Automotive suppliers make virtual connection

The manufacturing industry is undergoing a fundamental shift that is dependent on innovations and processes that move faster than ever before. To lead this transformation, companies are engaging in new forums and activities that will completely change the way they operate, including working with competitors, other industries and with customers.

Just as some newspapers are turning to their readers to create their daily editions, consumers may one day help build the cars they drive. This and other aspects of an evolving auto supplier landscape were the topic at the Automotive Supplier Jam, hosted by IBM and the Original Equipment Suppliers Association.

More than 2,000 employees from 150 organizations in the automotive industry came together online a few months ago to address the changing dynamics facing North American suppliers and to collaborate in an effort to identify solutions.

The first industry-wide virtual collaboration event's theme, "It is time to Break Away from Status Quo," included information on communicating better with each other and with those outside of the industry. Participants ranged from CEOs and other executives to engineers across North America, something that may not have been possible offline because of scheduling and location conflicts.

"This online forum brought together a group of industry leaders and innovators that would have been nearly impossible to pull off in person," said Jim Orchard, president of Faurecia North America. "This was a great way to receive input from a broad range of suppliers and share our knowledge."

More than 1,500 comments were posted during the three-day event. A group of analysts sifted through the posts using analytical tools to identify prevalent themes. The themes were narrowed down to five "industry change concepts" that auto-related companies hope will serve as a catalyst to communicate change within the industry. Concepts ranged from increasing supplier collaboration with those in the same tier and working across tiers, in addition to opening up research and other areas for collaboration, arenas that once were considered proprietary.

One future transformation offered by industry leaders is the concept of using a virtual world to connect with car buyers to co-create products and options before investing billions of dollars in design and development. In addition, suppliers would be able to build relationships with those customers and create a demand for various products.

While creating virtual products may be a concept, one area in which the industry has practical expertise is technology and environmentally friendly products, but it is an area of proficiency that it has had trouble communicating to others.

Many participants in the supplier jam believe that the industry needs to get the word out about how it has developed sustainable products and processes and the high levels of research and development that go into each new technological innovation. Building on that re-imaging, the next generation of employees may become more inclined to consider an automotive career as one that can create change through technology and the environment.

"Manufacturing has an image that needs to be updated," said Rich Donley, Airfoil account director of the automotive/manufacturing group. "The industry is home to continuous innovation and that is a transformation story waiting to be told."

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Manufacturing 2.0: more than a buzzword

The manufacturing industry is using new tools and technologies to improve business efficiencies, solve problems and to keep pace with competition, according to Forrester Research.

An overused catchphrase that has many definitions, Web 2.0 generally is defined as the next generation of Web sites that encourage conversation, collaboration and contribution.

Building on that technology, industry publications and analysts have coined the phrase "manufacturing 2.0" to define the next generation of interactive tools that manufacturers are using to develop and design new products and share knowledge.

Going beyond building a social community online, manufacturers are using technologies such as online collaboration and virtualization tools and to join with employees at various geographic locations and with other manufacturers, customers and suppliers.

More than 50 percent of executives polled by McKinsey & Co. in 2007 say they use one or more Manufacturing 2.0 technologies for knowledge management, and just less than 50 percent are designing and developing new products with these tools.

"Providing employees a place to communicate easily and more effectively with each other encourages the development of new ideas," said Keith Donovan, account director at Airfoil. "A collaborative environment helps to elevate the profile of a manufacturing company."

The biggest benefit for manufacturers adopting Web 2.0 technology is to improve business efficiencies, according to a recent study by Forrester Research. In fact, 74 percent of respondents say that is the main reason.

AMR Research reports that manufacturers have been plagued with a culture of silos, where systems and processes are isolated within specific locations or departments. Manufacturing 2.0 allows them to move across functions and departments to break barriers and improve processes.

"This is yet another sign that manufacturing is taking a leading role in online innovation," Donovan said.

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Associations, publications move manufacturing news online

Those covering the manufacturing industry are turning to social media to provide and share information. If you are looking for the latest in all things manufacturing or want to build relationships within the industry, you can glean information not only from traditional media outlets' web presence, but also from associations and people in the industry who have something to say and are leveraging blogs to do so.

"Blogs are a great way to get to read about information that hasn't made it to the trade publications yet," said Airfoil's Donley. "Because of the immediate nature of the Internet, information is turned around almost immediately."

Here are a few manufacturing blogs to explore online. While you're there, check out the "blogroll," which will provide you with additional blogs of interest.

The National Association of Manufacturers -- Shopfloor.org is the blog of the National Association of Manufacturers. Started in 2004, the group blog covers industry news, offers opinions and writes about manufacturers in every industry. The blog has a weekly video feature called "Cool Stuff Being Made," which shows the manufacturing process of everything from food to furniture.

Lean Blog -- Founded by Mark Graban, this is another group blog that follows the Toyota Production System, lean manufacturing and lean healthcare. The site also includes a weekly podcast that hosts interviews with industry leaders.

IndustryWeek has three blogs running through its forums that offer an opportunity for readers to interact with the publication. Chain Reactions is written by editor-in-chief David Blanchard and covers trends in supply chain management. MFG 2.0 comes from IT Editor Brad Kenney and is about technology's role in manufacturing. The third blog is Workforce In Progress by Associate Editor Jonathan Katz.

"By reading these blogs and others in the industry, you're likely to stay ahead of the news cycle and know what the print publications will be talking about in the future," Donley said.

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Airfoil appoints Gayle Joseph as Vice President

Gayle Joseph has been appointed as vice president in Airfoil's business-to-business technology group. In this post, Gayle's primary focus is on leading the agency's work for Microsoft, one of the world's foremost innovators in software for business, home and industry. She was previously a vice president at Mullen Public Relations, where she led the General Motors and GE Plastics accounts, a tenure highlighted by the launch of the Chevy Volt hybrid concept vehicle. "The leadership and expertise that Gayle Joseph has demonstrated throughout her career in public relations are a boon to our clients and our team members alike," said Janet Tyler, president of Airfoil Public Relations. "We are excited to have her on board and are proud to continuously attract such talented professionals at Airfoil."

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Airfoil appoints Keith Ragland as Senior Account Executive

EricKeith Ragland has been named a senior account executive with Airfoil Public Relations, where he is responsible for program management and media and analyst relations on several of the agency's key accounts, including ePrize, OnForce, Fry and Winding Road. Prior to joining Airfoil, Keith was a senior account executive at Mullen, where he managed public relations initiatives for General Motors and its advanced technologies, which included hybrids, hydrogen fuel cells, E85/biofuels and vehicle-to-vehicle communications. Additionally, he worked on GM's Certified Used Vehicles business and the Conversion Van Marketing Association (CVMA) account. Previously, Ragland spent more than six years at Automotive News in its marketing and events department, managing Automotive News' participation in such industry events as the NADA conference, as well as assisting in the management of the Automotive News World Congress and the Automotive News Marketing Seminars in New York and Los Angeles.

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