• Recent Posts: Influencer Relations

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

Examples of analysts using blogs for research purposes

icon-social-media-blue.jpgAs we pointed out, analysts are increasingly using blogs as research development platforms so monitoring analyst blogs is a good way for analyst relations (AR) to get insights into analysts’ work-in-progress. With this information in hand, AR teams can then decide whether to join the conversation online or reach out to the analysts for a briefing or inquiry.

 Because relatively few AR teams are monitoring analyst blogs, those AR professionals that use this technique can achieve a competitive advantage by getting in early on developing ideas when they can have the most impact.

 Here are two recent examples of analysts using their blogs as research tools:

Forrester’s Jeremiah Owyang on his “Web Strategy by Jeremiah” blog announced Forrester Underway to Catalog the White Label Social Networking Space. Because the white label social networking tools market is exploding with many small vendors, it is the type of market that analysts have trouble cataloging. Here Jeremiah uses his visibility to alert vendors about the catalog project and generate entries that the Forrester team might not have found on their own.

IDC’s Rachel Happe is using her “The Social Organization” Community Velocity: A Metric for Measurement post to get feedback on a framework she is working on. Another excellent use of a blog as a research tool because in will include non-IDC clients as contributors.

It is interesting to note that both of these blogs are under the analysts’ personal brands, not their firms’ brands.

SageCircle Technique

  • Ask the analysts on your analyst list whether they have a blog, firm branded or personal, where they develop new research ideas
  • Add any new blogs to your RSS feed
  • Set up a process where AR team members are regularly checking on the analyst blogs
  • Develop a decision framework when to leave a comment on the blog versus arranging for a formal briefing… or both
  • Develop a process for contributing ideas, customer stories, data points and so on to analysts via comments on their blogs
  • Create a team of domain experts that are available to quickly contribute comments to analyst blogs. Train the team on the best practices for comments
  • Add analyst blog content into your opinion monitoring and AR metrics programs

Bottom Line: Because there are relatively few analysts in any particular market that actively blog, adding blogs to the AR team’s responsibilities will not add much work to the already busy workday. The benefits of being involved early in the development of new research offer a significant payback for a modest amount of monitoring.

Question: AR teams – Why don’t you read the relevant analysts’ blogs?

 

2 Responses

  1. I use Twitter too, it’s not just blogs. Social media is great for getting a ‘survey of the land’. I can easily find out common opinions, find all the players in the space, or get a broad spectrum of ideas.

    Unfortunately, blogs and twitter don’t go “deep” so the analyst is expected to dig further.

    I’d estimate that using my blog and twitter saves me hours and hours of time, although I still am required to dig in deeper to find out the true nuggets that turn into insight.

Comments are closed.

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: