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.

1. The Truth Behind the Words:
What People REALLY Want from
Marketers in Social Networks
Rich Ullman
June 30, 2009
rich@ripple6.com

2. Agenda
• Introduction
• Why Interact?
• What is “the Backyard”?
– How and Why Does It Work?
– Examples
• What We’ve Learned
• Summary
• Q&A

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. Agenda
• Introduction
• Why Interact?
• What is “the Backyard”?
– How and Why Does It Work?
– Examples
• What We’ve Learned
• Summary
• Q&A

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. The Tide is Moving Quickly
3x faster
1 out of 11
57% vs. 79%
Source: Nielsen Online; IDC.

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. 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. Agenda
• Introduction
• Why Interact?
• What is “the Backyard?”
– How and Why Does It Work?
– Examples
• What We’ve Learned
• Summary
• Q&A

10. The Back Yard – Transformative Communication
Anonymous hits People, conversations,
connections

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. 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. 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. 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. 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. MomsLikeMe.com Research Group
• Ongoing panel with
346 participants
• Opt-in discussions
• 80 markets
• Since March 19th
– 90% attendance
– 61% active
participation

17. Agenda
• Introduction
• Why Interact?
• What is “the Backyard”?
– How and Why Does It Work?
– Examples
• What We’ve Learned
• Summary
• Q&A

18. Advertising / Messaging

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. 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. 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.”

23. 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!

24. 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.

25. 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. ”

26. 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.”

27. Ways to Succeed

28. “Think Global, Act Local”
• Users want things that can
impact their lives.
– Be actionable
• Where possible, create
events and ambassadors.

29. Treat Them Like Friends and Family
• Make the participants feel
exclusive whenever
possible
• Discounts, new product
trials, coupons are never a
bad thing

30. Summary

31. 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.

32. Q&A

33. The Truth Behind the Words:
What People REALLY Want from
Marketers in Social Networks
Rich Ullman
June 30, 2009
rich@ripple6.com