July IIAR London Forum Features IDC Speaker

Our next IIAR London Forum is set for Tuesday, July 27th.  We are delighted to welcome guest analyst Martin Canning, Vice President  of IDC EMEA who will provide an update on strategy, research agendas, and how to best work with IDC. The Forum kicks off at 3:45 p.m. with a limited number of guest places  available for those who have not previously been to an IIAR event.

Members can register with the IIAR secretary jcourtenay (at) analystrelations . (org) and email questions to lleforestier at the same email domain.

Webcast: Impact of Social Media on the Analyst Industry

Register for the Webcast: The Impact of Social Media on the Analyst Industry
A Roundtable Discussion with Jonny Bentwood, Barbara French, Carter Lusher, and Jeremiah Owyang
Wednesday, July 21st at 5pm-6pm UK, 9am-10am Pacific
Tag is #SocialAnalyst, Link for topic recommendations: http://bit.ly/9IBfmF

image Over the past dozen years I have been in numerous briefings with analysts where they talk with vendors about the convergence of technologies and how this will impact their business. Who would have thought that the analyst industry themselves would have to go through its own disruption to understand how to differentiate, maintain/gain advantage with the unworldly beast of social media.

When IP is what makes an analyst firm thrive, how do the analysts compete with the new behaviours associated with online conversations. Whereas previously communication existed in a dynamic two way conversation, nowadays the multiple stakeholders in a community can engage freely and easily to share their opinions and thoughts dynamically. One could argue:

do vendors and buyers still need the ‘experts’ of the analyst world or are they merely expensive middle men? Why use them when they can go direct?

Perhaps my earlier point calling this period a convergence is wrong, this is a collision of behaviour in its most fundamental form. Analyst firms need to adapt their business model and differentiate to stay alive.

Discussing these issues and more with me are the goliaths of the analyst and AR world:

Register for this webcast now, places are limited so don’t delay. If you would like to suggest specific topics to be covered you can do so by leaving a comment on this post or on Jeremiah’s.

The shortlink for this is http://bit.ly/9IBfmF and is tagged: #SocialAnalyst

[JOB POSTING] Symantec Seeks US AR Manager

Symantec is looking for a seasoned AR professional for approximately 8 to 10 hours a week managing a variety of AR tasks, including:

·         Social Media and Analyst Monitoring Activities

·         Analyst Scheduling (Inquiries, Briefings, Consultations)

·         Program Management (leadership reports, best practice projects, etc.)

Requirements:

Minimum 3 years experience in AR or related field

Familiarity with industry analyst community

Experience with enterprise software preferred

Ability to work independently and remotely.

Ideally based on the West or East Coast

Launch of IIAR India Chapter in Mumbai

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A successful and interesting IIAR India Chapter meet held on 17th of June in Mumbai shared some best practices of leveraging AR firms with respect to product, marketing, sales & strategic decision making. Sharing some key points highlighted during the discussion include: 

  • AR professionals should not be mere gatekeepers. They need to be more responsive & accessible appreciated by analysts. Dedicated Analyst portals – a need of today to help support accessibility
  • Analysts should not be considered as mere lead generators but as trusted advisors to help organizations in identifying strategies to grow business
  • Organizations need to identify right analysts for strategic expectations. Interactions should be ideally with 1-2 primary analysts, 8-10 referred (Tier2) analysts & a few adjacent market analysts to get a picture of complete spectrum. 
  • For C level interactions, face to face meetings are always preferred. Communication should be monthly or quarterly, not weekly. Doing regional analyst events for half a day is also useful.
  •  Understanding the pulse of who is influencing the market, inputs should be sought from customers, respective analyst firm account executives and through regular evaluation of research reports.
  •  Give more client proofs- demos, references during briefings.
  •  Around product launches,  one should speak to product as well as services analysts  
  • Analyst only lay out advantages and disadvantages of top vendors and one should influence to be the top of the mind recall for them 
  • Vendors should build niche capabilities and highlight them to ensure analyst influence.  

Continue reading

iSuppli (intends to) buy Screen Digest

The analyst market is currently in a constant state of flux with different firms struggling to find their niche. One size certainly does not fit all in this market which is why every time I see an acquisition I try and understand where this one fits.

Recently iSupply made their intentions known that they were going to buy Screen Digest. Ben Keen (the man in charge of SD in London) spoke to be on the phone yesterday and shared with me his diplomatic answers regarding how things were going to change… Continue reading

IIAR Discussion Group – OVUM to Discuss the Black Book of Outsourcing

The IIAR is delighted to host a teleconference  led by OVUM/Datamonitor on Tuesday 29th June 2010 from 16:00 BST to 17:00 BST / 11:00 EST/8:00 PDT. Eamonn Kennedy, Research and Analysis Director at Datamonitor, will be with us to introduce the Black Book of Outsourcing.

The Black Book of Outsourcing: what AR professionals need to know about the world’s largest investigation into customer satisfaction with outsourcing.

Many AR professionals have heard of The Black Book of Outsourcing. Some understand the details behind it but few understand the changes that Datamonitor has made to this business in 2010. The Black Book of Outsourcing does not rely on traditional AR channels – it goes direct to clients for their feedback on satisfaction with outsourced services and the providers who deliver these services. In 60 minutes, this session seeks to provide AR professionals with answers to their executives’ questions about The Black Book. Eamonn will focus on the information requirements of AR professionals and will be happy to take questions.

IIAR members who would like to join the call should RSVP on huddle or by email to Jane.Courtenay (at) analystrelations (dot) org.

AR and social media: it’s the interaction stupid!

I’m back from the Forrester IT Forum last week, where I was invited to the AR Council (thank you @liz_pellegrini).
There I stumbled on a nice graph (right) published on John Rymer’s blogs and thought it summarises pretty well why AR should care about SocMed.
My research lifecycle
Many of my peers see blogs as an output for free research and Twitter as drinking from a chit-chat firehose. My argument there is that they’re missing the point.

Here’s the reasoning:

  1. Social media is declarative (people say what they want, where they want and choose to participate or not). This means you need to interact with a given audience where they are -on Twitter, Foursquare, LinkedIn or in the good old fashion way, at the pub. And chose the appropriate topic for the appropriate channel.
  2. Social media is a conversation -it’s the place to discuss and interact. I take many briefing requests from analysts on Twitter, post some comments on their blogs (if I’ve got something relevant to say and that complies with my employer’s blogging guidelines), all that to say it’s not a one way street.
  3. DO: use SocMed as a research tool. John is illustrating well how an analyst can test an idea, exchange with other analysts (this point is far tool little documented actually), etc.  But it’s also a great research tool for AR pros to see what analysts are thinking about.
  4. Timing is everything. Research is nothing if not followed up by actions: being better connected with web 2.0 tools allows AR managers to insert the right proofpoint, topic, idea, in a conversation with much better chances of being picked up by analysts because it’s more relevant to their research agenda. The idea is to switch away from being reactive to being more proactive.

Nothing really revolutionary as good AR mangers already do all this by calling regularly their key analysts, but social media is a conversation accelerator, allowing AR pros to follow more analysts and interact with them in a more timely and proactive fashion.

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