Tom Grant's presentation on how social media changes product management and product marketing, with an emphasis on the inbound aspects of PM.

1. From product management to social product management Tom Grant, Ph.D. Senior Analyst Forrester Research P-Camp Austin March 27, 2010

5. Two sides of social media Requirements, MOAs, escalactions, innovation, personas, use cases, buying and adoption patterns Product marketing, campaigns, launches, etc. LISTEN EMBRACE SUPPORT TALK ENERGIZE SPREAD INBOUND OUTBOUND

9. Traditional sources are flawed Top 3 Sources Customer meetings E-mail feedback from customers Bug reports Limitations A lot of work for a small sample May talk to the wrong user Not the customers you don’t have Incidental after-effects Your language, not the user’s Not the customers you don’t have Incidental after-effects Technical issues, not use cases Not the customers you don’t have Source: June 16, 2008, “Improving Your Product Management Tools”

10. What are the biggest reqs. challenges? Not enough time to gather and incorporate real-world feedback before the product release. Not enough or inaccurate information. Decision-makers who trivialize or ignore information that challenges their preferred assumptions or outcomes. Difficulties in keeping requirements information up to date. Insufficient insight into the user's, buyer's, or implementer's point of view. Increase the speed of collection, while lowering its cost. Increase the breadth, depth, and reliability of information. Use data to increase leverage over product decision-making. Make research into customers and markets an ongoing activity. Use sources of information from customers, by customers, about customers CHALLENGE FIX Source: Requirements in the technology industry, 2009 survey, published results forthcoming

11. The old medium was part of the problem YOU IT (or other company rep.) Target user Stakeholder

14. SM have already changed the conversation YOU Target user Stakeholder Talk less, listen more IT

18. People vary on how they use SM GENERAL POPULATION LAWYERS Creators Critics Collectors Joiners Spectators Inactives 5% 17% 11% 22% 43% 49% 14% 16% 11% 13% 49% 46% Source: B2B North American and European B2B Social Technographics Online Survey, Q4 2008

19. And when they use it Source: B2B North American and European B2B Social Technographics Online Survey, Q4 2008 CRM/SFA

20. You must pick the right venue Vendor forums Vendor innovation sites Vendor blogs Vendor Wikis Vendor code libraries Vendor networking Vendor subscription Independent forums Micro- blogging Independent blogs Independent networking Social bookmarking Open source projects Independent code libraries Collaborative aggregation PRODUCT PROBLEM

21. Archer innovates with their community Archer includes their community in the product development in very specific ways at each point in the process.

22. Nokia’s regular updates about QT roadmap Q1: Annual survey Q2: Learning survey Roadmap content and priorities Flesh out requirements and design details Q3: Validation tour Q4: Developer Days Make corrections and refinements, based on customer/partner feedback Go to market

23. Collabnet qualifies through community Collabnet’s product marketing team used community behavior as the basis for the lead qualification algorithm.

27. New methodology needed PERSONA LOCATION OPTIONS Who is the target user or stakeholder? What problems do they face? What tasks do they perform? How do people in this demographic use social media? Where can I find them? What is the question that we want to pose? What are the options among which we’re choosing? TEST How do we get a credible, actionable answer?

28. Ask clear questions PRODUCT- CENTRIC Prioritization Invention Design Roadmap Competition PROBLEM- CENTRIC Persona Solution Market Innovation “ What % of the functionality that role X needs to perform task Y are we delivering in the next release?” “ What are the top 5 challenges facing role X? How do people in this role address them?”

29. Another force for clarity & specialization MARKET / CUSTOMER INSIGHTS Product manager Product marketer Technical product manager Community manager Product owner Release manager Sales support Senior product something something NEW SOCIAL MEDIA TASKS Source: Tech Product Management/Marketing Job And Department Profiler, October 1, 2009

31. Questions?

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