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There’s No Such Thing as a Social Product
                 Only Social Product Managers



Jon Gatrell
@spatially
Pragmatic Marketing
The New
Good Stuff
B2B Marketing and Social Tools Lifecycle



                        . .       Everyone’s Using it



                                                          .
                                                          Not sure how to use for my job




                                                                  .
COOL FACTOR



                                                                   It’s just a time sink



              .
                        My CEO read about this
                        This thing on the airplane




                                                                       .
                  I read about this thing on
                  on this blog, looks interesting



                                                        Maybe the next thing is better




              WHY DID I THINK THIS WOULD WORK?
……the world is becoming too fast,
 too complex and too networked
 for any company to have all the
 answers inside.
Considered
                    but not a
                   significant
  None               factor
   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)

                                   11%




    No
                         Yes,
   62%                 Personally
                         27%




Source: 2009 - 2010 Pragmatic Marketing Survey
#prodmgmt

 #pca10

  #agile
The Valley is again pulling the wool
        Only experimenting at present          over the world’s eyes. We’ve learned
                                               nothing from the late 90’s!
                  @prdmgttype90210                  @dontweeverlearn2012



         A nuisance perpetuated by the self-
                                                It makes my eyes bleed
         absorbed

                   @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
Business                       Marketing
                                                           Positioning
                                             Plan                           Plan

              Market         Market                         Buying        Customer
                                            Pricing
             Problems       Definition                      Process      Acquisition

             Win/Loss      Distribution   Buy, Build         Buyer        Customer
             Analysis        Strategy     or Partner        Personas      Retention

             Distinctive    Product         Product           User          Program
            Competence      Portfolio     Profitability     Personas     Effectiveness
Strategic




                                                                                                                      Tactical
                                                                                                                      Tactical
              Market        Strategy       Business         Planning      Programs       Readiness      Support

            Competitive      Product                                       Launch         Sales       Presentations
                                          Innovation      Requirements
             Landscape      Roadmap                                         Plan         Process        & Demos

            Technology                                        Use          Thought                      “Special”
                                                                                         Collateral
            Assessment                                     Scenarios      Leadership                      Calls

                                                             Status        Lead            Sales         Event
                                                           Dashboard     Generation        Tools        Support

                                                                         Referrals &     Channel        Channel
                                                                         References      Training       Support


© 1993-2010 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.
Business                       Marketing
                                                           Positioning
                                             Plan                           Plan

              Market         Market                         Buying        Customer
                                            Pricing
             Problems       Definition                      Process      Acquisition

             Win/Loss      Distribution   Buy, Build         Buyer        Customer
             Analysis        Strategy     or Partner        Personas      Retention

             Distinctive    Product         Product           User          Program
            Competence      Portfolio     Profitability     Personas     Effectiveness
Strategic




                                                                                                                      Tactical
                                                                                                                      Tactical
              Market        Strategy       Business         Planning      Programs       Readiness      Support

            Competitive      Product                                       Launch         Sales       Presentations
                                          Innovation      Requirements
             Landscape      Roadmap                                         Plan         Process        & Demos

            Technology                                        Use          Thought                      “Special”
                                                                                         Collateral
            Assessment                                     Scenarios      Leadership                      Calls

                                                             Status        Lead            Sales         Event
                                                           Dashboard     Generation        Tools        Support

                                                                         Referrals &     Channel        Channel
                                                                         References      Training       Support
© 1993-2010 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
The rush to start using the tools should not
outweigh the need to formulate a social
media strategy
#buyers
                                                              #customers
                                                             #competition
                                                      Find     #partners
                                                                #peers
                                                              #prodmgmt

http://www.flickr.com/photos/cctwebteam/1732901151/
http://www.flickr.com/photos/dullhunk/3389581452/sizes/o/
Listen
http://www.flickr.com/photos/niclindh/1389750548/sizes/o/
Learn
http://www.flickr.com/photos/wfryer/2516648940/sizes/o/
While we ponder when to begin,
      it becomes too late.

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No Such Thing As Social Products

  • 1. There’s No Such Thing as a Social Product Only Social Product Managers Jon Gatrell @spatially Pragmatic Marketing
  • 3.
  • 4. B2B Marketing and Social Tools Lifecycle . . Everyone’s Using it . Not sure how to use for my job . COOL FACTOR It’s just a time sink . My CEO read about this This thing on the airplane . I read about this thing on on this blog, looks interesting Maybe the next thing is better WHY DID I THINK THIS WOULD WORK?
  • 5.
  • 6.
  • 7. ……the world is becoming too fast, too complex and too networked for any company to have all the answers inside.
  • 8.
  • 9.
  • 10. Considered but not a significant None factor 40% 51% Major part of the program 9% Source: 2009 - 2010 Pragmatic Marketing Survey
  • 11. Yes, for the company (as an individual or as the company) 11% No Yes, 62% Personally 27% Source: 2009 - 2010 Pragmatic Marketing Survey
  • 13. The Valley is again pulling the wool Only experimenting at present over the world’s eyes. We’ve learned nothing from the late 90’s! @prdmgttype90210 @dontweeverlearn2012 A nuisance perpetuated by the self- It makes my eyes bleed absorbed @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
  • 14. Twitter is a nonstop feedback loop
  • 15.
  • 16. Business Marketing Positioning Plan Plan Market Market Buying Customer Pricing Problems Definition Process Acquisition Win/Loss Distribution Buy, Build Buyer Customer Analysis Strategy or Partner Personas Retention Distinctive Product Product User Program Competence Portfolio Profitability Personas Effectiveness Strategic Tactical Tactical Market Strategy Business Planning Programs Readiness Support Competitive Product Launch Sales Presentations Innovation Requirements Landscape Roadmap Plan Process & Demos Technology Use Thought “Special” Collateral Assessment Scenarios Leadership Calls Status Lead Sales Event Dashboard Generation Tools Support Referrals & Channel Channel References Training Support © 1993-2010 Pragmatic Marketing, Inc. All rights reserved.
  • 17. Source: MS&L/PRWeek 2009 Social Media Survey
  • 18. Nothing will ever be attempted if all possible objections must be first overcome.
  • 19. Business Marketing Positioning Plan Plan Market Market Buying Customer Pricing Problems Definition Process Acquisition Win/Loss Distribution Buy, Build Buyer Customer Analysis Strategy or Partner Personas Retention Distinctive Product Product User Program Competence Portfolio Profitability Personas Effectiveness Strategic Tactical Tactical Market Strategy Business Planning Programs Readiness Support Competitive Product Launch Sales Presentations Innovation Requirements Landscape Roadmap Plan Process & Demos Technology Use Thought “Special” Collateral Assessment Scenarios Leadership Calls Status Lead Sales Event Dashboard Generation Tools Support Referrals & Channel Channel References Training Support © 1993-2010 Pragmatic Marketing, Inc. All rights reserved.
  • 20. Be part of the 34% Source: MS&L/PRWeek 2009 Social Media Survey
  • 21. Networks don’t have people, people have networks
  • 22.
  • 23. The rush to start using the tools should not outweigh the need to formulate a social media strategy
  • 24.
  • 25. #buyers #customers #competition Find #partners #peers #prodmgmt http://www.flickr.com/photos/cctwebteam/1732901151/
  • 30. While we ponder when to begin, it becomes too late.