Social product management and marketing webinar

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

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.

One Lucky Attendee Will WIN!

Use the
#sandboxpm
hashtag

Tweet one useful
fact from the
webinar!

Winner will be
announced on
twitter!


The Product Manager is the hub of
information and activity for any products
company.


Social Business Strategy

It is not enough to be present, you
must engage & be engaging!”

 Visible  Reliable
 Accessible  Valuable
 Mobile  Trusted


People are talking
Events Trends

Company Innovation

People Features

Services Pain points

Products Conversations Competition

Are you listening?

Traditional OLD Engagement
Known
Customers

Product
Surveys Usability tests
Management

Beta
Programs


Direct Mail

Mobile eMail

Virtual Physical
Events Events

Marketing
Reach
Telemarket
SEO
-ing

Online
Influencer Social
Media
(s)

Blogs Online Ads


Customer
s
Advisory
Analysts
Boards

Influencer Technolog
s y Trends

Product
Industry
Investors Managemen Trends
t

Stake- Competitio
holders n

Crowd
Partners
sourcing
Prospects


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


“An outside-in approach increases
the likelihood of product success.”
- Pragmatic Marketing


When and How To Get
Social?
 When – ALL THE TIME
 How?
◦ Target
◦ Join in
◦ Listen & Observe
◦ Attract & Engage
◦ Repeat


Target
 Target your ideal crowd of:
◦ Influencers
◦ Like minded
◦ Prospects
◦ Customers
◦ Partners
◦ Competitors
 How?
◦ Profiling
◦ Research

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.

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

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

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


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..

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!

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


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.


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.


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


Corporate Social Media
Policies

Who owns your followers, fans, connections?

Who owns your Social Media accounts?


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..


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

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)

Fixing a #FAIL


WHAT TO DO IN A “SITUATION”

ACKNOWLEDGE

OWN

ADDRESS

REPORT BACK


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!

Q&A


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


Winner will be announced on
Twitter!


Social product management and marketing webinar

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