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.
Ok maybe he isn’t Hannah Montana, but you could say our co-founder and CEO Kim Patrick Kobza lives a double life – running Neighborhood America by day and sharing his expertise on Web 2.0 technology by night.
Kim is often invited to speak on discussion panels around the country. These types of speaking engagements offer a unique opportunity to promote your executives as thought leaders and your company as a leading provider of [insert specialty here]. For us, it’s all about social media.
Next week, Kim jets to Washington, D.C. to join the panel, titled: “Rockstars of Gov 2.0 Innovate Federal Acquisition,” part of the Industry Advisory Council (IAC) Executive Sessions. Gov 2.0 is a movement to provide more effective processes for government through Web 2.0 tools like wikis, social networking sites, blogs and RSS feeds. President Barack Obama, whose presidential campaign was heavily influenced by Web 2.0 technology, is calling for the utilization of these tools across all federal departments and agencies.
Kim will speak to how Web 2.0 technology can improve efficiencies in the procurement process, how deploying a secure online community where federal agencies can collaborate and drive innovation can significantly reduce costs and accelerate this process. He’ll explain how social software with enterprise architectures can support this level of connectedness, without sacrificing security compliance.
He knows what he’s talking about — nearly a decade of experience helping government effectively employ Web 2.0 technology. And that shouldn’t be kept a secret.
Customarily, we would write and distribute a news release announcing his involvement to generate attendance. But since this event is not open to the public, the focus is more about associating him and our company with this hot topic, with the intent of getting on our prospects’ radars.
Either way, putting out a news release about any speaking engagement regarding your company creates fresh content to support SEO and your web presence, not to mention brand awareness. Blog about it (like I am right now), share a link on Twitter, post it to Facebook or LinkedIn. With social media, you are expanding your reach effectively and efficiently. In no time, making your company or CEO the rock star of your industry!
Sounds like a listing of the most popular baby names for 2009, but it’s not. These are the names of industry awards in advertising, video and film, TV, and marketing.
Just add a ‘y’ or ‘ie’ to a couple letters and BAM it’s an award. But in our industry the Effie Awards are special because it honors the one truly significant achievement in marketing: results.
So how excited were we to find out that one of our customers, Kodak, won a 2009 Effie for The Idea Center, developed with Neighborhood America’s technology in partnership with their agency Ogilvy & Mather. The Idea Center is 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. It’s our social software in action!
Kodak Gallery banked on the idea consumers would be more likely to buy a coffee mug with a picture of their dog or a photo book for mom on Mother’s Day, if other consumers suggested these cool gift ideas. It’s one thing for Kodak to push these products but another when it’s a peer, a fellow digital photo junkie, or a Martha Stewart-type that has come up with a creative idea. And boy was Kodak right!
On average 10%, and as high as 25%, of visitors to The Idea Center buy products, compared to the rest of the site. Not to mention, their average order size is 50% larger. How’s that for results?
Check out the other finalists sharing the stage with Kodak Gallery.
For all the naysayers that refuse to believe social media can deliver real metrics and refuse to see the business case… the Effie’s showcase industry trailblazers like Kodak Gallery.
If you’re a Will Ferrell fan or just love to laugh, you HAVE to watch the movie Step Brothers. It’s hilarious! One of my favorite scenes is when the new stepbrothers (Will Ferrell and John C. Reilly) finally put the bickering and rivalry aside and start to get along (even funnier since they’re 40-year-old grown men living at home!).
John: Did we just become best friends?
Will: Yup.
John: Do you wanna go do karate in the garage?
Will: Yup.
Makes me think of our new relationship with Microsoft, what brought us together, and what’s the story that needs to be told.
Consider two software companies like ours. Rivals, right? Well, that’s not the case here. Microsoft’s play is desktop support, while we excel at SaaS and online environments, hence an amazing opportunity to work together.
Fittingly, in light of Easter weekend, what comes to my mind are elements of the biblical story David and Goliath (minus any stones thrown!) — the software giant and the ‘little guy’ with its sharp focus.
In our story, we’re not trying to bring down the giant, we’re trying to build him up. Microsoft relies on our product to help them connect online with their network of public sector partners and customers.
What will surely be powerful: their potential endorsement, or customer testimonial, based on a successful venture, attached to the prestigious Microsoft name. Who wouldn’t want these guys in their corner?
So did we just become best friends? Heck yeah! (Minus the sibling rivalry!)
In the coming months we’ll be working with their team to actually bring this story to life in a compelling video. I’ll share with you the thinking that goes into such a video production and what you can do to showcase your own customers.
Bogus news is an April Fools’ tradition. And every year, many of us still fall for the joke.
Take me for instance. You would have thought “Gullible” was my middle name this morning driving to work, listening to the radio D.J. rattle off the top, local headlines.
“FGCU installs wet bars in all of their dorm rooms today.” What?! Awesome! But why would the university do that? That encourages drinking. Isn’t that illegal?
“A five-year-old boy swims to Cuba.” Really! Wow, I can’t even swim a quarter-mile. Why would he choose Cuba to swim to?
And moments later, I hear, “Ha… April Fools!” Ugh!!
So I thought it was ironic that on a day when rumors and bogus news run amuck, our company and new partner Microsoft announce HUGE news!!A project the companies have been working on for nearly a year, and today, the announcement comes to fruition.
In a nutshell, Microsoft launched an online community, Public Sector Idea Bank, developed with Neighborhood America. The Idea Bank features several solutions Microsoft announced today and serves as a central collaboration vehicle for Microsoft, its partners and public sector customers to interact, discover new solutions and share ideas for new tool development.
This is HUGE because it’s a living example of what a company… any company, or government entity, can do to capture those amazing ideas that can revolutionize a business… an industry… a nation. And of course, the Idea Bank utilizes our newest product REVEAL (which we also announced today) to make it happen. That’s no joke!!
In the job that I do for Neighborhood America, what selfishly comes to mind is: How does this help strength our story?
Like the Oasis song (okay, dating myself here, but great 90’s song!)… What’s the story morning glory?
Some story elements are obvious… it’s MICROSOFT for Pete’s sake, but I would love to know how you would tell this story. What elements would you highlight? How do you envision the story between a software giant and… now, now I’m stopping there… I’ll continue sharing my thoughts in my next post.
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.
Fittingly, in light of Easter weekend, what comes to my mind are elements of the biblical story 
Bogus news is an April Fools’ tradition. And every year, many of us still fall for the joke.
