Ripple6 Omma Social Hub Final

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My Presentation at OMMA Social, January 26, 2010

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Ripple6 Omma Social Hub Final

  1. 1. Building A Comprehensive Social Marketing Strategy<br />January 26, 2010 <br />Rich Ullman<br />rich@ripple6.com<br />
  2. 2. Which Doesn’t Belong, and Why?<br />
  3. 3. Arnold and Scott Brown<br />
  4. 4. It’s about scale.<br />Size Doesn’t Matter <br />“I would argue social networks and digital media are scale at play…”<br />Scale<br />Ubiquity<br />The Little Guy<br />Presence<br />http://adage.com/article?article_id=141536<br />
  5. 5. Which Doesn’t Belong, and Why?<br />
  6. 6. Thomas Friedman and President Obama<br />
  7. 7. It’s About Inspiring the Audience<br />“More (Steve) Jobs Jobs Jobs Jobs”<br />“Conjuring Up Buzz Without a Word”<br />
  8. 8. Which Doesn’t Belong, and Why?<br />
  9. 9. It’s About Fragmentation Targeting<br />
  10. 10. The Children of Cyberspace<br />“People two, three or four years apart are having completely different experiences with technology. College students scratch their heads at what their high school siblings are doing, and they scratch their heads at their younger siblings. It has sped up generational differences.”<br />Lee RainieDirector of the Pew Internet Project<br />http://www.nytimes.com/2010/01/10/weekinreview/10stone.html<br />
  11. 11. What will be their expectations?<br />January 19, 2010<br />Source: Business Insider, Silicon Alley Insider<br />
  12. 12. Checkpoint<br /> Scaling Tactics into Strategy<br /> Inspiring Your Audience<br />Fragmentation Targeting<br /> Expectations<br />
  13. 13.
  14. 14. Who is Ripple6?<br />Founded 2006<br />Gannett Digital Company (as of 11/08)<br />Point Roll<br />ShopLocal<br />USA Today<br />HighSchoolSports.net<br />BNQT<br />Social Platform + Strategic Innovation Partner<br />Partners include Procter & Gamble, Gannett , Meredith, Unilever<br />
  15. 15. Obligatory Statistics<br />
  16. 16. What Are Consumers Saying About Social? <br />89%believe a company should be present and interact with consumers to solve problems and solicit feedback<br />72% feel a stronger connection with and better served by companies whom they interact with in social media<br />74%have a more positive image of a brand having a presence in new media<br />Source: 2009 Cone Consumer New Media Study<br />
  17. 17. What Are Consumers Doing About Social? <br />1 of every 6 minutes spent online in social networks<br />Time spent in social nets growing 3x faster than any other segment<br />69% of social network users have said something about a company or brand<br />Source: Nielsen Online; August 2009. Anderson Analytics / eMarketer: July 2009<br />
  18. 18. Forrester: The Trillion Dollar Marketplace<br />Half of all retail sales to be influenced by the Internet<br />*Forrester Research, US Online Retail Forecast<br />
  19. 19. CMO Survey: 81% Use for Brand Awareness<br />Source: Christina Moorman, Duke University: The CMO Survey<br />
  20. 20. Tactics Abound<br />
  21. 21. #1 Barrier: Where to Begin<br />Source: 2009 Marketing Industry Trends Report<br />July 26, 2009 by Equation Research<br />
  22. 22. “The 7 C’s of Social Marketing”What Do I Do?<br />Rich Ullman<br />Chris Andrew<br />
  23. 23. Welcome to Tomorrow.<br />Campaigns<br />Collaboration<br />Clicks<br />Conversations<br />Community<br />Creativity<br />Connected<br />
  24. 24. “Campaigns” in Social:<br />vs<br />
  25. 25. Campaigns are Dead.<br />“Mastering the art of the continuous campaign.”<br />
  26. 26. Collaboration Wins.<br />“I’d like to teach the world to sing?”<br />
  27. 27. Clicks? No.<br />“Measurement?Yes!!!<br />http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html<br />
  28. 28. Be a Curator of Conversations<br />28<br />
  29. 29. Conversations Can Go Deep.<br /><ul><li>4 week qualitative study
  30. 30. Embedded in a social network.
  31. 31. 94 moms
  32. 32. 70 topics</li></li></ul><li>Communities take it personally.<br />Curate stories.<br />Provide support.<br />
  33. 33. Creativity looks like content.<br />Easy Entertaining<br />vs. Coffee Machine.<br />“I just looked into this more, and wow wow wow- it&apos;s more than just a coffee machine - oo la la!”<br />
  34. 34. Connect It.<br />
  35. 35. A Comprehensive Social Marketing Strategy<br />
  36. 36. A Comprehensive Social Marketing Strategy<br />
  37. 37. A Comprehensive Social Marketing Strategy<br />
  38. 38. A Comprehensive Social Marketing Strategy<br />
  39. 39. The Social Hub Brings Everything Together<br />
  40. 40. How it Works<br />
  41. 41. The Social Hub<br />Platform<br />Analytics<br />Core <br />Community<br />Insights<br /><ul><li>Full featured rich platform designed for engagement
  42. 42. Robust social analytics
  43. 43. Core connected community
  44. 44. Deep social insights</li></li></ul><li>Example: Social Hub<br />
  45. 45. Embedded into Affinity Social Networks<br /><ul><li>Product: Brand Communities
  46. 46. Where consumers actively seek opinions about products
  47. 47. Filled with “trusted” people with like interests
  48. 48. A place to “cultivate” your community</li></ul>Ripple6 Partner Sites<br />
  49. 49. Example: Brand Community<br />
  50. 50. It Easily Connects to Your Site<br /><ul><li>This “best in class” community can be connected to your site
  51. 51. Instantly makes your home site social
  52. 52. Easy to implement througha simple widget </li></li></ul><li>Example<br />LUVs Great Starts Babies & Toddlers<br />What makes your baby laugh?<br />By Mom123<br />---------------------------------<br />Do you post videos of your child on YouTube?<br />By SarahSmile<br />---------------------------------<br />First visit to dentist?<br />By CherishedMom<br />---------------------------------<br />
  53. 53. Integrate with Pure Play Social Networks<br />Luvs Community<br /><ul><li>Bridge conversations between your community and pure-play social networks:
  54. 54. Facebook Connect
  55. 55. Facebook Fan Page Widget
  56. 56. Facebook App
  57. 57. Twitter Widget
  58. 58. Brings conversations from affinity sites to your Facebook Fan Page</li></li></ul><li>Example: Facebook App<br />Luvs Community<br />
  59. 59. Embedded in Your Online Advertising<br /><ul><li>The incubated conversations can now be plugged into Social Ads
  60. 60. Brings the community wherever your consumers are
  61. 61. Integrates the content and consumers in your community into a media buying plan</li></li></ul><li>Example: Luvs Social Ad<br />
  62. 62. The Social Hub Brings Everything Together<br />Luvs Community<br />
  63. 63. Social Hub Benefits<br />Scalable<br />Connected<br />Comprehensive<br />Asset<br />
  64. 64. Summary<br /> Scaling Tactics into Strategy<br /> Inspiring Your Audience<br />Fragmentation Targeting<br /> Expectations<br />Create Scale Build Around You.<br />Inspire by Following the 7 C’s<br />Connect Your Efforts.<br />Create an Asset.<br />
  65. 65. Thank You.<br />Rich Ullman<br />rich@ripple6.com<br />

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