Social Commerce With Ripple6

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Social Commerce: Turning Their Friends into Your Salesforce -- Going Beyond Recommendations into Social Commerce

Learn how to leverage social networking technology to go beyond recommendations and link your customers to each other. People trust recommendations from their friends more than any form of advertising. Leverage these relationships to turn your online store into a social community where your customers come to talk with their friends. Social commerce creates "sticky" sites that bring customers back for more. Learn how Ripple6 will integrate a community with your eStore.

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  • Employing social networking technology to increase interest, increase engagement, and leverage the power of social marketing to get friends to help each other choose to purchase your products.
  • More than half of online community members (54 percent) log into their community at least once a day, and 55 %-- say they feel as strongly about their online communities as they do about their real-world communities. 56% of members reported meeting their online counterparts in person. 71% of members said their community is very important or extremely important to them.
  • Source: “The Impact of Social Media on Purchasing Behavior” DEI worldwide, OTX Research; The Society for word of Mouth
  • Objectives (anyone can bring these tools) More time on site Frequency of visits More members Strategic Execution (Few can build the things that…) Encourage participation Introduce members so they build networks Integrate products to the experience
  • Personalization, profiles, and the creation of identities. When users do this, it enhances the first two parts with context and relevance. More conversation are started. More connections are made. For retailers, this creates an environment where you can understand much more about the community, and about what members of the community are looking for.
  • One criteria is the amount of content that users are creating, and, more importantly, the amount that they’re sharing with one another. This post was actually the shared piece of content on the network this month, something WE MEASURE AS RIPPLES – THE NUMBER OF TIMES SOMETHING IS SAVED, SHARED WITH A FRIEND, OR SHARED WITH A GROUP. AND WE CAN MEASURE THE DEGREES OF RIPPLES FROM ONE GROUP TO THE NEXT AND THE NEXT AND THE NEXT.
  • Self perpetuating
  • AKA Reverse Book Club Recent purchase groups
  • Groups create friends News feeds drive recommendations
  • Self perpetuating
  • 98% of the visitors who are visiting and not purchasing Private Insights Groups Primary Research Ongoing discussions Listen and Engage Opportunistically Lots of conversations Lots of Social Data
  • This happens in the community section of the site not the commerce section If you’re selling Hitachi and Sony, maybe Hitachi wants to talk to Sony’s customers.
  • Creates organic conversations around brands and builds advocates in an influential environment Scales across communities Does not cannibalize PV revenue 6-Multiple Package Options
  • “ Not just unique users, but how and why they’re unique.” What are they talking about? Are they interested in a product we’re not offering?
  • The web is much more social today.
  • Employing social networking technology to increase interest, increase engagement, and leverage the power of social marketing to get friends to help each other choose to purchase your products.
  • Social Commerce With Ripple6

    1. 1. Turning Their Friends into Your Salesforce Going Beyond Recommendations into Social Commerce July 29, 2009 [email_address]
    2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Statistics / Market Direction </li></ul><ul><li>Innovation and Engagement </li></ul><ul><li>Sales Engagement Engine </li></ul><ul><li>The Audience and Brand Communities </li></ul><ul><li>Social Analytics </li></ul><ul><li>Q&A </li></ul>
    3. 3. Ripple6 <ul><li>Founded 2006 </li></ul><ul><li>Wholly-owned subsidiary of Gannett Co., Inc. </li></ul><ul><li>Social media software platform (Software As A Service) </li></ul><ul><li>Strategic innovation partner </li></ul><ul><li>Clients (sample list) </li></ul><ul><ul><li>Procter & Gamble, Unilever, Benjamin Moore, Gannett, Meredith, Post Cereals, Sahara Media </li></ul></ul><ul><li>Management team </li></ul><ul><ul><li>Net Perceptions (Amazon), McKinsey, SPSS, Microsoft, About.com, Double-Click </li></ul></ul>
    4. 4. Agenda <ul><li>Introduction </li></ul><ul><li>Statistics / Market Direction </li></ul><ul><li>Innovation and Engagement </li></ul><ul><li>Sales Engagement Engine </li></ul><ul><li>The Audience and Brand Communities </li></ul><ul><li>Social Analytics </li></ul><ul><li>Q&A </li></ul>
    5. 5. Social Media is Engaging <ul><li>71% Say their community is very or extremely important to them </li></ul><ul><li>56% Meet their online counterparts in person </li></ul><ul><li>55% Feel as strongly about their online communities as they do about their real-world communities </li></ul><ul><li>54% Visit their community at least once a day </li></ul>Source: e-Marketer; USC Annenberg School Center for the Digital Future, &quot;The 2008 Digital Future Project-Year Seven&quot;
    6. 6. Social Media Drives Purchase Almost half of online users have made purchases based on social media recommendations
    7. 7. Looking to Social Media When Shopping Source: “The Impact of Social Media on Purchasing Behavior” DEI worldwide, OTX Research; The Society for word of Mouth Shoppers look to social media more than anything else for information that drives their purchase decision.
    8. 8. Agenda <ul><li>Introduction </li></ul><ul><li>Statistics / Market Direction </li></ul><ul><li>Innovation and Engagement </li></ul><ul><li>Sales Engagement Engine </li></ul><ul><li>The Audience and Brand Communities </li></ul><ul><li>Social Analytics </li></ul><ul><li>Q&A </li></ul>
    9. 9. Making Your Store a Place to Come Back To <ul><li>Comfortable </li></ul><ul><li>Timelessness </li></ul><ul><li>Trusted </li></ul>
    10. 10. Social Commerce Opportunity Increased Sales Active, Engaged Users Relaxed Comfortable Trusting
    11. 11. Value of a Community 1. Identity They tell the community and YOU who they are and what they are interested in.
    12. 12. Value of a Community <ul><li>Connections </li></ul><ul><li>They connect & form lasting Personal Networks. (Trust) </li></ul>
    13. 13. The Value of a Community 3. Content They share content & recommendations. (Word-of-Mouth)
    14. 14. Agenda <ul><li>Introduction </li></ul><ul><li>Statistics / Market Direction </li></ul><ul><li>Innovation and Engagement </li></ul><ul><li>Sales Engagement Engine </li></ul><ul><li>The Audience and Brand Communities </li></ul><ul><li>Social Analytics </li></ul><ul><li>Q&A </li></ul>
    15. 15. Sales Engagement Engine Traffic Smart Groups Social Recommendations Purchase A Revolution in Shopping Behavior
    16. 16. Post Sale Smart Groups <ul><li>Smart Groups </li></ul><ul><li>Brings members back to the site </li></ul><ul><li>Create relationships and friendships. </li></ul><ul><li>New community to engage with regularly </li></ul>
    17. 17. Smart Groups and Recommendations <ul><li>Highly credible, personal recommendations from established relationships </li></ul><ul><li>Regularly fed to friends via news feed </li></ul><ul><li>Lead users directly to product pages for purchase </li></ul>
    18. 18. Recommendations Drive Purchases Purchase The cycle starts anew.
    19. 19. Sales Engagement Engine Traffic Smart Groups Social Recommendations Purchase A Revolution in Shopping Behavior
    20. 20. Agenda <ul><li>Introduction </li></ul><ul><li>Statistics / Market Direction </li></ul><ul><li>Innovation and Engagement </li></ul><ul><li>Sales Engagement Engine </li></ul><ul><li>Unlocking Audience Value </li></ul><ul><li>Social Analytics </li></ul><ul><li>Q&A </li></ul>
    21. 21. Sitting on a Gold Mine 98% Don’t Buy
    22. 22. New Tools to Unlock Audience Value <ul><ul><li>Social Analytics </li></ul></ul><ul><ul><li>Brand Communities </li></ul></ul><ul><ul><li>Social Insights </li></ul></ul>New ways to monetize your current audience.
    23. 23. Ripple6 Social Insights™ <ul><li>Private research group using your audience. </li></ul><ul><ul><li>$26 B/ Year industry </li></ul></ul><ul><li>Offer Research services to your vendors/suppliers </li></ul><ul><li>New revenue stream from vendors. </li></ul><ul><li>Engages your visitors more </li></ul><ul><li>Creates brand advocates </li></ul>
    24. 24. Ripple6 Brand Communities™ <ul><li>Brand sponsored group in a social network </li></ul><ul><li>Creates organic conversations and builds advocates around brands </li></ul><ul><li>Conversational Marketing </li></ul><ul><li>Keeps visitors on your site </li></ul><ul><li>Creates new revenue stream from vendors </li></ul>
    25. 25. Agenda <ul><li>Introduction </li></ul><ul><li>Statistics / Market Direction </li></ul><ul><li>Innovation and Engagement </li></ul><ul><li>Sales Engagement Engine </li></ul><ul><li>The Audience and Brand Communities </li></ul><ul><li>Social Analytics </li></ul><ul><li>Q&A </li></ul>
    26. 26. Ripple Analytics <ul><li>Social Media Analytics- Actionable insights that enable you to understand and demonstrate the value of your customers. </li></ul>How do people prefer to communicate? What do they find important or valuable? What kinds of relationships are forming?
    27. 27. Quickly Identify Influencers and Advocates <ul><li>They are the ones who tell others what to buy </li></ul><ul><li>They are early adopters </li></ul><ul><li>They have a trusted voice in the community </li></ul><ul><li>Vendors/suppliers want to talk with your advocates and influencers </li></ul>
    28. 28. Summary <ul><li>Introduction </li></ul><ul><li>Statistics / Market Direction </li></ul><ul><li>Innovation and Engagement </li></ul><ul><li>Sales Engagement Engine </li></ul><ul><li>The Audience and Brand Communities </li></ul><ul><li>Social Media Analytics </li></ul><ul><li>Q&A </li></ul>
    29. 29. Q & A
    30. 30. Next Week’s Webinar How Conversations Between Your Customers Improve your Business Or why you should put a big comfy couch on your web site. July 29, 2009 [email_address]

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