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Join Stephen Foskett for “The Deletion Dilemma”, Wednesday April 13

Deleting data is not as easy as many think!

Join Stephen Foskett of Foskett Services for the webcast, “The Deletion Dilemma” on Wednesday, April 13. Foskett will discuss the issues faced by today’s IT organizations when it comes time to delete data.

How should your organization deal with the issue of data deletion?

Suppose you are the IT manager of an organization and you have set up shares on network attached storage for your users. Now suppose your users delete their files as needed. Should the files be permanently deleted from your storage and backup medium?

The answer to this question is not a simple yes or no.

In most cases, best practices call for not deleting the file permanently. Any IT manager who has been in charge of storage infrastructure knows the most common storage problem is accidental deletions and “save over’s.  When a copy of the deleted file still exists, the accidentally deleted files can be recovered.  Nevertheless, keeping copies of deleted files can cost money and may pose other risks, such as legal liabilities.

In this webinar, storage expert, blogger and editor Stephen Foskett joins Nasuni CEO Andres Rodriguez to discuss the dilemma of deletion and the best practices around it. With many companies looking at the cloud to expand their storage infrastructure, simplify storage management and save money, questions arise as to whether or not cloud storage can offer these organizations the tools they need to properly handle deletions. Come and hear these two celebrated storage experts’ opinions and hear how Nasuni has solved the issue of data deletion in the cloud.

This webinar will be held on Wednesday, April 13 at 2:00 PM Eastern time. Register now!

Note: Nasuni is a client of Foskett Services. Although the content of this webinar was created independently, its production is part of a paid engagement.

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Small Enterprise Storage Array Buyer’s Guide Now Available

We believe that a little buyer education goes a long way, but when it comes to storage arrays, especially in the lower end of the cost spectrum, information is in short supply. Each vendor uses their own terminology, presenting their devices features while glossing over their faults. In an effort to improve the availability of information, Foskett Services teamed up with DCIG to create a buyer’s guide for small enterprise storage arrays, and we are pleased to announce that it is now available for free download, thanks to Aberdeen.

Genesis of the Guide

Jerome Wendt and the rest of the crew at DCIG did a fantastic job pulling together information for their previous Midrange Array Buyer’s Guide, and we were inspired to get involved. Since the quality and quantity of smaller devices has expanded and improved rapidly in recent years, we thought this would be a good market segment to take a look at. After talking with Wendt, we signed on to gather this data for another DCIG guide.

In mid-2010, we began an assessment of the market by examining the systems we knew of in the space. We wanted to know what attributes identified and separated these devices. We distilled a list of key features of these products and created multiple-choice questions and answers to gather this data.

We also set about creating as complete a list as possible of devices in this segment. Some were obvious (NetApp, EMC) others less familiar (Aberdeen, Winchester) and a few were sadly overlooked by us at that time (Coraid, Infortrend). But even so, we were able to contact a good number of companies and many responded by filling in our online features survey.

Not every company responded, but we felt it was important to include certain systems. So we gathered that data and filled out the form ourselves based on publicly-available data. We reached out to the companies to verify our information, and many responded at that time, including some who hadn’t been involved initially. Products evaluated solely based on our own research include a bold footnote stating, “the information represented on this data sheet is based primarily upon conclusions drawn from publicly available sources.”

Evaluation and Ranking

Rather than simply presenting the facts, DCIG’s Buyer’s Guides attempt to score and rank the products included. This is where controversy sometimes arises. We fervently agree that each buyer will have his own criteria and this will significantly alter who “wins” a given evaluation. This makes these Buyer’s Guide ranking less relevant to each reader, but it is still useful on the whole.

It is desirable to have some mechanism to rank the arrays, however. Scoring features was simple: We applied our experience to the sector and judged each feature on its own merit based on what we expected in the market segment. But it was more difficult to decide how to rank features, categories, and the arrays as a whole. We decided that a simple feature-based ranking was most straightforward.

This means that our ranking springs from feature completeness, not how effective an array would be in any given implementation. The top-ranked arrays would be work in almost any environment, but the lower-ranked systems would be appropriate if certain features were not needed.

We also skipped considering price, performance and efficiency, but for more practical reasons. Pricing is highly variable, and we didn’t have access to solid information. And we were unable to actually evaluate performance and efficiency in a lab situation. It would be unfair to estimate or use third-party data so we did not include this information. We strongly advise buyers to consider them before selecting a product!

Production and Publishing

We produced the guide without knowing how the products would compare or who would “win” the ranking, and were quite surprised by the outcome. As usual, DCIG paid us for the data collection, collation, and ranking of products and worked with a graphic designer to create the final product. Once the guide was complete, they went to the higher-ranking vendors to look for a sponsor to distribute the guide for free.

We initially focused only on the upper band, products costing between $15,000 and $30,000. This guide was made available directly to end users, with no sponsor to offset the cost. But we wanted to expand access and completeness of the guide, and some new products were introduced since the original guide.

This is the reason for the second Expanded guide. We added $5,000 to $15,000 storage arrays as well as major new products introduced later in 2010 and early in 2011. Since Aberdeen did quite well in the ranking, they stepped up to sponsor the guide, allowing it to be distributed free after filling out a registration form.

All the work to this point was performed with no sponsor or financial support. DCIG took a substantial financial risk producing the document in this way, but any vendor involvement would have compromised the guide and results. At no time was product ranking or evaluation influenced by DCIG or the vendors. This is the only format we would have been comfortable being involved with.

Get the Buyer’s Guide

The Small Enterprise Storage Array Buyer’s Guide, Expanded Edition is available now!

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The Power of Negative Publicity

Wouldn't you rather buy based on a review with negatives as well as praise?

Basic logic tells us that negative opinions have a negative impact on our perceptions. If a man leaves a restaurant complaining about the service, he’s likely to drive other customers away. But this is not always the case: even negative reviews provide publicity and visibility, and a good can outshine the bad.

The Curious Case of the Envy 100

Last month I went shopping for a new computer printer after my trusty HP Photosmart give up the ghost. Being an iPad user, I decided to look for one that supported Apple’s AirPrint functionality. This left me looking once again at HP’s product line.

As I so often do, I spent some time familiarizing myself with the various products before heading out to the store. I quickly discovered that no one had yet analyzed only those printers that support AirPrint. Since I was interested in the topic, I decided to write up my experiences for my blog.

I was initially impressed by HP’s sleek and shiny Envy 100 all in one printer, but further investigation revealed the basic printer engine underneath. I concluded that the Envy 100 was not a good value for the money, and instead purchased the plain but functional Photosmart Premium FAX model instead.

But a funny thing happened since I posted my review. Of the tens of thousands of unique visitors my series on HP’s AirPrint compatible printers generated, dozens of people clicked through my links the Amazon to purchase one of the models listed. Surprisingly, HP’s Envy model is the top seller among those who purchased based on my series of reviews.

Credible Means Fair and Balanced

Why would someone rush out to buy after reading a negative review? Perhaps the answer lies in the review itself. Although I concluded that the Envy 100 was not a good value, I did praise its good looks and features. I also pointed out that fashion-conscious Apple buyers (who incidentally make up a large portion of my audience) would find the printer appealing. In short, my review was fair rather than negative.

I have found that fairness, mixing the good with the bad, yields much better results than effusive praise. This is especially true on the Internet, where credibility matters above all else. Clearly, my readers felt that my review was a fair depiction of the product and made their buying decision based on this unbiased view.

Lesson Learned

Corporate marketers can learn a lot from this experience. Although it can be upsetting to see the negative aspects of your product called out in public, it may not be the catastrophe you anticipate. It is difficult to let go and allow social media and unbiased reviews to stand, but they are your best advocate. Don’t get too upset when the commentary goes negative, as long as the overall tone is fair.

You might also want to read 4 Steps To Respond When Social Media Goes Negative and Always Punch Above Your Weight

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When Marketing Becomes Pointless

EMC taunted NetApp by parking these cars at their HQ. What was the point?

When I was 19, I presented a paper at a conference alongside former (and present) California Governor, Jerry Brown. Being a radical punk, I wore a Dead Kennedys shirt while chatting with him. Somewhere I have a picture. But Jerry didn’t “get” the message I was sending, and I’m not sure why I did it anyway. I actually respected what he said at the event about urban renewal, and his politics were much more to my liking at the time than those of Ronald Reagan and George H. W. Bush.

I was reminded of this pointless stunt this week on hearing that EMC parked branded cars and power-washed their logo in front of rival NetApp’s headquarters. Aside from the glee of the EMC crew and annoyance from my NetApp contacts, I came away asking “what’s the point?” Was this stunt an effective way of messaging their new products? Would it demoralize the NetApp employees? Would it energize the EMC staff? Would it garner publicity and coverage? Or was it merely a silly and pointless stunt?

What’s the Point?

Marketers should always ask themselves this question when considering new initiatives. Creativity knows no bounds, and Internet and guerilla marketing tactics often turn to tactics ripped from the obnoxious MTV shows, Jackass and Punk’d. But even well-intentioned campaigns can go awry: It is common for technology companies to focus on communicating cool features instead of usability.

Do customers need “record-breaking” performance or easier systems management? EMC themed their entire January 18 announcement on the former, including claims that their new products were 2x, 3x, or even 7x faster than the competition. But, to me, the highlight of this product rollout was “Unisphere”, the simplified management application for their low-end systems. I believe that Unisphere and reseller support will sell more VNXe storage arrays than Xeon multi-core processors or 6 Gb SAS. Don’t worry if you don’t understand the technical references in that last sentence: The intended audience for these products don’t know or care about all that, either.

Making a Splash

“Candy doesn’t have to have a point. That’s what makes it candy.” – Charlie Bucket’s explanation of Willy Wonka

But not all marketing efforts are designed to make a point directly. Many are intended to make a splash, in hopes of attracting attention. Entertaining marketing is much more common and rewarding than dry, factual statements. This explains EMC’s world-record motorcycle jump, Mini Cooper stuffing, and (literal) record breaking on the 18th: They wanted to grab attention.

EMC's "record breaking" stunts raised visibility for a new line of storage products

It worked. EMC drew the attention of the entire industry; even those that refused to participate joined in! This is my second writeup resulting from the event, and will not be my last. And EMC’s share prices rose to a 10-year high in the run-up to the announcement. Clearly much of the effort was executed correctly.

Weigh the Benefits

Although it is easier to count the cost, it is wise to weigh the potential benefits of marketing efforts:

  • Will it increase visibility of my company or product?
  • Will it spread the word about a valuable feature or benefit?
  • Will it cause customers to consider buying from my in the future?
  • Will it reassure current customers that they made the correct choice?
  • Will it help my employees, vendors, and investors to feel motivated and positive?
  • Will it cause my competitors to make a mistake?

If few or none of these outcomes are likely, perhaps it’s time to consider a more-effective strategy.

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Always Punch Above Your Weight

Punching below your weight just makes you look like a foolish bully!

It’s tempting for companies to smack the little guys around. After all, it’s easier to bump off some new startup by spreading FUD than it is to challenge the top dog in your industry! But easy pickings should be avoided, especially when it comes to online communication and social media: It’s far easier for a company to lose mindshare by calling attention to the little guys than it is to gain anything from even the most justifiable argument. That’s why I advise my clients always to punch above their weight.

Pick a Fair Fight

It’s hard to pick the World Series winner before the Major League Baseball season, and World Cup “Futbol” is similarly competitive, but most fields of battle feature mismatched foes. Consider the University of Connecticut’s amazing “Lady Huskies” basketball team. They just won their 89th straight game, an amazing winning streak. Yet commentators were quick to downplay their success, claiming women’s college basketball just isn’t as competitive as other sports.

Spectators love a “David”, and schadenfreude always clouds a “Goliath”. Who wants to see Michael Shumacher drive another Ferrari to victory? It’s much more fun to see him fail to turn in a top lap, let alone stand on the podium! Seeing the Red Sox knock off the hated Yankees after losing the first three games in the 2004 ALCS was perhaps more important to fans than the two World Series victories that followed.

Social Media Lessons

I am always amused when an industry titan decides to go toe-to-toe with a tiny upstart. Sure, they often win these fights. But simply by taking up the challenge they have validated the whippersnapper’s cause, who often leverages the losing fight in the ensuing PR blitz. David and Goliath is a natural news story, after all!

This is even more true when it comes to companies responding to negative coverage online. Often, an up-and-coming blogger or analyst will intentionally pick a fight to get attention. When the victim punches back, they drag the little guy into the spotlight.

Always Punch Above Your Weight

This is an admirable tactic, and the lesson works in both directions:

  1. Always focus ahead and take on a foe larger than you
  2. Ignore everyone smaller than you – anything you say or do will weaken your position

When it comes to social media, companies should never respond in anger. It’s a rare blogger indeed who is bigger than the companies they cover! Companies should ignore the specific attack and respond with a reaffirmation of their actual value. And shooting the messenger just looks petty!

Keep this in mind the next time you see an angry response to a blogger or analyst!

Image credit: “Boxing Ring Santa Cruz IMS Academy” by KoKo Krispy

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The Four Stages of Vendor Blogging

Successful vendor blogging requires a careful balance between corporate Kool Aid and personal authenticity

It’s not easy to be a public face for your employer, and doubly so when you’re using social media. Blogs, tweets, and the like value personal authenticity (and shun “corporateness”), forcing vendor bloggers to walk a tightrope:

  • Sway too far towards your own personality and beliefs and someone from PR or marketing is going to smack you
  • Sway too far towards the press release mentality of “old communications” and your audience will abandon you

It can be hard to accept this burden, and many a bright young blogger flames out as the reality of the situation settles upon them. Yet some emerge from the trials with a reasonable philosophy and are able to continue – witness the success of folks like Chuck Hollis, Val Bercovici, Barton George, Duncan Epping, Lori MacVittie, Brad Hedlund, and many others.

Let’s consider the stages new vendor bloggers go through as they mature into a viable and authentic voice for their employer.

1) Drinking the Sweet Nectar

It’s tempting to drink the corporate Kool-Aid and jump head-first into the fray with a company-logo shield in one hand and product sword in the other. After all, if social media is a sure way to promote your employer, why not take the plunge and reap the rewards?

Because it won’t work, that’s why. Adults don’t go for overly-sweet drinks, and they won’t read “Corporate Kool-Aid” posts. This category of writing tends to be totally over-the-top corporate cheerleading: Ignoring one’s own faults, jumping on the shortcomings of competitors, and expounding on the merits of simple press-release content.

New employees often start here, but those who have worked for a while often skip this step. This is why some “people who blog and work for companies” aren’t really “vendor bloggers” at all – see, for example, Chris Hoff and Marc Farley. But who is and isn’t a “vendor blogger” is a topic for a different day!

2) Stepping Over the Line

Whether they start with Kool-Aid or with self-respect, the next step for bloggers (and tweeters, Facebookers, and other public speakers) who work for companies is to step over the line and get slapped for it. Perhaps they will enter a discussion charged with corporate or real-world politics; perhaps they will overzealously release inside information; or perhaps they will simply overshadow the marketing efforts of the company. Regardless, the repercussions are terrifying: Loss of “the mic”, a reprimand from the boss, or even an employment threat.

This is usually the low point for a vendor blogger. An act of corporate promotion becomes a threat to their employment, and they begin to question the wisdom of it all. “Keep your head down and do your job” seems like a reasoned response. Many an aspiring “public voice” is silenced at this stage. Trust me – I’ve been there, too.

3) Parroting the Press Release

Those who decide to persevere after the corporate slap-down tend to resume with a stripped-down, PR-focused style. Their blog posts contain a straightforward paragraph of praise followed by blocks pasted from official press releases. Their posting becomes less-frequent, too, as their heart has gone out of it.

If the “over the line” stage is personally risky, the parrot stage poses the greatest risk to one’s reputation. We all know that the Kool-Aid tasted great, so we can forgive posts that start with “my new job is awesome!” But seeing a formerly-vigorous individual reduced to quoting corporate marketing is harder to take. If many blogs disappear after phase 2, more are ignored when they reach this phase.

4) Being Honest and Forthright

If they survive the earlier stages, vendor bloggers eventually emerge as honest and forthright voices for their employer. They will try to avoid drawing attention to faults, writing about the highlights instead. When pressed, they will point to their tie of employment and hope the reader understands why they cannot say some things.

Great vendor bloggers are compromised and have sacrificed some authenticity. But their honesty about the situation makes this ok, and their creativity and thoughtfulness keeps the readers coming back.

It’s a tough task and not everyone can do it. But some can, and they earn my respect.

Image credit: “One Hundred + 16 — Drinking the Kool-Aid” by Khürt

“Kool-Aid” is a trademark of Kraft Foods and is used here for the purpose of satire