Ripple6 IMS Dallas Presentation

Best Practices for Brands Listening and Engaging with Consumers in Social Networks Chris Kieff May 27-28, 2009 [email_address]

Who is Ripple6?
Founded 2006
A wholly-owned subsidiary of Gannett Co., Inc. (as of 11/2008)
Social Media Software (Saas)
Strategic Innovation Partner
Partners include
Procter & Gamble
Gannett
Meredith
Unilever

Ripple6 puts brands into communities
Go to where customers live and integrate your brand in their social network for marketing and insights.
People want to talk with your brands, but they don’t want to be talked at . They’re oblivious to ‘traditional’ ads.

7 Tips

1. Social Media Marketer vs.

1. Social Media Marketer vs. X

“ Cheerleader-in-Chief” “ Our job is simple. Just be open, be honest, be real, be clear, and have fun.”

#7 Understand that People are People Tip #1 Be Relevant. Authentic. Transparent. Responsive.

2. Which Doesn’t Belong and Why? 72,000 1,550,000 1,863,000

2. Which Doesn’t Belong and Why? X

#7 Understand that People are People Tip #2 Have Appropriate Success Measures.

P&G: Success Measures & The Salon
Objective
Measure the flow of word-of-mouth messages to understand its correlation with purchase intent.
Execution
Community of users
Ripple Analytics Measures
Relationships
Participation
Conversations
Flow of messages
WOM influence on purchases

3. Guess Who.

3. Guess Who. British zombie movie that cost $70 to make is set to become surprise hit at Cannes.

#7 Understand that People are People Tip #3 Beware of Means. Beware of Extremes.

Questions? Results Summary:

#7 Understand that People are People Tip #4 Allow for Feedback and Response from the People You’re Talking With.

5. Love or Hate?

“ Uh-oh”

#5 Pay Attention to the Creepiness Factor Tip #5 Pay Attention To The Creepiness Factor.

7. Guess Who. Part II.

Pope Benedict XVI

Pope to You, Benedict XVI

#7 Understand that People are People Tip #7 Understand that People Are People.

www.MixingBowl.com

8. Whoops!

#7 Understand that People are People Tip #8 Understand the Technology.

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 Their Backyard.

MomsLikeMe
80 local social networks
1 million+ moms
Where they’re comfortable

Grape nuts Post talks with moms about healthy eating.

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!”

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

Thank You. Chris Kieff [email_address] @ckieff

Ripple6 IMS Dallas Presentation

by Ripple6, Inc. on May 27, 2009

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Ripple6 IMS Dallas Presentation — Presentation Transcript