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Creating Community for Product Unknown

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Slides Cindy Solomon recently used in his discussion w/ mentees of The Product Mentor. …

Slides Cindy Solomon recently used in his discussion w/ mentees of The Product Mentor.

The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.

Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.

http://TheProductMentor.com

Published in: Technology, Business
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  • 1. Creating Community For Product Unknown by Cindy F. Solomon June 18, 2014 © Cindy F. Solomon cfsolomon@gmail.com
  • 2. Cindy F. Solomon, CPM, CPMM © Cindy F. Solomon cfsolomon@gmail.com •Host, Global Product Management Talk •Founder, Startup Product Movement for Product Excellence •Contributing author: ProdBOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing Chapter #13 Emulate Twitter •20 years software product marketing and management, web development, services, consulting including Apple, Vadem, NetObjects and Startups in Silicon Valley. www.linkedin.com/in/cfsolomon/
  • 3. © Cindy F. Solomon cfsolomon@gmail.com Why create community before the product is known?
  • 4. Increase Product Success 4
  • 5. 70% Of Products Fail • Didn’t meet market needs • Unclear who the customer was • Wasn’t viable • Not competitive • Costs too high to produce • Need not urgent • Customer unwilling to pay • Not enough customers • Incorrect pricing • Not appropriate positioning • Value not communicated • Product not aligned with brand image • Doesn’t meet expectations • Built in obsolescence
  • 6. 6 Building the wrong product is expensive & disastrous for the product team & company
  • 7. © Cindy F. Solomon cfsolomon@gmail.com Why focus on “community” rather than “target market”?
  • 8. © Cindy F. Solomon cfsolomon@gmail.com Aren’t customers more important than “community”?
  • 9. © Cindy F. Solomon cfsolomon@gmail.com
  • 10. © Cindy F. Solomon cfsolomon@gmail.com Community is a Two Way Street • Requires less $ (marketing, advertising dollars) • Grows loyalty • Inspires trust • Showcases real humans • Encourages feedback • Enables Deeper interactions
  • 11. © Cindy F. Solomon cfsolomon@gmail.com Community Marketing Leaders Nike, Starbucks and Google
  • 12. © Cindy F. Solomon cfsolomon@gmail.com Creating Future Community Apple in education
  • 13. © Cindy F. Solomon cfsolomon@gmail.com Before building product: First find the market.
  • 14. © Cindy F. Solomon cfsolomon@gmail.com Before building product: Find the desire.
  • 15. © Cindy F. Solomon cfsolomon@gmail.com Before building product: Sense the need in the market.
  • 16. © Cindy F. Solomon cfsolomon@gmail.com Customer Development Process to discover product/market fit
  • 17. © Cindy F. Solomon cfsolomon@gmail.com • What do they read? Specific magazines, papers • What events do they attend? • Which social platforms? • What devices? If you don’t know, then how can you reach them? Identify Addressable Community
  • 18. © Cindy F. Solomon cfsolomon@gmail.com Go out to the field • Where are they • What are they doing • What do they care about • What are they reading • What devices do they use • What platforms do they frequent
  • 19. © Cindy F. Solomon cfsolomon@gmail.com Understand motivations • How do they behave • What drives their choices • How do they solve their pains • What do they pay for • What do they value
  • 20. © Cindy F. Solomon cfsolomon@gmail.com Walk in their shoes • Observe them • Eat with them • Talk with them • Live with them • Care about them • Find their current community
  • 21. © Cindy F. Solomon cfsolomon@gmail.com • Ask questions • Feel from their perspective • What is missing • What can be improved • What sucks • What feeds their needs Empathize
  • 22. © Cindy F. Solomon cfsolomon@gmail.com • Can you communicate what they value? • Can you provide value to the existing community? • Can you reach them in sufficient numbers above the noise? • Why will they care about your product? • Why will they change current behavior? Assess
  • 23. © Cindy F. Solomon cfsolomon@gmail.com Product marketing managers frame the narrative of the product, idea, and potential market One sentence summary – elevator statement Be consistent across all communications What are you telling them?
  • 24. © Cindy F. Solomon cfsolomon@gmail.com • It reflects what has been learned from the community • In their words, language and context • Focused on their WIIFM Why Should They Believe
  • 25. © Cindy F. Solomon cfsolomon@gmail.com Develop key relationships before you build the product for trust, believability and champions Key Relationships
  • 26. © Cindy F. Solomon cfsolomon@gmail.com Before building product: Establish relationships with current community stars, i.e. Bloggers, thought leaders, authors, innovators, practitioners
  • 27. © Cindy F. Solomon cfsolomon@gmail.com Before building product: Give them platform to be heard and then Listen to them!
  • 28. © Cindy F. Solomon cfsolomon@gmail.com Create Future Stars • Create future community stars by showcasing passionate contributors & awarding their contributions • Gamification, stickers, badges, discounts • Even better: Thank you tweets, emails & printed acknowledgement
  • 29. © Cindy F. Solomon cfsolomon@gmail.comP Find the loudmouths, early adopters, people creating & controlling the conversations, then Get Inside The Conversations
  • 30. © Cindy F. Solomon cfsolomon@gmail.comP 1. Identify key issues product touches 2. Become part of the conversation 3. Cultivate the influencers via follows & replies 4. Produce (or borrow) compelling content 5. Build a need in the marketplace 6. Launch a product that fills that need 7. Build on the community that contributed to defining the product Get Inside The Conversations
  • 31. © Cindy F. Solomon cfsolomon@gmail.com • Identify key issues product touches upon • Where is conversation going on? • Don’t create the conversation, join it and forward the action with relevant, appropriate, and generous contributions Create Compelling Content
  • 32. © Cindy F. Solomon cfsolomon@gmail.com • Talk about things that already have interest and give your personal experience • What excites you? • Headline with something that relates to you – Use https://medium.com/ to post – Share URL on scoop.it Be Human
  • 33. © Cindy F. Solomon cfsolomon@gmail.com 1. Be a nice guy that everyone likes 2. Build a product that everyone likes 3. Market before you build the product http://en.wikipedia.org/wiki/Hiten_Shah KissMetrics, Crazy Egg, Growth Hacking The Hiten Shah Secret
  • 34. © Cindy F. Solomon cfsolomon@gmail.com “Timing, perseverance, and ten years of trying will eventually make you look like an overnight success.” Biz Stone, Twitter, founded 2006 Slowly Build Overnite Success
  • 35. It Started with a Tweet
  • 36. The Startup Product Mission • Engage product professionals in regular, real-time discussion; • Showcase experts, speakers, bloggers, thought leaders, practitioners and events that forward product excellence; • Evangelize Product related jobs; • Raise important issues that all product professionals confront; • Extend shared resources across industries and borders; • Facilitate dialogue, networking, mentoring & support; • Enable global community; • Educate & defend the value of the product professional, cross-functional team collaboration and holistic product view.
  • 37. © Cindy F. Solomon cfsolomon@gmail.com Chris Yeh, PBWorks “Find the market before you build the product.” Sean Moffit, It Takes A Community to Build A Brand Startup Product & Global Product Management Talk contributors, community organizers, speakers and sponsors Thanks to
  • 38. © Cindy F. Solomon cfsolomon@gmail.com Thank you for sharing your precious time! Please connect! www.linkedin.com/in/cfsolomon/ @cindyfsolomon Startup Product, movement for product excellence http://startupproduct.com @startupproduct Startup Product communities Global Product Management Talk, weekly broadcast @prodmgmttalk Webcast Digest, daily curated online events @WebcastDigest

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