Product launches often have a reputation for being constrained by tightly managed internal processes, cross-organizational misalignment, and closed communication loops. So how does a tech marketer improve the experience? I have been involved with many product launches and events during my 15-year career in the high-tech industry and have seen the good, bad, and the ugly of each of these constraints. In my experience, social media has provided the "good." It loosens internal processes by allowing customer conversations to influence the direction of a product launch. It brings organizations together through the sharing of data captured by monitoring tools. It opens communication by allowing internal product launch teams to interact with customers, in real time, throughout each stage of the launch. If done correctly, all of these benefits will lead to more effective (and successful) product launch events. My new "The Social Tech Product Launch" report shows how it is possible to turn your inverted product launch into a Social Butterfly.
How have you used social media and listening platforms in your product launch processes?
"It is the province of knowledge to speak, and it is the privilege of wisdom to listen" - Oliver Wendell Holmes
I had the privilege of wisdom to listen to many individuals from various B2B and B2C companies last week at the Forrester IT Forum in Las Vegas. One of my favorite aspects of my new analyst job here at Forrester is to meet with tech marketers and hear about the creative ways many of them are using social media to deliver customer value. The individuals I had the pleasure to meet at IT Forum last week certainly did not disappoint, and these discussions were the highlights of my time spent in lovely downtown Las Vegas (insert sarcastic tone here for I am not a big fan of Las Vegas).
A few key takeaways I had from IT Forum were the following: 1) The lines that once divided B2C and B2B are beginning to blur; 2) Companies are looking for new and improved ways to obtain deeper, more meaningful engagements with customers; and 3) Social media continues to be an area of focus for many companies, albeit many are looking for more effective B2B social media channels, i.e., in addition to Facebook and Twitter.
That said, some of the research I will be conducting in the upcoming months will touch upon each of these topics. I would love to hear your thoughts on your B2B social media strategies! I am here to listen, after all ;-)