Tag Archives | AR Best practices

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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[Guest post] V3: It’s All About the Analysts

There is a kind of Google out there in the realm of IT industry analyst firms, a purveyor that turns the successful models of the “Big Three,” Gartner, Forrester and IDC, on their proverbial ears.  This little firm does not market itself very much; it rather eschews the “branded analyst firm” approach where analysts largely become subsumed in the one-to-many brand-first approach, hoping for margins that impress boards and investors.  Rather it aims for some simple values:  It purely focuses on serving its affiliated analysts and helping its affiliated analysts service their clients.  Maybe you have heard of “V3.”

I challenge you to find V3 on the Web:  The URL is actually not www.v3.com but www.valleyviewventures.com – like International Data Corporation goes quite strictly by “IDC” these days, but the URL just hasn’t been changed yet.  You will not be awed by the V3 web site, but that doesn’t matter one iota to Fred Abbott, V3′s founder, who says with utter sincerity, “It’s all about the analysts.” Continue Reading →

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[GUEST POST] Doing a Joint Announcement with Your Competitors

Today’s guest post is from John Simmonds (@johnsimonds) from IBM AR, read more on his blog here.

Recently, I’ve done joint announcements with Oracle, SAP, HP, Tibco, Software AG and HP. As you can imagine, I’ve had varying relationships with each and I’m happy to report that the state of the A/R industry is good and that we can work together.

When I was in PR, it was cat fight supreme with territorialism and turf wars. Most of the announcements I did with these companies didn’t have that element. For the most part, the announcements were about standards, not products. So that went a long way towards working together. Still, if you include IBM, the companies I’ve named here aren’t known for being best buddies.

As and aside, I can say that the executives (who can be the source of most problems) all worked towards the cause of the best briefing possible.

Some things are given, like in a certain area (we just did SOA) the analysts know the exec’s by company and the exec’s know each other so I’m happy to report they acted like grown ups.

TURF WARS

With the typical name calling (from the CEO’s)and belief in your own products, the first issue to overcome is that the announcement is usually about a jointly create product or standard, not us vs. them.  That rule has to be set down first and if you don’t overcome that, you have no chance at building trust, the basis for working together.

DIVIDE THE DUTIES

One company can’t dominate the duties or it is not a joint announcement.   This also forces the companies to work together to approve what the others have created as their part of the announcement.   There are analyst lists, invitations, charts, follow up issues and any number of duties that need to be attended to and dived up.  Once that is done, you must rely on each other and the level of trust inherently rises.

THE ANNOUNCEMENT

It’s important that the analyst see this as equal amongst the companies.  One company presenting more than another is a dead give away.  You can’t help Q and A as the analysts will direct the question directly to a company.

LESSONS LEARNED

You either put your differences aside and work together, or you’ll never get anything done.  It’s tough to do when your day job is to hammer the company that you are working with on the announcement.  These are the days of co-opetition though.  You learn to get along or you’ll never make it to announcement day.

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Latest IIAR Best Practice Paper – Making the Case for Analyst Relations

By Thomas Ryan (LinkedIn)

Over the past eighteen months, most companies have been seriously affected by the global economic recession. In many cases, budgets across all departments have been trimmed to the bone; but Analyst Relations (AR)  programs seem to have been particularly hard hit. Increasingly, AR teams are asking:

  • What can we do to keep at least the base of our budget intact?
  • How can I defend my AR budget?

or more generally,

  • How do I make the case for AR?

The IIAR’s latest Best Practice Paper, “Making the Case for Analyst Relations,” identifies the four principles for building solid executive-level sponsorship for your AR program.  Each principle is explored in terms of how AR programs today are effectively – and ineffectively – applying the principle’s key elements.  Examples from successful AR programs are provided to illustrate how each principle can be adapted to your organization’s culture, objectives, and expectations. Continue Reading →

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Latest IIAR Best Practices Paper – A New Foundational Approach to Analyst Tiering

By Susan Galer (@smgaler, LinkedIn)

Everyone knows the industry analyst relations landscape has changed with firm consolidations, resultant influencer moves and content proliferation across an explosion of new channels. In a headlong rush to understand and exploit this new world, it’s easy to get reactive and lose focus on what really matters: having the right information to make the right decisions about working in the best way with analysts most relevant to an organization’s business objectives.

The IIAR’s latest Best Practices Paper, “Beyond Best Practices: Industry Analyst Tiering for Business in the Real Word,” sheds some light on a new foundational approach to sort out which analysts matter to a company, and develop a rationale for optimal engagement strategies. As the title suggested, this paper goes beyond traditional best practices to offer a step by step guide for navigating the industry analyst community in the context of real world challenges. It’s designed to help teams get the in-depth knowledge needed for accurate decision-making about who to engage with and why. Included are answers and suggestions for handling difficult situations thereby mapping advice to situations faced every day.

In many ways, analyst tiering is foundational to industry analyst relations program success. Armed with information about who analysts are and how they form opinions, practitioners can figure out how to work together for mutual advantage. When done correctly, analyst tiering positions the industry analyst relations team as trusted advisors, and lays the groundwork for relationship building to achieve organizational success. We welcome your thoughts and feedback on this important topic.

 

IIAR members can access this paper on our extranet: Industry Analyst Tiering for Business in the Real World

 

 

IIAR Best Practice Paper on tiering

 

Other AR Best Practice posts

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Scheduling made easy?

tetris-blocks[1]Thanks to James, I’ve just discovered Tungle.me, a service to publish your availability.

Scheduling is one of the most time consuming (and least rewarding) tasks AR Managers have to perform in their duty, think of trying to play a 4D Tetris game or being a dating agency for high-speed particules in in LHC. Simply put, executives and IT analysts have a better chance to meet in an airport lounge than in a briefing I’ll arrange.

If all the analysts were on tungle.me, it would be easier to schedule calls as I could triangulate this with my execs calendars.

I hope IDC, Forrester or Gartner will adopt this.

For in person meetings, there are two other web 2.0 tools called dopplr and tripit, which allow you to share where you’ll be with a a selected group of people. Quite practical to see when analysts are attending conferences.

This aspect of declarative authorisation is important for privacy (and safety/security reasons), tungle.me should add this. You can of course mash those ones up with your LinkedIn profile and voila!

If only things were that simple 🙂 But I’m an optimist!

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[GUEST POST] Analyst Relations Basics – part three

NB This is a cross-post from the Buzz Method blog, where it was originally posted in February 2010 as the third in a series of articles on Analyst Relations basics. Please note that the views expressed within the article do not necessarily reflect those of the IIAR – they are the opinion of Dominic Pannell, founder of Buzz Method Ltd.

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[GUEST POST] Analyst Relations Basics – part two

NB This is a cross-post from the Buzz Method blog, where it was originally posted in November 2009 as the second in a series of articles on Analyst Relations basics. Please note that the views expressed within the article do not necessarily reflect those of the IIAR – they are the opinion of Dominic Pannell, founder of Buzz Method Ltd.

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[GUEST POST] Analyst Relations Basics – part one

NB This is a cross-post from the Buzz Method blog, where it was originally posted in November 2009 as the first in a series of articles on Analyst Relations basics. Please note that the views expressed within the article do not necessarily reflect those of the IIAR – they are the opinion of Dominic Pannell, founder of Buzz Method Ltd.

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[GUEST POST] How should AR pros use online channels to increase influence on their target prospects?

By Duncan Brown / Influencer50 (LinkedIn, @duncanwbrown).

This is the third and final post in a series of thought pieces on the role of online channels in influence. The first two articles are here and here. [For more discussion on the role and nature of influence see my blog, Infuse.]

There’s little doubt that online channels are important. I don’t believe that they are the whole story in measuring influence, but they are essential in reaching influencers.

There are two primary uses of online channels in an influencer relations programme:

  1. Tracking what influencers do: online media don’t help identify influencers (I assert), but they are useful in post-identification analysis. What are influencers blogging on, are they Twittering, what webcasts and podcasts are they involved in, and so on. You can use online tools to track what influencers are doing and saying, even what they’re saying about you.
  2. Engaging with influencers. If influencers are blogging and Tweeting, then that’s where you need to be too. If they’re on Facebook and LinkedIn then connect to them there. Comment on their blogs, request guest blog posts, follow them on Twitter. Be where they are.

Of course, if influencers are not online, then there’s no point in you trying to find them and interact with them there. Some influencers eschew online channels for communication, because of the time it diverts from other activities. (Seth Godin claims that he’d lose 6 hours per day if he Tweeted.)

I know some markets (web development, for example) where 100% of the influencer community blogs and uses discussion forums. I also know of tech markets where nearly 0% of influencers use online channels: they live in a face-to-face world. Most tech markets, but not all, have a spread of online- and offline-oriented influencers (and many influencers, of course, are both).

Make sure you know where your influencers are.

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Next IIAR discussion group on linking AR with sales

Our next monthly discussion group teleconference is next Monday, February 22nd, on the topic of linking AR with sales.

The call will be lead by Ed Gyurko, who is currently authoring a Best Practice white paper on this topic for the IIAR. Ed will be joined by Allen Valahu from Accenture.

IIAR members who would like to join the call, please contact Hannah Kirkman for dial in details.

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[GUEST POST] What are My Secret AR Weapons?

I, like others am driven to compete, produce the best results….or in other words, Win!

I know that I am not alone in this, and am competing for analysts time and attention, not to mention doing everything I can for the highest rating possible.  So I instinctively know that others are sucking up the remaining analyst time with a message that favors them once my time is up.  So I have to get the time, and make it as meaningful as possible.

I rely on a few tactics that have morphed over the years, but are still true today.

NUMBER 1, IT’S ABOUT THE RELATIONSHIP

This takes time, but it is important to know the other person.  I take the time to talk about their children, pets, or at least read their social media which tells me about them as a person.  This can set the tone for a relationship, and you also can find the common ground to have more than just a perfunctory relationship.

What do you get out of it?  Many things like trust (which matters in good or bad times), an answered email, tweet, or any other form of communication.  I talk to analysts and they frankly have email overload and/or avoidance.  That means if they see it from you, there is a decision on whether to look at it (or take the call) or brush it off to the dustpile.

My advice is to take the time to build a relationship by knowing them, then helping them by going out of your way to make the transaction more meaningful.  You will see results from it, like the answer you were looking for.  It’s almost like real estate but instead of location, it’s relationship, relationship, relationship.

NUMBER 2, WHAT IS THEIR BACK CHANNEL

Further on the issue of communicating with the analyst is how to avoid their overload.  There is some method they choose that they rank as the one to answer.  It could be twitter, email (a personal account could be an option here), a text….whatever.  Once you build the relationship, ask them in a crunch, how can I reach you.  Murphy’ law will come into play at some point.   The analyst will be unavailable when you need them (right now) and the back channel is the way.

A word of advice.  If you abuse this, it negates the purpose of having a back channel.

NUMBER 3, IS MY EXECUTIVE THE BEST HE/SHE CAN BE?

At some point, it’s the executive and the analyst and it’s out of your hands.  The can make or break it for you.  Pick the right one for the right briefing.  Tell them how to answer to the analyst base on the relationship you have built and their nuances.

Another issue is how and what you tell.  Sometimes you can state the obvious.  Other times you need to absolutely not answer  a question that will sink your ship.  Having the executive ready to know where the landmines are.   One in A/R must realize that not all are called out to be an effective spokesperson.  Here is a discourse on executives.

If they fall down and you know it, you have to get back to the analyst and sweep up the damage.  Get another executive or knowlegable person to fix the mess.

The best of all worlds is when you get the relationship (here’s that word again) with and executive, and they know how to tell the right story and they build a relationship with analyst also.

Point of interest:  You must also make sure that they know the difference between a press briefing and an analyst briefing.   What is off limits and how far can you push the information limits (NDA may be needed).   I want my execs to tell almost everything including some warts.   This makes the story believable, especially when you are early in the announcement cycle.  This gets you buy in, or if you know a certain analyst is anti-your-message, you’ll know not to go there at announcement time.

Is this a comprehensive list, by no means, mostly because you are dealing with people  so outcomes are not predictable.  Will it work?  Most times as long as you stick to the rules.  Will you have issues or times when everything falls apart?  Yes, and you have to pick yourself up and begin again, it could even lead you to a better relationship.

I graduated from the school of hard knocks, with a PH.D.  If I’d have known this earlier on in my career, it would have avoided many troubling times.  Perhaps that’s how I learned to use these tactics?

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Downfall: Gartner MQ and learnings

Late last week I resurrected a common meme around Hitler’s downfall video but this time applied it to analyst relations.

In the original post, I simply let the parody of the video speak for itself but after reviewing the many comments on the blog and on twitter, I have noticed that quite a few people are commenting about what they can learn from this. Continue Reading →

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[Guest Post] Have online channels changed the nature of influence?

By Duncan Brown / Influencer50 (LinkedIn, @duncanwbrown).

Determining the impact of the growth in online channels such as social media is one of the things that taxes most of us. I’m forever seeing new ‘influencer tracker’ services pop up, and in the world of analyst relations there’s continual discussion on whether and how to engage in online options like blogs, podcasts and social networking.

In response to the explosion of online influencer tracker services – there are over 100 nowadays, and counting – Nick Hayes and I wrote a paper* on how we think they are misleading marketers. The paper led to an invitation to post on the IIAR blog, to hopefully spark some discussion – thanks for the invite, Ludovic.

This first post focuses on whether influence as a concept has changed with the use of online channels. The second will look at how influence can be measured using online metrics. And the third will discuss the implications of online channels for AR and Influencer Relations professionals.

There’s an important context to any debate on influence, online or otherwise. It is that ecosystems of influencers are highly fragmented these days. Most decision makers are influenced by the traditional journalists and analysts, but also by consultants, academics, regulators, financiers, sourcing advisors, procurement professionals and other specialists, as well as peer end users.

Much of the influence exerted by this group has been enabled, in large part, by online channels. This has been an ongoing process for a decade. The web and search engines make it easier for anyone to reach the market, and easier for buyers to find what they’re looking for. Blogs and podcasts increase the reach of anyone inclined to use them. Social media is just the next step in this evolution – there’s no social media revolution going on.

But social media has provided a new channel for those people with the potential to influence, making communication between those people frictionless.  To reach a group of like-minded adopters of a technology you used to have to organise a meeting in a mutually inconvenient location. Nowadays, you organise an unconference or participate in an online forum. It used to take months to organise an event, now it can take hours.

But has the nature of influence changed? Are decision makers influenced in different ways through online channels? You’d think so, given the hype, but as Nate Elliott at Forrester observed, “the huge majority of users influence each other face to face rather than through social online channels.”

It makes sense to understand the attributes of influence – the ability to discuss and persuade, knowledge and experience, willingness to express an opinion, the authority and gravitas with which to communicate that opinion, the opportunity to convey that opinion to the right audience at the right time. And so on.

Some of these attributes are facilitated by online channels, for sure. Others are removed from online impact completely. There’s no doubt that some of the smaller analyst firms, for example, are benefitting from their online presence, in terms of reaching their potential audience through blogging and other social media technologies. But these channels are not creating expertise or authority – simply the means to communicate them.

Can social media create a new kind of influence, by collative the collective wisdom of a connected crowd? After all, there is safety in numbers in doing what the crowd does. We used to have a version of that in the IT industry – no-one ever got fired for buying IBM. Imagine the power of that kind of statement, communicated instantly over the blogosphere. Or would it be immediately challenged and rejected by real users’ experience?

So, are analysts influencing via online channels? How is influence really conveyed by analysts to decision makers? Has it moved mainly to online or is it still by telephone enquiries and face-to-face advice?

*Free registration required, or email me at duncan.brown(at)influencer50.com. Barbara French also contributed to the paper.

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[GUEST POST] Vendors: suggestions to maximize briefing value, by Carol Rozwell / Gartner

Carol Rozwell from Gartner (blog, @CRozwell, bio) kindly allowed us to reproduce here her post on Vendors: suggestions to maximize briefing value. It neatly complement her peer Linda Rowan from IDC’s Briefing tips and best practices.

 

Last week, I was treated to a number of interesting vendor briefings, the most engaging of which was conducted in Second Life. But despite having the opportunity to view some innovative product offerings, I also had to contend with some frustrating vendor practices. In the spirit of helping vendors maximize the short time they have for a briefing with an analyst, I offer my list of five worst practices I wish vendors would curtail:
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[Guest Post] Identifying influencers by apparent importance vs real trust

By Barbara French / Tekrati (LinkedIn, @bfr3nch)

Analyst relations professionals are dealing with more types of analysts and analyst-like influencers every day. How do you know who’s important among these new faces? Some insights from a pharma influencer relations study can give you fresh perspectives on identifying, differentiating and prioritizing your AR targets.

This post is reprinted from my personal blog Sway, where I discuss analyst relations and broad-based influencer relations. You may know me best as founder and managing editor of Tekrati, Inc.

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Solid research is the only way to cut through the chatter about identifying and prioritizing influencers for word-of-mouth marketing and other forms of influencer marketing. Mike Gotta (Burton Group / Gartner ) yesterday pointed out a just such a study, from the pharma industry. I like this study because it focuses on finding the hidden opinion leaders who drive the first wave of word-of-mouth product referrals.

The study identifies two distinct types of opinion leaders among the target physicians:

  • those who are trusted and respected by peers (called sociometric leaders)
  • those physicians who think of themselves as well connected and influential (called self-reported opinion leaders)

The opinion leaders identified by their peers are not the traditional targets pursued by marketers. If anything, they contradict current marketing wisdom about influencers and influentials. They are not overtly well connected, outgoing or high profile in terms of being published or public speakers.

Three nuggets to think about:

The study finds little overlap between the two types of influencers. Physicians fell into one group or the other.

The under-the-radar opinion leaders are quicker to use new product and more likely to influencer others to try it. This finding is based on matching network data with perscription records.

The under-the-radar sociometric opinion leaders are more interested in what their peers are doing, and are more open to word-of-mouth or social influence, than the self-reported opinion leaders.

Both types of opinion leaders play important roles in robust influencer marketing programs. One group is not better than the other; they’re just different kinds of people. The best course of action is to identify and address both types of opinion leaders. That means doing more research and more segmentation.

Useful links:
Hat tip: Mike Gotta
Study: Opinion Leadership and Social Contagion in New Product Diffusion – by Raghuram Iyengar, Christophe Van den Bulte, and Thomas Valente, 2008
Summary of Study: Knowledge@Wharton

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Next IIAR discussion group call on AR measurement and evaluation

Our next monthly discussion group teleconference is next Wednesday, January 20th, on the topic of AR measurement and evaluation.

The call will be lead by Ellie Warner, who recently authored a Best Practice white paper on this topic for the IIAR.

IIAR members who would like to join the call, please contact Hannah Kirkman for dial in details.

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Best practice AR at the Mobile World Congress: panel discussion highlights

Yesterday the IIAR had a great turn-out for its teleconference on best practice analyst relations at the Mobile World Congress this February in Barcelona.

The discussion was exceptional and the featured panelists included:

• AMDOCS, Brian McManus
• CCS Insight, Ben Wood
• Ericsson, Peter Olofsson
• Vodafone, Janine Aitken-Young.

Here are some of the highlights from the discussion:

• Every analyst attending gets hundreds of requests for meet ups. Resources don’t exist for every analyst to meet with every vendor
• MWC is for analyst meetings not analyst briefings. Pre-brief analysts about news and then arrange 15 minute catch up meetings at the MWC
• Logistics are extremely challenging at the MWC. Pre-planning and spokesperson preparation is essential; allow time in between meetings
• Check the time you are allowed into the conference before scheduling breakfast meetings
• Use multiple ways to evaluate AR success at the event
• Be ready to fact check as analysts are writing blogs and reports on tight deadlines
• Don’t plan meet ups with analysts at social events and don’t plan on analysts attending social events unless there’s a big ‘hook’
• 80% of what’s discussed with an analyst at the MWC is forgotten

All in all a very useful discussion and thanks again to the panelists for their participation.

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[Guest post] Blogger relations at SAP by Michael Krigsman

By Michael Krigsman / ZDnet (LinkedIn, @mkrigsman).

 

Analyst relations is a world of shifting territory, with convergence arising among blogs, traditional analysts, and even the media. I wrote this post to discuss how one software vendor navigates the blogging aspect of these difficult waters.

This post is reprinted from my blog at ZDNet, which is called IT Project Failures.

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Enterprise software vendors are an important part of the blogging dialog ecosystem, along with technology customers, analysts, system integrators, and public relations firms.

Among enterprise vendors, SAP is an industry leader in working with bloggers, so I thought it would be helpful to start the new year with a post that highlights the company’s Blogger Relations program.

SAP’s blogging outreach efforts are successful for three reasons, which other enterprise vendors should consider when creating their own blogging outreach strategy:

1. Ongoing relationship

SAP runs a formal blogging program that includes regular contact by phone, email, and Twitter; invitations to conferences and special events; and other opportunities to interact with SAP senior management, employees, and customers.

There are two primary contacts for bloggers at SAP, each of whom maintains an open-door policy. When I am working on a post and need a source, this means “one-click” access to virtually any employee in the company.

This convenience and accessibility simplifies gaining detailed information about SAP’s activities and products. The clarity of SAP’s message depends on the particular interviewee, but at least the opportunity for dialog is present.

2. Customized programming

SAP is attentive to the professional interests of bloggers in their program. As a result, each participant receives individual attention regarding his or her specific area of focus. In my case, for example, emphasis tends toward discussion around issues pertaining to projects and the intersection of business and IT. Other bloggers engage SAP in areas such as sustainability or enterprise technology.

This customized programming is especially significant when SAP holds events and arranges meetings with senior executives. Matching bloggers and executives who share specific interests helps keep the discussion relevant to all parties.

3. Mutual expectations

The relationship between SAP and bloggers requires substantial investment of time and effort for both sides. My “covenant” with any vendor is simple and fair: I seek straightforward access to information while the vendor has a right to balanced analysis.

Of course, SAP advances its perspective and I write about IT failures, so natural tensions are present. These tensions are healthy and help ensure that blog posts do not devolve into a glorified press release or a one-sided attack.

To learn more about the history and goals of SAP’s blogging program, I recorded this video with Mike Prosceno, the company’s Vice President of Social Media Relations:

[youtube=http://www.youtube.com/watch?v=3zHrCZn0uFg]

Link to Youtube clip of Mike Prosceno / VP Social Media relations at SAP.

THE PROJECT FAILURES ANALYSIS

By demonstrating serious commitment to open up and engage, SAP now participates in conversations that previously eluded the company. This kind of personalization is difficult to achieve, especially for such a large company.

The blogging program actually represents an investment in the rapidly evolving future of corporate communications, which has seen barriers drop in traditional boundaries around media and analyst relations. Blogging offers a particular challenge to corporate communications because it does not fit easily into existing media or analyst definitions.

Serious enterprise bloggers are typically professional experts in some aspect of enterprise software, raising strong parallels with industry analysts. Unlike analysts affiliated with established firms, however, most bloggers are independent and have no contractual relationship with the vendor. At the same time, some industry analysts also write excellent blogs, which further blurs traditional distinctions.

To place these distinctions into broader context, I spoke with Jason Busch, Managing Director of analyst firm, Azul Partners. Jason is also a top enterprise blogger on procurement issues, writing at Spend Matters.

Here’s what Jason told me:

I’ve often found the transparency of bloggers to be a breath of fresh air relative to traditional industry analyst firms.

In general, the better tech bloggers in the enterprise space fully disclose clients, affiliations, advertisers/sponsors, etc. In contrast, traditional analyst revenue waters are often murky; you don’t know who is paying them or how much.

SAP was way ahead of the curve in recognizing the rising role of bloggers and the blurring of analyst/blogger distinctions. It’s probably the most prescient thing they’ve done from a marketing perspective.

My take. SAP understood early on that traditional corporate communications has shifted from a message-based orientation to identifying, building, and nurturing relationships with influencers.

Despite the maturity and excellence of its program, however, SAP now faces competition in blogging relations from other enterprise vendors, some of whom are catching up quickly. To maintain its lead, SAP must continue to innovate and invest in this area.

The growth of enterprise blogging as a recognized form is great news for technology buyers, who rely on independent sources of information when making important technology and business decisions.

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Join the IIAR for a teleconference on AR best practice at Mobile World Congress

Mobile World Congress 2010 (MWC) is now less than two months away and the clock is ticking. In past years up to 50,000 attendees showed up in Barcelona, all hoping to make the most out of the event. What’s the best strategy for successful AR in this kind of environment?

To answer that question and many more about the show, the IIAR has organised a teleconference panel of experts to discuss best AR practices for MWC and to share personal anecdotes.

When:

Tuesday, January 12th, 2010

3.30 p.m. to 4.30 p.m. GMT/10.30 a.m. to 11.30 a.m. ET

Panelists include:

  • Amdocs, Brian McManus, Analyst Relations Director
  • CCS Insight, Ben Wood, Director of Research
  • Ericsson (panellist TBD)
  • Vodafone, Janine Aitken-Young, Senior Industry Analyst Relations Manager

If you would like to join the discussion, please email me for dial-in details at hkirkman (at) analystrelations (dot) org.

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