Archive for the ‘social networking’ Category
I’m a technical marketer and I’m socially challenged.
Apple’s teaser yesterday reminded me just how foreign I sound in my “work voice” to those who love me. Quick, before the clock strikes 7/10/3/12:
What does Apple mean by, “Tomorrow is just another day. That you’ll never forget.”?
My better half and I discussed this very topic last night. And there I was without my babel fish.
Better half: “Do you know what Apple’s announcement is about? I do.”
Me: “What – iTunes in the cloud?”
Better half: “What does that MEAN? Anyway, I read on Google that they’re releasing the entire Beatles collection…”
I should have said, “iTunes ‘in the cloud’ is like a Pandora version of iTunes,” but I was momentarily stunned. Doesn’t everyone know what “cloud” is? Apparently not. It didn’t matter. My better half accepted my comment as just another example of me talking technobabble and moved on.
My professional target audiences are not so forgiving.
Good marketers know our audience and tailor what we say to each subsegment in a language they understand. But technical marketers have a higher calling. It’s also our responsibility to educate our markets on better mousetraps and best practices. We think we’re making technical concepts easier to grasp with catchy terms (i.e. “cloud”), and easier to remember with three-letter acronyms (TLA).
We need to educate others in common language with words they already understand, using terms they already know if that gets the point across faster. Creating new labels and using analogies that are too abstract creates confusion and gives us humans yet another assignment to memorize.
The first step to “wellness” is admitting that one cannot control one’s addiction or compulsion. I’m a technical marketer and I’m socially challenged. Will you be my sponsor?
British Airways (BA) is turning to service-oriented architecture (SOA) and Progress Software to connect over 600 different electronic systems and processes involved in getting BA passengers in the air.
BA has more than 250 key applications distributed over 300 locations around the globe, which explains why they chose Progress. From an integration perspective, Progress® Sonic ESB® excels in those scenarios that require the integration and management of hundreds or even thousands of systems. One Progress customer was able to deploy its integration backbone out to 25 locations a day (and can update them in a fraction of that time).
“Moving this to a highly automated environment is a challenge, but SOA quickly proved itself to be the right approach to achieving our goal of a fully agile environment.”– Gordon Penfold, CTO, BA.
In the software industry, there’s an unwritten rule about using your own commercial products in house. Now this could compromise your ability to move quickly in a competitive market, if you’re bastardizing those products to in a way that doesn’t fit an existing use case. Read the rest of this entry »