• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

Is social media today the grain of sand that will become tomorrow’s pearl in the analyst ecosystem?

icon-social-media-blue.jpgWhile getting significant buzz, the use of social media in the analyst ecosystem is still at a nascent stage. Some analysts and AR professionals are making interesting use of blogs, Twitter, and so on, but for the most part social media is just being played with a little or being ignored all together. Those members of the ecosystem who are not seriously looking at social media might wake up one day to find that social media has become a force and they are seriously and dangerously behind the curve. 

A natural pearl occurs when an irritant, such as a grain of sand, gets inside an oyster’s shell which the oyster cannot expel. The oyster then starts to secrete a mixture of aragonite and conchiolin in minute layers around the irritant to coat it and reduce the irritation. Over time, many many layers of coating transform the grain of sand into a beautiful pearl. This is an apt metaphor for social media because definitely some members of the community, analysts and AR teams, consider social media an irritant and have yet see the slow transformation that is happening around it.

Major changes in a market or form of communications are often not via a big bang, but by the accretion of little changes that reach a critical mass. The individuals or companies who benefit the most from these changes are the ones who notice the little things early and start experimenting with the new techniques and technologies. In that way once the trend does reach critical mass they are in position to fully exploit the opportunities while competitors are scrambling chaotically to catch up.

Not every information technology, telecommunications, and services market will have its ways of communication among the members upended by social media in the same way or at the same time. In some cases, there will be a big bang as a superstar on the analyst or vendor side implements social media to change the rules of the game. In other cases it will be the slow adoption of social media in little ways by many members of the market that one day produces a pearl.

SageCircle Technique:

  • Keep your finger on the pulse of change
  • Start simple
  • Embrace social media then experiment and adapt
  • Incorporate social media into your AR plan
  • Add social media to your measurement program
  • Use tools like RSS and TweetDeck to reduce effort

Bottom Line: With more and more analysts blogging, tweeting, and participating in communities, AR programs and analysts that do not systematically add social media to their toolbox will find themselves at a competitive disadvantage. Both analysts and AR managers need to make adopting social media, with the appropriate emphasis, a major objective for the second half of 2009.

Question: AR managers – What are the reasons, in priority order, why you do not incorporate blogging and tweeting into your mix of interactions? Analysts – Which AR teams or individuals are best at using social media?

%d bloggers like this: