PCAMPMN's presentation on developing a strategy for your product's social media activities.

1. Social Insights
You Need a Social Strategy for Your Product
Jon Gatrell
@spatially
Pragmatic Marketing
w: www.pragmaticmarketing.com
b: www.spatiallyrelevant.org

3. The New
Good Stuff

5. B2B Marketing and Social Tools Lifecycle
. . Everyone’s Using it
.
Not sure how to use for my job
.
COOL FACTOR
It’s just a time sink
.
My CEO read about this
This thing on the airplane
.
I read about this thing on
on this blog, looks interesting
Maybe the next thing is better
WHY DID I THINK THIS WOULD WORK?

8. ……the world is becoming too fast,
too complex and too networked
for any company to have all the
answers inside.

10. Optix 2010 Social Media Survey

12. Considered
but not a
significant
None factor
40% 51%
Major part of
the program
9%
Source: 2009 - 2010 Pragmatic Marketing Survey

13. Yes, for the company
(as an individual or as the company)
11%
No
Yes,
62% Personally
27%
Source: 2009 - 2010 Pragmatic Marketing Survey

14. #prodmgmt
#pcampmn
#prodmktg

15. The Valley is again pulling the wool
Only experimenting at present over the world’s eyes. We’ve learned
nothing from the late 90’s!
@prdmgttype90210 @dontweeverlearn2012
A nuisance perpetuated by the self-
It makes my eyes bleed
absorbed
@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

16. Twitter is a nonstop feedback loop

17. Optix 2010 Social Media Survey

19. Business Marketing
Positioning
Plan Plan
Market Market Buying Customer
Pricing
Problems Definition Process Acquisition
Win/Loss Distribution Buy, Build Buyer Customer
Analysis Strategy or Partner Personas Retention
Distinctive Product Product User Program
Competence Portfolio Profitability Personas Effectiveness
Strategic
Tactical
Tactical
Market Strategy Business Planning Programs Readiness Support
Competitive Product Launch Sales Presentations
Innovation Requirements
Landscape Roadmap Plan Process & Demos
Technology Use Thought “Special”
Collateral
Assessment Scenarios Leadership Calls
Status Lead Sales Event
Dashboard Generation Tools Support
Referrals & Channel Channel
References Training Support
© 1993-2010 Pragmatic Marketing, Inc. All rights reserved.

20. Source: MS&L/PRWeek 2009 Social Media Survey

21. Nothing will ever be attempted if
all possible objections must be
first overcome.

22. Business Marketing
Positioning
Plan Plan
Market Market Buying Customer
Pricing
Problems Definition Process Acquisition
Win/Loss Distribution Buy, Build Buyer Customer
Analysis Strategy or Partner Personas Retention
Distinctive Product Product User Program
Competence Portfolio Profitability Personas Effectiveness
Strategic
Tactical
Tactical
Market Strategy Business Planning Programs Readiness Support
Competitive Product Launch Sales Presentations
Innovation Requirements
Landscape Roadmap Plan Process & Demos
Technology Use Thought “Special”
Collateral
Assessment Scenarios Leadership Calls
Status Lead Sales Event
Dashboard Generation Tools Support
Referrals & Channel Channel
References Training Support
© 1993-2010 Pragmatic Marketing, Inc. All rights reserved.

23. Be part of the 34%
Source: MS&L/PRWeek 2009 Social Media Survey

24. Networks don’t have people,
people have networks

25. Optix 2010 Social Media Survey

27. The rush to start using the tools should not
outweigh the need to formulate a social
media strategy

29. #buyers
#customers
#prodmktg
Find #competition
#partners
#peers
#prodmgmt
http://www.flickr.com/photos/cctwebteam/1732901151/

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

31. Listen

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

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

34. While we ponder when to begin,
it becomes too late.

35. THANKS!
Jon Gatrell
@spatially
Pragmatic Marketing
w: www.pragmaticmarketing.com
b: www.spatiallyrelevant.org