Search

Combining the Power of Social Media with Online Advertising

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    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.

    2 Favorites

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

    1. Combining the Power of Social Media with Online Advertising
      The Ripple6 Social Networking Platform
      October 28, 2009
      Rich Ullmanrich@ripple6.com
    2. Agenda
      Introduction
      Social Media Landscape
      Online Advertising
      Social Strategy
      Social Solutions -- The Social Hub
      Q&A
    3. 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
    4. Social Media Landscape
    5. 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.
    6. 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"
    7. Comfortable Users Talk Daily.
    8. 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
    9. Online Advertising
      A (Very) Brief Timeline
    10. September 2009: Advertising Week
      #adweek
      “More change in ad business in last 9 months than in last 9 years.”
    11. October 2009: This Week
      15th Anniversary of the first Web Advertising.
      1994
    12. 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
    13. Your Web Site
      Connections
      1994
      Static Banner Ads
      October 1994: State of the Art
    14. “…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
    15. 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."
    16. Your Web Site
      Connections
      Context
      Creativity
      Analytics & Insight
      RichMediaAds
      1994
      2001
      Static Banner Ads
      a
      January 2001: Rich Media Emerges
    17. Today: Now What?
      “More change in ad business in last 9 months than in last 9 years.”
      ?
      1994
      2001
      Today
    18. Today: Now What?
      ?
      1994
      2001
      Today
    19. Social Strategies
    20. 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.”
    21. 2. It’s About Collaboration
      “Mastering the art of the continuous campaign.”
      Marketer of the Year
    22. 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…”
    23. What Now?
      Conversations
      Connections
      Curators of Content
      Well-Connected
      Collaborative
      Self-sustaining
      Asset Creating
      Word of mouth inspiring
      Insight-generating
      SocialStrategy
    24. Ripple6 Solution(s)
    25. Advertising that is Social
      300x250 IAB unit
    26. Rich Media Ads that extend relationships
    27. Rich Media Ads that extend conversations
    28. Rich Media Ads that extend connections
    29. Connected to You Web site
      Your Web Site
      a
    30. Ripple6 OnDemand: A Social Hub
      Your Web Site
      a
    31. 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
    32. Syndicate to Affinity-based Communities
      Your Web Site
      a
    33. 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
    34. Utilize Facebook Connect
      Your Web Site
      a
    35. Your Social Position Can Be Everywhere
      Your Web Site
      a
      a
    36. 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
    37. Q & A
      marketing@ripple6.com
    38. Combining the Power of Social Media with Online Advertising
      October 28, 2009

    + Ripple6, Inc.Ripple6, Inc., 1 month ago

    custom

    222 views, 2 favs, 2 embeds more stats

    You will learn about solutions and technology that more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 222
      • 212 on SlideShare
      • 10 from embeds
    • Comments 0
    • Favorites 2
    • Downloads 0
    Most viewed embeds
    • 9 views on http://crublogging.com
    • 1 views on http://www.webjam.com

    more

    All embeds
    • 9 views on http://crublogging.com
    • 1 views on http://www.webjam.com

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories

    Tags

    -->
    Search
    RSS Feed
    What's new?

    © 2009 SlideShare Inc. All Rights Reserved