I ran across this great article on how to launch a product using social media by social media guru Guy Kawasaki that’s well worth a read.
The overall process he used (in addition to being a well-connected, recognized social media expert and successful author, which always helps!) and recommends is:
1. Facebook Fan Page
Create a Facebook fan page for your product and drive traffic to it
2. Launch Microsite (website)
Create (what we call) a “launch microsite”, which is a website that’s focused on your launch and product, providing all the materials that press, bloggers and publishers will need to evaluate and promote your launch.
3. Review Copies
Make samples of your product available for review to leading experts, influencers and bloggers in your target market. These independent reviews are a critical part of the launch process, bringing you both traffic and social proof.
4. Email
Use email marketing to directly target specific users who you’ve built a relationship with in your marketplace.
Run a focused “canvassing campaign” using PPC to extend your reach and get the word out to those who are searching for a solution that your product immediately addresses. Run this campaign for at least 6 weeks for best results (and be sure to tune/optimize your landing pages while all this traffic is coming to your site)
6. Contests
Run contests that give people a reason to engage and participate in your launch from a social media standpoint. In Guy’s case, he ran a photo contest. The point of the contest is to create added social proof and bring you traffic and attention – yet another way to get the word out and prove to people that your launch and product are important and worthy of people’s time and attention.
7. Quizzes
Create a quiz that relates to the subject matter of your product
8. Infographic
Make infographics available to that visually represent your launch’s “big idea” or product positioning.
9. Badges, Buttons, Banners and Stickers
Provide people with badges, buttons and banners they can use to endorse and promote your launch and product. These are essentially a seal of approval that create additional social proof and bring you more traffic.
10. Wallpapers
Provide people with wallpaper graphics they can use on their desktops.
11. PowerPoint
Create a professional PowerPoint presentation and/or video overview that lets you and your product really shine.
12. Thank you Slideshow
Create a brief slideshow that acknowledges the contributions and accomplishments of everyone involved in bringing your product and project to fruition.
While these aren’t nearly all of the steps we recommend to clients who are launching a product, it’s hard to argue with the success that Guy has achieved with his launch – a rapid rise to a #1 best-seller!
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I found Guy’s compare/contrast of using FB page versus a microsite to be interesting; seems to again underscore the evidence that people go to FB for the community (to “socialize”-duh) and to a site (website or special-purpose/launch microsite) to evaluate and make purchase decisions. Thanks for the post.
RT @rickbraddy HOW TO: Launch a product using social media http://bit.ly/eLwxiJ
RT @rickbraddy HOW TO: Launch a product using social media http://bit.ly/eLwxiJ
Social media can be a great place to get the word out about a new product. The key is that you must already have a loyal following, which it takes work to get. Engage with fans and followers on a consistent basis, not just when you are launching something new.
Excellent advice, Nick. It’s important to both build your list and social media network ahead of the launch, and even more important to develop a relationship and some trust equity with your audience.
Thanks for the comments.
Rick
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