Social Media:
Product Marketing Solutions
        Shankar Saikia
        March 20, 2010
March 20, 2010   2
March 20, 2010   3
Topics
    Product Marketing Goals

    Social Media: Explanation & Benefits

    Social Media Product Marketing Solutions...
March 20, 2010   5
Product Marketing Goals




March 20, 2010                             6
Product Marketing Goals




March 20, 2010                             7
March 20, 2010   8
What is Social Media?




March 20, 2010                           9
What Makes Social Media Different

                 Content: Community creates


                 Conversation: 2-way

   ...
Viral Distribution

                                          HOW TO MAKE VIRAL?
                                         ...
Viral Distribution

                                          YOU




        YOUR FOLLOWERS’          YOUR
          FOLL...
Examples of Social Media
  Blog                 Microblog               Social Network




  Video                        ...
Benefits for Product Marketing:
                           Blog
                                       Blogs enable easy
 ...
Corporate Blog Example
                             http://googleblog.blogspot.com/




March 20, 2010                    ...
Benefits For Product Marketing:
                       Twitter
                                      Twitter enables
     ...
Corporate Twitter Account Example




                   http://twitter.com/google/




March 20, 2010                    ...
Benefits For Product Marketing:
                       Facebook Facebook enables
                                       ce...
Corporate Facebook Fan Page Example

                  http://www.facebook.com/Google#!/Google




March 20, 2010         ...
Benefits For Product Marketing:
                      Youtube

                                   Youtube enables

       ...
Corporate Youtube Channel Example

                    http://www.youtube.com/user/Google




March 20, 2010              ...
Benefits For Product Marketing:
                        LinkedIn
                                      LinkedIn profile
  ...
Corporate LinkedIn Group Example

                        http://bit.ly/dzTlwR




March 20, 2010                         ...
March 20, 2010   24
March 20, 2010   25
Product Marketing Business Processes:
             Examples
   Generate Sales Leads

   Analyze Competition

   Respond to...
Example Business Process 1:
                    Generate Sales Leads
                                                     ...
Example Business Process 2:
                     Educate Customers
                                                  TOOLS...
March 20, 2010   29
Sample ROI
 Process = Educate Customers

 Benefits:
 -Engage more customers
 -Build closer relationships

 How to Calculat...
ROI Measurement: Blog Metrics


                       1. LOCATION
                       2. TIME
                       3...
ROI Measurement: Twitter Metrics
             ANALYZE TWEETS
             www.twittercounter.com




                     ...
ROI Measurement: Facebook Metrics

                 Facebook Insights   1. INTERACTIONS
                                  ...
ROI Measurement: Youtube Metrics


                      1. SOURCES OF VIEWERS
                      2. TIMELINE
         ...
ROI Measurement: LinkedIn Metrics
                 Contacts  Network Statistics




                                     ...
March 20, 2010   36
Next Steps
           1.Designate internal social media
             champion
           2.Get 1 or 2 people trained on so...
Summary
         • Focus on business process
           improvements
         • Social media provides new
           commu...
March 20, 2010   39
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Social Media: Product Marketing Solutions

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This document introduces our consulting offering "Social Media: Product Marketing Solutions."

For more information e-mail info@digitalsalespro.com or call +1.415.728.1257 or visit http://www.digitalsalespro.com

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Social Media: Product Marketing Solutions

  1. 1. Social Media: Product Marketing Solutions Shankar Saikia March 20, 2010
  2. 2. March 20, 2010 2
  3. 3. March 20, 2010 3
  4. 4. Topics Product Marketing Goals Social Media: Explanation & Benefits Social Media Product Marketing Solutions Return on Investment (ROI) Recommendations March 20, 2010 4
  5. 5. March 20, 2010 5
  6. 6. Product Marketing Goals March 20, 2010 6
  7. 7. Product Marketing Goals March 20, 2010 7
  8. 8. March 20, 2010 8
  9. 9. What is Social Media? March 20, 2010 9
  10. 10. What Makes Social Media Different Content: Community creates Conversation: 2-way Audience: Digital (online + mobile) Distribution: Viral March 20, 2010 10
  11. 11. Viral Distribution HOW TO MAKE VIRAL? 1. Web-based 2. Web customers 3. Free 4. Built-in virality (easy to spread) 5. Network effects (Adapted from: “Viral Loop” by Adam Penenberg) Source: Wired magazine March 20, 2010 11
  12. 12. Viral Distribution YOU YOUR FOLLOWERS’ YOUR FOLLOWERS FOLLOWERS March 20, 2010 12
  13. 13. Examples of Social Media Blog Microblog Social Network Video Professional Network March 20, 2010 13
  14. 14. Benefits for Product Marketing: Blog Blogs enable easy Connect directly to viewing of content RESULT: more customers viewers Blogs facilitate Communicate in expression of authentic voice genuineness RESULT: more viewers Useful content Enhance credibility increases trustworthiness RESULT: more viewers March 20, 2010 14
  15. 15. Corporate Blog Example http://googleblog.blogspot.com/ March 20, 2010 15
  16. 16. Benefits For Product Marketing: Twitter Twitter enables viral distribution Distribute content RESULT: more viewers Twitter Receive & Send communicates in instantly real-time RESULT: faster distribution Receive & Send Twitter enables sending links advice RESULT: increased credibility leads to more followers March 20, 2010 16
  17. 17. Corporate Twitter Account Example http://twitter.com/google/ March 20, 2010 17
  18. 18. Benefits For Product Marketing: Facebook Facebook enables centralized content sharing Build audience RESULT: one-stop shop for updates Facebook communicates in Update instantly real-time RESULT: faster content distribution Facebook’s Get feedback centralized content RESULT: quick responses leads to better reputation March 20, 2010 18
  19. 19. Corporate Facebook Fan Page Example http://www.facebook.com/Google#!/Google March 20, 2010 19
  20. 20. Benefits For Product Marketing: Youtube Youtube enables Entertain visual content RESULT: more viewers Youtube how-to content provides Educate valuable info RESULT: more viewers March 20, 2010 20
  21. 21. Corporate Youtube Channel Example http://www.youtube.com/user/Google March 20, 2010 21
  22. 22. Benefits For Product Marketing: LinkedIn LinkedIn profile enhances reputation Professional image RESULT: more credibility LinkedIn groups Learn best enable content sharing practices RESULT: improve productivity LinkedIn company Recruit profile enhances reputation RESULT: improve human capital March 20, 2010 22
  23. 23. Corporate LinkedIn Group Example http://bit.ly/dzTlwR March 20, 2010 23
  24. 24. March 20, 2010 24
  25. 25. March 20, 2010 25
  26. 26. Product Marketing Business Processes: Examples Generate Sales Leads Analyze Competition Respond to Request For Competitor ‘s Product Educate Customer Inform Prospects Gather Product Requirements Research Market Requirements March 20, 2010 26
  27. 27. Example Business Process 1: Generate Sales Leads TOOLS USED: 1. Google Insight 2. Twitter Search 3. Blog Search Research Market Market search & Identify Identify to to social locations audience location audience media March 20, 2010 27
  28. 28. Example Business Process 2: Educate Customers TOOLS USED: 1. Wordpress 2. Twitter 3. Facebook (optional) 4. Youtube (optional) Distribute Setup Setup Invite Measure blog product Twitter Customer Customer updates blogs account To Twitter Response on Twitter March 20, 2010 28
  29. 29. March 20, 2010 29
  30. 30. Sample ROI Process = Educate Customers Benefits: -Engage more customers -Build closer relationships How to Calculate ROI: -Calculate revenue from existing customers before implementing process -Calculate revenue from existing customers after implementing process -Divide incremental income by cost of establishing process Example: Revenue Increase = $2 million (assuming 0.2% for $1 billion product line) Incremental Income = $200,000 (assuming 10% net margin) Cost of process implementation = $20,000 Incremental Income / Cost = 1000% !! March 20, 2010 30
  31. 31. ROI Measurement: Blog Metrics 1. LOCATION 2. TIME 3. CONTENT VIEWED 4. VIEWER DEMOGRAPHICS 5. SOURCE OF CONTENT March 20, 2010 31
  32. 32. ROI Measurement: Twitter Metrics ANALYZE TWEETS www.twittercounter.com 1. FOLLOWER COUNT 2. FOLLOW March 20, 2010 32
  33. 33. ROI Measurement: Facebook Metrics Facebook Insights 1. INTERACTIONS 2. INTERACTIONS PER POST 3. POST QUALITY 4. STREAM CTR/ETR 5. DISCUSSION POSTS 6. REVIEWS 7. MENTIONS March 20, 2010 33
  34. 34. ROI Measurement: Youtube Metrics 1. SOURCES OF VIEWERS 2. TIMELINE 3. DEMOGRAPHICS March 20, 2010 34
  35. 35. ROI Measurement: LinkedIn Metrics Contacts  Network Statistics 1. DEMOGRAPHICS 2. INDUSTRIES March 20, 2010 35
  36. 36. March 20, 2010 36
  37. 37. Next Steps 1.Designate internal social media champion 2.Get 1 or 2 people trained on social media basics (1-day) 3.Evaluate 1 business process to enable on social media 4.Engage consultant to implement social media for 1 business process (1 to 2 months) March 20, 2010 37
  38. 38. Summary • Focus on business process improvements • Social media provides new communication channels • Product marketing can benefit from social media • ROI tools exist to evaluate social media effectiveness March 20, 2010 38
  39. 39. March 20, 2010 39
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