Opportunities in Social Media
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Transcript of 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
2
[File Name or Event]Emerson Confidential27-Jun-01, Slide 3
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
3
[File Name or Event]Emerson Confidential27-Jun-01, Slide 4
Traditional methods to create awareness and preference are less effective than ever
Traditional methods to create awareness and preference are less effective than ever
4
[File Name or Event]Emerson Confidential27-Jun-01, Slide 5
Effective social media participation increases listening, thought leadership, discoverability / findability, and trust
Effective social media participation increases listening, thought leadership, discoverability / findability, and trust
5
[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
[File Name or Event]Emerson Confidential27-Jun-01, Slide 7
Twitter—140 Character Microblog, Integrated with Cell Texting, Follow/FollowTwitter—140 Character Microblog, Integrated with Cell Texting, Follow/Follow
7
[File Name or Event]Emerson Confidential27-Jun-01, Slide 8
YouTube—Shared User-Generated VideosYouTube—Shared User-Generated Videos
8
[File Name or Event]Emerson Confidential27-Jun-01, Slide 9
Flickr—User Generated Picture SharingFlickr—User Generated Picture Sharing
9
[File Name or Event]Emerson Confidential27-Jun-01, Slide 10
SlideShare—User-Generated Presentation SharingSlideShare—User-Generated Presentation Sharing
10
[File Name or Event]Emerson Confidential27-Jun-01, Slide 11
LinkedIn—Bio, Education, Interests, Expertise Sharing & Link Social Networks TogetherLinkedIn—Bio, Education, Interests, Expertise Sharing & Link Social Networks Together
11
[File Name or Event]Emerson Confidential27-Jun-01, Slide 12
Facebook—Share Your Interests, Photos, Videos, and Affiliations with Your CircleFacebook—Share Your Interests, Photos, Videos, and Affiliations with Your Circle
12
[File Name or Event]Emerson Confidential27-Jun-01, Slide 13
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
13
[File Name or Event]Emerson Confidential27-Jun-01, Slide 14
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
15
[File Name or Event]Emerson Confidential27-Jun-01, Slide 16
In Process Automation, Importance of Services GrowingIn Process Automation, Importance of Services Growing
http://bit.ly/PAuto-Trends 16
[File Name or Event]Emerson Confidential27-Jun-01, Slide 17
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 18
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
18
[File Name or Event]Emerson Confidential27-Jun-01, Slide 19
Trend—Blogs and RSS News Feeds Show Up High in Search EnginesTrend—Blogs and RSS News Feeds Show Up High in Search Engines
19
[File Name or Event]Emerson Confidential27-Jun-01, Slide 20
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
20
[File Name or Event]Emerson Confidential27-Jun-01, Slide 21
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 22
Blog#1—EmersonProcessXperts.com Began in February 2006Blog#1—EmersonProcessXperts.com Began in February 2006
22
[File Name or Event]Emerson Confidential27-Jun-01, Slide 23
Strategy—Expand Blog Digital Footprint Using Social Media ServicesStrategy—Expand Blog Digital Footprint Using Social Media Services
Pictures
Presentations Videos
Podcasts
23
[File Name or Event]Emerson Confidential27-Jun-01, Slide 24
The Blog Has Increased Findability of Emerson ExpertiseThe Blog Has Increased Findability of Emerson Expertise
24
[File Name or Event]Emerson Confidential27-Jun-01, Slide 25
Also Leads to Sales OpportunitiesAlso Leads to Sales Opportunities
25
[File Name or Event]Emerson Confidential27-Jun-01, Slide 26
More Emerson Blogs Now Out at the Surface of the Web More Emerson Blogs Now Out at the Surface of the Web
26
[File Name or Event]Emerson Confidential27-Jun-01, Slide 27
Twitter Extends our Listening & Gets People and Brands to the SurfaceTwitter Extends our Listening & Gets People and Brands to the Surface
27
[File Name or Event]Emerson Confidential27-Jun-01, Slide 28
Anyone Remember This Metaphor for Nuclear Fission?Anyone Remember This Metaphor for Nuclear Fission?
www.youtube.com/watch?v=Pmy5fivI_4U
28
[File Name or Event]Emerson Confidential27-Jun-01, Slide 29
Nothing Spreads Communications Faster than TwitterNothing Spreads Communications Faster than Twitter
29
[File Name or Event]Emerson Confidential27-Jun-01, Slide 30
Twitter Fostered Community at Emerson Exchange EventTwitter Fostered Community at Emerson Exchange Event
Tweets on large monitors
Broad participation
Sample stream of tweetsPromotion 30
[File Name or Event]Emerson Confidential27-Jun-01, Slide 31
Facebook and LinkedIn Provide Peer-To-Peer Dialog Areas Around BrandsFacebook and LinkedIn Provide Peer-To-Peer Dialog Areas Around Brands
31
[File Name or Event]Emerson Confidential27-Jun-01, Slide 32
Example of Peer-to-Peer HelpExample of Peer-to-Peer Help
32
[File Name or Event]Emerson Confidential27-Jun-01, Slide 33
OTHER SUCCESSFUL EXAMPLESOTHER SUCCESSFUL EXAMPLES
33
[File Name or Event]Emerson Confidential27-Jun-01, Slide 34
National Instruments—Vibrant Communities Driven By Passionate Community ManagersNational Instruments—Vibrant Communities Driven By Passionate Community Managers
34
[File Name or Event]Emerson Confidential27-Jun-01, Slide 35
MarketingProfs.com—Good Example of Free vs. Member Only InformationMarketingProfs.com—Good Example of Free vs. Member Only Information
35
[File Name or Event]Emerson Confidential27-Jun-01, Slide 36
PITFALLSPITFALLS
36
[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
37
[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
[File Name or Event]Emerson Confidential27-Jun-01, Slide 39
Organizations are Less and Less in Control of the ConversationOrganizations are Less and Less in Control of the Conversation
39
[File Name or Event]Emerson Confidential27-Jun-01, Slide 40
Traditional Communications Channels like eMails Being Trapped by Corporate Spam FiltersTraditional Communications Channels like eMails Being Trapped by Corporate Spam Filters
[File Name or Event]Emerson Confidential27-Jun-01, Slide 41
Our work may be openly critiquedOur work may be openly critiqued
www.emersonprocessxperts.com/archives/2008/06/process_control.html
41
[File Name or Event]Emerson Confidential27-Jun-01, Slide 42
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
42
[File Name or Event]Emerson Confidential27-Jun-01, Slide 43
DELL Made Strategic Decision to Listen and Participate in Social Media ChannelsDELL Made Strategic Decision to Listen and Participate in Social Media Channels
43
[File Name or Event]Emerson Confidential27-Jun-01, Slide 44
PATH FORWARDPATH FORWARD
44
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
Facebook Facebook.com/DomesticatingIT