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<title><![CDATA[Articles by Josh Bernoff]]></title>
<link>http://adage.com/rss-author.php?id=2299</link>
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<ttl>120</ttl>
<description><![CDATA[Articles by Josh Bernoff]]></description>
<item>
<title><![CDATA[Who Are Your Facebook Fans? Your Best Customers.]]></title>
<link>http://adage.com/article/digitalnext/facebook-fans-customers/234043/</link>
<description><![CDATA[








Josh Bernoff





The debate about the value of     Facebook fans continues to rage on. I hate raging arguments in the absence of     solid evidence. So I was delighted to see that     analyst Gina Sverdlov of     Forrester Research had applied actual statistical modeling to address the question, in a new report called "The Facebook Factor]]></description>
<pubDate>Tue, 10 Apr 2012 10:10 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Turns Out Consumers Really Do Care About the Data You're Collecting]]></title>
<link>http://adage.com/article/digitalnext/turns-consumers-care-data-collecting/232331/</link>
<description><![CDATA[








Josh Bernoff





Forrester just published survey results intended to answer the questions "Do people care if companies collect their data, and does it affect their decisions about the companies?"





The short answer to both questions is       , yes.





In a survey of        37,000 US and Canadian online adults, we first asked how conc]]></description>
<pubDate>Wed, 25 Jan 2012 09:31 EST</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Why SOPA Won't Work: We Are All Pirates, Copyright Holders Included]]></title>
<link>http://adage.com/article/digitalnext/sopa-work-pirates-copyright-holders-included/232203/</link>
<description><![CDATA[








Josh Bernoff





With SOPA blackouts all over the news, I wanted to take a step back and ask: do we know what piracy is        ? Sounds like a simple question, but here are a few stories that         show just how confused people are.





In the 2000s, I wrote a Forrester report about file sharing. Our reports are available to paying cli]]></description>
<pubDate>Thu, 19 Jan 2012 12:30 EST</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[In Asia, Bloggers Not Spectators in Social Media]]></title>
<link>http://adage.com/article/digitalnext/asia-bloggers-spectators-social-media/231905/</link>
<description><![CDATA[








Josh Bernoff






I recently pointed out that          Social 2012 is          Web 2000 -- in the hype          that          surrounds it, and the reality that          social interactivity, like the web, is          becoming embedded in everything people do.




Forrester Research just published its annual global review of          our ]]></description>
<pubDate>Thu, 05 Jan 2012 09:48 EST</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Social 2012 is Web 2000]]></title>
<link>http://adage.com/article/digitalnext/social-2012-web-2000/231257/</link>
<description><![CDATA[








Josh Bernoff





Here&#039;s what it was like in 2000: the Web frenzy was underway, and the predictions for it were completely out of              hand. In many ways, they were overblown. And yet the long-term impact of              the Web was far more pervasive than any of              us had expected, along surprising dimensions. 




It&#039;s ]]></description>
<pubDate>Wed, 30 Nov 2011 10:40 EST</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[The Meaning of Steve]]></title>
<link>http://adage.com/article/digitalnext/forrester-s-josh-bernoff-meaning-steve-jobs/229464/</link>
<description><![CDATA[


So, Steve Jobs is                                         gone -- resigned as CEO of                                         Apple.


Consider, for a moment, the meaning of                                         Steve.


By my count, Steve Jobs changed the world five times. Five.


He introduced the Apple II when I was a teenager. Sure, there w]]></description>
<pubDate>Wed, 24 Aug 2011 21:14 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Could Motorola Set-Top Boxes Become Google's TV Gatekeepers?]]></title>
<link>http://adage.com/article/digitalnext/motorola-set-top-boxes-google-s-tv-gatekeepers/229289/</link>
<description><![CDATA[
	
		
			
		
		
			Josh Bernoff
		
	


Nearly all the coverage of                                               Google&#039;s proposed $12.5 billion acquisition of                                               Motorola Mobility concentrates on two things: the patents Google is                                               acquiring and Google&#039;s taking o]]></description>
<pubDate>Tue, 16 Aug 2011 14:38 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[How Any Business Can Innovate Like Apple]]></title>
<link>http://adage.com/article/digitalnext/business-innovate-apple/229141/</link>
<description><![CDATA[








Josh Bernoff





Yeah, right. Innovate like  Apple. You can do it. Sure.




One of                                                      the smartest guys I know is                                                      James McQuivey, who works with me at Forrester Research. James decided to take a close look at how new breakthrough produc]]></description>
<pubDate>Fri, 05 Aug 2011 14:40 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Tablets' Next Trick: Mobile Commerce]]></title>
<link>http://adage.com/article/digitalnext/tablets-trick-mobile-commerce/228927/</link>
<description><![CDATA[








Josh Bernoff





At $176 billion last year, e-commerce already represents 8% of                                                           US retail. What do you think tablets will do to that                                                          ?





Huh? Tablets affect e-commerce? Step back a moment, and let&#039;s take a look at some fac]]></description>
<pubDate>Tue, 26 Jul 2011 10:08 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Don't Treat Smartphones Like 'Little PCs']]></title>
<link>http://adage.com/article/digitalnext/treat-smartphones-pcs/228648/</link>
<description><![CDATA[








Josh Bernoff








Mobile hype                                                                 has reached a feverish level. There appear to be two poles: "You have to do mobile!" and "Mobile is                                                                 just a fad." But smartphones are certainly no fad. Forrester forecasts 100 milli]]></description>
<pubDate>Mon, 11 Jul 2011 12:56 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Why Google+ Plus May Catch On With Groups]]></title>
<link>http://adage.com/article/digitalnext/google-catch-groups/228473/</link>
<description><![CDATA[








Josh Bernoff






You woke up this morning to the news that                                                                  Google is                                                                  once again entering the social space, this time with an offering called Google+. It&#039;s not the first time. Google&#039;s Orkut social network is  ]]></description>
<pubDate>Wed, 29 Jun 2011 10:22 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Surviving Disruption in the Age of the Customer]]></title>
<link>http://adage.com/article/digitalnext/surviving-disruption-age-customer/228009/</link>
<description><![CDATA[








Josh Bernoff









You&#039;re about to be disrupted.





Did you notice when the Kindle ravaged the publishing business? Did you pay attention when Groupon threatened retail, or when Expedia obsoleted travel agents. Did you heave a sigh of                                                                    relief that                       ]]></description>
<pubDate>Mon, 06 Jun 2011 13:30 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Is Your Business a Social-Media Laggard?]]></title>
<link>http://adage.com/article/digitalnext/business-a-social-media-laggard/227929/</link>
<description><![CDATA[








Josh Bernoff







After working with hundreds of                                                                    companies -- and surveying 95 of                                                                    them -- we&#039;ve answered the question "What&#039;s the roadmap that                                                               ]]></description>
<pubDate>Fri, 03 Jun 2011 10:32 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[What the Tweetdeck Acquisition Means for Marketers]]></title>
<link>http://adage.com/article/digitalnext/tweetdeck-acquisition-means-marketers/227758/</link>
<description><![CDATA[








Josh Bernoff






Twitter announced it was buying TweetDeck. TweetDeck is                                                                    popular, sophisticated client software that                                                                    makes it far easier to see tweetstreams and searches on your PC, as well as on other dev]]></description>
<pubDate>Thu, 26 May 2011 10:55 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[A Valentine's Message for Marketers: If You Love Your Customers, Let Them Go]]></title>
<link>http://adage.com/article/digitalnext/marketers-love-customers/148864/</link>
<description><![CDATA[



Josh Bernoff
Email has gone too far. Our inboxes are full of unsolicited crap. And I don&#039;t mean spam. I just mean legitimate companies of all kinds emailing us about everything.


If you are a marketer, we have this Valentine&#039;s Day message for you: if you love your customer, let them go.


Marketers say that they want to be responsible, and man]]></description>
<pubDate>Mon, 14 Feb 2011 10:34 EST</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[What If Everything You Did Was on Wikileaks?]]></title>
<link>http://adage.com/article/digitalnext/wikileaks/148773/</link>
<description><![CDATA[



Josh Bernoff

Does Wikileaks terrify you? It probably should.




Imagine a world in which everything you write might become public. Every email you send: public. You have a telephone conversation -- the person on the other end takes notes. Public. Your support person insults somebody on the phone; she records and posts it.




What would peopl]]></description>
<pubDate>Wed, 09 Feb 2011 12:34 EST</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Sarah Palin Learns the Web Has No Undo Feature]]></title>
<link>http://adage.com/article/digitalnext/sarah-palin-learns-web-google-forgets/148162/</link>
<description><![CDATA[



Josh Bernoff

Sometimes you make a mistake in the digital realm and you need to fix it. But once something is out on the Web and in social networks, you cannot erase it. Instead, you must apologize and move on.


The recent shootings in Arizona have created an interesting laboratory for observing this, because they caused a lot of the people wh]]></description>
<pubDate>Wed, 12 Jan 2011 10:32 EST</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[The Marketing Value of Customer Experience]]></title>
<link>http://adage.com/article/digitalnext/marketing-customer-experience/148164/</link>
<description><![CDATA[



Josh Bernoff
Customer experience is marketing. That is, in a world drenched in social word-of-mouth, the way you treat your customers -- and the way they perceive you -- makes all the difference in what they say to their friends.




With that in mind, I&#039;d like to share some key results from Forrester Research&#039;s latest Customer Experience Index]]></description>
<pubDate>Wed, 12 Jan 2011 10:20 EST</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Would Your Employees Promote Your Company?]]></title>
<link>http://adage.com/article/digitalnext/employees-promote-company/147238/</link>
<description><![CDATA[



Josh Bernoff



A recent Advertising Age article revealed that more and more companies are now putting actual staff front and center in their advertising. Could your company do this? Probably not, if your staff are like those in Forrester&#039;s recent surveys of knowledge workers.


In a report published today, Forrester Research examined the quest]]></description>
<pubDate>Mon, 22 Nov 2010 10:54 EST</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Marketers Are More Likely to Innovate -- and Here's Proof]]></title>
<link>http://adage.com/article/digitalnext/marketers-innovate-proof/146873/</link>
<description><![CDATA[



Josh Bernoff
You&#039;ve always suspected that workers in marketing are capable of innovating with technology. Now we have proof.

We at Forrester surveyed over 4,000 information workers for a measurement we call the "HERO Index." We asked them two questions. First, how empowered do you feel to solve your own challenges at work? And second, how reso]]></description>
<pubDate>Wed, 03 Nov 2010 13:41 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA['Cluetrain Manifesto' Comes True In Age of Twitter, Facebook]]></title>
<link>http://adage.com/article/digitalnext/cluetrain-longer-a-dream-reality/146179/</link>
<description><![CDATA[


Josh Bernoff
The "Cluetrain Manifesto: The End of Business as Usual" was an incredibly prescient book. It still amazes me that a book written in 2000, when blogs were novelties and Mark Zuckerberg was in high school, was able to identify the shift toward customer empowerment. Combine that with the insight that employees must directly engage with]]></description>
<pubDate>Wed, 29 Sep 2010 11:50 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[When and Why to Give Out Free Stuff]]></title>
<link>http://adage.com/article/digitalnext/give-free-stuff/145785/</link>
<description><![CDATA[



Josh Bernoff
This is a big week for me. My book "Empowered," with advice about how to manage your company in the age of empowered customers, is about to hit the shelves. We&#039;ve put in place a bunch of word-of-mouth programs, and as I reflect on them, I am hoping there is a lesson regarding generosity for marketers selling just about anything.


]]></description>
<pubDate>Wed, 08 Sep 2010 11:38 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Is Your Technology Project Worth Doing?]]></title>
<link>http://adage.com/article/digitalnext/technology-project-worth/145522/</link>
<description><![CDATA[



Josh Bernoff
More than ever before, marketers are in charge of technology these days.


 

As a marketer, you may be running a Web site, consuming Web analytic data, sending out and tracking marketing emails, or performing search engine optimization. That&#039;s been true for quite a while. But now, your most innovative ideas could also require you ]]></description>
<pubDate>Tue, 24 Aug 2010 08:33 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Are You Getting the Most Out of Your Social Application?]]></title>
<link>http://adage.com/article/digitalnext/social-application/144478/</link>
<description><![CDATA[





Josh Bernoff


It used to be that just launching a social application made you a marketing leader. Now everybody&#039;s doing it.



Some people just run campaigns. Doritos&#039; Super Bowl ads are a great example. So are little applications like Mad Men Yourself, where you can make your own icon to represent yourself as a "Mad Men" character. These ar]]></description>
<pubDate>Thu, 17 Jun 2010 10:16 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[The Virtue of BP's Non-response]]></title>
<link>http://adage.com/article/digitalnext/virtue-bp-s-response/144267/</link>
<description><![CDATA[





Josh Bernoff



A Twitter account called @BPGlobalPR has been trashing and mocking BP for a while now. The new development is that he&#039;s blogging about what he&#039;s doing and why.




What should BP do about this?



Nothing.



BP&#039;s first job is to fix the spill. Any other activity now is pointless and won&#039;t help.


The PR department at BP&#039;s job]]></description>
<pubDate>Fri, 04 Jun 2010 10:35 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[No One Really Cares About Facebook's Privacy Flap -- Except Congress]]></title>
<link>http://adage.com/article/digitalnext/facebook-s-privacy-concerns-matter/144134/</link>
<description><![CDATA[





Josh Bernoff


Go ahead. Name me one company of a significant size whose business suffered due to its treatment of people&#039;s private data. 

Unless I&#039;m missing something, you can&#039;t.


TJX put 45 million credit cards at risk. Do you even remember (it happened in 2007)? Has anybody stopped shopping at TJ Maxx? Can&#039;t see the impact.


In the onli]]></description>
<pubDate>Fri, 28 May 2010 12:07 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[The Splinternet War: Apple vs. Google vs. Facebook]]></title>
<link>http://adage.com/article/digitalnext/digital-marketing-apple-google-facebook/143619/</link>
<description><![CDATA[




Josh Bernoff


In the last month I have become even more convinced that the splinternet is real. This is not just one of the most important trends to hit the web in the last five years, it&#039;s a war. Facebook and Apple want to own as much of your internet experience as possible.

I&#039;ve used the term "splinternet" to refer to a web in which conten]]></description>
<pubDate>Fri, 30 Apr 2010 10:50 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Spotting the Creators of Peer Influence]]></title>
<link>http://adage.com/article/digitalnext/marketing-spotting-creators-peer-influence/143372/</link>
<description><![CDATA[





Josh Bernoff


Everyone knows people make impressions on each other -- it&#039;s called word of mouth. The question marketers always asked us was: just how many impressions? And who is responsible for the mass of those impressions?


Now we know. People make over 500 billion impressions on each other about products and services every year. And a s]]></description>
<pubDate>Tue, 20 Apr 2010 09:20 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[Why You Should Advertise on Twitter]]></title>
<link>http://adage.com/article/digitalnext/advertise-twitter/143257/</link>
<description><![CDATA[





Josh Bernoff

The New York Times and Advertising Age report that Twitter will be adding advertising tweets to searches.



First, to all the Twitter lovers out there: This is not the first sign of the apocalypse. Of all the places Twitter could include ads, this is the least obtrusive and the most relevant. People will not desert Twitter for ]]></description>
<pubDate>Tue, 13 Apr 2010 10:31 EDT</pubDate>
<author>Josh Bernoff</author>
</item>
<item>
<title><![CDATA[In Praise of Seth Godin's 'Linchpin']]></title>
<link>http://adage.com/article/digitalnext/marketing-praise-seth-godin-s-linchpin/141791/</link>
<description><![CDATA[



Josh Bernoff
Seth Godin&#039;s "Linchpin" is a remarkable book. You should buy a copy. Unless, of course, you&#039;re enjoying that rut you&#039;re in.

First of all, let&#039;s acknowledge that Seth is a polarizing figure. He is the god of small business, and his books, such as "Permission Marketing," have transformed the way people think about marketing. But the]]></description>
<pubDate>Thu, 28 Jan 2010 11:23 EST</pubDate>
<author>Josh Bernoff</author>
</item>
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