Listen to the Market

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Social Insights: Use Social Media for Research to improve your position in the market.

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  • This is the town hall/interactive part of the session.
  • Tell the WSJ Twitter story --- that’s what happens when you are being reactive >>>
  • Not just the owner issue – it’s the tool issue
  • So with all of these fuzzy area’s – it begs the question ---
  • This is the town hall/interactive part of the session.Intuit did $19m on community driven features - productDell $3M in Twitter sales – placementEtsy – promotion
  • 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
  • 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.
  • This is interesting – but I see a bunch of pm’s using twitter – I mean we have our own hash tags
  • So – then we must all being using it right? Let’s see what we really think about twitter/
  • If you think about twitter and marketing, one of the best references is a company right here in town – well round rock.
  • 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.
  • 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?
  • 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?
  • Google makes it easy
  • Listen to the Market

    1. 1. Social Insights<br />Listen to the Voice of the Market<br />Improve Your Position in the Market<br />Jon Gatrell<br />@spatially<br />Pragmatic Marketing<br />w: www.pragmaticmarketing.com<br />b: www.spatiallyrelevant.org<br />
    2. 2. The Marketing Reality<br />
    3. 3. The New<br />Good Stuff<br />
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8. Who’s the Owner?<br />
    9. 9. B2B Marketing and Social Tools Lifecycle<br />.<br />.<br />.<br />Everyone’s Using it<br />Not sure how to use for my job<br />.<br />.<br />It’s just a time sink<br />My CEO read about this<br />This thing on the airplane<br />COOL FACTOR<br />.<br />I read about this thing on<br />on this blog, looks interesting <br />Maybe the next thing is better<br />WHY DID I THINK THIS WOULD WORK?<br />
    10. 10. What is a Social Product?<br />
    11. 11.
    12. 12. “<br />……the world is becoming too fast, too complex and too networked for any company to have all the answers inside.<br />”<br />YochaiBenkler<br />
    13. 13. Going Social: From Sale to Service<br />
    14. 14. Top 5 Uses of Social Media<br />Optix 2010 Social Media Survey<br />
    15. 15. Product Management Usage of Social Media<br />
    16. 16. What is The Influence of Social Media on your <br />go-to-market Activities?<br />Considered<br />but not a significant factor<br />None<br />40%<br />51%<br />Major part of the program<br />9%<br />Source: 2009 - 2010 Pragmatic Marketing Survey<br />
    17. 17. Yes, for the company <br />(as an individual or as the company)<br />Do You Use Twitter?<br />11%<br />No<br />Yes, Personally<br />62%<br />27%<br />Source: 2009 - 2010 Pragmatic Marketing Survey<br />
    18. 18. #prodmgmt<br />#pcampmn<br />#prodmktg<br />
    19. 19. What Do We Really Think About Twitter?<br />The Valley is again pulling the wool over the world’s eyes. We’ve learned nothing from the late 90’s! <br />Only experimenting at present <br />@prdmgttype90210<br />@dontweeverlearn2012<br />A nuisance perpetuated by the self-absorbed<br />It makes my eyes bleed<br />@notbuyingitforPM<br />@surlypm.noreallysurlypm<br />@pmpotential: Twitter as a marketing tool has very interesting potential <br />@planningpm:Will use more in 2010 for products <br />Names are changed to protect the innocent<br />Source: 2009-2010 Pragmatic Marketing Survey<br />
    20. 20. “<br />”<br />Twitter is a nonstop feedback loop<br />Richard Binhammer<br />
    21. 21. Optix 2010 Social Media Survey<br />
    22. 22. So why aren’t we more social as Product folk?<br />
    23. 23. BusinessPlan<br />MarketingPlan<br />Positioning<br />Pricing<br />Market Problems<br />Customer Acquisition<br />BuyingProcess<br />Market Definition<br />Buy, Build or Partner<br />Win/Loss Analysis<br />Customer Retention<br />Buyer Personas<br />Distribution Strategy<br />Product Profitability<br />Distinctive Competence<br />Program Effectiveness<br />UserPersonas<br />Product Portfolio<br />Strategic<br />Tactical<br />Strategic<br />Tactical<br />Business<br />Market<br />Programs<br />Planning<br />Strategy<br />Support<br />Readiness<br />Business<br />Market<br />Programs<br />Planning<br />Strategy<br />Support<br />Readiness<br />Innovation<br />Competitive Landscape<br />LaunchPlan<br />Requirements<br />Product Roadmap<br />Presentations & Demos<br />SalesProcess<br />Technology Assessment<br />Thought Leadership<br />UseScenarios<br />“Special”Calls<br />Collateral<br />Lead Generation<br />Status Dashboard<br />EventSupport<br />SalesTools<br />Referrals & References<br />ChannelSupport<br />Channel Training<br />© 1993-2011 Pragmatic Marketing, Inc. All rights reserved. <br />
    24. 24. Source: MS&L/PRWeek 2009 Social Media Survey<br />
    25. 25. “<br />Nothing will ever be attempted if all possible objections must be first overcome.<br />”<br />Samuel Johnson<br />
    26. 26. Social Media in Product Management<br />BusinessPlan<br />MarketingPlan<br />Positioning<br />Others?<br />Pricing<br />Market Problems<br />Customer Acquisition<br />BuyingProcess<br />Market Definition<br />Buy, Build or Partner<br />Win/Loss Analysis<br />Customer Retention<br />Buyer Personas<br />Distribution Strategy<br />Product Profitability<br />Distinctive Competence<br />Program Effectiveness<br />UserPersonas<br />Product Portfolio<br />Strategic<br />Tactical<br />Strategic<br />Tactical<br />Business<br />Market<br />Programs<br />Planning<br />Strategy<br />Support<br />Readiness<br />Business<br />Market<br />Programs<br />Planning<br />Strategy<br />Support<br />Readiness<br />Innovation<br />Competitive Landscape<br />LaunchPlan<br />Requirements<br />Product Roadmap<br />Presentations & Demos<br />SalesProcess<br />Technology Assessment<br />Thought Leadership<br />UseScenarios<br />“Special”Calls<br />Collateral<br />Lead Generation<br />Status Dashboard<br />EventSupport<br />SalesTools<br />Referrals & References<br />ChannelSupport<br />Channel Training<br />© 1993-2011 Pragmatic Marketing, Inc. All rights reserved. <br />
    27. 27. Be part of the 34%<br />Source: MS&L/PRWeek 2009 Social Media Survey<br />
    28. 28. “<br />Networks don’t have people, people have networks<br />”<br />DemienEntrekin<br />
    29. 29. Do You Have a Social Media Strategy?<br />Optix 2010 Social Media Survey<br />
    30. 30.
    31. 31.
    32. 32. Social Media should be a market leveraged for Market Insights<br />
    33. 33. Synthesize Social: Find the Patterns<br />
    34. 34. @VOCUS: Verizon iPhone Launch Monitoring<br />SOURCE: Pragmatic Marketing March Newsletter<br />http://www.pragmaticmarketing.com/publications/topics/11/what-media-monitoring-can-teach-us-about-product-launches<br />
    35. 35. Are people talking about our product?<br />
    36. 36. Where are they talking about the product?<br />
    37. 37. What are they saying?<br />
    38. 38. #buyers<br />#customers<br />#prodmktg<br />#competition<br />#partners<br />#peers<br />#prodmgmt<br />1<br /> Find<br />http://www.flickr.com/photos/cctwebteam/1732901151/<br />
    39. 39. http://www.flickr.com/photos/dullhunk/3389581452/sizes/o/<br />
    40. 40. Listen<br />2<br />
    41. 41. http://www.flickr.com/photos/niclindh/1389750548/sizes/o/<br />
    42. 42. 3<br />Learn<br />http://www.flickr.com/photos/wfryer/2516648940/sizes/o/<br />
    43. 43.
    44. 44. “<br />and build better products<br />If you aren’t using social media<br />to become a better company,<br />you aren’t using it right. <br />”<br />olivieralainblanchard<br />@thebrandbuilder<br />
    45. 45. THANKS!<br />Jon Gatrell<br />@spatially<br />Pragmatic Marketing<br />w: www.pragmaticmarketing.com<br />b: www.spatiallyrelevant.org<br />

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