1. www.OttawaPMA.org @OttawaProductCa Gaining Insight into New Markets: How to use Social Media for Market Research ProductCamp Ottawa November 2 nd 2013 Caseware –St Laurent

2. 2 www.OttawaPMA.org @OttawaProductCa Gaining Insight Into New Markets: How to Use Social Media for Market Research ▪ Do you need to learn more about a new market? This session will cover how to use social media to make discoveries about the market you are evaluating. ▪ We’ll talk about how you can gain insight into the burning issues, who the key players are, what events prospects are attending and which publications are relevant. ▪ We'll also discuss how to find and connect with influencers and build a following so that you have established a community if and when you are ready to launch. ▪ We’ll use a small B2B software company as a case study and start with Twitter, covering tips and best practices. ▪ Then we’ll lead a discussion about LinkedIn, Facebook, and other social media platforms. Which ones have you found to be most effective to further your market research goals?

3. 3 www.OttawaPMA.org @OttawaProductCa Case Study: STaCS DNA ▪ Small software company ▪ Customers: forensic DNA labs – FBI, RCMP, US Army, large state labs ▪ Markets: ▪ Forensics ▪ Healthcare / Personalized Medicine ▪ Goals ▪ Gain experience using social media ▪ Learn about markets ▪ Influencers – people, organizations, publications, blogs ▪ Industry associations ▪ Competition ▪ Events ▪ News ▪ Trends, issues ▪ Channels ▪ Build community

4. 4 www.OttawaPMA.org @OttawaProductCa Getting Started ▪ Cover basics first: How do you want to be perceived? ▪ Branding, messaging, website ▪ Value proposition in 140 characters ▪ Who should you follow? ▪ Online research ▪ “Who to follow” ▪ Follow the followers ▪ Search terms ▪ Competition ▪ What you get ▪ Breaking news ▪ Opinions ▪ Conferences – presenters, exhibitors, competitors, attendees, content – follow the # ▪ Publications, blogs, webinars ▪ Wealth of Too much information

5. 5 www.OttawaPMA.org @OttawaProductCa Tweeting & Tracking ▪ What to tweet? ▪ Nothing at first ▪ News, promotions ▪ Retweet ▪ Comment, conversations ▪ Live tweet events – use event # ▪ Tweet-ups – guests, Q&A ▪ Tools ▪ RSS feed ▪ Hootsuite ▪ Link-shortener – bit.ly ▪ Track metrics ▪ Hootsuite, tools, spreadsheet ▪ Following  followers

6. 6 www.OttawaPMA.org @OttawaProductCa Best Practices ▪ Your tweets ▪ 10:1 news-to-promotion ratio ▪ Real-time ▪ Short – 130 characters ▪ Engaging ▪ Sentences ▪ Keep it up – 3+ tweets/day ▪ Photos, video ▪ Use hashtags ▪ Interacting ▪ Don’t be an egg ▪ @replies, mentions ▪ Welcome new followers ▪ Promote your Twitter handle

7. 7 www.OttawaPMA.org @OttawaProductCa Let’s Talk ▪ What market research tips do you have for using Twitter? ▪ LinkedIn? ▪ Facebook? ▪ Your blog? ▪ Others?