Listening and Engaging
with Consumers in Social Networks
Rich Ullman
April 28, 2009
rich@ripple6.com

Ripple6 puts brands into communities.
Go to where your Talk with people.
customers live.

Social Media Marketing Model (A-I-M)
Analytics
Insights
Marketing

7 Tips

1. Who’s the Better Marketer?
vs.

1. Who’s the Better Marketer?
X vs.

“Our job is simple.
“Cheerleader-in-Chief” Just be open, be
honest, be real, be
clear, and have fun.”

#7 Understand that People are People
Best Practice #1
Be Relevant.
Authentic.
Transparent.
Responsive.

2. Which Doesn’t Belong and Why?

2. Which Doesn’t Belong and Why?
X

#7 Understand that People are People
Best Practice #2
Have Appropriate
Success Measures.

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

3. Guess Who.

#7 Understand that People are People
Best Practice #3
Beware of Means.
Beware of Extremes.

Questions?

#7 Understand that People are People
Best Practice #4
Allow for Feedback and
Response from the People
You’re Talking With.

5. Which Kid Do I Love More?

Hate This.

Hate This.

“Uh-oh”

#5 Pay Attention to the Creepiness Factor
Best Practice #5
Pay Attention
To
The Creepiness Factor.

#5 Pay Attention to the Creepiness Factor
Best Practice #6
Choose the right mode of
listening.

7. Guess Who. Part II.

Heather McNamara

“She wasn’t just a patient…
It was about Heather…”

#7 Understand that People are People
Best Practice #7
Understand
that
People Are People.

8. Whoops!

#7 Understand that People are People
Best Practice #8
Understand
the Technology.

Where are we now?

Michael Jackson’s Backyard

That’s Not a Backyard.

#5 Pay Attention to the Creepiness Factor
Best Practice #9
Engage People
In
Their Backyard.

Grape nuts

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!”

Summary
• Go there.
• Talk with them.
• Thank you.

Thank You.
Rich Ullman
rich@ripple6.com