This document discusses the use of social media tools for business and marketing purposes. It provides statistics on companies' use of tools like Twitter and highlights both benefits and challenges. Comments from social media surveys show a range of opinions from those experimenting to those who see it as a waste of time. The key takeaway is that formulating a social media strategy is important before rushing to use new tools.

1. Social Insights
There is no such thing as a social
product, only social product managers
Jon Gatrell
@spatially
Pragmatic Marketing
b: www.spatiallyrelevant.org
w: www.pragmaticmarketing.com

2. Thank you to our sponsors:

3. number of slides >
pain
bearable
n
childbirth
frankly, quite
unreasonable
34
Source:
N-Slide Scale
Root canal

4. http://boingboing.net/2006/11/02/hilarious-piechartvi.html

5. Should You Use Comic Sans?
Is Your
Presentation
Going to
Viewed By
Others?
You Should Not
Use Comic Sans
NoYes
Source: imgur.com

7. The New
Good Stuff

9. .
.My CEO read about this
This thing on the airplane
. .
.
.
I read about this thing on
on this blog, looks interesting
Everyone’s Using it
Not sure how to use for my job
It’s just a time sink
Maybe the next thing is better
COOLFACTOR
WHY DID I THINK THIS WOULD WORK?
B2B Marketing and Social Tools Lifecycle

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

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

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

17. #prodmgmt
#pcrtp2010
#prodmktg

18. It makes my eyes bleed
@surlypm.noreallysurlypm
Only experimenting at present
@prdmgttype90210
A nuisance perpetuated by the self-
absorbed
@notbuyingitforPM
@dontweeverlearn2012
The Valley is again pulling the wool
over the world’s eyes. We’ve learned
nothing from the late 90’s!
@pmpotential: Twitter as a marketing tool has
very interesting potential
@planningpm: Will use more in 2010 for products
Source: 2009-2010 Pragmatic Marketing SurveyNames are changed to protect the innocent

19. Twitter is a nonstop feedback loop

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

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

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

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

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

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

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

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

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

32. Listen

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

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

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

36. Thank you to our sponsors:

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