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]

Agenda Introduction Why Put Brands into Social Networks? Avoiding “I Don’t Want to be Your Friend” Engagement Opportunities in Social Networks Q&A

Introduction

Why Put Brands into Social Networks?

Avoiding “I Don’t Want to be Your Friend”

Engagement Opportunities in Social Networks

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

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 Why Put Brands into Social Networks? Avoiding “I Don’t Want to be Your Friend” Engagement Opportunities in Social Networks Q&A

Introduction

Why Put Brands into Social Networks?

Avoiding “I Don’t Want to be Your Friend”

Engagement Opportunities in Social Networks

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: 57% on Social Networks 79% on web general

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.

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

Experts Recommend Shifting Budgets Shift dollars from acquisition to retention. Increase up-selling and cross-selling. Shift media budget to the end of the funnel. Measure results. Source: Forrester Report on Recession Marketing Dec, 9, 2008

Shift dollars from acquisition to retention.

Increase up-selling and cross-selling.

Shift media budget to the end of the funnel.

Measure results.

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

Agenda Introduction Why Put Brands into Social Networks? Avoiding “I Don’t Want to be Your Friend” Engagement Opportunities in Social Networks Q&A

Introduction

Why Put Brands into Social Networks?

Avoiding “I Don’t Want to be Your Friend”

Engagement Opportunities in Social Networks

Q&A

Set Goals for Your Brand Activate Brand Advocates Find and connect with your Brand Advocates Create Brand Loyalty Building relationships with your customers to create brand loyalty Word of Mouth & Viral Marketing Get them to talk about your brand in the community… and beyond.

Activate Brand Advocates

Find and connect with your Brand Advocates

Create Brand Loyalty

Building relationships with your customers to create brand loyalty

Word of Mouth & Viral Marketing

Get them to talk about your brand in the community… and beyond.

1. Activating Brand Advocates FIND - Identify advocates and customers via analytics, searching and participating in the communities. CONVERT - Create conversations with them and ask them for advice and opinions. RELEASE - Challenge them with contests and incentives to spread the word.

FIND - Identify advocates and customers via analytics, searching and participating in the communities.

CONVERT - Create conversations with them and ask them for advice and opinions.

RELEASE - Challenge them with contests and incentives to spread the word.

2. Creating Brand Loyalty BUILD - relationships with your customers. Have extended conversations over longer time periods JOIN - Create a sense of membership. Provide “behind the scenes” reports and info, or sneak peeks at new products and promotions. REINFORCE -Join the conversation and participate, let them get to you know you. When your expertise can add to the discourse.

BUILD - relationships with your customers.

Have extended conversations over longer time periods

JOIN - Create a sense of membership.

Provide “behind the scenes” reports and info, or sneak peeks at new products and promotions.

REINFORCE -Join the conversation and participate, let them get to you know you.

When your expertise can add to the discourse.

3. WOM & Viral Marketing BOOST - User to User Conversations and promotion of your products Recognition, pass along coupons, contests, rewards… SCALE - Encourage your users to carry the conversations beyond the current venue. Connect with your users in multiple affinity networks. Leverage- to continue the spread of WOM and create new advocates.

BOOST - User to User Conversations and promotion of your products

Recognition, pass along coupons, contests, rewards…

SCALE - Encourage your users to carry the conversations beyond the current venue.

Connect with your users in multiple affinity networks.

Leverage- to continue the spread of WOM and create new advocates.

Agenda Introduction Planning Social Media Engagement Avoiding “I Don’t Want to be Your Friend” Engagement Opportunities in Social Networks Q&A

Introduction

Planning Social Media Engagement

Avoiding “I Don’t Want to be Your Friend”

Engagement Opportunities in Social Networks

Q&A

Challenges of Engagement Labor Intensive. Managing Multiple Contact Points. Splintered Conversations. Repetitive Issues. Uncoordinated Analytics.

Labor Intensive.

Managing Multiple Contact Points.

Splintered Conversations.

Repetitive Issues.

Uncoordinated Analytics.

Engagement Opportunities: Brand Communities™ Suave.com MomsLikeMe.com 81 sites MomJunction.com A single group which exists across multiple independent social networks. Conversations Engagement Friendship Community

A single group which exists across multiple independent social networks.

Conversations

Engagement

Friendship

Community

Engagement Opportunities: Brand Communities™ A Brand sponsored group in existing social networks Single point of control Reduces Labor Single point of contact Consolidates conversations Reduces repetitive conversations Integrated Analytics

A Brand sponsored group in existing social networks

Single point of control

Reduces Labor

Single point of contact

Consolidates conversations

Reduces repetitive conversations

Integrated Analytics

Engagement Opportunities: Social Insights™ Private research group within a community. Used by a brand to learn more about consumer needs. Often used to “test the waters” before launching Brand or Affinity Communities. Engages visitors directly with the brand. Creates brand advocates

Private research group within a community.

Used by a brand to learn more about consumer needs.

Often used to “test the waters” before launching Brand or Affinity Communities.

Engages visitors directly with the brand.

Creates brand advocates

Engagement Opportunities: Ripple Analytics Social Analytics Identify influencers Recognize Trends Gain Insights Measure Effectiveness

Social Analytics

Identify influencers

Recognize Trends

Gain Insights

Measure Effectiveness

Q & A

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]