Social by Design

thoughts on social software, design thinking, and business innovation, by John Kembel

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  • Interview with Serena's CMO Rene Bonvanie
    blog entry posted 08/29/08 by John Kembel, last edited 09/29/08, tagged social software, business innovation
    2305 Views, 1 Comment
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    Interview with Serena's CMO Rene Bonvanie
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    Chris Kenton recently interviewed Serena's CMO Rene Bonvanie as part of his "What's Happening in Marketing" series.  The resulting YouTube video is worth a watch:  hear Serena's forward-thinking perspectives on social media + community + SaaS, and how they are mixing these ingredients to reinvent their business with innovative marketing and go-to-market strategies.

    Rene mentions HiveLive in his interview.  The connection?  Earlier this year, Serena selected HiveLive's LiveConnect Platform to power their customer & partner communities, which they designed and launched in less than a month... screenshots below, visit at http://community.serena.com.



    In the community, they are pushing the boundaries of how they connect with their customers and partners with the "Mashup Exchange" -- a marketplace for business mashups created with Serena's new composer tool.  See a recent write-up in BtoB Online for more information.  Also, our recent presentation at the AlwaysOn Summit included a brief vignette with details on how Serena's community works and how they're integrating it with their CRM and Leads Analytics systems.

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  • posted 08/29/08 by Adam Miller

    I can now see where the forward-thinking approach that led to the Mashup Exchange came from. Rene certainly seems to like to question the norm, and push the boundries of ("disrupt") traditional marketing thinking.