This document discusses how product managers can use social media to gain market insights. It suggests listening to conversations on social media about one's product, competitors' products, and related topics. By finding patterns in what people say across various social media platforms, product managers can learn what customers think about their products and how to improve them. The document advocates developing a social media strategy to systematically gather these insights and make better products based on customer feedback.

1. Social InsightsListen to the Voice of the MarketImprove Your Position in the MarketJon Gatrell@spatiallyPragmatic Marketingw: www.pragmaticmarketing.comb: www.spatiallyrelevant.org

2. The Marketing Reality

3. The NewGood Stuff

8. Who’s the Owner?

9. B2B Marketing and Social Tools Lifecycle...Everyone’s Using itNot sure how to use for my job..It’s just a time sinkMy CEO read about thisThis thing on the airplaneCOOL FACTOR.I read about this thing onon this blog, looks interesting Maybe the next thing is betterWHY DID I THINK THIS WOULD WORK?

10. What is a Social Product?

12. “……the world is becoming too fast, too complex and too networked for any company to have all the answers inside.”YochaiBenkler

13. Going Social: From Sale to Service

14. Top 5 Uses of Social MediaOptix 2010 Social Media Survey

15. Product Management Usage of Social Media

16. What is The Influence of Social Media on your go-to-market Activities?Consideredbut not a significant factorNone40%51%Major part of the program9%Source: 2009 - 2010 Pragmatic Marketing Survey

17. Yes, for the company (as an individual or as the company)Do You Use Twitter?11%NoYes, Personally62%27%Source: 2009 - 2010 Pragmatic Marketing Survey

18. #prodmgmt#pcampmn#prodmktg

19. What Do We Really Think About Twitter?The Valley is again pulling the wool over the world’s eyes. We’ve learned nothing from the late 90’s! Only experimenting at present @prdmgttype90210@dontweeverlearn2012A nuisance perpetuated by the self-absorbedIt makes my eyes bleed@notbuyingitforPM@surlypm.noreallysurlypm@pmpotential: Twitter as a marketing tool has very interesting potential @planningpm:Will use more in 2010 for products Names are changed to protect the innocentSource: 2009-2010 Pragmatic Marketing Survey

20. “”Twitter is a nonstop feedback loopRichard Binhammer

21. Optix 2010 Social Media Survey

22. So why aren’t we more social as Product folk?

23. BusinessPlanMarketingPlanPositioningPricingMarket ProblemsCustomer AcquisitionBuyingProcessMarket DefinitionBuy, Build or PartnerWin/Loss AnalysisCustomer RetentionBuyer PersonasDistribution StrategyProduct ProfitabilityDistinctive CompetenceProgram EffectivenessUserPersonasProduct PortfolioStrategicTacticalStrategicTacticalBusinessMarketProgramsPlanningStrategySupportReadinessBusinessMarketProgramsPlanningStrategySupportReadinessInnovationCompetitive LandscapeLaunchPlanRequirementsProduct RoadmapPresentations & DemosSalesProcessTechnology AssessmentThought LeadershipUseScenarios“Special”CallsCollateralLead GenerationStatus DashboardEventSupportSalesToolsReferrals & ReferencesChannelSupportChannel Training© 1993-2011 Pragmatic Marketing, Inc. All rights reserved.

24. Source: MS&L/PRWeek 2009 Social Media Survey

25. “Nothing will ever be attempted if all possible objections must be first overcome.”Samuel Johnson

26. Social Media in Product ManagementBusinessPlanMarketingPlanPositioningOthers?PricingMarket ProblemsCustomer AcquisitionBuyingProcessMarket DefinitionBuy, Build or PartnerWin/Loss AnalysisCustomer RetentionBuyer PersonasDistribution StrategyProduct ProfitabilityDistinctive CompetenceProgram EffectivenessUserPersonasProduct PortfolioStrategicTacticalStrategicTacticalBusinessMarketProgramsPlanningStrategySupportReadinessBusinessMarketProgramsPlanningStrategySupportReadinessInnovationCompetitive LandscapeLaunchPlanRequirementsProduct RoadmapPresentations & DemosSalesProcessTechnology AssessmentThought LeadershipUseScenarios“Special”CallsCollateralLead GenerationStatus DashboardEventSupportSalesToolsReferrals & ReferencesChannelSupportChannel Training© 1993-2011 Pragmatic Marketing, Inc. All rights reserved.

27. Be part of the 34%Source: MS&L/PRWeek 2009 Social Media Survey

28. “Networks don’t have people, people have networks”DemienEntrekin

29. Do You Have a Social Media Strategy?Optix 2010 Social Media Survey

32. Social Media should be a market leveraged for Market Insights

33. Synthesize Social: Find the Patterns

34. @VOCUS: Verizon iPhone Launch MonitoringSOURCE: Pragmatic Marketing March Newsletterhttp://www.pragmaticmarketing.com/publications/topics/11/what-media-monitoring-can-teach-us-about-product-launches

35. Are people talking about our product?

36. Where are they talking about the product?

37. What are they saying?

38. #buyers#customers#prodmktg#competition#partners#peers#prodmgmt1 Findhttp://www.flickr.com/photos/cctwebteam/1732901151/

39. http://www.flickr.com/photos/dullhunk/3389581452/sizes/o/

40. Listen2

41. http://www.flickr.com/photos/niclindh/1389750548/sizes/o/

42. 3Learnhttp://www.flickr.com/photos/wfryer/2516648940/sizes/o/

44. “and build better productsIf you aren’t using social mediato become a better company,you aren’t using it right. ”olivieralainblanchard@thebrandbuilder

45. THANKS!Jon Gatrell@spatiallyPragmatic Marketingw: www.pragmaticmarketing.comb: www.spatiallyrelevant.org