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The Social Hub: A Comprehensive Social Media Strategy

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Engaging with your customers through social networks is becoming a vital part in any companies’ brand marketing strategy. However, there are high demands of time and resources, plus difficulties …

Engaging with your customers through social networks is becoming a vital part in any companies’ brand marketing strategy. However, there are high demands of time and resources, plus difficulties measuring return on investment. You’ll learn how to create a Social Hub to improve efficiencies in your social marketing and you will find out answers to the following questions:
• How can you scale your social media strategies across the Internet?
• How do you manage multiple social marketing efforts?
• How do you put user generated content to work for you?
• How do you build and leverage advocates?

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  • 1. The Social Hub: A Comprehensive Social Media Strategy
    Online Community Software
    December 10, 2009
    Rich Ullmanrich@ripple6.com
  • 2. Agenda
    Introduction
    Why Should Brands Care?
    What to Do?
    Elements of a Comprehensive Social Strategy
    How It Works
    The Social Hub
    Q&A
  • 3. Who is Ripple6?
    Founded 2006
    A wholly-owned, independently operated subsidiary of Gannett. Co., Inc. (as of 11/2008)
    Sister Companies – Point Roll, ShopLocal, USA Today, HS Sports, BNQT
    Social Platform; Strategic Innovation Partner
    Partners include Procter & Gamble, Gannett , Meredith, Unilever
  • 4. Why Should Brands Care About Social?
    “There is only one boss. The customer. And he can fire everybody from the chairman on down, simply by spending his money somewhere else.”
    The Consumer is Boss.
    “… learning… listening… observing… living with them.
    Sam Walton
    Wal-Mart Founder
    AG Lafley
    Procter & Gamble Chairman
    2000-2010
    Image Source: The Financial Times; Good2work.com
  • 5. What Are Consumers Saying About Social?
    89%believe a company should be present and interact with consumers to solve problems and solicit feedback
    72% feel a stronger connection with and better served by companies whom they interact with in social media
    74%have a more positive image of a brand having a presence in new media
    Source: 2009 Cone Consumer New Media Study
  • 6. What Do I Do?
  • 7. What You Should Do
    “Let’s go to the trades…”
  • 8. 1. Be Continuous. Campaigns are Dead.
    “Mastering the art of the continuous campaign.”
    From Advertising Age, September 21, 2009
  • 9. 2. Hit the Niches -- where you’re relevant.
    ““…niche audiences can be easily targeted through social networking sites centered around a particular theme.”
    “Profiles on Facebook and Twitter are no longer enough.”
    From iMedia Connection, December 1, 2009
  • 10. 3. “Get your house in order.”
    “Consumers are not going to stop going to your website because of social media”
    Mitch Joel
    “It’s the first connection that most people have to your company and brand.”
  • 11. 4. Leverage the pure-play social networks.
    The “WTF” Strategy
    “… proactive plan for managing your outreach and… your interaction with your target audience in multiple locations.”
    Web site
    “It used to be that your Web site was the core of your target interaction, but that’s no longer the case”
  • 12. 5. Be Creative. (and Courageous)
    “… there’s too much bad direct marketing in ad form, or TV-ad thinking in a box online.”
    “… make your message less like advertising and more like content.”
  • 13. 6. Connect the Dots.
    Text
    Affinity Social Networks
    Your Site
    The Web
    Pure Play Social Nets
    You and Your Strategy
  • 14. Ripple6 Social Hub Solution
  • 15. iMedia Agency Summit, December 8, 2009
    Campaigns
    Collaboration
    Clicks
    Conversations
    Community
    Creativity
    Connected
  • 16. The Social Hub: Leverage Best Practices.
    Connected
    Comprehensive
    Scalable
    Asset
  • 17. What is the Asset?
    Affinity Social Networks
    Your Site
    The Web
    Pure Play Social Nets
    You and Your Strategy
  • 18. How Does it Scale?
    Luvs Community
  • 19. Analytics
    Core
    Community
    Platform
    Insights
    The Social Hub: The Ripple6 Platform
    • Full featured rich platform designed for engagement
    • 20. Core connected community
    • 21. Robust social analytics
    • 22. Deep social insights
  • The Social Hub Easily Connects to Your Site
    • This “best in class” community can be connected to your site
    • 23. Instantly makes your home site social
    • 24. Easy to implement througha simple Flash-based widget
  • Embed Conversations in Affinity Social Nets
    • Product: Brand Communities
    • 25. Where consumers actively seek opinions about products
    • 26. Filled with “trusted” people with like interests
    • 27. A place to “incubate” your community
    • 28. Example
    Ripple6 Partner Sites
  • 29. Easily Integrate with Pure Play Social Nets
    Luvs Community
    • Bridge conversations between your community and pure-play social networks:
    • 30. Facebook Connect
    • 31. Facebook Fan Page Widget
    • 32. Facebook App
    • 33. Twitter Widget
    • 34. Brings conversations from affinity sites to your Facebook Fan Page
    • 35. Facebook Connect Example
  • Next Generation Rich Media Advertising
    • The incubated conversations can now be plugged into Social Ads
    • 36. Brings the community wherever your consumers are
    • 37. Integrates the content and consumers in your community into a media buying plan
    • 38. Example
  • Ripple Analytics
    Actionable insights that enable you to understand your community and demonstrate the value of your audience.
    What are members saying about your competitors?
    What kinds of relationships are forming?
    What are members saying about your brand?
    What do they find important or valuable?
  • 39. A Comprehensive Social Media Strategy
    Luvs Community
  • 40. In Conclusion: The Social Hub…
    Goes beyond the first reaction.
    Starts with your positioning.
    Targets your audience through niches
    Leverages the reach of pure play social networks
    Makes your advertising conversational
    Provides actionable insight
    Creates an ongoing asset – your advocates
    Connects everything in a unified effort.
  • 41. Questions?
    marketing@ripple6.com
  • 42. The Social Hub: A Comprehensive Social Media Strategy
    December 10, 2009