Ripple6 IMS Dallas Presentation


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Ripple6's presentation at IMS Dallas

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  • The 7 Best Practices for Listening and Engaging Consumers in Social Networks Are you leveraging the enormous power of social networks beyond traditional media opportunities? Ripple6 will present a best practices workshop for marketers and publishers on developing new ways to connect with customers, create brand advocates and gain valuable insight.  The workshop focuses upon listening, engaging, and interacting with consumers to develop insights within communities. Presenters: Rich Ullman, SVP Marketing, Ripple6, Inc. George Moser , SVP, Operations, Ripple6, Inc.
  • Ripple6 IMS Dallas Presentation

    1. 1. Best Practices for Brands Listening and Engaging with Consumers in Social Networks Chris Kieff May 27-28, 2009 [email_address]
    2. 2. Who is Ripple6? <ul><li>Founded 2006 </li></ul><ul><li>A wholly-owned subsidiary of Gannett Co., Inc. (as of 11/2008) </li></ul><ul><li>Social Media Software (Saas) </li></ul><ul><li>Strategic Innovation Partner </li></ul><ul><li>Partners include </li></ul><ul><ul><li>Procter & Gamble </li></ul></ul><ul><ul><li>Gannett </li></ul></ul><ul><ul><li>Meredith </li></ul></ul><ul><ul><li>Unilever </li></ul></ul>
    3. 3. Ripple6 puts brands into communities <ul><ul><li>Go to where customers live and integrate your brand in their social network for marketing and insights. </li></ul></ul><ul><ul><li>People want to talk with your brands, but they don’t want to be talked at . They’re oblivious to ‘traditional’ ads. </li></ul></ul>
    4. 4. 7 Tips
    5. 5. 1. Social Media Marketer vs.
    6. 6. 1. Social Media Marketer vs. X
    7. 7. “ Cheerleader-in-Chief” “ Our job is simple. Just be open, be honest, be real, be clear, and have fun.”
    8. 8. #7 Understand that People are People Tip #1 Be Relevant. Authentic. Transparent. Responsive.
    9. 10. 2. Which Doesn’t Belong and Why? 72,000 1,550,000 1,863,000
    10. 11. 2. Which Doesn’t Belong and Why? X
    11. 12. #7 Understand that People are People Tip #2 Have Appropriate Success Measures.
    12. 13. P&G: Success Measures & The Salon <ul><li>Objective </li></ul><ul><li>Measure the flow of word-of-mouth messages to understand its correlation with purchase intent. </li></ul><ul><li>Execution </li></ul><ul><li>Community of users </li></ul><ul><li>Ripple Analytics Measures </li></ul><ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Flow of messages </li></ul></ul><ul><li>WOM influence on purchases </li></ul>
    13. 14. 3. Guess Who.
    14. 15. 3. Guess Who. British zombie movie that cost $70 to make is set to become surprise hit at Cannes.
    15. 16. #7 Understand that People are People Tip #3 Beware of Means. Beware of Extremes.
    16. 17. Questions? Results Summary:
    17. 18. #7 Understand that People are People Tip #4 Allow for Feedback and Response from the People You’re Talking With.
    18. 19. 5. Love or Hate?
    19. 20. Hate.
    20. 21. “ Uh-oh”
    21. 22. #5 Pay Attention to the Creepiness Factor Tip #5 Pay Attention To The Creepiness Factor.
    22. 23. 7. Guess Who. Part II.
    23. 24. Pope Benedict XVI
    24. 25. Pope to You, Benedict XVI
    25. 26. #7 Understand that People are People Tip #7 Understand that People Are People.
    26. 27.
    27. 28. 8. Whoops!
    28. 29. #7 Understand that People are People Tip #8 Understand the Technology.
    29. 30. Where are we now?
    30. 31. Michael Jackson’s Backyard
    31. 32. That’s Not a Backyard.
    32. 33. #5 Pay Attention to the Creepiness Factor Tip #9 Engage People In Their Backyard.
    33. 34. MomsLikeMe <ul><li>80 local social networks </li></ul><ul><li>1 million+ moms </li></ul><ul><li>Where they’re comfortable </li></ul>
    34. 35. Grape nuts Post talks with moms about healthy eating.
    35. 36. 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!”
    36. 37. Consumers want companies to interact 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
    37. 38. Thank You. Chris Kieff [email_address] @ckieff