No Such Thing As Social Products

There’s No Such Thing as a Social ProductOnly Social Product Managers

Jon Gatrell

@spatially

Pragmatic Marketing

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

#pca10

#agile

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

#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.