"Launching New Offerings in a Social World: What to consider when incorporating Social Media in your Go-To-Market Planning!" --How to create a good go-to-market plan? What sound principles of marketing still apply? --When is it appropriate to consider social tools? --How should one incorporate social media vehicles in such plans?

1. Social Media Forum “Launching New Offerings in a Social World”

2. Introductions Anne Merkert Jeff Thompson Reena Kapoor

3. Agenda Marketing Target Market Messaging & Demand Generation Competition Q&A

4. Marketing: Same Old, Same Old… Product Price Place Promotion Radically empowered consumers – way ahead of marketers! Only 14% of CMOs globally have been in their jobs for over 3 years!

5. So What’s different? “Rather than Product, Place, Price, and Promotion, we ought to be thinking in terms of Experience, Everyplace, Exchange, and Evangelism” Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide at AdTech 2007

6. Advice to Marketers Experience Do your customer journey Everywhere Create an idea that doesn’t start with (just) traditional media Exchange Calculate the value of your customer Evangelism Bring passion to your brand – “The Big Ideal”

7. Still have to think about… Target Market Who, Where, How Differentiation Meaningful, Value, Competitive Market Development, Distribution, Channel Stage of Company Demand Generation Reach, Frequency, Monetization, ROI

8. Formulating a Social Strategy Forrester’s POST Methodology from “Groundswell” P is People O is objectives S is Strategy T is Technology And another “S” needs to be considered….

9. Target markets

10. Target Market Strategy: Overlaps!

14. Via other Users, Influencers, “Amateurs”?

17. Social Media impact, use & response?Company Strength

18. Messaging & demand generation

19. Messaging: still have to think about . . . Target Audience Frame of Reference Point of Difference

20. Value Proposition Clearly relevant & appealing Highly differentiated from competition Credible Elastic enough to support product expansion Simple

21. Impact of Social Media on Messaging Messaging is more conversational, less formal Keeping it simple is even more important You can research & test with immediate feedback Marketing is not the only owner of messaging

22. Social Media Messaging Example

23. Demand Generation Design Who is the target audience? How do they want to be communicated with? What offers are they expecting? After they respond to the first activity and offer, what happens next? What happens if they don’t respond? How will our activities and offers help qualify prospects?

24. Target Market Persona

25. Tactics

27. Thought leadership

28. Blogs

29. Social networking

30. Syndicate content

32. SEM

33. Banner adsOnline events, video contest WoM or “Buzz” Leverage CRM for nurturing Product Demo Sign up for free version Company Blog and Landing Pages Conversion to premium

34. Competition

35. Social Media and Competitive Strategy Key Steps in developing competitive strategy? Social Media impact? Social Media create differentiation?

36. Key Steps in Competitive Strategy Identify the Competition Competitive S W O T Value Proposition Comparison Expose, Define The “Space” You Will Own Competitive Positioning

37. Identify the Competition – Big and Small Your Solution: Online Multimedia Platform Online Video Providers and Hosting Services Presentation Solutions Web and Audio Conferencing Solutions

39. Why are you better?

40. Is you message “echoing” the conversations?

41. Categories and Companies

42. Strengths

43. Weaknesses

44. Opportunities

45. Threats

46. Competitor weaknesses

47. Easy targets (active social media environments)

49. Faster Feedback Many more places to search for opinions Facebook, Twitter, Forums, Blogs (comments) Google: “company name” + “sucks” On demand market research Post questions, immediate feedback Test ideas, positioning directly with buyers Direct view into buyer / competitor interactions Ability to directly inquire about likes and dislikes

50. Accelerated Marketing Ability to quickly change positioning Faster reaction to competitive moves Get a head start on new segments where “discussion” is light or nonexistent

51. User Experience as Differentiation Frequency of interaction with customers increases Customer experience is expanded! You can differentiate your company by ensuring positive interactions wherever possible Lead the discussions (don’t just participate) Force competitors to follow: “what are you doing about ABC…”

52. Q&A THANK YOU! reena@ConiferInc.com jeff@AventiGroup.com anne@AventiGroup.com Next Event: Leveraging “Crowdsourcing”: NexGen Innovation & Marketing! NorCal BMA Product Marketing & Management Roundtable November 19th Thursday, Palo Alto, 8:30-10am http://norcalbma.org