Forrester: - Making Leaders Successful Every Day

Event Overview

Both product managers and product marketers are expected to make critical business judgments based on inadequate information. Mistakes have high costs in schedule delays, lost sales, and failed adoption. Social media has emerged at just the right time to address many of these problems. However, new skills and techniques are required to use "inbound" social media to make smarter product decisions (what we might call "social product management").

Through presentations and a hands-on exercise, Forrester Analyst Tom Grant teaches attendees how to:

• Identify the gaps in customer, market, and competitive intelligence that social media can address.
• Use social media to inform strategic and tactical decisions about products and services.
• Use social media to deepen your understanding of business problems, users, stakeholders, solution architectures, evaluation and adoption patterns, and other key details from the customer's point of view.
• Apply a rigorous approach, PLOT (persona, location, options, test), to increase the quality of insights from inbound social media.
• Select the right social media outlet to answer a particular question.
• Create and implement a strategy for social product management.
• Profile your target user's social media habits through Social Technographics® data.
• Address related questions specific to your organization.

Who Should Attend?

• Product managers
• Product marketers
• Community managers
• Anyone involved in the collection and analysis of requirements data who may be interested in developing a social media strategy

Why Attend?

• Learn the best practices that Forrester analysts have distilled from the efforts of other teams.
• Start using a social product management strategy that you can apply from this day forward.
• Leave with a road map for a successful social product management strategy in your organization.