TechSmith providesmore than 100countries with screencapture and recordingsoftware for individualand professional use. Founded in 1987, the company offersinnovative products (such as Snagit) that enable users to takescreen captures, make screen recordings, and manageconsumer content so they can create dynamic presentationsand screencasts. The products, which were originallydeveloped to run on Microsoft platforms, are currently beingextended to support the Mac platform.
With revenues of $42 million and over 200 employees,TechSmith Corporation is the world’s leading provider ofscreen capture and recording software. “We take ourcommitment to pleasing customers seriously by constantlystriving to make our products feature-rich, intuitive, and easyto love,” states Tiffany Wood, Snagit Product Manager atTechSmith. “Word-of-mouth marketing is a key part of oursuccess, so we aim to have ongoing, meaningful conversationswith our customers that transform them from users toproduct advocates and mavens for us worldwide.”For 20 years, TechSmith has developed products almostexclusively for the Windows platform. But management sawthe opportunity for growth by offering products for Mac users.“Snagit for the Mac platform had been our number-onefeature request for several years, so it made sense to develop aversion of Snagit for the Mac environment,” notes Wood. “Butwe realized that we didn’t know Mac users inside and out–their expectations, their needs and preferences, the subtletiesof how software should integrate into their user experienceand everyday work. These were the kinds of insights weneeded to reduce our risk and develop an optimal solution forMac users.”The company decided to launch a public beta version of thenew Snagit on Mac software and provide a way for users to tellTechSmith what they want. “We’d never done this before,”notes Wood. “Sure, we always had beta software, but it wasonly accessible to select users–not to the broader public. Andfeedback came in via individual emails, not collaborativeconversations. This time, we wanted to engage our entire userbase in our agile development process.” Armed with insightinto the minds of Mac users, TechSmith could move ahead withenhancements and improvements with confidence.TechSmith looked at three different social mediacommunication platforms, but only Get Satisfaction offered theeasy-to-use functionality they needed combined withaffordability and flexibility. “We can change our Get Satisfactionplan in minutes, if our needs change,” states Wood.
Implementing their branded Get Satisfaction site took just 10minutes to complete. “We went with a standard, company-branded site – no customizations or Facebook integration,”explains Wood. “It was incredibly easy to do.” The site waslaunched in December of 2009 as part of the company’s publicbeta launch
Over the ten-month public beta process, more than 100,000people downloaded Snagit on Mac. Over 445,000 peopleengaged in dialogs on Get Satisfaction, and about 1,200 uniquetopics were generated by users.“From day one, we’ve been surprised by the number ofpassionate conversations that take place on Get Satisfactionwithout us even having to initiate them,” states Wood. “Peopleare very forthcoming and honest with their feedback and ideas–and even better, we can engage in direct conversations withthem to learn more.” But management has learned thatsometimes, it’s wisest to just let the community run with anidea before jumping in. For example, one early post stated thatthe early beta version wasn’t very “Mac-like.” The first few
“Now we can develop highly targetedmessaging faster and earlier becausecustomers tell us in their own words what theycare about, why they like the product, andmore. As a result, going into our official productlaunch, we’re more confident in our feature set,messaging, usability, and software stability.”
TechSmith Product Marketing Manager