After the longest winter I can remember, it's finally getting nice out in New England and it seems summer is finally around the corner. Along with the weather, the market's interest in social intelligence is heating up, too. I'm filling my days talking to marketers interested in using social media data to inform their business strategies.
As a result of this growing interest, I'm hitting the road in June to share my research. Along with a packed series of client and vendor visits, I have a few events coming up that I hope you can attend:
On June 8th, I'll speak at MeasureUp — a conference dedicated to marketing measurement. My session is on "Social Network Analysis" and covers the theory and practice of understanding your customers through the combination of their online conversations with social network connections, all made possible through the customer database.
On June 16th, I'll speak at the Vocus User Conference, in a session titled "Combining Public Relations With Customer Intelligence." In this talk, I'll speak about the different ways social media data is driving a revolution for the PR industry.
On June 20th, I'll lead a session with Forrester's Customer Intelligence Leadership Board (our networking community of CI professionals) on new trends in customer influence. For this session, I'll share some of the data I showed at SXSW this spring and give a sneak peak at my upcoming research on identifying, measuring, and utilizing customer influence.
All of us in the technology industry get caught up in the near-term fluctuations and pressures of our business. This quarter’s earnings, next quarter’s shipments, this year’s hiring plan . . . it’s easy to get swallowed up by the flood of immediate concerns. So one of the things that we work hard on at Forrester, and that our clients value in their relationships with us, is taking a few steps back and looking at the longer-term, bigger picture of the size and shape of the industry’s trajectory. It provides strategic and financial context for the short-term fluctuations and trends that buffet all of us.
I am lucky to co-lead research in Forrester's Vendor Strategy team, which is explicitly chartered to predict and quantify the new growth opportunities and disruptions facing strategists at some of our leading clients. We will put those predictions on display later this month at Forrester's IT Forum, our flagship client event. Among the sessions that Vendor Strategy analysts will be leading:
"The Software Industry in Transition": Holger Kisker will preview his latest research detailing best practices for software vendors navigating the tricky transition from traditional license to as-a-service pricing and engagement models.
"The Computing Technologies of 2016": Frank Gillett will put us in a time machine for a trip five years into the future of computing, storage, network, and component technologies that will underpin new applications, new experiences, and new computing capabilities.