Webcast: Becoming The Social Product Manager
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Ed Brill is Director, Social Business and Collaboration Solutions, IBM. Brill is responsible for the product and market strategy for IBM's messaging, collaboration, communications, and productivity products, including Lotus Notes and Domino, IBM SmartCloud Notes, IBM Sametime, Lotus Symphony, IBM Docs, and other related social business solutions. 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. 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. --------------------------------------- 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 http://startupproduct.com
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Webcast: Becoming The Social Product Manager
- 1. AIPMM Webinar Series http://www.aipmm.com AIPMM Webinar Series http://www.aipmm.com © AIPMM 2013 @AIPMM www.aipmm.com
- 2. © AIPMM 2013 @AIPMM www.aipmm.com
- 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 © AIPMM 2013 @AIPMM www.aipmm.com
- 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 them in the workplace are shared on Facebook Facebook, Twitter, MySpac 64% of GenY download each month e or LinkedIn unauthorized applications Wikipedia hosts 17 million Smartphone and tablet at least once a week articles shipments now outpace to get their job done PCs 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 Stay Informed! Newsletter: 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/ © AIPMM 2013 @AIPMM www.aipmm.com
Notes de l'éditeur
- The Certified Innovation Leader body of knowledge and credential is aligned with The Association of International Product Marketing and Management. AIPMM was founded in 1998. It provides professional development, training, and certification to those involved in product management, such as product managers and developers, marketing managers, brand managers, project managers, and many more. The certified innovation leader credential is one of four certifications provided by AIPMM. The others include: certified product manager, certified product marketing manager, and agile certified product manager.
- Contact me for any of the following:Obtain information about upcoming certification courses in your area.Let me know how I can help your business grow by defining and implementing the right product strategy.Obtain the answer worksheet.Obtain copies of these slides.