Turning Your Audience Into Cashflow Ripple6 Webinar July 9 2009

Turning Your Audience Into Cash Flow Rich Ullman July 9, 2009 rich@ripple6.com

Agenda • Introduction – Who is Ripple6? • Current and Future Landscape – The Backyard • Unlocking Audience Value – New Revenue Streams – Examples • Q&A

Ripple6 • Founded 2006 • Wholly-owned subsidiary of Gannett Co., Inc. • Social media software platform • Strategic innovation partner • Clients (sample list) – Procter & Gamble, Unilever, Benjamin Moore, Gannett, Meredith, Post Cereals, Sahara Media • Management team – Net Perceptions (Amazon), McKinsey, SPSS, Microsoft, About.com, Double-Click

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 click on ads last year Source: Nielsen Online; IDC.

A Look at Online Community Members Visit Their Community at Least Once Per Week Age Under 20 Age Over 50 91.5% 87.5% Source: e-Marketer’ USC Annenberg School Center for the Digital Future, "The 2008 Digital Future Project-Year Seven"

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"

George Mallory: Media Visionary “Because it’s there.” b. 1886 d. 1924

Why Do They Talk About it So Much?

Do Users Want to Talk With Marketers? Yes. 37% 85% think companies believe a company should be present 56% feel a stronger should develop new and interact with connection with and ways for consumers to solve better served by consumers to problems and solicit companies whom interact with their feedback they interact with in brand. social media. Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation

Create Ways for Marketers to Participate “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.” December 2008

The “Backyard”

The Backyard – A New Environment Where Users Can: • Go regularly Where Publishers can: • Have rich profiles • Have trusted networks • Create Affinity Networks • Share information through those • Create the right context for Brands networks. Where Brands Can Participate and Talk with Your Audience

The Backyard – Transform Communication Anonymous hits People, conversations, connections

The Backyard – Transform Your Opportunity Unlock the Value People, conversations, • Increase connections Engagement • Increase Audience Value • New Monetization Opportunities

Audience is King! • Publisher’s greatest asset is their audience • Content is a means to attract and reward the audience. • Yesterday, you were a content provider. Today, you’re a club.

Audience Is King for 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

Audience is King for Meredith

New Revenue Streams

Publisher Tools to Unlock Audience Value Private Insights Public Communities Social Analytics Do not cannibalize current ad revenue Do not require subscription revenue

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.

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

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?

Examples

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 Lanides Brand Manager Grape Nuts

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.

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

Activating Your Audience

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 • Schedule a Demo: marketing@ripple6.com

Turning Your Audience Into Cash Flow Rich Ullman July 9, 2009 marketing@ripple6.com

Q&A

Turning Your Audience Into Cashflow Ripple6 Webinar July 9 2009

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