Ready, Set, Launch: Using Social Media to Improve Product & Service Launches
-
Upload
visible-technologies -
Category
Social Media
-
view
290 -
download
0
description
Transcript of Ready, Set, Launch: Using Social Media to Improve Product & Service Launches
![Page 1: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/1.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.1
Ready, Set, LaunchUsing Social Media to Improve Product and
Service Launches
With Special Guest
![Page 2: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/2.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.2
Agenda
1. Get the Discussion Going • #Visiblelaunchsuccess
2. Benchmark Stats on Social Insights3. What do top performers do with social data?4. From Launch to Lift-Off: The Role of Social
• How should it be used?• How can it save time?• How can it cut costs and free budget for other activities?• What skills are required?
5. Launch Case Study Discussion
![Page 3: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/3.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.3
Our Presenters
Ian Michiels, Principal & Managing Director, Gleanster ResearchPrior to joining Gleanster, Ian held leadership roles at Marketsphere and Aberdeen. He is a thought leader in the subjects of marketing, social media, and the application of technology to solve core business problems.
Becca Ramble - Director of Account Management, VisibleBecca currently leads Visible’s account management practice. The team works with Visible clients to define social media analytic objectives and work in the Visible platform to meet these needs.
![Page 4: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/4.jpg)
TODAY’S STATS
Total survey responses: 461
PERFORMANCE BASED ALGORITHM
All Respondents
2013 Social Relationship
Management Survey
2014 Social Listening
Survey
Top Performers: Respondents that achieved Top Quartile performance in key KPI’s
Everyone Else
Gleanster Benchmark Stats
![Page 5: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/5.jpg)
Stats from Top Performers
* Q4 2013 Social Relationship Management Survey, n=100 Brand Marketers, Revenue >$50M
![Page 6: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/6.jpg)
Stats from Top Performers
* Q4 2013 Social Relationship Management Survey, n=100 Brand Marketers, Revenue >$50M
![Page 7: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/7.jpg)
The Perception Gap
![Page 8: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/8.jpg)
Are you maximizing your return on social listening efforts?
Product Development Marketing Sales Service
PROMOTION
SEGMENTATION & TARGETING
PRICING
BRAND MONITORING
REACH
STRATEGY
SERVICE & SUPPORT
SENTIMENT
PROPENSITY TO RECOMMEND
LOYALTY
NEW CUSTOMER ACQUISITION
CUSTOMER RETENTION
CROSS-SELLING
UP-SELLING
PROMOTION CUSTOMER COMMUNITIES
MESSAGING
![Page 9: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/9.jpg)
Are you maximizing your return on social listening efforts?
Product Development Marketing Sales Service
PROMOTION
SEGMENTATION & TARGETING
PRICING
BRAND MONITORING
ENGAGE INFLUENCERS
STRATEGY
SERVICE & SUPPORT
SENTIMENT
PROPENSITY TO RECOMMEND
LOYALTY
NEW CUSTOMER ACQUISITION
CUSTOMER RETENTION
CROSS-SELLING
UP-SELLING
PROMOTION CUSTOMER COMMUNITIES
MESSAGING
NEW FEATURES, EXISTING PRODUCT
NEW PRODUCT
FOCUS GROUPS
![Page 10: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/10.jpg)
What we actually see from Top Performers
Product Development Marketing Sales Service
PROMOTION
SEGMENTATION & TARGETING
PRICING
BRAND MONITORING
ENGAGE INFLUENCERS
STRATEGY
SERVICE & SUPPORT
SENTIMENT
PROPENSITY TO RECOMMEND
LOYALTY
NEW CUSTOMER ACQUISITION
CUSTOMER RETENTION
CROSS-SELLING
UP-SELLING
CUSTOMER COMMUNITIES
MESSAGING
NEW FEATURES, EXISTING PRODUCT
NEW PRODUCT
FOCUS GROUPS
![Page 11: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/11.jpg)
Why is that?
Social data
Social data
Social channels
Customer data
Existing contentSocial optimizedcontent
Insights derivedExpertise to turninsights into strategy
THAT YOU CAN CONTROL
![Page 12: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/12.jpg)
What can marketers do today to get more
out of social listening?
![Page 13: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/13.jpg)
How is social media typically used? 80%
15%5%
Yes21%
38%
48%
50%
52%
57%
69%
71%
0% 25% 50% 75%
R&D
Customer Expansion
Customer Retention
New Customer…
Product Launch
Sales Growth-…
Social Listening
Brand Awareness
All Respondents
* Q4 2013 Social Relationship Management Survey, n=100 Brand Marketers, Revenue >$50M
Social is an “active marketing channel”
How are you using social media?
![Page 14: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/14.jpg)
Benchmarking use of social in product launches?
Have you used social media for a product launch?
In what capacity?
8 out of 10, YES
89% - BRAND PROMOTION 97% - BRAND MONITORING
* Q4 2013 Social Listening Survey, n=247
![Page 15: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/15.jpg)
Other Applications of Social Listening
21%
38%
48%
50%
52%
57%
69%
71%
0% 25% 50% 75%
R&D
Customer…
Customer…
New…
Product Launch
Sales…
Social Listening
Brand…
All Respondents
One of the biggest investments / initiativesmarketers will make.
• Strategic Impact to Organization• Multi-functional Impact• Supply-chain Ramifications• External Partner Alignment• Etc.
![Page 16: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/16.jpg)
What goes into a product launch?
PRICING
MESSAGING
AUDIENCETARGETING FOCUS
GROUPS
AGENCY
GEOGRAPHY
PLANNING
![Page 17: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/17.jpg)
Crossing the Social Listening Chasm
Reactive Social Listening
• What happened when…
• Who said what…
• That was a great quote, we should promote it…
• She looks like an influencer…
![Page 18: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/18.jpg)
Crossing the Social Listening Chasm
Reactive Social Listening
• What happened when…
• Who said what…
• That was a great quote, we should promote it…
• She looks like an influencer…
Proactive / Strategic Social Listening
• Validation of assumptions
• Testing hypothesis
• Analysis – Who Actually Buys
• How do they talk about…
IMMEDIATE ROI
![Page 19: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/19.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.19
Case Study Discussion
![Page 20: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/20.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.20
Market ResearchLarge Beverage Company
Copyright ©2013 Visible Technologies, Inc. All Rights Reserved.20
Challenge
Solution
Results
Explore new product opportunities in the Fruit and Vegetable juice blend market and launch a new product
• Analyze the market in a brand agnostic way to discover consumer perceptions
• Cross validation of learnings in traditional and social-based research
• Measure the competitive landscape such as V8 fusion to inform positioning and GTM strategy
The company mined perceptions beyond brand directed conversations which helped with the launch of the their new fruit and vegetable blend product line
![Page 21: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/21.jpg)
Pricing
Test product pricing in regional locations and monitor online buzz or reviews before a national rollout.
Monitor competitive products, look for clues about how customers feel about pricing.
Possibly opportunities to re-think pricing for competitive reasons.
Using social listening to validate pricing or research…
![Page 22: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/22.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.22
New Product LaunchLarge Technology Manufacturer
Copyright ©2013 Visible Technologies, Inc. All Rights Reserved.22
Challenge
Solution
Results
Monitor reactions to the launch of the B2B product line before, during and after launch to track response to product and campaign
• Use Visible Intelligence to identify, filter and make sense out of high volume of chatter across multiple social channels
• Gather perceptions about product and competitors
• Auto-generate and export reports to share with other product and marketing teams
High quality reports praised and generated interest in other departments. Initial pilot social team grew to include corporate communication, advertising, web and other business groups
“We knew there would be a
lot of chatter happening
around the product, and we
looked to Visible Intelligence
to help us both monitor
and understand it.”
-Jason, Senior Advertising
Manager
![Page 23: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/23.jpg)
Targeting
Social listening tools aren’t just for social, you can monitor virtually any digital channel, including location based channels.
Determine the propensity for early stage adoption based on other social attributes of a target audience.
Using social listening to determine regional rollout…
![Page 24: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/24.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.24
Marketing OptimizationLawn & Garden Product Manufacturer
Copyright ©2013 Visible Technologies, Inc. All Rights Reserved.24
Challenge
Solution
Results
Identify optimal geographic distribution for a new garden product launch
• Used Visible Intelligence to identify where individuals were experiencing issues with deer damaging their lawns and gardens
• Geo-location capability helped them identify markets for product launch as well as map specific retail locations for product distribution
The new garden product launch was considered very successful. They had the right product at the right geo locations to address customer needs
![Page 25: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/25.jpg)
Messaging
Focus groups are expensive and social can be an immediate source of insight from potential buyers.
Lower costs and gather insights faster. Win.
Using social listening to determine messaging…
App used language in messaging that offended smokers and wasn’t sensitive to the challenges of quitting.
Social listening testing in advance of the rollout influenced changes.
![Page 26: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/26.jpg)
Promotion
Focus groups are expensive - social offers a highly targeted and real-time source of insight from potential buyers.
Using social for promotion…
Social Only Launch• 90x more attendees than traditional
launches.
• 40 million impressions
• Started with a list of 90 buzzwords to monitor 1 month before launch
CISCO - ASR
![Page 27: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/27.jpg)
Promotion
Focus groups are expensive - social offers a highly targeted and real-time source of insight from potential buyers.
Using social listening to monitor promotion…
Save time Cut Costs Interactive and real-time digital engagement Identify influencers / bloggers Monitor results
![Page 28: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/28.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.28
ComplimentaryDeep Dive Research Report
![Page 29: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/29.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.29
More Social Listening ResourcesGleanster.com
![Page 30: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/30.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.30
Audience Q&A
![Page 31: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/31.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.31
Results that Deliver Business Impact
Data You Can Trust Industry Experts
Leading Technology
+Deeper Insights
The Visible Difference
![Page 32: Ready, Set, Launch: Using Social Media to Improve Product & Service Launches](https://reader034.fdocuments.us/reader034/viewer/2022051816/54578791af79590b088b5141/html5/thumbnails/32.jpg)
Copyright ©2014 Visible Technologies, Inc. All rights reserved.32
Next Steps
• Have a question comment about something in this webcast?• Ian Michiels [email protected]• Becca Ramble [email protected]• Rich Miller [email protected]
• To discuss a demo or more information, contact us at [email protected], @visible on Twitter, or “Demo Request“ on our website
• Check www.visibletechnologies.com for recordings of previous webcasts, Intelligence Reports, and more.