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PCA8 Presentation at PCampAustin Feb 18, 2012
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  • Please retweet: Chronological Transcript of tweets from #pcatx @PCAustin 8 http://bit.ly/AxERcq #prodmgmt #prodmgmttalk by @prodmgmttalk
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  • Slide Notes:
    2. Please thank our sponsors in person for keeping ProductCamp FREE! And thank you to AIPMM for sponsoring this presentation!

    3. The 'Global Product Management Talk' was initially conceived as a virtual forum where people who manage products situated globally could interact in real time with product management thought leaders. The Global Product Management Talk raises the bar for what is possible to accomplish in a real time, open platform event on Twitter by encouraging participants to expand their knowledge base with each event, utilize new products in real time as we introduce and beta test various products for participating, enable participants to showcase their knowledge and share resources, and crowdsource educational content for product people to stay apprised of new developments, thinkers, and events in the practice of managing products from inception to market and innovation.
    Mission:
    - Engage Product people in regularly scheduled, real-time discussion
    - Showcase Product Management experts, speakers, bloggers, thought leaders and practitioners
    - Evangelize, Product related job titles as exciting, challenging rewarding career endeavors
    - Raise important issues that all Product Management professionals confront
    - Extend shared resources across industries and borders
    - Facilitate on-going dialogue, networking, mentoring support beyond weekly events
    - Enable global community around product management knowledge
    - Educate, defend the value of the product professional

    4. Everyone is throwing information at you in-person today and daily online.

    Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.

    What is the most valuable information you want to take away from spending time together?

    Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!

    Every interaction is an opportunity to learn, to give, to sell!

    5. “The qualities that make Twitter seem inane and half-baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author

    6. Concise: A tweet is limited to 140 characters.
    Be terse. Develop and share content that is precise, short, laser focused, intentional, informative and interesting.

    DETAILS:
    Be concise: Read your tweet before you send it – are there any words which can be made smaller? Why say ‘procure’ when ‘get’ will do? Can you use symbols to get your message across? Use & instead of saying ‘and’, or % instead of ‘per cent’ for eg.

    Remember to leave some free space for someone to retweet your message, just in case ;-)

    8. Be open to discovering the value of your product from others’ perspectives

    10. Twitter works across all platforms, operating systems and devices.

    Tweets are viewable from Twitter website, mobile apps, SMS/text messages, Facebook and LinkedIn status updates.
    Design from inception to be accessible to users at their convenience, on their devices, on-demand.

    Product positioning and messaging should be integrated across all media to guarantee consistency and trustworthiness. Then the messages can be optimized to take advantage of the strengths of each platform, and targeted to emphasize the unique value for each audience.

    11. Definition: the ability of a system/network/process to grow quickly and/or gracefully accommodate and facilitate spikes in growth.
    Create messaging that easily grows and extends reach using Frequently Asked Questions (FAQs) glossaries and other tools.

    Be sure to include key words optimized for search engines.
    Incentivize your audience to add content with customer support forums and discussions as well as forms for customer supplied testimonials and case studies plus easy access to wikis and blogs.
    Crowdsource and bundle content for on-demand reading, create product related hashtags for twitter chats and capture audience tweets into transcripts.

    12. Search Twitter for product related terms, issues and events.
    Create and follow networks of your target audience and market space.
    At this point you will be able to identify thought leaders, prominent bloggers and competitors to follow and analyze their behavior and connections.
    You can also use Twitter lists to categorize tweeters in a specific category, or by individual topics.

    Twitter Search
    Use https://twitter.com/#!/search-home

    You've probably heard of TwitterSearch but, more than likely, you aren't using it correctly.

    New media expert Thomas Baekdal offers a number of little-known tips for using TwitterSearch.

    For instance, to see what people are saying about your competitors, search with to:competitor or from:competitor. Replace 'Competitor' with that company's Twitter handle.

    To uncover top trending topics search that topic plus –rt filter:links.
    For example, 'digital marketing-rt filter:links'. That code will remove all of the retweets from the search.

    13. Tweet valuable information worth re-tweeting at optimal times to promote product lines, provide incentives, rewards, invitations, and share industry news.

    Here is a sample:
    “Please retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”.

    Remember to employ URL shorteners to save space, such as bit.ly or tinyurl.com.

    If you attach #hashtags of keywords, you will increase the likelihood of your tweet being indexed by Twitter search

    14. This is an effective format for a tweet that communicates and contributes value

    15. Identify tweeting behavior patterns and determine metrics.

    Study how timing and headlines affect retweets
    Label “Favorites” to save highlights and testimonials
    Monitor “Follower count” to measure distribution power
    Track the number of “@Replies” to measure community engagement
    Utilize URL shorteners that provide additional data & analytics, such as Bit.ly, http://clicky.me, cli.gs, ow.ly to cut URLs down to 7 or 8 characters.

    http://traackr.com/
    One simple way to find and follow people who are influential in your space is to use Traackr. It allows you to identify the 'authorities' in your industry who can mean the most to your business or your client's.

    What's also useful about Traackr is that you can watch how social media leaders are responding and contributing to content you are sharing. An ad agency, for example, can see who it should target to help social media campaigns get off the ground, build its engagement strategies based upon Traackr's unique intelligence and then see results of those campaigns.

    16. Everyone is throwing information at you today and online.

    Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.

    What is the most valuable information you want to take away from spending time together?

    Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!

    Every interaction is an opportunity to learn, to give, to sell!

    17. Please thank our sponsors in person for keeping ProductCamp FREE!
    Are you sure you want to
    Your message goes here
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