Social media and product dev process

Developing a Product Strategy Leveraging Social Media Scott K. Wilder Gary Angel July 2011

Introductions ,[object Object],[object Object],[object Object],[object Object]

Agenda ,[object Object],[object Object],[object Object],[object Object]

Organizational structure usually drives goals Which department / division owns ‘Social?’ Measure what really matters? But you can ’t measure everything Objectives and Goals… Marketing Product Development Customer Care To generate leads and / or drive transactions To integrate learnings/suggestions in product To enable users to get quality answers fast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],-# of answers by users vs. company -# ratings of answers -Resolution rates -Reduction of costs for answers -Customer Satisfaction How to do these? How to do these? How to do these?

Chegg: example of a Pivot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Chegg! 2006 Home Page 2011 Home Page

Other Pivots ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Understanding Tribes leads to innovation and product pivots

Tribes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Simple approach: Learning about a Tribe or doing a Pivot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Select/Identify Social Networks ,[object Object],[object Object],[object Object]

2. Sign up and participate for Community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2. Read Posts Bounce Fabric Softener can keep bugs away. Who knew?

Search Results and the Long Tail

4. Collect, Cull and Classify Social Media Reporting with the current generation of Social Media Monitoring tools present several challenges

5. Record Observations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Bounce: Get them critters to stay away” Crazy idea?

6. Benchmark and Learn Maybe P&G should market Bounce as Mosquito repellent ,[object Object],[object Object],[object Object],[object Object],[object Object],Kills bugs Lasts for hours

6. Benchmark and Learn Maybe Bounce should market as Mosquito repellent Keywords on Google

6. Benchmark Social Networks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customers Gained Lost Net Churn Trend

8. Company Site Home Page Clever Ideas

8. Company site Leveraging keywords or “bug repellent”

9. “To Pivot or not to Pivot” ,[object Object],[object Object],[object Object],[object Object],[object Object]

10. Close the Loop and Measure

10. Close the Loop and Measure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

10. Close the Loop and Measure ,[object Object],*Slide Courtesy of Clarabridge

Thank you! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social media and product dev process

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