social media: should we, should we not, or should we ignore the whole thing

Social Media—Should We, Should We Not, Or Should We Just Ignore the Whole Thing?

Social Media—Should We, Should We Not, Or Should We Just Ignore the Whole Thing?Jim CahillChief Blogger / Head of Social Media

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

The Case For Why NotThe Case For Why Not Using the social media tools of blogs and

YouTube, I connected with creator of this video, Ron Desi to ask if he’d mind if I share this with you.

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 3

Bjarni Herjólfsson sees mainland North American continent in 986AD but turns back while still at sea— en.wikipedia.org/wiki/Bjarni_Herjólfsson

In the first ten years of UNIX's existence it only ran on Digital Equipment Corporation machines—DEC never capitalized on this

The Case for Ignore the Whole ThingThe Case for Ignore the Whole Thing

[File Name or Event]Emerson Confidential27-Jun-01, Slide 4

The Case for WhyThe Case for Why

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 5

So what exactly is social media?So what exactly is social media?“Social media are media for social interaction, using highly accessible

and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They

support the democratization of knowledge and information and transform people from content consumers to content producers. 

…A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.”

5

en.wikipedia.org/wiki/Social_media

[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

en.wikipedia.org/wiki/Web_2.0

[File Name or Event]Emerson Confidential27-Jun-01, Slide 7

DELL’s definitionDELL’s definition

7www.slideshare.net/Dell_Inc/three-social-media-steps-for-business

[File Name or Event]Emerson Confidential27-Jun-01, Slide 8

Recent Chemical Engineering studyRecent Chemical Engineering study

[File Name or Event]Emerson Confidential27-Jun-01, Slide 9

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 10

Is Twitter used in our world of automation?Is Twitter used in our world of automation?

Yes

[File Name or Event]Emerson Confidential27-Jun-01, Slide 11

Emerson people and brands in TwitterEmerson people and brands in Twitter

11twitter.com/JimCahill/emerson/members

[File Name or Event]Emerson Confidential27-Jun-01, Slide 12

YouTube—shared user-generated videosYouTube—shared user-generated videos

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 13

Flickr—user generated picture sharingFlickr—user generated picture sharing

Worth at Least a Thousand Words

[File Name or Event]Emerson Confidential27-Jun-01, Slide 14

SlideShare—user-generated presentation sharingSlideShare—user-generated presentation sharing

SlideShare = Presentations

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

LinkedIn—bio, education, interests, expertise & link networks togetherLinkedIn—bio, education, interests, expertise & link networks together

The Social Network of Business Professionals

[File Name or Event]Emerson Confidential27-Jun-01, Slide 16

LinkedIn Groups increasingly popular for automation professionalsLinkedIn Groups increasingly popular for automation professionals

[File Name or Event]Emerson Confidential27-Jun-01, Slide 17

Facebook—quickly becoming a business communications channelFacebook—quickly becoming a business communications channel

500 Million Participants and Rapidly Growing

[File Name or Event]Emerson Confidential27-Jun-01, Slide 18

Have we covered everything?Have we covered everything?

The Rest is Your Homework Assignment…

[File Name or Event]Emerson Confidential27-Jun-01, Slide 19

No Shortage of Social Media AdviceNo Shortage of Social Media Advice

[File Name or Event]Emerson Confidential27-Jun-01, Slide 20

STRATEGY FIRSTSTRATEGY FIRST

[File Name or Event]Emerson Confidential27-Jun-01, Slide 21

Forrester ResearchForrester Research

Objectives are the key to successful social strategy

[File Name or Event]Emerson Confidential27-Jun-01, Slide 22

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 23

People—Assess your customers’ social activitiesPeople—Assess your customers’ social activities

[File Name or Event]Emerson Confidential27-Jun-01, Slide 24

Ways Organizations Use Social MediaWays Organizations Use Social Media

Development

Support

Sales

Marketing

Research

Groundswell objectivesRoles

Listening

Talking

Energizing

Supporting

Embracing

Source: Forrester Research

[File Name or Event]Emerson Confidential27-Jun-01, Slide 25

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?

[File Name or Event]Emerson Confidential27-Jun-01, Slide 26

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?

[File Name or Event]Emerson Confidential27-Jun-01, Slide 27

Objective: EnergizingObjective: Energizing Can your enthusiastic

customers easily connect with other customers and prospects?

Can customers rate and review your products and services?

[File Name or Event]Emerson Confidential27-Jun-01, Slide 28

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?

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

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?

[File Name or Event]Emerson Confidential27-Jun-01, Slide 30

THE EMERSON STORYTHE EMERSON STORY

[File Name or Event]Emerson Confidential27-Jun-01, Slide 31

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

http://bit.ly/PAuto-Trends

[File Name or Event]Emerson Confidential27-Jun-01, Slide 32

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 33

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 34

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 35

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 36

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

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

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

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

Strategy—expand blog digital footprint using social media servicesStrategy—expand blog digital footprint using social media services

Pictures

Presentations Videos

Podcasts

[File Name or Event]Emerson Confidential27-Jun-01, Slide 39

The blog has increased findability of Emerson expertiseThe blog has increased findability of Emerson expertise

[File Name or Event]Emerson Confidential27-Jun-01, Slide 40

Also leads to sales opportunitiesAlso leads to sales opportunities

[File Name or Event]Emerson Confidential27-Jun-01, Slide 41

More Emerson blogs now out at the surface of the web More Emerson blogs now out at the surface of the web

[File Name or Event]Emerson Confidential27-Jun-01, Slide 42

Twitter extends our listening & gets people and brands to the surfaceTwitter extends our listening & gets people and brands to the surface

[File Name or Event]Emerson Confidential27-Jun-01, Slide 43

Anyone remember this metaphor for nuclear fission?Anyone remember this metaphor for nuclear fission?

www.youtube.com/watch?v=Pmy5fivI_4U

[File Name or Event]Emerson Confidential27-Jun-01, Slide 44

Nothing spreads communications faster than twitterNothing spreads communications faster than twitter

[File Name or Event]Emerson Confidential27-Jun-01, Slide 45

Twitter fostered community at Emerson Exchange eventTwitter fostered community at Emerson Exchange event

Tweets on large monitors

Broad participation

Sample stream of tweetsPromotion

[File Name or Event]Emerson Confidential27-Jun-01, Slide 46

Facebook and LinkedIn provide peer-to-peer dialog areas around brandsFacebook and LinkedIn provide peer-to-peer dialog areas around brands

[File Name or Event]Emerson Confidential27-Jun-01, Slide 47

Growing Emerson brand participation in Facebook groups and fan pagesGrowing Emerson brand participation in Facebook groups and fan pages

47

[File Name or Event]Emerson Confidential27-Jun-01, Slide 48

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 49

CONSIDERATIONSCONSIDERATIONS

[File Name or Event]Emerson Confidential27-Jun-01, Slide 50

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 51

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 time

[File Name or Event]Emerson Confidential27-Jun-01, Slide 52

Organizations are less and less in control of the conversationOrganizations are less and less in control of the conversation

[File Name or Event]Emerson Confidential27-Jun-01, Slide 53

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 54

Our work may be openly critiquedOur work may be openly critiqued

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 55

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 56

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 57

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 58

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

[File Name or Event]Emerson Confidential27-Jun-01, Slide 59

CUSTOMER SUPPORT—foster peer-to-peer support for applications and issuesCUSTOMER SUPPORT—foster peer-to-peer support for applications and issues

[File Name or Event]Emerson Confidential27-Jun-01, Slide 60

LOYALTY BUILDING—rapid response to questions and business opportunitiesLOYALTY BUILDING—rapid response to questions and business opportunities

[File Name or Event]Emerson Confidential27-Jun-01, Slide 61

COLLABORATION—untrap what’s in your email inbox and sent items foldersCOLLABORATION—untrap what’s in your email inbox and sent items folders

[File Name or Event]Emerson Confidential27-Jun-01, Slide 62

NETWORKING—ask and answer questions of your LinkedIn network NETWORKING—ask and answer questions of your LinkedIn network

[File Name or Event]Emerson Confidential27-Jun-01, Slide 63

THOUGHT LEADERSHIP—share your expertise and it will be soughtTHOUGHT LEADERSHIP—share your expertise and it will be sought

[File Name or Event]Emerson Confidential27-Jun-01, Slide 64

CUSTOMER ACQUISITION—experts blogging opens up business opportunitiesCUSTOMER ACQUISITION—experts blogging opens up business opportunities

[File Name or Event]Emerson Confidential27-Jun-01, Slide 65

Let’s Stay Connected

Jim CahillEmersonProcessXperts.com

@JimCahilllinkedin.com/in/JimCahillJim.Cahill@emerson.com

THANK YOU!