Monday, 29 March 2010

Socially irresponsible!

Three years ago I saw Jeremiah Owyang and Ben McConnell speak about new tools becoming available and how the new fangled ‘social media’ and ‘citizen marketers’ were going to change customer advocacy. Forever.

They each spoke of a connected world where genuine peer opinion was still equally or more valid and influential than carefully-crafted PR, the difference was that this online opinion would shout louder and have more impact than any marketing we were currently doing.
This stuff would change what we do and how we thought about customer advocates. A seminal moment.

For me this was the first time I’d truly seen the connection between the ethereal world of the web and the day-to-day existence of the customer reference professional. Not everyone agreed and some did not want to agree as they could see the impact.

Three years later...I am annoyed about how things are working out. I'm optimistic too, even wondering if we should even consider giving marketing money away to another part of the the organisation...you can read it here

Wednesday, 24 March 2010

The Oracle case study test

At least this is how I remember it (I told someone today that it was Adobe, sorry I now stand corrected).

During a presentation at the Customer Reference Forum in March this statement was so good it's been at the back of my mind ever since.

It went something like:

“When you are deciding whether to publish a case study, if you remove your company and product names, insert those of your competitors and the case study still makes sense then you have not highlighted what makes your company or products different.”

Food for thought.

Tuesday, 9 March 2010

Doing the big stuff in a 'need it now' world

How do you find time to concentrate on the important as opposed the immediate?

Allocating time for thought and creativity is something that does not easily fit a standard business plan or weekly agenda when there is always going to be more 'need it now' than you can manage.

This year is a case in point: it's March already, how did that happen? A lot achieved (interesting client work, a research project, team growth, new clients, masses of planning and our 2010 Customer Reference Forum involvement) yet five or six of around ten important long-term development projects are waiting for action.

I'm sure it's the same for you, the issue is that some of these projects are the self-created 'what-if's that no-one is going to chase yet these are the ones with the capacity to change everything.

There is a lot of 'need it now' that is not real; sometimes deadlines are ridiculous due to poor planning, other times we put pressure on ourselves by over promising and sometimes the 'need it now' is simply not real.

I'm making rest of March about the big stuff, the long-term, the potential game-changers. They may be sitting on the 'hard pile' but these projects are the art and the fun as well as long-term business and career critical.

Do you have some 'big stuff' ideas and projects just like this? We need to get into the routine of allocating big-stuff time in a 'need it now' world.