Download - BPOS-Community Driven Marketing Gap Analysis
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ANALYSIS
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From: Jeremy Epstein To: Dharmesh Singh
From: Dharmesh Singh To: Jeremy Epstein
Working on analysis gap now…you’ll either love me or hate me when it’s done. No middle ground ;-)
Will love you - irrespective
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COMMUNICATION IS TWO-WAY, NOT ONE WAY
Compare and Contrast
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Practice What You Preach
Your Request for Partners:
Listen. Learn. Engage.
BUT:• NO evidence that you’re listening
to your partners
• NO obvious way for partners to engage with Microsoft
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You’re Not Utilizing Social Media
Your Request for Partners:
Use Social Media as a communication tool
BUT:• Partners can only
communicate with you via email or a 866 number
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The Video Should Start the Conversation, But It Doesn’t
Your Request for Partners:
Embed Syndication Video On Your Website
BUT Once On, Website User:• CAN’T share it
• CAN’T comment on it
• CAN’T vote on it
• CAN’T see what others are saying about it
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BUT Partner:
No “Social Proof” for The Value of the Content You Offer
Your Request for Partners:
Download and Utilize Best Practices
• CAN’T see if other partners “like” it
• CAN’T see how many people have downloaded it
• CAN’T see who has tweeted it/shared it
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Check this out!
NEED AN IGNITABLE
ENVIRONMENT
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Downloadable, Not Actionable
You have the content, but only offer is to download files.
PROBLEM:• Downloads are less likely to be shared
SOLUTION:• Learn from SlideShare and Scribd
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Both Offer Browser ViewingBoth Offer at least 8 Ways to Share
Wondering about BPOS Marketing? Check out this presentation by Never Stop Marketing!
Learn from SlideShare & Scribd
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Or If You Want to Embed - Just Copy the Code
Learn from SlideShare & Scribd
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IN CONTRAST…
The Syndication Video Process
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The Syndication Video Process
PROBLEM:Great! It’s customizable!
• Right idea, wrong execution
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Barriers To Sharing
1 Need a “Syndicator ID”
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Barriers To Sharing
2Have To Sign Up On Syndication Center
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Barriers To Sharing
3Have To Install Silverlight Yes, it’s a Microsoft product, but more people have Flash.
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Barriers To Sharing
4
Denied Access! You’re turning away advocates & potential partners – plus their networks.
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June 24th: Hosted services could cut 10-15% off routine server maintenance tasks (source)
DYNAMIC VS. STATICFrequency & Relevance Shows You Care … And You’re Paying Attention
June 23rd: The average mid-size company spends 50 hours and $5k a year just installing software (source) June 27th: 99.9% uptime (and financially
backed SLA) in hosted services (even I need to sleep!)…June 30th: Cloud services offer better options
with no increased spend (source)
July 1st : A 90 person company could save $10k in CapEx by moving to the cloud
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Get Fresh Marketing Ideas… Where?
Your Request to Partners:
Look to us for up-to-date marketing know-how.
BUT:• Perception of stale content
can affect usage
• This is found at the bottom of the page, so how important is it?
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How Long Have These Documents Been Here?
Date?
Date?
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Microsoft Exchange Server 2010
Released
Now heading into July. Anything new?
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AUTHENTIC STORIES GET TOLD AND RE-TOLD
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Again, Let’s Look at the Cloud Video
78 Seconds Long
Says, “Tools:”6 Times
Says, “Productivity:”6 Times
Tells Real-life Customer Stories:O
TOOLS TOOLS TOOLS TOOLS TOOLS TOOLS PRODUCTIVITY
PRODUCTIVITY PRODUCTIVITYPRODUCTIVITYPRODUCTIVITYPRODUCTIVITY
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In Contrast, Dave Casually Telling His Story
69 Seconds Long
Says, “Tools:”0 Times
Says, “Productivity:”0 Times
Tells Real-life Customer Stories: 1
Real-life customer story on how Online Services made things better!
http://bit.ly/cYwk7k
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If It Feels Fake, People are Less Likely to Share
“Think about a strategic option as being just a happy story about the future.”
http://bit.ly/d5efU3 HBR.org Article
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http://bit.ly/cYwk7k
Who would you rather do business with?
Which does a better job at telling the value of hosted services?
Now Ask Yourself…
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MAKE IT REMARKABLENo One Shares Boring Stuff With Their Friends
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Reviewing Microsoft Partner Assets
Partner ReactionTo This Page:“It is just bland.”
Partners reviewed assets against a number of criteria.
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Google Apps Campaign
Not Bland
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THE YEAR OF THE MOBILE… FINALLY
Mobile Audit
2010
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By the end of 2010
Over 5 Billion
Mobile Connected Devices
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Make Sure We’re Ready
RTG Website Viewed On iPad: Notice Blank Space
Sure it’s the competition, but the reality is 2 million are already in use.
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REASONS FOR OPTIMISM
New Website Starting to Do the Right Things
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What Did Partners Find Most Valuable?
Working with
Other Partners
MS Online Team
Newsletter
RTG Swag
BPOS Guides3 of 5 Partners Point to Content
Curation – A Key CDM Element
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STRATEGIC
Time to Look at the Big Picture
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1 Do You Really Want Partners?
2 partners signed up as “Customers.”
They were solicited directly by Microsoft.
No mention of partners.
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1 Do You Really Want Partners?
Partner Reaction:
“I had a call with Microsoft yesterday that slightly confirms that as well. I was told they have decided not to fund any partner proposed BPOS campaigns for FY11. I think they are moving towards selling this directly and will just use partners for the Azure cloud development opportunities.”
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24 competencies yet nothing focused on Online Services.
2 Is Online Services a Focus?
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Mixed messages.
3What’s Microsoft’s
Position and Commitment?
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Rumored delay of “Wave 14” provides opening for Google Apps.
Can we catch up?
Are We Experiencing Windows Mobile,
the Sequel?4
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THE CLOUDPARTNERS ARE SAYING, “IT’S YOURS TO LOSE.”
Partners want to win.
BUT:
Microsoft still has clout.
• Time to market is critical
• Need to be “remarkable”
• It’s a business sale, not a technical sale
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Now, let’s talk about
how to WIN!
Twitter: @jer979
Linkedin.com/in/jer979
www.neverstopmarketing.com