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Are You in Need of A Comprehensive Social Media Strategy?
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Are You in Need of A Comprehensive Social Media Strategy?

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Marketers must find ways to manage, improve, and scale their social media strategy beyond Facebook and Twitter. Engaging with customers through social networks is becoming a vital part in any ...

Marketers must find ways to manage, improve, and scale their social media strategy beyond Facebook and Twitter. Engaging with customers through social networks is becoming a vital part in any companies’ brand marketing strategy, but there are high demands of time and resources, plus difficulties measuring return on investment. In this session, you’ll learn how to create a Social Hub, around which you can better control your efforts. We’ll discuss ways to improve efficiencies in your social marketing and provide answers to numerous questions, including how to scale your social media strategy across the Internet; manage multiple social marketing efforts; and put user generated content to work for you, by building and leveraging advocates.

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Are You in Need of A Comprehensive Social Media Strategy? Presentation Transcript

  • 1. The Social Hub: A Comprehensive Social Media Strategy
    January 20, 2010
    Rich Ullman Kailei Richardson
    rich@ripple6.com kailei@ripple6.com
  • 2. Agenda
    Introduction
    Why Should Brands Care?
    What to Do?
    Elements of a Comprehensive Social Strategy
    How It Works
    The Social Hub
    Q&A
  • 3. Who is Ripple6?
    Founded 2006
    A wholly-owned, independently operated subsidiary of Gannett. Co., Inc. (as of 11/2008)
    Sister Companies – Point Roll, ShopLocal, USA Today, HSSports.net, BNQT
    Social Platform; Strategic Innovation Partner
    Partners include Procter & Gamble, Gannett , Meredith, Unilever
  • 4. Why Should Brands Care About Social?
    Size Doesn’t Matter
    “I would argue social networks and digital media are scale at play…”
    The Consumer is Boss.
    “… learning… listening… observing… living with them.
    Image Source: The Financial Times; Good2work.com
  • 5. What Are Consumers Saying About Social?
    89%believe a company should be present and interact with consumers to solve problems and solicit feedback
    72% feel a stronger connection with and better served by companies whom they interact with in social media
    74%have a more positive image of a brand having a presence in new media
    Source: 2009 Cone Consumer New Media Study
  • 6. What Are Consumers Doing About Social?
    1 of every 6 minutes spent online in social networks
    Time spent in social nets growing 3x faster than any other segment
    69% of social network users have said something about a company or brand
    Source: Nielsen Online; August 2009. Anderson Analytics / eMarketer: July 2009
  • 7. Forrester: The Trillion Dollar Marketplace
    Half of all retail sales to be influenced by the Internet
    *Forrester Research, US Online Retail Forecast
  • 8. The Children of Cyberspace
    “People two, three or four years apart are having completely different experiences with technology. College students scratch their heads at what their high school siblings are doing, and they scratch their heads at their younger siblings. It has sped up generational differences.”
    Lee RainieDirector of the Pew Internet Project
    http://www.nytimes.com/2010/01/10/weekinreview/10stone.html
  • 9. What will be their expectations?
    January 19, 2010
    Source: Business Insider, Silicon Alley Insider
  • 10. CMO Survey: 81% Use for Brand Awareness
    Source: Christina Moorman, Duke University: The CMO Survey
  • 11. Tactics Abound
  • 12. #1 Barrier: Where to Begin
    Source: 2009 Marketing Industry Trends Report
    July 26, 2009 by Equation Research
  • 13. “The 7 C’s of Social Marketing”What Do I Do?
    Chris Andrew
    Rich Ullman
  • 14. Welcome to Tomorrow.
    Campaigns
    Collaboration
    Clicks
    Conversations
    Community
    Creativity
    Connected
  • 15. “Campaigns” in Social:
    vs
  • 16. Campaigns are Dead.
    “Mastering the art of the continuous campaign.”
  • 17. Collaboration Wins.
    “I’d like to teach the world to sing?”
  • 18. Clicks? No.
    “Measurement?Yes!!!
    http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html
  • 19. Conversations Can Go Deep.
    • 4 week qualitative study
    • 20. Embedded in a social network.
    • 21. 94 moms
    • 22. 70 topics
  • Be a Curator of Conversations
    20
  • 23. Communities take it personally.
    Curate stories.
    Provide support.
  • 24. Creativity looks like content.
    Easy Entertaining
    vs. Coffee Machine.
    “I just looked into this more, and wow wow wow- it's more than just a coffee machine - oo la la!”
  • 25. 23
    Creativity-sometimes KISS
  • 26. Connect It.
    Text
    Your Site
    Affinity Social Networks
    The Web
    Pure Play Social Nets
    You and Your Strategy
  • 27. Connect It.
    Create Scale
    Engage in Their Backyard
    Leverage Consumer Dialogue
    Building Continuous Campaigns
  • 28. The Social Hub
    Creating and Deploying
    a Comprehensive Social Marketing Strategy
  • 29. A Comprehensive Social Marketing Strategy
  • 30. A Comprehensive Social Marketing Strategy
  • 31. A Comprehensive Social Marketing Strategy
  • 32. A Comprehensive Social Marketing Strategy
  • 33. The Social Hub Brings Everything Together
  • 34. How it Works
  • 35. The Social Hub
    Platform
    Analytics
    Core
    Community
    Insights
    • Full featured rich platform designed for engagement
    • 36. Robust social analytics
    • 37. Core connected community
    • 38. Deep social insights
  • Example: Social Hub
  • 39. The Social Hub can be Embedded into Affinity Social Networks
    • Product: Brand Communities
    • 40. Where consumers actively seek opinions about products
    • 41. Filled with “trusted” people with like interests
    • 42. A place to “cultivate” your community
    Ripple6 Partner Sites
  • 43. Example: Brand Community on MomsLikeMe.com
  • 44. It Easily Connects to Your Site
    • This “best in class” community can be connected to your site
    • 45. Instantly makes your home site social
    • 46. Easy to implement througha simple widget
  • Example
    LUVs Great Starts Babies & Toddlers
    What makes your baby laugh?
    By Mom123
    ---------------------------------
    Do you post videos of your child on YouTube?
    By SarahSmile
    ---------------------------------
    First visit to dentist?
    By CherishedMom
    ---------------------------------
  • 47. Integrate with Pure Play Social Networks
    Luvs Community
    • Bridge conversations between your community and pure-play social networks:
    • 48. Facebook Connect
    • 49. Facebook Fan Page Widget
    • 50. Facebook App
    • 51. Twitter Widget
    • 52. Brings conversations from affinity sites to your Facebook Fan Page
  • Example: Facebook App
    Luvs Community
  • 53. Embedded in Your Online Advertising
    • The incubated conversations can now be plugged into Social Ads
    • 54. Brings the community wherever your consumers are
    • 55. Integrates the content and consumers in your community into a media buying plan
  • Example: Luvs Social Ad
  • 56. The Social Hub Brings Everything Together
    Luvs Community
  • 57. Social Hub Benefits
    Scalable
    Connected
    Comprehensive
    Asset
  • 58. Summary
    Consumers and Scale
    Your Presence is Requested
    Rapidly Changing Expectations
    The Seven C’s
    Positioning Centered on You
  • 59. Questions?
    marketing@ripple6.com
  • 60. The Social Hub: A Comprehensive Social Media Strategy
    January 20, 2010
    Rich Ullman Kailei Richardson
    rich@ripple6.com kailei@ripple6.com