Enterprise Social Media Platform Social Media Case Study
The Beginning: Building communities and conversations that turn consumers into producers of information Case Study: Gannett Local Moms
Growth and Success Expanded to 60 local sites Multiple platforms Opportunities and Challenges
The Challenge A Scalable, Consistent Architecture Product Enhancements Analytics Across Sites Maximize Revenue Oppty.
One Social Media Platform: Ripple6 60 sites converted 20 new markets added Identity, Connections, traveling conversations. Social Analytics: Nationally and Locally Integrated over 1.5 million messages and photos from 60 sources 1 million moms
Social M arketing Create O pportunities New R evenue Models User E ngagement
<ul><li>Identity: They tell the community and YOU who they are. Personalized Experience. </li></ul><ul><li>E.g. 40% of moms have shared age. </li></ul>
<ul><li>They connect and form Personal Trusted Networks. </li></ul><ul><li>Interest Groups, Play groups, etc. </li></ul><ul><li>68% of invitations accepted. </li></ul>
3. Users Create and Share (Ripple) Content in AND through these personal networks
Ripple Analytics Real Insight into Word of Mouth
Creating Opportunity Ripple: a patented movable conversation.
Creating Opportunity: “ Smart Groups” enable you to be a great host.
Cloud Communities Make it easier for brands to create relationships with customers.
Social Insights Enable marketers to create private spaces in social networks.
Creating Value for All Parties Consumers Publishers Marketers
Creating Value for Marketers and Publishers Social Media Services Profiles, Conversations and Connections. Increase visits, PV’s & engagement. Create Relationships Analytics, Word-of-mouth & Consumer-shaped communities. New Revenue Models Social Insights & Social Marketing Innovation