Connecting Conversation to Monetization -- Inbound Marketing Summit

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    Ripple6 is for companies interested in creating meaningful and measurable connections with people in social networks .Ripple6 provides a full suite of social media solutions that drive measureable results against business goals.The Ripple6 solution enables companies to connect with consumers to develop conversations and relationships in and across social networks.Ripple6 helps marketers run accountable social marketing programs. Communities?

    I don’t know who.9 years ago:Yahoo was still king.No Facebook. No myspace. Not even Blogs.Yankees were about to win the World Series for the 3rd time.In a minute back to the last 9 months.

    Not about lower cost model… but production is part of it.Lower friction. Get in get out.Integrated Marketing opportunities.CONVERSATION.COLLABORATIVE.USER-GENERATED CONTENT – KANYE WEST.I CAN SEE A TOWN HALL.Stretch this metaphor back through Johnny Carson all the way to Jack Benny, Uncle Miltie and Radio.

    According to eMarketer….More than 25% of Millenials (14-25) discuss social networks daily or near dailyMillenials and Generation X (14-42) talked 3x more than their Boomer and Mature counterparts about topics such as social networks, websites, newspapers, books, ads, magazines, video games and virtual worlds.

    Let’s think about this as the place that it is.It sets a stage for marketers to actually engage in relevant social networks and for the audience to welcome them.

    This is not about pages viewed; its about time spent.It’s about creating measurements that come in social metrics– not web metrics.

    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.”“As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”

    Meredith created a new brand to connect home cooks worldwideFacebook Connect allows users to spread content beyond community wallsMixingBowl, the magazine, now appears on newstands, reversing the publishing model and bring online activity offline to new audiences

    Private Insights GroupsPrimary ResearchOngoing discussionsListen and Engage OpportunisticallyLots of conversationsLots of Social Data

    This is what you have. As a marketer, you still need to communicate your positioning, and you most likely have a web site and a presence. It’s what you would have built 9 years ago, or even 9 months ago… but is likely not going to satisfy your needs in the new social world.What you build for the social web is something different.

    You need to be social in this environment and you need to build something – quickly – that can allow you to transform what you do in this social environment. Your web site will need a community component and we can build that for you – quickly, and to your standard. It’s called Ripple6 OnDemand.

    Think of this new community site in the same way that you would have considered micro-sites. HOWEVER, this solution is Social --- it will allow you to engageScalable – can evolve again and again over timeConnected – it can be syndicated across the web.It’s an asset. The investment you make in getting it up and running will be an investment in relationships with people who can return again and again – not just to engage with you, but with people who share passion for your brand – or more likely the benefits your brand brings to their life.

    And you don’t want this community to sit only in your backyard – you want it to sit in theirs. You want the ability to syndicate that conversation to other sites where they’ll find these people. You’ll want it to include Facebook Connect and other features that connect you to these people and connect them to each other around your brand.You’ll want it to be available to them as easily as possible.

    We can empower your ability to take your positioning – SOCIALLY – anywhere on the Web with ads that are not pushing messages at people – they’re inviting people into the conversation.

    A scalable social platform that can connect you across the internetSelf sustaining brand owned communities THATConsumers love, visit, spend time in, come back to, and welcome the brands participationSelf sustaining without continued media spendProvides 24x7 insights on your brand, your competitors, consumers needsNurtures and showcases brand advocates and their testimonialsPlatform for other digital campaigns

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    Connecting Conversation to Monetization -- Inbound Marketing Summit - Presentation Transcript

    1. Social Networks:Connecting Conversation to Monetization
      Rich Ullman
      October 7, 2009
      rich@ripple6.com
    2. Who is Ripple6?
      Founded 2006
      Part of Gannett Digital, along with companies like Pointroll and ShopLocal
      Social Platform
      Connections in Social Networks
      Strategic Innovation Partner
      Partners include
      Procter & Gamble
      Gannett
      Meredith
      Unilever
    3. September 21, 2009
      #adweek
      “More change in ad business in last 9 months than in last 9 years.”
    4. Which Doesn’t Belong… and Why?
    5. September 21, 2009
      “Mastering the art of the continuous campaign.”
    6. September 14, 2009
      NBC's new "The Jay Leno Show" is the oldest thing in TV - a comedy-variety show, with a funnyman, a stage, guests and in-show ads.
    7. November 19, 195?
      “… to the comfort of Your home.”
    8. Which Doesn’t Belong… and Why?
    9. Farmer Ted
    10. October 5, 2009
      $17million - 25 million
    11. October 7, 2009
    12. So What Works in the Future?
      Low Investment, High Return
      Well-Connected
      Highly Collaborative
      Comfortable
      Self-sustaining
      Asset Creating
      Word of mouth inspiring
      Insight-generating
      Marketing Strategy
    13. Why Do They Talk About it So Much?
    14. George Mallory: Media Visionary
      “Because it’s there.”
      b. 1886
      d. 1924
    15. Create Ways for Marketers to Participate
      December 2008
      “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.”
    16. Create A Model That Will Work for Marketers
      “As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”
      March 2009
    17. The Model…
      For Publishers
    18. The Backyard – A New Environment
      Where Users Can:
      • Go regularly
      • Have rich profiles
      • Have trusted networks
      • Share information through those networks.
      Where Publishers can:
      • Create Affinity Networks
      • Create the right context for Brands
      Where Brands Can Participate and Talk with Your Audience
    19. People, conversations,
      connections
      Anonymous hits
      The Backyard – Transform Communication
    20. People, conversations,
      connections
      Unlock the Value
      • Increase Engagement
      • IncreaseAudienceValue
      • New Revenue Models
      The Backyard – Transform Your Opportunity
    21. The Backyard – Transform Your Opportunity
      December 2008
      People, conversations,
      connections
      Unlock the Value
      ““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.”
      • Increase Engagement
      • IncreaseAudienceValue
      • New Revenue Models
      “As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”
    22. Incredibly Powerful Backyard: 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
    23. Incredibly Powerful Backyard: Meredith
      MixingBowl.com
      • A social cookbook
      • Cooks connect, discuss and share recipes
      • Relevant vertical content discussionsfor marketers to join.
    24. Publisher Tools to Unlock Audience Value
      Social Analytics
      Public Communities
      Private Insight
      Communities
      Tools that complement current ad modelsand are built upon listening and engaging.
    25. The Model…
      For Marketers
    26. So What Works in the Future?
      Low Investment, High Return
      Well-Connected
      Highly Collaborative
      Comfortable
      Self-sustaining
      Asset Creating
      Word of mouth inspiring
      Insight-generating
      Marketing Strategy
    27. Your Brand Positioning
    28. The Web Site Redefined: Social
      Connected to Home Site
    29. What is 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
      Launch in as little as 24 Hours
    30. The Micro Site Redefined: Social
      Connected to Home Site
    31. The Syndicated Micro Site
      Brand asset that is connected to brand’s site, connected anywhere on the web
      Connected to Home Site
      Brand Community
      Community Syndication
      INTERNET
      Blogs & Profiles
      Any website
    32. Social Ads – Your Community Anywhere
      REALLY Rich MediaEngagement
      300x250 IAB unit
    33. One Social Platform – Deployed Everywhere
      Brand asset that is connected to brand’s site, connected anywhere on the web
      Connected to Home Site
      Brand Community
      Community Syndication
      INTERNET
      Blogs & Profiles
      Any website
    34. So What Works in the Future?
      Low Investment, High Return
      Well-Connected
      Highly Collaborative
      Comfortable
      Self-sustaining
      Asset Creating
      Word of mouth inspiring
      Insight-generating
      X
      Marketing Strategy
    35. Thank You.
      Rich Ullman
      October 7, 2009
      rich@ripple6.com
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