Connecting Conversation to Monetization -- Inbound Marketing Summit

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October 7, 2009. Presentation at Inbound Marketing Summit- Boston, "Connecting Conversation to Monetization." It covers how the tools have changed some, but the necessary marketing strategy should not.

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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
  • Connecting Conversation to Monetization -- Inbound Marketing Summit

    1. 1. Social Networks:Connecting Conversation to Monetization<br />Rich Ullman <br />October 7, 2009<br />rich@ripple6.com<br />
    2. 2. Who is Ripple6?<br />Founded 2006<br />Part of Gannett Digital, along with companies like Pointroll and ShopLocal<br />Social Platform<br />Connections in Social Networks<br />Strategic Innovation Partner<br />Partners include<br />Procter & Gamble<br />Gannett <br />Meredith<br />Unilever<br />
    3. 3. September 21, 2009<br />#adweek<br />“More change in ad business in last 9 months than in last 9 years.”<br />
    4. 4. Which Doesn’t Belong… and Why?<br />
    5. 5. September 21, 2009<br />“Mastering the art of the continuous campaign.”<br />
    6. 6. September 14, 2009<br />NBC&apos;s new &quot;The Jay Leno Show&quot; is the oldest thing in TV - a comedy-variety show, with a funnyman, a stage, guests and in-show ads.<br />
    7. 7. November 19, 195?<br />“… to the comfort of Your home.”<br />
    8. 8. Which Doesn’t Belong… and Why?<br />
    9. 9. Farmer Ted<br />
    10. 10. October 5, 2009<br />$17million - 25 million<br />
    11. 11. October 7, 2009<br />
    12. 12. So What Works in the Future?<br />Low Investment, High Return<br />Well-Connected<br />Highly Collaborative<br />Comfortable<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />Marketing Strategy<br />
    13. 13. Why Do They Talk About it So Much?<br />
    14. 14. George Mallory: Media Visionary <br />“Because it’s there.”<br />b. 1886<br />d. 1924<br />
    15. 15. Create Ways for Marketers to Participate<br />December 2008<br />“No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks.<br />And advertising is not the only way for marketers to participate in social networks.”<br />
    16. 16. Create A Model That Will Work for Marketers<br />“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.”<br />March 2009<br />
    17. 17. The Model…<br />For Publishers<br />
    18. 18. The Backyard – A New Environment<br />Where Users Can: <br /><ul><li>Go regularly
    19. 19. Have rich profiles
    20. 20. Have trusted networks
    21. 21. Share information through those networks.</li></ul>Where Publishers can:<br /><ul><li>Create Affinity Networks
    22. 22. Create the right context for Brands</li></ul>Where Brands Can Participate and Talk with Your Audience<br />
    23. 23. People, conversations,<br />connections<br />Anonymous hits<br />The Backyard – Transform Communication<br />
    24. 24. People, conversations,<br />connections<br />Unlock the Value<br /><ul><li>Increase Engagement
    25. 25. IncreaseAudienceValue
    26. 26. New Revenue Models</li></ul>The Backyard – Transform Your Opportunity<br />
    27. 27. The Backyard – Transform Your Opportunity<br />December 2008<br />People, conversations,<br />connections<br />Unlock the Value<br />““No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks.<br />And advertising is not the only way for marketers to participate in social networks.”<br /><ul><li>Increase Engagement
    28. 28. IncreaseAudienceValue
    29. 29. New Revenue Models</li></ul>“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.”<br />
    30. 30. Incredibly Powerful Backyard: Gannett <br />MomsLikeMe.com<br />Nationwide network of 80 local social networks <br />Content is local, timely personal, and relevant to users<br />Users create content, groups and discussions<br />
    31. 31. Incredibly Powerful Backyard: Meredith<br />MixingBowl.com<br /><ul><li>A social cookbook
    32. 32. Cooks connect, discuss and share recipes
    33. 33. Relevant vertical content discussionsfor marketers to join.</li></li></ul><li>Publisher Tools to Unlock Audience Value<br />Social Analytics<br />Public Communities<br />Private Insight<br />Communities<br />Tools that complement current ad modelsand are built upon listening and engaging.<br />
    34. 34. The Model…<br />For Marketers<br />
    35. 35. So What Works in the Future?<br />Low Investment, High Return<br />Well-Connected<br />Highly Collaborative<br />Comfortable<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />Marketing Strategy<br />
    36. 36. Your Brand Positioning<br />
    37. 37. The Web Site Redefined: Social<br />Connected to Home Site<br />
    38. 38. What is Ripple6 OnDemand?<br />Quickly integrates community function to your current site<br />Full functions of Ripple6 platform<br />Engagement<br />All community tools<br />Audience Value<br />Ripple Analytics<br />Monetization<br />Social Insights<br />Brand Community<br />Launch in as little as 24 Hours<br />
    39. 39. The Micro Site Redefined: Social<br />Connected to Home Site<br />
    40. 40. The Syndicated Micro Site<br />Brand asset that is connected to brand’s site, connected anywhere on the web<br />Connected to Home Site<br />Brand Community<br />Community Syndication<br />INTERNET<br />Blogs & Profiles<br />Any website<br />
    41. 41. Social Ads – Your Community Anywhere<br />REALLY Rich MediaEngagement<br />300x250 IAB unit<br />
    42. 42. One Social Platform – Deployed Everywhere<br />Brand asset that is connected to brand’s site, connected anywhere on the web<br />Connected to Home Site<br />Brand Community<br />Community Syndication<br />INTERNET<br />Blogs & Profiles<br />Any website<br />
    43. 43. So What Works in the Future?<br />Low Investment, High Return<br />Well-Connected<br />Highly Collaborative<br />Comfortable<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />X<br />Marketing Strategy<br />
    44. 44. Thank You.<br />Rich Ullman <br />October 7, 2009<br />rich@ripple6.com<br />

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