Inbound Marketing Summit

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Listenting and Engaging with Consumers in Social Networks.
4/28/2009.

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Inbound Marketing Summit

  1. 1. Listening and Engaging with Consumers in Social Networks Rich Ullman April 28, 2009 rich@ripple6.com
  2. 2. Ripple6 puts brands into communities. Go to where your Talk with people. customers live.
  3. 3. Social Media Marketing Model (A-I-M) Analytics Insights Marketing
  4. 4. 7 Tips
  5. 5. 1. Who’s the Better Marketer? vs.
  6. 6. 1. Who’s the Better Marketer? X vs.
  7. 7. “Our job is simple. “Cheerleader-in-Chief” Just be open, be honest, be real, be clear, and have fun.”
  8. 8. #7 Understand that People are People Best Practice #1 Be Relevant. Authentic. Transparent. Responsive.
  9. 9. 2. Which Doesn’t Belong and Why?
  10. 10. 2. Which Doesn’t Belong and Why? X
  11. 11. #7 Understand that People are People Best Practice #2 Have Appropriate Success Measures.
  12. 12. P&G: Success Measures & The Salon Objective • Measure the flow of word-of- mouth messages to understand its correlation with purchase intent. Execution • Community of users • Ripple Analytics Measures • Relationships • Participation • Conversations • Flow of messages • WOM influence on purchases
  13. 13. 3. Guess Who.
  14. 14. #7 Understand that People are People Best Practice #3 Beware of Means. Beware of Extremes.
  15. 15. Questions?
  16. 16. #7 Understand that People are People Best Practice #4 Allow for Feedback and Response from the People You’re Talking With.
  17. 17. 5. Which Kid Do I Love More?
  18. 18. Hate This.
  19. 19. Hate This.
  20. 20. “Uh-oh”
  21. 21. #5 Pay Attention to the Creepiness Factor Best Practice #5 Pay Attention To The Creepiness Factor.
  22. 22. #5 Pay Attention to the Creepiness Factor Best Practice #6 Choose the right mode of listening.
  23. 23. 7. Guess Who. Part II.
  24. 24. Heather McNamara
  25. 25. “She wasn’t just a patient… It was about Heather…”
  26. 26. #7 Understand that People are People Best Practice #7 Understand that People Are People.
  27. 27. 8. Whoops!
  28. 28. #7 Understand that People are People Best Practice #8 Understand the Technology.
  29. 29. Where are we now?
  30. 30. Michael Jackson’s Backyard
  31. 31. That’s Not a Backyard.
  32. 32. #5 Pay Attention to the Creepiness Factor Best Practice #9 Engage People In Their Backyard.
  33. 33. Grape nuts
  34. 34. The audience wants to talk with you. “I have no problem being notified by email, but I think it would be best to reach all members on the Home Page it is the first place I go when online!”
  35. 35. Summary • Go there. • Talk with them. • Thank you.
  36. 36. Thank You. Rich Ullman rich@ripple6.com

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