Challenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistan
Social Media Impact on Emerson B2B World of Process Automation
1. Social Media’s Impact On
Emerson’s B2B World Of
Process Automation
Jim Cahill
Chief Blogger / Head of Social Media
2. Flow
About Emerson & Me
Our Emerson Story
Measures of Success
Going Forward
Questions
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 2
3. Emerson At-A-Glance 2013
US $24.7 Billion In Sales
Headquarters in
St. Louis, Missouri USA
NYSE: EMR
Diversified global
manufacturer and
technology provider
Approximately 135,000
employees worldwide
• Manufacturing and/or sales presence in more than 150
countries
• 235 manufacturing locations around the world
• No. 120 on 2012 FORTUNE 500 list of
America’s largest corporations
• Founded in 1890
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 3
4. Emerson—Technology Leader In Many
Markets
#1 AC & DC Power Systems
#1 OEM Embedded Power
#1 Precision Cooling Systems
#1 Access & Control (KVM)
#1 Power Switching & Controls
#1 Control Valves & Regulators
#1 Measurement Devices
#1 Wireless Devices
#1 Alternators
#1 Fluid Control
#1 Ultrasonic Welding
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27-Jun-01, Slide 4
#1 Compressors
#1 Controls
#1 Food Waste Disposer
#1 Plumbing Tools
#1 Wet/Dry Vacuums
#1 Integrated Mobile Point-of-Care
Carts
4
5. Sensing, Controlling, Optimizing
―Stuff Flowing Through Pipes‖
Industries
– Oil & Gas Production
– Refining & Chemicals
– Biotech &
Pharmaceuticals
– Food & Beverage
– Metals & Mining
– Power, Water &
Alternative Energy
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 5
6. Example ―Mega Project‖ – Floating
Liquefied Natural Gas Vessel
[File Name or Event]
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27-Jun-01, Slide 6
7. Located In Round Rock Across I35 From
Main Dell Campus On 45 Toll Road
[File Name or Event]
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27-Jun-01, Slide 7
8. About Me
http://LinkedIn.com/in/JimCahill
Electrical Engineer – Univ. of Texas @Austin
Offshore Oil & Gas Business, New Orleans – 5 yrs
Emerson in Various Sales & Mktg Roles – 25 yrs
Chief Blogger, Social Marketing Leader - 7 yrs
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 8
10. In Process Automation, Importance Of
Services Growing
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 10
http://bit.ly/PAuto-Trends
11. 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
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 11
12. Overwhelmingly Search Is The Place Our
Customers Go To Find Answers
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 12
13. Trend—Blogs, Forums Show Up High
In Search Engines
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 13
14. 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
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 14
15. 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
“Shrink the Time & Distance”
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 15
17. Strategy—Expand Blog Digital Footprint
Using Social Media Services
Pictures
Podcasts
Presentations
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 17
Videos
18. The Blog Has Increased Findability Of
Emerson Expertise
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 18
19. Also Leads To Sales Opportunities
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 19
20. More Emerson Blogs Now Out At The
Surface Of The Web
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 20
21. Brand Communities In LinkedIn Groups,
Facebook Pages, YouTube Channels, Etc.
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 21
22. PUBLIC Relations—Getting To Know
Trade Press/Analyst Community Better
twitter.com/JimCahill/editors/members
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 22
23. Twitter Fosters Community At
Emerson Exchange Customer Conference
Broad participation
Tweets on large monitors
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 23
Promotion
Sample stream of tweets
24. Bringing Global Customer Peer-To-Peer
Community Together
EmersonExchange365.com
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 24
Emerson
Exchange 365
Peer-to-Peer
Customer
Community
Launched
November 2011
8000+ Members
26. Top Measure - Contacts
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 26
“I’m interesting in contacting
Chuck Miller regarding BMS
or an Emerson Process
Expert on BMS for fired
heaters with multiple burners”
27. Sales Opportunities Come From Many
Places
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 27
28. Subject Matter Expert
Trade Press Opportunities
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 28
29. Traditional Visit & Participation Measures
Registered Community Members
Active Community Members
Most Viewed: Aug-Current
Track Total Views
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 29
DeltaV
Top Level
Wireless
Valves
Analytical
Flow
18,106
3,491
1,608
1,245
763
726
Total Forum Post Views/Day
32. Emerson Brand ->
Technology + Expertise
Technology
Expertise
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 32
33. Increase Our Subject Matter Experts
Presence
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 33
34. Creating Thought Leadership Through
Relevance
Drive the relevance
through secondary
channels that are
relevant storage
terminals
Industry
facilitator
Source: http://econsultancy.com/us/blog/11406-seo-and-social-media-get-married
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 34
35. Building Thought Leadership With Global
Subject Matter Experts
Thought Leadership is simply
about becoming an authority on
relevant topics by delivering the
answers to the biggest
questions on the minds of your
target audience.
“…especially important in B2B. This is because of the complexity and
length of the decision-making process in B2B environments and the
large number of people involved.”
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 35
Forbes: http://jimc.me/ZMVV2M
36. BABY STEP: Join Specific Emerson
Exchange 365 Community Tracks
Where our customers talk
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 36
37. BABY STEP: Listen. Follow Customer
Companies in LinkedIn / Scan Home Page
Gives flavor of what’s being talked about
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 37
38. BABY STEP: Proactively LinkedIn
Connect with Folks
Customers, Trade press/analysts, Peers, etc.
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 38
39. BABY STEP: Use LinkedIn Status to Share
Interesting Articles w/ Connections
What you think. Paste in URL.
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 39
40. Imagine Our Reach As Each Of Our
Number of Connections Grow
[File Name or Event]
Emerson Confidential
27-Jun-01, Slide 40
http://inmaps.linkedinlabs.com/network
Groundswell would have been a great book to have had before we started, but our story begins roughly 6 years ago.
Years ago we were seeing a trend of the increasing importance of services in automation projects. In the mature markets companies were de-staffing their engineering groups and in developing areas large, complex greenfield projects required experienced project teams and project management.
My team’s background had been in product marketing communications but around this time we brought together our systems and solutions business. Our challenge was that marketing services was very different than marketing products.
You may have seen studies like this one saying that social media is not big in our world of automation. Here’s the part that jumps out to me. 95% find search very useful or useful, by far the leading answer on ways to find information.
After successfully piloting an intranet blog and proving the visibility of post with our internal Google search appliance, we successfully navigated our legal, HR, and marketing hierarchies to launch the Emerson Process Experts blog.The mission began and still remains: to connect folks who find the blog posts with the Emerson people behind the technologies and expertise. From its humble beginnings, we’re up to 40,000 visits each month and 900-1000 subscriptions.I included a post with an embedded presentation to tease my next slide…
In the posts I take advantage of content I’ve posted in SlideShare, YouTube, and Flickr to make the post richer and increase the digital footprint. I also do an audio podcast of almost every post. Customers and sales folks gave me feedback that they have long commutes and wanted the audio version of each post, so I created an iTunes channel and MP3 subscription.
The blog has increased the findability of our expertise, not only in the blog posts, but in content it links to back on the www.EmersonProcess.com website.
With every post I provide my contact information by email, phone, twitter, voice over IP, etc as well as an email link to the expert I feature. Some of the folks who contact me send RFQs, requests for consultation, offers of technology collaboration, resumes, and more.
The value is building a digital footprint in our areas of expertise where the Google spiders can crawl and reveal this expertise to our customers and prospective customers.
From a practical standpoint is that we have to up our game on the Expertise side of the equation.
Why? You’re growing your expertise communications network