Transcript from June 18, 2012: Global Product Management Talk                     Rob LaGesse @Kr8tr Chief Disruption Offi...
Transcript from June 18, 2012: Global Product Management Talk                     Rob LaGesse @Kr8tr Chief Disruption Offi...
Transcript from June 18, 2012: Global Product Management Talk                      Rob LaGesse @Kr8tr Chief Disruption Off...
Transcript from June 18, 2012: Global Product Management Talk                     Rob LaGesse @Kr8tr Chief Disruption Offi...
Transcript from June 18, 2012: Global Product Management Talk                     Rob LaGesse @Kr8tr Chief Disruption Offi...
Transcript from June 18, 2012: Global Product Management Talk                     Rob LaGesse @Kr8tr Chief Disruption Offi...
Transcript from June 18, 2012: Global Product Management Talk                     Rob LaGesse @Kr8tr Chief Disruption Offi...
Transcript from June 18, 2012: Global Product Management Talk                     Rob LaGesse @Kr8tr Chief Disruption Offi...
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6/18/12 The Value of Fanatical Support™ w/ Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace

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Rob says, "I love Social Media and how I connect to customers there - but I call my team Social Support, because that is more accurate. We support customers using Social Media - we don't pitch. Glad to address the Global Product Management Talk, a great application of social tools in support of the professional product management community!"

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6/18/12 The Value of Fanatical Support™ w/ Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace

  1. 1. Transcript from June 18, 2012: Global Product Management Talk Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace The Value of Fanatical Support™MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr Podcast: http://bit.ly/LSDZvx Links: http://bit.ly/LgC2Gx Rob says, "I love Social Media and how I connect to customers there - but I call my team Social Support, because that is more accurate. We support customers using Social Media - we dont pitch. Glad to address the Global Product Management Talk, a great application of social tools in support of the professional product management community!"Rob D. La Gesse, Chief Disruption Officer, Rackspace Discussed The Crucial Necessity Of Knowing YourCustomer And Understanding How To Address Everything From A Crisis To The Everyday QuestionQuickly And EffectivelyINTROMany customers are sitting listening to hold music waiting for their problem to get resolved. Instead of stewingprivately, they are now airing their grievances publicly to anyone and everyone that will listen. The BP oil spill andToyota recalls have shown how people are using social media tools to give pissed off customers a new voice – andit’s a megaphone. Knowing your customer and understanding how to address everything from a crisis to theeveryday question quickly and effectively is critical. Well talk about some big flubs, how the ball was dropped, whatcould have been done differently and the value of social support to help customers win.Each week, The Global Product Management Talk features an expert guest discussing pre-posted questions withthe co-hosts and Twitter participants broadcast live over BlogTalkRadio. The transcript of Tweets and podcast areavailable for on-demand consumption on the web, iTunes, Google Play and mobile devices. _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 1
  2. 2. Transcript from June 18, 2012: Global Product Management Talk Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace The Value of Fanatical Support™MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrHost @CindyFSolomon is joined by co-host Tim C. Johnson @JohnsonTC with speaker Rob LaGesse@Kr8trAbout Robert D. La GesseRob LaGesse is a Serial Entrepreneur, Software Developer, and Customer Junkie. As the Chief Disruption Officer,he heads up social media efforts at Rackspace. His passion is taking care of customers and he goes to greatlengths to do so. Though he was hired as the Director of Software Development for the Rackspace Cloud, he soonrealized his heart was in “who” they were writing software for, and not the software. He says he was building for theInternet before we had the Internet, writing wireless apps before many had wireless and doing large scale softwaretesting before it was cool. However, he was unhappy building software because he wanted to build something hecould get feedback on NOW – like customer satisfaction.Robert said, "In my team I am looking to get people that know the products, the company and how the companyworks rather than them actually knowing how to solve customer issues."Contact Robblog: http://www.lagesse.orgtwitter: @kr8trAbout Tim C. JohnsonTim C. Johnson is a Product Marketing expert and Author of the "Its About Value" product marketing blogdedicated to ridding the world of MABUSHI (look up the definition at value-prodmktg.blogspot.com). Johnson has20+ years of sales and marketing experience in software ranging from end-user applications to development tools,databases, ERP, systems management, security and cloud. Tim is a husband, dad, Cub Scout and Boy Scoutleader who occasionally also finds time to do wood turning.PRE-POSTED QUESTIONSPreQ: Please introduce yourself, where you are tweeting from & your involvement with #prodmgmtQ1 "What is "Social Support" and how is that different than Social Media?Q2 How do you measure the effectiveness of "Social Support"?Q3 What is required to implement "social support" effectively?Q4 Examples of catastrophes that could have been avoided if "social support" was in placeQ5 Who should be on the Social Support team?Q6 Why isnt everyone doing this? _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 2
  3. 3. Transcript from June 18, 2012: Global Product Management Talk Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace The Value of Fanatical Support™MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrTWEET CHRONOLOGYWhat is #ProdMgmtTalk? http://bit.ly/AlLEbNJoin Global Product Management Talk! http://linkd.in/jRmwRxNever participated in a twitter chat? FAQs http://t.co/Qr2s1o0OLearn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZfloLearn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSfWant to reach target audience of Product Professionals? Sponsor Global Product Management Talk!http://bit.ly/gF0Tt3Join us at http://tweetchat.com/room/prodmgmttalk automatically appends hashtagOur format: we post questions Q1, Q2, Q3 Please answer using A1, A2, A3ProdMgmtTalk #ProdMgmtTalk The Value of Fanatical Support™ w/ RobLaGesse @Kr8tr Chief Disruption Officer @Rackspace http://t.co/bHaxGEcR -7:02 AM Jun 18th, 2012kr8tr RT @ProdMgmtTalk: #ProdMgmtTalk in 2 hrs: Value of Fanatical Support™ w/ RobLaGesse @Kr8tr Chief Disruption Off@Rackspace http://t.co/bHaxGEcR #prodmgmt -9:50 AMJun 18th, 2012ProdMgmtTalk Join @JohnsonTC co-hosting todays#ProdMgmtTalk w/ RobLaGesse @Kr8tr Chief Disruption Officer@Rackspace http://t.co/1rU5bAth #prodmgmt -9:59AM Jun 18th, 2012ProdMgmtTalk Please visit our sponsor @AIPMM http://t.co/0vIzm4IA to find out about theProdBOK & upcoming webinars, trainings & offers! #prodmgmttalk -10:16 AM Jun 18th, 2012ProdMgmtTalk Intro to our speaker: Rob LaGesse @Kr8tr Chief DisruptionOfficer @Rackspace Serial Entrepr, Software Dev & Cust Junkie #prodmgmttalk -10:33 AM Jun18th, 2012ProdMgmtTalk Our speaker: Rob LaGesse @Kr8tr As the Chief Disruption Officer heads upsocial media efforts @Rackspace #prodmgmt #prodmgmttalk -10:34 AM Jun 18th, 2012ProdMgmtTalk our speaker: Rob LaGesse @Kr8tr passion taking care of customers: goes togreat lengths to do so #prodmgmttalk -10:34 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr talking about new release @Rackspace define "social support" teamof people caring for customers on any property #prodmgmttalk -10:35 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr group takes care of every internet property besides @Rackspace website - twitter,quora, forums 180K cust 35K followers #prodmgmttalk -10:36 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr says go where ever your customers are - theyre talking about youthere #cust #support #prodmgmttalk-10:36 AM Jun 18th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 3
  4. 4. Transcript from June 18, 2012: Global Product Management Talk Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace The Value of Fanatical Support™MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk @Kr8tr has team of 6 full time Lynx admins, Sr Support Engineers monitor social media24/7 "BE HELPFUL"#custserv #prodmgmt #prodmgmttalk -10:37 AM Jun 18th, 2012ProdMgmtTalk Our co-host Tim @JohnsonTC asked Where did @Kr8tr find engineers who wanted to do"social Support"? Answ: desire to serve #prodmgmttalk -10:38 AM Jun 18th, 2012ProdMgmtTalk Our co-host Tim @JohnsonTC #ProdMrktg expert & Author of "Its About Value"blog http://t.co/rT2JjCQ7 #prodmgmt #prodmgmttalk -10:40 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr said CTO of major company tweeted "not keeping up w/search demands" Calledhim on phone - found out he used bad plugins #prodmgmttalk -10:41 AM Jun 18th, 2012ProdMgmtTalk Next day, CTO wrote full blog post about how delighted he waswith @Rackspace support - @Kr8tr turned him around by listening #prodmgmttalk -10:41 AM Jun 18th, 2012ProdMgmtTalk Now: Value of Fanatical Support™ w/ Rob LaGesse @Kr8tr Chief DisruptionOfficer @Rackspace http://t.co/1rU5bAth #prodmgmttalk -10:42 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr says most companies only care about ROI - first 18 mos measured ROI oncustomer smiles & nothing else @Rackspace #prodmgmttalk -10:42 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr says head of company was Exec sponsor of creating social media @Rackspace -need senior leadership sponsor for success #prodmgmttalk -10:43 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr says must pick right people for #social support team - work 24/7 from 3:30 AM -talk to customers & #rackers #prodmgmttalk -10:44 AM Jun 18th, 2012ProdMgmtTalk Need to have realistic goals - wont drive revenue until have significant # of followers forsocial support #prodmgmt #social #prodmgmttalk -10:44 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr says gets followers from being helpful - only creates helpful content & wont sharemarketing fluff or push product #prodmgmttalk -10:45 AM Jun 18th, 2012ProdMgmtTalk @JohnsonTC says @Kr8tr is talking aligned with his blog Its aboutvalue http://t.co/WvaeoVSs #prodmrktg#prodmgmttalk -10:46 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr learned "never share the twitter password to company account with anyone"knowing whos saying what is important #soc #prodmgmttalk -10:47 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr built in-house tool for managing twitter accounts & uses separate applications forbiz & personal accounts #social #prodmgmttalk -10:48 AM Jun 18th, 2012ProdMgmtTalk Todays background resources:http://t.co/rdSM26bU Fanatical Support™ w/ RobLaGesse@Kr8tr Chief Disruption Off @Rackspace #prodmgmttalk -10:48 AM Jun 18th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 4
  5. 5. Transcript from June 18, 2012: Global Product Management Talk Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace The Value of Fanatical Support™MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Lessons: Dont overpromise to customers or bosses - set minimal enuf to still sellidea #social #mediastart small #prodmgmt #prodmgmttalk -10:49 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr said 3 yrs ago wouldnt believe how many on team & how much revenue driving -also do events, travel & speak alot #prodmgmttalk -10:50 AM Jun 18th, 2012ProdMgmtTalk Awesome: @Kr8tr tweets his personal phone number so customers can always find himso he can always help them #custserv #prodmgmttalk -10:51 AM Jun 18th, 2012ProdMgmtTalk Thank you to todays sponsor: Follow @AIPMM & visit http://t.co/0vIzm4IA for upcomingwebinars, trainings & news #prodmgmt #prodmgmttalk -10:52 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr welcomes customers & even just geeks who eventually become customers - hellmake personal comments to know them better #prodmgmttalk -10:53 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr listens to customers "broken coffee cups" sent a case of cups to customerunexpected - generated more than $12 results! #prodmgmttalk -10:54 AM Jun 18th, 2012ProdMgmtTalk WOW!!! @Kr8tr knew customer honeymooning in Hawaii & sent flowers & champagne totheir hotel from @Rackspace #prodmgmttalk -10:55 AM Jun 18th, 2012ProdMgmtTalk That customer now spending 100X more - not because of gift from @Rackspace, butbecause they grew & felt appreciated #prodmgmttalk -10:56 AM Jun 18th, 2012ProdMgmtTalk Outstanding! @Kr8tr knew customer broken down RV & got pizza delivered to them outon the road #custserv#prodmgmttalk -10:57 AM Jun 18th, 2012ProdMgmtTalk @JohnsonTC says obviously @Kr8tr had#custserv built into DNA @Rackspace frombeginning#prodmrktg #social #prodmgmttalk -10:58 AM Jun 18th, 2012ProdMgmtTalk Q: Who else besides technical people should be on support team? A: @Kr8tr says alsohave marketing people - but not his team #prodmgmttalk -10:59 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr hiring 100 PEOPLE per month - get 1000 resumes for every person they hire -hard to find Rackers passionate #prodmgmttalk -11:00 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr says internal hires already helping people - uses engineers so team can solvetechnical problems on the fly #prodmgmt #prodmgmttalk -11:01 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr extremely involved in marketing - he initiated partnering w/ startup incubators &excellerators & mentorships #startups #prodmgmttalk -11:01 AM Jun 18th, 2012ProdMgmtTalk @kr8tr very involved with #prodmrktg & hired@Scobleblog initially prior to himdoing #social #media#prodmgmttalk -11:02 AM Jun 18th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 5
  6. 6. Transcript from June 18, 2012: Global Product Management Talk Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace The Value of Fanatical Support™MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk our speaker: Rob LaGesse @Kr8tr initially hired as Director of Software Developmentfor @Rackspace Cloud #prodmgmt #prodmgmttalk -11:03 AM Jun 18th, 2012ProdMgmtTalk @kr8tr says most companies are "pushing" NOT "listening" - more companies dont dothis since #social media used by #PR #Mrktg #prodmgmttalk -11:04 AM Jun 18th, 2012ProdMgmtTalk Support focused people have different goals for #social media than #PR & # Mrktg#prodmgmttalk -11:04 AM Jun 18th, 2012ProdMgmtTalk @JohnsonTC asking tough questions: how do you measure #social support teamsuccess? #prodmgmt @Kr8tremotional pay by helping #prodmgmttalk -11:05 AM Jun 18th, 2012ProdMgmtTalk @Kr8tr team members reward is a happy customer - theyre intrinsically motivated tohelp to get onto team to begin with #prodmgmttalk -11:06 AM Jun 18th, 2012ProdMgmtTalk @kr8tr "my people arent motivated by trinkets, they want to change world one customerat a time. We keep it fun" @Rackspace #prodmgmttalk -11:07 AM Jun 18th, 2012ProdMgmtTalk @JohnsonTC asks What are impediments to other companies doing this with theirteam? #social #support #prodmgmttalk -11:08 AM Jun 18th, 2012ProdMgmtTalk @kr8tr says companies short sighted, dont know how to do it, afraid. Evry companyshould have #social support channel #prodmgmttalk -11:08 AM Jun 18th, 2012ProdMgmtTalk Example: Audi doesnt have #social support - primary goal of their channel is to drivesales. "Its important to separate" #prodmgmttalk -11:09 AM Jun 18th, 2012ProdMgmtTalk "If your web server is down & you go on twitter to complain, youre angry & in pain - youdont want to see an ad pop up" #prodmgmttalk -11:10 AM Jun 18th, 2012ProdMgmtTalk Manage account credentials closely to look & make sure you know whats going on withcustomers before you tweet - #prodmgmttalk -11:11 AM Jun 18th, 2012ProdMgmtTalk With 180K customers, likely at least 1 having a problem at any minute. @kr8tr lovestalking to angry customers#custserv #prodmgmttalk -11:12 AM Jun 18th, 2012ProdMgmtTalk @kr8tr feels a sense of accomplishment if he talks with angry customer & they feellistened to - become passionate customers #prodmgmttalk -11:12 AM Jun 18th, 2012ProdMgmtTalk @JohnsonTC says if customers arent calling you - theyre happy or not unhappy enuf tocall @kr8tr theyre calling competitors #prodmgmttalk -11:13 AM Jun 18th, 2012ProdMgmtTalk Advice from @kr8tr stick to "BE HELPFUL" in every instance & tweet. KNOW & Engagew/customers - dont talk AT them #custserv #prodmgmttalk -11:14 AM Jun 18th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 6
  7. 7. Transcript from June 18, 2012: Global Product Management Talk Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace The Value of Fanatical Support™MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Advice from @kr8tr "BE HUMAN" in all endeavors - dont pre-program any tweets, typedby humans in the moment for #custserv #prodmgmttalk -11:14 AM Jun 18th, 2012ProdMgmtTalk @JohnsonTC it aligns with your "NO Mabushi" ! Be human, provide value, listen, engage,dont sell, solve problems #prodmgmt #prodmgmttalk -11:15 AM Jun 18th, 2012ProdMgmtTalk Separate business & personal accounts. Its the corporate account, but its a human beingbehind that account that engages #prodmgmttalk -11:16 AM Jun 18th, 2012ProdMgmtTalk @kr8tr got title of Chief Disruption Officer because he fights for customers - wokechairman up at 3 AM to help customer #prodmgmttalk -11:17 AM Jun 18th, 2012ProdMgmtTalk Chairman gave @Kr8tr big lever to use - hell raise hell for customers & takes noprisoners. Takes time to build portfolio #prodmgmttalk -11:18 AM Jun 18th, 2012ProdMgmtTalk Thank you so much Rob @Kr8tr for speaking today! Now appreciate what Rackers are allexcited about! #social #support #prodmgmttalk -11:24 AM Jun 18th, 2012ProdMgmtTalk Also, I think that "product people" are also caring people regarding the quality & integrityof the products developed #prodmgmttalk -11:25 AM Jun 18th, 2012ProdMgmtTalk Thank you Tim @JohnsonTC for excellent co-hosting & great questions for todays talkw/ @Kr8tr #prodmgmttalk -11:25 AM Jun 18th, 2012JohnsonTC Thanks, Cindy. I had a blast RT @ProdMgmtTalk: Thank you Tim @JohnsonTC for co-hosting & great ?s for todays talk w/ @Kr8tr #prodmgmttalk -11:26 AM Jun 18th, 2012kr8tr Thanks guys for great talkProdMgmtTalk Thank you to our sponsor @AIPMM Upcoming webinar: Why AIPMM Membership BoostsYour Productivity http://t.co/fT1xCwnf #prodmgmt #prodmgmttalk -11:29 AM Jun 18th, 2012ProdMgmtTalk Listen iTunes http://t.co/j02TOPNR Android Apphttp://t.co/4owrgJup Follow Blogtalkradiofor reminders http://t.co/rgViu7aT #prodmgmttalk -11:30 AM Jun 18th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 7
  8. 8. Transcript from June 18, 2012: Global Product Management Talk Rob LaGesse @Kr8tr Chief Disruption Officer @Rackspace The Value of Fanatical Support™MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr Global Product Management TalkTM is a weekly mini-product camp Socraticdiscussion of pre-posted questions with live audio of thought leader and co-hostscommenting. Converse with us #prodmgmttalk http://bit.ly/i4EihK Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr Like Us on Facebook http://on.fb.me/lR0RNP Join Us on LinkedIn http://linkd.in/jRmwRx Speaker Schedule http://t.co/R3OL7BDj Listen on iTunes http://bit.ly/silH98 Android App http://bit.ly/tEeWFx Newsletter http://t.co/IVVFirUe Recaps http://bit.ly/slnpP2 Blog http://bit.ly/eOFmB6 Reach a global audience http://t.co/XTteZ8AW Follow for Reminders! http://bit.ly/nbw9Yr Crowdsourced content of live product, tech, startup & SF events http://bit.ly/JQoUpTFor Product Managers that don’t get a chance to leave their desk and participate in ProductTalks in person, we’ve brought Product Talks to you via podcast and twitter #prodmgmttalk _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 8

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