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Ripple6 Omma Social Hub Final

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My Presentation at OMMA Social, January 26, 2010

My Presentation at OMMA Social, January 26, 2010

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Ripple6 Omma Social Hub Final Presentation Transcript

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