Lighthouse will launch a half-day “AR 2.0” seminar on September 17. “Using social media to build analyst rapport” will outline how web 2.0 technologies can help AR managers to develop their ongoing dialogue with influential analysts. The seminar will also strip away the “AR 2.0” hype (which suggests that AR 1.0 is obsolete), outline how to track blogs and show how to run a corporate AR blog.
While the unfiltered and hectic maze of blogs still has little influence on the purchasing of enterprise technology, the wide range of web 2.0 technologies allow AR professionals to track some analysts’ thoughts and conversations. That information can allow vendors to identify pressure points in analysts’ reasoning, and to improve the intelligence needed to individualise their discussions with top analysts.
However, many AR managers are failing to separate out influential analysts from others who use web 2.0 methods. AR professionals often struggle to understand how the balance the urgency, volume and time involved in influencing analysts who use 2.0. Other feel that they have no choice but to participate in social media discussions about their technologies.
This new course is a powerful tool for AR manager who want to use web 2.0 to help them focus on the ongoing process of developing key influencers. The course will be led by Duncan Chapple, who has spoken at discussions on 2.0 organised by the London PR & Branding network (pictured) and the Forrester AR Council.
The event will run from 11 am to 3 pm and will precede the next IIAR meeting, to be held in London later that afternoon, at which special analyst guests will discuss AR 2.0. To find out more, please email contact at lighthousear dot com.