Your SlideShare is downloading. ×
Listen to the Market
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Listen to the Market

1,119
views

Published on

Social Insights: Use Social Media for Research to improve your position in the market.

Social Insights: Use Social Media for Research to improve your position in the market.


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,119
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • This is the town hall/interactive part of the session.
  • Tell the WSJ Twitter story --- that’s what happens when you are being reactive >>>
  • Not just the owner issue – it’s the tool issue
  • So with all of these fuzzy area’s – it begs the question ---
  • This is the town hall/interactive part of the session.Intuit did $19m on community driven features - productDell $3M in Twitter sales – placementEtsy – promotion
  • So something is clearly broken – we heard about it this morning – what is social media, how do you use it market -- social media is a bunch of stuff. --- BUT THERE IS ONE TRUTH
  • So based on this graphic it appears that gartner and forrester have all the cool concept graphs/quadrantsClick --- but the reality is product managers, marketing folk, support people and sales people are using social technologies to be more effective, be more productive and make better products.
  • This is interesting – but I see a bunch of pm’s using twitter – I mean we have our own hash tags
  • So – then we must all being using it right? Let’s see what we really think about twitter/
  • If you think about twitter and marketing, one of the best references is a company right here in town – well round rock.
  • To take us full circle, if you are tactical and looking to address the inbound requests/ or being reactive – you will just be creating stuff and moving on.
  • Frank StrongMonitored multiple media typesNews: 22,000 articlesBlogs: 2,500 blogs, 14,000 postesSocial Media: 230,000 referencesMonitoring ContextWhere are they talking about our product?What are they saying?Who are the key influencers shaping the discussion?
  • Is the network really a differentiator?Is it worth switching to VRZN if I just renewed with AT&T?Is the data plan similar to AT&T or not?
  • Google makes it easy
  • Transcript

    • 1. Social Insights
      Listen to the Voice of the Market
      Improve Your Position in the Market
      Jon Gatrell
      @spatially
      Pragmatic Marketing
      w: www.pragmaticmarketing.com
      b: www.spatiallyrelevant.org
    • 2. The Marketing Reality
    • 3. The New
      Good Stuff
    • 4.
    • 5.
    • 6.
    • 7.
    • 8. Who’s the Owner?
    • 9. B2B Marketing and Social Tools Lifecycle
      .
      .
      .
      Everyone’s Using it
      Not sure how to use for my job
      .
      .
      It’s just a time sink
      My CEO read about this
      This thing on the airplane
      COOL FACTOR
      .
      I read about this thing on
      on this blog, looks interesting
      Maybe the next thing is better
      WHY DID I THINK THIS WOULD WORK?
    • 10. What is a Social Product?
    • 11.
    • 12.
      ……the world is becoming too fast, too complex and too networked for any company to have all the answers inside.

      YochaiBenkler
    • 13. Going Social: From Sale to Service
    • 14. Top 5 Uses of Social Media
      Optix 2010 Social Media Survey
    • 15. Product Management Usage of Social Media
    • 16. What is The Influence of Social Media on your
      go-to-market Activities?
      Considered
      but not a significant factor
      None
      40%
      51%
      Major part of the program
      9%
      Source: 2009 - 2010 Pragmatic Marketing Survey
    • 17. Yes, for the company
      (as an individual or as the company)
      Do You Use Twitter?
      11%
      No
      Yes, Personally
      62%
      27%
      Source: 2009 - 2010 Pragmatic Marketing Survey
    • 18. #prodmgmt
      #pcampmn
      #prodmktg
    • 19. What Do We Really Think About Twitter?
      The Valley is again pulling the wool over the world’s eyes. We’ve learned nothing from the late 90’s!
      Only experimenting at present
      @prdmgttype90210
      @dontweeverlearn2012
      A nuisance perpetuated by the self-absorbed
      It makes my eyes bleed
      @notbuyingitforPM
      @surlypm.noreallysurlypm
      @pmpotential: Twitter as a marketing tool has very interesting potential
      @planningpm:Will use more in 2010 for products
      Names are changed to protect the innocent
      Source: 2009-2010 Pragmatic Marketing Survey
    • 20.

      Twitter is a nonstop feedback loop
      Richard Binhammer
    • 21. Optix 2010 Social Media Survey
    • 22. So why aren’t we more social as Product folk?
    • 23. BusinessPlan
      MarketingPlan
      Positioning
      Pricing
      Market Problems
      Customer Acquisition
      BuyingProcess
      Market Definition
      Buy, Build or Partner
      Win/Loss Analysis
      Customer Retention
      Buyer Personas
      Distribution Strategy
      Product Profitability
      Distinctive Competence
      Program Effectiveness
      UserPersonas
      Product Portfolio
      Strategic
      Tactical
      Strategic
      Tactical
      Business
      Market
      Programs
      Planning
      Strategy
      Support
      Readiness
      Business
      Market
      Programs
      Planning
      Strategy
      Support
      Readiness
      Innovation
      Competitive Landscape
      LaunchPlan
      Requirements
      Product Roadmap
      Presentations & Demos
      SalesProcess
      Technology Assessment
      Thought Leadership
      UseScenarios
      “Special”Calls
      Collateral
      Lead Generation
      Status Dashboard
      EventSupport
      SalesTools
      Referrals & References
      ChannelSupport
      Channel Training
      © 1993-2011 Pragmatic Marketing, Inc. All rights reserved.
    • 24. Source: MS&L/PRWeek 2009 Social Media Survey
    • 25.
      Nothing will ever be attempted if all possible objections must be first overcome.

      Samuel Johnson
    • 26. Social Media in Product Management
      BusinessPlan
      MarketingPlan
      Positioning
      Others?
      Pricing
      Market Problems
      Customer Acquisition
      BuyingProcess
      Market Definition
      Buy, Build or Partner
      Win/Loss Analysis
      Customer Retention
      Buyer Personas
      Distribution Strategy
      Product Profitability
      Distinctive Competence
      Program Effectiveness
      UserPersonas
      Product Portfolio
      Strategic
      Tactical
      Strategic
      Tactical
      Business
      Market
      Programs
      Planning
      Strategy
      Support
      Readiness
      Business
      Market
      Programs
      Planning
      Strategy
      Support
      Readiness
      Innovation
      Competitive Landscape
      LaunchPlan
      Requirements
      Product Roadmap
      Presentations & Demos
      SalesProcess
      Technology Assessment
      Thought Leadership
      UseScenarios
      “Special”Calls
      Collateral
      Lead Generation
      Status Dashboard
      EventSupport
      SalesTools
      Referrals & References
      ChannelSupport
      Channel Training
      © 1993-2011 Pragmatic Marketing, Inc. All rights reserved.
    • 27. Be part of the 34%
      Source: MS&L/PRWeek 2009 Social Media Survey
    • 28.
      Networks don’t have people, people have networks

      DemienEntrekin
    • 29. Do You Have a Social Media Strategy?
      Optix 2010 Social Media Survey
    • 30.
    • 31.
    • 32. Social Media should be a market leveraged for Market Insights
    • 33. Synthesize Social: Find the Patterns
    • 34. @VOCUS: Verizon iPhone Launch Monitoring
      SOURCE: Pragmatic Marketing March Newsletter
      http://www.pragmaticmarketing.com/publications/topics/11/what-media-monitoring-can-teach-us-about-product-launches
    • 35. Are people talking about our product?
    • 36. Where are they talking about the product?
    • 37. What are they saying?
    • 38. #buyers
      #customers
      #prodmktg
      #competition
      #partners
      #peers
      #prodmgmt
      1
      Find
      http://www.flickr.com/photos/cctwebteam/1732901151/
    • 39. http://www.flickr.com/photos/dullhunk/3389581452/sizes/o/
    • 40. Listen
      2
    • 41. http://www.flickr.com/photos/niclindh/1389750548/sizes/o/
    • 42. 3
      Learn
      http://www.flickr.com/photos/wfryer/2516648940/sizes/o/
    • 43.
    • 44.
      and build better products
      If you aren’t using social media
      to become a better company,
      you aren’t using it right.

      olivieralainblanchard
      @thebrandbuilder
    • 45. THANKS!
      Jon Gatrell
      @spatially
      Pragmatic Marketing
      w: www.pragmaticmarketing.com
      b: www.spatiallyrelevant.org