Excited that SocialCRM is taking place not only in London on May 6th (which I considered attending and speaking at) but New York on July 12th, 2011 which I definitively plan to attend (and hopefully speak at) – also, as my book will be published on August 19th, I would definitely promote Social Media Analytics there.
As Luke Brynley-Jones points out in OurSocialTimes in a post on Why Europe is falling behind the US on Social CRM adoption it largely comes down to hype (hyped potential sales?). According to Luke:
SCRM doesn’t yet have clear and obvious focus – it covers a range of services between one-to-one contact management (e.g. LinkedIn,Nimble, ConnectedHQ), customer engagement (e.g. Lithium, Jive), data monitoring and capture (e.g. Radian6, Brandwatch, Synthesio), sales process management (e.g. Salesforce) and any number of niche services in between. Adopting any of these services across a large organisation seems to be complicated by gaps in what’s provided – no service does everything – the hangover of integrating with legacy systems, the fear of investing in new technology and a skills gap in understanding how to engage via social media.
While writing Social Media Analytics (which you can preorder on Amazon now) I found vendors (such as Brandtology) and waiting for organizations to have dominant platforms to interact or build into and presently, there aren’t any for SocialCRM.
On a somewhat related note, Brian Solis joined the Altimeter Group last week, which certainly is a good fit for Altimeter though I would think Brian has enough Klout to run his own consultancy group – then again, who knows, maybe there were other reasons; and then, just a few days before Altimeter posted 3 new analyst positions. Probably a whole chapter could be written on consultancies like Forrester and Jupiter Research losing analysts to newer consultancies like Altimeter and Web Analytics Demystified. I wonder if it’s a matter of Analysts (who I identify with) wanting a “better deal”, seeing the real value of what they produce powering an organization, but not getting the credit or compensation for it. Or is it the older consultancies just have fallen behind – they have great sales organizations, but might have become too conservative to do really innovative research …. I don’t know and I’m just guessing.
Gary Angel has a great post about the Omniture Summit he just attended last week including some interesting observations about the publishing focus of this year’s conference. Gary said..
That’s certainly not an issue if you’re in that vertical, but for Retail, B2B, Travel, Public Sector, and Health&Pharma, it might leave a bit of chill. One of Omniture’s traditional strengths has been its wide appeal across verticals and I hope that’s not at risk. I would have liked to have seen a bit more balance
And a further note about the SocialAnalytics platform that I wrote about in my last post. Gary says:
Omniture also showed an early(alpha) version of a Social Media Measurement tool with tight integration into SiteCatalyst. While that’s an appealing idea, I’m skeptical of Omniture’s prospects in this market. Integration of Social Media data with SiteCatalyst is attractive, but it’s not, in my opinion, a decisive advantage. This is a market with intense competition and products that are rapidly maturing and well ahead of what Omniture showed in terms of features and capabilities. Omniture hasn’t proven to me that they can develop product rapidly enough to compete with companies like Radian6 and they haven’t shown the ability to bring secondary products in the suite up to levels of integration that might justify the comparative loss of functionality. I’d be quite surprised if this product evolves rapidly enough to gain traction in an increasingly crowded and sophisticated marketplace.
Having just finished writing Social Media Analytics, I’d have to agree with Gary Angel in this – the Adobe Omniture offering is compelling – but when you consider everything else going on, a little too late in the market (when it’s finally released later this summer, so I’m told).
Also, while interviewing companies such as Brandwatch and Brandtology, neither as big as Adobe or for that matter, Radian6, it became clear to me that what a company may want to accomplish is one thing, what they can afford to do, in terms of development, then again, is something else. There simply may not be enough programming resources, along with the marketing resources to realize many of the innovations that are waiting to happen, that people want, that customers want. Not everyone is in a position to take full advantage and innovate as much as they might ideally want to due to budgetary or talent issues. It’s an interesting way of looking at it, something I had not considered before.
News that BackType, a Social Analytics platform that aggregates buzz around a specific posting, got more VC funding was also interesting; BackType has had a closed Beta for a while now, but it’s difficult to find out what is happening with it, perhaps with the new funding, they will release it formally.
And then, something from left field, the Dalai Lama says he’s retiring as the political leader of the exiled Tibetan government – I wonder what will happen to the lineage now? Truly interesting and unique times we live in.
With the Earthquake in Japan dominating news over the last few days, along with the nuclear reactor meltdowns in Japan, it’s clear that no matter how well anyone prepares for life, there are some things like a massive earthquake coupled with a massive tsunami one can never fully prepare for.