Ripple6 6 24 Webinar

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Ripple6 June 24th webinar detailing lessons learned about what consumers want from marketers in online social networks.

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Ripple6 6 24 Webinar

  1. 1. Lessons Learned from Listening and Engaging Consumers in Social Networks Sang Kim June 24, 2009 sang@ripple6.com
  2. 2. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  3. 3. Ripple6 • Founded 2006 • Wholly-owned subsidiary of Gannett Co., Inc. • Social media software platform • 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
  4. 4. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  5. 5. The Back Yard – Transformative Communication Anonymous hits People, conversations, connections
  6. 6. Go to their Backyard, don’t bring them to yours Their Backyard Where They: Affinity Networks Work Best: • Go regularly • Have rich profiles • Right context for Brands • Have trusted networks • Share information through those networks.
  7. 7. The Right Tools Open the Gates Public Communities Private Insights Social Analytics •Ongoing discussions •Private Insights •Lots of conversations •Listen and Engage Groups •Lots of Social Media Opportunistically •Primary Research Data •Analytics needed
  8. 8. Public Groups: e.g. Benjamin Moore • Green Moms, a community focused on “thinking, living and buying green.” • 80 local communities • 400+ opt-in members in the first week • Conversations generated organically about the brand • Ongoing discussions and interactions with the brand, plus insights into the consumer.
  9. 9. Private Groups: e.g. Post Cereals • 4 week qualitative research study embedded in a social network. – 90+ moms / 70 topics “The platform allowed us to reach out to moms in a way that was convenient and comfortable for them. It created honest conversations and feedback about our brand which allowed for solid insights.” Greg Lanides Brand Manager Grape Nuts
  10. 10. Suave - Social Insights + Brand Community • Private Research Group – Discover brand advocates – Develop knowledge for strong brand community • Spread the word and develop awareness of salon quality products from Suave • Social Insights Week One: – 31 conversations – 1,800+ comments
  11. 11. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  12. 12. Is This the Future of Research? "I don't know if we are going to have a choice but to move away from survey research," Donna Goldfarb, VP-consumer and market insights, Unilever Americas "Without transforming our capabilities into approaches that are more in touch with the lifestyles of the consumers we seek to understand, the consumer-research industry as we know it today will be on life support by 2012," Kim Dedeker, VP-external capability leadership, P&G
  13. 13. Consumers want companies to interact 37% 85% think companies believe a company should be present 56% feel a stronger should develop new and interact with connection with and ways for consumers to solve better served by consumers to problems and solicit companies whom interact with their feedback they interact with in brand. social media. Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation
  14. 14. Brand must find ways to engage with consumers “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
  15. 15. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  16. 16. Gathering Participants
  17. 17. Tap into Multiple Social Networks • Faster recruitment • Diversity of perspectives • Technology removes “one-site” constraints
  18. 18. Position Yourself: It’s a Chance to Talk… • Don’t Underestimate the power of “A Chance to Be Heard” 37% think c om 85% should panies believe de a new w velop should company ay consum s for interac ers to and in consum be pre teract sent with 56% t with th ers to feel a eir solv strong • REPORT: proble brand. ms an e conne cti er solicit feedba d and be on with ck tter se by com rved whom panie they in s “Moms specifically expressed with in teract social media . excitement to have direct input to what the brand should do” • “It’s always nice to get a response back from a company you gave a comment or idea to. I love when companies ask you, the consumer, for ideas.
  19. 19. Going to the Backyard is Makes it Simpler “…I think it would be best to • They’re already there reach all members on the Home Page, since it’s the first place I go when online!” • Some Screening criteria is already embedded in their profiles • You can leverage Community Managers
  20. 20. Listening and Engaging
  21. 21. You are More than a “Moderator” • Having the right style is vital to success • Understand the community and its customs • Know the technology
  22. 22. It’s a Social Network. Use it. • It can be acceptable to ask for friends opinions • Understanding Influencers and Advocates may be a primary objective • With Social Media you can recruit based on social profiles – e.g. influencers.
  23. 23. Be Nimble. Be Quick. • Great for diaries, laddering up, drilling down, BUT also… – Quickly generate insights in the backyard. – Great for spot needs. (e.g.100+ deep replies in 24hrs)
  24. 24. Data / Analysis
  25. 25. Many Conversations Equals… • Tremendous data can be generated • Tools for analysis are critical to success • Filtering conversations is not convenient, it’s required. • Cross reference with rich social data
  26. 26. Identify Influencers and Advocates • Quickly identifying these inflection points will focus a great deal of the conversation. – Their voices are heard – Their opinion is important
  27. 27. Summary
  28. 28. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  29. 29. Q&A Sang Kim June 9, 2009 sang@ripple6.com
  30. 30. Lessons Learned from Listening and Engaging Consumers in Social Networks Sang Kim June 24, 2009 sang@ripple6.com

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