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There’s No Such Thing as a Social ProductOnly Social Product Marketers and Managers
Jon Gatrell@spatially
Pragmatic Marketing
number of slides >
pain
bearable
n
childbirth
frankly, quite unreasonable
34
Source:
N-Slide Scale
Root canal
http://boingboing.net/2006/11/02/hilarious-piechartvi.html
Should You Use Comic Sans?
Is Your Presentation
Going to Viewed By
Others?
You Should Not Use Comic Sans
NoYes
Source: imgur.com
The New
Good Stuff
..My CEO read about this
This thing on the airplane
. ...
I read about this thing on
on this blog, looks interesting
Everyone’s Using it
Not sure how to use for my job
It’s just a time sink
Maybe the next thing is better
CO
OL F
AC
TO
R
WHY DID I THINK THIS WOULD WORK?
B2B Marketing and Social Tools Lifecycle
……the world is becoming too fast, too complex and too networked for any company to have all the answers inside.
Considered
but not a
significant
factor
51%
None
40%
Major part of
the program
9%Source: 2009 - 2010 Pragmatic Marketing Survey
No
62%Yes,
Personally
27%
Yes, for the company (as an individual or as the company)
11%
Source: 2009 - 2010 Pragmatic Marketing Survey
#prodmgmt
#pcampatl
#prodmktg
It makes my eyes bleed
@surlypm.noreallysurlypm
Only experimenting at present
@prdmgttype90210
A nuisance perpetuated by the self-
absorbed
@notbuyingitforPM
@dontweeverlearn2012
The Valley is again pulling the wool
over the world’s eyes. We’ve learned
nothing from the late 90’s!
@pmpotential: Twitter as a marketing tool has very interesting potential @planningpm: Will use more in 2010 for products
Source: 2009-2010 Pragmatic Marketing SurveyNames are changed to protect the innocent
Twitter is a nonstop feedback loop
Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competence
Market Problems
MarketingPlan
Customer Acquisition
Customer Retention
Program Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
Technology Assessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Requirements
Status Dashboard
Product Roadmap
Presentations & Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Stra
tegi
c Tactical
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Stra
tegi
c Tactical
© 1993-2010 Pragmatic Marketing, Inc. All rights reserved.
Source: MS&L/PRWeek 2009 Social Media Survey
Nothing will ever be attempted if all possible objections must be
first overcome.
Pricing
Buy, Build or Partner
BusinessPlan
Product Profitability
Win/Loss Analysis
Distinctive Competence
Market Problems
MarketingPlan
Customer Acquisition
Customer Retention
Program Effectiveness
BuyingProcess
Buyer Personas
UserPersonas
Positioning
Product Portfolio
Market Definition
Distribution Strategy
InnovationCompetitive Landscape
Technology Assessment
Lead Generation
Thought Leadership
Referrals & References
LaunchPlan
UseScenarios
Requirements
Status Dashboard
Product Roadmap
Presentations & Demos
EventSupport
“Special”Calls
ChannelSupport
Channel Training
SalesProcess
Collateral
SalesTools
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Stra
tegi
c Tactical
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Stra
tegi
c Tactical
© 1993-2010 Pragmatic Marketing, Inc. All rights reserved.
Be part of the 34%
Source: MS&L/PRWeek 2009 Social Media Survey
Networks don’t have people, people have networks
The rush to start using the tools should not outweigh the need to formulate a social media strategy
Find
#buyers
#customers
#prodmktg
#competition
#partners
#peers
#prodmgmt
http://www.flickr.com/photos/cctwebteam/1732901151/
http://www.flickr.com/photos/dullhunk/3389581452/sizes/o/
Listen
http://www.flickr.com/photos/niclindh/1389750548/sizes/o/
Learn
http://www.flickr.com/photos/wfryer/2516648940/sizes/o/
While we ponder when to begin, it becomes too late.
There’s No Such Thing as a Social ProductOnly Social Product Marketers and Managers
Jon Gatrell@spatially
Pragmatic Marketing
