Presented by Jim Cahill at Sept 1-3 ISA Sales and Marketing Summit as keynote speech.

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

2. The Case For Why Not Using the social media tools of blogs and YouTube, I connected with creator of this video, Ron Desito ask if he’d mind if I share this with you. www.rondesi.com/social-media/banning-social-media-the-video/

3. BjarniHerjólfsson 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 Thing

4. The Case for Why www.youtube.com/watch?v=lFZ0z5Fm-Ng

5. 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.” en.wikipedia.org/wiki/Social_media 5

6. 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

7.   DELL’s definition www.slideshare.net/Dell_Inc/three-social-media-steps-for-business 7

8. Recent Chemical Engineering study

9. Twitter—140 character microblog, integrated with cell texting, follow/follow Twitter is like a Text Message with a BCC: To The World

10. Is Twitter used in our world of automation? Yes

11. Emerson people and brands in Twitter 11 twitter.com/JimCahill/emerson/members

12. YouTube—shared user-generated videos Share Successes, How-to’s, Training, Demonstrations

13. Flickr—user generated picture sharing Worth at Least a Thousand Words

14. SlideShare—user-generated presentation sharing SlideShare = Presentations

15. LinkedIn—bio, education, interests, expertise & link networks together The Social Network of Business Professionals

16. LinkedIn Groups increasingly popular for automation professionals

17. Facebook—quickly becoming a business communications channel 500 Million Participants and Rapidly Growing

18. Have we covered everything? The Rest is Your Homework Assignment… 

19. No Shortage of Social Media Advice

20. STRATEGY FIRST

21. Forrester Research Objectives are the key to successful social strategy

22. Develop and execute a strategy to increase your organization’s reach P O S T PeopleAssess your customers’ social activities Objectives Decide what you want to accomplish StrategyPlan for how relationships with customers will change TechnologyDecide which social technologies to use

23. People—Assess your customers’ social activities

24. Ways Organizations Use Social Media Listening Talking Energizing Supporting Embracing Groundswell objectives Roles Research Marketing Sales Support Development Source: Forrester Research

25. Objective: 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?

26. Objective: 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?

27. Objective: Energizing Can your enthusiastic customers easily connect with other customers and prospects? Can customers rate and review your products and services?

28. Objective: 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?

29. Objective: 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?

30. The Emerson Story

31. In Process Automation, Importance of Services Growing http://bit.ly/PAuto-Trends

32. The 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

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

34. Trend—blogs, forums show up high in search engines

35. Our 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

36. Emerson = 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

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

38. Strategy—expand blog digital footprint using social media services Pictures Podcasts Presentations Videos

39. The blog has increased findability of Emerson expertise

40. Also leads to sales opportunities

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

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

43. Anyone remember this metaphor for nuclear fission? www.youtube.com/watch?v=Pmy5fivI_4U

44. Nothing spreads communications faster than twitter

45. Twitter fostered community at Emerson Exchange event Broad participation Tweets on large monitors Promotion Sample stream of tweets

46. Facebook and LinkedIn provide peer-to-peer dialog areas around brands

47. Growing Emerson brand participation in Facebook groups and fan pages 47

48. Example of Peer-to-Peer Help

49. Considerations

50. Participants must understand legal issues and ramifications Copyright FinancialDisclosure Trade Secrets Fair Use Full disclosure Code of Conduct Confidentiality Good Documented Policy: www.ibm.com/blogs/zz/en/guidelines.html

51. Trends all organizations face Information Overloadboth in message volume & channels Choice Overloadchoice 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 ParticipantsOne person on-line can reach similar numbers of people as traditional advertising messages Our Expertise is Locked in Our InboxOur most relevant and valuable knowledge is hidden in our brains, our inboxes, and in the presentations that we give one group at a time

52. Organizations are less and less in control of the conversation

53. Traditional communications channels like email trapped in corporate spam filters

54. Our work may be openly critiqued www.emersonprocessxperts.com/archives/2008/06/process_control.html

56. BuzzMachine doubled in visitors to 10K per day**** DELL SUCKS. DELL LIES.

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

58. 7 Ideas ON How You Might Incorporate Social Media

59. PUBLIC RELATIONS—Get to know trade press/analyst community better twitter.com/JimCahill/editors/members

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

61. LOYALTY BUILDING—rapid response to questions and business opportunities

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

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

64. THOUGHT LEADERSHIP—share your expertise and it will be sought

65. CUSTOMER ACQUISITION—experts blogging opens up business opportunities

66. THANK YOU! Let’s Stay Connected Jim Cahill EmersonProcessXperts.com @JimCahill linkedin.com/in/JimCahill Jim.Cahill@emerson.com