Social Media Impact on Emerson B2B World of Process Automation

Social Media’s Impact On Emerson’s B2B World Of Process Automation

Social Media’s Impact On Emerson’s B2B World Of Process AutomationJim CahillChief Blogger / Head of Social Media

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

FlowFlow About Emerson & Me Our Emerson Story Measures of Success Going Forward Questions


Emerson At-A-Glance 2013US $24.7 Billion In SalesEmerson At-A-Glance 2013US $24.7 Billion In Sales

Diversified global manufacturer and technology provider

Approximately 135,000 employees worldwide

Headquarters in St. Louis, Missouri USANYSE: EMR

• 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


4

Emerson—Technology Leader In Many MarketsEmerson—Technology Leader In Many Markets

#1 Compressors

#1 Controls

#1 Alternators

#1 Fluid Control

#1 Ultrasonic Welding

#1 Food Waste Disposer

#1 Plumbing Tools

#1 Wet/Dry Vacuums

#1 Integrated Mobile Point-of-Care Carts

#1 Control Valves & Regulators#1 Measurement Devices

#1 Wireless Devices

#1 AC & DC Power Systems

#1 OEM Embedded Power

#1 Precision Cooling Systems

#1 Access & Control (KVM)

#1 Power Switching & Controls


Sensing, Controlling, Optimizing “Stuff Flowing Through Pipes”Sensing, Controlling, Optimizing “Stuff Flowing Through Pipes”

Industries– Oil & Gas Production– Refining & Chemicals– Biotech &

Pharmaceuticals– Food & Beverage– Metals & Mining– Power, Water &

Alternative Energy


Example “Mega Project” – Floating Liquefied Natural Gas VesselExample “Mega Project” – Floating Liquefied Natural Gas Vessel


Located In Round Rock Across I35 From Main Dell Campus On 45 Toll RoadLocated In Round Rock Across I35 From Main Dell Campus On 45 Toll Road


About MeAbout 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


OUR EMERSON STORYOUR EMERSON STORY


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

http://bit.ly/PAuto-Trends


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


Overwhelmingly Search Is The Place Our Customers Go To Find AnswersOverwhelmingly Search Is The Place Our Customers Go To Find Answers


Trend—Blogs, Forums Show Up High In Search EnginesTrend—Blogs, Forums Show Up High In Search Engines


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


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

“Shrink the Time & Distance”


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


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

Pictures

Presentations Videos

Podcasts


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


Also Leads To Sales OpportunitiesAlso Leads To Sales Opportunities


More Emerson Blogs Now Out At The Surface Of The Web More Emerson Blogs Now Out At The Surface Of The Web


Brand Communities In LinkedIn Groups, Facebook Pages, YouTube Channels, Etc.Brand Communities In LinkedIn Groups, Facebook Pages, YouTube Channels, Etc.


PUBLIC Relations—Getting To Know Trade Press/Analyst Community Better PUBLIC Relations—Getting To Know Trade Press/Analyst Community Better

twitter.com/JimCahill/editors/members


Twitter Fosters Community At Emerson Exchange Customer ConferenceTwitter Fosters Community At Emerson Exchange Customer Conference

Tweets on large monitors

Broad participation

Sample stream of tweetsPromotion


Bringing Global Customer Peer-To-Peer Community TogetherBringing Global Customer Peer-To-Peer Community Together

Emerson Exchange 365

Peer-to-Peer CustomerCommunity

Launched November 2011

8000+ Members

EmersonExchange365.com


MEASURES OF SUCCESSMEASURES OF SUCCESS


Top Measure - ContactsTop Measure - Contacts

“I’m interesting in contacting Chuck Miller regarding BMS

or an Emerson Process Expert on BMS for fired

heaters with multiple burners”


Sales Opportunities Come From Many PlacesSales Opportunities Come From Many Places


Subject Matter Expert Trade Press OpportunitiesSubject Matter Expert Trade Press Opportunities


Traditional Visit & Participation MeasuresTraditional Visit & Participation MeasuresRegistered Community Members

Most Viewed: Aug-Current Track Total Views

DeltaV 18,106 Top Level 3,491Wireless 1,608 Valves 1,245Analytical 763Flow 726

Active Community Members

Total Forum Post Views/Day


GOING FORWARDGOING FORWARD


Guidelines & TrainingGuidelines & Training


Emerson Brand -> Technology + ExpertiseEmerson Brand -> Technology + Expertise

Technology

Expertise


Increase Our Subject Matter Experts PresenceIncrease Our Subject Matter Experts Presence


Creating Thought Leadership Through RelevanceCreating Thought Leadership Through Relevance

Source: http://econsultancy.com/us/blog/11406-seo-and-social-media-get-married

Drive the relevance through secondary channels that are relevant storage

terminalsIndustry facilitator


Building Thought Leadership With Global Subject Matter ExpertsBuilding 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.

Forbes: http://jimc.me/ZMVV2M

“…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.”


BABY STEP: Join Specific Emerson Exchange 365 Community TracksBABY STEP: Join Specific Emerson Exchange 365 Community Tracks

Where our customers talk


BABY STEP: Listen. Follow Customer Companies in LinkedIn / Scan Home PageBABY STEP: Listen. Follow Customer Companies in LinkedIn / Scan Home Page

Gives flavor of what’s being talked about


BABY STEP: Proactively LinkedIn Connect with FolksBABY STEP: Proactively LinkedIn Connect with Folks

Customers, Trade press/analysts, Peers, etc.


BABY STEP: Use LinkedIn Status to Share Interesting Articles w/ ConnectionsBABY STEP: Use LinkedIn Status to Share Interesting Articles w/ Connections

What you think. Paste in URL.


Imagine Our Reach As Each Of Our Number of Connections GrowImagine Our Reach As Each Of Our Number of Connections Grow

http://inmaps.linkedinlabs.com/network


Questions?

Jim Cahill@JimCahill

linkedin.com/in/[email protected]

THANK YOU!