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No Such Thing As Social Products

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With all the focus on social media and the opportunities it affords organizations, there is still very little traction in many sectors and roles. While marketing and communications, pr and other …

With all the focus on social media and the opportunities it affords organizations, there is still very little traction in many sectors and roles. While marketing and communications, pr and other functional groups in technology companies have rapidly embraced social platforms and tactics, the evidence indicates that the majority of Product Managers are less likely to use social options to improve products, engage the market and identify new problems to solve with their solutions. This session will examine the state of product management and social media, while identifying 3 key takeaways which you can put in practice tomorrow to improve your understanding of buyers, your customers and the problems waiting to be solved.

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  • 1. There’s No Such Thing as a Social Product Only Social Product Managers Jon Gatrell @spatially Pragmatic Marketing
  • 2. The New Good Stuff
  • 3. B2B Marketing and Social Tools Lifecycle . . Everyone’s Using it . Not sure how to use for my job . COOL FACTOR It’s just a time sink . My CEO read about this This thing on the airplane . I read about this thing on on this blog, looks interesting Maybe the next thing is better WHY DID I THINK THIS WOULD WORK?
  • 4. ……the world is becoming too fast, too complex and too networked for any company to have all the answers inside.
  • 5. Considered but not a significant None factor 40% 51% Major part of the program 9% Source: 2009 - 2010 Pragmatic Marketing Survey
  • 6. Yes, for the company (as an individual or as the company) 11% No Yes, 62% Personally 27% Source: 2009 - 2010 Pragmatic Marketing Survey
  • 7. #prodmgmt #pca10 #agile
  • 8. The Valley is again pulling the wool Only experimenting at present over the world’s eyes. We’ve learned nothing from the late 90’s! @prdmgttype90210 @dontweeverlearn2012 A nuisance perpetuated by the self- It makes my eyes bleed absorbed @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
  • 9. Twitter is a nonstop feedback loop
  • 10. Business Marketing Positioning Plan Plan Market Market Buying Customer Pricing Problems Definition Process Acquisition Win/Loss Distribution Buy, Build Buyer Customer Analysis Strategy or Partner Personas Retention Distinctive Product Product User Program Competence Portfolio Profitability Personas Effectiveness Strategic Tactical Tactical Market Strategy Business Planning Programs Readiness Support Competitive Product Launch Sales Presentations Innovation Requirements Landscape Roadmap Plan Process & Demos Technology Use Thought “Special” Collateral Assessment Scenarios Leadership Calls Status Lead Sales Event Dashboard Generation Tools Support Referrals & Channel Channel References Training Support © 1993-2010 Pragmatic Marketing, Inc. All rights reserved.
  • 11. Source: MS&L/PRWeek 2009 Social Media Survey
  • 12. Nothing will ever be attempted if all possible objections must be first overcome.
  • 13. Business Marketing Positioning Plan Plan Market Market Buying Customer Pricing Problems Definition Process Acquisition Win/Loss Distribution Buy, Build Buyer Customer Analysis Strategy or Partner Personas Retention Distinctive Product Product User Program Competence Portfolio Profitability Personas Effectiveness Strategic Tactical Tactical Market Strategy Business Planning Programs Readiness Support Competitive Product Launch Sales Presentations Innovation Requirements Landscape Roadmap Plan Process & Demos Technology Use Thought “Special” Collateral Assessment Scenarios Leadership Calls Status Lead Sales Event Dashboard Generation Tools Support Referrals & Channel Channel References Training Support © 1993-2010 Pragmatic Marketing, Inc. All rights reserved.
  • 14. Be part of the 34% Source: MS&L/PRWeek 2009 Social Media Survey
  • 15. Networks don’t have people, people have networks
  • 16. The rush to start using the tools should not outweigh the need to formulate a social media strategy
  • 17. #buyers #customers #competition Find #partners #peers #prodmgmt http://www.flickr.com/photos/cctwebteam/1732901151/
  • 18. http://www.flickr.com/photos/dullhunk/3389581452/sizes/o/
  • 19. Listen
  • 20. http://www.flickr.com/photos/niclindh/1389750548/sizes/o/
  • 21. Learn http://www.flickr.com/photos/wfryer/2516648940/sizes/o/
  • 22. While we ponder when to begin, it becomes too late.

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