This document introduces our consulting offering "Social Media: Product Marketing Solutions." For more information e-mail info@digitalsalespro.com or call +1.415.728.1257 or visit http://www.digitalsalespro.com

1. Social Media:
Product Marketing Solutions
Shankar Saikia
March 20, 2010

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4. Topics
Product Marketing Goals
Social Media: Explanation & Benefits
Social Media Product Marketing Solutions
Return on Investment (ROI)
Recommendations
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6. Product Marketing Goals
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7. Product Marketing Goals
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9. What is Social Media?
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10. What Makes Social Media Different
Content: Community creates
Conversation: 2-way
Audience: Digital (online +
mobile)
Distribution: Viral
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11. Viral Distribution
HOW TO MAKE VIRAL?
1. Web-based
2. Web customers
3. Free
4. Built-in virality (easy
to spread)
5. Network effects
(Adapted from: “Viral
Loop” by Adam
Penenberg)
Source: Wired magazine
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12. Viral Distribution
YOU
YOUR FOLLOWERS’ YOUR
FOLLOWERS FOLLOWERS
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13. Examples of Social Media
Blog Microblog Social Network
Video Professional Network
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14. Benefits for Product Marketing:
Blog
Blogs enable easy
Connect directly to viewing of content
RESULT: more
customers viewers
Blogs facilitate
Communicate in expression of
authentic voice genuineness
RESULT: more
viewers
Useful content
Enhance credibility increases
trustworthiness
RESULT: more
viewers
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15. Corporate Blog Example
http://googleblog.blogspot.com/
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16. Benefits For Product Marketing:
Twitter
Twitter enables
viral distribution
Distribute content RESULT: more
viewers
Twitter
Receive & Send communicates in
instantly real-time
RESULT: faster
distribution
Receive & Send Twitter enables
sending links
advice RESULT: increased
credibility leads to
more followers
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17. Corporate Twitter Account Example
http://twitter.com/google/
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18. Benefits For Product Marketing:
Facebook Facebook enables
centralized content
sharing
Build audience RESULT: one-stop
shop for updates
Facebook
communicates in
Update instantly real-time
RESULT: faster
content distribution
Facebook’s
Get feedback centralized content
RESULT: quick
responses leads to
better reputation
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19. Corporate Facebook Fan Page Example
http://www.facebook.com/Google#!/Google
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20. Benefits For Product Marketing:
Youtube
Youtube enables
Entertain visual content
RESULT: more
viewers
Youtube how-to
content provides
Educate valuable info
RESULT: more
viewers
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21. Corporate Youtube Channel Example
http://www.youtube.com/user/Google
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22. Benefits For Product Marketing:
LinkedIn
LinkedIn profile
enhances reputation
Professional image RESULT: more
credibility
LinkedIn groups
Learn best enable content
sharing
practices RESULT: improve
productivity
LinkedIn company
Recruit profile enhances
reputation
RESULT: improve
human capital
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23. Corporate LinkedIn Group Example
http://bit.ly/dzTlwR
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26. Product Marketing Business Processes:
Examples
Generate Sales Leads
Analyze Competition
Respond to Request For Competitor ‘s Product
Educate Customer
Inform Prospects
Gather Product Requirements
Research Market Requirements
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27. Example Business Process 1:
Generate Sales Leads
TOOLS USED:
1. Google Insight
2. Twitter Search
3. Blog Search
Research
Market Market
search & Identify Identify
to to
social locations audience
location audience
media
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28. Example Business Process 2:
Educate Customers
TOOLS USED:
1. Wordpress
2. Twitter
3. Facebook (optional)
4. Youtube (optional)
Distribute
Setup Setup Invite Measure
blog
product Twitter Customer Customer
updates
blogs account To Twitter Response
on Twitter
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30. Sample ROI
Process = Educate Customers
Benefits:
-Engage more customers
-Build closer relationships
How to Calculate ROI:
-Calculate revenue from existing customers before implementing process
-Calculate revenue from existing customers after implementing process
-Divide incremental income by cost of establishing process
Example:
Revenue Increase = $2 million (assuming 0.2% for $1 billion product line)
Incremental Income = $200,000 (assuming 10% net margin)
Cost of process implementation = $20,000
Incremental Income / Cost = 1000% !!
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31. ROI Measurement: Blog Metrics
1. LOCATION
2. TIME
3. CONTENT VIEWED
4. VIEWER
DEMOGRAPHICS
5. SOURCE OF CONTENT
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32. ROI Measurement: Twitter Metrics
ANALYZE TWEETS
www.twittercounter.com
1. FOLLOWER COUNT
2. FOLLOW
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33. ROI Measurement: Facebook Metrics
Facebook Insights 1. INTERACTIONS
2. INTERACTIONS PER
POST
3. POST QUALITY
4. STREAM CTR/ETR
5. DISCUSSION POSTS
6. REVIEWS
7. MENTIONS
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34. ROI Measurement: Youtube Metrics
1. SOURCES OF VIEWERS
2. TIMELINE
3. DEMOGRAPHICS
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35. ROI Measurement: LinkedIn Metrics
Contacts  Network Statistics
1. DEMOGRAPHICS
2. INDUSTRIES
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37. Next Steps
1.Designate internal social media
champion
2.Get 1 or 2 people trained on social
media basics (1-day)
3.Evaluate 1 business process to enable
on social media
4.Engage consultant to implement
social media for 1 business process (1
to 2 months)
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38. Summary
• Focus on business process
improvements
• Social media provides new
communication channels
• Product marketing can benefit from
social media
• ROI tools exist to evaluate social
media effectiveness
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