Don’t miss Marketing Is Broken, Influencers Can Fix It on May 20 in San Francisco

BarbaraInfluencer engagement, Influencer identification, Influencer marketing, influencer program, influencer relations

Please join us for what promises to be a lively discussion about what’s wrong with marketing and how an influencer program can fix it. On May 20th, we are hosting a reception and presentation on influencer marketing at the Commonwealth Club in San Francisco. Check out the details below. We’ve reserved complimentary tickets so email me ( or any of … Read More

Analysts as authors: extending influence through books

BarbaraAnalyst relations, Books, Influencer ranking, influencer relations

May marks the 1-year anniversary of the release of Charlene Li’s and Josh Bernoff’s book, Groundswell.  Several industry analysts have released books since then. I figure it’s a good time to shout out to some recent analyst authors and talk a little about why writing books can be such an important activity for market influencers and influencer relations professionals alike. For IT industry analysts and other … Read More

Earth Day: Who’s influencing green tech and clean tech decisions

BarbaraIndustry analysts

Someday, every ICT industry influencer on the planet will include aspects of green or ‘environmentally responsible’ within their area of tech expertise.  And someday, every influencer relations program will embrace these ideas.  Someday. Today, it seems appropriate to mark Earth Day with a shout out to some of the pioneers. Here’s a small sampling of some notable industry and competitive … Read More

NCF2009: Where to find the social media influencers

BarbaraEvents, social media

NewComm Forum 2009 is just around the corner. I agree with Tom Foremski that this is not only the largest gathering of social media experts in the US, it is also a favorite of most of us who have attended over the years. I recommend it to anyone serious about meeting, hearing, influencing or simply hanging out with the A-listers … Read More

Indirect influencers and decision-maker purchase criteria

BarbaraIndustry analysts, influencer program, influencer relations

Influencers often have a say in the purchase critieria used by decision-makers. Often their influence is direct, such as inputing to a request for bid. Indirect influence is an important factor as well. While the most widely known (or perhaps infamous) example in the tech market is Gartner’s Magic Quadrant, most indirect influences are far from obvious. Influencer relations programs … Read More

Burton Group advising Fortune 500 on cloud computing

BarbaraIndustry analysts

The influencer ecosystem for enterprise cloud computing shifted here in the US today with Burton Group formally entering the tech research and advisory fray. The launch moves them directly into the line of influence with all of their clients, because they already cover the primary tech and service areas that make up cloud computing and because they are offering all … Read More

FTC eyes social media endorsements

BarbaraBloggers, Consumer markets, Influencer engagement, social media

Bloggers who are compensated for endorsing products and services could be held liable for any false statements they make, if newly proposed FTC guidelines are adopted. I’m pleased to see some movement beyond voluntary blogger transparency. I’m a fan of voluntary transparency. It puts peer pressure on bloggers to tell you about sponsorships and other compensation. It has uncovered several … Read More

Juniper’s fresh take on consultant relations

BarbaraChannel partners, Influencer engagement, Influencer identification

Juniper Networks is updating its consultant relations strategy to better reflect the role these influencers play in customer decision-making. The new consultants program, under the umbrella of its channel partners program, is aimed “at partners who influence a customer’s buying decisions but don’t actually take part in the sale.” This is an interesting approach to formalizing and updating consultant relations … Read More

Nick speaking at the IABC 2009 World Conference


Don’t miss Nick’s session at the upcoming IABC 2009 World Conference. This year, the IABC expects to host 1,600 communication practitioners from 40 countries for this event. Four days of learning, camaraderie and inspiration right here in San Francisco. Details on Nick’s session: T3 / Influencer marketing and the rise of decision maker ecosystems Date: Tuesday, 9 June Time: 11:15 … Read More

IIAR wants your vote on the analyst of the year

BarbaraAnalyst relations, analysts

Jonny Bentwood was in touch with an invitation for you. He’d like your help in determining the IIAR’s “analyst of the year”. Technically, you’ll help determine more than one analyst of the year. They’ll name one worldwide, one for the Americas and another for EMEA. I suppose with enough votes Asia-Pacific could have an analyst of the year as well. … Read More