social listening for pms for pcamp
DESCRIPTION
Social Listening for Product Managers.At Silicon Valley PCamp, Product Manager's BarCamp.TRANSCRIPT
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?
@stephshum @sujamthe @vanriper #SVPcamp
Grassroots Movement of Tech customers helping each other
@stephshum @sujamthe @vanriper #SVPcamp
Grassroots Movement of Non-Tech Customers
@stephshum @sujamthe @vanriper #SVPcamp
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
@stephshum @sujamthe @vanriper #SVPcamp
LISTEN TO YOUR EXISTING BASEFORUMS, SUGGESTION BOARD, WEBINARS/CHATS, YAHOO! GROUPS, GOOGLE GROUPS, LINKEDIN GROUPS
Stephanie Shum, PM Yahoo Mail
@stephshum @sujamthe @vanriper #SVPcamp
Yahoo Group for Y! Mail
@stephshum @sujamthe @vanriper #SVPcamp
Linkedin for Mobile Group
@stephshum @sujamthe @vanriper #SVPcamp
Yahoo SuggestionsHow you listen to your existing base of enthusiasts
@stephshum @sujamthe @vanriper #SVPcamp
LISTEN ON SOCIAL CHANNELSBLOGS, TWITTER, FACEBOOK
Sudha Jamthe @sujamthe
@stephshum @sujamthe @vanriper #SVPcamp
Social Media for market analysis of features
@stephshum @sujamthe @vanriper #SVPcamp
Social Channels Monitoring & Listening
@stephshum @sujamthe @vanriper #SVPcamp
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
@stephshum @sujamthe @vanriper #SVPcamp
GLOBAL PRODUCT LISTENING USING USER GROUPS
Van Riper, Google @vanriper
@stephshum @sujamthe @vanriper #SVPcamp
Global product listening using user groups
@stephshum @sujamthe @vanriper #SVPcamp
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