Ed Brill is Director, Product Management -- IBM Social Business and Collaboration Solutions. Brill is responsible for the product and market strategy for IBM's messaging, collaboration, communications, and productivity products. Brill's focus is on extending and growing the success of these solutions through customer engagement, partner ecosystem development, and harnessing the breadth and depth of the IBM organization. In eighteen years at IBM, Brill has led a variety of sales, marketing, and product-related organizations. As Director for Social Business, Brill has succeeded in elevating IBM's expertise and reputation in brand and product management. He has constantly innovated in both marketplace strategy and product execution. Committed to understanding the global marketplace, Brill has visited IBM customers in over forty countries, and is a frequent speaker at IBM and industry events worldwide. Brill has served on the advisory boards for Web 2.0 Expo and IDG Mobile Enterprise Next. Ed Brill is the author of the IBM Press book, "Opting In: Lessons in Social Business from a Fortune 500 Product Manager", published in January, 2013. Brill holds a Bachelor of Science degree in marketing from Indiana University, with a minor in political science. Blog: www.edbrill.com, named a "Best Blog for Buyers" by Network World Twitter: twitter.com/edbrill Facebook: facebook.com/edbrilldotcom LinkedIn: linkedin.com/in/edbrill ------------------------------------------- AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance. http://www.AIPMM.com Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Webinar Series: http://aipmm.com/aipmm_webinars/ Articles: http://www.aipmm.com/html/newsletter/article.php _____________ Moderated by Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk @ProdMgmtTalk Global Product Management Talk: http://www.prodmgmttalk.com http://bit.ly/nbw9Yr

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3. Founded 1998
Largest Product Management professional group
Provides professional development and certification
• Certified Product Manager
• Certified Product Marketing Manager
• Agile Certified Product Manager
• Certified Innovation Leader
© AIPMM 2013 @AIPMM www.aipmm.com

4. Today’s Speakers
Moderator:
Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk
Producer, Startup Product Summit http://startupproduct.com
@cindyfsolomon @ProdMgmtTalk @startupproduct
Presenter:
Ed Brill, Director
Social Business and Collaboration Solutions, IBM
http://www.twitter.com/edbrill
http://www.linkedin.com/in/edbrill
© AIPMM 2013 #prodmgmt @AIPMM www.aipmm.com

5. Tweet!
Ed Brill: @EdBrill
AIPMM: @AIPMM
ProdMgmtTalk: @ProdMgmtTalk
Hashtag #prodmgmt
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6. Win!
Participants who use the Questions box
will be entered into a drawing to win a
FREE COPY of Ed’s book:
Opting In: Lessons in
Social Business from a
Fortune 500 Product
Manager
© AIPMM 2013 @AIPMM www.aipmm.com

7. Becoming the
“Social Product Manager”
Ed Brill – Director, Marketing
IBM Software
March 29, 2013
ed_brill@us.ibm.com
Twitter: @edbrill
Facebook.com/edbrilldotcom
www.edbrill.com
linkedin.com/in/edbrill
© 2013 IBM Corporation

8. Agenda
 What is a "social product manager"?
 What is a social business as defined by IBM?
 How does an individual product manager affect their
marketplace?
 What are some of the best tools for social product
managers?
 What are some of the risks associated with product
management and social business?
 How will product management evolve through use of
social business tools?
© 2013 IBM Corporation

9. What is a “Social Product Manager”?
Answer: A product manager who
understands the value of participation.
© 2013 IBM Corporation

10. The Power of Participation
Connect to undiscovered information & experts
Discover new relationships
Capturing, packaging and reusing user
created content
Execute better business decisions
© 2013 IBM Corporation

11. What is Social Business?
Answer: Social Business leverages all the
social tools and techniques of social media
in all of a company’s processes, both
internal and external.
© 2013 IBM Corporation

12. People are empowered like never before
Find and share Rise of social networking Bringing social tools
information instantly and mobile devices into the enterprise
200 million tweets sent via 66% of online adults use 41% of GenY say social
Twitter per day social media platforms media is important to
30 billion pieces of content such as Facebook, Twitter, them in the workplace
are shared on Facebook MySpace or LinkedIn 64% of GenY download
each month Smartphone and tablet unauthorized applications
Wikipedia hosts 17 million shipments now outpace at least once a week
articles PCs to get their job done
Source: Pew Internet & American Life Project Source: Prescient Digital
Source: 20 Stunning Social Media Statistics, © 2013 IBM Corporation
Written by Jeff Bullas Source: IDC Predictions 2 012 :
Competing for 2 020

13. Forrester model of social software adoption
http://blogs.forrester.com/gina_sverdlov/12-01-04- © 2013 IBM Corporation
global_social_technographics_update_2011_us_and_eu_mature_emerging_markets_show_lots_of_activity

14. How does an individual product manager
affect their marketplace?
Answer: Engagement.
© 2013 IBM Corporation

15. Curation – The value of authentic voice
© 2013 IBM Corporation

16. Measuring Return on Investment – IBM Inside Sales
 2012 Rutgers/Duke study of IBM's inside sales organization
 Results:
– Inside sales representatives who utilize social business tools identify 11% more
opportunity revenue than those who do not
– Inside sales specialists, with expertise on a particular product area, who utilize
social business tools close 26% more opportunities than those who do not
– Increases in a seller's digital sales eminence and network influence can
increase their results by 2% to 6%
© 2013 IBM Corporation

17. IBM Social Computing Guidelines
• Written collaboratively with
IBMers in 2006
• Provides both permission
and direction
• Clarifies roles for employees
http://ibm.co/yW8Jbh
© 2013 IBM Corporation

18. IBM Champions Program
 Community-nominated
 Committee-selected
 Annual validation/selection
 Perks:
– Special access to IBM activities
– Early disclosure/information
– IBM brand merchandise
© 2013 IBM Corporation

19. What are some of the best tools for social
product managers?
Answer: Go where your customers…your
partners…your community…are.
© 2013 IBM Corporation

20. Communities
© 2013 IBM Corporation

21. Crowdsourcing
© 2013 IBM Corporation

22. Sharing
 Optimized content for B2B
 Search leads to channels
 Channels lead back to ibm.com
© 2013 IBM Corporation

23. Bringing customers into the community
© 2013 IBM Corporation

24. Taking the conversation where the conversation takes place
 Old school insertion strategies are
only minimally effective
 Search is the starting point
 Humans want to talk to humans
© 2013 IBM Corporation

25. What are some of the risks associated
with product management and social
business?
Answer: Blind spots.
© 2013 IBM Corporation

26. Some of the potential risks for social product managers
• Unintended audiences
• Subset populations/demographics/languages
• Emotions
• Identity challenges and imitations
• Internal tensions over disclosure, attention, or priorities
© 2013 IBM Corporation

27. How will product management evolve
through the use of social business tools?
Answer: Leadership.
© 2013 IBM Corporation

28. Product managers in the future will…
• Align more directly with business management and oversight
• Find more tools and ways to be inclusive of all markets,
languages, and cultures
• Be able to be selective about how to reach key audiences
through use of social tools
• Communicate effectively both inbound and outbound
© 2013 IBM Corporation

29. Opting In: Lessons in Social Business
Amazon: http://amzn.to/1213UcV
IBM Press (discount code BRILL): http://bit.ly/OptingIn
 Why Social Business?
 The Social Product Manager
 Self, Product, and Company
 Offense or Defense
 Picking a Fight
 Activate Your Advocates
 Tools of the Trade
 In Real Life
 Social Inside the Organization
 Risk Management in Social Business
 Putting Opting In into Practice
 Appendix: IBM Social Computing Guidelines
© 2013 IBM Corporation

30. ed_brill@us.ibm.com
Twitter: @edbrill
Facebook.com/edbrilldotcom
www.edbrill.com
linkedin.com/in/edbrill Thank you!
© 2013 IBM Corporation

31. Please Join Us Again!
AIPMM Webinar Series: Friday April 5
Optimizing The Product Management Function
http://aipmm.com/aipmm_webinars/
Global Product Management Talk: Monday April 1
Growth Hacking With A Telephone
http://www.blogtalkradio.com/prodmgmttalk
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