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Creating Community For
Product Unknown
by Cindy F. Solomon June 18, 2014
© Cindy F. Solomon
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Cindy F. Solomon, CPM, CPMM
© Cindy F. Solomon
•Host, Global Product Management Talk •Founder, Startup Product Movement for Product Excellence •Contributing author: ProdBOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing Chapter #13 Emulate Twitter •20 years software product marketing and management, web development, services, consulting including Apple, Vadem, NetObjects and Startups in Silicon Valley. www.linkedin.com/in/cfsolomon/
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© Cindy F. Solomon
Why create community before the product is known?
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Increase Product Success
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70% Of Products Fail • Didn’t meet market needs
• Unclear who the customer was
• Wasn’t viable
• Not competitive
• Costs too high to produce
• Need not urgent
• Customer unwilling to pay
• Not enough customers
• Incorrect pricing
• Not appropriate positioning
• Value not communicated
• Product not aligned with brand image
• Doesn’t meet expectations
• Built in obsolescence
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Building the wrong product is expensive & disastrous for the product team & company
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© Cindy F. Solomon
Why focus on “community” rather than “target market”?
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© Cindy F. Solomon
Aren’t customers more important than “community”?
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© Cindy F. Solomon
Community is a
Two Way Street
• Requires less $ (marketing, advertising dollars)
• Grows loyalty
• Inspires trust
• Showcases real humans
• Encourages feedback
• Enables Deeper interactions
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© Cindy F. Solomon
Community Marketing Leaders
Nike, Starbucks and Google
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© Cindy F. Solomon
Creating Future Community
Apple in education
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© Cindy F. Solomon
Before building product:
First find the market.
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© Cindy F. Solomon
Before building product:
Find the desire.
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© Cindy F. Solomon
Before building product:
Sense the need in the market.
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© Cindy F. Solomon
Customer Development
Process to discover product/market fit
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© Cindy F. Solomon
• What do they read? Specific magazines, papers
• What events do they attend?
• Which social platforms?
• What devices?
If you don’t know, then how can you reach them?
Identify Addressable Community
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© Cindy F. Solomon
Go out to the field
• Where are they
• What are they doing
• What do they care about
• What are they reading
• What devices do they use
• What platforms do they frequent
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© Cindy F. Solomon
Understand motivations
• How do they behave
• What drives their choices
• How do they solve their pains
• What do they pay for
• What do they value
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© Cindy F. Solomon
Walk in their shoes
• Observe them
• Eat with them
• Talk with them
• Live with them
• Care about them
• Find their current community
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© Cindy F. Solomon
• Ask questions
• Feel from their perspective
• What is missing
• What can be improved
• What sucks
• What feeds their needs
Empathize
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© Cindy F. Solomon
• Can you communicate what they value?
• Can you provide value to the existing community?
• Can you reach them in sufficient numbers above the noise?
• Why will they care about your product?
• Why will they change current behavior?
Assess
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© Cindy F. Solomon
Product marketing managers frame the narrative of the product, idea, and potential market
One sentence summary – elevator statement
Be consistent across all communications
What are you telling them?
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© Cindy F. Solomon
• It reflects what has been learned from the community
• In their words, language and context
• Focused on their WIIFM
Why Should They Believe
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© Cindy F. Solomon
Develop key relationships before you build the product for trust, believability and champions
Key Relationships
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© Cindy F. Solomon
Before building product:
Establish relationships with
current community stars, i.e.
Bloggers, thought leaders, authors, innovators, practitioners
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© Cindy F. Solomon
Before building product:
Give them platform to be heard and then Listen to them!
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© Cindy F. Solomon
Create Future Stars
• Create future community stars by showcasing passionate contributors & awarding their contributions
• Gamification, stickers, badges, discounts
• Even better: Thank you tweets, emails & printed acknowledgement
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© Cindy F. Solomon
Find the loudmouths, early adopters, people creating & controlling the conversations, then
Get Inside The Conversations
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© Cindy F. Solomon
1. Identify key issues product touches
2. Become part of the conversation
3. Cultivate the influencers via follows & replies
4. Produce (or borrow) compelling content
5. Build a need in the marketplace
6. Launch a product that fills that need
7. Build on the community that contributed to defining the product
Get Inside The Conversations
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© Cindy F. Solomon
• Identify key issues product touches upon
• Where is conversation going on?
• Don’t create the conversation, join it and forward the action with relevant, appropriate, and generous contributions
Create Compelling Content
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© Cindy F. Solomon
• Talk about things that already have interest and give your personal experience
• What excites you?
• Headline with something that relates to you
– Use https://medium.com/ to post
– Share URL on scoop.it
Be Human
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© Cindy F. Solomon
1. Be a nice guy that everyone likes
2. Build a product that everyone likes
3. Market before you build the product
http://en.wikipedia.org/wiki/Hiten_Shah KissMetrics, Crazy Egg, Growth Hacking
The Hiten Shah Secret
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© Cindy F. Solomon
“Timing, perseverance, and ten years of trying will eventually make you look like an overnight success.”
Biz Stone, Twitter, founded 2006
Slowly Build Overnite Success
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It Started with a Tweet
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The Startup Product Mission • Engage product professionals in regular, real-time discussion;
• Showcase experts, speakers, bloggers, thought leaders, practitioners and events that forward product excellence;
• Evangelize Product related jobs;
• Raise important issues that all product professionals confront;
• Extend shared resources across industries and borders;
• Facilitate dialogue, networking, mentoring & support;
• Enable global community;
• Educate & defend the value of the product professional, cross-functional team collaboration and holistic product view.
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© Cindy F. Solomon
Chris Yeh, PBWorks “Find the market before you build the product.”
Sean Moffit, It Takes A Community to Build A Brand
Startup Product & Global Product Management Talk contributors, community organizers, speakers and sponsors
Thanks to
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© Cindy F. Solomon
Thank you for sharing your precious time! Please connect! www.linkedin.com/in/cfsolomon/ @cindyfsolomon Startup Product, movement for product excellence http://startupproduct.com @startupproduct Startup Product communities Global Product Management Talk, weekly broadcast @prodmgmttalk Webcast Digest, daily curated online events @WebcastDigest