WHIM: Interview with Rene Bonvanie

by Chris Kenton on August 18, 2008

I’m still producing periodic “What’s Happening in Marketing” videos, in partnership with Miner Productions. I was inspired this time by the buzz that Serena Software has been generating with their viral videos and social media programs. When you dig below the surface, the story is even more surprising. Serena isn’t some new startup born on the Web 2.0 front line. In fact, they’ve were around before many of the geeks programming Web 2.0 applications were even born. So how does an old-line software company reinvent itself as a social media innovator, and what do they see in social media that compells such a transformation? I sat down with Rene Bonvanie, the CMO behind Serena’s new marketing efforts to find out.

As always, this video was filmed and produced by the great people at Miner Productions.

{ 2 comments… read them below or add one }

ED August 18, 2008 at 2:15 pm

I worked with Rene at SAP. Rene is spot on in his thinking. Alhtough I’m not maybe as aggressive as Rene is in putting so much behind Social Media in my overall mix I have certainly added many new social media initaives to my traditional mix. For example we launched a Youtube channel, and a facebook page and will very soon launch a ebook initaive (no registration required).

I agree with Rene in that people buy and reserach very differently today and relay on word of mouth to a much greater extent everyday. This is the relaity marketers will have to face-We are no longer in control.

Chris Kenton August 19, 2008 at 7:18 am

Thanks for posting, ED. I also liked his point about the ruts marketers get into, following the same patterns of marketing programs–like whitepapers and webinars–rather than getting out and trying new things.

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