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Combining the Power of Social Media with Online Advertising

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You will learn about solutions and technology that create meaningful and measurable connections in social networks and how to extend your brand positioning into social advertising. These solutions can ...

You will learn about solutions and technology that create meaningful and measurable connections in social networks and how to extend your brand positioning into social advertising. These solutions can help you create self-sustaining assets that scale and connect across the web. You’ll see how to invest in relationships with people who can return again and again – not just to engage with you, but with people who share passion for your brand.

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  • Things are changing very quickly. You need to adapt.Time spent on social network and blogging sites growing 3x faster than other activities. Increased by 18% in a year. 45 billion minutes total. One minute of every 11 spent online is spent in social networks, up from 1 in 15 in 2007. IDC survey (research firm): over half us consumers with internet are on social networking sites, but only 57% of those clicked on an ad in the last year, whereas 79% of overall web users did. IDC survey (research firm): over half us consumers with internet are on social networking sites, but only 57% of those clicked on an ad in the last year, whereas 79% of overall web users did. Nielsen ReportMember communities have overtaken personal email to become the world’s fourth most popular online use, after search, portals, and PC software apps. Accounts for 10% of all internet time. 67% of users do it, as compared with 61% last year.  Time spent on social network and blogging sites growing 3x faster than other activities. Increased by 18% in a year. 45 billion minutes total. One minute of every 11 spent online is spent in social networks, up from 1 in 15 in 2007.  Shift in ages to older users. Covers all demographic groups. 
  • More than half of online community members (54 percent) log into their community at least once a day, and 71 percent of members said their community is very important or extremely important to them. Fifty-six percent of members reported meeting their online counterparts in person. 55 percent -- say they feel as strongly about their online communities as they do about their real-world communities.
  • According to eMarketer….More than 25% of Millenials (14-25) discuss social networks daily or near dailyMillenials and Generation X (14-42) talked 3x more than their Boomer and Mature counterparts about topics such as social networks, websites, newspapers, books, ads, magazines, video games and virtual worlds.
  • 9 years ago:Yahoo was still king.No Facebook. No myspace. Not even Blogs.Yankees were about to win the World Series for the 3rd time.In a minute back to the last 9 months.-----
  • No debate, It started with Hotwired.Cutting edge use of the technology was a flat graphic, and a creative message.Volvo… safe in a way… but in hindsight prescient. Click the ad, you fill out a questionnaire that was MAILED to you. The goal? Establish a relationship.This was about creating connections.
  • And the cutting edge for creating connections meant you had to send them to your web site… which was essentially a brochure…
  • Fast forward to 2001. A lot of money was made and lost in between there… but the big advertising innovation that came to emerge was how to make those ads more creative than they were.For the user… it meant more interesting stuff… more creative.For the marketer… it meant a lot more: Measurement, analytics on more than just the click.=========
  • Indeed you can also connect THAT to your web site.
  • Fast forward to today….What about the past 9 years, and specifically, the past nine months that have been so ripe with change.
  • It’s driven by conversations on the web.The Web is no longer an information medium… it’s a communication medium.Information flows up and down with users… and more importantly… side to side between users.Users are more comfortable with that and they are looking for marketers to participate… so GO AHEAD… participate.
  • This is Wendy Clark.SVP, Integrated Marketing and Communications Capabilities, Coca-Cola.And last week she said this (among other things) during a speech to about 300 marketers in Chicago.There is no way to shut down the conversations that are happening. When you realize that, you can begin to leverage those conversations by participating in them.Now and in the future, Ad Managers will be more like Content Managers. They will focus on finding and connecting with those who are creating many of these messages. Some will be advocates and some will not. Regardless, they are important part of shaping YOUR message.You must go into the consumer’s backyard and participate with them.Curate content… co-create with users… engage and interact with all that is there.
  • Developing social strategy is about doing many, if not all of these things.
  • You can in inject into today’s standard ad unit…It’s not the ad unit that is new… its what you put there.Quickly create a starting point for a social positioning. We can empower your ability to take your positioning – SOCIALLY – anywhere on the Web with ads that are not pushing messages at people – they’re inviting people into the conversation.
  • This is what you have. As a marketer, you still need to communicate your positioning, and you most likely have a web site and a presence. It’s what you would have built 9 years ago, or even 9 months ago… but is likely not going to satisfy your needs in the new social world.What you build for the social web is something different.
  • Think of this new community site in the same way that you would have considered micro-sites. HOWEVER, this solution is Social --- it will allow you to engageScalable – can evolve again and again over timeConnected – it can be syndicated across the web.It’s an asset. The investment you make in getting it up and running will be an investment in relationships with people who can return again and again – not just to engage with you, but with people who share passion for your brand – or more likely the benefits your brand brings to their life.
  • And you don’t want this community to sit only in your backyard – you want it to sit in theirs. You want the ability to syndicate that conversation to other sites where they’ll find these people. You’ll want it to be available to them as easily as possible.
  • Many brand’s social strategy starts and ends with Facebook.With 300 million users, Facebook is undeniably a place that marketers should include in their experience, but not at the center.You’ll want it to include Facebook Connect and other features that connect you to these people and connect them to each other around your brand.
  • The fully integrated social position can be executed almost anywhere by executing social ads via Ripple6/Pointroll.

Combining the Power of Social Media with Online Advertising Combining the Power of Social Media with Online Advertising Presentation Transcript

  • Combining the Power of Social Media with Online Advertising
    The Ripple6 Social Networking Platform
    October 28, 2009
    Rich Ullmanrich@ripple6.com
  • Agenda
    Introduction
    Social Media Landscape
    Online Advertising
    Social Strategy
    Social Solutions -- The Social Hub
    Q&A
  • About Ripple6
    Founded 2006
    Social Media Software Platform
    Strategic Innovation Partner
    Financially Stable: A wholly-owned, independently operated subsidiary of Gannett Co., Inc.
    Notable Fortune 500 Partners:
    Procter & Gamble, Gannett, Meredith, General Mills, Unilever, Post Cereals
    Experienced Management Team:
    Net Perceptions (Amazon), McKinsey, SPSS, Microsoft, About.com, Double-Click
  • Social Media Landscape
  • Social Nets: More Time and Less Clicks
    People are spending more time on social nets
    People in social networks aren’t clicking on ads
    1 in 6 minutes
    57% vs. 79%
    And time spent continues to grow
    3x faster
    Source: Nielsen Online; IDC.
  • The Audience Returns; They are Engaged
    54% Log into their community at least once a day
    71% Say their community is very or extremely important to them
    56% Meet their online counterparts in person
    55% Feel as strongly about their online communities as they do about their real-world communities
    Source: e-Marketer; USC Annenberg School Center for the Digital Future, "The 2008
    Digital Future Project-Year Seven"
  • Comfortable Users Talk Daily.
  • Do Users Want to Talk to Marketers? 2009
    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
    Source: 2009 Cone Business in Social Media Study, conducted September 2009 by Opinion Research Corporation
  • Online Advertising
    A (Very) Brief Timeline
  • September 2009: Advertising Week
    #adweek
    “More change in ad business in last 9 months than in last 9 years.”
  • October 2009: This Week
    15th Anniversary of the first Web Advertising.
    1994
  • October 1994: How to Connect
    Click here… go to where?
    What kind of Volvo would you be interested in?
    Static GIF’s
    476x60 (pre-IAB)
    Click Through
  • Your Web Site
    Connections
    1994
    Static Banner Ads
    October 1994: State of the Art
  • “…consumers can interact with an ad just as rich and full-featured as a complete web site, without leaving the site and content they were already browsing.”
    RichMediaAds
    1994
    2001
    Static Banner Ads
    January 2001: Rich Media Emerges
  • January 2001: Rich Media Emerges
    We define rich media as the use (or combination) of video, voice, data, and other technologies…to create an otherwise unattainable user experience… It adds the dimensions of context and personalization to provide relevance that cannot be matched by other communications or broadcast media… we expect that rich media will significantly add to the user experience and, therefore, will be the Internet's next "killer app."
  • Your Web Site
    Connections
    Context
    Creativity
    Analytics & Insight
    RichMediaAds
    1994
    2001
    Static Banner Ads
    a
    January 2001: Rich Media Emerges
  • Today: Now What?
    “More change in ad business in last 9 months than in last 9 years.”
    ?
    1994
    2001
    Today
  • Today: Now What?
    ?
    1994
    2001
    Today
  • Social Strategies
  • 1. A Different Kind of Creativity
    “… invite her to contribute her own thoughts.”
    “… there has to be a way to make your message less like advertising and more like content.”
  • 2. It’s About Collaboration
    “Mastering the art of the continuous campaign.”
    Marketer of the Year
  • 3. “Engaged Communities Matter”
    “We must let the conversations take place.”
    “Advertising was 2008. 2009 and beyond is about Communities and Connections.”
    “If you build it…”
    “Curate…”
  • What Now?
    Conversations
    Connections
    Curators of Content
    Well-Connected
    Collaborative
    Self-sustaining
    Asset Creating
    Word of mouth inspiring
    Insight-generating
    SocialStrategy
  • Ripple6 Solution(s)
  • Advertising that is Social
    300x250 IAB unit
  • Rich Media Ads that extend relationships
  • Rich Media Ads that extend conversations
  • Rich Media Ads that extend connections
  • Connected to You Web site
    Your Web Site
    a
  • Ripple6 OnDemand: A Social Hub
    Your Web Site
    a
  • What is Ripple6 OnDemand?
    Quickly integrates community function to your current site
    Full functions of Ripple6 platform
    Engagement
    All community tools
    Audience Value
    Ripple Analytics
    Social Insights
    Brand Community
    Low cost; Launches quickly
  • Syndicate to Affinity-based Communities
    Your Web Site
    a
  • Ripple6 Brand Communities
    They resonate
    Users Return 75% of the time
    Users engage and stay longer
    High page views per visitor
    Users have a voice and choose to provide content
    Purchase intent and product usage increases
  • Utilize Facebook Connect
    Your Web Site
    a
  • Your Social Position Can Be Everywhere
    Your Web Site
    a
    a
  • In Conclusion
    Change is Happening Fast
    Position Yourself Socially - Curate Content
    Make Your Advertising Social
    It Must Scale Across the Web
    It Should Inspire Word of Mouth
    It Should Provide Insights
  • Q & A
    marketing@ripple6.com
  • Combining the Power of Social Media with Online Advertising
    October 28, 2009