Here’s a way to raise the bar on influencer marketing and influencer relations efforts around Enterprise 2.0 software: map your influencers to Maslow’s Hierarchy of Enterprise 2.0 ROI, a model penned by Hutch Carpenter. Hutch, an exec with Spigit, coopts Maslow’s classic hierarchy of human needs for a 7-layer pyramid of Enterprise 2.0 benefits. Cost savings is at the bottom, employee … Read More
IDC, H&K to Host IIAR Meeting at IDC Directions 2010 San Jose
Jay Andersen was in touch to remind me that IDC, Hill & Knowlton and the IIAR will host a luncheon meeting for analyst relations professionals at next week’s IDC Directions 2010 in San Jose, Calif. Advanced registration is required. If you’re involved in analyst relations, at an agency or vendor, you can register for the meeting. Likewise, if you’re between AR-focused jobs, … Read More
Silicon Valley influencer relations – join Richard Edelman on March 1st
If you work in influencer relations in Silicon Valley, you want to be at the Churchill Club this Monday March 1st for an evening event featuring John Byrne, Richard Edelman, Paul Bergevin, Peter Diamandis and Frank Shaw. The event comes on the heels of the 2010 Edelman Trust Barometer, a global opinion leaders study mentioned in my last post. The Trust … Read More
Influencer relations Friday gossip
Ok, I’ve been heads down on projects all week. However, here are a few tidbits worth noting from the influencer relations world. Philippe Winthrop, one of my favorite enterprise mobility analysts leaves Strategy Analytics today. You can continue following his adventures at his Enterprise Mobility blog. Jon Collins, MD and CEO of Freeform Dynamics, is raising funds for Water Aid … Read More
CRM/SFA guru Ginger Cooper shifts to mobile tech
One of the original CRM/SFA industry journalists-turned-advocates, Ginger Cooper recently took on a new role as Director of Business Development for Green Mobile Tech.  The company specializes in matching client companies with the best mobile solutions for their needs. In her words, “For end-user companies needing to purchase mobile hardware, we help them define their requirements and present them with the top options … Read More
How to attract influencers with influencers
Influencers are magnets. For example, we know that an influential keynote speaker is a sure-fire way to attract an audience. Yet, influencers are not simply intermediaries between us and our customers. They can also attract other influencers to our brands, our causes and our communities. Robert Scoble demonstrated this dynamic to me during the Supernova ’09 reception last month. I … Read More
GigaOM Pro launches a cool Analyst Relations program
While tech providers have had formal analyst relations programs for 30-odd years, only Gartner and Forrester Research have reciprocated with influencer programs dedicated to vendor AR teams.  GigaOM Pro, the industry research arm of GigaOM, is about to shake up the status quo with today’s formal debut of their Analyst Relations program. The GigaOM Pro Analyst Relations program shares some expected similarities … Read More
Identifying influencers by apparent importance vs. real trust
Solid research is the only way to cut through the chatter about identifying and prioritizing influencers for word-of-mouth marketing and other forms of influencer marketing. Mike Gotta (Burton Group / Gartner ) points out a just such a study, from the pharma industry. I like this study because it focuses on finding the hidden opinion leaders who drive the first … Read More
Strategic relations tools shift from monitoring to engaging influencers
Influencer marketing tools are getting a new gear and it’s a good one. Up until recently, influencer relationship management (IRM) tools offered 3 speeds: identifying, monitoring and measuring influencers. That’s good, but not good enough. Corporate marketing teams focused on social media need to find ways to scale their influencer programs without sacrificing micro-segmentation and personalization. That kind of scalability … Read More
Industry associations add interesting dimension to influencer marketing
Vendor-side influencer relations programs tend to focus on public relations, analyst relations and blogger relations. I’ve talked before (e.g. here and here) about the value of broadening these programs to include other types of influencers, such as the research leads at professional associations. Announcements today from CEA and ESA underscore why this makes so much sense. The Consumer Electronics Association … Read More