An educational presentation delivered as a webinar to members of the Product Management Consortium on June 30, 2009.
If you'd like a copy of the presentation for personal use, please leave a comment and let me know.
The document discusses New Media Strategies, a company that provides social media marketing and measurement services to over 1,500 clients across various industries. It outlines several key social media platform categories including blogs, Twitter, visual content, social networks, and wikis/document sharing tools. The document also provides considerations and best practices for utilizing each of these social media platforms for communication, promotion, and organizational efficiencies.
Enterprise social media for business managersRimjhim Ray
Enterprise 2.0 utilizes social media to transform communication within an organization from broadcasting to collaboration. It creates an ecosystem connecting internal stakeholders like employees as well as external stakeholders like customers and suppliers. Key aspects of Enterprise 2.0 include using tools like blogs, wikis, social networks and microblogging to enable open, multidirectional and context-driven communication across organizational boundaries. Successful implementation requires selecting the right social media tools based on objectives, audience and content, and developing strategies for both internal collaboration and knowledge sharing as well as external engagement.
The impact of social media on STM* publishers and their online advertising in...Joep Hutschemakers
Social media is impacting STM publishers' online advertising income by enabling them to grow their target audiences. To attract large audiences and increase online advertising revenue, STM publishers need to apply social media principles and technologies to their sites, such as user-generated content, social networking features, and collaborating tools. This will strengthen their competitive position by delivering larger audiences and more targeted, profiled users to advertisers. Nature Publishing is highlighted as a case study, aggressively implementing social media best practices to build the leading destination and networking site for life scientists.
Developing innovative qualitative research techniques for effective digital m...Merlien Institute
Developing innovative qualitative research techniques for effective digital marketing strategy
presented at QRWEBA2011 conference
organised by Merlien Institute
Social Media and the Automotive IndustryMarkIT Group
Informative presentation on social media in the automotive industry, answers what is social media, examples of car manufacturer use of social media, local dealership social media programs, MARKIT Group social media program, social media launch and monthly content syndication
This document provides an agenda for a seminar on using social media for business. The agenda includes presentations on LinkedIn, Facebook, Twitter, YouTube, Pinterest, and Foursquare. It covers topics such as using each platform, case studies, and tips. Coffee breaks are scheduled between most sessions. The goal is to help businesses understand how to use various social media sites to help grow their business.
The document discusses New Media Strategies, a company that provides social media marketing and measurement services to over 1,500 clients across various industries. It outlines several key social media platform categories including blogs, Twitter, visual content, social networks, and wikis/document sharing tools. The document also provides considerations and best practices for utilizing each of these social media platforms for communication, promotion, and organizational efficiencies.
Enterprise social media for business managersRimjhim Ray
Enterprise 2.0 utilizes social media to transform communication within an organization from broadcasting to collaboration. It creates an ecosystem connecting internal stakeholders like employees as well as external stakeholders like customers and suppliers. Key aspects of Enterprise 2.0 include using tools like blogs, wikis, social networks and microblogging to enable open, multidirectional and context-driven communication across organizational boundaries. Successful implementation requires selecting the right social media tools based on objectives, audience and content, and developing strategies for both internal collaboration and knowledge sharing as well as external engagement.
The impact of social media on STM* publishers and their online advertising in...Joep Hutschemakers
Social media is impacting STM publishers' online advertising income by enabling them to grow their target audiences. To attract large audiences and increase online advertising revenue, STM publishers need to apply social media principles and technologies to their sites, such as user-generated content, social networking features, and collaborating tools. This will strengthen their competitive position by delivering larger audiences and more targeted, profiled users to advertisers. Nature Publishing is highlighted as a case study, aggressively implementing social media best practices to build the leading destination and networking site for life scientists.
Developing innovative qualitative research techniques for effective digital m...Merlien Institute
Developing innovative qualitative research techniques for effective digital marketing strategy
presented at QRWEBA2011 conference
organised by Merlien Institute
Social Media and the Automotive IndustryMarkIT Group
Informative presentation on social media in the automotive industry, answers what is social media, examples of car manufacturer use of social media, local dealership social media programs, MARKIT Group social media program, social media launch and monthly content syndication
This document provides an agenda for a seminar on using social media for business. The agenda includes presentations on LinkedIn, Facebook, Twitter, YouTube, Pinterest, and Foursquare. It covers topics such as using each platform, case studies, and tips. Coffee breaks are scheduled between most sessions. The goal is to help businesses understand how to use various social media sites to help grow their business.
The content journey from Creation to Collaboration and EngagementDheeraj Chowdhury
This preesentation was presented at the Gov2,0 conference in Canberra in October 2012, The aim was to share the future of content and the speed at which it is evolving. A case study of the evolution of content in NSW DEC. Finally a look at the emerging platforms to help enterprises leverage technology in developing an integrated social content strategy.
Social Media in a Corporate Context 2010 - Luke Aviet, GoViralCommunicate Magazine
Spread the word - How are brands and organisations using viral videos to reach and interact with audiences online? Here we look at the changes in media consumption, focusing on the growth in the online video market and highlighting the different genres of branded content video.
Integrative MediaIntegrative Media Production & PublicationAnies Syahieda
The document discusses various aspects of producing and publishing integrated media, including:
1. The typical phases of production - pre-production, production, and post-production.
2. Different publication structures like linear, hierarchical, network, and cyclic. It also discusses navigational aids.
3. Considerations for publication like completing content, cross-checking links, setting deadlines.
4. Methods of publication including websites, hybrid formats, and CD/DVD. Websites allow for things like access controls, added services, and analytics. Hybrid formats combine static and dynamic content. CD/DVD allow for offline distribution but less interactivity.
The document discusses Enterprise 2.0 and the benefits it provides. Enterprise 2.0 refers to using social software and Web 2.0 technologies internally in a company. It allows for knowledge sharing through wikis and blogs, as well as social networking, publishing, and collaboration among employees. Benefits include improved business agility, participation, and emergence of ideas and expertise from within the organization. An example of Enterprise 2.0 described is TamTamy, a knowledge sharing framework developed by Reply that allows employees to freely share and discuss information through blogs, files, tags, and chat.
The document discusses social media analysis of the Rugby World Cup Twitter account @RugbyWorldCup. It provides statistics on the account's followers, most influential followers, social media footprint, country distribution of followers, and analysis of its YouTube channel. The presentation also discusses iGo2 Group, a social business solutions company, and how it can help organizations leverage social media through strategies, intelligence, and community building.
This document discusses the changing landscape of publishing in a new media world. It begins with an introduction to the speaker, Liz Pohland, the Director of Publications for the Society for Technical Communication. It then provides background on the history of publishing and how digital technologies have disrupted traditional print-based models. Key points discussed include the growth of mobile devices and social media, changing reader preferences, and strategies publishers need to embrace like creating online communities and driving readers to digital destinations. The document emphasizes that publishing has changed from a product-focused model to one focused on providing context and discoverable content across multiple platforms.
Microsoft Digital Solutions: Rich Media DeliveryLukas Cudrigh
This document discusses a digital solutions company that provides rich media delivery and new consumption models to maximize returns on media assets. The solution enables high-quality experiences across devices and channels. It protects content through authentication, geo-blocking, and DRM while delivering audio, video, photos and interactive experiences through adaptive streaming and progressive download. Usage data is collected to provide insights.
Geolocation Based Social Media for BrandsDOUGLAS LIN
The document evaluates location-based social media platforms and their potential for brands. It provides examples of how brands like Nike and the New York Nets have used location-based platforms to increase awareness, educate consumers, and drive brand affinity and responses. While the platforms currently have limited reach, factors like increasing smartphone adoption and urbanization trends worldwide suggest the potential for growth.
Microsoft Digital Solutions: Personalized ExperiencesLukas Cudrigh
This document discusses providing personalized digital experiences through search, recommendations, and community engagement capabilities. It outlines solutions to deliver tailored content, enable relevant searches, provide qualified recommendations, and allow connections with friends. The value proposition is increasing user attention and engagement by meeting user demands for rich, personalized experiences. The solution includes adaptive search, recommendations, user profiling, content publishing and community enablement components.
Keynote Case Study: Bridging the Functional Gap with Social Media at Harvard Business School
Presented by: Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School
Silos are all too common in large complex organizations and Harvard Business School is no exception. So what can social media do to help knock down those artificial divides? How can tools that are designed to engage customers and provide external visibility improve internal communications and processes? As it turns out – employees are social too and social media has made it fun to connect across the functions. Brian will talk about how HBS has organized around social media platforms like Linked-in, Facebook and Twitter both to engage external audiences and to improve sales and customer service across the enterprise. Brian will also share Harvard Business School cases that demonstrate examples of how major organizations are integrating social throughout the enterprise.
www.bdionline.com
Montressa L. Washington gave a presentation on using crowdsourcing, collaboration and Web 2.0 tools to enhance project management. She discussed how Enterprise 2.0 allows for new collaboration patterns through tools like wikis, blogs and social networks. Examples were given of how crowdsourcing, collaboration and social media can be used in project management, such as using ideation platforms for crowdsourcing ideas and online communities to facilitate collaboration. Web 2.0 tools like social bookmarks and profiles can also help with knowledge sharing and finding expertise.
Microsoft Digital Solutions: Multi-Channel MarketingLukas Cudrigh
The document discusses an integrated marketing platform that enables multi-channel marketing through centralized management, distribution, and optimization of messaging across channels. The solution allows for consistent and timely experiences across devices and channels driven by campaign strategies, plans, and schedules. It provides synchronized and relevant experiences through applications, social media, websites, and other digital touchpoints.
Darren Sharp's (senior consultant Collabforge) presentation to the Innovative Ideas Forum 2009 on social networking for cultural institutions. Hosted by the National Library of Australia in Canberra on 27th March 2009.
Forum website: http://tinyurl.com/dm4r2w
Technical Writer's Influence on Social Media Strategy 2Fer O'Neil
The document discusses the technical writer's role in social media strategy and initiatives. It argues that technical writers can help improve support channels by creating social media presences to directly engage with users. This allows for questions to be answered quickly and content to be updated based on trends. Technical writers are well-suited to develop, link, and administer social media accounts due to their communication skills and understanding of user needs. While support initiatives may not directly produce returns on investment, they can provide additional marketing and public relations value by increasing exposure for help documents and knowledgebases.
Life has dramatically changed in the last few years: while initially many had thought that only access and bits of information would be subject to digital transformation, we are now facing the fact that a growing part of our own life has become digital.
Introducing Drupal Commons 3.0: Driving the Convergence of Content and Commun...Acquia
Drupal Commons 3.0 is being introduced to drive the convergence of content and community on the open web. It provides unified experiences for digital consumers by delivering targeted promotions across channels while leveraging user generated content and reviews. Drupal Commons allows marketers to optimize content and community marketing through tools like search optimization, social media sharing, and detailed analytics and measurements of campaign effectiveness.
Social Media Marketing Framework That Works For B2B BusinessesDigital Vidya
How to create a successful strategy for implementing Social Media Marketing, Campaigns in B2B Businesses. This presentation explains the Social media marketing framework that works for B2B businesses.
This document discusses the business model and strategy for Yogurfit, a self-serve frozen yogurt chain. Key points include its focus on high quality ingredients and proprietary flavors, transparency in pricing, and an online system to control logistics and administration globally. Stores are specified to be located in high foot traffic areas and cost around $300,000 each to open, with investors expected to earn back 26-40% return on investment. The corporate overview outlines factors for the chain's success and global expansion plans.
Lessons in B2B Product Management & Solutions Marketing for Enterprise So...Chris Aulbach
This document provides lessons learned from over 15 years of experience in product management and solution marketing for enterprise software. It covers two main areas: market/customer facing lessons and internal/company facing lessons. Some of the key lessons include understanding customers deeply, focusing on strategic value over features, executing effectively on roadmaps and requirements, and leveraging data and relationships to influence others within the company. The document emphasizes balancing both business and customer perspectives to successfully manage products.
The content journey from Creation to Collaboration and EngagementDheeraj Chowdhury
This preesentation was presented at the Gov2,0 conference in Canberra in October 2012, The aim was to share the future of content and the speed at which it is evolving. A case study of the evolution of content in NSW DEC. Finally a look at the emerging platforms to help enterprises leverage technology in developing an integrated social content strategy.
Social Media in a Corporate Context 2010 - Luke Aviet, GoViralCommunicate Magazine
Spread the word - How are brands and organisations using viral videos to reach and interact with audiences online? Here we look at the changes in media consumption, focusing on the growth in the online video market and highlighting the different genres of branded content video.
Integrative MediaIntegrative Media Production & PublicationAnies Syahieda
The document discusses various aspects of producing and publishing integrated media, including:
1. The typical phases of production - pre-production, production, and post-production.
2. Different publication structures like linear, hierarchical, network, and cyclic. It also discusses navigational aids.
3. Considerations for publication like completing content, cross-checking links, setting deadlines.
4. Methods of publication including websites, hybrid formats, and CD/DVD. Websites allow for things like access controls, added services, and analytics. Hybrid formats combine static and dynamic content. CD/DVD allow for offline distribution but less interactivity.
The document discusses Enterprise 2.0 and the benefits it provides. Enterprise 2.0 refers to using social software and Web 2.0 technologies internally in a company. It allows for knowledge sharing through wikis and blogs, as well as social networking, publishing, and collaboration among employees. Benefits include improved business agility, participation, and emergence of ideas and expertise from within the organization. An example of Enterprise 2.0 described is TamTamy, a knowledge sharing framework developed by Reply that allows employees to freely share and discuss information through blogs, files, tags, and chat.
The document discusses social media analysis of the Rugby World Cup Twitter account @RugbyWorldCup. It provides statistics on the account's followers, most influential followers, social media footprint, country distribution of followers, and analysis of its YouTube channel. The presentation also discusses iGo2 Group, a social business solutions company, and how it can help organizations leverage social media through strategies, intelligence, and community building.
This document discusses the changing landscape of publishing in a new media world. It begins with an introduction to the speaker, Liz Pohland, the Director of Publications for the Society for Technical Communication. It then provides background on the history of publishing and how digital technologies have disrupted traditional print-based models. Key points discussed include the growth of mobile devices and social media, changing reader preferences, and strategies publishers need to embrace like creating online communities and driving readers to digital destinations. The document emphasizes that publishing has changed from a product-focused model to one focused on providing context and discoverable content across multiple platforms.
Microsoft Digital Solutions: Rich Media DeliveryLukas Cudrigh
This document discusses a digital solutions company that provides rich media delivery and new consumption models to maximize returns on media assets. The solution enables high-quality experiences across devices and channels. It protects content through authentication, geo-blocking, and DRM while delivering audio, video, photos and interactive experiences through adaptive streaming and progressive download. Usage data is collected to provide insights.
Geolocation Based Social Media for BrandsDOUGLAS LIN
The document evaluates location-based social media platforms and their potential for brands. It provides examples of how brands like Nike and the New York Nets have used location-based platforms to increase awareness, educate consumers, and drive brand affinity and responses. While the platforms currently have limited reach, factors like increasing smartphone adoption and urbanization trends worldwide suggest the potential for growth.
Microsoft Digital Solutions: Personalized ExperiencesLukas Cudrigh
This document discusses providing personalized digital experiences through search, recommendations, and community engagement capabilities. It outlines solutions to deliver tailored content, enable relevant searches, provide qualified recommendations, and allow connections with friends. The value proposition is increasing user attention and engagement by meeting user demands for rich, personalized experiences. The solution includes adaptive search, recommendations, user profiling, content publishing and community enablement components.
Keynote Case Study: Bridging the Functional Gap with Social Media at Harvard Business School
Presented by: Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School
Silos are all too common in large complex organizations and Harvard Business School is no exception. So what can social media do to help knock down those artificial divides? How can tools that are designed to engage customers and provide external visibility improve internal communications and processes? As it turns out – employees are social too and social media has made it fun to connect across the functions. Brian will talk about how HBS has organized around social media platforms like Linked-in, Facebook and Twitter both to engage external audiences and to improve sales and customer service across the enterprise. Brian will also share Harvard Business School cases that demonstrate examples of how major organizations are integrating social throughout the enterprise.
www.bdionline.com
Montressa L. Washington gave a presentation on using crowdsourcing, collaboration and Web 2.0 tools to enhance project management. She discussed how Enterprise 2.0 allows for new collaboration patterns through tools like wikis, blogs and social networks. Examples were given of how crowdsourcing, collaboration and social media can be used in project management, such as using ideation platforms for crowdsourcing ideas and online communities to facilitate collaboration. Web 2.0 tools like social bookmarks and profiles can also help with knowledge sharing and finding expertise.
Microsoft Digital Solutions: Multi-Channel MarketingLukas Cudrigh
The document discusses an integrated marketing platform that enables multi-channel marketing through centralized management, distribution, and optimization of messaging across channels. The solution allows for consistent and timely experiences across devices and channels driven by campaign strategies, plans, and schedules. It provides synchronized and relevant experiences through applications, social media, websites, and other digital touchpoints.
Darren Sharp's (senior consultant Collabforge) presentation to the Innovative Ideas Forum 2009 on social networking for cultural institutions. Hosted by the National Library of Australia in Canberra on 27th March 2009.
Forum website: http://tinyurl.com/dm4r2w
Technical Writer's Influence on Social Media Strategy 2Fer O'Neil
The document discusses the technical writer's role in social media strategy and initiatives. It argues that technical writers can help improve support channels by creating social media presences to directly engage with users. This allows for questions to be answered quickly and content to be updated based on trends. Technical writers are well-suited to develop, link, and administer social media accounts due to their communication skills and understanding of user needs. While support initiatives may not directly produce returns on investment, they can provide additional marketing and public relations value by increasing exposure for help documents and knowledgebases.
Life has dramatically changed in the last few years: while initially many had thought that only access and bits of information would be subject to digital transformation, we are now facing the fact that a growing part of our own life has become digital.
Introducing Drupal Commons 3.0: Driving the Convergence of Content and Commun...Acquia
Drupal Commons 3.0 is being introduced to drive the convergence of content and community on the open web. It provides unified experiences for digital consumers by delivering targeted promotions across channels while leveraging user generated content and reviews. Drupal Commons allows marketers to optimize content and community marketing through tools like search optimization, social media sharing, and detailed analytics and measurements of campaign effectiveness.
Social Media Marketing Framework That Works For B2B BusinessesDigital Vidya
How to create a successful strategy for implementing Social Media Marketing, Campaigns in B2B Businesses. This presentation explains the Social media marketing framework that works for B2B businesses.
This document discusses the business model and strategy for Yogurfit, a self-serve frozen yogurt chain. Key points include its focus on high quality ingredients and proprietary flavors, transparency in pricing, and an online system to control logistics and administration globally. Stores are specified to be located in high foot traffic areas and cost around $300,000 each to open, with investors expected to earn back 26-40% return on investment. The corporate overview outlines factors for the chain's success and global expansion plans.
Lessons in B2B Product Management & Solutions Marketing for Enterprise So...Chris Aulbach
This document provides lessons learned from over 15 years of experience in product management and solution marketing for enterprise software. It covers two main areas: market/customer facing lessons and internal/company facing lessons. Some of the key lessons include understanding customers deeply, focusing on strategic value over features, executing effectively on roadmaps and requirements, and leveraging data and relationships to influence others within the company. The document emphasizes balancing both business and customer perspectives to successfully manage products.
Oplægget blev holdt ved InfinIT-arrangementet "Temadag for intelligente tekstiler til sundhedssektoren, der blev afholdt den 9. december 2010. Læs mere om arrangementet her: http://infinit.dk/dk/hvad_kan_vi_goere_for_dig/viden/reportager/intelligent_toej_skal_redde_liv.htm
- A product concept is an idea for a new product that includes its form, the technology behind it, and the customer benefit it provides. All three elements are needed for a viable product concept.
- There are two main approaches to generating product concepts: gathering existing ideas from sources like customers, employees, and vendors, or using a managed process run by a new products team.
- The best way to develop a product concept is to start with identifying a customer benefit and need, then developing the technology to enable it, and finally determining the product form. This helps ensure the concept actually solves a problem for customers.
From product brands to concept brands the evolution of brand managementDrthomasbrand Limited
The idea of concept brands is a useful one to evaluate the extent to which a brand can stretch and create exponential brand and business growth and value. It can help a brand extend into new products, services, markets and segments. It can assist a brand to increase its growth and its value.
In this presentation, we explore what the concept is, how it works and why it matters. We investigate examples of brands that have done it right and brand that are struggling to do it right. We look at what factors make it succeed or fail.
We then review the process and questions as to how to make it work for your brand.
1) Parle-G is India's largest selling biscuit brand that has been in business for over 80 years.
2) It has grown to have a 40% market share in the biscuit industry and 15% in the confectionary market in India.
3) The product life cycle of Parle-G shows that it is currently in the growth stage, with rapid sales increases, high advertising, and growing competition from other brands looking to gain market share.
In this presentation, we will discuss about the concept and definition of physical distribution, defining logistics, relation with other marketing mix variables. We will also talk about the objectives of physical distribution process, components of physical distribution, warehousing, inventory management and control.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
This document defines product concept and provides examples of its implementation. Product concept is a process where a product is continually evolved over time to better satisfy customer needs. Apple is given as a strong example, as they followed product concept closely in upgrading their iPhone models with new features and improved design based on customer demand. In contrast, Blackberry failed to adequately follow customer demands and product concept, limiting their features and user friendliness. The conclusion stresses the importance of innovation and independent decision making to create the best products and advance lifestyle.
Havells India Limited is an electrical goods company founded in 1958 that manufactures ceiling fans. Havells fans fall under five categories: regular fans, energy saving fans, special finish fans, decorative fans, and premium underlight fans. Premium underlight fans are the most expensive but also the most attractive, energy efficient, high performing, and come with features like copper blades and remote controls. The document provides examples of different types of Havells ceiling fans and their key features.
Skuuber offers a low-cost product concept testing service that surveys 500 US consumers for $2900. Their 21-page report provides diagnostic metrics like a Skuuber Score to predict retail sales potential and help with marketing, pricing, and distribution strategies. Their fast turnaround of 72 hours and standardized approach aims to improve new product success rates compared to traditional market research methods.
The document discusses the concept of defining a product as a "whole product" rather than just the core device or service. A whole product includes all the tangible and intangible factors that create value for customers such as documentation, support, reputation, and future potential. It provides examples of how different factors contribute to customers' perception of products like computers, software, and semiconductor manufacturing equipment as whole solutions. Defining a product as a complete solution tailored for the targeted customer segment is important for competitive advantage.
The document discusses the marketing mix of Coca-Cola. It outlines that Coca-Cola has a wide portfolio of over 3,300 beverage products globally. For its marketing mix (the 4Ps), Coca-Cola tailors its pricing according to market segments, has an extensive distribution network globally including in rural India, and promotes its brands through celebrity endorsements, CSR initiatives, and campaigns. Coca-Cola's long commitment to understanding social values and adapting its strategy has helped it become a multi-billion dollar international business.
Marketing presentation of product conceptSantosh Gauda
This document discusses various aspects of products including definitions, classifications, product mixes, life cycles, packaging, and labeling. It defines a product as anything offered in a market to satisfy a want or need. Products are classified as consumer or industrial, with consumer further broken down into convenience, shopping, and specialty products. It provides examples of product mixes and discusses the typical life cycle stages of introduction, growth, maturity, and decline. The document also defines packaging and labeling, covering their primary functions to protect, store, and transport products, as well as secondary functions like promotion and sales.
A product is defined as a bundle of attributes that have the potential to satisfy customer wants in the form of goods and services. There are different categories of products including product classes like washing powder, product forms like granulated, and product brands like Persil. Consumer products are classified as convenience products, shopping products, specialty products, or unsought products based on buyer behavior. Convenience products are most frequently and routinely purchased with minimal interest in comparisons while shopping products involve more focus on quality or price comparisons. Specialty products have strong brand conviction and loyalty. Unsought products include existing products that are no longer wanted or totally new, unfamiliar products. A product consists of potential, augmented, expected, core benefit, and basic components.
The document discusses various concepts related to products, product classification, and product mix strategies for fast-moving consumer goods (FMCG) companies. It defines core product, tangible specifications, and augmented features. Products are classified as durable or non-durable. Non-durables include FMCG which are further divided into staples, impulse, and emergency goods. FMCG companies focus on high volumes and low margins through extensive distribution networks. Product mix refers to a company's product lines and items offered. Strategies for FMCG include multi-branding, product flanking, brand extensions, building new product lines, and new product development.
The document summarizes a webinar on using social media for B2B technology marketers. It introduces the moderator and three panelists - Larry Weber, Dave Munn, and Pauline Ores. Dave Munn's presentation discusses how social media is increasingly important in the technology purchase process. Three-quarters of buyers use social media and top sources of information include digital channels. Pauline Ores discusses IBM's use of social media and challenges of an enterprise approach. She recommends demonstrating business value, using metrics, and internal adoption. The webinar concludes with an audience Q&A.
iMedia March Brand Summit: Insight Presentation Beyond ReachiMedia Connection
The document discusses how marketing must align with the changing consumer decision journey, which is now more digital and demands access, information, content, input and empowerment instantly. It emphasizes that the customer journey should be supported as an integrated loop across all touchpoints. Data should be turned into personalized content and content into more data to fuel an ongoing dialogue. Marketers should reconstruct the consumer decision journey to their advantage by distributing their presence where discussions happen, integrating their physical channels, and activating engaged customers.
This document discusses developing a social media strategy. It begins by noting how customers, companies and the world have changed with new technologies and media choices. To develop an effective strategy, companies should ask who their key influencers are online and what is being said about the company. The document then outlines Forrester's four steps to social media: understand your people and objectives, develop strategies, and determine which technologies to use. It provides examples of listening tools, objectives for different departments, considerations for strategies, and an overview of various social media technologies. The key is to join the conversation online, engage customers, add value for them and ultimately connect with customers to make social media successful.
This document summarizes Enterprise 2.0, which refers to the use of social media, cloud computing, and mobile technologies by organizations. It discusses how these tools allow for increased collaboration, communication, and knowledge sharing within and outside organizations. While offering opportunities, Enterprise 2.0 also presents risks that must be managed through training and governance policies. The document provides examples of how different business functions can utilize Enterprise 2.0 and stresses the importance of monitoring and analytics to understand impacts and inform strategies.
This document outlines the business benefits of enterprise communities and how to measure their impact. It discusses how communities can be seamlessly integrated into core business processes like product creation, opportunity management, and support. Metrics are proposed to measure how communities impact key areas like re-use of content, win rates, and margins. The document also addresses how to establish a social value system to evaluate people, content, and communities. It provides an example of how communities improved win rates and margins at Sun Microsystems.
This presentation was put together by the marketing company New Media Strategies for Ad Council's "Best Practices" seminar series for public service marketing.
Collaborative Conversations: Using social media in product managementBrainmates Pty Limited
Social media presents many opportunities and challenges for product managers.
In this presentation brainmates outlines how how social media is being used by to help define, develop, deploy and maintain products and services.
The Social Media Boot Camp for business discussion focusses on the major social media platforms and how businesses can best leverage the platforms to engage their audience in a meaningful way and grow their brand through meaningful interaction. Now that the search engines are considering social signals there is even more reason to engage with social media than ever before.
This document discusses how to build and leverage a social B2B community. It outlines key trends in social media for businesses including how social media is becoming integrated into many job roles. It also discusses different types of content that can engage communities like video, apps, and tools. Additionally, it provides tips on monitoring conversations in social networks and responding appropriately to improve customer support. Finally, it explores how to create flexible online communities using templates and metadata to group users and content.
How to Apply Social Technologies to Product InnovationJeanne Bradford
This document discusses how social technologies can be applied throughout the product development process. It provides an overview of key concepts in social media and product innovation. The document also outlines a benchmark study conducted by the author's company to identify best practices in social product innovation. Five case studies are highlighted that demonstrate strategies like using customer input to drive corporate priorities, time-bound innovation challenges, and leveraging third-party platforms.
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
Converseon is a leading provider of social media monitoring and conversation mining services. They presented on measuring the return on investment of social media campaigns. They discussed who participates in online discussions, approaches to social media listening, how listening can inform objectives at different stages of a campaign, and use cases for social media listening across marketing, customer service, and other business functions.
Social Media Sales and Marketing RevolutionRackspace
The document discusses 7 steps to get ahead in social sales: 1) get in the game by knowing your customer hangouts, 2) build your social market value, 3) first friends then leads by connecting with your pipeline on social media, 4) connect with social intelligence by getting social insights, 5) get together and sell smarter by organizing social events, 6) inject social into the demand funnel to accelerate deals, 7) make your sales team effective, social and self-reliant through social media. It provides examples from Rackspace of how engaging customers on social platforms like LinkedIn helped improve recommendations, followers, and leads.
The document provides guidance on developing an effective social media strategy and building an engaged online community. It outlines a 7-step process: 1) profile internal community members, 2) match profiles to appropriate tools, 3) identify tools and objectives, 4) profile external community, 5) determine objectives, 6) determine resources, 7) rollout strategy. It emphasizes listening, connecting, adding value, and measuring engagement. Signs of a successful strategy include regular updates, responding to feedback, and demonstrating value for both internal and external community members across various social media platforms.
The document provides guidance on developing an effective social media strategy and building an engaged online community. It outlines a 7-step process: 1) profile internal community members, 2) match profiles to appropriate tools, 3) identify tools and objectives, 4) profile external community, 5) determine objectives, 6) determine resources, 7) rollout strategy. It emphasizes listening, connecting, adding value, and measuring engagement. Signs of a successful strategy include regular updates, resolving issues, and generating positive discussions about the brand.
InSites Consulting is a research firm that specializes in "Connected Research", which uses online tools to facilitate social interactions between research participants. This allows researchers to gain insights from organic consumer discussions and interactions. Connected Research aims to establish a more equal and participatory relationship between researchers and participants compared to traditional online research methods. The document provides examples of various online qualitative research techniques used in Connected Research, such as online discussion boards, communities, and groups that enable asynchronous or synchronous discussions. It also describes tools like user-coded open ends and user-created brainstorms that engage participants in analyzing and categorizing insights.
Is social networks going to be the next big sales channel? ... Social media is revolutionizing the way businesses large and small are marketing themselves. This presentation provides some practical points to consider when leveraging social media as an extension of your sales channels.
Introduction into Social Media and Social Media AnalyticsDr Matt McDougall
An introduction to social media and the measurement platforms of social media analytics. Some interesting examples of social media gone wrong and some other examples of companies doing social media.
Social Tools for Business: Engage, Optimize, Collaborate
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A Social Media Framework for B2B Product Managers and Marketers
1. A B2B Social Media
Framework: Transforming
Practice In
The Web 2.0 Era
Sponsored by the Product Management Consortium
Presented as a webinar on June 30, 2009
2. 2
Today’s agenda
Topic: A social media framework for product managers
and product marketers in B2B environments
Content: Theory, strategy, tactics and evidence
Q&A with the experts
Host and presenter
Dan Sears – Principal, Performant Consulting
PMC Advisory Board Member
Email: dan@performantconsulting.com
Twitter: @dansears
Product Management Consortium | www.pmcnw.org 6/30/09
7. 7
The era of social functionality
Product Management Consortium | www.pmcnw.org 6/30/09
8. 8
B2B uses for social media
Listen and monitor the online conversation
Gather product requirements and feedback
Alert customers of new product features, upcoming events
Introduce products to prospects
Develop advocates and industry influencers
Reposition products and brands
Share information during tradeshows or events
Create communities of interest and practice
Generate awareness and exposure (press releases)
Product Management Consortium | www.pmcnw.org 6/30/09
14. 14
Debunking social media myths
Myth #1 – Social media is cheap or free
You need to pay for the time and expertise to brand, promote, and develop quality
content
Myth #2 – Social media gives away ideas and content that you should charge for
BUS
Quit thinking your content is proprietary; you must prove your “expert” status
Myth #3 – You can make a big splash quickly
As with all marketing tools, it takes time to build a conversation
TED
Myth #4 – Social media is a fad that will fade
It is a fundamental shift in communication – not just new “tools”
Myth #5 – People will find you if your message is good
You must advertise and promote your social media content to drive interest
Myth #6 – The customer controls the relationship
Relationships exist based on mutual benefits; listen, respect and value customer input
Myth #7 – You can't measure social media
Social media shows huge ROI through increased SEO alone
Product Management Consortium | www.pmcnw.org 6/30/09
16. 16
It’s not only about the tools…
Social media are just tools;
‘a means to an end’
Listening
Monitoring
Promotion / Awareness
Engagement
Interaction
Targeting
Filtering
Measurement
Product Management Consortium | www.pmcnw.org 6/30/09
17. 17
It’s about communication…
Practice good fundamentals
use ‘voice of the customer’
ask lots of questions and listen
converse ‘with’, not ‘to’
walk the talk
keep it fresh, relevant and
interesting
share and provide real value
Give your best customers a stage
to talk and share with you and
other customers
Product Management Consortium | www.pmcnw.org 6/30/09
18. 18
Its about dialogue, not monologue
NEW OLD
Conversation Discussion
Transparent Controlled
Inclusive Exclusive
Dynamic ‘On-message’
Vibrant Organized
Customer-driven ‘Marketing’-driven
Product Management Consortium | www.pmcnw.org 6/30/09
19. 19
And practice, lots of practice…
Good social media is 99%
practice, 1% theory
Choreographed trial-and-error
efforts
Lots of small experiments
Don’t be afraid to fail; it’s
cheaper upfront
Find customer champions, enlist
their participation
Make social media part of your
daily ‘to-do’ list
Product Management Consortium | www.pmcnw.org 6/30/09
20. 20
Potential barriers to adoption
Technical
Financial
Social
Cultural
Business process
Product Management Consortium | www.pmcnw.org 6/30/09
21. 21
Not all customers are created equal
Jacob Nielsen's 1/9/90 rule: “participation inequality”
1% of your population will contribute a lot
9% will engage and comment from time-to-time
90% will primarily observe, browse and not participate
In other words…
90% of postings from 1% of users
10% of postings from 9% of users
And no postings from 90% of users
Red flag: unrepresentative sample
Product Management Consortium | www.pmcnw.org 6/30/09
22. 22
Profile and classify your
audience segments
Who are the actors?
Creators – they publish content for themselves or others
Critics – they respond to content from others
Collectors – they organize content for themselves or others
Joiners – they connect to others using social networks
Spectators – they consume content but don’t participate
Inactives – they neither create nor consume content
Source: Forrester Research
Product Management Consortium | www.pmcnw.org 6/30/09
23. 23
Align your communities
Source: Performant Consulting
Objective: delivery of social experiences
Product Management Consortium | www.pmcnw.org 6/30/09
24. 24
Map your communities to the market
development cycle
Source: Performant Consulting
Know your influencers for each phase
Involve your sales channel(s) in the conversation
Use the appropriate SM tool based on the phase
Product Management Consortium | www.pmcnw.org 6/30/09
26. 26
Your brand is key
Even in the B2B space,
customers are talking to
each other—online, in the
hallways, everywhere.
How do you harness and
help shape those
conversations to grow
your brand?
Product Management Consortium | www.pmcnw.org 6/30/09
27. 27
From Social Media to Social Brand
Use social media as a
platform to build a
social brand - a brand
that cultivates deep
relationships which can
influence product
innovation, product
development and
product marketing.
Product Management Consortium | www.pmcnw.org 6/30/09
28. 28
Social branding
Social media can be a
useful tool to listen and
engage.
A social brand creates Listen
live and virtual customer
communities where
Participate
influencers can help and Lead
shape conversations, Source
products, and the
meaning of the brand
with others.
Product Management Consortium | www.pmcnw.org 6/30/09
29. 29
Build and engage
Start with your best customers—those that have the
power to influence others
Build a mutually beneficial customer community that
gives them a voice and engages them in the process
of product development
Provide tools and opportunities for them to engage
their networks
Product Management Consortium | www.pmcnw.org 6/30/09
30. 30
Explore and listen
Use social media tools to listen to broader
conversations about your industry
Identify potential new groups or individuals
to target, gain insight from and monitor
Participate in conversations whenever
appropriate and seed with ideas and
content that drive them to your
community
Product Management Consortium | www.pmcnw.org 6/30/09
32. 32
SM measurement framework
Attention. The amount of traffic to your content for a given period of
time. Similar to the standard web metrics of site visits and page views.
Participation. The extent to which users engage with your content in
a channel: blog comments, FB wall posts, ratings, widget interactions.
Authority. Ala Technorati, the inbound links to your content - like
trackbacks and inbound links to a blog post or sites linking to a video.
Influence. The size of the user base subscribed to your content. For
blogs, feeds or email subscribers; followers on Twitter; Facebook fans.
Sentiment (Affinity). The ‘x-factor’ or spirit driving user participation.
The net result creates a social media engagement score.
Brand trust is hard to measure outside of $ sales.
Source: Peter Kim
Product Management Consortium | www.pmcnw.org 6/30/09
33. A case study
33
Social media is opportunistic …
Product Management Consortium | www.pmcnw.org 6/30/09
34. A case study
34
… can be immediate …
Product Management Consortium | www.pmcnw.org 6/30/09
35. A case study
35
… and makes a difference!
Product Management Consortium | www.pmcnw.org 6/30/09
36. A case study
36
How to get started
My advice: You need a
passionate insider.
Blogging and Tweeting are
good places to start.
Both are easier than you
may think.
Once your blog takes off,
you won’t want for content.
Revel in your first-mover
advantage.
Product Management Consortium | www.pmcnw.org 6/30/09
37. 37
A few B2B software examples
Adobe: Blog directory |Tagging: Del.icio.us
Amazon: Amazon Web Services blog
Avaya: Contact Center Insights blog
Blendtec: YouTube (helps sell B2B products to consumers)
BreakingPointLabs: Corporate Blog | Twitter
CapGemini: NetVibes Universe Community (blogs, bookmarking,
online video, slide sharing, virtual worlds and wikis)
Cisco: 12 Corp blogs
Dell: Ideastorm (crowdsourcing) | Twitter
EMC2: Employee blogs | Friendfeed | YouTube | Flickr
IBM: 125 Corp blogs | Forums | Twitter | Wikis | Podcasting
…and many, many more
Product Management Consortium | www.pmcnw.org 6/30/09
38. 38
Getting started in 6 steps…
1) Join the popular social media tools and play with them
2) Set-up an RSS feed reader and subscribe to feeds
3) Start blogging; reading and writing
4) Start social bookmarking with your team(s)
5) Start Twittering; follow the experts in your industry
6) Hire a social media specialist
Product Management Consortium | www.pmcnw.org 6/30/09
39. 39
A few suggested resources
Product Management Consortium | www.pmcnw.org 6/30/09
40. 40
‘Thanks’ to our guest presenters
Andy Boyer – Principal, Spring Creek Group
Facebook: http://tinyurl.com/SCG-FB
Twitter: @SpringCreekGrp
Blog: SpringCreekGroup.com/blog
Jen Travis – VP, Online Experience, Parker LePla
Facebook: http://tinyurl.com/PLPFacebook
Twitter: @ParkerLePla
Blog: IntegratedBrand.com
Joe Hage – Director, Marketing Communications, Cardiac Science
Twitter: @cardiacscience
Blog: cardiacscience.com/blog/
Product Management Consortium | www.pmcnw.org 6/30/09
41. 41
Upcoming events
Scheduled PMC events:
Aug ? – Using Social Media in B2B: Deep Dive (tell us what
you want to learn / discuss)
Oct 10: Product Camp in Seattle –www.pmcnw.org
Other upcoming events:
July 15, 22, 29: Agile PM Teleworkshops – hosted by
SDForum & PivotalPM – www.sdforum.org
Sept 30-Oct 1: Product Management Intensive –
www.pivotalpm.com
Product Management Consortium | www.pmcnw.org 6/30/09
42. 42
Summary and Conclusions
Social media is here to stay as a key component of
product and marketing communication strategy
Start now, no matter how small of an effort; experiment
Invest smartly in areas that move the needle; measure
Seek advice from experts
Product Management Consortium | www.pmcnw.org 6/30/09
43. 43
Q&A
Sample questions…
What’s the single most important thing to consider
when using social media?
What are the best tools to start using at first?
How do I develop a budget and social media plan?
Without results yet, how do I build a business case for
my Executive team?
Product Management Consortium | www.pmcnw.org 6/30/09