why product managers must emulate twitter

Why Product Managers

MUST Emulate Twitter!

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Cindy F. Solomon , CPM/CPMM [email protected] @cindyfsolomon Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk

March 17, 2012 Presentation

mailto:[email protected]�

http://www.prodmgmttalk.com/�

• Founded The Global Product Management Talk • Pioneering Socratic format for Twitter Chats to cultivate global knowledge communities • Over 15 years experience in product management and product marketing management of web, services and software at Silicon Valley companies including Apple, Vadem, NetObjects and startups. Previously with Fortune 500s including American Express and Radio Shack. • AIPMM Certified Product Manager & Certified Product Marketing Manager • Serial entrepreneur, consultant, facilitator, and early adopter

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Cindy F. Solomon



Global Product Management Talk For Product Managers that don’t get a chance to leave their desk and participate in

Product Talks in person, we’ve brought Product Talks to you.

The Global Product Management TalkTM

Follow @ProdMgmtTalk http://www.blogtalkradio.com/prodmgmttalk

Join in using hashtag #ProdMgmtTalk weekly at Twebevent or Tweetchat

Global Product Management TalkTM is a weekly mini-product camp Socratic

discussion (on Twitter) of pre-posted questions with live audio of thought leader and co-hosts commenting (on Blogtalkradio).


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Presenter

Presentation Notes

The "Global Product Management Talk" was initially conceived as a virtual forum where people who manage products situated globally could interact in real time with product management thought leaders. The Global Product Management Talk raises the bar for what is possible to accomplish in a real time, open platform event on Twitter by encouraging participants to expand their knowledge base with each event, utilize new products in real time as we introduce and beta test various products for participating, enable participants to showcase their knowledge and share resources, and crowdsource educational content for product people to stay apprised of new developments, thinkers, and events in the practice of managing products from inception to market and innovation.��Mission: Engage Product people in regularly scheduled, real-time discussion�Showcase Product Management experts, speakers, bloggers, thought leaders and practitioners Evangelize Product related job titles as exciting, challenging & rewarding career endeavors Raise important issues that all Product Management professionals confront Extend shared resources across industries and borders Facilitate on-going dialogue, networking, mentoring & support beyond weekly events Enable global community around product management knowledge Educate & defend the value of the product professional

http://twitter.com/ProdMgmtTalk�

http://bit.ly/nbw9Yr�

http://twebevent.com/prodmgmttalk�

http://tweetchat.com/room/prodmgmttalk�

http://bit.ly/mSs36u�

http://www.blogtalkradio.com/prodmgmttalk�

http://www.blogtalkradio.com/prodmgmttalk�



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WHAT DO YOU WANT?

Presenter

Presentation Notes

Everyone is throwing information at you in-person today and daily online. Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time. What is the most valuable information you want to take away from spending time together? Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT! Every interaction is an opportunity to learn, to give, to sell!



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“The qualities that make Twitter seem inane and half-baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author

Jonathan Zittrain said…

Presenter

Presentation Notes

“The qualities that make Twitter seem inane and half-baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author



BE CONCISE

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Presenter

Presentation Notes

Concise: A tweet is limited to 140 characters. Be terse. Develop and share content that is precise, short, laser focused, intentional, informative and interesting.



A tweet is limited to 140 characters.

Be terse.

Develop and share content that

is precise, short, laser focused, intentional,

informative and interesting.

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Solomon says…



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BE OPEN.

Presenter

Presentation Notes

Be open to discovering the value of your product from others’ perspectives. �



@dickc

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Dick Costello, Twitter CEO, says…

"Pay careful attention to the things that people do with your technology/service/product, because some of them may have discovered a powerful use for it that has completely evaded you."



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BE CROSS-PLATFORM

Presenter

Presentation Notes

Twitter works across all platforms, operating systems and devices. Tweets are viewable from Twitter website, mobile apps, SMS/text messages, Facebook and LinkedIn status updates.� Design from inception to be accessible to users at their convenience, on their devices, on-demand. Product positioning and messaging should be integrated across all media to guarantee consistency and trustworthiness. Then the messages can be optimized to take advantage of the strengths of each platform, and targeted to emphasize the unique value for each audience.



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BE SCALABLE

Presenter

Presentation Notes

Definition: the ability of a system/network/process to grow quickly and/or gracefully accommodate and facilitate spikes in growth. �Create messaging that easily grows and extends reach using Frequently Asked Questions (FAQs) glossaries and other tools. Be sure to include key words optimized for search engines.� Incentivize your audience to add content with customer support forums and discussions as well as forms for customer supplied testimonials and case studies plus easy access to wikis and blogs.� Crowdsource and bundle content for on-demand reading, create product related hashtags for twitter chats and capture audience tweets into transcripts.



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Listen & Monitor

Presenter

Presentation Notes

Search Twitter for product related terms, issues and events. Create and follow networks of your target audience and market space. At this point you will be able to identify thought leaders, prominent bloggers and competitors to follow and analyze their behavior and connections. You can also use Twitter lists to categorize tweeters in a specific category, or by individual topics.



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Create & Broadcast

Presenter

Presentation Notes

Tweet valuable information worth re-tweeting at optimal times to promote product lines, provide incentives, rewards, invitations, and share industry news. Here is a sample: “Please retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”. Remember to employ URL shorteners to save space, such as bit.ly or tinyurl.com. If you attach #hashtags of keywords, you will increase the likelihood of your tweet being indexed by Twitter search



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“Please Retweet: [article name] [by @author] [shortened URL]

[optional comment] [#hashtag]”.

Presenter

Presentation Notes

This is an effective format for a tweet that communicates and contributes value.



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Analyze & Track

Presenter

Presentation Notes

Identify tweeting behavior patterns and determine metrics. Study how timing and headlines affect retweets Label “Favorites” to save highlights and testimonials Monitor “Follower count” to measure distribution power Track the number of “@Replies” to measure community engagement Utilize URL shorteners that provide additional data.



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Thank you! Join weekly on Global Product Management Talk Search: CindyFSolomon and ProdMgmtTalk

http://www.Cindyfsolomon.com @cindyfsolomon @prodmgmttalk Presentation sponsored by The Association of International Product Marketing and Management (AIPMM) http://www.aipmm.com

Presenter

Presentation Notes

Everyone is throwing information at you today and online. Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time. What is the most valuable information you want to take away from spending time together? Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT! Every interaction is an opportunity to learn, to give, to sell!



http://www.aipmm.com/�

why product managers must emulate twitter

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