Embed Size (px)
DESCRIPTION
This document introduces our consulting offering "Social Media: Product Marketing Solutions." For more information e-mail [email protected] or call +1.415.728.1257 or visit http://www.digitalsalespro.com
Citation preview
Social Media: Product Marketing Solutions
Shankar Saikia
March 20, 2010
Topics
March 20, 2010 4
Product Marketing Goals
Social Media: Explanation & Benefits
Social Media Product Marketing Solutions
Return on Investment (ROI)
Recommendations
What Makes Social Media Different
March 20, 2010 10
Content: Community creates
Conversation: 2-way
Audience: Digital (online + mobile)
Distribution: Viral
Viral Distribution
March 20, 2010 11
HOW TO MAKE VIRAL?1. Web-based2. Web customers3. Free4. Built-in virality (easy
to spread)5. Network effects(Adapted from: “Viral
Loop” by Adam Penenberg)
Source: Wired magazine
Viral Distribution
March 20, 2010 12
YOU
YOUR FOLLOWERS
YOUR FOLLOWERS’FOLLOWERS
Examples of Social Media
March 20, 2010 13
Blog Microblog Social Network
Professional NetworkVideo
Benefits for Product Marketing:Blog
March 20, 2010 14
Connect directly to customers
Communicate in authentic voice
Enhance credibility
Blogs enable easy viewing of contentRESULT: more viewers
Blogs facilitate expression of genuineness RESULT: more viewers
Useful content increases trustworthinessRESULT: more viewers
Corporate Blog Example
March 20, 2010 15
http://googleblog.blogspot.com/
Benefits For Product Marketing: Twitter
March 20, 2010 16
Distribute content
Receive & Send instantly
Receive & Send advice
Twitter enables viral distributionRESULT: more viewers
Twitter communicates in real-timeRESULT: faster distribution
Twitter enables sending linksRESULT: increased credibility leads to more followers
Corporate Twitter Account Example
March 20, 2010 17
http://twitter.com/google/
Benefits For Product Marketing: Facebook
March 20, 2010 18
Build audience
Update instantly
Get feedback
Facebook enables centralized content sharing RESULT: one-stop shop for updates
Facebookcommunicates in real-timeRESULT: faster content distribution
Facebook’scentralized contentRESULT: quick responses leads to better reputation
Corporate Facebook Fan Page Example
March 20, 2010 19
http://www.facebook.com/Google#!/Google
Benefits For Product Marketing: Youtube
March 20, 2010 20
Entertain
Educate
Youtube enables visual contentRESULT: more viewers
Youtube how-tocontent provides valuable infoRESULT: more viewers
Corporate Youtube Channel Example
March 20, 2010 21
http://www.youtube.com/user/Google
Benefits For Product Marketing: LinkedIn
March 20, 2010 22
Professional image
Learn best practices
Recruit
LinkedIn profile enhances reputationRESULT: more credibility
LinkedIn groups enable content sharingRESULT: improve productivity
LinkedIn company profile enhances reputationRESULT: improve human capital
Corporate LinkedIn Group Example
March 20, 2010 23
http://bit.ly/dzTlwR
Product Marketing Business Processes: Examples
March 20, 2010 26
Generate Sales Leads
Analyze Competition
Respond to Request For Competitor ‘s Product
Educate Customer
Inform Prospects
Gather Product Requirements
Research Market Requirements
Example Business Process 1: Generate Sales Leads
March 20, 2010 27
Research search &
social media
Identify locations
Identify audience
Market to
location
Market to
audience
TOOLS USED:1. Google Insight2. Twitter Search3. Blog Search
Example Business Process 2: Educate Customers
March 20, 2010 28
Setup product
blogs
Setup Twitter account
Invite Customer To Twitter
Distribute blog
updates on Twitter
Measure Customer Response
TOOLS USED:1. Wordpress2. Twitter3. Facebook (optional)4. Youtube (optional)
Sample ROI
March 20, 2010 30
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% !!
ROI Measurement: Blog Metrics
March 20, 2010 31
1. LOCATION2. TIME3. CONTENT VIEWED4. VIEWER
DEMOGRAPHICS5. SOURCE OF CONTENT
ROI Measurement: Twitter Metrics
March 20, 2010 32
1. FOLLOWER COUNT2. FOLLOW
ANALYZE TWEETSwww.twittercounter.com
ROI Measurement: Facebook Metrics
March 20, 2010 33
Facebook Insights 1. INTERACTIONS2. INTERACTIONS PER
POST3. POST QUALITY4. STREAM CTR/ETR5. DISCUSSION POSTS6. REVIEWS7. MENTIONS
ROI Measurement: Youtube Metrics
March 20, 2010 34
1. SOURCES OF VIEWERS2. TIMELINE3. DEMOGRAPHICS
ROI Measurement: LinkedIn Metrics
March 20, 2010 35
Contacts Network Statistics
1. DEMOGRAPHICS2. INDUSTRIES
Next Steps
March 20, 2010 37
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)
Summary
March 20, 2010 38
• 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
