If you missed today’s fast-paced webinar, here’s the audio replay. However our recorded conversation is just part of the discussion that took place. Check out the real-time reactions and side conversations at Twitter — hashtag #socialanalyst. Thanks to everyone who participated!
As Jeremiah said in his closing comments, we want to continue this conversation. Are you in? Please check back for links to the Twitter transcript. Also, trackback or comment here if you publish on the impact of social technologies on the industry analysts, their advisory clients and their analyst relations communities.
Special gratitude to our pilots at the Hangar – Christine Tan and Julie Viola — and to co-panelists Jeremiah Owyang, Carter Lusher and Jonny Bentwood.
- Summing up webinar highlights - Jeremiah, Jonny
- The brainstorm behind this event at Jeremiah’s blog
- Leading up to the webinar - personal point of view at Jonny’s blog
- Leading up to the webinar - more stage-setting at Carter’s blog and here at Sway
Social technologies are disrupting traditional business models, and the tech industry analyst business is no exception. Or is it? How is social truly changing the day to day work of the tech watchers? their advisory clients? their relations with tech providers? Tune in tomorrow as I exchange views on this important topic with fellow thought leaders Jeremiah Owyang, Jonny Bentwood and Carter Lusher. You can ask questions and more during the live webinar using the Twitter hashtag #socialanalyst. This virtual event is free. Register now so you can listen and participate tomorrow!
What you need to know:
- Register now: “The Impact of Social on the Analyst Industry: A Roundtable with Jonny Bentwood, Barbara French, Carter Lusher, and Jeremiah Owyang“
- Speakers: Barbara French of Tekrati (that’s me!), Jeremiah Owyang of Altimeter Group, Jonny Bentwood of Edelman, and Carter Lusher of SageCircle
- When: Wed, Jul 21, 2010 from 9:00 AM - 10:00 AM Pacific
- Twitter hashtag #socialanalyst
Special thanks to Jeremiah for organizing and producing this event!
GigaOM today celebrates the first anniversary of its GigaOM Pro research division. GigaOM Pro is one of the more interesting of the recent entrants to high tech industry analyst business. Mike Wolf (@michaelwolf), vice president of research, sat down with Tekrati and spoke about the first year: the formative decisions early on, recent progress and a few immediate changes as the venture begins Year 2. Plus, a Cisco subscriber weighed in on her experience with this innovative industry research service.
First, let’s catch up with what’s new as announced yesterday by GigaOM founder Om Malik. GigaOM Pro officially emerges from beta today. The online retail price rises from $79 to $249 per year, with discounting down to $199. That’s a fraction of the cost of comparative services. Since its launch, the service has published more than 500 research items, including in-depth reports on the app economy, e-books and cloud computing and more than 100 company profiles. Plus, subscribers can contact analysts privately or discuss findings openly through the community features of the site.
Further sweetening the deal, the 6,000 beta subscribers can renew at the $99 beta price. According to Wolf, the 2010 renewal rate looks good. The subscriber base is large enough now to create its own momentum in new sales.
The company will now provide research buyers a corporate purchase option in addition to online sales. The new Corporate Edition makes it simple to buy a quantity of seats at a volume discount. Wolf said that the Corporate Edition builds on the innate appeal to GigaOM readership and is garnering interest from a broad base of small to large companies, market research buyers and intel centers. The first corporate clients to sign include Microsoft, Adobe, Rovi, Juniper Networks, Peer1, RRE Ventures, Norwest Ventures, Hill & Knowlton, LewisPR and Accenture.
The 1-year anniversary coincides with GigaOm’s third annual Structure conference, taking place today and tomorrow in San Francisco. Celebratory perks at the sold-out cloud computing event include:
- Conference attendees receive a comp copy of the in-depth report, ”Defining Internal Cloud Options: From Appistry to VMware” by Derrick Harris
- Attending GigaOM Pro subscribers (and those who buy a subscription onsite) can enter a drawing to win an iPad (Wi-Fi)
- Wolf will lead a rapid-fire panel on where cloud computing is headed over the next 3 to 5 years. The questions were submitted by GigaOM Pro subscribers and Twitter fans. The panelists, selected from the virtual GigaOM Pro Analyst Network, are Derrick Harris with GigaOm PRO, Phil Hendrix with immr, and John du Pre Gauntt with Media Dojo.
- Members of the GigaOM Pro Analyst Network are in attendance throughout the event.
In its first year, GigaOM Pro has proven that it can stand apart from the majority of industry research firms on price, coverage, quality, speed and customer experience. The affordable price is certainly an important part of the equation. However, that would mean nothing without the rest.
Early on, Malik, Wolf and CEO Paul Walborsky made several decisions that set GigaOM Pro on this unique path. “We knew we had to do something different,” said Wolf. “We didn’t want to do a Gartner or a Heavy Reading. We didn’t want to be consultants. We focused on innovating the research business model with price, community and a virtual network of domain expertise.”
Thus, they sidestepped the trappings of traditional research firms: high overhead, exclusionary pricing, long lead times and a finite pool of analyst experts on any given topic.
The GigaOM media network is able to subsidize its research start-up and provide immediate brand recognition. Further, GigaOM editorial standards and cradle-to-grave project support ensure that research coverage leads or closely tracks hot trending topics while adhering to quality standards. The strength of the brand — combined with the management team and editorial support — has enabled the research start-up to recruit close to 40 high caliber experts to its virtual Analyst Network and produce an impressive body of written and rich media research deliverables on 5 emerging tech domains, from green tech to Google and Apple to cloud:
- Connected Consumer
- Green IT
GigaOM’s grounding in Web 2.0 also translates into differentiation in the customer experience: subscribers can network with each other and the experts, and discuss every piece of research published, no holds barred.
“Our subscribers like the style of service,” said Wolf. “They like the model — access to any research at any time.” He said the rapid turn-around on hot topics and ability to bring in deep-dive contributing experts from the industry at large make GigaOM Pro a great add-on to advisory services from the established analyst houses. “We’re not displacing other services. We’re complementary to traditional firms.”
Lisa Soto, an analyst relations manager with Cisco based in Irvine, Calif., who’s been using the service for about a year, concurs. She works in one of Cisco’s consumer divisions and said, “The PRO service is how we keep our ear to the ground about what is happening in the industry. We can always count on GigaOM PRO to give us an in-depth evaluation and realistic perspective of the impact many new technologies, key announcements have on the industry. As soon as we hear about a trend or a new movement, we know GigaOM PRO will provide a deep and rich perspective of what is happening and the value to the industry and most importantly the consumer.”
Two things she likes most about the service are its responsiveness to the market, and the social aspects of the research delivery. She finds GigaOM Pro is one of the first research resources to provide information on a new trend. “The timing is unbelievably fast.” She also likes the ability to interact with the experts and content — it’s designed from the ground up with community features of a full-fledged social network — and likes the option of being alerted to new research via “the most current social media tools.”
The GigaOM Pro social experience goes beyond written word. A series of “Bunker” events brings together select subscribers by invitation only at a physical location. The rest of the community shares the event via streaming. Looking ahead, these types of events will likely play a larger part in the corporate edition.
Finally, there is one more aspect to the GigaOM Pro social design: an Analyst Relations network within the Pro community. This professional network is open to any analyst relations practitioner actively working with clients — not just those affiliated with Pro subscribers. Members can network with each other and with the virtual GigaOM Pro Analyst Network. Soto said she has taken advantage of the network to expand her division’s relationships with influencers in adjacent markets.
In a busy year of beta — during one of the worst recessions in tech market history — GigaOM Pro succeeded in putting a fresh face on the high tech research business. Prospects for Year 2 look good. Research buyers, analysts and analyst relations teams should take note.
Do you have some opinions on how social media is changing the analyst business? Or how it could be changing the analyst game? If so, I’d love to hear from you. Your points may well end up on my July roundtable, ”The Impact of Social on the Analyst Industry“, with Jonny Bentwood of Edelman, Carter Lusher of SageCircle, and our roundtable producer and host, Jeremiah Owyang of Altimeter Group. The Twitter hashtag is #socialanalyst.
We’ll be discussing — and debating — the impact of social on analysts and analyst firms, and resulting changes in the analyst experience for IT decision makers, tech providers and their analyst relations representatives.
Some changes are taking place behind the scenes, in business, research and sales operations. Some changes are clearly visible at events and online through blogs, communities, media sites and Twitter. Other changes are being forced on the analyst business by IT decision makers and tech providers, as social media redefines approaches to decision making and influencer relations.
Social is not just another hammer in the tech toolbox. It’s also a set of behaviors. We expect analysts to adopt these new behaviors. So far, some are, some are not.
As with all Altimeter Group webinars, this one is free to attend and space is limited! Register at your earliest if you’d like to participate in the live conversation.
- What: The Impact of Social on the Analyst Industry: A Roundtable with Jonny Bentwood, Barbara French, Carter Lusher, and Jeremiah Owyang
- When: Wed, Jul 21, 2010 from 9:00 AM - 10:00 AM PDT
- Info, Register: https://www2.gotomeeting.com/register/823666435
Special thanks to Jeremiah for organizing this event!
Editor’s update, June 29th: Post your suggestions on topics & points of view you think we should cover during the roundtable at Jeremiah’s blog.
Influencer marketing entails many aspects of public relations. Along these lines, CloudNine PR agency is sharing results of its bespoke study of how 300 IT chiefs in the UK prefer to access news and info about the IT industry. I’m quite surprised by 4 findings in particular: LinkedIn ties with vendor emails as a useful or very useful source for 31%; and Twitter and YouTube are on close to even footing as well for about 20%.
What methods do UK IT chiefs find ‘useful’ or ‘very useful’ for keeping up-to-date on IT industry developments, including general news from vendors? Here’s CloudNine PR’s take:
- Online publications 64%
- IT blogs 52%
- Trade shows 50%
- Printed publications 47%
- Vendor Events 44%
- IT Analyst blogs 40%
- IT analyst events 38%
- Vendor emails 31%, LinkedIn 31%
- Twitter 20%
- YouTube 19%
- Facebook 13%
- SlideShare 12%
About the study: CloudNine PR commissioned Vanson Bourne to conduct the survey. It consisted of a poll of IT decisionmakers, including CIOs, IT directors and IT managers in 300 UK companies. The sample included organisations with 50 to 250 employees, 251 to 1000 employees and over 1000 employees. There was an approximately equal split of companies operating in Financial services; Manufacturing; Retail, Transport and Distribution; and Business and Professional Services.
RedMonk’s James Governor offers the most intelligent view I’ve read in a very long time on blogging among the analysts. Here’s an excerpt from his excellent post:
We built RedMonk on social media. Its as simple as that. We had a good run on it through the late noughties. But honestly – the differentiator has been significantly eroded of late. One of our significant differentiators is now business as usual. Our competitors are just as fast to the news as us, if not faster, with solid analysis on either side of the firewall. Gartner and Forrester are both doing outstanding work in real time analysis. Seriously. And Gartner analysts are joining the conversation. - James Governor May 12, 2010
His observations are crucial for analysts, analyst relations and analyst watchers. Why? Gartner, Forrester Research and scores of analyst firms have successfully embedded blogging within their businesses. We’re long past the point where it makes sense to quantify analyst blogging as a discrete individual activity. Blogging is becoming integral to analyst business processes.
I’ve been actively monitoring analyst bloggers since 2003 and in 2005 launched the first directory and OPML of analyst-written blogs. The total number of blogs in early 2005: just over 50. I was committed to supporting those pioneering analyst bloggers. In those early days, the number of blogs — and the who’s who and how many — were factors in whether a given firm or analyst would jump into the fray. Not so today.
But even back then, the analyst community’s real focus was on how blogs fit with analyst business processes and policies. You can read a snapshot of their views in the original 2005 report. These are the topics that still deserve our attention. Even today.
Hats off to James for prodding us all take a fresh look at analyst blogs.
NewComm Forum is a social media and influencer marketing event I always make a point of attending. This year, I’ll attend on Weds April 21st. Per my earlier post at Tekrati, I’m pleased to give you discount codes for both the 1-day package and full conference.
Let me know if you’ll be there on the 21st. I’d love to meet you in person.
The NewComm Forum 2010 One-day Pass
Wednesday, April 21st
San Mateo, Calif.
Cost: $395, when you register and use discount code NCF1D
- Full Access Pass for the 21st
- 3 Keynote Sessions: Jackie Huba, online marketing expert and author; Dave Carroll, singer/songwriter, â€œUnited Breaks Guitarsâ€; and Tim Westergren, founder, chief strategist, Pandora
- Access to all conference sessions â€“ choose from 16 breakout sessions in five tracks
- Networking Activities and Food & Beverage Events
If you’d like to attend the entire event, use discount code NCF300 to save $300 off the full conference fee. Or, contact me directly for a slightly deeper discount.
One bit of advice: Be a focused networker to get the most out of this event. It’s a small event. Put yourself forward and you’ll easily go from merely rubbing elbows with top social media authors and practitioners to forging relationships with them.
You may wonder what draws me to an event like this, when I have free passes to industry analyst events around the planet. Here’s the thing: I always come away from NewComm Forum with new ideas and new relationships that contribute directly to my own thought leadership, services and strategies. Check this year’s agenda to see who’s of interest to you.
See you there!
I’m pleased to invite you to the open house celebration for LectureMaker, Silicon Valley’s first high-definition streaming video studio. This special event takes place Wednesday, March 24th from 5:30pm to 8:00 pm in Sunnyvale. If you’re interested in creating, posting, or live streaming hi-def video content at affordable costs, you owe it to yourself to attend this grand opening party. Among the perks for attending: you can make your own greenscreen videos and greenscreen portrait photos during the celebration! Free! How cool is that?
Ron Fredericks, founder and videographer, has built an advanced high-def video studio worthy of Silicon Valley. He is pricing LectureMaker services to fit the budgets of startups, authors, consultants, analysts, marketing and PR agencies, and corporate marketing departments.
Join me Wednesday evening to tour the studio, make your own hi-def video clips, and get greenscreen portraits you can use with any background to spruce up your social media profiles. You can witness the ribbon cutting ceremony with the Mayor of Sunnyvale, and enjoy live music, drinks and food. Perhaps wander through an astonishing collection of movie sets and props.
Register at Eventbrite: http://www.eventbrite.com/event/610591295
Again, the details:
Host: Ron Fredericks, LectureMaker
When: Weds, March 24, 5:30pm - 8:00pm
Where: 830 Stewart Drive, Sunnyvale CA, 94085
What: Ribbon cutting ceremony with Sunnyvaleâ€™s Mayor
- Live music by Jimmy and the Waverunners
- Food, beer, wine, and soft drinks
- Make your own videos during the celebration
- More info: http://www.lecturemaker.com/2010/03/grand-opening/
You’ll see the creative video, audio and photo possibilities that are now easily within your reach. Even if you’re a solo practitioner like me.
See you there!
I’m pleased to find that a new study validates what I’ve been seeing in client projects and industry conversations: social media is taking on a larger role in business decision-making processes. Social media is enabling decision-makers to reach out to larger numbers of people (the size of their unique influencer ecosystems) and to tap into their influencers through online as well as offline channels. These are among the preliminary findings of a study conducted this summer under the umbrella of the Society of New Communications Research (SNCR). SNCR Research Fellows Don Bulmer, SAP, and Vanessa DiMauro, Leader Networks lead the research and analysis and have begun releasing preliminary findings. Their full report will be released in January.
On the business front, about 4 in 10 respondents incorporate social networks into 4 steps of their decision process:
- seeking peer referral
- reading blogs
- gathering opinions through an online network
- looking the company up on a social network
Other findings relative to social media and influence:
- Information obtained from offline networks still have highest levels of trust with slight advantage over online (offline: 92% - combined strongly/somewhat trust; online: 83% combined strongly/somewhat trust)
- Approximately three quarters of respondents rely on professional networks to support business decisions: 40% gather opinions via their online networks and 39% look up companies on their social networks.
- Reliance on web-based professional networks and online communities has increased significantly over the past 3 years for essentially all respondents
Don has shared one of the interview excerpts, and for me, this comment puts the study results into context:
“I find that I will network offline at events and meetings where I establish connection with many people and I use online tools to follow up and maintain connect. I may meet 20 or so people at an event and then immediately then put them into Plaxo or LinkedIn to keep and maintain connection. I try to maintain my status and activity regularly to keep engaged and keep people informed.”
The methodology for the “New Symbiosis of Professional Networks” study involved a mixed methods approach supported by quantitative data gathered via online survey of 356 professionals to understand their perceptions and experiences with social media in support of their decision-making. Select interviews of 12 professionals were also conducted using a semi-structured interview guide as part of the second phase of the study. All respondents were either the decision makers or influenced the decision process within their company or business unit, and company size ranged from less than 100 to over 50,000 full-time employees.
While the wildly successful “Groundswell” book by Charlene Li and Josh Bernoff continues winning acclaim — most recently from the American Marketing Association — Josh has announced work in progress on a new book. This time, he’s teamed with Ted Schadler as co-author.
The title is “Harnessing the Groundswell: Drive Your Business With Empowered Employees and Customers”. The authors say this next Groundswell book is not a sequel…
“It focuses on individuals empowered by technology — both employees and customers — and how businesses can efficiently turn them into a force for better performance.” - Josh Bernoff
Look for the book in summer 2010 from Harvard Business Press.
Josh is carrying forward some precedents established with the first Groundswell book project. For example, you can keep up with progress and more at the Groundswell blog.
In case you missed it, Charlene Li started her new book project a few months ago. She’s engaging with the community in full force. You can vote on the title for her book right now — check out this post. I’ll write more once she settles on the title. Hers is due out in May 2010.