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Is SaaS Storytelling Dead?
Recently, we were discussing industry trends when the subject of Software-as-a-Service (SaaS) came up. It got me to thinking, “Is SaaS still a standalone story angle?”
Yes, SaaS platforms are hotter than ever and we are seeing it being adopted across a multitude of industries – so much so that it is now a standard method of delivery. On the other hand, bloggers and journalists have been writing about SaaS for ages.
So what should we be telling our clients when it comes to using SaaS in storytelling?
I entered “SaaS” into Google News and got 26 pages in today’s news so it must still be relevant. But when talking to major analyst firms we now gloss over the fact that clients offer a “flexible, constantly upgraded, easy to deploy, low-risk, SaaS solution” because it’s no longer a point of differentiation.
I must admit I’m conflicted on this one and have come to the conclusion that it must be judged on a case-by-case basis. Telling the SaaS story as part of a discussion on how low-cost, hosted solutions can help organizations during a potential downturn could garner strong results. Or discussing SaaS as a differentiator in a market where competitors are stuck offering on-premise solutions should also work.
But you don’t want to do a SaaS story just because you’ve joined the bandwagon. Instead, use it as a proof point for your product roadmap or to segue into a discussion about the changing SOA and Web 2.0 landscape.
After all, no one likes a “me too story,” wouldn’t you agree?
Listening Post
The reason we have two ears and one mouth is because we are supposed to listen more than talk, or so the old saying goes.
The same applies online. You walk before you run, and you should read before you write.
With such an abundance of communication channels, each with their own unique characteristics, listening is key to understanding the plethora of conversations that are occurring online. These conversations are taking place across blogs, Twitter, chat rooms flickr, forums and more.
Many people find it difficult to try and be everywhere and read everything. I say, you need to work smarter, not harder. Make the power of RSS work for you and slide all of your favourite blogs into a feed reader. Monitor mentions of your brand on Twitter using any number of applications. I personally prefer Summize. If you want to see what is happening in the forums, you can try BoardTracker or BoardReader. Use AideRSS to quickly put a blog into perspective. Already using RSS but find it’s getting unwieldy? Show that feed who’s boss by filtering it so only content with the keywords you want gets through. Try Feed Rinse or Filter My RSS.
Just as you have two ears and one mouth, there are as many ways to listen online than there are ways to speak. Funny, those old sayings.
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Tough interview- and a lesson learned
Came across this interview recently. U.S. Senator Kirk Watson appears on MSNBC’s Hardball as an Obama supporter, facing off against a Hillary supporter. Host Chris Matthews asks Watson a pretty simple question that leaves him staring helplessly at the camera for much of the segment.
Someone with Watson’s experience and, undoubtedly, his vast PR resources should never have found himself in this position. Especially not on national TV.
It’s yet another reminder that anyone speaking to a reporter – not matter how senior, experienced or smart they may be – needs to put in the prep time, and expect the unexpected.
Talk up, not down, to CIOs
Some fascinating tidbits of data from ITWorldCanada this week on the innermost thoughts of CIOs, based on its recent CIO survey.
· Seventy-two per cent say they spend most of their time “interacting” with other CXOs. That’s well ahead of strategic planning (56%) and making strategic decisions (55%). Not surprisingly, three-quarters of CIOs say an ability to communicate is most pivotal to their success
· They spend the least amount of their managing IT crises (6%) and budgeting/learning about IT (6%)
· What skills are NOT key to becoming a stellar CIO? IT proficiency ranked “first” at 3 per cent, followed by a through knowledge of IT (7%)
Two lessons here. One, if you have plans to include a CIO title next to your name one day, better polish your sales and networking skills. Two, what we always suspected to be true has been confirmed once again. Clients looking to get a deep technology message across are far better talking to IT managers. Most CIOs simply don’t live in that world.
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