BPOS-Community Driven Marketing Gap Analysis
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ANALYSIS
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Final presentation to the sponsors of the BPOS-Community Driven Marketing Pilot
Transcript of BPOS-Community Driven Marketing Gap Analysis
ANALYSIS
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
COMMUNICATION IS TWO-WAY, NOT ONE WAY
Compare and Contrast
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
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
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
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
Check this out!
NEED AN IGNITABLE
ENVIRONMENT
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
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
Or If You Want to Embed - Just Copy the Code
Learn from SlideShare & Scribd
IN CONTRAST…
The Syndication Video Process
The Syndication Video Process
PROBLEM:Great! It’s customizable!
• Right idea, wrong execution
Barriers To Sharing
1 Need a “Syndicator ID”
Barriers To Sharing
2Have To Sign Up On Syndication Center
Barriers To Sharing
3Have To Install Silverlight Yes, it’s a Microsoft product, but more people have Flash.
Barriers To Sharing
4
Denied Access! You’re turning away advocates & potential partners – plus their networks.
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
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?
How Long Have These Documents Been Here?
Date?
Date?
Microsoft Exchange Server 2010
Released
Now heading into July. Anything new?
AUTHENTIC STORIES GET TOLD AND RE-TOLD
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
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
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
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…
MAKE IT REMARKABLENo One Shares Boring Stuff With Their Friends
Reviewing Microsoft Partner Assets
Partner ReactionTo This Page:“It is just bland.”
Partners reviewed assets against a number of criteria.
Google Apps Campaign
Not Bland
THE YEAR OF THE MOBILE… FINALLY
Mobile Audit
2010
By the end of 2010
Over 5 Billion
Mobile Connected Devices
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.
REASONS FOR OPTIMISM
New Website Starting to Do the Right Things
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
STRATEGIC
Time to Look at the Big Picture
1 Do You Really Want Partners?
2 partners signed up as “Customers.”
They were solicited directly by Microsoft.
No mention of partners.
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.”
24 competencies yet nothing focused on Online Services.
2 Is Online Services a Focus?
Mixed messages.
3What’s Microsoft’s
Position and Commitment?
Rumored delay of “Wave 14” provides opening for Google Apps.
Can we catch up?
Are We Experiencing Windows Mobile,
the Sequel?4
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
Now, let’s talk about
how to WIN!
Twitter: @jer979
Linkedin.com/in/jer979
www.neverstopmarketing.com
