10 Reasons Social Media Addicts Should Go Camping

May 31, 2012

Introduction

I’m a borderline social media addict: I spend a lot of time tweeting, posting to Facebook, checking my Twitter interactions, pinning to Pinterest, adding people to Google+ Circles and, from time to time, checking my Klout score.

So when Memorial Day Weekend arrived, I was excited to go on a camping trip with family and friends. Not only would it be fun, I reasoned, but I’d get to spend a few days completely “off the grid” – no email, no Twitter, no Facebook. A complete loss of voice and data coverage, in fact!

Along the way, I found many benefits on the camping trip. If you’re a borderline (or full) social media addict, you should consider a camping trip this summer. Here’s why.

1) Teaches you to manage scarce resources.

During our “everyday lives,” we take many things for granted. We often assume unlimited resources: the heat can stay on all night, we can microwave leftovers any time we’d like and if our fridge is empty, we can run out to the convenience store, any time of night.

On a campground, however, it’s clear that your resources are limited and scarce. You’ve only brought along so much firewood, ice and supplies. You have no electrical outlets. And the fire only burns so long – and you can’t bring it into the tent with you!

The result? You learn (quickly) how to efficiently manage the resources available to you.

2) Gets you off the grid.

With widespread 3G/4G coverage and WiFi available in most stores, restaurants and hotels, we’re never far from reach of phone calls, downloading email and sending status updates. We’re online all day long and when we turn out the lights to sleep, our blinking or glowing smartphones are often right next to us. It was actually a pleasant departure to be completely off the grid for nearly 48 hours.

3) Teaches you to find creative solutions.

In the picture above, the item on the right looks like a hearty chicken drumstick. Wrong! It’s dough. We discovered some online articles (before we left) on how to make biscuits on a campfire. We used biscuit dough, browned them thoroughly over the flame, then dipped them in melted butter, cinnamon and sugar.

While walking along a stream, we met another group who was fishing for crawfish. They found long, straight branches, affixed a strand of string, weighed the string down by tying on a rock, then attached bacon to the end of the string. They waited for crawfish to swim out from under rocks, then pulled them up when they went for the bacon.

4) Gives you face-to-face time for an extended period.

When spending time with family and friends, how often do we sneak a peek at our smartphones? There are times when I try not to, but invariably, I can’t resist the temptation to see how many unread emails I have waiting for me. Or, whether I have new interactions on Twitter.

And that’s the great thing with camping and being off the grid. You experience the outdoors with loved ones and there are no distractions pulling at you. You have everyone’s undivided attention and they have your’s. It was great.

5) Reminds you how to act responsibly within a community.

To be effective and respected in social media circles, you need to act responsibly and follow the “local” customs. A campground keeps you sharp on this front: no noise past 10pm, camp fires should be extinguished, etc. If you don’t act properly, you can affect the entire community (e.g. leaving a campfire unchecked).

6) Allows you to connect with nature.

It was great to be immersed in nature for an extended period of time. I walked through the woods and along streams. I skipped rocks through the water. The air was crisp and one morning, I awoke to the sounds of woodpeckers drilling a few holes into the trees above me.

7) Makes you appreciate what’s most important in life.

I got to spend significant quality time with family and friends. It made me realize that they are most important to me, far more than online friends, followers, tweets, retweets and Likes. If you feel like the pace of life has become overwhelming (to your family), a camping trip may be just the thing you need.

8) Makes you humble.

I got to sleep underneath tens (if not hundreds) of enormous redwood trees. When I’d stand at the bottom and look up, I could barely see the top of the tree. These trees, like other wonders of nature, make me feel humble. And feeling (and acting) humble is a good thing for interacting online in social media.

9) Makes you appreciate what you have.

With overnight temperatures in the 40’s, the sleeping environment was uncomfortably cold! I’d put on a ski jacket, then proceed to zip my sleeping back up to my neck. When I returned home, I had a renewed appreciation for my house: the heat, the stove, the shower, the TV. I swear that my first shower back home was one of the most enjoyable ever.

10) Makes you return with a new focus or perspective.

You may return with a new focus in life – or, your time away may lead you to develop a new focus or perspective on your social media activities. You could, like me, decide to blog about the experience. The respite from social media may be just what you needed.

Conclusion

In summary, consider going camping! Those of you who are regular campers may now consider me a wimp. But if you’ve never gone camping – or, you haven’t been in a while, take a break from our super-connected, 24-hour-news-cycle world and go pitch a tent in the woods!

Note: I invite you to connect with me on .

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How Social Networks Facilitate Discovery and Engagement

May 24, 2012

Introduction

Successful social networks rely on a combination of user growth and “stickiness” – discovering users, discovering content, connecting with users, and engaging with users and content. As I study some of the most successful social networks, I find that they use a common set of techniques to create and maintain this stickiness. Let’s take them one by one.

Second Degree Activity

“Second degree activity” refers to actions that your friends take within a social network.

The Quora home feed (pictured above) is a great example. When I login to Quora, my home feed does not display topics I’m interested in. Rather, it takes the set of users that I’m following on Quora and lists the actions they’re taking (e.g. “following a question,” “voted up,” “commented,” etc.).

The concept: if I’m following someone, then I’m interested in what they think and do. If they’ve published a comment, then I may want to read it (“what they think”) and if they’ve voted up an answer, then I may want to check it out (“what they do”).

Other examples of second degree activity include:

  1. Twitter’s Activity tab, which can be found on Twitter.com by visiting Discover -> Activity. For folks you’re following, it lists actions that they’re taking: follows, favorites, addition to lists and more.
  2. LinkedIn’s Home feed, which lists new connections (made by your existing connections), status updates, profile updates and more.
  3. Facebook’s Newsfeed, which lists new friends (made your by your existing friends), Like’s (on friends of friends status updates) and more.

Featuring Popular Content

Pictured: The “Popular” tab in the mobile app Instagram.

Featuring popular content is an excellent stickiness tactic, as it provides proof to users that there’s great content to discover and consume. Popularity is democratic, in that it’s measured by the “votes” of the social network’s users (e.g. views, likes, comments, etc.).

That being said, “popularity begets more popularity,” which means that once content is marked popular, it tends to get more popular, at the (perhaps) disservice of similarly worthy content. You see this same phenomenon with “Most Popular” and “Most Emailed” lists on many online news sites.

Examples of featuring popular content include:

  1. Instagram’s “Popular” tab.
  2. Pinterest has a “Popular” tab that lists popular pins.
  3. Google+ has an “Explore” tab that reads “Explore What’s Hot on Google”.
  4. Facebook posts receiving a high degree of engagement get “pinned” to the top of your Newsfeed.

Recommendations

Pictured: “Who to follow” on Twitter.

Amazon was an innovator in algorithmic recommendations, with its “Customers Who Bought This Item Also Bought…” LinkedIn, for some time, has had a similar feature, “People You May Know,” which is listed prominently in the upper right corner of the LinkedIn home page.

In addition to recommending other users, social networks have begun to recommend content. The thought behind this, of course, is the more interesting content you find, the longer you’ll stay.

Examples of User Recommendations

  1. Twitter’s “Who to follow” tab.
  2. Twitter’s “Browse categories” tab, which provides curated lists of Twitter users within particular categories. Here’s the category list for Technology: https://twitter.com/#!/who_to_follow/interests/technology
  3. LinkedIn’s “People You May Know.”
  4. Google+ lists people “You Might Like” on its “Explore” page.

Examples of Content Recommendations

  1. Twitter’s Discover tab, which lists a series of “Stories.”
  2. Twitter’s Trending Topics – an innovative feature that is particularly unique to Twitter.
  3. LinkedIn TODAY, “The day’s top news, tailored for you.” – visible in the top area of your LinkedIn home page.
  4. Facebook’s “Recommended Pages.”

Email Notifications

It seems we’ve been writing off email for years. The rise of social media has brought into question whether email is still relevant. Well, it is. Despite claims to the contrary, we continue to be dependent upon our inbox.

In fact, I consider email to be “the glue” that connects (and returns you) to your assorted social networks. Email helps inform you of activities that occurred on a social network – and, it provides reminders for you to return.

Examples of email notifications:

  1. New followers or connections.
  2. A mention (of you) by other user(s).
  3. Getting tagged in an uploaded photo.
  4. A new comment or “like” to a post that you’ve liked.
  5. Follow-up comments to a comment you left – this is particularly useful on blogs, as well as discussions within LinkedIn Groups.
  6. Direct or private communications from a particular user.

Full-Mesh Communities

Pictured: The home feed on Nextdoor.

Nextdoor is a neighborhood-based social network that was recently profiled in The New York Times. There’s a Nextdoor community in my neighborhood (The Highlands in San Mateo), for which I’m a member. Nextdoor uses a “full-mesh model,” (my term) in which everyone “follows” everyone else by default. The newsfeed on your home page, in fact, displays posts from everyone.

There’s an absence of a follow/follower model altogether. If the size of a community is manageable (i.e. the number of members is at or below the Dunbar Number), then this full mesh model is ideal:

  1. It “removes friction” for establishing connections. I don’t have to worry about whom to follow, since the system’s done that for me.
  2. It “removes the risk” of my missing an important post because I’m not following the poster.
  3. It allows for “everyone to know everything,” and I think that’s completely fine in an online community based on your neighborhood.

I think the full mesh model is well suited to the online communities of small to medium sized businesses (i.e. for tools like Chatter, Yammer and Jive).

In a small business, I’d argue that similar to Nextdoor, everyone should know everything – and of course, private groups are always an option for things like compensation and employee reviews.

Conclusion

A quick recap of what we’ve discussed:

  1. The more (and better) social networks can recommend users and content, the stronger they’ll be.
  2. Second degree activity is an effective way to promote both users and content.
  3. Popularity and recommendations are additional avenues for discovering users and content.
  4. Email is the glue that ties your social networks together and keeps you coming back.
  5. Full mesh networks can be effective for particular use cases.

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Harness the Power of Your Personal Brand

May 17, 2012

Introduction

In 2006, TIME magazine declared “You” their Person of the Year. TIME’s selection was based on the rise of YouTube and other social web sites that allowed individuals to become publishers. TIME’s cover concluded, “You control the Information Age. Welcome to your world.”

Some six years later, we have even more tools to publish, interact and discover. Facebook is approaching 1 billion global users, while the past 12 months has seen the rise of Instagram and Pinterest, to name a few.

In the midst of your status updates, posts, blog comments and photo uploads, I think there’s a larger meaning (and value) that you can achieve: migrating from simply “You” to “Your Personal Brand.” Let me explain.

Brand Around Your Passions

When I speak about personal branding, people often ask, “just where do I start?” I encourage people to identify their passions. For me, it’s sports, social media and virtual events! For others, it might be food, wine or art. Your personal brand has the highest potential when it’s based around your passions.

Personal Brand Benefits: PASSION

Now, let’s consider the benefits of your personal brand. I use the acronym PASSION. Let’s take them one by one.

Possession

Whether you’ve been at your current job for 20 years or 20 months, as an “at will employee,” you can be asked to leave tomorrow. Your personal brand, however, has guaranteed possession. No one can take it away from you – it’s your’s for the rest of your life.

Annuity

An annuity is defined as “a specified income payable at stated intervals for a fixed or a contingent period, often for the recipient’s life.” As you manage and grow your personal brand, it routinely “pays you income” in the form of recognition, authority, presence and “real” income (if you so desire).

It’s important to realize, however, that while your personal brand’s annuity pays out over time, it’s an investment that must be actively managed to guarantee continued payout. It’s a bit more involved than a conventional annuity: it’s more like a mortgage, in the sense that you need to “pay back” (contribute) each month (or each day!).

I love the part about “for the recipient’s life” in the definition, because it ties back to Possession: the annuity, like your personal brand, is your’s for life.

Searchability

Most businesses think and talk a great deal about “Search Engine Optimization” (SEO). It’s critical for your web site(s) to “get found” when potential customers are searching online. As you construct and develop your personal brand, a natural benefit is “searchability,” or the ability to “get found.”

In a 2008 blog post titled “Downsized? Fired? Here are the new rules of finding a job,” David Meerman Scott (@dmscott) tells us about Heather Hamilton, who describes herself as “Microsoft Employee Evangelist, Quasi-Marketer and Truth-Teller.” Hamilton performs an inverse of the typical job search process. Instead of posting a job description and receiving resumes, she proactively searches the web. As Meerman Scott writes, “So if you’re not publishing, you won’t be found by Microsoft.”

[As a side note, the above blog post by Meerman Scott is singularly responsible for the start of my own personal brand.]

As you join new social networks, it’s critical that you fully populate your profile there. This is a critical first step in establishing your personal brand. On LinkedIn, for instance, ensure that your profile is 100% complete. Don’t settle for 95%, make sure it’s a full 100%.

As you gain a presence across different parts of the web, be sure to “cross link” your presences within your social profiles. For instance, on my Twitter profile page, I link to this blog and to my book on Amazon. You’ll also notice that on this blog, I cross-link to many other “personally branded presences” on the right side of the page.

Now, let’s return to Heather Hamilton. If you’ve published content related to Hamilton’s search terms, then the following may appear in Hamilton’s search results:

  1. Your blog.
  2. Your LinkedIn profile.
  3. Your Twitter profile or a recent tweet.
  4. Your answer on Quora or Focus.com
  5. An eBook that you published on your blog.
  6. An article in which you were quoted.

So in conclusion, the more you invest in your personal brand, the more visible you can be. And with more visibility comes more chances of others finding you.

Sense of Self

By “sense of self,” what I mean is that you learn about yourself as you build your personal brand! I’ve been blogging since 2008. It’s helped highlight (for me) my passions, my strengths and my weaknesses. In a post about her own blogging journey, Amber Naslund (@AmberCadabra) writes, “One of my favorite quotes is from the writer Joan Didion, who once said ‘I write to discover what I think.’”

As I became active on Twitter and LinkedIn, I discovered something about myself that otherwise wouldn’t have been obvious: I love to find, meet and connect with others. Twitter has been amazing in its ability to find and follow others, share thoughts and ideas and get to thoroughly know (in my mind) someone I’ve never met in person. This discovery has led me to consider ways in which I can continue this “connecting” in offline settings, as well.

Identity

While your personal brand should align with your passions, going niche (vs. broad) gives you a lot of advantages. Building a personal brand around “technology” is challenging. Go a step deeper, based on what interests you. Consider “social web technology” or better yet, “social and mobile web technology.”

My personal brand focuses on virtual events and social media. The social media part is challenging, in the sense that many, many others are more knowledgeable than me. The virtual events realm is smaller and more focused, so there’s more of an opportunity to build an identity around it.

By “identity,” I mean that your personal brand comes to be known for something. My personal brand is closely tied to virtual events – I suppose the name of this blog says it all.

Objectives

Having a personal brand helps you set objectives around it. For some, it can be as basic as “continue to grow the brand.” For others, it might revolve around Twitter followers, a Klout score or page views on your blog. Yet others may seek to parlay their personal brand into a new job in a new industry. Your personal brand will evolve over time and objectives are there to help guide you.

Networks

Based on your employment history (or your small business), many of you have amassed a “network” of connections on LinkedIn. A personal brand allows you to significantly extend that network. Via social networks, your blog, comments on other blogs, guest posts on other blogs and articles submitted to publications, you can meet and engage with new people.

It can all start with a single Twitter hash tag. On Twitter, there’s a vibrant community of event professionals who gather around the hash tag #eventprofs. By simply reading, responding and re-tweeting (via this hash tag) over the years, I’ve gotten to know lots of event professionals that I otherwise would not have “met.”

Many #eventprofs are sole practitioners or run a small event business. So personal branding is critical to them, as their personal brand and their business’ brand are one and the same. In addition to the “#eventprofs network, I’m part of many others, including the networks on Quora, Focus.com, Instagram and Pinterest.

Actively engaging in networks helps raise the visibility of your personal brand and brings with it annuity, searchability and many other benefits.

Conclusion

Got a passion? Then put some PASSION around your passion. Developing your personal brand can lead to business opportunities, speaking gigs, fame and fortune. Why not get started today?

Related Links

  1. Blog Post: 7 Tips for Building Your Personal Brand Online 
  2. Slides: How to Build Your Personal Brand and Advance Your Career with Social Media

Note: I invite you to connect with me on .


It’s All Popular: Top 2012 Posts at It’s All Virtual

May 10, 2012

Introduction

This blog used to be about virtual events – all day, every day (or almost every day). It’s branched out, of course, to cover a number of additional topics, including social media. This shift is reflected in the list of most popular posts for 2012. Without further ado, here’s the list, in ascending order of popularity.

5) 5 Tips for Organizing Your Google+ Circles

If you’re just getting started with Google+ now, take the time to set up and organize your Circles up front. I added people to the same one or two Circles and had to invest the time to go through them and assign them to more specific Circles.

It was worth it, however, as an organized set of Circles made my use of Google+ all the more productive and beneficial. Read the full post:

http://allvirtual.me/2012/02/06/5-tips-for-organizing-your-google-circles/

4) 5 Reasons I’m Breaking Up With You, TweetDeck

I once made heavy use of a Twitter client called TweetDeck. Now, I find myself relying exclusively on Twitter.com, from my browser. This post details why I decided to break out with TweetDeck. Read the full post:

http://allvirtual.me/2012/02/27/5-reasons-im-breaking-up-with-you-tweetdeck/

3) 5 Tips for Hosting Google+ Hangouts


Google+ Hangouts are pretty darn neat. The first time I hosted a Hangout, however, I ran into a number of snags. The goal of this post was to share my mistakes and subsequent lessons learned. Read the full post:

http://allvirtual.me/2012/01/30/5-tips-for-hosting-google-hangouts/

2) 5 Things Virtual Event Platforms Can Learn from Pinterest

“It’s All Visual.” That’s a core attribute that makes Pinterest so popular. I couldn’t determine which was more popular: Pinterest (itself) or articles and blog postings on the topic of Pinterest. So I decided to try out the service – and then tie Pinterest together with virtual events. Read the full post:

http://allvirtual.me/2012/02/13/5-things-virtual-event-platforms-can-learn-from-pinterest/

1) Why My Third Grader Loves Second Life


While visiting the Tech Museum in San Jose, I was surprised to find a set of workstations installed with Second Life – or perhaps I shouldn’t have been surprised, given that it’s a technology museum. My third grader loved interacting with this custom version of Second Life, so I decided to analyze just why that was. Read the full post here:

http://allvirtual.me/2012/02/08/why-my-third-grader-loves-second-life/


Want More Klout? Here’s How To Get It.

May 5, 2012

Introduction

In a widely read (and shared) piece in Wired titled “What Your Klout Score Really Means,” Seth Stevenson describes Klout as “a service that purports to measure users’ online influence on a scale from 1 to 100.”

The most talked-about aspect of Stevenson’s article is the story of how Sam Fiorella was turned down for a VP position (at a marketing agency) because his Klout score was too low. Fiorella’s score, at the time, was 34 and the job was given to someone with a score of 67.

My Views on Klout.

Opinions on Klout seem to be at two extremes: either you love it or you hate it. I find myself in the middle: I find that “metrics” (like a Klout score) are useful for comparing things against a standard of measure, but I wonder whether aspects of Klout’s measurement “algorithm” are completely valid (add to that the fact that the algorithm itself is clouded in some secrecy).

Previously, I shared my thoughts on the changes Klout made to its scoring model.

Get More Klout, If You Want To.

OK, so here’s the piece in the article that no one is talking about. Stevenson spoke to Klout product director Chris Makarsky and asked him how he could boost his Klout score. If you care about your Klout score, check out these tips:

  1. Improve the cadence of your tweets – that is, tweet a lot more.
  2. Concentrate on one topic, instead of spreading yourself thin.
  3. Establish “relationships with high-Klout people,” as a way to extend your influence.
  4. Keep things upbeat. “We find that positive sentiment drives more action than negative,” said Makarsky.

So there you have it. I’d be interested in your take on Klout. Does Klout score matter to you?

Related Links

  1. The author, Seth Stevenson on Twitter (@stevensonseth).
  2. Sam Fiorella on Twitter (@samfiorella).
  3. My profile on Klout. I was at 59 before their scoring change and currently stand at 51.

Other Tips to Get More Klout

  1. Mashable: 7 Surefire Ways to Increase Your Klout Score.
  2. Ask Aaaron Lee: 6 Unofficial Ways to Increase Your Klout Score 
  3. Inc.com: The Right Way to Increase Your Klout Score

Note: I invite you to connect with me on .


So Just What Is Product Marketing?

May 3, 2012

Introduction

Riding up a ski lift with a buddy of mine, we got to talking about our jobs. He asked the question, “so just what is product marketing?” I unleashed a number of overused terms, such as “positioning,” “messaging,” and “go to market strategy,” at which point my buddy’s eyes glazed over. Returning home from the ski trip, I was determined to develop a better definition.

Here goes:

Product Marketing is the art and science of generating attention, interest and adoption of your organization’s products and services.

Let me explain further by breaking it down.

Attract attention

It’s the job of many groups within an organization to generate and attract attention: the “C Suite,” corporate marketing, product marketing, sales and others. Attracting attention is all about getting your foot in the door (and then hoping that door stays propped open for you). Typical ways a product marketer can attract attention:

Launch Campaigns.

In the bygone days, a launch campaign involved a large venue, invited press, analysts and customers, loud, rollicking music and copious amounts of food and beverage. These days, a launch campaign may comprise a series of blog posts (and guest blog posts) reinforced via your social media channels. However they’re structured, one of the goals of a launch campaign is to generate attention by introducing new products (or product features) to the market.

Content Marketing.

Write informative (and eloquent) posts and articles about your industry and you’re bound to attract attention. Post your words of wisdom on your blog – and when possible, sprinkle in customer case studies, as well as insights from customers about how they’re using your products.  You’ll not only attract the attention of prospects, but search engines as well (and they play critical roles in attention gathering).

Simple Products or Simple Pricing.

A great product is one that sells itself. If you can make your product simple to understand (and also easy to use), then you may not need to take explicit steps to attract attention. If I can start using your product this minute – and then pay you $10 per week to continue using it, that’s a great thing. And as long as I continue to like the product, I’m apt to tell others about it. The product that sells itself becomes even more powerful when others sell it for you.

Sustain Attention

Now that you’ve got your foot firmly planted in the door, it’s time to wedge the door further open. Here are a few tools used by product marketers.

Email Newsletters.

A subscription to your email newsletter amounts to an electronic contract: “send me occasional content (via email) and if you provide value and don’t send too often, I’ll remain subscribed.” If you’re successful honoring this contract, then email newsletters can be the start of a great relationship. Every month (or every few weeks), you can “re-sustain” your attention.

Regular Webinars.

Product marketers should think of an ongoing webinar campaign as the “pulse” of their “sustaining attention drive.” Expose your best product managers, customer service staff, engineers, customers and partners to the world. Have them pitch in to your sustainability (of attention) efforts. I’m sure your target audience wants to hear more of them (and less of “marketing”).

Road Shows.

If budget (and your ROI analysis) permits, hitting the road for a multi-city road show gives you the opportunity to meet with customers and prospects face-to-face. They give you the chance to generate new business from existing clients and help move prospects further along the sales cycle. You may also combine road shows with launch campaigns.

Drive Attention Towards the Close

Sales has engaged with prospects during certain phases of the “attention period,” and may need to further engage product marketing to move prospects further down the sales funnel. Here, product marketers may need to focus on:

Competitor Matrices.

At this stage of the buying cycle, prospects often want to see the vendor’s view of the market. Often done in matrix form, they’ll want to see comparisons around feature set and pricing. Product Marketing ought to maintain up-to-date versions of these matrices and be prepared to develop custom versions for particular business opportunities.

Detailed Product and Feature Sheets.

A prospect may need to drill down and understand how particular product features work. It’s the Product Marketer’s job to maintain this library of collateral – and, to provide information (or help track it down) as needed. For instance, if there’s a Sales need to provide documentation around an upcoming release feature, Product Marketing is called on to deliver on that.

Pricing Sheets and Rate Cards.

If Product Marketing owns pricing, then they’ll be called upon to maintain pricing sheets and rate cards – and help in the pricing of complex programs as necessary. Product Marketing may also be called upon to approve pricing discounts on particular deals.

Customer Retention.

I omitted “customer retention” in my definition (above) because every single employee is responsible for it.  That being said, here’s where Product Marketing plays a role in customer retention:

Good Product Marketing Breeds Retention.

This may be presumptuous to say, but good product marketing can make for more satisfied customers. If your marketing collateral is top notch, your customer case studies insightful and your content marketing frequent and informative, then customers will be more likely to keep giving you their business (assuming other conditions are also met).

Customer Advisory Boards.

Invite selected clients and partners to join a Customer Advisory Board (CAB). Schedule regular CAB meetings to discuss your particular product features – or, brainstorm on where the market is headed. You not only show customers that their input is important, but you help feed Product Management and Engineering with important feedback to inform the product roadmap.

Promote Your Customers.

While often the domain of Corporate Marketing or Marketing Communications, product marketers can help turn their customers into rock stars. Write a blog posting about your customer’s successful program – or, shoot a YouTube video of them and publish it to your followers. Pitch and promote customers when fielding media inquiries. I find that media would much rather cover a customer’s use of a product over anything else.

Conclusion

Phew. After reading all that, you might think a product marketer’s job is never done. Don’t worry, though. I intentionally took a broad view of things. Many organizations will segment these responsibilities across a number of people (or groups) – and some may skip particular ones altogether. Let me know your thoughts on product marketing. Did I miss any roles or responsibilities?

Related Posts

  1. 12 Most Powerful Ways to Use Social Media to Improve Your Products
  2. Product Marketing Is Dead. Long Live Product Marketing!
  3. New Book: 42 Rules of Product Marketing

Note: I invite you to connect with me on .


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