Analysis<br />
From: Jeremy Epstein <br />To:Dharmesh Singh<br /> <br />Working on analysis gap now…you’ll either love me or hate me when...
Communication is two-way, not one way<br />Compare and Contrast<br />
Your Request for Partners:<br />Listen. Learn. Engage.<br />BUT:<br /><ul><li>NO evidence that you’re listening to your pa...
NO obvious way for partners to engage with Microsoft</li></ul>Practice What You Preach<br />
BUT:<br />Your Request for Partners:<br />Use Social Media as a communication tool<br /><ul><li>Partners can only communic...
Your Request for Partners:<br />Embed Syndication Video On Your Website<br />BUT Once On, Website User:<br /><ul><li>Can’t...
Can’t comment on it
Can’t vote on it
Can’t see what others are saying about it</li></ul>The Video Should Start the Conversation, But It Doesn’t<br />
BUT Partner:<br />Your Request for Partners:<br />Download and Utilize Best Practices<br /><ul><li>CAN’T see if other part...
Can’t see how many people have downloaded it
Can’t see who has tweeted it/shared it </li></ul>No “Social Proof” for The Value of the Content You Offer<br />
Check this out!<br />Need an Ignitable environment<br />
You have the content, but only offer is to download files.<br />PROBLEM:<br /><ul><li>Downloads are less likely to be shar...
Wondering about BPOS Marketing? Check out this presentation by Never Stop Marketing!<br />Both Offer at least 8 Ways to Sh...
Or If You Want to Embed - Just Copy the Code <br />Learn from SlideShare & Scribd<br />
The Syndication Video Process<br />In Contrast…<br />
PROBLEM:<br />Great! It’s customizable! <br /><ul><li>Right idea, wrong execution</li></ul>The Syndication Video Process<b...
1<br />Need a “Syndicator ID”<br />Barriers To Sharing<br />
2<br />Have To Sign Up On Syndication Center<br />Barriers To Sharing<br />
Have To Install SilverlightYes, it’s a Microsoft product, but more people have Flash. <br />3<br />Barriers To Sharing<br />
Denied Access! You’re turning away advocates & potential partners – plus their networks.<br />4<br />Barriers To Sharing<b...
June 30th: Cloud services offer better options with no increased spend (source)<br />July 1st : A 90 person company could ...
Your Request to Partners:<br />Look to us for up-to-date marketing know-how.<br />BUT:<br /><ul><li>Perception of stale co...
This is found at the bottom of the page, so how important is it?</li></ul>Get Fresh Marketing Ideas… Where? <br />
Date?<br />Date?<br />How Long Have These Documents Been Here?<br />
Released<br />Now heading into July. Anything new?<br />Microsoft Exchange Server 2010<br />
Authentic Stories Get Told and re-told<br />
Tools TooLsToOls Tools Tools Tools<br />78 Seconds Long<br />Productivity<br />Productivity <br />Productivity<br />Produc...
Real-life customer story on how Online Services made things better!<br />69 Seconds Long<br />Says, “Tools:”<br />0 Times<...
HBR.org Article<br />http://bit.ly/d5efU3<br />“Think about a strategic option as being just a happy story about the futur...
http://bit.ly/cYwk7k<br />Who would you rather do business with?<br />Which does a better job at telling the value of host...
Make It Remarkable<br />No One Shares Boring Stuff With Their Friends<br />
Partners reviewed assets against a number of criteria.<br />Partner ReactionTo This Page:<br />“It is just bland.”<br />Re...
Not Bland<br />Google Apps Campaign<br />
The year of the mobile… Finally<br />2010<br />Mobile Audit<br />
Over 5 Billion <br />Mobile Connected Devices<br />By the end of 2010<br />
RTG Website Viewed On iPad: Notice Blank Space<br />Sure it’s the competition, but the reality is 2 million are already in...
New Website Starting to Do the Right Things<br />Reasons for Optimism<br />
Working with Other Partners<br />MS Online Team<br />Newsletter<br />RTG Swag<br />BPOS Guides<br />3 of 5 Partners Point ...
Time to Look at the Big Picture<br />STRATEGIC<br />
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BPOS-Community Driven Marketing Gap Analysis

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Final presentation to the sponsors of the BPOS-Community Driven Marketing Pilot

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BPOS-Community Driven Marketing Gap Analysis

  1. 1. Analysis<br />
  2. 2. From: Jeremy Epstein <br />To:Dharmesh Singh<br /> <br />Working on analysis gap now…you’ll either love me or hate me when it’s done. No middle ground ;-)<br />From:Dharmesh Singh <br />To:Jeremy Epstein <br />Will love you - irrespective<br />
  3. 3. Communication is two-way, not one way<br />Compare and Contrast<br />
  4. 4. Your Request for Partners:<br />Listen. Learn. Engage.<br />BUT:<br /><ul><li>NO evidence that you’re listening to your partners
  5. 5. NO obvious way for partners to engage with Microsoft</li></ul>Practice What You Preach<br />
  6. 6. BUT:<br />Your Request for Partners:<br />Use Social Media as a communication tool<br /><ul><li>Partners can only communicate with you via email or a 866 number</li></ul>You’re Not Utilizing Social Media<br />
  7. 7. Your Request for Partners:<br />Embed Syndication Video On Your Website<br />BUT Once On, Website User:<br /><ul><li>Can’t share it
  8. 8. Can’t comment on it
  9. 9. Can’t vote on it
  10. 10. Can’t see what others are saying about it</li></ul>The Video Should Start the Conversation, But It Doesn’t<br />
  11. 11. BUT Partner:<br />Your Request for Partners:<br />Download and Utilize Best Practices<br /><ul><li>CAN’T see if other partners “like” it
  12. 12. Can’t see how many people have downloaded it
  13. 13. Can’t see who has tweeted it/shared it </li></ul>No “Social Proof” for The Value of the Content You Offer<br />
  14. 14. Check this out!<br />Need an Ignitable environment<br />
  15. 15. You have the content, but only offer is to download files.<br />PROBLEM:<br /><ul><li>Downloads are less likely to be shared</li></ul>SOLUTION:<br /><ul><li>Learn from SlideShare and Scribd</li></ul>Downloadable, Not Actionable<br />
  16. 16. Wondering about BPOS Marketing? Check out this presentation by Never Stop Marketing!<br />Both Offer at least 8 Ways to Share<br />Both Offer Browser Viewing<br />Learn from SlideShare & Scribd<br />
  17. 17. Or If You Want to Embed - Just Copy the Code <br />Learn from SlideShare & Scribd<br />
  18. 18. The Syndication Video Process<br />In Contrast…<br />
  19. 19. PROBLEM:<br />Great! It’s customizable! <br /><ul><li>Right idea, wrong execution</li></ul>The Syndication Video Process<br />
  20. 20. 1<br />Need a “Syndicator ID”<br />Barriers To Sharing<br />
  21. 21. 2<br />Have To Sign Up On Syndication Center<br />Barriers To Sharing<br />
  22. 22. Have To Install SilverlightYes, it’s a Microsoft product, but more people have Flash. <br />3<br />Barriers To Sharing<br />
  23. 23. Denied Access! You’re turning away advocates & potential partners – plus their networks.<br />4<br />Barriers To Sharing<br />
  24. 24. June 30th: Cloud services offer better options with no increased spend (source)<br />July 1st : A 90 person company could save $10k in CapEx by moving to the cloud<br />June 24th: Hosted services could cut 10-15% off routine server maintenance tasks (source)<br />June 23rd: The average mid-size company spends 50 hours and $5k a year just installing software (source)<br />June 27th: 99.9% uptime (and financially backed SLA) in hosted services (even I need to sleep!)…<br />Dynamic vs. Static<br />Frequency & Relevance Shows You Care … And You’re Paying Attention<br />
  25. 25. Your Request to Partners:<br />Look to us for up-to-date marketing know-how.<br />BUT:<br /><ul><li>Perception of stale content can affect usage
  26. 26. This is found at the bottom of the page, so how important is it?</li></ul>Get Fresh Marketing Ideas… Where? <br />
  27. 27. Date?<br />Date?<br />How Long Have These Documents Been Here?<br />
  28. 28. Released<br />Now heading into July. Anything new?<br />Microsoft Exchange Server 2010<br />
  29. 29. Authentic Stories Get Told and re-told<br />
  30. 30. Tools TooLsToOls Tools Tools Tools<br />78 Seconds Long<br />Productivity<br />Productivity <br />Productivity<br />Productivity<br />Productivity<br />Productivity<br />Says, “Tools:”<br />6 Times<br />Says, “Productivity:”<br />6 Times<br />Tells Real-life Customer Stories:<br />O <br />Again, Let’s Look at the Cloud Video<br />
  31. 31. Real-life customer story on how Online Services made things better!<br />69 Seconds Long<br />Says, “Tools:”<br />0 Times<br />Says, “Productivity:”<br />0 Times<br />Tells Real-life Customer Stories: <br />1<br />http://bit.ly/cYwk7k<br />In Contrast, Dave Casually Telling His Story<br />
  32. 32. HBR.org Article<br />http://bit.ly/d5efU3<br />“Think about a strategic option as being just a happy story about the future.”<br />If It Feels Fake, People are Less Likely to Share<br />
  33. 33. http://bit.ly/cYwk7k<br />Who would you rather do business with?<br />Which does a better job at telling the value of hosted services?<br />Now Ask Yourself…<br />
  34. 34. Make It Remarkable<br />No One Shares Boring Stuff With Their Friends<br />
  35. 35. Partners reviewed assets against a number of criteria.<br />Partner ReactionTo This Page:<br />“It is just bland.”<br />Reviewing Microsoft Partner Assets<br />
  36. 36. Not Bland<br />Google Apps Campaign<br />
  37. 37. The year of the mobile… Finally<br />2010<br />Mobile Audit<br />
  38. 38. Over 5 Billion <br />Mobile Connected Devices<br />By the end of 2010<br />
  39. 39. RTG Website Viewed On iPad: Notice Blank Space<br />Sure it’s the competition, but the reality is 2 million are already in use.<br />Make Sure We’re Ready<br />
  40. 40. New Website Starting to Do the Right Things<br />Reasons for Optimism<br />
  41. 41. Working with Other Partners<br />MS Online Team<br />Newsletter<br />RTG Swag<br />BPOS Guides<br />3 of 5 Partners Point to Content Curation – A Key CDM Element<br />What Did Partners Find Most Valuable?<br />
  42. 42. Time to Look at the Big Picture<br />STRATEGIC<br />
  43. 43. 2 partners signed up as “Customers.” <br />They were solicited directly by Microsoft.<br />No mention of partners.<br />Do You Really Want Partners?<br />1<br />
  44. 44. Partner Reaction:<br />“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.”<br />Do You Really Want Partners?<br />1<br />
  45. 45. 24 competencies yet nothing focused on Online Services.<br />Is Online Services a Focus?<br />2<br />
  46. 46. Mixed messages.<br />What’s Microsoft’s Position and Commitment?<br />3<br />
  47. 47. Rumored delay of “Wave 14” provides opening for Google Apps.<br />Can we catch up?<br />Are We Experiencing Windows Mobile, the Sequel?<br />4<br />
  48. 48. Partners want to win.<br />Microsoft still has clout.<br />BUT:<br /><ul><li>Time to market is critical
  49. 49. Need to be “remarkable”
  50. 50. It’s a business sale, not a technical sale</li></ul>The Cloud<br />Partners are saying, “It’s yours to lose.”<br />
  51. 51. Now, let’s talk about how to WIN!<br />jer979@neverstopmarketing.com<br />Twitter: @jer979<br />Linkedin.com/in/jer979<br />www.neverstopmarketing.com<br />

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