How To Put Your Brand Into Social Networks

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Learn how you can use social networks to engage your audience and build valuable relationships with them. Find out how you can use the tactics that top marketers are using to successfully engage consumers in social networks. Ripple6 shares some of the secrets we’ve learned from working with P&G, Unilever, Walgreen’s, General Mills and many others. Learn what you can do to quickly engage consumers and become a valuable and welcome member of the online social network.

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  • Employing social networking technology to increase interest, increase engagement, and leverage the power of social networking.
  • I’ll give you 5 reasons why…
  • 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: “The Impact of Social Media on Purchasing Behavior” DEI worldwide, OTX Research; The Society for word of Mouth
  • 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.
  • 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)
  • How do you avoid “I don’t want to be your friend?” By having a great plan and executing it.
  • Every brand has Brand Advocates- It’s not just Harley Davidson and Apple iPods. Do you know a friend who’s passionate about a pasta brand or mouthwash? Loyalty marketing is what Forrester says is strong in recessionary times. Viral Marketing is the most effective because people trust one another more.
  • Many users are active across multiple networks An effective advocate who is active across multiple networks multiplies your WOM effect.
  • Creates organic conversations around brands and builds advocates in an influential environment Scales across communities Does not cannibalize PV revenue 6-Multiple Package Options
  • Social Analytics which enhances and compliments web analytics.
  • Employing social networking technology to increase interest, increase engagement, and leverage the power of social networking.
  • How To Put Your Brand Into Social Networks

    1. 1. How to Put Your Brand into Social Networks Successfully avoiding “I don’t want to be a friend of your brand.” Presented by Chris Kieff August 12th, 2009 [email_address]
    2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Why Put Brands into Social Networks? </li></ul><ul><li>Avoiding “I Don’t Want to be Your Friend” </li></ul><ul><li>Engagement Opportunities in Social Networks </li></ul><ul><li>Q&A </li></ul>
    3. 3. Ripple6 <ul><li>Founded 2006 </li></ul><ul><li>Wholly-owned subsidiary of Gannett Co., Inc. </li></ul><ul><li>Social media software platform (Software As A Service) </li></ul><ul><li>Strategic innovation partner </li></ul><ul><li>Clients (sample list) </li></ul><ul><ul><li>Procter & Gamble, Unilever, Benjamin Moore, Gannett, Meredith, Post Cereals, Sahara Media </li></ul></ul><ul><li>Management team </li></ul><ul><ul><li>Net Perceptions (Amazon), McKinsey, SPSS, Microsoft, About.com, Double-Click </li></ul></ul>
    4. 4. Agenda <ul><li>Introduction </li></ul><ul><li>Why Put Brands into Social Networks? </li></ul><ul><li>Avoiding “I Don’t Want to be Your Friend” </li></ul><ul><li>Engagement Opportunities in Social Networks </li></ul><ul><li>Q&A </li></ul>
    5. 5. 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: 57% on Social Networks 79% on web general
    6. 6. Social Networks Influence Purchase Decisions Source: “The Impact of Social Media on Purchasing Behavior” DEI worldwide, OTX Research; The Society for word of Mouth Shoppers look to social networks for information that guides their purchase decisions.
    7. 7. People Want to Talk with Marketers 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
    8. 8. Experts Recommend Shifting Budgets <ul><li>Shift dollars from acquisition to retention. </li></ul><ul><li>Increase up-selling and cross-selling. </li></ul><ul><li>Shift media budget to the end of the funnel. </li></ul><ul><li>Measure results. </li></ul>Source: Forrester Report on Recession Marketing Dec, 9, 2008
    9. 9. To Be Where your Customers Are “ 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
    10. 10. Agenda <ul><li>Introduction </li></ul><ul><li>Why Put Brands into Social Networks? </li></ul><ul><li>Avoiding “I Don’t Want to be Your Friend” </li></ul><ul><li>Engagement Opportunities in Social Networks </li></ul><ul><li>Q&A </li></ul>
    11. 11. Set Goals for Your Brand <ul><li>Activate Brand Advocates </li></ul><ul><ul><li>Find and connect with your Brand Advocates </li></ul></ul><ul><li>Create Brand Loyalty </li></ul><ul><ul><li>Building relationships with your customers to create brand loyalty </li></ul></ul><ul><li>Word of Mouth & Viral Marketing </li></ul><ul><ul><li>Get them to talk about your brand in the community… and beyond. </li></ul></ul>
    12. 12. 1. Activating Brand Advocates <ul><li>FIND - Identify advocates and customers via analytics, searching and participating in the communities. </li></ul><ul><li>CONVERT - Create conversations with them and ask them for advice and opinions. </li></ul><ul><li>RELEASE - Challenge them with contests and incentives to spread the word. </li></ul>
    13. 13. 2. Creating Brand Loyalty <ul><li>BUILD - relationships with your customers. </li></ul><ul><ul><li>Have extended conversations over longer time periods </li></ul></ul><ul><li>JOIN - Create a sense of membership. </li></ul><ul><ul><li>Provide “behind the scenes” reports and info, or sneak peeks at new products and promotions. </li></ul></ul><ul><li>REINFORCE -Join the conversation and participate, let them get to you know you. </li></ul><ul><ul><li>When your expertise can add to the discourse. </li></ul></ul>
    14. 14. 3. WOM & Viral Marketing <ul><li>BOOST - User to User Conversations and promotion of your products </li></ul><ul><ul><li>Recognition, pass along coupons, contests, rewards… </li></ul></ul><ul><li>SCALE - Encourage your users to carry the conversations beyond the current venue. </li></ul><ul><ul><li>Connect with your users in multiple affinity networks. </li></ul></ul><ul><li>Leverage- to continue the spread of WOM and create new advocates. </li></ul>
    15. 15. Agenda <ul><li>Introduction </li></ul><ul><li>Planning Social Media Engagement </li></ul><ul><li>Avoiding “I Don’t Want to be Your Friend” </li></ul><ul><li>Engagement Opportunities in Social Networks </li></ul><ul><li>Q&A </li></ul>
    16. 16. Challenges of Engagement <ul><li>Labor Intensive. </li></ul><ul><li>Managing Multiple Contact Points. </li></ul><ul><li>Splintered Conversations. </li></ul><ul><li>Repetitive Issues. </li></ul><ul><li>Uncoordinated Analytics. </li></ul>
    17. 17. Engagement Opportunities: Brand Communities™ Suave.com MomsLikeMe.com 81 sites MomJunction.com <ul><li>A single group which exists across multiple independent social networks. </li></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Friendship </li></ul></ul><ul><ul><li>Community </li></ul></ul>
    18. 18. Engagement Opportunities: Brand Communities™ <ul><li>A Brand sponsored group in existing social networks </li></ul><ul><li>Single point of control </li></ul><ul><ul><li>Reduces Labor </li></ul></ul><ul><ul><li>Single point of contact </li></ul></ul><ul><ul><li>Consolidates conversations </li></ul></ul><ul><ul><li>Reduces repetitive conversations </li></ul></ul><ul><ul><li>Integrated Analytics </li></ul></ul>
    19. 19. Engagement Opportunities: Social Insights™ <ul><li>Private research group within a community. </li></ul><ul><ul><li>Used by a brand to learn more about consumer needs. </li></ul></ul><ul><li>Often used to “test the waters” before launching Brand or Affinity Communities. </li></ul><ul><li>Engages visitors directly with the brand. </li></ul><ul><li>Creates brand advocates </li></ul>
    20. 20. Engagement Opportunities: Ripple Analytics <ul><li>Social Analytics </li></ul><ul><li>Identify influencers </li></ul><ul><li>Recognize Trends </li></ul><ul><li>Gain Insights </li></ul><ul><li>Measure Effectiveness </li></ul>
    21. 21. Q & A
    22. 22. How to Put Your Brand into Social Networks Successfully avoiding “I don’t want to be a friend of your brand.” August 12th, 2009 [email_address]

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