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Challenges, Perils and Opportunities in Web 2.0 For Automation Marketing Jim Cahill  Chief Blogger/Marcom Manager, Emerson
My Background ,[object Object],[object Object],[object Object],[object Object]
There’s a Shift in the Information Flow Going On
It’s felt by all of us Automation Sales and Marketing Professionals
One-way communications directed at our audience doesn’t work like it once did
Hugh MacLeod may have said it best www.gapingvoid.com/ifyoutalkedtopeople.jpg
In finding answers, our audience seeks a dialog
Web 2.0 (a.k.a. Social Media) helps bring back the real-speak
Time for a story blip.tv/file/855937
Web 2.0, a quick definition from a Web 2.0 application http://en.wikipedia.org/wiki/Web_2.0
Blogs, short for weblogs, are conversational and human-voice Automation-related ones:  www.bloglines.com/public/JimCahill EmersonProcessXperts.com
Most Web 2.0 applications are subscribable 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 like instant messaging for all Twitter.com Twhirl.org Twitter.com/JimCahill
Social networks connect people to business and personal friends LinkedIn.com Facebook.com LinkedIn.com/in/JimCahill   facebook.com/people/Jim_Cahill/693394549
Tagging expresses to others what interests you and saves it for later Delicious.com
Delicious.com demo
Wikis are collaborative sharing of information Wikipedia.com Sites.google.com
Photo sharing sites provide ways to upload, tag and comment Flickr.com Picasaweb.google.com
Video sharing sites bring educational opportunities Youtube.com
There are many, many more—some we’ve mentioned, others not Last.FM
There are services to pull your on-line presence all together Friendfeed.com
Have I covered all the Web 2.0 applications?
So what are the challenges, perils and opportunities?
Let’s start with the challenges www.freedigitalphotos.net
We know the status quo and we’re good at it
Our audience has more ways to tune us out
Marketing Defenses are increasing
With whom is more consideration placed?
Messages are getting lost in a sea of spam
Less and less are we in control of message—more public than ever
Let’s move on to the perils www.freedigitalphotos.net
Another story—the textbook case of loss of control of the message ****
There’s a night and day’s difference at Dell
Top of the list, getting started www.freedigitalphotos.net
Lots of legal issues to sort through
What we have recommended to Web 2.0 participants www.emersonprocessxperts.com/exchangeresources/
Our customers may not wait for our 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 critiqued www.emersonprocessxperts.com/archives/2008/06/process_control.html
It takes more time to participate than you might suspect
Sometimes the conversation can go on
Expect to feel the pressure to publish or perish
Have I scared you off yet? Well, what are the opportunities? www.freedigitalphotos.net
Monitor your company and brands with RSS Searches or email alerts BlogSearch.google.com  and  News.Google.com
Or monitor standards, technologies, yourself, etc.
Closer relationships with the editor community—Twitter ex.
Discovering editorial opportunities
Building ad-hoc communities
Voice over IP chat
Connecting people to solve problems and find opportunities
Having impromptu meet ups based on your travels search.twitter.com/search?q=tweetup+austin
Contributing base-level knowledge
Online listening and response helps turns negative into positive
Listening and doing customer research in real-time
Some baby steps to consider ,[object Object],[object Object],[object Object],[object Object],[object Object]
In my 2½ years, it’s been an exciting journey
Thank You!

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  1. Hi everybody. I'm Jim Cahill. And before I get started, let me say that this is indeed a true honor. I know people say that all the time, but it really is.   In fact, I shouldn't tell you this, because as us marketing and sales professionals know, you're supposed to play to your strengths and mask your weaknesses.   But in the spirit of Web 2.0 and the openness, honesty and transparency it demands, let me proudly proclaim, that I am a keynote virgin.   Please, be gentle with me!