Why watch “Real Housewives” when you can log-in on Twitter, enter keyword Documentum and watch the barbs fly?
Marketing 2.0, in the Enterprise Content Management aisle, is quickly becoming more about pointing out your competitors shortcomings (real or imagined) than selling the features and benefits of your own products.
Consider some of these tweets:
@hbeader (self-identified as Senior Director, Product Marketing at Oracle) WebCenter Beats #Documentum! WebCenter Named a Leader in #ECM by Independent Research Firm bitly.com/AnTfAl #AIIM
oraclewebcenter: Call Center Cuts Costs 75% By Switching from #Documentum to #Oracle #WebCenter Free Trade-In! http://t.co/5TeJtjd6 #AIIM
What’s interesting is that most of these Documentum-slamming tweets seem to come from self-identified management level execs and corporate twitter handles rather than paid social media broadcasters or via auto-tweet.
Not only that, but some of the RT’s (namely those that are Oracle WebCenter-related) are rather well-orchestrated and choreographed, implying that this it’s a deliberate strategy that managers have signed-on to participate in.
So what exactly is the prevailing move-off of Documentum (social media) strategy?