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Are You in Need of A Comprehensive Social Media Strategy?


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Marketers must find ways to manage, improve, and scale their social media strategy beyond Facebook and Twitter. Engaging with customers through social networks is becoming a vital part in any companies’ brand marketing strategy, but there are high demands of time and resources, plus difficulties measuring return on investment. In this session, you’ll learn how to create a Social Hub, around which you can better control your efforts. We’ll discuss ways to improve efficiencies in your social marketing and provide answers to numerous questions, including how to scale your social media strategy across the Internet; manage multiple social marketing efforts; and put user generated content to work for you, by building and leveraging advocates.

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Are You in Need of A Comprehensive Social Media Strategy?

  1. 1. The Social Hub: A Comprehensive Social Media Strategy<br />January 20, 2010 <br /> Rich Ullman Kailei Richardson<br /><br />
  2. 2. Agenda<br />Introduction<br />Why Should Brands Care?<br />What to Do?<br />Elements of a Comprehensive Social Strategy<br />How It Works<br />The Social Hub<br />Q&A<br />
  3. 3. Who is Ripple6?<br />Founded 2006<br />A wholly-owned, independently operated subsidiary of Gannett. Co., Inc. (as of 11/2008)<br />Sister Companies – Point Roll, ShopLocal, USA Today,, BNQT<br />Social Platform; Strategic Innovation Partner<br />Partners include Procter & Gamble, Gannett , Meredith, Unilever<br />
  4. 4. Why Should Brands Care About Social?<br />Size Doesn’t Matter <br />“I would argue social networks and digital media are scale at play…”<br />The Consumer is Boss.<br />“… learning… listening… observing… living with them.<br />Image Source: The Financial Times;<br />
  5. 5. 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 />
  6. 6. 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 />
  7. 7. 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 />
  8. 8. 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 /><br />
  9. 9. What will be their expectations?<br />January 19, 2010<br />Source: Business Insider, Silicon Alley Insider<br />
  10. 10. CMO Survey: 81% Use for Brand Awareness<br />Source: Christina Moorman, Duke University: The CMO Survey<br />
  11. 11. Tactics Abound<br />
  12. 12. #1 Barrier: Where to Begin<br />Source: 2009 Marketing Industry Trends Report<br />July 26, 2009 by Equation Research<br />
  13. 13. “The 7 C’s of Social Marketing”What Do I Do?<br />Chris Andrew<br />Rich Ullman<br />
  14. 14. Welcome to Tomorrow.<br />Campaigns<br />Collaboration<br />Clicks<br />Conversations<br />Community<br />Creativity<br />Connected<br />
  15. 15. “Campaigns” in Social:<br />vs<br />
  16. 16. Campaigns are Dead.<br />“Mastering the art of the continuous campaign.”<br />
  17. 17. Collaboration Wins.<br />“I’d like to teach the world to sing?”<br />
  18. 18. Clicks? No.<br />“Measurement?Yes!!!<br /><br />
  19. 19. Conversations Can Go Deep.<br /><ul><li>4 week qualitative study
  20. 20. Embedded in a social network.
  21. 21. 94 moms
  22. 22. 70 topics</li></li></ul><li>Be a Curator of Conversations<br />20<br />
  23. 23. Communities take it personally.<br />Curate stories.<br />Provide support.<br />
  24. 24. 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 />
  25. 25. 23<br />Creativity-sometimes KISS<br />
  26. 26. Connect It.<br />Text<br />Your Site<br />Affinity Social Networks<br />The Web<br />Pure Play Social Nets<br />You and Your Strategy<br />
  27. 27. Connect It.<br />Create Scale<br />Engage in Their Backyard<br />Leverage Consumer Dialogue<br />Building Continuous Campaigns<br />
  28. 28. The Social Hub<br />Creating and Deploying<br />a Comprehensive Social Marketing Strategy<br />
  29. 29. A Comprehensive Social Marketing Strategy<br />
  30. 30. A Comprehensive Social Marketing Strategy<br />
  31. 31. A Comprehensive Social Marketing Strategy<br />
  32. 32. A Comprehensive Social Marketing Strategy<br />
  33. 33. The Social Hub Brings Everything Together<br />
  34. 34. How it Works<br />
  35. 35. The Social Hub<br />Platform<br />Analytics<br />Core <br />Community<br />Insights<br /><ul><li>Full featured rich platform designed for engagement
  36. 36. Robust social analytics
  37. 37. Core connected community
  38. 38. Deep social insights</li></li></ul><li>Example: Social Hub<br />
  39. 39. The Social Hub can be Embedded into Affinity Social Networks<br /><ul><li>Product: Brand Communities
  40. 40. Where consumers actively seek opinions about products
  41. 41. Filled with “trusted” people with like interests
  42. 42. A place to “cultivate” your community</li></ul>Ripple6 Partner Sites<br />
  43. 43. Example: Brand Community on<br />
  44. 44. It Easily Connects to Your Site<br /><ul><li>This “best in class” community can be connected to your site
  45. 45. Instantly makes your home site social
  46. 46. 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 />
  47. 47. Integrate with Pure Play Social Networks<br />Luvs Community<br /><ul><li>Bridge conversations between your community and pure-play social networks:
  48. 48. Facebook Connect
  49. 49. Facebook Fan Page Widget
  50. 50. Facebook App
  51. 51. Twitter Widget
  52. 52. Brings conversations from affinity sites to your Facebook Fan Page</li></li></ul><li>Example: Facebook App<br />Luvs Community<br />
  53. 53. Embedded in Your Online Advertising<br /><ul><li>The incubated conversations can now be plugged into Social Ads
  54. 54. Brings the community wherever your consumers are
  55. 55. Integrates the content and consumers in your community into a media buying plan</li></li></ul><li>Example: Luvs Social Ad<br />
  56. 56. The Social Hub Brings Everything Together<br />Luvs Community<br />
  57. 57. Social Hub Benefits<br />Scalable<br />Connected<br />Comprehensive<br />Asset<br />
  58. 58. Summary<br />Consumers and Scale<br />Your Presence is Requested<br />Rapidly Changing Expectations<br />The Seven C’s<br />Positioning Centered on You<br />
  59. 59. Questions?<br /> <br />
  60. 60. The Social Hub: A Comprehensive Social Media Strategy<br />January 20, 2010 <br /> Rich Ullman Kailei Richardson<br /><br />