How do you know whether you’re looking at a traditional analyst relations program or one already adopting elements of influencer relations?
Rely on simple, straightforward litmus tests to distinguish between the two. Try this one:
Traditional AR programs focus on trend watchers at the analyst firms.
AR programs moving towards influencer relations focus on trend watchers and trend makers.
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January 4th, 2009 at 12:12 am
I reckon this definition only works if you take Gartner out of the equation. Gartner is in the business of market making (defining, promoting and driving new technology markets), which is fundamental to its business model and in many respects puts it on the same side of the ‘industry’ line as bigger vendors who are similarly trying to drive activity in new ways. Whichever way you look at it though, Gartner is definitely a trend maker, and servicing this beast is typically pretty central to traditional AR programs.
In terms of the general definition, I would add that influencer relations relies on an ecosystem approach, e.g. it is as important to play the interactions between influencers and influencer types as it is to work the individual influencing entities themselves.
Cheers
Dale
January 5th, 2009 at 12:30 am
Dale,
Your second point is brilliant. Influencer ecosystems are crucial to influencer relations. That’s a great litmus test for an influencer program.
The notion that Gartner is a trend maker… I’m not so eager to jump into that canoe. We’ll disagree on that one.
I think that Gartner does a fine job at what they claim to do — monitor and analyze and forecast markets. Along the way, they validate trends, best practices, strategies and such, and try to better articulate the new tech.
But Gartner as a trend maker or a market maker? Gartner’s credibility would be completely shattered if decision-makers felt that there was an impersonal agenda at work.
On any given day, Gartner accounts for 20% to 30% of all employed IT industry analysts. I submit that the vast majority of those people are trend watchers, not trend makers. And for good reason. Gartner analysts are supposed to bring their knowledge forward in the context of each client’s particular situation. That’s supposed to be at the heart of their business model.
January 5th, 2009 at 2:44 am
Barbara
Happy New Year etc. Not 100% convinced on the definition here seems a little too slick for me. I feel its all in the execution of the programme do the people run it think about influence of those targetted or not.
January 6th, 2009 at 3:25 am
Marc,
Happy New Year to you too.
Just want to reiterate the spirit of this post — it’s about coming up with easy ways to distinguish among different kinds of AR programs. I agree completely, this sort of simple comparison is no substitute for a full fledged definition.
Glad to see your interest in keeping me an honest woman!