SMM as a component of NPI

Last week I presented an NPI overview and pointed out that PLM software can manage that project easily.  This week I drill down into NPI to discuss SMM.


  • SMM – Social Media Marketing
  • NPI – New Product Introduction
  • PLM – Product Lifecycle Management

New Product Introduction & Social Media Marketing

Social Media Marketing falls into the bucket of Product Promotion.

A typical sales cycle typically includes prospecting, educating, proving and getting the order.

Prospecting – If you attempt to do this ‘manually’, you will need to speak to each prospect one to one.  If you use technology, you can send your message to many people simultaneously with one effort.  It is said that you may need as many as 8 touches to get to a place where you can determine if someone is really a prospect.

Educating – ‘Manual’ is still a one-to-one effort while using technology is a one-to-many effort.  The objective in these early stages is to start a conversation – a conversation that can lead to getting an order.

Social Media Marketing

Think of Social Media Marketing as a bucket full of all of the latest high technology tools available to communicate with a prospect.  Those tools include:  Email marketing, Blogging, LinkedIn, Twitter, Facebook, YouTube, etc.  Each of these tools may reach different prospects, so participating in all of them increases your reach.

Still, SMM needs a message.  That message needs to be distributed through all avenues of communication.  Several people in your company will be sending out the message.  As a project manager, you must manage the message, the people, the technological tools and the timing.

If you are the person in charge of this project, how do you make sure all of these activities are completed on time?  How do you ensure that all of the activities are done properly?

Product Lifecycle Management software

PLM software is designed to handle projects like these.  With its workflow capabilities, it can help you control all of these activities.  It makes sure that all of the required steps are taken.  It can push ‘message communications’ to you for approval.  It makes sure that the right information gets to the right person at the right time.

PLM software provides visibility into all of the activities.  You can quickly see what is completed and what is not.  You can see whose desk it is on.  If one activity is behind, you can throw more resources at it.

Contact me to see how PLM software could help your company with Social Media Marketing…


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