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Generating ROI with Ripple6 On Demand
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Generating ROI with Ripple6 On Demand

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Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow ...

Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow with our exclusive social marketing features. This webinar will explain how you can quickly deploy a social network and create new revenue. Ripple6 OnDemand delivers enterprise class, full featured, social network deployment in as little as 48 hours.

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  • Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow with our exclusive social marketing features. This webinar will explain how you can quickly deploy a social network and create new revenue. Ripple6 OnDemand delivers enterprise class, full featured, social network deployment in as little as 48 hours. 
  • 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 Report Member 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.  
  • Source: USC Annenberg School Center for the Digital Future, "The 2008 Digital Future Project-Year Seven" as cited by Marketing Charts, July 7, 2008
  • 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 daily Millenials 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.
  • George Herbert Leigh Mallory ( June 18 , 1886  – June 8 / June 9 , 1924 ) was an English mountaineer who took part in the first three British expeditions to Mount Everest in the early 1920s. On the third expedition, in June 1924, Mallory and his climbing partner Andrew Irvine both disappeared somewhere high on the North-East ridge during their attempt to make the first ascent of the world's highest mountain . The pair's last known sighting was only a few hundred metres from the summit. Mallory's ultimate fate was unknown for 75 years, until his body was finally discovered in 1999. Whether or not they reached the summit before they died remains a subject of speculation and continuing research. Mallory is famously quoted as having replied to the question "why do you want to climb Mt. Everest?" with the retort: "because it's there", which has been called "the most famous three words in mountaineering". [1] [2] Recently some questions have been raised regarding the authenticity of that quote, and whether Mallory had actually said it, with the likelihood that the quote was invented by a newspaper reporter. Today, it's getting a lot more crowded on Mount Everest. From 1953 through the 2001 climbing season, 1,493 people have reached the summit of Everest. While this may not seem like a large number, a closer look reveals a startling trend. Number of Summits by Decade 1950s 6 1960s 18 1970s 78 1980s 183 1990s 881 2000s 327 (2000 and 2001 only) In addition, these numbers must be mapped onto the short Everest climbing season which is generally a few weeks in May. The conclusion: it's getting crowded at the top of the world.
  • http://www.coneinc.com/content1182 In other words, your consumers want to talk to you on these sites, and they want to tell you what they think.
  • ***** Publishers have the audience. The simply need to activate it into a monetizable environments where users and marketers can willingly interact. ***** 1. The right way is speaking with them not at them. 2. Leveraging advocates (credibility/trust) and their networks (scale) 3. The right context. Shopping and circulars in a social network is the perfect context. B. Affinity based social nets are good for brand social marketing (different than the fb/ms networks) In affinity nets, people are sharing info and having conversations about that affinity.(Verticals)
  • ***** Publishers have the audience. The simply need to activate it into a monetizable environments where users and marketers can willingly interact. ***** 1. The right way is speaking with them not at them. 2. Leveraging advocates (credibility/trust) and their networks (scale) 3. The right context. Shopping and circulars in a social network is the perfect context. B. Affinity based social nets are good for brand social marketing (different than the fb/ms networks) In affinity nets, people are sharing info and having conversations about that affinity.(Verticals)
  • Let’s think about this as the place that it is. It sets a stage for marketers to actually engage in relevant social networks and for the audience to welcome them.
  • This is not about pages viewed; its about time spent. It’s about creating measurements that come in social metrics– not web metrics.
  • No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks. And advertising is not the only way for marketers to participate in social networks.” “ As the online industry matures and the value of online real estate is increasingly measured by time spent , rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”
  • Meredith created a new brand to connect home cooks worldwide Facebook Connect allows users to spread content beyond community walls MixingBowl, the magazine, now appears on newstands, reversing the publishing model and bring online activity offline to new audiences
  • Publishers. It’s what attracts advertisers. Higher quality = better monetization, more regular advertisers, The ability to do all of these. Marketers The greatest brands have relationships with their customers. They get established not because they position themselves with messaging, but because they reaffirm it in every interaction with customers. With all these voices… and all that talking going on… its hard to be heard. The the ability for the audience to reaffirm or reject your positioning is magnified.
  • Private Insights Groups Primary Research Ongoing discussions Listen and Engage Opportunistically Lots of conversations Lots of Social Data
  • Creates organic conversations around brands and builds advocates in an influential environment Scales across communities Does not cannibalize PV revenue 6-Multiple Package Options
  • “ Not just unique users, but how and why they’re unique.”
  • Took what could have simply been positioning and turned it into an insight generating experience about what moms really think and want.
  • Private Research Group used to identify advocates and gather opinions about a public brand community Advocates used to seed the public community and communicate directly with the brand, providing honest feedback Community fosters participation and ownership of the brand, creating trust
  • 1. Share of Voice (SOV). Brand Communities tend to capture SOV that’s consistent with or higher than many of the strongest parts of the community. This figure hovers in the area of 0.15% of the overall community’s page views. 2. Engagement (PV/Visit). We’ve seen PV/V average from 7-10 for Brand Communities within MomsLikeMe. These users are not just coming back to the site; they’re coming back to the Brand Community and diving deep into it. 3. Regular Visits. (Active Members per Week / Total Members) Each week, between 66% and 76% of the members who join a community come back. It’s not a community that they join a never return. 4. Active Discussions and Organic Posts (User Generated Content) Each week, the average brand community sees users creating and engaging in 16 to 33 Active Conversations.
  • Ripple6 OnDemand offers several templates, allowing a you to easily change look and feel to match your brand Patent-pending features and functions that optimize your community for growth Example: one community has doubled its size in less than 12 months to over 700,000 Unique visitors per month. Provide us your customization list and then launch your community within 24 hours.
  • Ripple6 OnDemand offers several templates, allowing a you to easily change look and feel to match your brand Patent-pending features and functions that optimize your community for growth Example: one community has doubled its size in less than 12 months to over 700,000 Unique visitors per month. Provide us your customization list and then launch your community within 24 hours.

Generating ROI with Ripple6 On Demand Generating ROI with Ripple6 On Demand Presentation Transcript

  • Generating ROI with Ripple6 OnDemand An incredibly powerful, surprisingly easy social networking solution Rich Ullman July 22, 2009 [email_address]
  • Agenda
    • Introduction
      • Who is Ripple6?
    • Data Points and Market Direction
    • The Backyard: Incredibly Powerful
    • Unlocking Value: The Audience
      • New Revenue Streams
      • Examples
    • Ripple6 OnDemand: Surprisingly Easy
    • Q&A
  • Ripple6
    • Founded 2006
    • Wholly-owned subsidiary of Gannett Co., Inc.
    • Social media software platform
    • Strategic innovation partner
    • Clients (sample list)
      • Procter & Gamble, Unilever, Benjamin Moore, Gannett, Meredith, Post Cereals, Sahara Media
    • Management team
      • Net Perceptions (Amazon), McKinsey, SPSS, Microsoft, About.com, Double-Click
  • Agenda
    • Introduction
      • Who is Ripple6?
    • Current and Future Landscape
      • The Backyard
    • Unlocking Audience Value
      • New Revenue Streams
      • Examples
    • Q&A
  • More Time on Social Nets; Less time on Ads Source: Nielsen Online; IDC. 3x faster Growth of time spent on social nets 1 out of 11 Minutes spent online 57% vs. 79% Share of users who clicked on ads
  • A Look at Online Community Members Visit Their Community at Least Once Per Week Age Under 20 91.5% Age Over 50 87.5% Source: e-Marketer’ USC Annenberg School Center for the Digital Future, "The 2008 Digital Future Project-Year Seven"
  • 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"
  • Why Do They Talk About it So Much?
  • George Mallory: Media Visionary b. 1886 d. 1924 “ Because it’s there.”
  • Do Users Want to Talk With Marketers? Yes. Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation 37% think companies should develop new ways for consumers to interact with their brand. 56% feel a stronger connection with and better served by companies whom they interact with in social media. 85% believe a company should be present and interact with consumers to solve problems and solicit feedback
  • Create Ways for Marketers to Participate “ No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks. And advertising is not the only way for marketers to participate in social networks.” December 2008
  • Create A Model That Will Work for Marketers “ As the online industry matures and the value of online real estate is increasingly measured by time spent , rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.” March 2009
  • Agenda
    • Introduction
      • Who is Ripple6?
    • Data Points and Market Direction
    • The Backyard: Incredibly Powerful
    • Unlocking Value: The Audience
      • New Revenue Streams
      • Examples
    • Ripple6 OnDemand: Surprisingly Easy
    • Q&A
  • The Backyard – A New Environment
      • Where Users Can :
      • Go regularly
      • Have rich profiles
      • Have trusted networks
      • Share information through those networks.
      • Where Publishers can :
      • Create Affinity Networks
      • Create the right context for Brands
      • Where Brands Can Participate and Talk with Your Audience
  • The Backyard – Transform Communication
    • Anonymous hits
    People, conversations, connections
  • The Backyard – Transform Your Opportunity People, conversations, connections Unlock the Value
      • Increase Engagement
      • Increase Audience Value
      • New Revenue Models
  • The Backyard – Transform Your Opportunity People, conversations, connections Unlock the Value
      • Increase Engagement
      • Increase Audience Value
      • New Revenue Models
    ““ No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks. And advertising is not the only way for marketers to participate in social networks.” December 2008 “ As the online industry matures and the value of online real estate is increasingly measured by time spent , rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”
  • Incredibly Powerful Backyard: Gannett
    • MomsLikeMe.com
    • Nationwide network of 80 local social networks
    • Content is local, timely personal, and relevant to users
    • Users create content, groups and discussions
  • Incredibly Powerful Backyard: Meredith
  • Agenda
    • Introduction
      • Who is Ripple6?
    • Data Points and Market Direction
    • The Backyard: Incredibly Powerful
    • Unlocking Value: The Audience
      • New Revenue Streams
      • Examples
    • Ripple6 OnDemand: Surprisingly Easy
    • Q&A
  • Audience is King!
    • Publishers
    • Your greatest asset is the audience
    • Content is a means to attract and reward the audience.
    • Yesterday, you were a content provider. Today, you’re a club.
    • Marketers
    • Your greatest success is relationships.
    • No longer is sending messages at people the only option
    • Positioning is much harder to control
  • New Model = New Tools & New Metrics ROI
  • Publisher Tools to Unlock Audience Value
      • Social Analytics
      • Public Communities
      • Private Insights
    Tools that complement current ad models and are built upon listening and engaging.
  • Ripple6 Social Insights™
    • Private Research communities using your audience.
      • Real communities with regular visitors
      • Deeper insights
    • Multiple levels of interaction
      • Discussion, Media, Calendar, Private Messages
    • Nimble research platform
    • Creates monthly revenue fees from communities.
  • Ripple6 Brand Communities™
    • Creates organic conversations around brands and builds advocates
    • Scales across communities
    • Does not cannibalize PV revenue
    • Multiple Package Options
      • 6-week
      • 3 month
      • 6 month
      • Annual
  • Ripple Analytics
    • Actionable insights that enable you to understand your community and demonstrate the value of your audience.
    How do people prefer to communicate? What do they find important or valuable? What kinds of relationships are forming?
  • Examples
  • Post Cereals: Social Insights
    • 4 week qualitative research study embedded in a social network.
      • 90+ moms / 70 topics
    • “ The platform allowed us to reach out to moms in a way that was convenient and comfortable for them. It created honest conversations and feedback about our brand which allowed for solid insights.”
    • Greg Lanides Brand Manager Grape Nuts
  • Benjamin Moore: Brand Community
    • Green Moms, a community focused on “thinking, living and buying green.”
    • 80 local communities
    • 400+ opt-in members in the first week
    • Conversations generated organically about the brand
    • Ongoing discussions and interactions with the brand, plus insights into the consumer.
  • Suave: Social Insights + Brand Community
    • Private Research Group
      • Discover brand advocates
      • Develop knowledge for strong brand community
    • Spread the word and develop awareness of salon quality products from Suave
    • Community fosters participation and ownership of the brand, creating trust
  • Success Metrics for Marketers Share of Voice Engagement Pages / Visit Active Members Regular Visits Active Discussions Organic UGC
  • Agenda
    • Introduction
      • Who is Ripple6?
    • Data Points and Market Direction
    • The Backyard: Incredibly Powerful
    • Unlocking Value: The Audience
      • New Revenue Streams
      • Examples
    • Ripple6 OnDemand: Surprisingly Easy
    • Q&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
      • Monetization
        • Social Insights
        • Brand Community
  • User Interface: Same Tools Simplified
    • Several templates, allowing a you to easily change look and feel to match your brand
    • Features and functions that optimize your community for growth
    • Provide a customization list and launch your community in as little as 24 hours.
  • Tools of Engagement: Comfort
    • Ripple6 OnDemand engages members with tools to make them comfortable.
    • Today’s Buzz features recent or editorially-chosen content
    • Ask/Answer encourages 1-to-1 interactions
  • Partial List of Community Features
  • Ripple6 OnDemand Options
    • SmartGroup technology
      • Connect Members based on your criteria
    • Single Sign On
    • Homepage customization
  • Powerful, East Demo
    • Schedule your demo: [email_address]
  • Q & A