The Truth Behind the Words:

What People REALLY Want from
 Marketers in Social Networks




            Rich Ullman
      ...
Agenda

• Introduction
• Why Interact?
• What is “the Backyard”?
   – How and Why Does It Work?
   – Examples
• What We’ve...
Ripple6

•   Founded 2006
•   Wholly-owned subsidiary of
    Gannett Co., Inc.
•   Social media software platform
•   Stra...
Agenda

• Introduction
• Why Interact?
• What is “the Backyard”?
   – How and Why Does It Work?
   – Examples
• What We’ve...
Consumers want companies to interact

               37%                                               85%
            thi...
The Tide is Moving Quickly


     3x faster
    1 out of 11

                                 57% vs. 79%
Source:   Nielse...
Brand must find ways to engage with consumers


    “No matter what the obstacles are, marketers still
  need to be where ...
Four Modes of Brand-Consumer Interaction
            Consumers Listening     Consumers Talking



                        ...
Agenda

• Introduction
• Why Interact?
• What is “the Backyard?”
   – How and Why Does It Work?
   – Examples
• What We’ve...
The Back Yard – Transformative Communication

 Anonymous hits         People, conversations,
                            c...
Go to their Backyard, don’t bring them to yours

                        Their Backyard




Where They:
                  ...
The Right Tools Open the Gates

Public Communities     Private Insights    Social Analytics




•Ongoing discussions   •Pr...
Public Communities: e.g. Benjamin Moore

•   Green Moms, a community
    focused on “thinking, living and
    buying green...
Private Insights: e.g. Post Cereals

•   4 week qualitative research
    study embedded in a social
    network.
     – 90...
Suave: Social Insights + Brand Community

•   Private Research Group
     – Discover brand advocates
     – Develop knowle...
MomsLikeMe.com Research Group

• Ongoing panel with
  346 participants

• Opt-in discussions

• 80 markets

• Since March ...
Agenda

• Introduction
• Why Interact?
• What is “the Backyard”?
   – How and Why Does It Work?
   – Examples
• What We’ve...
Advertising / Messaging
Users Get It
                                              “I understand that
• They know marketing                       ...
Contrary to Stereotype, Ads are OK.

• Users want to “opt in” to your ads
  and messages through actions

  “I can read it...
But Not All Ads are OK.

• They shouldn’t interfere with
  user interactions.
   – Pop-ups, interstitials and
     roadblo...
There’s a Welcome Mat. Come In!

• They want you to be part of
  the group… not just your
  messages.

• They want you to ...
R-E-S-P-E-C-T

• Transparency is the first key to
  gaining respect.

  “I want to know if I’m responding to
  a post by C...
Relevant and Useful Information
• Providing relevant and
  useful information is vital to
  building relationships.
   – P...
Emotion

“Get back to the heart of a
message. Touch a persons
 heart strings or genuinely
   make them laugh. “

“I think ...
Ways to Succeed
“Think Global, Act Local”

• Users want things that can
  impact their lives.
   – Be actionable

• Where possible, create...
Treat Them Like Friends and Family

• Make the participants feel
  exclusive whenever
  possible

• Discounts, new product...
Summary
Summary

• Members understand the need and want companies to
  interact with them within social networks... but on their
 ...
Q&A
The Truth Behind the Words:

What People REALLY Want from
 Marketers in Social Networks




            Rich Ullman
      ...
Ripple6 Arf Webinar 6 30
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Ripple6 and Advertising Research Foundation (ARF) webinar presented on June 30th. This webinar highlights lessons learned about what consumers want (and don't want) from marketers in social networks.

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Ripple6 Arf Webinar 6 30

  1. 1. The Truth Behind the Words: What People REALLY Want from Marketers in Social Networks Rich Ullman June 30, 2009 rich@ripple6.com
  2. 2. Agenda • Introduction • Why Interact? • What is “the Backyard”? – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  3. 3. 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
  4. 4. Agenda • Introduction • Why Interact? • What is “the Backyard”? – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  5. 5. Consumers want companies to interact 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
  6. 6. The Tide is Moving Quickly 3x faster 1 out of 11 57% vs. 79% Source: Nielsen Online; IDC.
  7. 7. Brand must find ways to engage with consumers “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
  8. 8. Four Modes of Brand-Consumer Interaction Consumers Listening Consumers Talking Listening Brands Blog Rolls Listening No Interaction Twitter feeds Brand Monitoring Conversation Brands Broadcasting Online Communities Talking Your Website Social Networks Advertisements Feedback Forums Social Media Presence Focus Groups Brand Blog or Twitter
  9. 9. Agenda • Introduction • Why Interact? • What is “the Backyard?” – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  10. 10. The Back Yard – Transformative Communication Anonymous hits People, conversations, connections
  11. 11. Go to their Backyard, don’t bring them to yours Their Backyard Where They: Affinity Networks Work Best: • Go regularly • Have rich profiles • Right context for Brands • Have trusted networks • Share information through those networks.
  12. 12. The Right Tools Open the Gates Public Communities Private Insights Social Analytics •Ongoing discussions •Private Insights •Lots of conversations •Listen and Engage Groups •Lots of Social Media Opportunistically •Primary Research Data •Analytics needed
  13. 13. Public Communities: e.g. Benjamin Moore • 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.
  14. 14. Private Insights: e.g. Post Cereals • 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
  15. 15. 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 • Social Insights Week One: – 31 conversations – 1,800+ comments
  16. 16. MomsLikeMe.com Research Group • Ongoing panel with 346 participants • Opt-in discussions • 80 markets • Since March 19th – 90% attendance – 61% active participation
  17. 17. Agenda • Introduction • Why Interact? • What is “the Backyard”? – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  18. 18. Advertising / Messaging
  19. 19. Users Get It “I understand that • They know marketing businesses need to advertise… Nothing is free. revenue is necessary to That‘s how the sites pay for keep sites free for members upkeep and employees.” “It could be a thread that is paid for by the company to help raise revenue for the • They’re willing to suggest site or it could be a thread ways to do it and improve it. that is not associated with anything...”
  20. 20. Contrary to Stereotype, Ads are OK. • Users want to “opt in” to your ads and messages through actions “I can read it and follow a link if I wish, or choose to ignore it. ” • They don’t feel limited by traditional ads, so marketers shouldn’t either. – Use the format of the network to communicate with users
  21. 21. But Not All Ads are OK. • They shouldn’t interfere with user interactions. – Pop-ups, interstitials and roadblocks are examples. “If it correlates to the purpose of the site, I actually enjoy seeing products/services that I may not have been exposed to otherwise.”
  22. 22. There’s a Welcome Mat. Come In! • They want you to be part of the group… not just your messages. • They want you to bring something of value, rather than just your stuff. • Outsiders are welcomed… until they’re not!
  23. 23. R-E-S-P-E-C-T • Transparency is the first key to gaining respect. “I want to know if I’m responding to a post by Company A or Company B rather than one by an individual acting on her own.” • They want straightforward answers, even when they’re not “good news.” • Privacy.
  24. 24. Relevant and Useful Information • Providing relevant and useful information is vital to building relationships. – Product info at the right time “Yes, if used correctly, social media can be a great way to interact with customers. The trick is, you do not want to come across like you are trying to sell something. ”
  25. 25. Emotion “Get back to the heart of a message. Touch a persons heart strings or genuinely make them laugh. “ “I think that in using social media… companies need to become personal (friends) with the consumer.” ”It really helps if you make them feel like they are your friend.”
  26. 26. Ways to Succeed
  27. 27. “Think Global, Act Local” • Users want things that can impact their lives. – Be actionable • Where possible, create events and ambassadors.
  28. 28. Treat Them Like Friends and Family • Make the participants feel exclusive whenever possible • Discounts, new product trials, coupons are never a bad thing
  29. 29. Summary
  30. 30. Summary • Members understand the need and want companies to interact with them within social networks... but on their terms! • Marketers ARE welcome (under those conditions) • Users are there to create relationships; follow that lead. • Opportunity exists to learn, engage, and succeed.
  31. 31. Q&A
  32. 32. The Truth Behind the Words: What People REALLY Want from Marketers in Social Networks Rich Ullman June 30, 2009 rich@ripple6.com

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