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How to launch your product with Social Media

Talk on October 12th at the Haas School of Business on how to use social media to launch a product.

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How to launch your product with Social Media

  1. Launching products using Social Media Sana Choudary Product and Market Strategy consultant
  2. Why are we here?
  3. Who am I? <ul><ul><li>Sana N Choudary aka traffichoney </li></ul></ul><ul><ul><li>Work with entrepreneurs who are having the challenge of using social media to effectively connect with their potential customers </li></ul></ul><ul><ul><li>Help them cultivate strong profitable customer and influencer relationships </li></ul></ul>
  4. Business context for social media <ul><ul><li>Customer ladder </li></ul></ul><ul><ul><li>Where social media helps  </li></ul></ul>
  5. Customer ladder <ul><ul><li>Customer lifecycle funnel </li></ul></ul><ul><ul><li>Why ladder? </li></ul></ul><ul><ul><li>4 stages </li></ul></ul>Source : Marketing and Product Development through the customer lifecycle, Traffichoney blog,
  6. Acquisition <ul><ul><li>Acquire a customer through promotional activities </li></ul></ul><ul><ul><li>Which social network? </li></ul></ul>
  7. Which network? Source : Conversation Prism, Brian Solis,
  8. How social media helps acquisition <ul><ul><li>Conversation marketing </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Ads </li></ul></ul><ul><ul><ul><li>Google </li></ul></ul></ul><ul><ul><ul><li>Social media </li></ul></ul></ul>
  9. Activation <ul><ul><li>Action(s) that reflects deeper engagement than in acquisition such as </li></ul></ul><ul><ul><ul><li>Deeper page views </li></ul></ul></ul><ul><ul><ul><li>Registration </li></ul></ul></ul><ul><ul><ul><li>Other first time interaction </li></ul></ul></ul>
  10. How social media can help activation <ul><ul><li>Reminder to activate—ex. Facebook app notifications </li></ul></ul><ul><ul><li>Needs analysis--what is most valuable data from acquisition efforts (ex. Metric CTR) </li></ul></ul><ul><ul><li>Listening--what they say regarding experience with your product, competitive products, alternative products </li></ul></ul>
  11. Retention Repeat and frequent engagement with your product
  12. How social media can help retention <ul><ul><li>Investigating what to do to </li></ul></ul><ul><ul><ul><li>Continuously fulfill customer needs </li></ul></ul></ul><ul><ul><ul><li>Give them a reason to come back often </li></ul></ul></ul><ul><ul><li>Reminding them to come back by telling them about </li></ul></ul><ul><ul><ul><li>New features/offerings </li></ul></ul></ul><ul><ul><ul><li>New activity on site/app </li></ul></ul></ul><ul><ul><ul><li>Facebook newsfeed </li></ul></ul></ul>
  13. Referral <ul><ul><li>Customers love your product </li></ul></ul><ul><ul><li>Share with their friends </li></ul></ul>
  14. How social media can help referral <ul><ul><li>Allow sharing with friends </li></ul></ul><ul><ul><li>Remind them to share </li></ul></ul><ul><ul><li>Incentivize them to share </li></ul></ul>
  15. Summary <ul><li>Keep in mind: </li></ul><ul><ul><li>who are your intended customers </li></ul></ul><ul><ul><li>how can you learn about them and/or test your assumptions about them </li></ul></ul><ul><ul><li>what is the lowest time and effort intensive way of reaching them </li></ul></ul><ul><ul><li>what stage of the customer development process are you in </li></ul></ul>
  16. Consult for a very limited number of startups that I think are creative and have solid business potential. If you think that describes you you contact me:  Sana N Choudary @traffichoney [email_address] Blog: