• Recent Posts: Influencer Relations

    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 […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

77% of industry analysts would read AR blogs, if…

…”they had relevant, useful, timely information.” There is always a catch, eh?

icon-social-media-blue.jpgFrankly, this percentage is significantly higher than we would have guessed before we conducted our survey of thousands of industry analysts. Even though we are ardent proponents of AR using social media, we expected that many in the analyst community might be adopting a “wait and see” attitude at best. However, we were pleasantly surprised that many analysts said they would read AR blogs. Here is the full question and percentage replies:

Question:     I would read vendor AR blogs if they had relevant, useful, timely information (pick one)

  • 20% – Yes, regularly
  • 31% – Yes, occasionally
  • 26% – Yes, episodically related to major news or announcement coverage
  •   5% – No, because I do not read blogs
  •   8% – No, because I do not have time
  •   9% – No, because most vendor blogs are a waste of time
  •   1% – Undecided

This would indicate there is an obvious opportunity for AR teams to leverage blogging as an efficient and effective one-to-many communications tool. Because we have found only five vendor AR blogs (see the blogroll in the right navigation bar on the SageCircle blog), there is also the opportunity to capture mindshare with the analysts and become a regular reading habit before the landscape becomes cluttered.

This is one of the many “Ah, ha!”s we are harvesting as we analyze the data from our survey of the industry analyst community in preparation for the “Introduction to Blogging for AR” webinar (agenda and  registration) to be held this Wednesday, October 8th at 8:30 am US PT and 4 pm US PT. The cost of this 90-minute information-packed session is only $95.

SageCircle Technique:

  • A = Ask your top analysts about their blog reading habits
  • B = Begin to add AR blog(s) to your overall AR plan
  • C = Create AR blogging policy
  • D = Develop a portfolio of contributors that include executives and domain experts
  • E = Educate contributors about blogging policies and best practices
  • F = Forward to Sales and executives the “Ah, ha!”s you harvest from AR blogging, such as analyst comments

Bottom Line: While any particular analyst might not be reading AR blogs, the overall trend is for readership of interesting and useful blogs. AR can improve its efficiency and effectiveness by making blogging a part of the overall AR communications toolbox. The greatest advantage will go to first movers and fast follower adopters of blogging who will gain analyst mindshare before there are many AR blogs cluttering the landscape.

Question: AR – What is stopping you from blogging? Analysts – What are the topics that you think AR should focus on and which topics should be avoided?

3 Responses

  1. I think it’s less about the topics – after all, if it’s just information about a topic email is actually better – it’s about what a blog is for, which is interactivity and less formal communication and conversation. AR pros should use a blog to interact with analysts, not simply to disseminate information that could just as easily be sent out via email. It’s one route to becoming less rigid about what you communicate about yourself as a company – some of the companies we cover are still enormously careful about what they say, which means most of what they say is so sterile as to be almost totally useless.

  2. […] haven’t blogged much lately, because everything that I want to say, Carter has covered, or has said better than […]

  3. […] 6 10 2008 I haven’t blogged much lately, because everything that I want to say, Carter has covered, or has said better than […]

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