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PRODUCT MARKETING IN A WEB 2.X WORLD Haas Business School April 23, 2009 Marketing in web 2.X
Product Marketing in the wrong hands…
Eight to great <ul><li>Category and Target Definition –  customer insights, segments, verticals. </li></ul><ul><li>Value P...
<ul><li>Find a first (and second target) customer </li></ul><ul><li>Listen well and gain insights </li></ul><ul><li>Keep t...
Gain access to deep insights  (and let your customers help you)
Who’s your second target customer?  What does the data say?
<ul><li>Create something worthwhile </li></ul><ul><li>Base it on an insight </li></ul><ul><li>Hold it sacred in all produc...
Keep   the value proposition simple
OXO:  base the value prop on an observed insight <ul><li>Why do ordinary kitchen tools hurt your hands?  </li></ul><ul><li...
2.X value props inspired by the times (and the community)
Refine your Value Prop <ul><li>User Findings :   It’s all about productivity </li></ul><ul><li>Consumers had specific task...
<ul><li>Nail your positioning based on value prop and  competition </li></ul><ul><li>Understand direct and indirect compet...
Position against a category And what it takes to deliver on it in a 2.x world…
Position yourself as the alternative
Counter-positioning:  Tap the power of the majority
<ul><li>A good story is one that anyone can tell (and is true!) </li></ul><ul><li>Your brand  becomes  this story </li></u...
The power of storytelling <ul><li>[play]   </li></ul>
Have a story for your product <ul><li>Characters </li></ul><ul><li>Insight/context </li></ul><ul><li>Plot (Problem/Solutio...
Refresh your story
Enable the community to enhance your story
Can you control the story?
Get the story back on track
<ul><li>Understand the whole product wheel </li></ul><ul><li>Have it drive your product/partner priorities </li></ul>Know ...
Think through the entire consumer experience
Study feedback to understand user experience
Timbuk2:  what it takes to build an authentic bag…
<ul><li>Focus on function not form </li></ul><ul><li>Delight your users! </li></ul><ul><li>Let them help you make it bette...
Make the hard   product decisions to create competitive separation
Add the Consumer’s Voice to Decision-making <ul><li>Purpose: </li></ul><ul><ul><li>Enable more informed decision-making by...
Seek feedback on your service levels
Follow product buzz
Seek deep feedback (especially at launch)
Use strong data platform to track experience over time
Listen and respond…
Invite help on new sites
Let your customers help you innovate
Follow the fans for inspiration
Allow users to allow you to personalize the experience
<ul><li>What’s your business model? </li></ul><ul><li>What’s your base price? </li></ul><ul><li>How many SKUs? </li></ul>P...
New business models
Let consumers set the prices in a 2.x world
Enable community to gain market power
<ul><li>Communication and distribution channels </li></ul><ul><li>Funnel management </li></ul><ul><li>KPIs </li></ul>Chann...
Diet Coke:  Building a communications program
Fun with funnels <ul><li>Consumer marketing funnel </li></ul>Online marketing funnel
<ul><li>Identify key audiences </li></ul><ul><li>Simplify:  answer question, “what do you want user to do?” </li></ul>Make...
Make it simple; point the user
thisMoment:  lead the witness…
thisMoment:  lead the witness
Adopt a Product Group  Exercise
Evaluating the new user experience  <ul><li>Before you get started: </li></ul><ul><li>See it as they see it: clear cookies...
Evaluating the overall product experience  Now that you are settled in, is it still as good? What has changed? <ul><li>Key...
Evaluating the Product Marketing  Reverse engineer! <ul><li>Key Questions: </li></ul><ul><li>Who would the assets make you...
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Haas 2009 Riemer Weigend

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Marketing Strategy in a Web 2.0 world

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Haas 2009 Riemer Weigend

  1. 1. PRODUCT MARKETING IN A WEB 2.X WORLD Haas Business School April 23, 2009 Marketing in web 2.X
  2. 2. Product Marketing in the wrong hands…
  3. 3. Eight to great <ul><li>Category and Target Definition – customer insights, segments, verticals. </li></ul><ul><li>Value Proposition -- core benefits </li></ul><ul><li>Positioning – capabilities, value proposition, competition </li></ul><ul><li>Brand/Naming/Marketing Communications– brand values; product/feature names; advertising/PR approach. </li></ul><ul><li>Whole Product Analysis – product delivery, customer service, critical partners </li></ul><ul><li>Product Road Map – priorities to meet value proposition and maintain edge. </li></ul><ul><li>Pricing and Product Enhancements – biz model, base price, SKUs </li></ul><ul><li>Channels and Metrics – Current customers, Direct sales, Resellers, Events, Viral (customers of customers), SEM/SEO; marketing funnel, KPIs and testing platform. </li></ul>
  4. 4. <ul><li>Find a first (and second target) customer </li></ul><ul><li>Listen well and gain insights </li></ul><ul><li>Keep the conversation going </li></ul>Pick a target and get to know them 1.
  5. 5. Gain access to deep insights (and let your customers help you)
  6. 6. Who’s your second target customer? What does the data say?
  7. 7. <ul><li>Create something worthwhile </li></ul><ul><li>Base it on an insight </li></ul><ul><li>Hold it sacred in all product decisions </li></ul>Have a reason to exist (a value proposition) 2.
  8. 8. Keep the value proposition simple
  9. 9. OXO: base the value prop on an observed insight <ul><li>Why do ordinary kitchen tools hurt your hands? </li></ul><ul><li>Why can’t there be wonderfully comfortable tools that are easy to use? </li></ul>Where does OXO go in 2.0?
  10. 10. 2.X value props inspired by the times (and the community)
  11. 11. Refine your Value Prop <ul><li>User Findings : It’s all about productivity </li></ul><ul><li>Consumers had specific tasks in mind when using their mobile phone for non-voice purposes </li></ul><ul><ul><li>Check Email ─ Check out bus/train/flight schedule </li></ul></ul><ul><ul><li>Check Weather ─ Find a nearby restaurant </li></ul></ul><ul><ul><li>Read News headline ─ Get driving directions, traffic incidents, parking spots </li></ul></ul>Current Experience Wish List “ I lookup stock values daily on my phone; I then call the broker when I want to buy or sell, because timely action is important .” “ Movies are amazing. I only need the movie function on my phone,…the ability to find a movie theater close to me and what’s playing and what times and the description of those. It should be quick, simple and easy. That would be a ten “ <ul><li>Focus on functionalities </li></ul><ul><li>Right-at-the-moment info </li></ul><ul><li>Accurate results </li></ul><ul><li>Easy navigation </li></ul><ul><li>Minimum clicks/scrolling </li></ul>
  12. 12. <ul><li>Nail your positioning based on value prop and competition </li></ul><ul><li>Understand direct and indirect competitors </li></ul>See where you fit. 3.
  13. 13. Position against a category And what it takes to deliver on it in a 2.x world…
  14. 14. Position yourself as the alternative
  15. 15. Counter-positioning: Tap the power of the majority
  16. 16. <ul><li>A good story is one that anyone can tell (and is true!) </li></ul><ul><li>Your brand becomes this story </li></ul>Tell a story 4.
  17. 17. The power of storytelling <ul><li>[play] </li></ul>
  18. 18. Have a story for your product <ul><li>Characters </li></ul><ul><li>Insight/context </li></ul><ul><li>Plot (Problem/Solution) </li></ul><ul><li>Mnemonics & Visuals </li></ul>
  19. 19. Refresh your story
  20. 20. Enable the community to enhance your story
  21. 21. Can you control the story?
  22. 22. Get the story back on track
  23. 23. <ul><li>Understand the whole product wheel </li></ul><ul><li>Have it drive your product/partner priorities </li></ul>Know what the “ whole product ” looks like 5.
  24. 24. Think through the entire consumer experience
  25. 25. Study feedback to understand user experience
  26. 26. Timbuk2: what it takes to build an authentic bag…
  27. 27. <ul><li>Focus on function not form </li></ul><ul><li>Delight your users! </li></ul><ul><li>Let them help you make it better </li></ul>Get the product right 6.
  28. 28. Make the hard product decisions to create competitive separation
  29. 29. Add the Consumer’s Voice to Decision-making <ul><li>Purpose: </li></ul><ul><ul><li>Enable more informed decision-making by collecting & synthesizing consumer insights for product and executive team </li></ul></ul><ul><li>Why do it? </li></ul><ul><ul><li>Decisions based on data vs. intuition balances internal biases </li></ul></ul><ul><ul><li>Catalyst for product improvements/bug fixes, as it is impossible to simulate in house all real world use cases </li></ul></ul><ul><ul><li>Identify new product features & prioritizes product roadmaps based on market demand </li></ul></ul><ul><li>Things to think about </li></ul><ul><ul><li>Automate feedback for quality and scale </li></ul></ul><ul><ul><li>Include in business metrics </li></ul></ul><ul><ul><li>Share with entire product team </li></ul></ul><ul><ul><li>Hold weekly insights meeting </li></ul></ul>Consumer Insights Website feedback Customer Care Reports SDS-usage data, DYC UER- usability testing etc GMR survey, Focus Group etc Help Section on website Internal QA M-metrics and other industry reports 3 rd party research User groups - Wired Moms - Young adults Opinion leaders-blogs, articles
  30. 30. Seek feedback on your service levels
  31. 31. Follow product buzz
  32. 32. Seek deep feedback (especially at launch)
  33. 33. Use strong data platform to track experience over time
  34. 34. Listen and respond…
  35. 35. Invite help on new sites
  36. 36. Let your customers help you innovate
  37. 37. Follow the fans for inspiration
  38. 38. Allow users to allow you to personalize the experience
  39. 39. <ul><li>What’s your business model? </li></ul><ul><li>What’s your base price? </li></ul><ul><li>How many SKUs? </li></ul>Pricing and Product Enhancements 7.
  40. 40. New business models
  41. 41. Let consumers set the prices in a 2.x world
  42. 42. Enable community to gain market power
  43. 43. <ul><li>Communication and distribution channels </li></ul><ul><li>Funnel management </li></ul><ul><li>KPIs </li></ul>Channel and metrics 8.
  44. 44. Diet Coke: Building a communications program
  45. 45. Fun with funnels <ul><li>Consumer marketing funnel </li></ul>Online marketing funnel
  46. 46. <ul><li>Identify key audiences </li></ul><ul><li>Simplify: answer question, “what do you want user to do?” </li></ul>Make sure the site works One Louder
  47. 47. Make it simple; point the user
  48. 48. thisMoment: lead the witness…
  49. 49. thisMoment: lead the witness
  50. 50. Adopt a Product Group Exercise
  51. 51. Evaluating the new user experience <ul><li>Before you get started: </li></ul><ul><li>See it as they see it: clear cookies, get a new ID. Change PC, screen res... </li></ul><ul><li>If you can, start by clicking on a banner, or run a web search or the FP </li></ul><ul><li>Pay attention to tools / experience provided to </li></ul><ul><ul><li>get you to convert / try </li></ul></ul><ul><ul><li>get you started smoothly </li></ul></ul><ul><ul><li>get you engaged quickly </li></ul></ul><ul><li>Bonus points: watch someone else (a prospect) do it </li></ul><ul><li>Key questions </li></ul><ul><li>Was it quick? Easy? Clear? Engaging? Different? </li></ul><ul><li>Was it simple, unique, daring, innovative, authentic and fun? </li></ul><ul><li>What do you remember? </li></ul><ul><li>How did you feel? </li></ul><ul><li>What made you stay? (or leave?) </li></ul>
  52. 52. Evaluating the overall product experience Now that you are settled in, is it still as good? What has changed? <ul><li>Key questions </li></ul><ul><li>What do you feel is the product’s competitive advantage and differentiator? </li></ul><ul><li>What are its strengths and weaknesses? </li></ul><ul><ul><li>Identify “hesitation” points vs. “obvious” points. </li></ul></ul><ul><li>After 1 week without using it, what do you remember most? (the ‘highs’ and the ‘lows’) </li></ul><ul><li>Is it in line with Yahoo!’s 6 brand attributes? What is, what’s not? </li></ul><ul><li>How do you feel now ? </li></ul>
  53. 53. Evaluating the Product Marketing Reverse engineer! <ul><li>Key Questions: </li></ul><ul><li>Who would the assets make you think they are targeting? </li></ul><ul><li>What do you think their positioning is? </li></ul><ul><li>How do the product and marketing fare against it? </li></ul><ul><li>Was the Mkg and the promise in line with the actual product experience? Did they over promise or over deliver? Why? </li></ul><ul><li>Do the Mkg Assets reinforce the brand? </li></ul><ul><li>Are in-product / education assets clear and helpful? </li></ul><ul><li>Are they consistent with the “acquisition” assets? </li></ul>

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