Combining the Power of Social Media with Online Advertising

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

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

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

http://crublogging.com	18
http://www.webjam.com	2
http://www.slideshare.net	2
http://www.lmodules.com	1

Combining the Power of Social Media with Online Advertising

by Ripple6, Inc. on Oct 28, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 23

Statistics

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