How Conversations Between Your Customers Improve Your Business

How Conversations Between Your Customers Improve Your Business
Why you should put a big comfy couch on your web site.
August 5th, 2009
marketing@ripple6.com

Agenda
Introduction
Why Conversations are Beneficial
Enabling & Enhancing Conversations
Understanding the Conversations
Q&A

Ripple6
Founded 2006
Wholly-owned subsidiary of Gannett Co., Inc.
Social media software platform (Software As A Service)
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
Q&A

We Like to Talk to Other People
TechCrunch: 08/05/09
Twitter Reaches 44.5 Million People Worldwide In June (comScore)
Facebook Is Now the Fourth Largest Site In The World
Source: TechCrunch 08/05/09
71% Say their online 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
54% Visit their online community at least once a day
Source: e-Marketer; USC Annenberg School Center for the Digital Future, "The 2008
Digital Future Project-Year Seven"

We Trust One Another
Personal recommendations from friends/ family
Recommendations from professionals
Email from friend or colleague
Instant Message from friend or colleague
SOURCE: Universal McCann- When did we start trusting strangers? Report September 2008

We Turn to Each Other for Advice
Shoppers look to social media for information that drives their purchase decision.
Source: “The Impact of Social Media on Purchasing Behavior” DEI worldwide, OTX Research; The Society for word of Mouth

Actions Speak Louder Than Words
Social media recommendations led to purchases for 49% of US consumers in June 2008

Agenda
Introduction
Q&A

Community is a Place to Hang Out

Comfortable
Timelessness
Trusted

Tools forEngagement: Today’s Buzz
Ripple6 Platform engages members with tools to make them comfortable.
Today’s Buzz features recent or editorially-chosen content to generate interest and engagement.

Tools for Engagement: Ask / Answer

Easy to participate
Relevant and targeted
Makes users comfortable

Tools for Engagement: Smart Groups
Ripple Technology identifies meaningful relationships, both when they’re present and when they’re developing through ongoing member dialogue.
Leveraging profile data, Members are invited to join groups where they can interact with the people who are most relevant to them.
BBQ Grilling
Local Moms
Extreme Skiers
Book Clubs

Tools for Engagement: Brand Communities™
Brand sponsored group in a social network
Creates organic conversations and builds advocates around brands
Conversational Marketing
Engages brands and consumers in a two way dialog

Tools for Engagement*
Abuse Management
Ask/ Answer
Blogs
Brand Communities
Custom Profile Questions
Discussions
Email Notifications
Facebook Connect
Friends
Groups
Homepage
Invitations
My Stuff
Photos
Plaxo Integration
Private Messaging
Profile
Photo Browsing
Profile Wall
Ratings
Recommendations
RSS
Search
Smart Groups
Subscriptions
Tags
Today’s Buzz
Viral Sharing
*Partial List of the Ripple6 Platform Features

Agenda
Introduction
Q&A

Ripple Analytics
Social Media Analytics- Actionable insights that enable you to understand what people are talking about.
What kinds of relationships are forming?
How do people prefer to communicate?
What do they find important or valuable?

Web Analytics vs. Social Analytics
Web Analytics
Programs like:
Google Analytics
Web Trends
Omniture
Insights into:
Visitor metrics
Engagement
Page views
Referral source
Ad effectiveness
Social Analytics
Insights into:
Influential Members
Content Value
Content Lifespan
Member Engagement Metrics
Communication Preferences

View statistics about your community such as:
Popular Groups
Top Keywords
Content Trends
Member Trends
Site Demographics

Quickly Identify Influencers and Advocates
They are early adopters
They have a trusted voice in the community
Listen to them to understand where the community is heading.

Ripple6 Social Insights™
Private research group within a community. Usually used by a brand to learn more about consumer needs.
Engages visitors directly with the brand.
Creates brand advocates

Key Take Away Points
Your audience wants to converse with each other, and with you.
Ripple6 provides a robust solution with features that foster conversations.
Ripple6’s new Ripple6 OnDemand solution offers an inexpensive way to get started quickly and easily.
Contact marketing@ripple6.com today.

Q & A

Next Week’s Webinar
How to Effectively Put Your Brand Into Social Networks
Successfully avoiding “I don’t want to be a friend of your Brand”
August 12, 2009
marketing@ripple6.com