PwC KnowledgeConcierge: blending expert sources for influencers at Davos 10

BarbaraInfluencer marketingLeave a Comment

I often advise companies to create a unique and compelling information resource as a component in their influencer marketing program. Here’s a fine example: PricewaterhouseCoopers’ work for the World Economic Forum and Davos 10 — the PwC KnowledgeConcierge. The PwC KnowledgeConcierge pulls together diverse facts and sources to convey a 360 degree view of the major topics being discussed at Davos … Read More

Apple iPad: For most analysts, a missed opportunity to influence

Barbaraanalysts, influenceLeave a Comment

Today’s Apple iPad debut has everyone talking, including the tech industry analysts. The launch presented an unusually high profile opportunity for analysts to advance their credibility, influence and client loyalty. All they had to do was get to market quickly (i.e., this morning) with smart, helpful analysis. Unfortunately, only a few did. Instead, most of the industry analysts paying attention … Read More

How to attract influencers with influencers

BarbaraInfluencer engagement, Influencer identification, influencer relations5 Comments

Influencers are magnets. For example, we know that an influential keynote speaker is a sure-fire way to attract an audience. Yet, influencers are not simply intermediaries between us and our customers. They can also attract other influencers to our brands, our causes and our communities. Robert Scoble demonstrated this dynamic to me during the Supernova ’09 reception last month. I … Read More

How One Influencer Uses Twitter: John Moore, Chilmark Research

BarbaraB2B, influence, social mediaLeave a Comment

Many tech industry influencers think of Twitter as little more than a vehicle for extending the reach of their opinions. However, Twitter offers more to influencers than a bigger audience. It can be an aide in strengthening expertise as well. Combining the two agendas — improving expertise and expanding reach — makes good sense. One influencer who’s doing this is … Read More

Analyst Relations Certifications and Certificates: Who, What, Why and Cost

BarbaraAnalyst relations, marketing1 Comment

Interested in certification as an analyst relations professional? Looking for an analyst relations training course with benefits, such as a certificate of completion? If so, you have several choices for obtaining credentials. Here’s how four AR cert programs stack up, including who offers them, who can take them, what the programs cover, and how much they cost. Plus, some closing … Read More

Institute of Industry Analyst Relations meets in San Jose on January 21

BarbaraUncategorizedLeave a Comment

Peggy O’Neill, a San Diego-based board member of the IIAR, has extended an open invite to analyst relations practitioners to the IIAR 2010 kick-off meeting in Silicon Valley. The meeting takes place on Thursday, January 21st at Cisco’s headquarters in San Jose, CA. Agenda SageCircle’s Carter Lusher will kick off the meeting with a presentation that reviews 2009 trends in … Read More

Klout CEO: don’t confuse Twitter count with influence

Barbarainfluence, Measurement, social mediaLeave a Comment

How do you measure an influencer’s influence on Twitter? Social media guru Rich Baker (@richard_baker) offers up a great tip from Joe Fernandez (@joefernandez), CEO and cofounder of Klout.com: “The biggest mistake we see people make is confusing influence with follower count. Having a large number of followers is worthless if those followers are not engaged and paying attention to … Read More

Analysts: how to level the competitive playing field

BarbaraAnalyst relations, analysts, Industry analysts, Influencer marketing, social mediaLeave a Comment

How can industry analysts start relationships with analyst relations professionals? It’s a question posed every day by every analyst wanting to open doors at tech provider firms. Usually, the goal is sales, research or broadening a professional network. Often, analysts want to build rapport with AR pro’s for all 3 reasons. Two posts offer useful pointers on how to succeed: … Read More

GigaOM Pro launches a cool Analyst Relations program

BarbaraAnalyst relations, analysts, Influencer engagement, Research4 Comments

While tech providers have had formal analyst relations programs for 30-odd years, only Gartner and Forrester Research have reciprocated with influencer programs dedicated to vendor AR teams.  GigaOM Pro, the industry research arm of GigaOM, is about to shake up the status quo with today’s formal debut of their Analyst Relations program. The GigaOM Pro Analyst Relations program shares some expected similarities … Read More

Identifying influencers by apparent importance vs. real trust

BarbaraB2B, Influencer identification, Influencer marketing, Research2 Comments

Solid research is the only way to cut through the chatter about identifying and prioritizing influencers for word-of-mouth marketing and other forms of influencer marketing. Mike Gotta (Burton Group / Gartner ) points out a just such a study, from the pharma industry. I like this study because it focuses on finding the hidden opinion leaders who drive the first … Read More