Social listening for pms for pcamp

Social Listening for Product Managers

Sudha Jamthe, PayPal/Ebay @sujamthe Stephanie Shum, Yahoo @stephshum

Van Riper, Google @vanriper

@stephshum @sujamthe @vanriper #SVPcamp

Why Social is a channel for Product Managers?


Grassroots Movement of Tech customers helping each other


Grassroots Movement of Non-Tech Customers


What is social listening?

1. Listen to your existing base– Forums, suggestion board, webinars/chats, Yahoo!

Groups, Google Groups, LinkedIn Groups

2. Listen on social channels– On blogs, Twitter, Facebook

3. Global product listening using user groups


LISTEN TO YOUR EXISTING BASEFORUMS, SUGGESTION BOARD, WEBINARS/CHATS, YAHOO! GROUPS, GOOGLE GROUPS, LINKEDIN GROUPS

Stephanie Shum, PM Yahoo Mail


Yahoo Group for Y! Mail


Linkedin for Mobile Group


Yahoo SuggestionsHow you listen to your existing base of enthusiasts


LISTEN ON SOCIAL CHANNELSBLOGS, TWITTER, FACEBOOK

Sudha Jamthe @sujamthe


Social Media for market analysis of features


Social Channels Monitoring & Listening


Streamlining social listeningPayPal does #Tweetbytes on a product topic

• Tweetbytes are Twitter chats • A PM and a Customer chat• Metrics: – # of feedbacks– # of new engaged customers– # of influencers engaged

• Testing phase across multiple products eg @paypalx and @ebaydev


GLOBAL PRODUCT LISTENING USING USER GROUPS

Van Riper, Google @vanriper


Global product listening using user groups


Open Q&A

• Challenges of social transparent listening• Identifying influencers• Separate noise • Scaling the listening• Internal challenges for PM teams to listen

using social channels

Social listening for pms for pcamp

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