With all the noise around social media and the opportunities it affords organizations it can be daunting to figure out where to start. This session will focus on how to practically leverage social media in developing products and growing market share. Participants will walk away with 3 key takeaways which you can put in practice tomorrow to improve your understanding of buyers, your customers and the problems waiting to be solved.
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Social Insights: Listen to the Voice of the Market
1. Social Insights You Need a Social Strategy for Your Product Jon Gatrell @spatially Pragmatic Marketing w: www.pragmaticmarketing.com b: www.spatiallyrelevant.org
8. B2B Marketing and Social Tools Lifecycle . . . Everyone’s Using it Not sure how to use for my job . . It’s just a time sink My CEO read about this This thing on the airplane COOL FACTOR . I read about this thing on on this blog, looks interesting Maybe the next thing is better WHY DID I THINK THIS WOULD WORK?
15. What is The Influence of Social Media on your go-to-market Activities? Considered but not a significant factor None 40% 51% Major part of the program 9% Source: 2009 - 2010 Pragmatic Marketing Survey
16. Yes, for the company (as an individual or as the company) Do You Use Twitter? 11% No Yes, Personally 62% 27% Source: 2009 - 2010 Pragmatic Marketing Survey
18. What Do We Really Think About Twitter? The Valley is again pulling the wool over the world’s eyes. We’ve learned nothing from the late 90’s! Only experimenting at present @prdmgttype90210 @dontweeverlearn2012 A nuisance perpetuated by the self-absorbed It makes my eyes bleed @notbuyingitforPM @surlypm.noreallysurlypm @pmpotential: Twitter as a marketing tool has very interesting potential @planningpm:Will use more in 2010 for products Names are changed to protect the innocent Source: 2009-2010 Pragmatic Marketing Survey
19. “ ” Twitter is a nonstop feedback loop Richard Binhammer
43. “ and build better products If you aren’t using social media to become a better company, you aren’t using it right. ” olivieralainblanchard @thebrandbuilder
This is the town hall/interactive part of the session.
Tell the WSJ Twitter story --- that’s what happens when you are being reactive >>>
Not just the owner issue – it’s the tool issue
So with all of these fuzzy area’s – it begs the question ---
This is the town hall/interactive part of the session.Intuit did $19m on community driven features - productDell $3M in Twitter sales – placementEtsy – promotion
So something is clearly broken – we heard about it this morning – what is social media, how do you use it market -- social media is a bunch of stuff. --- BUT THERE IS ONE TRUTH
So based on this graphic it appears that gartner and forrester have all the cool concept graphs/quadrantsClick --- but the reality is product managers, marketing folk, support people and sales people are using social technologies to be more effective, be more productive and make better products.
This is interesting – but I see a bunch of pm’s using twitter – I mean we have our own hash tags
So – then we must all being using it right? Let’s see what we really think about twitter/
If you think about twitter and marketing, one of the best references is a company right here in town – well round rock.
To take us full circle, if you are tactical and looking to address the inbound requests/ or being reactive – you will just be creating stuff and moving on.
Frank StrongMonitored multiple media typesNews: 22,000 articlesBlogs: 2,500 blogs, 14,000 postesSocial Media: 230,000 referencesMonitoring ContextWhere are they talking about our product?What are they saying?Who are the key influencers shaping the discussion?
Is the network really a differentiator?Is it worth switching to VRZN if I just renewed with AT&T?Is the data plan similar to AT&T or not?