Product Communicationusing digital and social

Product Development

• Use social media monitoring and online market research to refine your offering.

• Analyse your competitors’ online engagement, and do yours more effectively.

• Identify online communications practices in the industry that you should be using.

• Run campaigns to spread online word-of-mouth about your product.

• Customer service.

Brand Development

Engagement should focus on User Value

UserValue

Who can benefit from being touch

with us?

How can they benefit?

How can we support

that benefit?

Who can benefit from being touch

with us?

How can they benefit?

How can we support

that benefit?

Engagement should also focus on Company Value

Company Value

Who can WE benefit from

being in touch with?

How can we

benefit?

How can we support that

benefit?

Who can WE benefit from

being in touch with?

How can we

benefit?How can we support that

benefit?

Build an online communication profile

• Major social media (Facebook, Twitter, Instagram)

• Niche social media (LinkedIn, Pinterest, Google+)

• Video sharing (YouTube, Vimeo, Vine, Meerkat)

• Website• Blog• Newsletter/E-mail marketing• Podcast• Paid social campaigns• …

Analyse your competitors.Who has a similar

product?

What’s their web presence?How can I improve

on it?

Analyse the influencers.

Who leads in the industry?

What’s their web presence?How can I emulate

it?

Best Practice

Pre-schedule everything so you can focus on building your product and company.

Online Market Research

“You said, we did.”

Voice: how you speak online; your tone and the

kind of language you use.

Visual style: your color palette, font, image style and

layout, etc.

Messaging: the key things you want to say to the public

concerning your product.

©2015