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Ripple6 Arf Webinar 6 30

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Webinar given by Ripple6 CEO San Kim for ARF (Advertising Research Foundation) on lessons learned about what consumers want form marketers in online social networks.

Webinar given by Ripple6 CEO San Kim for ARF (Advertising Research Foundation) on lessons learned about what consumers want form marketers in online social networks.

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  • 1. The Truth Behind the Words: What People REALLY Want from Marketers in Social Networks Rich Ullman June 30, 2009 rich@ripple6.com
  • 2. Agenda • Introduction • Why Interact? • What is “the Backyard”? – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  • 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. Agenda • Introduction • Why Interact? • What is “the Backyard”? – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  • 5. 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
  • 6. The Tide is Moving Quickly 3x faster 1 out of 11 57% vs. 79% Source: Nielsen Online; IDC.
  • 7. 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
  • 8. Four Modes of Brand-Consumer Interaction Consumers Listening Consumers Talking Listening Brands Blog Rolls Listening No Interaction Twitter feeds Brand Monitoring Conversation Brands Broadcasting Online Communities Talking Your Website Social Networks Advertisements Feedback Forums Social Media Presence Focus Groups Brand Blog or Twitter
  • 9. Agenda • Introduction • Why Interact? • What is “the Backyard?” – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  • 10. The Back Yard – Transformative Communication Anonymous hits People, conversations, connections
  • 11. 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.
  • 12. 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
  • 13. Public Communities: 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.
  • 14. Private Insights: 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
  • 15. 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
  • 16. MomsLikeMe.com Research Group • Ongoing panel with 346 participants • Opt-in discussions • 80 markets • Since March 19th – 90% attendance – 61% active participation
  • 17. Agenda • Introduction • Why Interact? • What is “the Backyard”? – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  • 18. Advertising / Messaging
  • 19. Users Get It “I understand that • They know marketing businesses need to advertise… Nothing is free. revenue is necessary to That‘s how the sites pay for keep sites free for members upkeep and employees.” “It could be a thread that is paid for by the company to help raise revenue for the • They’re willing to suggest site or it could be a thread ways to do it and improve it. that is not associated with anything...”
  • 20. Contrary to Stereotype, Ads are OK. • Users want to “opt in” to your ads and messages through actions “I can read it and follow a link if I wish, or choose to ignore it. ” • They don’t feel limited by traditional ads, so marketers shouldn’t either. – Use the format of the network to communicate with users
  • 21. But Not All Ads are OK. • They shouldn’t interfere with user interactions. – Pop-ups, interstitials and roadblocks are examples. “If it correlates to the purpose of the site, I actually enjoy seeing products/services that I may not have been exposed to otherwise.”
  • 22. There’s a Welcome Mat. Come In! • They want you to be part of the group… not just your messages. • They want you to bring something of value, rather than just your stuff. • Outsiders are welcomed… until they’re not!
  • 23. R-E-S-P-E-C-T • Transparency is the first key to gaining respect. “I want to know if I’m responding to a post by Company A or Company B rather than one by an individual acting on her own.” • They want straightforward answers, even when they’re not “good news.” • Privacy.
  • 24. Relevant and Useful Information • Providing relevant and useful information is vital to building relationships. – Product info at the right time “Yes, if used correctly, social media can be a great way to interact with customers. The trick is, you do not want to come across like you are trying to sell something. ”
  • 25. Emotion “Get back to the heart of a message. Touch a persons heart strings or genuinely make them laugh. “ “I think that in using social media… companies need to become personal (friends) with the consumer.” ”It really helps if you make them feel like they are your friend.”
  • 26. Ways to Succeed
  • 27. “Think Global, Act Local” • Users want things that can impact their lives. – Be actionable • Where possible, create events and ambassadors.
  • 28. Treat Them Like Friends and Family • Make the participants feel exclusive whenever possible • Discounts, new product trials, coupons are never a bad thing
  • 29. Summary
  • 30. Summary • Members understand the need and want companies to interact with them within social networks... but on their terms! • Marketers ARE welcome (under those conditions) • Users are there to create relationships; follow that lead. • Opportunity exists to learn, engage, and succeed.
  • 31. Q&A
  • 32. The Truth Behind the Words: What People REALLY Want from Marketers in Social Networks Rich Ullman June 30, 2009 rich@ripple6.com