Archive for April, 2008

Forrester’s Marketing Conference Day 2: Understanding Your Customers Through Engagement



Designing For Engagement, Kerry Bodine, Principal Analyst, Forrester

Sitting in the front row from Forrester’s Marketing Forum 2008, the theme for today’s event with over 800 attendees being Marketing’s New Imperative For Success: Engagement

Voices from the Audience:

Live Streaming the Morning Keynotes:
Harley Manning (Setting the Stage) and Kerry Bodine (Engagement), 52 Minutes

MicroBlogging: Twitter
Members are using their laptops and mobile devices to interact with each other using Twitter, a form of Microblogging.  Some of them are tagging their posts (called "tweets") with the event tag, you can view them all here.

Select Tweets include:

  • MichelleBB : Working to get all FedEx Kinkos up to standards of brand. They welcome that feedback.  Only way they’ll get better.
  • MichelleBB :  Ouch!  Kerry just called out Harley’s fanny pack
  • melmcbride
    : Kerry Bodine’s talk about emotional connection is
    amazing. I want to blog it once the vid is available as an embed
  • Rumford :  @worleygirl you give away the appetizers and sometimes the dinner. people love the knowledge sharing and become loyal
  • nickhuhn :  forrester CEO George Colony re: his blogging: i can’t believe MSFT isn’t behind typepad or wordpress as bad as they are 😉

Below are select images, but to see all public photos peruse this flickr tag ForrMarketing08,also see Jeremy Pepper’s set, and Forrester Research’s set.   Select photos, including those from Jeremy Pepper:


Cross posted on the Forrester Marketing blog

Forrester Marketing Conference Day 1: Understanding Your Customers Through Engagement



(Above Photo by Jeremy Pepper)

Jeremiah Owyang:  Sitting in the front row from Forrester’s Marketing Forum 2008, the theme for today’s event with over 800 attendees being Marketing’s New Imperative For Success: Engagement

Voices from the Audience:

Live Streaming the Morning Keynotes:
Harley Manning (Setting the Stage) and Brian Haven (Engagement), 54 Minutes

Speaking of Engagement… As we live streamed from the front row, we responded to questions from the Ustream chat room.  One virtual attendee from UK (named Haydens30), asked a question on Engagement, which was then asked by Josh Bernoff at the live event and answered by Brian Haven.  There were hundreds that watched live, and over 70 were in the chat room, you can watch the keynotes in the player below:

MicroBlogging: Twitter
Members are using their laptops and mobile devices to interact with each other using Twitter, a form of Microblogging.  Some of them are tagging their posts (called "tweets") with the event tag, you can view them all here.

Select Tweets include:

  • adamcohen : next speaker: Emmanuel Brown of Nike Jordan brand – he’s wearing Air Jordans, love it
  • adamcohen :  Engagement is the4 i’s:  level of involvement, interaction, intimacy and influence over time #forrmarketing0
  • Jeremy Pepper
    Engagement is close to becoming just a buzz word bc of overuse.
  • Robert Scoble
    @jowyang ‘s CEO called him into the office. Now if he were REALLY hip
    he would have sent a Twitter message. 🙂  (George reads this blog, so
    he’ll see this)
  • Alex Nesbitt
    @jowyang – why such an anti-social conference? You guys needs a way for
    people to ask unfiltered questions or text in questions. (my respone)

Below are a few pics I’ve taken, but to see all public photos peruse this flickr tag ForrMarketing08,also see Jeremy Pepper’s set,

Eating Our Own Dog Food
At Forrester, we preach to our clients to follow the POST Methodology, here at the forum, we’ve set up roles, processes, and have identified the key objectives we want to achieve by using social media at our forum, have a written plan with success metrics, and will report back to our stakeholders how the event went –both good and bad.  In the spirit of transparency, here’s some of what the plan that was shared among the internal team: Energizing, rather than create most of the content, we encourage our attendees to publish, we’ll link to it from this blog post.  Supporting: We encourage attendees to join our Facebook page and network with each other.  Embracing: We’re using this feedback from attendees to learn how to improve our future events.

Select photos (some from Jeremy Pepper)


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Cross posted on Forrester Marketing Blog

Four Questions for Shel Israel


Shel’s been getting a lot of press lately, some warranted some not, but for sure, a lot of attention. I’m less interested in the drama, but more focused on the impacts of these tools to marketing (that’s my day job) and have some questions for him about the purpose of his Global Neighborhoods mission, quite a few of the folks he interviews are companies I also cover, are my clients, or could be.

Jeremiah: As a new video blogger, you’ve had a rough start, the interview you did with me received some criticism, and equal praise for those who focused on the content. What is the biggest learning from this mixup?

Probably to leave my owl out of the picture.

More seriously, there were three connected lessons:

(1) Don’t even try to become a great video expert. There are plenty of experts, who have training, knowledge and passion for the AV portion of this. When a sponsor comes in, that problem will be promptly solved. That being said, I’ll continue to improve. It’s two months since you became my first interview. I’m a lot better now, although I’m no pro in this area.

(2) Focus on what I do best. I have a pretty good track record as an interviewer. One of my favorite comments–I’m not sure who placed it or where–was a guy who said that when he stopped looking at the video, and just listened, he thought it was quite good. I think this problem also goes away once we get sponsorship. In fact, you were my first interview and I appeared unfocused because I was worried about the camera frame when I should have just listened to you. I also should have cut you off a couple of times. You did go on pretty long now and then.

(3) Make clear who the show is intended for. I think there’s a perception that this show is for people already immersed in social media. Robert and I had a similar problem with bloggers when we wrote Naked Conversations. They thought the book was supposed to be for them, rather than just ABOUT them. Naked Conversations was intended to evangelize blogging to those who didn’t yet know about it. GNTV is intended for professionals who are still struggling over how to use social media in their organizations. They may have never visited Twitter; know nothing about Seesmic or Qik. There are a great number of these people all over the world and this show is intended for them.

Why Global Neighborhoods TV? (GNTV)? Why this show? What’s the story you’re trying to tell?

This show has been my dream for a long time, long before Robert got the chance to start a global tv network for business innovators at FC. I’m primarily a writer and for a very long time have been aware that the best I could ever do is to tell you ABOUT what a person or an event was like. A video camera lets you actually SHOW viewers what you see.

I became aware of the potential when I was writing a book with Robert. For his day job, he was walking around Microsoft with a camera on his shoulder, just talking to people. The result was that he played a role in perceptions of Microsoft improving, of the “Borg” becoming human. I could have written a million words, but they it would not have changed opinions as effectively as a few minutes of handheld video by Robert.

GNTV grew out of a project I’ve been doing since last June on my text blog, with the lengthy title of the SAP Global Survey on Social Media Culture and Business. [ . [Go to the “SAP Reports” category to see them]. So far, I’ve interviewed 71 people in 32 countries, on six continents. They have ranged from Michael Dell, Founder CEO of Dell Computer, to Wael Abbas who posts videos about Egyptian police brutality and posts them on YouTube despite the fact Egypt has incarcerated a fellow blogger to Ethan Bodnar, a Connecticut High School student who said he’s never work for an employer who did not trust him enough to talk about his job on a blog.

The concept was to take this and move it into video, where people could see these diverse believers in social media for themselves. That vision holds firm. In the initial phase, I’m focusing more on business people and service providers who have broken ground for social media in business. It will also be more US based until we get going. My next clip will be an interview with Bob Lutz, vice chairman of GM. Then, I’ll probably post my interview with Biz Stone and the Twitter guys. After that, we’ll probably post a clip I just did on Disney Interactive, mostly on Club Penguin and how it’s bringing the next generation into social networking at such an early age.

Again, GNTV is a program FOR people still struggling with social media, primarily in business, but also in their lives and cultures. It is ABOUT pioneers and smart movers.

Jeremiah: What is the biggest finding from the many interviews you’ve done on the SAP Global Survey, what’s the one trend you’re finding?

That’s easy. in every country, youth is driving social media adoption. That means that when the Club Penguin generation comes into the marketplace, most traditional marketing simply won’t work. So companies really need to start understand what SM tools work for them.

Jeremiah: What can we expect from you and GNTV going forward?

better cameraman.

Jeremiah: Thanks Shel, I look forward to hearing what nuggets come out of these interviews with folks embracing social media in companies and cultures around the world.

Survey: Your Feedback Wanted for the Web Strategy Blog


A few weeks ago, I asked you all if you’d be interested in providing me feedback about this blog, there was a resounding yes.

Since then, I’ve been fortunate to engage the Forrester data team (Jennifer Joseph and Cynthia P) who worked with me to create a survey for not just my blog, but a few of the other Forrester blogs.

I’d like your honest feedback in this survey, it’s going to take a few minutes of your time, but in return, I’ll publish the results here on this blog, so you can learn about the other readers –and eventually connect with them through the comments.

Feedback Wanted Please take the Web Strategy Survey

Update: The survey is now closed, and the results are now live

Also, the feedback I hear, will greatly confirm some of my suspicions of what I’m doing right, and what I need to improve on, I believe in having an open feedback loop. Of course, as the blogger, I’ll also be factoring in my own gut instincts on what I need to do going forward, there’s a balance to be maintained.

Where to get the Live Updates from the Forrester Marketing Conference


Forrester has asked me to be on point for the social media efforts during tomorrow’s Marketing conference in L.A. (over 800 senior marketers are attending) we’re still in the evaluation process for hiring the community manager, so I’m just filling in.

So, starting tomorrow, I’ll be blogging at the Marketing Blog, and will be using the Forrester Twitter account.

Quite a few bloggers are attending, such as Jeremy Pepper, Rodney Rumford, Jennifer Jones (podcaster), and others. On the Forrester Marketing blog, I’ll link to all those that are doing live blogging of the sessions.

If I can get my gear to work correctly, Ill be live streaming the keynotes, I’ll announce it from the Forrester Twitter account.

Here’s the last event I went to, Day 1, and Day 2.

My Essential Twitter Tools


Find me at jowyang on Twitter

Many conversations are shifting to Twitter, this post proves it (network with others, by adding those in the comments). Twitter is extensible, and many third-party developers are creating tools around the simple data being exported for a variety of unique applications.

If you’re using Twitter for personal, corporate use, or to manage the brand of a client, you’ll need the right tools to find and engage the discussions.

Here are the tools that I’m using to improve my Twitter experience, note that all of these are using my profile, but you can change to fit your needs.

1) Client: Although I mainly use the browser to see what’s going on (I click on profiles to see what people have said) Twhirl is the most popular client, using adobe air technology. Leave this on your desktop, instead of going to browser, also these clients may be more accurate in seeing who’s replying to you, unlike the browser version.

2) Search: Use Tweetscan (Update: I now use Summize as it can track conversations) to see who’s talking about you, your brand, or a topic you’re interested in. For example, I may not just search on “jowyang” but also on “owyang” as some don’t use the full name.

3) Conversations: Quotably is the top ‘conversation’ tracker, it threads together the discussions that members are having by looking at the replies, interesting to see how conversations spiral into different threads.

4) Aggregation: Friendfeed puts all of our RSS content onto one page, making it easy to see from one glance (rather than going to different properties) and you can even reply from friendfeed to different tools. It’s smarter to organize around people, rather than tools.

5) Tagging Content: For advanced users, you can start to use the hashag “#” to add metadata around any tweet, this becomes more important as we rate and tag content. Here’s a helpful primer. I’m not making much use of this feature –yet.

6) Location Based:
If you live in a particular area, and want to parse out a specific location, this Twitterlocal filter finds tweets based upon a users profile location. If you’ve a local business, this could become useful.

7) Alerts:
(update) Often, people will blog about the conversations that happen in twitter, the conversation shifts back to blogs. As a result, I setup Google Alerts for the phrase @jowyang, I see it appear 3-5 times a week on blogs. Thanks Andrew for the reminder in the comments.

I should add that I check to see who is replying to me from my mobile phone, and sometimes update from mobile phone.

Out of the 6, now 7 tools I listed above, which ones do you use, or are there others you recommend?