break through

the communication barrier

Pushing content is

hard work.

Maybe they can

come to us.

How can we?

Reuse the content we already have?

Get it indexed by Google?

Let people filter and opt in?

Distribute to multiple channels?

Measure it all?

Do it for virtually no cost?

Answer: Build a Content Conveyor Belt

Step 1:Get a motor

(blogs are a great motor)

(powered by LAMP web host)

Step 2:

Fire it up

load the conveyor with your content: press releases, news updates, product announcements, presentations, etc…

Step 3:Crank up your

search juice

most blog frameworks like WordPress have search engine optimization built-insearch engines love sites with lots of pages and fresh content

Step 4:

Slap labels (meta data)on your content

Category A

Category B

Tag 1

Tag 2

Tag 3

Tag 4

assigning categories and tags makes it easy to:• search• filter• syndicate

Step 5:

Let your audience pick and choose Mmm… I love

me some “Category B”

Step 6:Deliver to

multiple channels

most of this content distribution can be completely automated

Step 7:Measure

use analytics to measure:• most popular posts• comments• back links

So what’s it co$t?

Domain registration $10 - $20 per year

Web site hosting $8 per month

WordPress system FREE

SEO plugins FREE

Google analytics FREE

Social Networks FREE

So what’s your Internet strategy?

Pushing press releases, sending emails, paying for clicks, and buying ad space?

Publishing remarkable content and making it easy for people to share?

Follow Up

Twitter @JonDiPietro

Email [email protected]

Phone +1 (603) 606-5937

Skype JonDiPietro

Blog DomesticatingIT.com

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