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Ripple6: Monetizing Social Networks
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Ripple6: Monetizing Social Networks

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Presentation by Rich Ullman, SVP Marketing, at OMMA Global Conference. Advertising Week, September 22, 2009.

Presentation by Rich Ullman, SVP Marketing, at OMMA Global Conference. Advertising Week, September 22, 2009.

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  • Ripple6 is for companies interested in creating meaningful and measurable connections with people in social networks .Ripple6 provides a full suite of social media solutions that drive measureable results against business goals.The Ripple6 solution enables companies to connect with consumers to develop conversations and relationships in and across social networks.Ripple6 helps marketers run accountable social marketing programs. Communities?
  • I don’t know who.9 years ago:Yahoo was still king.No Facebook. No myspace. Not even Blogs.Yankees were about to win the World Series for the 3rd time.In a minute back to the last 9 months.
  • Not about lower cost model… but production is part of it.Lower friction. Get in get out.Integrated Marketing opportunities.CONVERSATION.COLLABORATIVE.USER-GENERATED CONTENT – KANYE WEST.I CAN SEE A TOWN HALL.Stretch this metaphor back through Johnny Carson all the way to Jack Benny, Uncle Miltie and Radio.
  • Time spent on social network and blogging sites growing 3x faster than other activities. Increased by 18% in a year. 45 billion minutes total. One minute of every 11 spent online is spent in social networks, up from 1 in 15 in 2007. IDC survey (research firm): over half us consumers with internet are on social networking sites, but only 57% of those clicked on an ad in the last year, whereas 79% of overall web users did. IDC survey (research firm): over half us consumers with internet are on social networking sites, but only 57% of those clicked on an ad in the last year, whereas 79% of overall web users did. Nielsen ReportMember communities have overtaken personal email to become the world’s fourth most popular online use, after search, portals, and PC software apps. Accounts for 10% of all internet time. 67% of users do it, as compared with 61% last year.  Time spent on social network and blogging sites growing 3x faster than other activities. Increased by 18% in a year. 45 billion minutes total. One minute of every 11 spent online is spent in social networks, up from 1 in 15 in 2007.  Shift in ages to older users. Covers all demographic groups. 
  • Source: USC Annenberg School Center for the Digital Future, "The 2008Digital Future Project-Year Seven" as cited by Marketing Charts, July 7,2008
  • More than half of online community members (54 percent) log into their community at least once a day, and 71 percent of members said their community is very important or extremely important to them. Fifty-six percent of members reported meeting their online counterparts in person. 55 percent -- say they feel as strongly about their online communities as they do about their real-world communities.
  • According to eMarketer….More than 25% of Millenials (14-25) discuss social networks daily or near dailyMillenials and Generation X (14-42) talked 3x more than their Boomer and Mature counterparts about topics such as social networks, websites, newspapers, books, ads, magazines, video games and virtual worlds.
  • Let’s think about this as the place that it is.It sets a stage for marketers to actually engage in relevant social networks and for the audience to welcome them.
  • This is not about pages viewed; its about time spent.It’s about creating measurements that come in social metrics– not web metrics.
  • 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.”“As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”
  • Meredith created a new brand to connect home cooks worldwideFacebook Connect allows users to spread content beyond community wallsMixingBowl, the magazine, now appears on newstands, reversing the publishing model and bring online activity offline to new audiences
  • Private Insights GroupsPrimary ResearchOngoing discussionsListen and Engage OpportunisticallyLots of conversationsLots of Social Data
  • “Not just unique users, but how and why they’re unique.”
  • Took what could have simply been positioning and turned it into an insight generating experience about what moms really think and want.
  • Private Research Group used to identify advocates and gather opinions about a public brand communityAdvocates used to seed the public community and communicate directly with the brand, providing honest feedbackCommunity fosters participation and ownership of the brand, creating trust
  • This is what you have. As a marketer, you still need to communicate your positioning, and you most likely have a web site and a presence. It’s what you would have built 9 years ago, or even 9 months ago… but is likely not going to satisfy your needs in the new social world.What you build for the social web is something different.
  • You need to be social in this environment and you need to build something – quickly – that can allow you to transform what you do in this social environment. Your web site will need a community component and we can build that for you – quickly, and to your standard. It’s called Ripple6 OnDemand.
  • Think of this new community site in the same way that you would have considered micro-sites. HOWEVER, this solution is Social --- it will allow you to engageScalable – can evolve again and again over timeConnected – it can be syndicated across the web.It’s an asset. The investment you make in getting it up and running will be an investment in relationships with people who can return again and again – not just to engage with you, but with people who share passion for your brand – or more likely the benefits your brand brings to their life.
  • And you don’t want this community to sit only in your backyard – you want it to sit in theirs. You want the ability to syndicate that conversation to other sites where they’ll find these people. You’ll want it to include Facebook Connect and other features that connect you to these people and connect them to each other around your brand.You’ll want it to be available to them as easily as possible.
  • We can empower your ability to take your positioning – SOCIALLY – anywhere on the Web with ads that are not pushing messages at people – they’re inviting people into the conversation.

Ripple6: Monetizing Social Networks Presentation Transcript

  • 1. Monetizing Social NetworksIt’s Not Just About The Conversations
    Rich Ullman
    September 22, 2009
    rich@ripple6.com
  • 2. What are we discussing?
    This workshop will show how publishers and marketers can take steps beyondthe initial reaction to create fan pages and accounts and deliver real value to their businesses.  It will explore how social networks can be deployed quickly for publishers to leverage and monetize their greatest asset – their audience – and for marketers to engage in conversations with their customers in a way that can scale across networks.  The workshop will include case studies and use cases as well as provide insight into where social networking is headed in 2010.
  • 3. Who is Ripple6?
    Founded 2006
    A wholly-owned subsidiary of Gannett Co., Inc. (as of 11/2008)
    Social Platform
    Connections in Social Networks
    Strategic Innovation Partner
    Partners include
    Procter & Gamble
    Gannett
    Meredith
    Unilever
  • 4. September 21, 2009
    #adweek
    “More change in ad business in last 9 months than in last 9 years.”
  • 5. September 21, 2009
    “Mastering the art of the continuous campaign.”
  • 6. September 14, 2009
    NBC's new "The Jay Leno Show" is the oldest thing in TV - a comedy-variety show, with a funnyman, a stage, guests and in-show ads.
  • 7. So What Works in the Future?
    Low Investment, High Return
    Well-Connected
    Highly Collaborative
    Self-sustaining
    Asset Creating
    Word of mouth inspiring
    Insight-generating
    Marketing Strategy
  • 8. Some Data Points
  • 9. More Time on Social Nets; Less time on Ads
    3x faster
    Growth of time spent on social nets
    1 out of 11
    Minutes spent online
    57% vs. 79%
    Share of users who clicked on ads
    Source: Nielsen Online; IDC.
  • 10. A Look at Online Community Members
    Visit Their Community at Least Once Per Week
    Age Over 50
    87.5%
    Age Under 20
    91.5%
    Source: e-Marketer’ USC Annenberg School Center for the Digital Future, "The 2008
    Digital Future Project-Year Seven"
  • 11. The Audience Returns; They are Engaged
    54% Log into their community at least once a day
    71% Say their community is very or extremely important to them
    56% Meet their online counterparts in person
    55% Feel as strongly about their online communities as they do about their real-world communities
    Source: e-Marketer; USC Annenberg School Center for the Digital Future, "The 2008
    Digital Future Project-Year Seven"
  • 12. Why Do They Talk About it So Much?
  • 13. George Mallory: Media Visionary
    “Because it’s there.”
    b. 1886
    d. 1924
  • 14. Do Users Want to Talk With Marketers?
    85%believe a company should be present and interact with consumers to solve problems and solicit feedback
    56% feel a stronger connection with and better served by companies whom they interact with in social media.
    37% think companies should develop new ways for consumers to interact with their brand.
    Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation
  • 15. Create Ways for Marketers to Participate
    December 2008
    “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.”
  • 16. Create A Model That Will Work for Marketers
    “As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”
    March 2009
  • 17. The Model…
    For Publishers
  • 18. The Backyard – A New Environment
    Where Users Can:
    • Go regularly
    • 19. Have rich profiles
    • 20. Have trusted networks
    • 21. Share information through those networks.
    Where Publishers can:
    • Create Affinity Networks
    • 22. Create the right context for Brands
    Where Brands Can Participate and Talk with Your Audience
  • 23. People, conversations,
    connections
    Anonymous hits
    The Backyard – Transform Communication
  • 24. People, conversations,
    connections
    Unlock the Value
    • Increase Engagement
    • 25. IncreaseAudienceValue
    • 26. New Revenue Models
    The Backyard – Transform Your Opportunity
  • 27. The Backyard – Transform Your Opportunity
    December 2008
    People, conversations,
    connections
    Unlock the Value
    ““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.”
    • Increase Engagement
    • 28. IncreaseAudienceValue
    • 29. New Revenue Models
    “As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”
  • 30. Incredibly Powerful Backyard: Gannett
    MomsLikeMe.com
    Nationwide network of 80 local social networks
    Content is local, timely personal, and relevant to users
    Users create content, groups and discussions
  • 31. Incredibly Powerful Backyard: Meredith
    MixingBowl.com
    • A social cookbook
    • 32. Cooks connect, discuss and share recipes
    • 33. Relevant vertical content discussionsfor marketers to join.
  • Unlocking Value
    Increase EngagementIncrease Audience ValueNew Revenue Models
  • 34. Publisher Tools to Unlock Audience Value
    Social Analytics
    Public Communities
    Private Insights
    Tools that complement current ad modelsand are built upon listening and engaging.
  • 35. Ripple6 Social Insights™
    Private Research communities using your audience.
    Real communities with regular visitors
    Deeper insights
    Multiple levels of interaction
    Discussion, Media, Calendar, Private Messages
    Nimble research platform
    Creates monthly revenue fees from communities.
  • 36. Ripple6 Brand Communities™
    Creates organic conversations around brands and builds advocates
    Scales across communities
    Does not cannibalize PV revenue
    Multiple Package Options
    6-week
    3 month
    6 month
    Annual
  • 37. Ripple Analytics
    Actionable insights that enable you to understand your community and demonstrate the value of your audience.
    What kinds of relationships are forming?
    How do people prefer to communicate?
    What do they find important or valuable?
  • 38. Some Cases…
    For Marketers
  • 39. Post Cereals: Social Insights
    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 LanidesBrand ManagerGrape Nuts
  • 40. Benjamin Moore: Brand Community
    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.
  • 41. 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
    Community fosters participation and ownership of the brand, creating trust
  • 42. The Model…
    For Marketers
  • 43. So What Works in the Future?
    Low Investment, High Return
    Well-Connected
    Highly Collaborative
    Self-sustaining
    Asset Creating
    Word of mouth inspiring
    Insight-generating
    Marketing Strategy
  • 44. Your Brand Positioning
  • 45. The Web Site Redefined:
    Connected to Home Site
  • 46. What is Ripple6 OnDemand?
    Quickly integrates community function to your current site
    Full functions of Ripple6 platform
    Engagement
    All community tools
    Audience Value
    Ripple Analytics
    Monetization
    Social Insights
    Brand Community
    Launch in as little as 24 Hours
  • 47. The Micro Site Redefined:
    Connected to Home Site
  • 48. The Syndicated Micro Site
    Brand asset that is connected to brand’s site, connected anywhere on the web
    Connected to Home Site
    Brand Community
    Community Syndication
    INTERNET
    Blogs & Profiles
    Any website
  • 49. Social Ads – Your Community Anywhere
    300x250 IAB unit
  • 50. One Social Platform – Deployed Everywhere
    Brand asset that is connected to brand’s site, connected anywhere on the web
    Connected to Home Site
    Brand Community
    Community Syndication
    INTERNET
    Blogs & Profiles
    Any website
  • 51. So What Works in the Future?
    Low Investment, High Return
    Well-Connected
    Highly Collaborative
    Self-sustaining
    Asset Creating
    Word of mouth inspiring
    Insight-generating
    Marketing Strategy
  • 52. So What Works?
    A scalable social platform that can connect you across the internet
    Self sustaining brand owned communities THAT
    Consumers love, visit, spend time in, come back to, and welcome the brands participation
    Self sustaining without continued media spend
    Provides 24x7 insights on your brand, your competitors, consumers needs
    Nurtures and showcases brand advocates and their testimonials
    Platform for other digital campaigns
  • 53. Questions
  • 54. Thank You.
    Rich Ullman
    September 22, 2009
    rich@ripple6.com