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September 5th, 2010
We have changed the name of our company (formerly Gelbart Kahana Global Marketing) to shapira marketing. Our focus is to provide PR, AR and Social Media services to technology companies. We created a new logo which illustrates our belief that everything is about the conversation-PR,AR and Social Media.
Forrester has recently updated their Social Technographics Ladder to include Conversationalists.
“Conversationalists reflects two changes. First, it includes not just Twitter members, but also people who update social network status to converse (since this activity in Facebook is actually more prevalent than tweeting). And second, we include only people who update at least weekly, since anything less than this isn’t much of a conversation. They’re 56% female, more than any other group in the ladder. While they’re among the youngest of the groups, 70% are still 30 and up.”
Forrester also advises how to use this information:
1. Convince your boss this stuff is for real, and that if you haven’t jumped on it, you’re late.
2. Profile your customer base, and see what they’re ready for, before planning a project to reach out to them. (After all, People is the first step in the POST process.)
3. Segment your audience; build different strategies for different segments. (Social is so prevalent now that a single approach for your company is probably too broad.)
For the whole article see the Forrester’s Groundswell Blog.
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Tags: analyst relations, AR, Conversation, Forrester, Gelbart Kahana, Groundswell, Koteret, PR, PR Agency Israel, shapira marketing, social media
Posted in Best Practices Analyst relations, Forrester, Public Relations, analyst relations, analysts, blogging, inbound marketing, marketing, marketing 2.0, social meda, technology | No Comments »
June 27th, 2010
One of Gartner’s predictions for Social Networking:
By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.
Greater availability of social networking services both inside and outside the firewall, coupled with changing demographics and work styles will lead 20 percent of users to make a social network the hub of their business communications. During the next several years, most companies will be building out internal social networks and/or allowing business use of personal social network accounts. Social networking will prove to be more effective than e-mail for certain business activities such as status updates and expertise location.
“The rigid distinction between e-mail and social networks will erode. E-mail will take on many social attributes, such as contact brokering while social networks will develop richer e-mail capabilities,” said Matt Cain, research vice president at Gartner. “While e-mail is already almost fully penetrated in the corporate space, we expect to see steep growth rates for sales of premises- and cloud-based social networking services. “
Gartner recommends that organizations develop a long-term strategy for provisioning and consuming a rich set of collaboration and social software services, and develop policies governing the use of consumer services for business purposes. Companies should also solicit input from the business community on what collaboration tools would be most helpful.
Come and hear Ken Dulaney speak about it on July 7th at Gartner’s Tel Aviv Conference: We will hold a special session on the future of Social Media
http://www.gartner.co.il/event/Gartner_21st_Annual_Regional_Conference.aspx?ref=hp#agenda
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Tags: email, Gartner, social media, social networks
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May 10th, 2010
Gideon Gartner starts a great dialogue about the future of the Advisory model. Lots of analysts joined in–funny, I didnt see anyone from Gartner commenting on this. But I think it is time they get in the conversation.
“Some day the Advisory Industry may look different than today, and an example of what’s possible may be the manner in which vendor and user clients compensate their Advisory providers. It seems worthwhile for segments of our industry to study this alternative compensation model, as it has been implemented successfully in the Wall Street Research space over many decades, being both useful and arguably more performance-based than what we’re used to in the Advisory space.”
A wonderful conversation which will take a while to digest;however, as we discussed in Tel Aviv a few weeks ago Gideon, the movement towards open content and sharing is pretty unstoppable and will impact the big analyst firms sooner rather than later. However, most of my clients (B2B Tech vendors) are not interested in the reports/content–they are interested in the influence that Gartner, Forrester and a few others have over the buying process. The Magic Quadrant still has a magic power over endusers in many industries who doubt the value of a vendor if they are not in the Magic Quadrant. This is Gartner’s power over vendors, although as you told me, it was not the original intention of the MQ but rather an internal exercise among the analysts to create a discussion about the vendors. When endusers stop asking Gartner or Forrester or other influencers in the Analyst market which vendors to use–that is when they will have to start really evaluating their model.
http://gideongartner.com/2010/05/04/advisory-industry-a-future-redesign-the-“payment”-model/comment-page-1/#comment-330
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Tags: analyst groups, analyst relations, analysts, AR, B2B Marketing, Best Practices, Forrester, Gartner, Gideon Gartner, Magic Quadrant, Nancy Shapira-Aronovic, RedMonk, Technology Marketing, יחסי ציבור קשרי אנליסטים
Posted in Gartner | No Comments »
May 1st, 2010
I recently posted a comment on Gideon Gartner’s new blog and ended it with an invitation to let me know if he is ever in Tel Aviv to meet up. The next day I got an email from Gideon that he was in Tel Aviv and would I like to meet him for coffee. Whereas some people would get excited at meeting a rock star–for me–an AR Consultant and pioneer in Israel–Gideon Gartner is my rock star. I met him and his lovely wife Sarah in Tel Aviv and we had an extended chat that included his questions about how I stated my AR business in Israel, the origin of the Magic Quadrant as an internal not an external document and logistics of getting to the local TedEx event. I expressed my opinion that the Gartner model has huge brand value but the real threat to that model will be the new,open models like RedMonk and others and not a competitor like Forrester. Only time will tell and I wait eagerly for Gideon’s book to hear more gossip and tidbits on the creation of one of the best brands in history.
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Tags: analyst groups, analyst relations, analysts, AR, Forrester, Gartner, Gideon Gartner, Magic Quadrant, Nancy Shapira-Aronovic, RedMonk, יחסי ציבור קשרי אנליסטים
Posted in Best Practices Analyst relations, Forrester, Gartner, RedMonk, analyst relations, analysts, blogging, branding | 1 Comment »
April 14th, 2010
Kevin has written another insightful article to help AR professionals upgrade their current program. Forrester defines the Learn and Earn sides of working with analysts and define 4 stages of AR Relatonships: Establishing, Engaging, Influencing and Partnering.
“Many newcomers to industry analyst relations believe that analyst influence begins with the first briefing. But analyst influence depends on many more prerequisites than just turning up and saying your company is great — even when you have an hour to make the case. Experienced AR managers know that there are more precursors to influence but, in the hectic environment of day-to-day AR, even they easily forget that poorly planned or executed interactions can slow their progress toward a position of influence.
Consequently, AR managers at all levels must understand how the early life cycle of each analyst relationship affects the time required to reach this position — we call this period the time-to-influence (TTI) — and must actively reduce its duration for their influence program to be optimally effective.”
“Forrester uses the term time-to-influence to indicate the period between the first contact with each analyst and the first point that you begin to achieve lasting influence over them. For many AR programs, this period is infinitely long — they never get there. But savvy AR managers take charge and:
· Plan to minimize the time-to-influence. Recognize that the effectiveness of your earn-side AR program depends upon how soon you can influence the analysts who matter. Together with your analyst tiering scheme, assess your analysts, their current relationship phases, and their propensity for deeper yet productive relationships. As with tiering, use the results to drive analyst-specific interaction programs.”
· Set executive expectationsuses the term time-to-influence to indicate the period between the first contact with
each analyst and the first point that you begin to achieve lasting influence over them (see Figure
7).5 For many AR programs, this period is infinitely long — they never get there. But savvy AR
managers take charge and:
· Plan to minimize the time-to-influence. Recognize that the effectiveness of your earn-side
AR program depends upon how soon you can influence the analysts who matter. Together
with your analyst tiering scheme, assess your analysts, their current relationship phases, and
their propensity for deeper yet productive relationships.6 As with tiering, use the results to
drive analyst-specific interaction programs.
· Beware of flighty analysts. If you turn the head of an analyst very early in your relationship,
monitor whether your competitors are achieving the same results. If so, recognize this analyst
as an unreliable champion of your company in the marketplace. You’ll be more productive
if you focus your efforts on analysts whose loyalty, though harder to earn, generates lasting
value.
· Set executive expectati
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Tags: analyst groups, analyst relations, analysts, AR, Best Practices, Forrester, Influencer Relations, marketing, Nancy Shapira-Aronovic, Technology Marketing, יחסי ציבור קשרי אנליסטים
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March 21st, 2010
This post is from 2009 but reveals the future of PR which is the Social Media engine which may change and use different tools but will remain the catalyst for the new future of PR. http://mashable.com/2009/06/19/teaching-social-media/#
Paul Bradshaw, senior lecturer of online journalism and magazines at Birmingham City University, said the most basic tools that students should know how to use are Wordpress for blogging and site building, Twitter for live updates, Facebook for posting articles or videos, Delicious for bookmarking, Flickr for photos or videos, and YouTube for video. All of these can be used from the field with a smart phone or laptop.
The biggest problem is that once these students get out of school the game will have changed again. Probably the best tool they can be taught is how to track the evolution of PR and Social Media and be ready to learn something new on a regular basis.
However there is no doubt about the need to have these skills today and tomorrow.
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Tags: Facebook, FLickr, Public Relations, social media, Twitter, יחסי ציבור קשרי אנליסטים
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