MassTLC Social Media Cluster Member Roundtable: Listen Before You Engage<br />February 26, 2010<br />
© 2009 PTC<br />2<br />Agenda<br />Introduction<br />About PTC<br />A PTC Case Study: Social Media Listening<br />Determin...
Introductions<br />Alan Belniak, Director of Social Media Marketing<br />Alan on Twitter: @abelniak ; http://www.Twitter.c...
PTC: The Product Development Company<br />4<br />Trusted<br />Every year, more than 25,000 companies rely on us to help gi...
Product Development System<br />Only integral PDS in the market<br />Single best-selling PLM software<br />850,000active s...
PTC’s Product Development System (PDS)<br />6<br />Engineering Calculation Software<br />Explicit CAD & PDM Software<br />...
Automates product development processes
Supports globally distributed environments</li></ul>© 2010 PTC<br />
A PTC Case Study: Social Media Listening – The Scenario<br />A Framework I Like to Use: Issue, Problem, Opportunity<br />I...
A PTC Case Study: Social Media Listening – The Scenario<br />A Framework I Like to Use: Issue, Problem, Opportunity<br />I...
A PTC Case Study: Social Media Listening – The Scenario<br />A Framework I Like to Use: Issue, Problem, Opportunity<br />I...
Determine High-Level Objectives<br />Become a Detective…<br />Where are the conversations happening?<br />What are they ta...
Start Listening<br />Several tools reviewed (all free)<br />In the interest of time: what follows is a list only (next sli...
Start Listening<br />Several tools reviewed (all free)<br />In the interest of time: what follows is a list only (next sli...
Start Listening<br />RSS<br />Google and Google Alerts<br />FeedMyInbox (and related)email aliases were pre-created<br />S...
Tracking the Results<br />Impractical to record every single mention<br />Use a uniform recording method (spreadsheet and ...
Use Values to help Quantify Quality<br />© 2009 PTC<br />15<br />
Determining Next Steps<br />Your mileage may vary<br />The results of this exercise helped us narrow our focus in<br />geo...
Lessons Learned<br />Everyone who ‘listened’ said that they learned a lot about their product and their focus area<br />Un...
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2010.02.26 mass tlc_socmed_advisory_board_-_listening_v2

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  • Who is PTC?We’re: A global company comprised of 5,000 employees who are passionate about solving product development challenges Since our inception we have always been on the forefront of technology innovation in product development Our customers have shown confidence in PTC for more than 25 years, trusting us to help them give life to their product development strategies and product ideas.(In this picture: Charlotte Lenfest, Technical Support Manager )
  • As Technology leaders, PTC has the only integral Product Development System.And, Windchill growth has continued to surpass the PLM industry growth.
  • A Framework I Like to Use: Issue, Problem, OpportunityIssueWe know our customers and prospects are active in the social space (research tells us this, our customers tell us this, and we know anecdotally)ProblemsWe’d like to start or do a better job of engaging customers, but don’t know where or how.In which social networks should we be spending more / any time? We can’t pick allWhat content do we start propagating?OpportunityStart (or continue) a Social Media Listening exercise to better understand the landscape. This will also set the stage for PTC to better engage with our customers on a go-forward basis
  • A Framework I Like to Use: Issue, Problem, OpportunityIssueWe know our customers and prospects are active in the social space (research tells us this, our customers tell us this, and we know anecdotally)ProblemsWe’d like to start or do a better job of engaging customers, but don’t know where or how.In which social networks should we be spending more / any time? We can’t pick allWhat content do we start propagating?OpportunityStart (or continue) a Social Media Listening exercise to better understand the landscape. This will also set the stage for PTC to better engage with our customers on a go-forward basis
  • A Framework I Like to Use: Issue, Problem, OpportunityIssueWe know our customers and prospects are active in the social space (research tells us this, our customers tell us this, and we know anecdotally)ProblemsWe’d like to start or do a better job of engaging customers, but don’t know where or how.In which social networks should we be spending more / any time? We can’t pick allWhat content do we start propagating?OpportunityStart (or continue) a Social Media Listening exercise to better understand the landscape. This will also set the stage for PTC to better engage with our customers on a go-forward basis
  • Microsoft clip art
  • Google (and Google Alerts)http://www.google.com/alertsGoogle news alerts {for product names only} currently come into each of the &quot;PTC_xxx@ptc.com&quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSShttp://en.wikipedia.org/wiki/Rss_readerhttp://en.wikipedia.org/wiki/List_of_feed_aggregators(I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook))http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/http://www.youtube.com/watch?v=0klgLsSxGsU* look at the RSS feeds I follow for the CAD/CAM/PLM space as a starterFeedMyInboxhttp://www.FeedMyInbox.com* note that I&apos;ve set up e-mail addresses for the seven major product families (review them)I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered dailySocial mentionhttp://socialmention.comhttp://socialmention.com/faq&quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&quot;http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/http://www.postrank.com/postrank#what(I also like www.collecta.com, too)Omgilihttp://omgili.com/http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slideruse this for help in finding other areas where your products are being discussedTwitter and Twitter search (and related)www.twitter.comhttp://search.twitter.com/advancedhttp://www.youtube.com/watch?v=jGbLWQYJ6iM* you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this)* to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent ideahttp://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com)FacebookLimit searching to the top five groups (by member count)LinkedInLimit searching to the top five groups (by member count)Google’s “Similar” searchGoogle Search a topic, industry, competitor, trend, etc.Instead of clicking on the result, look just below the search results and click on ‘Similar’BoardtrackerHere is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘YouTubehttp://www.youtube.comchange sort/filter criteria from &apos;relevance&apos; to &apos;date&apos;Look in the comments for links out to other areas and sitesGoogle Blog Searchhttp://blogsearch.google.com/(instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search)use filtering criteria, especially the dates, to help you from day to dayTechnoratihttp://technorati.comsearch both blogs and postsdelicioushttp://delicious.comsearch in upper right boxnote the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc.Flickrhttp://www.flickr.comsearch on a productlook through posts at commentslook at the total number of pictureswhen checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the topSlidesharehttp://www.slideshare.netchange the sort to &apos;latest&apos; to make the results reasonableuse &quot; &quot; to make sure a specific search term is used
  • http://www.flickr.com/photos/absoblogginlutely/2869276869/
  • http://www.flickr.com/photos/loufcd/3623060808/
  • http://www.flickr.com/photos/jbird/19648336/
  • 2010.02.26 mass tlc_socmed_advisory_board_-_listening_v2

    1. 1. MassTLC Social Media Cluster Member Roundtable: Listen Before You Engage<br />February 26, 2010<br />
    2. 2. © 2009 PTC<br />2<br />Agenda<br />Introduction<br />About PTC<br />A PTC Case Study: Social Media Listening<br />Determine High Level Objectives<br />Start Listening (way before engaging)<br />Tracking the Results<br />Determining Next Steps<br />Lessons Learned<br />Summary and Q&A<br />image source: http://www.flickr.com/photos/lselibrary/3925726691/sizes/o/<br />
    3. 3. Introductions<br />Alan Belniak, Director of Social Media Marketing<br />Alan on Twitter: @abelniak ; http://www.Twitter.com/abelniak<br />Hashtag for this event (if you’re tweeting): #MassTLC<br />History of Role<br />Collective Wisdom<br />Better Engage our Customers and Prospects<br />Join the Conversation<br />© 2009 PTC<br />3<br />
    4. 4. PTC: The Product Development Company<br />4<br />Trusted<br />Every year, more than 25,000 companies rely on us to help give life to their product ideas and to drive product development success<br />Passionate<br />5,000 professionals focused solely on product development solutions<br />Innovative<br />Our ability to foresee industry needs has enabled us to be first to market with powerful product development solutions<br />© 2010 PTC<br />
    5. 5. Product Development System<br />Only integral PDS in the market<br />Single best-selling PLM software<br />850,000active seats<br />Outgrew Industry2004-2009PTC PLM 15.5%, PLM industry 7%*<br />Winning benchmarks and raising the bar<br />Integralarchitecture<br />Best-of-breedsolutions<br />Broadcapability footprint<br />OOTB<br />Technology Leader in Product Development<br />© 2010 PTC<br />5<br />*Source: AMR Research, CIMdata, IDC and company estimates<br />
    6. 6. PTC’s Product Development System (PDS)<br />6<br />Engineering Calculation Software<br />Explicit CAD & PDM Software<br />Visual Collaboration Software<br />Product Analytics Software<br />Integrated 3D CAD/CAM/CAE Software<br />Dynamic Information Delivery Software<br />PRODUCT LIFECYCLE MANAGEMENT<br /><ul><li> Manages the evolution of product configurations over their lifecycles
    7. 7. Automates product development processes
    8. 8. Supports globally distributed environments</li></ul>© 2010 PTC<br />
    9. 9. A PTC Case Study: Social Media Listening – The Scenario<br />A Framework I Like to Use: Issue, Problem, Opportunity<br />Issue<br />We know our customers and prospects are active in the social space<br />© 2009 PTC<br />7<br />
    10. 10. A PTC Case Study: Social Media Listening – The Scenario<br />A Framework I Like to Use: Issue, Problem, Opportunity<br />Issue<br />We know our customers and prospects are active in the social space<br />Problems<br />We’d like to start or do a better job of engaging customers, but don’t know where or how.<br />In which social networks should we be spending more / any time?<br />What content do we start propagating?<br />© 2009 PTC<br />8<br />
    11. 11. A PTC Case Study: Social Media Listening – The Scenario<br />A Framework I Like to Use: Issue, Problem, Opportunity<br />Issue<br />We know our customers and prospects are active in the social space.<br />Problems<br />We’d like to start or do a better job of engaging customers, but don’t know where or how.<br />In which social networks should we be spending more / any time?<br />What content do we start propagating?<br />Opportunity<br />Start (or continue) a social media listening exercise to better understand the landscape. <br />This will also set the stage for PTC to better engage with our customers on a go-forward basis.<br />© 2009 PTC<br />9<br />
    12. 12. Determine High-Level Objectives<br />Become a Detective…<br />Where are the conversations happening?<br />What are they talking about?<br />What form/s of media are being consumed?<br />© 2009 PTC<br />10<br />image source: Microsoft clip art<br />
    13. 13. Start Listening<br />Several tools reviewed (all free)<br />In the interest of time: what follows is a list only (next slide), and show examples of using them during the Q&A session (if requested)<br />Not every tool will find everything<br />Become comfortable with knowing that some conversations will still go unnoticed.<br />© 2009 PTC<br />11<br />
    14. 14. Start Listening<br />Several tools reviewed (all free)<br />In the interest of time: what follows is a list only (next slide), and show examples of using them during the Q&A session (if requested)<br />Not every tool will find everything<br />Become comfortable with knowing that some conversations will still go unnoticed.<br />Timeline and Frequency<br />Two weeks, to start<br />Check-point two days after the exercise started<br />Day 1 requires more work than the others (~60 minutes); after that, try to allocate ~30 minutes per day<br />As with anything else… you get out of it what you put into it.<br />© 2009 PTC<br />12<br />
    15. 15. Start Listening<br />RSS<br />Google and Google Alerts<br />FeedMyInbox (and related)email aliases were pre-created<br />Social Mention<br />Omgili<br />advanced Twitter search(http://search.Twitter.com/advanced)<br />Backtweets<br />YouTube<br />Facebook (limit)<br />LinkedIn (limit)<br />Industry-specific sites and blogs(look in the comments for other sites)<br />Boardtracker<br />using ‘Similar’ in Google search results<br />blog searching(Google Blog Search and Technorati)<br />delicious(other bookmarking sites, too)<br />Flickr<br />SlideShare<br />others: e-pinions, GetSatisfaction, Yelp<br />© 2009 PTC<br />13<br />
    16. 16. Tracking the Results<br />Impractical to record every single mention<br />Use a uniform recording method (spreadsheet and presentation template)<br />Share the results back with the team<br />© 2009 PTC<br />14<br />
    17. 17. Use Values to help Quantify Quality<br />© 2009 PTC<br />15<br />
    18. 18. Determining Next Steps<br />Your mileage may vary<br />The results of this exercise helped us narrow our focus in<br />geographies<br />products<br />channels/networks<br />Now we have a path we can follow<br />© 2009 PTC<br />16<br />image source: http://www.flickr.com/photos/absoblogginlutely/2869276869/<br />
    19. 19. Lessons Learned<br />Everyone who ‘listened’ said that they learned a lot about their product and their focus area<br />Uncovered at least three new sites/locations/channels where something was happening around our brand and product that we didn’t know about before<br />We have a better sense of where not to spend some time, at least initially<br />© 2009 PTC<br />17<br />image source: http://www.flickr.com/photos/loufcd/3623060808/<br />
    20. 20. Summary and Questions & Answers<br />Focus on why you might want to get involved in social media<br />Listen first to address… <br />Where are the conversations happening?<br />What are they talking about?<br />What form/s of media are being consumed?<br />Use what you learn to alter your approach,execute, and repeat. <br />© 2009 PTC<br />18<br />image source: http://www.flickr.com/photos/jbird/19648336/<br />
    21. 21. Thanks!<br />Alan Belniak, Director of Social Media Marketing<br />Alan on Twitter: @abelniak ; http://www.Twitter.com/abelniak<br />abelniak{at} ptc.com<br />© 2009 PTC<br />19<br />

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