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Listening and Engaging
with Consumers in Social Networks




             Rich Ullman
          March 30-31, 2009
        ...
Who is Ripple6?

• Founded 2006. A wholly-
  owned subsidiary of Gannett
  Co., Inc. (11/2008)

• Social Media Software
• ...
Ripple6 puts brands in existing communities

  Go to where customers       People want to talk with
   live and integrate ...
How Is This Relevant to Listening?
Four Modes of Brand-Consumer Interaction
1. No Interaction



                 Consumers Listening
No Interaction
                  Brands Listening
2. Listening



                           Consumers Talking
               Listening
                            Brands L...
3. Broadcasting



                                  Brands Talking
              Broadcasting
                           ...
4. Conversation



 Consumers Listening       Consumers Talking
                                               Conversatio...
How Do I Do That?
Guess Who.
Heather McNamara
“She wasn’t just a patient…
  It was about Heather…”
#7 Understand that People are People

                Tip #7

          Understand
              that
       People Are Pe...
Where are we now?
Michael Jackson’s Backyard
That’s Not a Backyard.
#5 Pay Attention to the Creepiness Factor

                 Tip #9

          Engage People
                 In
          ...
The audience wants to talk with you.



              “I have no problem being notified
               by email, but I thi...
How Do I Do That?

      Part II
Grape nuts
MomsLikeMe


• 80 local social
  networks

• 1 million+ moms

• Where they’re
  comfortable
Social Insights
Deeply Targeted

• Recruitment
  – Very specific niches
     •   40+
     •   Half the shopping
     •   Healthy Cereal 3x...
Flexible

• Fast
• Nimble
• Adaptive
  – Private today
  – Public tomorrow?
The audience will participate.
Many ongoing conversations…

                     Sunday 6 pm:

                     16 active conversations
             ...
…means lots of insights (& data)
Summary

• Listening is Half a Conversation.

• People Want Brands to Talk with Them

• Backyard is Better
Thank you.
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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

Published in: Business, Technology
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Transcript of "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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