From product management to social product management Tom Grant, Ph.D. Senior Analyst Forrester Research P-Camp Austin Marc...
Forrester’s role-based strategy <ul><li>DIVISION: The Technology Industry Client Group </li></ul><ul><ul><li>DEPARTMENT: T...
Research topics <ul><li>The job </li></ul><ul><ul><li>EX: How SaaS shapes PM </li></ul></ul><ul><li>The deliverables </li>...
Complimentary Offer  <ul><li>For a copy of this presentation and to download your  free  Product Management & Marketing To...
Two sides of social media Requirements, MOAs, escalactions, innovation, personas, use cases, buying and adoption patterns ...
Agenda <ul><li>What’s missing? </li></ul><ul><li>How can social media help? </li></ul><ul><li>What does this mean for you?...
Agenda <ul><li>What’s missing? </li></ul><ul><li>How can social media help? </li></ul><ul><li>What does this mean for you?...
Questions <ul><li>How many of you think your requirements could be better? </li></ul><ul><li>What challenges do you face? ...
Traditional sources are flawed Top 3 Sources Customer meetings E-mail feedback from customers Bug reports Limitations A lo...
What are the biggest reqs. challenges? Not enough time to gather and incorporate real-world feedback before the product re...
The old medium was part of the problem YOU IT (or other company rep.) Target  user Stakeholder
The value of improving this information <ul><li>As the accuracy of requirements data increases… </li></ul><ul><ul><li>Risk...
Agenda <ul><li>What’s missing? </li></ul><ul><li>How can social media help? </li></ul><ul><li>What does this mean for you?...
SM have already changed the conversation YOU Target  user Stakeholder Talk less, listen more IT
Social media are where you pose questions PRODUCT- CENTRIC <ul><li>THE VENDOR  </li></ul><ul><li>Vendor-sponsored </li></u...
Social media can answer both <ul><li>Problem-centric </li></ul><ul><ul><li>Profiles of key roles </li></ul></ul><ul><ul><l...
If you can make social media work… <ul><li>More reliable information </li></ul><ul><ul><li>Collect data from a larger samp...
People vary on how they use SM GENERAL  POPULATION LAWYERS Creators Critics Collectors Joiners Spectators Inactives 5% 17%...
And when they use it Source: B2B North American and European B2B Social Technographics Online Survey, Q4 2008 CRM/SFA
You must pick the right venue Vendor  forums Vendor  innovation  sites Vendor  blogs Vendor  Wikis Vendor code  libraries ...
Archer innovates with their community Archer includes their community in the product development in very specific ways at ...
Nokia’s regular updates about QT roadmap Q1: Annual survey Q2: Learning survey Roadmap content and priorities Flesh out re...
Collabnet qualifies through community Collabnet’s product marketing team used community behavior as the basis for the lead...
Agenda <ul><li>What’s missing? </li></ul><ul><li>How can social media help? </li></ul><ul><li>What does this mean for you?...
The work of PM changes <ul><li>Research (inc. requirements) gets more attention </li></ul><ul><ul><li>Other tasks, such as...
The work of PM changes <ul><li>New criteria for product decision-making </li></ul><ul><ul><li>EX: Has the community voted ...
New methodology needed PERSONA LOCATION OPTIONS Who is the target user or stakeholder? What problems do they face? What ta...
Ask clear questions PRODUCT- CENTRIC Prioritization Invention Design Roadmap Competition PROBLEM- CENTRIC Persona Solution...
Another force for clarity & specialization MARKET / CUSTOMER INSIGHTS Product manager Product marketer Technical product m...
Thank you <ul><li>Name </li></ul><ul><li>+1 650.581.3846  </li></ul><ul><li>[email_address] </li></ul><ul><li>www.forreste...
Questions?
please thank our sponsors
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From Product Management To Social Product Management

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Tom Grant's presentation on how social media changes product management and product marketing, with an emphasis on the inbound aspects of PM.

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From Product Management To Social Product Management

  1. 1. From product management to social product management Tom Grant, Ph.D. Senior Analyst Forrester Research P-Camp Austin March 27, 2010
  2. 2. Forrester’s role-based strategy <ul><li>DIVISION: The Technology Industry Client Group </li></ul><ul><ul><li>DEPARTMENT: The Technology Product Management & Marketing Team </li></ul></ul><ul><ul><ul><li>ANALYSTS: Yours Truly </li></ul></ul></ul><ul><ul><ul><ul><li>Research </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Inquiries </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social media </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Consulting </li></ul></ul></ul></ul>
  3. 3. Research topics <ul><li>The job </li></ul><ul><ul><li>EX: How SaaS shapes PM </li></ul></ul><ul><li>The deliverables </li></ul><ul><ul><li>EX: Big changes to product launches </li></ul></ul><ul><li>The processes </li></ul><ul><ul><li>EX: Using social media to make better product decisions </li></ul></ul><ul><li>The context </li></ul><ul><ul><li>EX: Agile adoption in the tech industry </li></ul></ul>
  4. 4. Complimentary Offer <ul><li>For a copy of this presentation and to download your free Product Management & Marketing Toolkit, visit www.forrester.com/pcampaustin </li></ul><ul><li>Toolkit includes: </li></ul><ul><li>3 pieces of free research </li></ul><ul><li>1 hour-long recorded Webinar “2010 Priorities for B2B Tech Community Marketing” </li></ul>
  5. 5. Two sides of social media Requirements, MOAs, escalactions, innovation, personas, use cases, buying and adoption patterns Product marketing, campaigns, launches, etc. LISTEN EMBRACE SUPPORT TALK ENERGIZE SPREAD INBOUND OUTBOUND
  6. 6. Agenda <ul><li>What’s missing? </li></ul><ul><li>How can social media help? </li></ul><ul><li>What does this mean for you? </li></ul>
  7. 7. Agenda <ul><li>What’s missing? </li></ul><ul><li>How can social media help? </li></ul><ul><li>What does this mean for you? </li></ul>
  8. 8. Questions <ul><li>How many of you think your requirements could be better? </li></ul><ul><li>What challenges do you face? </li></ul>
  9. 9. Traditional sources are flawed Top 3 Sources Customer meetings E-mail feedback from customers Bug reports Limitations A lot of work for a small sample May talk to the wrong user Not the customers you don’t have Incidental after-effects Your language, not the user’s Not the customers you don’t have Incidental after-effects Technical issues, not use cases Not the customers you don’t have Source: June 16, 2008, “Improving Your Product Management Tools”
  10. 10. What are the biggest reqs. challenges? Not enough time to gather and incorporate real-world feedback before the product release. Not enough or inaccurate information. Decision-makers who trivialize or ignore information that challenges their preferred assumptions or outcomes. Difficulties in keeping requirements information up to date. Insufficient insight into the user's, buyer's, or implementer's point of view. Increase the speed of collection, while lowering its cost. Increase the breadth, depth, and reliability of information. Use data to increase leverage over product decision-making. Make research into customers and markets an ongoing activity. Use sources of information from customers, by customers, about customers CHALLENGE FIX Source: Requirements in the technology industry, 2009 survey, published results forthcoming
  11. 11. The old medium was part of the problem YOU IT (or other company rep.) Target user Stakeholder
  12. 12. The value of improving this information <ul><li>As the accuracy of requirements data increases… </li></ul><ul><ul><li>Risk of slip decreases </li></ul></ul><ul><ul><li>Cost of development decreases </li></ul></ul><ul><ul><li>Complexity and overhead decrease </li></ul></ul><ul><ul><li>Product appeal increases </li></ul></ul><ul><ul><li>Revenue and adoption increase </li></ul></ul><ul><ul><li>Decision-making faster and more </li></ul></ul>
  13. 13. Agenda <ul><li>What’s missing? </li></ul><ul><li>How can social media help? </li></ul><ul><li>What does this mean for you? </li></ul>
  14. 14. SM have already changed the conversation YOU Target user Stakeholder Talk less, listen more IT
  15. 15. Social media are where you pose questions PRODUCT- CENTRIC <ul><li>THE VENDOR </li></ul><ul><li>Vendor-sponsored </li></ul><ul><li>Allow communication about products and services </li></ul><ul><li>May be public or private </li></ul>PROBLEM- CENTRIC <ul><li>THE CUSTOMER </li></ul><ul><li>Independent </li></ul><ul><li>Often discuss role first, technology second </li></ul><ul><li>Predominantly public </li></ul>
  16. 16. Social media can answer both <ul><li>Problem-centric </li></ul><ul><ul><li>Profiles of key roles </li></ul></ul><ul><ul><li>Deeper insight into business problems and processes </li></ul></ul><ul><ul><li>Solution architecture </li></ul></ul><ul><li>Product-centric </li></ul><ul><ul><li>Product feedback </li></ul></ul><ul><ul><li>Idea generation </li></ul></ul><ul><ul><li>Prioritization </li></ul></ul>
  17. 17. If you can make social media work… <ul><li>More reliable information </li></ul><ul><ul><li>Collect data from a larger sample </li></ul></ul><ul><ul><li>Collect data from a more representative sample </li></ul></ul><ul><ul><li>Collect data at a lower opportunity cost </li></ul></ul><ul><li>More effective insights </li></ul><ul><ul><li>Get direct access to target users and stakeholders </li></ul></ul><ul><ul><li>Observe users in their natural state </li></ul></ul><ul><ul><li>Make decisions faster </li></ul></ul><ul><ul><li>Think bigger </li></ul></ul>
  18. 18. People vary on how they use SM GENERAL POPULATION LAWYERS Creators Critics Collectors Joiners Spectators Inactives 5% 17% 11% 22% 43% 49% 14% 16% 11% 13% 49% 46% Source: B2B North American and European B2B Social Technographics Online Survey, Q4 2008
  19. 19. And when they use it Source: B2B North American and European B2B Social Technographics Online Survey, Q4 2008 CRM/SFA
  20. 20. You must pick the right venue Vendor forums Vendor innovation sites Vendor blogs Vendor Wikis Vendor code libraries Vendor networking Vendor subscription Independent forums Micro- blogging Independent blogs Independent networking Social bookmarking Open source projects Independent code libraries Collaborative aggregation PRODUCT PROBLEM
  21. 21. Archer innovates with their community Archer includes their community in the product development in very specific ways at each point in the process.
  22. 22. Nokia’s regular updates about QT roadmap Q1: Annual survey Q2: Learning survey Roadmap content and priorities Flesh out requirements and design details Q3: Validation tour Q4: Developer Days Make corrections and refinements, based on customer/partner feedback Go to market
  23. 23. Collabnet qualifies through community Collabnet’s product marketing team used community behavior as the basis for the lead qualification algorithm.
  24. 24. Agenda <ul><li>What’s missing? </li></ul><ul><li>How can social media help? </li></ul><ul><li>What does this mean for you? </li></ul>
  25. 25. The work of PM changes <ul><li>Research (inc. requirements) gets more attention </li></ul><ul><ul><li>Other tasks, such as project management, get less </li></ul></ul><ul><li>Some research becomes more regular </li></ul><ul><ul><li>EX: Personas, task analysis, market analysis </li></ul></ul><ul><li>PMs must be poised to answer questions rapidly </li></ul><ul><ul><li>EX: Critical design decision, reality check needed </li></ul></ul>
  26. 26. The work of PM changes <ul><li>New criteria for product decision-making </li></ul><ul><ul><li>EX: Has the community voted on this idea? </li></ul></ul><ul><li>New skills needed </li></ul><ul><ul><li>EX: What is a statistically significant number of customer requests? </li></ul></ul><ul><li>Other resources may be needed </li></ul><ul><ul><li>EX: Requirements tool, listening platforms, access to CRM for win/loss information </li></ul></ul>
  27. 27. New methodology needed PERSONA LOCATION OPTIONS Who is the target user or stakeholder? What problems do they face? What tasks do they perform? How do people in this demographic use social media? Where can I find them? What is the question that we want to pose? What are the options among which we’re choosing? TEST How do we get a credible, actionable answer?
  28. 28. Ask clear questions PRODUCT- CENTRIC Prioritization Invention Design Roadmap Competition PROBLEM- CENTRIC Persona Solution Market Innovation “ What % of the functionality that role X needs to perform task Y are we delivering in the next release?” “ What are the top 5 challenges facing role X? How do people in this role address them?”
  29. 29. Another force for clarity & specialization MARKET / CUSTOMER INSIGHTS Product manager Product marketer Technical product manager Community manager Product owner Release manager Sales support Senior product something something NEW SOCIAL MEDIA TASKS Source: Tech Product Management/Marketing Job And Department Profiler, October 1, 2009
  30. 30. Thank you <ul><li>Name </li></ul><ul><li>+1 650.581.3846 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.forrester.com </li></ul><ul><li>Blogs.forrester.com/tom_grant </li></ul><ul><li>Blogs.forrester.com/product_management </li></ul><ul><li>@TomGrantForr </li></ul>
  31. 31. Questions?
  32. 32. please thank our sponsors

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