Rule 13: Emulate Twitter from 42 Rules of Product Marketing

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AfternSession for Product Camp Silicon Valley 2012

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  • Why Product Managers Must Emulate Twitter — Presentation Transcript
    from Rule 13: Emulate Twitter
    42 Rules of Product Marketing

    1. Why Product Managers MUST Emulate Twitter! March 24, 2012 Presentation
    Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
    Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk

    2. Cindy F. Solomon
    • Founded The Global Product Management Talk
    • Pioneering Socratic format for Twitter Chats to cultivate globalknowledge communities
    • Over 15 years experience in product management and productmarketing management of web, services and software at SiliconValley companies including Apple, Vadem, NetObjects andstartups. Previously with Fortune 500s including AmericanExpress and Radio Shack.• AIPMM Certified Product Manager & Certified ProductMarketing Manager
    • Serial entrepreneur, consultant, facilitator, and early adopter
    Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk 2

    3. Global Product Management Talk
    For Product Managers that don’t get a chance to leave their desk and participate in Product Talks in person, we’ve brought Product Talks to you.
    The Global Product Management Talk
    Follow @ProdMgmtTalk http://www.blogtalkradio.com/prodmgmttalk
    Join in using hashtag #ProdMgmtTalk weekly at Twebevent or Tweetchat
    Global Product Management Talk is a weekly mini-product camp Socratic discussion (on Twitter) of pre-posted questions with live audio of thought leader and co-hosts commenting (on Blogtalkradio).
    Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomonFounder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk 3

    4. WHAT DO YOU WANT?
    The product marketing manager serves as the conduit of relevant information for internal and external stakeholders. In an Agile world, product marketers must master the most efficient means available to engage in real time product/market conversations. Twitter is today’s tool.

    5. Jonathan Zittrain said… “The qualities that make Twitter seem inane and half-baked are what make it so powerful.”
    Jonathan Zittrain, Harvard Law professor, Internet Expert, Author

    6. BE CONCISE
    Develop and share content that is precise, short, laser focused, intentional, informative and interesting.

    7. Solomon says…
    A tweet is limited to 140 characters.
    Be terse.
    Develop and share content that is precise, short, laser focused, intentional, informative and interesting.

    8. BE OPEN
    Twitter is public and archived on the web.
    Be open to discovering the value of the product from others’ perspectives.

    9. Dick Costello, Twitter CEO, says…
    'Pay careful attention to the things that people do with your technology/service/product, because some of them may have discovered a powerful use for it that has completely evaded you.'
    @dickc

    10. BE CROSS-PLATFORM
    Twitter works across all platforms, operating systems and devices. Tweets are viewable from Twitter website, mobile apps, SMS/text messages, Facebook and LinkedIn status updates.
    Product positioning and messaging should be:
    Integrated across all media to guarantee consistency and trustworthiness,
    Optimized to take advantage of the strengths of each platform, and
    Targeted to emphasize the unique value for each audience.

    11. BE SCALABLE
    The ability of a system/network/process to grow quickly and/or gracefully accommodate and facilitate spikes in growth.
    Create content that easily grows and extends reach:
    Frequently Asked Questions (FAQs) and glossaries.
    Include key words optimized for search engines.
    Incentivize audience to add content:
    Forums for customer support and discussions,
    Forms for customer supplied testimonials and case studies,
    Wikis and blogs.
    Crowdsource and bundle content for on-demand reading:
    Create product related hashtags for twitter chats,
    Capture audience tweets into transcripts.

    TWITTER STRATEGIES TO EMULATE

    12. Listen & Monitor
    Search Twitter for product related terms, issues and events.
    Create and follow networks of your target audience and market space.
    Identify thought leaders, prominent bloggers and competitors to follow and analyze their behavior and connections.
    Use Twitter lists to categorize tweeters.

    13. Create & Broadcast
    Tweet valuable information worth re-tweeting at optimal times to promote product lines, provide incentives, rewards, invitations, and share industry news.
    Format tweets: “Please retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”
    Employ URL shorteners to save space, such as bit.ly or tinyurl.com
    Attach #hashtags of keywords to increase likelihood of tweet being indexed by Twitter search

    14. “Please Retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”.

    15. Analyze & Track
    Identify tweeting behavior patterns and determine metrics:
    Study how timing and headlines affect retweets,
    Label “Favorites” to save highlights and testimonials,
    Monitor “Follower count” to measure distribution power,
    Track number of “@Replies” to measure community engagement,
    Utilize URL shorteners that provide additional data.

    16. Engage & Dialogue
    Develop trust:
    Be human, consistent, relevant, and unique.
    Be generous, attentive and positive with information and feedback.
    Ask questions, agree, or challenge politely to trigger and extend specific conversations.
    Acknowledge and reply (@twittername) back when people tweet you.
    Retweet (RT) valuable information worth sharing and thank people for retweeting.
    Use Direct Message (@DM) to private message a follower. DMs won’t be listed in public twitter stream.
    Host, sponsor & participate in regular Twitter Chats to extend community vibrancy, increase followers and deepen relationships.

    17. Thank you!
    Join weekly on Global Product Management Talk

    http://www.CindyFSolomon.com
    @cindyfsolomon @prodmgmttalk
    Cindy@prodmgmttalk.com

    Please connect with me! http://www.linkedin.com/in/cfsolomon via cfsolomon@gmail.com

    Presentation sponsored by The Association of International Product Marketing and Management (AIPMM)
    http://www.aipmm.com
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  • The "Global Product Management Talk" was initially conceived as a virtual forum where people who manage products situated globally could interact in real time with product management thought leaders.  The Global Product Management Talk raises the bar for what is possible to accomplish in a real time, open platform event on Twitter by encouraging participants to expand their knowledge base with each event, utilize new products in real time as we introduce and beta test various products for participating, enable participants to showcase their knowledge and share resources, and crowdsource educational content for product people to stay apprised of new developments, thinkers, and events in the practice of managing products from inception to market and innovation.Mission:Engage Product people in regularly scheduled, real-time discussionShowcase Product Management experts, speakers, bloggers, thought leaders and practitionersEvangelize Product related job titles as exciting, challenging & rewarding career endeavorsRaise important issues that all Product Management professionals confrontExtend shared resources across industries and bordersFacilitate on-going dialogue, networking, mentoring & support beyond weekly eventsEnable global community around product management knowledge Educate & defend the value of the product professional
  • Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
  • “The qualities that make Twitter seem inane and half-baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author
  • Concise: A tweet is limited to 140 characters. Be terse. Develop and share content that is precise, short, laser focused, intentional, informative and interesting.
  • Be open to discovering the value of your product from others’ perspectives.
  • Twitter works across all platforms, operating systems and devices. Tweets are viewable from Twitter website, mobile apps, SMS/text messages, Facebook and LinkedIn status updates.Design from inception to be accessible to users at their convenience, on their devices, on-demand.Product positioning and messaging should be integrated across all media to guarantee consistency and trustworthiness. Then the messages can be optimized to take advantage of the strengths of each platform, and targeted to emphasize the unique value for each audience.
  • Definition: the ability of a system/network/process to grow quickly and/or gracefully accommodate and facilitate spikes in growth. Create messaging that easily grows and extends reach using Frequently Asked Questions (FAQs) glossaries and other tools.  Be sure to include key words optimized for search engines.Incentivize your audience to add content with customer support forums  and discussions as well as forms for customer supplied testimonials and case studies plus easy access to wikis and blogs.Crowdsource and bundle content for on-demand reading, create product related hashtags for twitter chats and capture audience tweets into transcripts.
  • Search Twitter for product related terms, issues and events.  Create and follow networks of your target audience and market space.  At this point you will be able to identify thought leaders, prominent bloggers and competitors to follow and analyze their behavior and connections.  You can also use Twitter lists to categorize tweeters in a specific category, or by individual topics.
  • Tweet valuable information worth re-tweeting at optimal times to promote product lines, provide incentives, rewards, invitations, and share industry news. Here is a sample:  “Please retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”.  Remember to employ URL shorteners to save space, such as bit.ly or tinyurl.com.  If you attach #hashtags of keywords, you will increase the likelihood of your tweet being indexed by Twitter search
  • This is an effective format for a tweet that communicates and contributes value.
  • Identify tweeting behavior patterns and determine metrics.  Study how timing and headlines affect retweetsLabel “Favorites” to save highlights and testimonialsMonitor “Follower count” to measure distribution powerTrack the number of “@Replies” to measure community engagement Utilize URL shorteners that provide additional data.
  • Everyone is throwing information at you today and online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
  • Rule 13: Emulate Twitter from 42 Rules of Product Marketing

    1. 1. Why Product Managers MUST Emulate Twitter! March 24, 2012 PresentationCindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 1Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    2. 2. Cindy F. Solomon• Founded The Global Product Management Talk• Pioneering Socratic format for Twitter Chats to cultivate globalknowledge communities• Over 15 years experience in product management and productmarketing management of web, services and software at SiliconValley companies including Apple, Vadem, NetObjects andstartups. Previously with Fortune 500s including AmericanExpress and Radio Shack.• AIPMM Certified Product Manager & Certified ProductMarketing Manager• Serial entrepreneur, consultant, facilitator, and early adopter Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk 2
    3. 3. Global Product Management TalkFor Product Managers that don’t get a chance to leave their desk and participate in Product Talks in person, we’ve brought Product Talks to you.The Global Product Management TalkTM Follow @ProdMgmtTalk http://www.blogtalkradio.com/prodmgmttalkJoin in using hashtag #ProdMgmtTalk weekly at Twebevent or TweetchatGlobal Product Management TalkTM is a weekly mini-product camp Socratic discussion (on Twitter) of pre-posted questions with live audio of thought leader and co-hosts commenting (on Blogtalkradio).Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomonFounder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk 3
    4. 4. WHAT DO YOU WANT?Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 4Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    5. 5. Jonathan Zittrain said… “The qualities that make Twitter seem inane and half-baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, AuthorCindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 5Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    6. 6. BE CONCISECindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 6Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    7. 7. Solomon says… A tweet is limited to 140 characters. Be terse.Develop and share content that is precise, short, laser focused, intentional, inform ative and interesting. Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 7 Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    8. 8. BE OPEN.Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 8Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    9. 9. Dick Costello, Twitter CEO, says… "Pay careful attention to the things that people do with your technology/service/product, bec ause some of them may have discovered a powerful use for it that has completely evaded you." @dickcCindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 9Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    10. 10. BE CROSS-PLATFORMCindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 10Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    11. 11. BE SCALABLECindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 11Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    12. 12. Listen & MonitorCindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 12Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    13. 13. Create & BroadcastCindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 13Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    14. 14. “Please Retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”.Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 14Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    15. 15. Analyze & TrackCindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 15Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
    16. 16. Thank you! Join weekly on Global Product Management Talk Search: CindyFSolomon and ProdMgmtTalk http://www.CindyFSolomon.com @cindyfsolomon @prodmgmttalk Presentation sponsored by The Association of International Product Marketing and Management (AIPMM) http://www.aipmm.comCindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon 16Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk

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