Challenges, Perils and Challenges, Perils and Opportunities in Web 2.0Opportunities in Web 2.0

For Automation Marketing

Jim Cahill Jim Cahill Chief Blogger/Marcom Manager, EmersonChief Blogger/Marcom Manager, Emerson

My BackgroundMy Background

Chief Blogger and Marketing Communications Manager

19 Years with Emerson

Author of www.EmersonProcessXperts.com blog

Profile at: www.LinkedIn.com/in/JimCahill

There’s a Shift in the Information There’s a Shift in the Information Flow Going OnFlow Going On

It’s felt by all of us Automation It’s felt by all of us Automation Sales and Marketing ProfessionalsSales and Marketing Professionals

One-way communications directed One-way communications directed at our audience doesn’t work like at our audience doesn’t work like it once didit once did

Hugh MacLeod may have said it Hugh MacLeod may have said it bestbest

www.gapingvoid.com/ifyoutalkedtopeople.jpg

In finding answers, our audience In finding answers, our audience seeks a dialogseeks a dialog

Web 2.0 (a.k.a. Social Media) Web 2.0 (a.k.a. Social Media) helps bring back the real-speakhelps bring back the real-speak

Time for a storyTime for a story

blip.tv/file/855937

Web 2.0, a quick definition from a Web 2.0, a quick definition from a Web 2.0 applicationWeb 2.0 application

http://en.wikipedia.org/wiki/Web_2.0

Blogs, short for weblogs, are Blogs, short for weblogs, are conversational and human-voiceconversational and human-voice

Automation-related ones: www.bloglines.com/public/JimCahill

EmersonProcessXperts.com

Most Web 2.0 applications are Most Web 2.0 applications are subscribable via RSS feedssubscribable via RSS feeds Import my automation feeds: www.bloglines.com/export?id=JimCahill

Reader.Google.com

Outlook 2007 or Newsgator add-in

for earlier versions

Microblogging sites like Twitter Microblogging sites like Twitter like instant messaging for alllike instant messaging for all

Twitter.com Twhirl.org

Twitter.com/JimCahill

Social networks connect people to Social networks connect people to business and personal friendsbusiness and personal friends

LinkedIn.com

Facebook.com

LinkedIn.com/in/JimCahill facebook.com/people/Jim_Cahill/693394549

Tagging expresses to others what Tagging expresses to others what interests you and saves it for laterinterests you and saves it for later

Delicious.com

Wikis are collaborative sharing of Wikis are collaborative sharing of informationinformation

Wikipedia.com

Sites.google.com

Photo sharing sites provide ways Photo sharing sites provide ways to upload, tag and commentto upload, tag and comment

Flickr.com

Picasaweb.google.com

Video sharing sites bring Video sharing sites bring educational opportunitieseducational opportunities

Youtube.com

There are many, many more—There are many, many more—some we’ve mentioned, others notsome we’ve mentioned, others not

Last.FM

There are services to pull your on-There are services to pull your on-line presence all togetherline presence all together

Friendfeed.com

Have I covered all the Web 2.0 Have I covered all the Web 2.0 applications?applications?

So what are the challenges, perils So what are the challenges, perils and opportunities?and opportunities?

Let’s start with the challengesLet’s start with the challenges

www.freedigitalphotos.net

We know the status quo and we’re We know the status quo and we’re good at itgood at it

Our audience has more ways to Our audience has more ways to tune us outtune us out

Marketing Defenses are Marketing Defenses are increasingincreasing

With whom is more consideration With whom is more consideration placed?placed?

Messages are getting lost in a sea Messages are getting lost in a sea of spamof spam

Less and less are we in control of Less and less are we in control of message—more public than evermessage—more public than ever

Let’s move on to the perilsLet’s move on to the perils

www.freedigitalphotos.net

Another story—the textbook case Another story—the textbook case of loss of control of the messageof loss of control of the message

****

There’s a night and day’s There’s a night and day’s difference at Delldifference at Dell

Top of the list, getting startedTop of the list, getting started

www.freedigitalphotos.net

Lots of legal issues to sort Lots of legal issues to sort throughthrough

What we have recommended to What we have recommended to Web 2.0 participantsWeb 2.0 participants

www.emersonprocessxperts.com/exchangeresources/

Our customers may not wait for Our customers may not wait for our well-crafted messagingour well-crafted messaging

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.

Our work may be openly critiquedOur work may be openly critiqued

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

It takes more time to participate It takes more time to participate than you might suspectthan you might suspect

Sometimes the conversation can Sometimes the conversation can go ongo on

Expect to feel the pressure to Expect to feel the pressure to publish or perishpublish or perish

Have I scared you off yet? Well, Have I scared you off yet? Well, what are the opportunities?what are the opportunities?

www.freedigitalphotos.net

Monitor your company and brands Monitor your company and brands with RSS Searches or email alertswith RSS Searches or email alerts

BlogSearch.google.com and News.Google.com

Or monitor standards, Or monitor standards, technologies, yourself, etc.technologies, yourself, etc.

Closer relationships with the Closer relationships with the editor community—Twitter ex.editor community—Twitter ex.

Discovering editorial Discovering editorial opportunitiesopportunities

Building ad-hoc communitiesBuilding ad-hoc communities

Voice over IP chatVoice over IP chat

Connecting people to solve Connecting people to solve problems and find opportunitiesproblems and find opportunities

Having impromptu meet ups Having impromptu meet ups based on your travelsbased on your travels

search.twitter.com/search?q=tweetup+austin

Contributing base-level Contributing base-level knowledgeknowledge

Online listening and response Online listening and response helps turns negative into positivehelps turns negative into positive

Listening and doing customer Listening and doing customer research in real-timeresearch in real-time

Some baby steps to considerSome baby steps to consider

www.slideshare.net/JimCahill/challenges-perils-and-opportunities-in-web-20-for-automation-marketing-presentation/ for this presentation

delicious.com/JimCahillDotNet/ISAMarketingSales2008 for all the links shared today

Start by listening with RSS—news feeds, blogs, persistent RSS searches

Try some of the applications like LinkedIn and TwitterConsider reading the books ClueTrain Manifesto

and Groundswell for philosophy and strategic framework behind your Web 2.0 plans

In my 2½ years, it’s been an In my 2½ years, it’s been an exciting journeyexciting journey

Thank You!Thank You!