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Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
Social Product Management And Marketing   Webinar
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Social Product Management And Marketing Webinar

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We will tell you about: …

We will tell you about:
• The role of the SOCIAL Product Manager
• Using Social Media for Feedback and Validation
• Getting the social SCOOP on your Competition
• Measuring the success and ROI of going social
• Customer & Prospect Engagement through Crowdsourcing
• Creating a Product-Centric Social Media Strategy

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  • No talking smack about customers or competitors or competitors customersYour opinion although interesting is irrelevant
  • Transcript

    • 1. Social Product Marketing &ManagementAnastasia ValentineCEOSandbox PM An Idea to Launch CompanyBE SOCIAL!Follow the #sandboxpm hashtag on TwitterContribute your thoughts using #sandboxpmFollow US on Twitter @sandboxpmFollow Anastasia on Twitter @avv
    • 2. About Us! Sandbox PM, an idea to launch company provides all sizes of organizations with support and services from idea through to launch. Taking the role of your extended team, Sandbox PM will play a hands on role in your success in introducing your company, products and services to the market. We work with organizations who are passionate about what they do! This includes solopreneurs to startups, medium size companies to billion dollar enterprises!Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 3. One Lucky Attendee Will WIN! Use the #sandboxpm hashtag Tweet one useful fact from the webinar! Winner will be announced on twitter!Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 4. The Product Manager is the hub of information and activity for any products company.Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 5. Social Business Strategy It is not enough to be present, you must engage & be engaging!”  Visible  Reliable  Accessible  Valuable  Mobile  TrustedCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 6. People are talking Events Trends Company Innovation People Features Services Pain pointsProducts Conversations Competition Are you listening? Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 7. Traditional OLD Engagement Known Customers Product Surveys Usability tests Management Beta ProgramsCopyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 8. Direct Mail Mobile eMail Virtual Physical Events Events Marketing Reach Telemarket SEO -ing Online Influencer Social Media (s) Blogs Online AdsCopyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 9. Customer s Advisory Analysts Boards Influencer Technolog s y Trends Product Industry Investors Managemen Trends t Stake- Competitio holders n Crowd Partners sourcing ProspectsCopyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 10. Product Management Gets Social Social Media is an opportunity for:  Delight the customer opportunities  Idea/Requirements gathering  Validation ◦ (strategy, requirements, usability, etc.)  Use Cases, User Stories  Persona development  Beta recruitment  Success stories  Testimonials  Usability / Product Appeal  ScalabilityCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 11. “An outside-in approach increases the likelihood of product success.” - Pragmatic MarketingCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 12. When and How To Get Social?  When – ALL THE TIME  How? ◦ Target ◦ Join in ◦ Listen & Observe ◦ Attract & Engage ◦ RepeatCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 13. Target  Target your ideal crowd of: ◦ Influencers ◦ Like minded ◦ Prospects ◦ Customers ◦ Partners ◦ Competitors  How? ◦ Profiling ◦ ResearchCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 14. The Social Media Influencer  Credibility in the market  Large, qualified following  Heavily engaged with their audience  Reliable & consistent  Information consistently shared by following  Trusted by your targets Don’t underestimate the power and value of a social media influencer.Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without writ.ten consent.
    • 15. Join in!
    • 16. GO! Join in!  Ask your crowd where they go  Research where your industry/competitors go  Focus & only go where your targets go ◦ Join ◦ Like ◦ Follow ◦ Connect ◦ ShareCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 17. Listen & Observe  Listen for: ◦ Market needs / pain ◦ Trends (technology & industry) ◦ Feature requests ◦ “delight the customer” opportunities  Observe for: ◦ Influencers ◦ New players ◦ Tactics that work / & don’t ◦ Competitor #failsCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 18. Attract & Engage! Create a reliable pattern of engagement ◦ Ask meaningful questions (daily) ◦ Answer relevant (high visibility) questions (daily) ◦ Provide meaningful information (daily) ◦ Declare a call to action (daily) ◦ Follow up & follow through ◦ Invite to participateCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 19. Social Product ManagementROI  Measure Numbers! (they never lie) ◦ Followers  # of followers, likes, people in circles, etc. ◦ Ideal Follower  # of qualified followers, likes, people in circles, etc. ◦ Influencers  # of influencers in your space ◦ Reach  # of shares, +1’s , tweets, favorites, etc… ◦ Conversions  # of signups, transactions, revenue, attendance, etc..Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 20. Social Product – ROI – How To! 1. Create your social campaign 2. Create some educated measures of ROI 3. Let the campaign run for 2 weeks 4. Measure your ROI 5. Course correct & refine ROI goals 6. Be RUTHLESS. & measure often Measure well If it isn’t generating value or converting, it is COSTING you money. KILL IT & try something else!Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 21. Social Product – ROI – How To! Time to invest (Time) Money to spend (Money)  Research  Tools / Platform  Campaign  Promotions / Advertising  Engagement  Memberships Time + Money = INVESTMENT Conversions = RETURN RETURN – INVESTMENT = ROI IF THEN ELSE If ROI is >0 Then Keep GOING! If ROI =0 Not GOOD ENOUGH! Keep Going & Tune! If ROI is <0 Then STOP & RETUNECopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 22. Positive Social Disruption! Follow all of your competitors SM Accounts Monitor all competitive ◦ Forums ◦ Hashtags Get on your competitors ◦ Mailing lists Attend your competitors ◦ Webinars ◦ Tradeshows ◦ Twitter chats ◦ Google Hangouts ◦ Etc.Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 23. Disrupt Business as Usual NOT FOR THE FAINT OF HEART NOR THE CONSERVATIVE Respond to competitive feature requests Positive engagement on competitive hashtags Monitor competitor weaknesses/complaints Provide solutions to competitive product problems Positive Disruption is great. Negative disruption is bad business.Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 24. How Much Time Should I Spend? Social Media Use is a Time Unfocused Sucking Activity to be Avoided at All Costs!  10%  5%  ½ hour a day?  Focus on the measureable outcome  Demonstrate success  Ask for allocated timeCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 25. Corporate Social Media PoliciesWho owns your followers, fans, connections?Who owns your Social Media accounts?Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 26. From a Corporate PerspectiveYour Social Media Policy Should Be: integrated into your employment agreement included in your employee handbook all accounts should be branded with the company name and clear ownership of the accounts be expressed. For example: ◦ Brand-Employee - SandboxAnastasia All communications on the business account be business oriented & follow a code of conduct Restrict business communications to the business account and not personal accounts Restrict social media spokesperson duties to specific individuals / roles Restrict conversation on topics such as financials results, forward looking statements, legal matters etc.. Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 27. From an Employee Perspective  Use your personal accounts to develop your personal brand – Leverage it!  Rule of thumb – distinguish/separate your employment communications from personal.  You can still provide value & though leadership through your own accounts  Don’t use company time for personal social media communicationsCopyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 28. Be Socially Responsible! “YOU SAID WHAT?!?” Right person in the social role Clear rules of engagement Empowered & trusted to respond Keep it Simple Sir/Sista! (KISS)
    • 29. Fixing a #FAILCopyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 30. WHAT TO DO IN A “SITUATION” ACKNOWLEDGE OWN ADDRESS REPORT BACKCopyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 31. Wrap it up in a bow!  Product Management & Marketing NEEDS to be social!  Leverage Social Media to share info & get info DAILY!  Everything needs to be measured for success!  Start slow, keep it simple and build your social media strategy!  Still need some help! Ask Sandbox!Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 32. Q&ACopyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 33. 10 Day Launch Strategy 1. Target your ideal customer 2. Develop marketing messages 3. Soft launching & customer testimonials 4. Pricing 5. Incentives & offers 6. Your marketing campaign 7. Spreading the word 8. Media attention 9. Systems go! 10. Launch dayCopyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
    • 34. Winner will be announced on Twitter!Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.

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