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

2. The Marketing Reality

3. The New Good Stuff

8. Who’s the Owner?

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?

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

18. #prodmgmt #pcampmn #prodmktg

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

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/

39. http://www.flickr.com/photos/dullhunk/3389581452/sizes/o/

40. Listen 2

41. http://www.flickr.com/photos/niclindh/1389750548/sizes/o/

42. 3 Learn http://www.flickr.com/photos/wfryer/2516648940/sizes/o/

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