Why? The truth is, I learn by doing and by speaking with others who do. So I dabble with Twitter, Plurk, Pownce, Spoink, Rakawa, Tumblr, Utterli, Yammer, FriendFeed, 12seconds, and probably a few others that I signed up for and forgot to use. I have found a nice collection of people that I like to follow, and some people follow me too. So microblogging appeals to the extrovert in me, and I'm strangely fascinated reading what other people are doing (or what they say they are doing). Narcissism and voyeurism are at play.
I'm just back from the Fourth Annual Cross Media Forum put on by BIMA, the Boston Interactive Media Association, a MITX organization. I thought the depth of content from the event was exceptional. It included:
Consistently rated as one of the most popular features of Forrester Events, one-on-one meetings give you the opportunity to discuss the unique technology issues facing your organization with Forrester analysts. Business & Technology Leadership Forum attendees may schedule up to two 20-minute one-on-one meetings with the Forrester analysts of their choice, depending on availability. Registered attendees will be able to schedule one-on-one meetings starting on Monday September 15, 2008. Book early!
We're doing podcasts at Forrester now, and I'm the internal resource for how to get them done. Here's what we've learned so far:
Post new podcasts on a regular basis. Decide on a schedule — twice a week, every week, every two weeks and stick to it. Listeners look forward to new material on a consistent basis. Consistency helps you gain and maintain an audience.
Name your podcast. Consider a contest to identify a good name. At Forrester we are still working on a name. Any ideas? In the meantime, you can name the podcast after your company like we have — Forrester Podcasts.
Identify upbeat music. Start and end each podcast with three-to-five seconds of music. Use the same music each time to give your podcast an identity, like NPR's All Things Considered. Do you have in-house musicians who might enjoy creating your theme music?
Keep podcasts short. Six-to-twelve minute podcasts are ideal. If the topic takes longer, break it into two or more podcasts and let listeners know this podcast is the first of a two- or three-part series.
Plan a podcast format that fits the topic. Vary the format depending on the topic and the presenter but keep the music and podcast name consistent. Here are some formats we've tried:
For the past 3 weeks, Forrester has sponsored a B2B marketing survey on Web 2.0 and Customer Marketing Program Trends. So far, we have received 185 responses from marketers like you. I thought you might like to see a preview of one of the more interesting findings.
When it comes to Social Media use and Web 2.0, B2B marketers I talk with usually raise the topic of blogging. They want to know "who is doing it well?" and "what benefits have they achieved?" In the survey, when we asked "Which statement BEST describes your corporate experience with blogging so far? (Please select one response)," B2B marketers told us:
Mark Taylor followed Jaap by discussing a new take on Wunderman's long-term strategic approach to relationship marketing. Specifically, he mentioned marketers must acknowledge the shift to "The age of influence marketing" by embracing two new channels:
1) The Channel of Me and 2) The Channel of Us
Both channels actually leverage the *consumer* as a marketing vehicle as well as as a target audience.
Greetings from Forrester's EMEA consumer and finance forums in Barcelona! We've just finished the first two speakers of the event: Forrester's VP and Research Director, Jaap Favier and Wunderman's Chief Marketing Technologist Officer, Mark Taylor.
The presentations were an excellent introductions to the themes for both the consumer and the finance tracks: Share Your Brand (for the consumer track) and Beating the Competition With Superior Customer Experience (for the financial track).
Jaap had a few particular soundbites which I thought really crystalized the current state of marketers today, and also the changes they need to make in order to accommodate the growing influence of user generated content and virtual communities.
Irving Wladawsky-Berger, Chairman Emeritus, IBM Academy of Technology, was speaking from experience this morning during his interview by Wall Street Journal Columnist Walt Mossberg at the BIF-3 collaborative innovation summit. By a near-death experience, Wladawsky-Berger was referring to what IBM went through when Bill Gates founded Microsoft and the PC took off. Another example interviewer Mossberg raised during the conversation was Apple, which was in terrible financial straits in the mid 90s and has risen from the ashes to become today’s darling in the consumer electronics and digital music markets. Wladawsky-Berger said that near-death experiences open up the mind to new experiences – they “clean the brain.” These experiences force people to think in new ways and look for new opportunities. For IBM, the Internet became the lifeboat and the company clutched onto it. Later came Linux and other technologies.
The question of measuring ROI of social computing is hot because it's so much a part of enterprise software acquisition. As information and knowledge management professionals move to get ahead of this emerging technology curve, they find a very consistent pattern:
People are using this stuff! Blogs and wikis in particular are popping up everywhere. Why not? They are easy to access, often free, and they are dead simple to use. It's one of those permission / forgiveness things. We've all done it.
If people are using these things that IT doesn't know about, there is no way of ensuring security, privacy, availability, governance, compliance, risk mitigation and all of those good things that keep the organization running and employees out of trouble (maybe even jail!).
Most really don't want to shut it down because in many instances these are more efficient solutions than those provided by the organization. These tools are often just easier and better for generating and publishing content.
The natural inclination in this situation would be to bring in the tradtional software vendors and see if they can support these new technology directions. Not surprisingly, a number of big vendors are ready and willing to help, including BEA, IBM/Lotus, Microsoft, Oracle and SAP.
Sounds great. Lots of reasons to go with one of the big vendors (see bullet 2).
How much will it cost? How much will it give back? In other words, can the acquisition be justified with a strong return on investment analysis?