Mais conteúdo relacionado Semelhante a Social product management and marketing webinar (20) Social product management and marketing webinar1. Social Product Marketing &
Management
Anastasia Valentine
CEO
Sandbox PM An Idea to Launch Company
BE SOCIAL!
Follow the #sandboxpm hashtag on Twitter
Contribute your thoughts using #sandboxpm
Follow US on Twitter @sandboxpm
Follow Anastasia on Twitter @avv
2. About Us!
Sandbox PM, an idea to launch company provides
all sizes of organizations with support and services
from idea through to launch. Taking the role of
your extended team, Sandbox PM will play a
hands on role in your success in introducing your
company, products and services to the market.
We work with organizations who are passionate
about what they do! This includes solopreneurs to
startups, medium size companies to billion dollar
enterprises!
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
3. One Lucky Attendee Will WIN!
Use the
#sandboxpm
hashtag
Tweet one useful
fact from the
webinar!
Winner will be
announced on
twitter!
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
4. The Product Manager is the hub of
information and activity for any products
company.
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
5. Social Business Strategy
It is not enough to be present, you
must engage & be engaging!”
Visible Reliable
Accessible Valuable
Mobile Trusted
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6. People are talking
Events Trends
Company Innovation
People Features
Services Pain points
Products Conversations Competition
Are you listening?
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7. Traditional OLD Engagement
Known
Customers
Product
Surveys Usability tests
Management
Beta
Programs
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8. Direct Mail
Mobile eMail
Virtual Physical
Events Events
Marketing
Reach
Telemarket
SEO
-ing
Online
Influencer Social
Media
(s)
Blogs Online Ads
Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
9. Customer
s
Advisory
Analysts
Boards
Influencer Technolog
s y Trends
Product
Industry
Investors Managemen Trends
t
Stake- Competitio
holders n
Crowd
Partners
sourcing
Prospects
Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
11. Product Management Gets
Social
Social Media is an opportunity for:
Delight the customer opportunities
Idea/Requirements gathering
Validation
◦ (strategy, requirements, usability, etc.)
Use Cases, User Stories
Persona development
Beta recruitment
Success stories
Testimonials
Usability / Product Appeal
Scalability
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
12. “An outside-in approach increases
the likelihood of product success.”
- Pragmatic Marketing
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13. When and How To Get
Social?
When – ALL THE TIME
How?
◦ Target
◦ Join in
◦ Listen & Observe
◦ Attract & Engage
◦ Repeat
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14. Target
Target your ideal crowd of:
◦ Influencers
◦ Like minded
◦ Prospects
◦ Customers
◦ Partners
◦ Competitors
How?
◦ Profiling
◦ Research
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
15. The Social Media Influencer
Credibility in the market
Large, qualified following
Heavily engaged with their audience
Reliable & consistent
Information consistently shared by
following
Trusted by your targets
Don’t underestimate the power and
value of a social media influencer.
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without writ.ten consent.
17. GO! Join in!
Ask your crowd where they go
Research where your
industry/competitors go
Focus & only go where your targets go
◦ Join
◦ Like
◦ Follow
◦ Connect
◦ Share
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
19. Listen & Observe
Listen for:
◦ Market needs / pain
◦ Trends (technology & industry)
◦ Feature requests
◦ “delight the customer” opportunities
Observe for:
◦ Influencers
◦ New players
◦ Tactics that work / & don’t
◦ Competitor #fails
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20. Attract & Engage!
Create a reliable pattern of engagement
◦ Ask meaningful questions (daily)
◦ Answer relevant (high visibility) questions (daily)
◦ Provide meaningful information (daily)
◦ Declare a call to action (daily)
◦ Follow up & follow through
◦ Invite to participate
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
21. Social Product Management
ROI
Measure Numbers! (they never lie)
◦ Followers
# of followers, likes, people in circles, etc.
◦ Ideal Follower
# of qualified followers, likes, people in circles, etc.
◦ Influencers
# of influencers in your space
◦ Reach
# of shares, +1’s , tweets, favorites, etc…
◦ Conversions
# of
signups, transactions, revenue, attendance, etc..
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
22. Social Product – ROI – How
To!
1. Create your social campaign
2. Create some educated measures of
ROI
3. Let the campaign run for 2 weeks
4. Measure your ROI
5. Course correct & refine ROI goals
6. Be RUTHLESS. & measure often
Measure well If it isn’t generating
value or converting, it is COSTING you
money.
KILL IT & try something else!
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
23. Social Product – ROI – How
To!
Time to invest (Time) Money to spend (Money)
Research Tools / Platform
Campaign Promotions / Advertising
Engagement Memberships
Time + Money = INVESTMENT
Conversions = RETURN
RETURN – INVESTMENT = ROI
IF THEN ELSE
If ROI is >0 Then Keep GOING!
If ROI =0 Not GOOD ENOUGH! Keep Going & Tune!
If ROI is <0 Then STOP & RETUNE
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
24. Positive Social Disruption!
Follow all of your competitors SM Accounts
Monitor all competitive
◦ Forums
◦ Hashtags
Get on your competitors
◦ Mailing lists
Attend your competitors
◦ Webinars
◦ Tradeshows
◦ Twitter chats
◦ Google Hangouts
◦ Etc.
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25. Disrupt Business as Usual
NOT FOR THE FAINT OF HEART
NOR THE CONSERVATIVE
Respond to competitive feature requests
Positive engagement on competitive
hashtags
Monitor competitor weaknesses/complaints
Provide solutions to competitive product
problems
Positive Disruption is great.
Negative disruption is bad business.
Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
26. How Much Time Should I
Spend? Social Media Use is a Time
Unfocused
Sucking Activity to be Avoided at All
Costs!
10%
5%
½ hour a day?
Focus on the measureable outcome
Demonstrate success
Ask for allocated time
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27. Corporate Social Media
Policies
Who owns your followers, fans, connections?
Who owns your Social Media accounts?
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28. From a Corporate Perspective
Your Social Media Policy Should Be:
integrated into your employment agreement
included in your employee handbook
all accounts should be branded with the company name
and clear ownership of the accounts be expressed. For
example:
◦ Brand-Employee - SandboxAnastasia
All communications on the business account be business
oriented & follow a code of conduct
Restrict business communications to the business account
and not personal accounts
Restrict social media spokesperson duties to specific
individuals / roles
Restrict conversation on topics such as financials results,
forward looking statements, legal matters etc..
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29. From an Employee
Perspective
Use your personal accounts to
develop your personal brand –
Leverage it!
Rule of thumb – distinguish/separate
your employment communications
from personal.
You can still provide value & though
leadership through your own accounts
Don’t use company time for personal
social media communications
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30. Be Socially Responsible!
“YOU SAID WHAT?!?”
Right person in the social role
Clear rules of engagement
Empowered & trusted to respond
Keep it Simple Sir/Sista! (KISS)
32. WHAT TO DO IN A “SITUATION”
ACKNOWLEDGE
OWN
ADDRESS
REPORT BACK
Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
33. Wrap it up in a bow!
Product Management & Marketing
NEEDS to be social!
Leverage Social Media to share info &
get info DAILY!
Everything needs to be measured for
success!
Start slow, keep it simple and build
your social media strategy!
Still need some help! Ask Sandbox!
Copyright ©2012 Sandbox PM. Reproduction in whole or part not permitted without written consent.
35. 10 Day Launch Strategy
1. Target your ideal
customer
2. Develop marketing
messages
3. Soft launching &
customer testimonials
4. Pricing
5. Incentives & offers
6. Your marketing
campaign
7. Spreading the word
8. Media attention
9. Systems go!
10. Launch day
Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
36. Winner will be announced on
Twitter!
Copyright ©2011 Sandbox PM. Reproduction in whole or part not permitted without written consent.
Notas do Editor No talking smack about customers or competitors or competitors customersYour opinion although interesting is irrelevant