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Social Insights Listen to the Voice of the Market Improve Your Position in the Market Jon Gatrell @spatially Pragmatic Marketing w: www.pragmaticmarketing.com b: www.spatiallyrelevant.org
The Marketing Reality
The New Good Stuff
Who’s the Owner?
B2B Marketing and Social Tools Lifecycle . . . Everyone’s Using it Not sure how to use for my job . . It’s just a time sink My CEO read about this This thing on the airplane COOL FACTOR . I read about this thing on on this blog, looks interesting  Maybe the next thing is better WHY DID I THINK THIS WOULD WORK?
What is a Social Product?
“ ……the world is becoming too fast, too complex and too networked for any company to have all the answers inside. ” YochaiBenkler
Going Social: From Sale to Service
Top 5 Uses of Social Media Optix 2010 Social Media Survey
Product Management Usage of Social Media
What is The Influence of Social Media on your  go-to-market Activities? Considered but not a significant   factor None 40% 51% Major part of the program 9% Source: 2009 - 2010 Pragmatic Marketing Survey
Yes, for the company  (as an individual or as the company) Do You Use Twitter? 11% No Yes, Personally 62% 27% Source: 2009 - 2010 Pragmatic Marketing Survey
#prodmgmt #pcampmn #prodmktg
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 @dontweeverlearn2012 A nuisance perpetuated by the self-absorbed It 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 innocent Source: 2009-2010 Pragmatic Marketing Survey
“ ” Twitter is a nonstop feedback  loop Richard Binhammer
Optix 2010 Social Media Survey
So why aren’t we more social as Product folk?
BusinessPlan MarketingPlan Positioning Pricing Market Problems Customer Acquisition BuyingProcess Market Definition Buy, Build or Partner Win/Loss Analysis Customer Retention Buyer Personas Distribution Strategy Product Profitability Distinctive Competence Program Effectiveness UserPersonas Product Portfolio Strategic Tactical Strategic Tactical Business Market Programs Planning Strategy Support Readiness Business Market Programs Planning Strategy Support Readiness Innovation Competitive Landscape LaunchPlan Requirements Product Roadmap Presentations & Demos SalesProcess Technology Assessment Thought Leadership UseScenarios “Special”Calls Collateral Lead Generation Status Dashboard EventSupport SalesTools Referrals & References ChannelSupport Channel Training © 1993-2011 Pragmatic Marketing, Inc. All rights reserved.
Source: MS&L/PRWeek 2009 Social Media Survey
“ Nothing will ever be attempted if all possible objections must be first overcome. ” Samuel Johnson
Social Media in Product Management BusinessPlan MarketingPlan Positioning Others? Pricing Market Problems Customer Acquisition BuyingProcess Market Definition Buy, Build or Partner Win/Loss Analysis Customer Retention Buyer Personas Distribution Strategy Product Profitability Distinctive Competence Program Effectiveness UserPersonas Product Portfolio Strategic Tactical Strategic Tactical Business Market Programs Planning Strategy Support Readiness Business Market Programs Planning Strategy Support Readiness Innovation Competitive Landscape LaunchPlan Requirements Product Roadmap Presentations & Demos SalesProcess Technology Assessment Thought Leadership UseScenarios “Special”Calls Collateral Lead Generation Status Dashboard EventSupport SalesTools Referrals & References ChannelSupport Channel Training © 1993-2011 Pragmatic Marketing, Inc. All rights reserved.
Be part of the 34% Source: MS&L/PRWeek 2009 Social Media Survey
“ Networks don’t have people, people have networks ” DemienEntrekin
Do You Have a Social Media Strategy? Optix 2010 Social Media Survey
Social Media should be a market leveraged for Market Insights
Synthesize Social: Find the Patterns
@VOCUS: Verizon iPhone Launch Monitoring SOURCE:  Pragmatic Marketing March Newsletter http://www.pragmaticmarketing.com/publications/topics/11/what-media-monitoring-can-teach-us-about-product-launches
Are people talking about our product?
Where are they talking about the product?
What are they saying?
#buyers #customers #prodmktg #competition #partners #peers #prodmgmt 1       Find http://www.flickr.com/photos/cctwebteam/1732901151/
http://www.flickr.com/photos/dullhunk/3389581452/sizes/o/
Listen 2
http://www.flickr.com/photos/niclindh/1389750548/sizes/o/
3 Learn http://www.flickr.com/photos/wfryer/2516648940/sizes/o/
“ and build better products If you aren’t using social media to become a better company, you aren’t using it right.  ” olivieralainblanchard @thebrandbuilder
THANKS! Jon Gatrell @spatially Pragmatic Marketing w: www.pragmaticmarketing.com b: www.spatiallyrelevant.org

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Listen to the Market

  • 1. Social Insights Listen to the Voice of the Market Improve Your Position in the Market Jon Gatrell @spatially Pragmatic Marketing w: www.pragmaticmarketing.com b: www.spatiallyrelevant.org
  • 3. The New Good Stuff
  • 4.
  • 5.
  • 6.
  • 7.
  • 9. B2B Marketing and Social Tools Lifecycle . . . Everyone’s Using it Not sure how to use for my job . . It’s just a time sink My CEO read about this This thing on the airplane COOL FACTOR . I read about this thing on on this blog, looks interesting Maybe the next thing is better WHY DID I THINK THIS WOULD WORK?
  • 10. What is a Social Product?
  • 11.
  • 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 Media Optix 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? Considered but not a significant factor None 40% 51% Major part of the program 9% Source: 2009 - 2010 Pragmatic Marketing Survey
  • 17. Yes, for the company (as an individual or as the company) Do You Use Twitter? 11% No Yes, Personally 62% 27% Source: 2009 - 2010 Pragmatic Marketing Survey
  • 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 @dontweeverlearn2012 A nuisance perpetuated by the self-absorbed It 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 innocent Source: 2009-2010 Pragmatic Marketing Survey
  • 20. “ ” Twitter is a nonstop feedback loop Richard Binhammer
  • 21. Optix 2010 Social Media Survey
  • 22. So why aren’t we more social as Product folk?
  • 23. BusinessPlan MarketingPlan Positioning Pricing Market Problems Customer Acquisition BuyingProcess Market Definition Buy, Build or Partner Win/Loss Analysis Customer Retention Buyer Personas Distribution Strategy Product Profitability Distinctive Competence Program Effectiveness UserPersonas Product Portfolio Strategic Tactical Strategic Tactical Business Market Programs Planning Strategy Support Readiness Business Market Programs Planning Strategy Support Readiness Innovation Competitive Landscape LaunchPlan Requirements Product Roadmap Presentations & Demos SalesProcess Technology Assessment Thought Leadership UseScenarios “Special”Calls Collateral Lead Generation Status Dashboard EventSupport SalesTools Referrals & References ChannelSupport Channel 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 Management BusinessPlan MarketingPlan Positioning Others? Pricing Market Problems Customer Acquisition BuyingProcess Market Definition Buy, Build or Partner Win/Loss Analysis Customer Retention Buyer Personas Distribution Strategy Product Profitability Distinctive Competence Program Effectiveness UserPersonas Product Portfolio Strategic Tactical Strategic Tactical Business Market Programs Planning Strategy Support Readiness Business Market Programs Planning Strategy Support Readiness Innovation Competitive Landscape LaunchPlan Requirements Product Roadmap Presentations & Demos SalesProcess Technology Assessment Thought Leadership UseScenarios “Special”Calls Collateral Lead Generation Status Dashboard EventSupport SalesTools Referrals & References ChannelSupport Channel 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
  • 30.
  • 31.
  • 32. Social Media should be a market leveraged for Market Insights
  • 33. Synthesize Social: Find the Patterns
  • 34. @VOCUS: Verizon iPhone Launch Monitoring SOURCE: Pragmatic Marketing March Newsletter http://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 #prodmgmt 1 Find http://www.flickr.com/photos/cctwebteam/1732901151/
  • 43.
  • 44. “ and build better products If you aren’t using social media to become a better company, you aren’t using it right. ” olivieralainblanchard @thebrandbuilder
  • 45. THANKS! Jon Gatrell @spatially Pragmatic Marketing w: www.pragmaticmarketing.com b: www.spatiallyrelevant.org

Editor's Notes

  1. This is the town hall/interactive part of the session.
  2. Tell the WSJ Twitter story --- that’s what happens when you are being reactive >>>
  3. Not just the owner issue – it’s the tool issue
  4. So with all of these fuzzy area’s – it begs the question ---
  5. This is the town hall/interactive part of the session.Intuit did $19m on community driven features - productDell $3M in Twitter sales – placementEtsy – promotion
  6. So something is clearly broken – we heard about it this morning – what is social media, how do you use it market -- social media is a bunch of stuff. --- BUT THERE IS ONE TRUTH
  7. So based on this graphic it appears that gartner and forrester have all the cool concept graphs/quadrantsClick --- but the reality is product managers, marketing folk, support people and sales people are using social technologies to be more effective, be more productive and make better products.
  8. This is interesting – but I see a bunch of pm’s using twitter – I mean we have our own hash tags
  9. So – then we must all being using it right? Let’s see what we really think about twitter/
  10. If you think about twitter and marketing, one of the best references is a company right here in town – well round rock.
  11. To take us full circle, if you are tactical and looking to address the inbound requests/ or being reactive – you will just be creating stuff and moving on.
  12. Frank StrongMonitored multiple media typesNews: 22,000 articlesBlogs: 2,500 blogs, 14,000 postesSocial Media: 230,000 referencesMonitoring ContextWhere are they talking about our product?What are they saying?Who are the key influencers shaping the discussion?
  13. Is the network really a differentiator?Is it worth switching to VRZN if I just renewed with AT&T?Is the data plan similar to AT&T or not?
  14. Google makes it easy