• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

Why Social Media Can Represent a Real Challenge to AR Teams

icon-social-media-blue.jpgSageCircle has previously commented on the growing importance of social media in the analyst relations ecosystem and the need for teams to become engaged.  The growth in blogs and the increasing use of twitter provide a method for analysts to broadcast their opinions without the “filtering” and “editorial restrictions” that are part of standard research reports.  The lack of any review cycle by either vendors or the firms themselves allows for very timely posting, but can represent a real challenge to AR teams. 

Last week Cisco announced an acquisition that quickly prompted several divergent analyst opinions, which could also have benefited from some proofreading.

  • Van Baker posted rather negative commentary on his Gartner Blog Network blog closing with “While the purchase may be pocket change for Cisco it is still likely to be wasted money for Cisco.(sic)”  He noted his post on twitter which certainly drove traffic to the blog post.
  • Joshua Martin posted a speculative but generally positive post on his Yankee Group Blog stating “This scenario is all well and good. It will improve the value of Cisco’s devices while promoting it’s (sic) ecosystem.”
  • Mike Gotta of Burton Group posted a somewhat negative report on his personal branded blog (not Burton Group) that was later updated to a rather positive position because of a twitter comment he received. The comment was not from Cisco.
  • A day later Ted Schadler of Forrester authored a relatively positive post (and then corrected his typo) saying “It wasn’t a surprise to see networking expansionist Cisco buying Flip”

Now this is not to single out Cisco, but it was a recent example of things we have seen repeatedly.  All this blog activity was done within hours and without the filtering of the “research process” or the scrutiny of the firms’ Editorial departments.  So how should an AR team react? 

Several important best practice process steps come to mind:

  • Know the analysts in your market that use social media regularly and ensure they have the company position and key messages the moment the news breaks. These analysts, unlike their non-social media using colleagues, are likely to “shoot from the hip” in order to get something posted quickly and won’t give you a call for details. Give them the sound bites you want them to release.
  • Know the commentary the moment it occurs. Have alerts and feeds that inform you when Continue reading