Ripple6 15-minute Spotlight Presentation

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Presentation given at ARF re:think 09 about Ripple6's Social Insights and how to best engage consumers in their natural online environments

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Ripple6 15-minute Spotlight Presentation

  1. 1. Listening and Engaging with Consumers in Social Networks Rich Ullman March 30-31, 2009 rich@ripple6.com
  2. 2. Who is Ripple6? • Founded 2006. A wholly- owned subsidiary of Gannett Co., Inc. (11/2008) • Social Media Software • Strategic Innovation Partner • Partners include – Procter & Gamble – Gannett – Meredith – Unilever
  3. 3. Ripple6 puts brands in existing communities Go to where customers People want to talk with live and integrate your your brands, but they don’t want to be talked at. brand in their social They’re oblivious to network for marketing and ‘traditional’ ads. insights.
  4. 4. How Is This Relevant to Listening?
  5. 5. Four Modes of Brand-Consumer Interaction
  6. 6. 1. No Interaction Consumers Listening No Interaction Brands Listening
  7. 7. 2. Listening Consumers Talking Listening Brands Listening Listening Blog rolls Feeds Content Analysis Brand Monitoring
  8. 8. 3. Broadcasting Brands Talking Broadcasting Consumers Listening Broadcasting Your Website Corporate Blog Advertisements Social Media Presence
  9. 9. 4. Conversation Consumers Listening Consumers Talking Conversation Brands Talking Brands Listening Conversation Online Communities Social Networks Feedback Forums Focus Groups Brand Blog or Twitter
  10. 10. How Do I Do That?
  11. 11. Guess Who.
  12. 12. Heather McNamara
  13. 13. “She wasn’t just a patient… It was about Heather…”
  14. 14. #7 Understand that People are People Tip #7 Understand that People Are People.
  15. 15. Where are we now?
  16. 16. Michael Jackson’s Backyard
  17. 17. That’s Not a Backyard.
  18. 18. #5 Pay Attention to the Creepiness Factor Tip #9 Engage People In Their Backyard.
  19. 19. The audience wants to talk with you. “I have no problem being notified by email, but I think it would be best to reach all members on the Home Page it is the first place I go when online!”
  20. 20. How Do I Do That? Part II
  21. 21. Grape nuts
  22. 22. MomsLikeMe • 80 local social networks • 1 million+ moms • Where they’re comfortable
  23. 23. Social Insights
  24. 24. Deeply Targeted • Recruitment – Very specific niches • 40+ • Half the shopping • Healthy Cereal 3x/Week • Not Grape Nuts • Willing to consider
  25. 25. Flexible • Fast • Nimble • Adaptive – Private today – Public tomorrow?
  26. 26. The audience will participate.
  27. 27. Many ongoing conversations… Sunday 6 pm: 16 active conversations -11 on topic - 5 off topic -10 started by moderator - 6 started by members - Between 3 and 124 replies - Average replies: 22
  28. 28. …means lots of insights (& data)
  29. 29. Summary • Listening is Half a Conversation. • People Want Brands to Talk with Them • Backyard is Better
  30. 30. Thank you.

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