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Service Through M2M: Peggy Smedley, Connected World Magazine

Peggy Smedley, Editorial Director of Connected World Magazine, launched the 2013 Marketing and Sales Summit with a great keynote on M2M and the Internet of Things. As follow up, we asked her for a more detailed look at M2M for our blog readers. Here tis…

It’s all about M2M. And M2M today means servicing the customer. But what exactly is M2M? Connected World magazine, defines it as, “M2M provides machines with the ability to communicate data, connecting people, devices, networks, and everyday objects, while interpreting much-needed information that can be acted upon in a timely manner.”

Intel-M2M-Ecosystem-of-Smart-ServicesSome say this is all a B2B story. Others say it is simply a B2C story. Connected World believes it is a technology and connectivity story.  A story in which the cars we drive, the homes we live in, the devices and apps we consume, and every interaction we make all have a profound and lasting impact on every other aspect of our lives. Let’s illustrate the point with the example of the home. We have all heard the idea of the connected home, right? You have lighting, security, and automation systems. Now you have connected appliances. Next let’s add in the electronics that we use to get at the data in our homes. We are talking about tablets, smartphones, laptops, etc.

The connected home has obvious consumer appeal. And all of those things are connected inside the home. But what about pausing music of a movie in your living room and picking it back up in your car? Or we add in POS (point-of-sale) transactions that can be made from our tablets in the home. Next we add in the smart-metering infrastructure that is being established in neighborhoods. Or the idea that home health vitals can be monitored in my home and sent to my doctor via the cloud. Suddenly the home becomes a connected hub that has the potential to touch other aspects of the world around us. It’s a world where we all want information. And we want it now.

But with all these great connections, we don’t want them to go down at the wrong time. My connected appliance is no good if I have to call for service. We want ‘Service Before the Customer Sees it Coming.’ And this is where manufacturers are now able to provide the right products, warranties, features, support, buying experience, and service.

Market Growth

Analysis Mason reports the number of device connections worldwide will increase from 100.4 million in 2011 to 2.1 billion by 2021, growing at a compound annual growth rate of 36% during the forecast period. IHS Research adds, by the end of 2013 the worldwide cellular installed base will exceed 6.7 billion. As a result, global shipments of cellular modules for M2M communications will reach more than 60 million by the end of this year. Annual shipments of cellular modules are expected to approach 150 million units by 2017. Simply this is going to continue to be a very vast market that needs to be serviced.

Let’s go back to that idea of the connected home. The idea of a connected home definitely resonates with the average person. But only if presented properly. Energy management, safety and security, convenience; these are the things that the industry should be stressing. Yet, it seems the average person hears that an appliance will become connected and they associate it with being able to tweet. Consumers are not looking for tweeting appliances. But the value social media will bring as a result of M2M?

A new study from ABI Research finds integration with social networks will add significant value to enterprises’ M2M strategies in the coming years. First and foremost, this means internal social channels. Things like Salesforce.com’s “Chatter.” Using a format similar to Facebook, Chatter connects companies internally to increase communication and productivity. Some companies are using it to put machine data into the Chatter. It presents an intriguing intersection between social networks and M2M services. The relationship between the two could become increasingly synergistic.

Here’s another example of Salesforce.com partnering with Axeda and Digi for providing a “social” aspect of M2M with a manufacturer of hot tubs. This company was curious to know how its products were doing in the field. It wanted to trouble shoot issues before a customer even is aware a problem exists.

One, you log into Salesforce.com and it allows you to see data around “conversations” customers are having about their tubs, along with social sentiment. Here you can drill down into problem areas of specific tubs where customers have complaints. Drill down into facts of tubs to ensure it is working as it is supposed to be working.

More info:

Connected World: M2M to Foster Industry Growth

International M2M Council

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2013 Summit: Content Marketing, aka Blogging for Business

gary-mintchellWe are pleased to announce that Gary Mintchell, editor, manufacturing industry pundit, and founder of TheManufacturingConnection.com, will be speaking at the 2013 ISA Marketing and Sales Summit on Friday, September 13, 2013. Here’s Gary on his content marketing talk:

People in classrooms and across the Web discuss how to reach professionals with information they can use–that will have a “halo” effect for the supplier company–rather than the old “beat-them-over-the-head-with-your-message” approach. After several years of examples of how this is effective marketing communications, most people still don’t get it.

I guess I can say I’m a blogging pioneer, since I started this gig in 2003 and have kept it going continuously ever since. Blogging is one of the best of the new communication methods for this new style of marketing. Why, then, do so many either not try or do it poorly? There are other tools available. Advice on how to write better white papers that “tell, not sell” exists. Yet, some marketers insist on turning a white paper which should be useful information into “marketing speak.”

Come to New Orleans September 11-13, 2013 to participate in the annual ISA Marketing and Sales Summit at the W hotel. These are always fantastic learning opportunities.

On Friday morning of the summit, I will be facilitating discussion on how you can do a better job of content marketing. Expect to walk out with at least two ideas you can take back to your company to do a better job of educating and informing your customers and prospects.

Looking forward to seeing you there

Don’t miss Gary’s talk. REGISTER TODAY for the 8th Annual ISA Marketing & Sales Summit.

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The Science of Marketing and Sales: Final Agenda for 2013 ISA Marketing and Sales Summit

THE SCIENCE OF MARKETING & SALES: 2013 ISA MARKETING & SALES SUMMIT AGENDA

Wed/Thurs/Fri, September 11-13, 2013
W Hotel New Orleans: Hotel Registration
New Orleans, LA

Solution_HiRes_5x4The 8th Annual Summit is designed to help marketing and sales execs in the industrial automation community meet the strategic and tactical challenges of the 21st century.

REGISTRATION
Conference Registration

Early bird discount by June 15, 2013
• ISA Member: $445 • ISA Non-member: $595 • Workshops: $195

Conference pricing
• ISA Member: $555 • ISA Non-member: $695 • Workshops: $225

2013 CONFERENCE PROGRAM

Wednesday, September 11, 2013

1:00-5:00 pm Pre-Summit Workshop

PR101: Effective Marketing Communication for the Automation Industry, Walt Boyes, Principal, Spitzer & Boyes

5:00-6:30 pm Exhibit setup & registration

6:30-7:30 pm Reception and Networking with refreshments in exhibit area
Plus ISA New Orleans Section networking

7:30-7:40 pm Welcome: Juliann Grant, Director, Management Division, ISA
Introduction: Shari Worthington, Program Chair

7:40-8:30 pm Plenary: “Social Media Marketing During a Crisis: Boston Marathon Revisited:” Jim Cahill, Emerson Process, Joel Don, ISA Social Media Community Manager, Dick Morley, and Christina Stephens, Communications Director, Louisiana Department of Health & Hospitals

Thursday, September 12, 2013

7:00-8:00 am Registration check-in

8:00-8:05 am Introduction: Shari Worthington, Program Chair

8:05-8:15 am Opening and Welcome: Walt Boyes, Conference Chair

8:15-8:30 am ISA Welcome: Peggie Koon, ISA President-Elect

8:30-9:45 am Keynote: Peggy Smedley, Editorial Director, Connected World magazine, “M2M: Service Before Your Customer Sees It Coming”

9:45-10:15 am Morning Networking Break with refreshments by exhibit area

10:15-11:45 am Break-out Sessions I

“7 Tips from 7 Years in Social Media,” Jim Cahill, Chief Blogger, Emerson Process, and Joel Don, ISA Social Media Community Manager

“Channel Partner Strategies: Marketing and Sales Tactics to Drive Sales Performance,” Juliann Grant, VP Marketing, eCoast Sales Solutions

11:45-1:00 pm Lunch Buffet with Panel Discussion: “Big Data: What’s the Big Deal?” Matt Leary, Principal, Solutions Insights; Sanjay Karve, Director, Innovation and Transformation Group, Manufacturing Unit, Tata Consultancy Services; Christopher Rezendes, President, INEX Advisors; Peggy Smedley, President, Specialty Publishing, Editorial Director, Connected World magazine

1:00-2:30 pm Break-out Sessions II

“Panda, Penguin, Rabid CPCs: The Zookeeper’s Guide to Search Marketing 2013,” Shari L Worthington, President, Telesian Technology

“Gemba Walking Marketing & Sales,” Doug Brock, Location Manager, Kendall Electric

2:30-3:00 pm Afternoon Networking Break with refreshments by exhibit area

3:00-5:00 pm NEW! UNCONFERENCE

• Dick Morley: Never Take an Engineer on a Field Trip
• Walt Boyes & Shari Worthington: Inbound & Outbound Marketing
• Open: Topic TBD at start of conference

6:00pm Evening group event: Good music and good food at Mulate’s!

Friday, September 13, 2013

8:00-8:30 am Registration Check-in, Breakfast, and Networking

8:30-9:30 am Break-out Sessions III (choose 1 of 2)

“The New Marketing Skill Set: How to Develop Tomorrow’s Experts Today,” Matt Leary, Principal, Solutions Insights

“Deeply Understanding Your Customer,” Joy Ward, Principal, Natural Insights

9:40-10:40 am Break-out Sessions IV (choose 1 of 2)

“Competitive Pressures and Their Influence on Functionality, Capacity, and Tool Sets for Long Term Supported Control System Products,” by Chris Smith, Director Foxboro SCADA, Invensys

“Building an Industrial Social Media Community,” Brian Joosse, Symmetri Marketing, and Emerson Electric

10:40-11:00 am Morning Networking Break

11:00 am-12:30 pm Marketing & Sales “Speed Dating” Q&A
(35 minutes per room, rotate through 3 rooms)

Sales: Rick Albrecht, Dynatech Control Solutions, and Katherine Persac, ProSys, Inc.
Blogging for Business: Gary Mintchell, Editor-in-Chief, TheManufacturingConnection.com
Social Media: Joel Don, ISA Social Media Community Manager

12:30-2:00 pm Lunch Buffet with Fireside Chat with Dick Morley, “What Does Pack Size Have to do with Marketing and Sales?”

2:00 pm Conference close

It’s going to be our best conference yet! Don’t miss out. REGISTER TODAY

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2013 Summit: Product Management and Social Media Community Development Sessions

Screen shot 2013-08-10 at 3.48.57 PMISA Marketing & Sales Summit: Breakout Sessions IV, Friday, September 13, 2013, 9:40am, New Orleans. Choose one or bring multiple people if you want to find out what’s going on in both sessions: “Competitive Pressures & Their Influence on Functionality, Capacity, and Tools Sets for Long Term Supported Control System Products” and “Building an Industrial Social Media Community: The Story of Power Panel.”

Register today

SESSION: COMPETITIVE PRESSURES & THEIR INFLUENCE ON FUNCTIONALITY, CAPACITY, AND TOOL SETS FOR LONG TERM SUPPORTED CONTROL SYSTEM PRODUCTS

Speaker: Chris Smith, SCADA Products Director, Invensys

This presentation provides insight into the way in which we market long-term hardware support products. We’ll discuss how we incorporate next generation features, retain last generation features, and jettison outdated features to provide new offerings in the conservative systems infrastructure market. Common everyday examples will illustrate key points and ideas along with real-life timeframes and industry argument.

Chris_Smith_InvensysAbout Chris Smith

Chris Smith is SCADA Products Director at Invensys Operations Management.  He has a long history in the development, sales, and product management of both Software and Hardware products relating to SCADA Systems.  Having started his SCADA career with Leeds and Northrup Australia, and subsequently being aquired by The Foxboro Company thence becoming Invensys Operations Management. Read his SCADA and Remote Systems Products & Technology blog.

SESSION: BUILDING AN INDUSTRIAL SOCIAL MEDIA COMMUNITY: THE STORY OF POWER PANEL

Speakers: Brian Joosse, VP of Digital & Social, Symmetri Marketing Group, and Elena Smith, e-Business Marketing Manager, EGS Electrical Group, Emerson Industrial Automation

Customer research found that there was no clear centralized industry resource for engineers in the oil/gas and petrochemical industries for news and advice on industrial facilities and their electrical system requirements, or a forum for asking/answering questions and contributing expertise. Now, EGS Electrical Group is providing these resources through its Power Panel Community site.

PowerPanelCommunity.com is an online community for specifying engineers who design, build, and maintain oil, gas, petrochemical and other industrial facilities that operate heavy equipment in adverse and hazardous locations. The site aggregates global news from trade sources and general media, provides insights from industry experts and guest writers in a blog that invites member commentary, and gives engineers a moderated discussion forum for asking questions and engaging in conversation.

In this presentation we will show how:

  • Inspiration for the community was rooted in customer research
  • Strategy was developed to generate real business value
  • Negotiating Emerson corporate support was key to project approval
  • Community launch was orchestrated to maximize internal product team support
  • High value content is developed and deployed monthly
  • Social Media channel management is key to broader community success
  • How you can apply this approach across other industrial automation markets

About Brian Joosse

brian_joosseThroughout his interesting and varied career, Brian Joosse has consistently shown an innate understanding of, and a deep commitment to, the best ways to engage the B2B customer via digital, social, and mobile media. He leads Symmetri Marketing’s initiatives in web design and development, search engine marketing, mobile marketing, social media program design and management, and email marketing. Brian is a marathon runner and plays mandolin and guitar. And he saw much of the world during his stint as a Navy Officer onboard the USS Chandler, including time the Persian Gulf and South China Sea. Oh, if you ever want to say hello, Brian’s last name is pronounced JOE-SEE.

About Elena Smith

elena_smith_emersonElena Smith is the e-Business Marketing Manager for EGS Electrical Group, a business unit of Emerson Industrial Automation. In her current role, Elena is focused on improving the customer’s online experience by developing her company’s online presence and capabilities.

Elena graduated with a BS in electrical engineering and a BS degree in management science from the Massachusetts Institute of Technology in 2004. After graduation, she worked as a product development engineer at Analog Devices, Inc. (ADI), a multinational semiconductor company offering signal processing products. While at ADI, she led cross-functional teams in the digital imaging systems group to launch new products for key international customers.

In 2010, Elena graduated from Northwestern’s Kellogg School of Management and McCormick School of Engineering with both an MBA and Master of Engineering Management degree. She then relocated to St. Louis to join Emerson Electric after graduation as a corporate strategic planner. In that role, Elena researched the dynamics of strategic markets and analyzed potential acquisition targets. Two years later, she returned to her hometown of Chicago to assume her current position.

Elena is an avid skier and traveler and recently completed her first 10k race.

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