A ‘twofer’ is when you get two things for the price, effort, or time of one – two-for-one. Another reason to connect with analysts: media coverage and awards. This week, one of our customers beat out Motorola and Sony to win an impressive marketing award. How did it happen?
On a couple occasions, we’ve had the pleasure of briefing Jeff Zabin, Research Fellow at Aberdeen Group; super nice guy and very knowledgeable! Jeff is always looking for vendors to provide real world examples of companies leveraging social media to enhance the customer experience and drive overall business growth. It’s the focus of his research.
Recently, we suggested Jeff talk with our customer, Kodak Gallery. As I’ve mentioned in previous posts, Kodak has had great success with the Idea Center, an online community that empowers members to exchange ideas on how to use Kodak products to create personalized gifts and other creative projects using their digital photos.
Before any research was published, Jeff wrote this article for CRM Buyer last month: “If You Build a Branded Online Community, Will Customer Come?” He included his findings and interviewed the Chief Business Officer, Jeffrey Hayzlett. Besides great details on the brand’s overall approach to online communities and ROI, it’s always powerful to see your customer quoted (a happy customer!):
“When it comes to storing, saving and preserving memories, people look to Kodak. They think of us immediately. The key for us is to extend that trust to a whole new generation. Online communities like the Idea Center help us do that,” says Jeffrey Hayzlett, Kodak’s Chief Business Officer. And our technology solution played a big part.
Again, reporters and editors will often times seek analysts to provide insight on the market. So isn’t it nice when an analyst includes your customer in their story? And, even better when they get an award!
Recently, Aberdeen Group recognized five organizations for their marketing excellence with an Aberdeen Industry Achievement Award at the second annual Chief Marketing Officer (CMO) Summit. Kodak won for “Excellence in Building Online Communities.” Not bad, eh?
Besides research, media coverage and awards are likely by-products of improving analyst relations. Connect with the right analyst and you might get a twofer!
Analyst relations (AR) are important for vendors of high tech products and services, like Neighborhood America. Analysts cover our space – review the good, the bad and the ugly—and release industry reports about their findings, which can play a pivotal role in our customers’ buying decisions. Not to mention, reporters and editors depend on them to provide insight about the market.
In the last couple months, my job as Corporate Communications Manager has evolved to promote brand awareness among key analysts. I coordinate routine briefings between our executives and the analysts to keep them up-to-date on our offerings, with the hopes of being included in their research.
A couple weeks ago, we connected with Caroline Dangson, IDC Research Analyst. Come to find out, she’s working on a report about online community software, a natural fit for us.
So our VP of Sales & Marketing Tom Edwards (aka The Black Fin) jumped on a call with Caroline to provide her an overview of our company, our differentiators and to help flush out some of her thoughts regarding the space. Tom’s been around. He came to us from Telligent, a competitor, because he believed in our vision. All in all, he had a nice chat with Caroline.
This week, IDC announced its latest research by Caroline: “U.S. Online Community Software 2009-2013 Forecast: Strong Growth Despite Recession – Corporate Culture Remains Inhibitor.” The September 2009 study highlights Neighborhood America for addressing an emerging business need — facilitating a social marketplace– to support a nearly 50 percent annual growth rate in the market.
According to Tom, “While consumer engagement through social media has proven itself as a viable business model to deliver value in multiple ways – driving revenues, productivity and innovation – organizations are now preparing to take the next step to drive commerce between enterprises, where the average deal size can reach millions.”
Caroline’s study brings attention to this next era of enterprise social networks, and includes us among the vendors that are differentiating their offerings based on what businesses need. That’s really important for us.
So if you identify an opportunity to connect with an analyst in your space, don’t waste your time analyzing what to do, make it happen. Connect and your customers will connect with you.
Having been on the other side, interviewing a wide range of people from officials and corporate executives to regular citizens, I can quickly determine whether someone will be a good spokesperson. But it doesn’t take a journalism degree to be able to figure out if a person will make your company shine. In fact, you can pretty much tell within the first couple of seconds.
Dan Miller, executive vice president of Business Strategy at Neighborhood America, is a great example. He’s one of those guys I know I can depend on for a killer sound bite or a solid presentation.
He can deliver at a presentation for the AlwaysOn Global 250 CEO Showcase in front of a large audience, and just as well during a sit-down interview for the SIIA NetGain.
Dan possesses the three P’s you should look for before picking and promoting a company spokesperson: Personality, Perceptiveness, and Punch.
Personality
Apple CEO Steve Jobs is a well-known representative of the first P: personality (aka passion). The guy can be on stage with an iPhone in hand and be simply captivating.
The thing is he isn’t only passionate about Apple, but he also EXPRESSES his passion. You can have the smartest, most talented person speaking at a conference about what they love, but if they don’t show enthusiasm… smile with their eyes, vary their tone, and express what they’re feeling inside, then blah, nothing, nada, BORING!
Most extraverts can do this effortlessly. Others need to work at it a little, to the extent that they should consider the interview or speaking event like they’re putting on a show. Not acting fake, but turning ‘it’ on! Either way, a good spokesperson should be interesting to watch and listen to, a perfect segue into the next P: perceptiveness.
Perceptiveness
Understand how to speak to a particular audience, or tailor your message. For example, if they’re not tech-savvy, don’t be throwing around crazy-sounding acronyms or Web 2.0 this, 3.0 that talk.
Have the insight to gauge what level of understanding they’re at, and don’t be afraid to go down to their level if you have to. It doesn’t make you sound stupid. Worse is having your message go way over their heads. That’s when they stop listening.
Do some research prior to the event to determine who’s the audience, whether a CMO or CTO, and spend some time thinking like them. What would they want to hear about? How do they want to be spoken to? Be sensitive to their needs.
Punch
Punch certain talking points to really get your message across. Like Emeril Lagassee says, “Bam!” It catches your attention, doesn’t it? Get’s you excited… and we’re talking about food here.
Common sense, but I can’t tell you how many times I’ve heard someone talking and there’s no memorable quote, interesting tidbit that catches my attention. You want to be memorable. Often times that involves crafting metaphors, stories, and sound bites that are unique. This goes beyond having an enthusiast personality. It’s having the ability to connect with the audience; make they laugh, make them cry, make them want to be your best friend.
As a communications professional, you should be looking for a company spokesperson with the three P’s. If they don’t possess these qualities, coach them, or seek someone that is able to. A spokesperson can leave a lasting impression of your company, good or bad.
Kathy Saenz
Corporate Communications Manager
Neighborhood America
I’m a former TV news journalist turned marketer for an award-winning social software technology company. My job entails telling compelling stories about the company’s customers, technologies, and accomplishments through a variety of communications formats, but my expertise lies in producing corporate videos.
Recently, we suggested Jeff talk with our customer, Kodak Gallery. As I’ve mentioned in previous posts, Kodak has had great success with the Idea Center, an online community that empowers members to exchange ideas on how to use Kodak products to create personalized gifts and other creative projects using their digital photos.
