ブロガーの皆様とのディナーを開催します (10月22日（水））

フォレスター・リサーチは、シニア・アナリストのJeremiah Owyangの来日を機に、ブロガーの皆様とのディナーを開催します。Jeremiahはフォレスターでウェブマーケティングを専門にリサーチを行い、また、自身もTechnoratiのトップ１％に入るブロガーです。Jeremiahから米国のソーシャル・テクノロジーの最新動向をお話させていただきながら、ブロガーのみなさんが自由に意見交換していただけるようなカジュアルなネットワーキングにしたいと考えています。そのため、営業や宣伝のためのご参加はお断りしています。

ご参加いただける場合は、10月3日（金）までに、お名前、会社名、メールアドレス、ブログのURLをフォレスター・リサーチのテーグ律子 rtague@forrester.com / 03-5532-7684 までご連絡ください。

<Bloggers' Dinner in Tokyo>

日時：2008年10月22日（水）19:00－21:00

場所：FUJIMAMAS, 東京都渋谷区神宮前6-3-2  MAP

03.5485.2283

参加費：4,000円　

参加者：ブロガー20-25名程度

アジェンダ：

19:00-19:20　Jeremiahのスピーチ（英語）

19:20-21:00　JeremiahとのQ&A ＋みなさんとの意見交換

＜Jeremiah Owyangについて＞

　ウェブマーケティング戦略のリサーチのエキスパート。ブログ、SNS、RSSなどのソーシャルメディアについての理解を導くだけでなく、ターゲット顧客のテクノロジー利用動向をどう把握するか、いつどのテクノロジーを使うべきか、どのようにその効果を測るべきか、そしてまだ理解されにくいソーシャル・テクのロジーの採用においてどうすれば内部のサポートを得られるかなど、企業のマーケティングリーダーが今必要な情報を分かりやすく提供。

ウェブマーケティング戦略に関するブログを多数書いており、Technoratiではトップ１%に入り、TwitterやFacebookでは1,000人以上のフォロアーがついている。また、2007年夏にFacebookに立ち上げたWeb Strategy Groupには多くのエグゼクティブを含む8,000人以上が登録している。Web Strategy by Jeremiahに頻繁にブログを投稿中。

　フォレスターに入社する前は、Hitachi Data Systems社のオンライン・コミュニティ・マーケティング・マネージャーとして同社のソーシャル・コンピューティング・プログラムを担当、またPodTech Nework社のコーポレート・メディア戦略の部長を務めるなど、ウェブマーケティング戦略の第一線で活躍した経験を持ち、フォレスターではマーケターの立場に立ったアドバイスを提供している。

＜お問い合わせ先＞

フォレスター・リサーチ・ジャパン株式会社

マーケティング担当　テーグ律子

直通：03-5532-7684 | email： rtague@forrester.com

Bloggers' Dinner in Tokyo - Oct 22, 2008 (Wed)

My colleague, Jeremiah Owyang is coming to Japan so we're going to have an informal, no-host bloggers' dinner on Wednesday, October 22nd in Tokyo.

Jeremiah is a senior analyst at Forrester Research. He helps interactive marketers get to grips with Social computing, Social media measurement, Web marketing, and Interactive marketing. He also writes an excellent blog of his own - Web Strategy by Jeremiah.

Our plan for the evening is that Jeremiah will talk for about 20 minutes to share some insights on trends in social computing. And then we hope to have a stimulating discussion on any topics that interest us -- in other words, all things social. No sales pitches allowed!

If you want to attend, please contact Ritsuko Tague at rtague@forrester.com with your name, company name, email address and the URL of your blog by October 3rd.

<Bloggers' Dinner in Tokyo>

Date & Time :  Wednesday, October 22nd,  19:00-21:00

Location:  FUJIMAMAS, 6-3-2 Jingumae, Shibuya-ku, Tokyo    MAP

Tel: 03.5485.2283

Cost:  4,000JPY - includes an Asian Tapas buffet and free bar (nomihodai).

Attendees: 20-25 bloggers

Agenda:

19:00-19:20 Jeremiah's welcome speech

19:20-21:00 Q&A + free discussion

<About Jeremiah Owyang>

Jeremiah Owyang, a senior analyst at Forrester Research, first led the Social Computing program at Hitachi Data Systems from 2005-2006 as the online community marketing manager, then left to join PodTech Network, an online video and podcasting company as the director of corporate media strategy. According to Technorati, Owyang is one of the top 1% of bloggers, and his blog is listed as the 19th ranked blog according to Advertising Age (November 2007). A video blogger and podcaster, he speaks at a strategic level on Web marketing topics around the globe. He frequently publishes at the Web strategy blog.

<Contact Information>

Ritsuko Tague

Marketing Manager, Forrester Research Japan K.K.

Direct: 03-5532-7684, email: rtague@forrester.com

Dumbed down enough for yez? (Blog readability)

Many thanks to Brendachrist, whose Twitter feed alerted me to a nifty tool - The Blog Readability Test.

The Blog Readability Test informed me that this blog is comprehensible to someone with a Junior High School education. I was delighted about that. However, I hope the content is a little more sophisticated than the language. I guess the readability tool only looked at my posts in English. (I'm sorry about the lack of Japanese posts in the past few months. I'll do some more blogging in Japanese soon).

It seems that some other Forrester blogs require "genius" level reading ability. That might be because they're technology focused - and inevitably use more tech. jargon. For people who work in IT, that jargon might not be so difficult. That's why it's important to know who you're writing for.

My colleagues - Kerry Bodine and Megan Burns - developed a methodology for companies to find the usability problems in their blogs. To perform this evaluation, you need to take the perspective of a person in your target audience and read the blog with a specific goal in mind...

Here's a quick overview of Forrester's test criteria from Megan's July 2007 report - Executive Q&A: Blog Reviews. (Click on the figure below for a full size version - and please accept my apologies for the poor legibility of the thumbnail version. Negative marks to me for that).

Chinese food scandals

A change in tone for my blog today. This story with links is more to do with Corporate Social Responsibility than Customer Experience. It just happens to be what's on my mind right now...

If it weren't for the financial melt down, I'm sure that the tainted milk scandal would be top of the news agenda in Japan today. This isn't the first time that the safety of Chinese products has come into question - and it won't be the last.

If customers don't trust your company, it's bound to be bad for business. The FEER blog points to a noodle shop in Hong Kong, which is seeking to reassure customers by printing expiry dates on the noodles themselves.

But how does one deal with a collapse of trust in an entire country? Whenever a new scare threatens Chinese exports, we hear about new legislation, increased inspections, and draconian punishments. But it seems that the underlying problems are endemic and can't be easily rooted out.

I recently asked a good friend who lived in China and worked with Chinese exporters for 15 years - What will it take to introduce a culture of responsibility to companies in China? (Responsible entrepreneurship, respect for health and safety of customers, ambition to build trusted brands etc.)

Her answer? A free press.

I think she's right. Regulations are important, but they're only part of the solution.

Lest we forget, Chinese firms are not the only ones to ignore safety issues in the pursuit of profit. We also see scandals at Japanese and Western firms - including some truly egregious offenses. But companies are more likely to consider the consequences of their actions if their customers are informed and empowered.

I've seen some TV footage from China that seems to indicate that Chinese consumers are receiving news about the powdered milk problems. So perhaps some good will come of this sad episode.