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Combining the Power of Social Media with Online Advertising


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You will learn about solutions and technology that create meaningful and measurable connections in social networks and how to extend your brand positioning into social advertising. These solutions can help you create self-sustaining assets that scale and connect across the web. You’ll see how to invest in relationships with people who can return again and again – not just to engage with you, but with people who share passion for your brand.

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Combining the Power of Social Media with Online Advertising

  1. 1. Combining the Power of Social Media with Online Advertising<br />The Ripple6 Social Networking Platform<br />October 28, 2009 <br />Rich<br />
  2. 2. Agenda<br />Introduction<br />Social Media Landscape<br />Online Advertising<br />Social Strategy<br />Social Solutions -- The Social Hub<br />Q&A<br />
  3. 3. About Ripple6<br />Founded 2006<br />Social Media Software Platform<br />Strategic Innovation Partner <br />Financially Stable: A wholly-owned, independently operated subsidiary of Gannett Co., Inc.<br />Notable Fortune 500 Partners:<br />Procter & Gamble, Gannett, Meredith, General Mills, Unilever, Post Cereals<br />Experienced Management Team:<br />Net Perceptions (Amazon), McKinsey, SPSS, Microsoft,, Double-Click<br />
  4. 4. Social Media Landscape<br />
  5. 5. Social Nets: More Time and Less Clicks<br />People are spending more time on social nets<br />People in social networks aren’t clicking on ads<br />1 in 6 minutes<br />57% vs. 79%<br />And time spent continues to grow<br />3x faster<br />Source: Nielsen Online; IDC.<br />
  6. 6. The Audience Returns; They are Engaged<br />54% Log into their community at least once a day<br />71% Say their community is very or extremely important to them<br />56% Meet their online counterparts in person<br />55% Feel as strongly about their online communities as they do about their real-world communities<br />Source: e-Marketer; USC Annenberg School Center for the Digital Future, &quot;The 2008<br />Digital Future Project-Year Seven&quot; <br />
  7. 7. Comfortable Users Talk Daily.<br />
  8. 8. Do Users Want to Talk to Marketers? 2009<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<br />Source: 2009 Cone Business in Social Media Study, conducted September 2009 by Opinion Research Corporation <br />
  9. 9. Online Advertising<br />A (Very) Brief Timeline<br />
  10. 10. September 2009: Advertising Week<br />#adweek<br />“More change in ad business in last 9 months than in last 9 years.”<br />
  11. 11. October 2009: This Week<br />15th Anniversary of the first Web Advertising.<br />1994<br />
  12. 12. October 1994: How to Connect<br />Click here… go to where?<br />What kind of Volvo would you be interested in?<br />Static GIF’s<br />476x60 (pre-IAB)<br />Click Through<br />
  13. 13. Your Web Site<br />Connections<br />1994<br />Static Banner Ads<br />October 1994: State of the Art<br />
  14. 14. “…consumers can interact with an ad just as rich and full-featured as a complete web site, without leaving the site and content they were already browsing.”<br />RichMediaAds<br />1994<br />2001<br />Static Banner Ads<br />January 2001: Rich Media Emerges<br />
  15. 15. January 2001: Rich Media Emerges<br />We define rich media as the use (or combination) of video, voice, data, and other technologies…to create an otherwise unattainable user experience… It adds the dimensions of context and personalization to provide relevance that cannot be matched by other communications or broadcast media… we expect that rich media will significantly add to the user experience and, therefore, will be the Internet&apos;s next &quot;killer app.&quot;<br />
  16. 16. Your Web Site<br />Connections<br />Context<br />Creativity<br />Analytics & Insight<br />RichMediaAds<br />1994<br />2001<br />Static Banner Ads<br />a<br />January 2001: Rich Media Emerges<br />
  17. 17. Today: Now What?<br />“More change in ad business in last 9 months than in last 9 years.”<br />?<br />1994<br />2001<br />Today<br />
  18. 18. Today: Now What?<br />?<br />1994<br />2001<br />Today<br />
  19. 19. Social Strategies<br />
  20. 20. 1. A Different Kind of Creativity<br />“… invite her to contribute her own thoughts.”<br />“… there has to be a way to make your message less like advertising and more like content.”<br />
  21. 21. 2. It’s About Collaboration<br />“Mastering the art of the continuous campaign.”<br />Marketer of the Year<br />
  22. 22. 3. “Engaged Communities Matter”<br />“We must let the conversations take place.”<br />“Advertising was 2008. 2009 and beyond is about Communities and Connections.” <br />“If you build it…”<br />“Curate…”<br />
  23. 23. What Now?<br />Conversations<br />Connections<br />Curators of Content<br />Well-Connected<br />Collaborative<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />SocialStrategy<br />
  24. 24. Ripple6 Solution(s)<br />
  25. 25. Advertising that is Social<br />300x250 IAB unit<br />
  26. 26. Rich Media Ads that extend relationships<br />
  27. 27. Rich Media Ads that extend conversations<br />
  28. 28. Rich Media Ads that extend connections<br />
  29. 29. Connected to You Web site<br />Your Web Site<br />a<br />
  30. 30. Ripple6 OnDemand: A Social Hub<br />Your Web Site<br />a<br />
  31. 31. What is Ripple6 OnDemand?<br />Quickly integrates community function to your current site<br />Full functions of Ripple6 platform<br />Engagement<br />All community tools<br />Audience Value<br />Ripple Analytics<br />Social Insights<br />Brand Community<br />Low cost; Launches quickly<br />
  32. 32. Syndicate to Affinity-based Communities<br />Your Web Site<br />a<br />
  33. 33. Ripple6 Brand Communities<br />They resonate<br />Users Return 75% of the time<br />Users engage and stay longer<br />High page views per visitor<br />Users have a voice and choose to provide content<br />Purchase intent and product usage increases<br />
  34. 34. Utilize Facebook Connect<br />Your Web Site<br />a<br />
  35. 35. Your Social Position Can Be Everywhere<br />Your Web Site<br />a<br />a<br />
  36. 36. In Conclusion<br />Change is Happening Fast<br />Position Yourself Socially - Curate Content<br />Make Your Advertising Social<br />It Must Scale Across the Web<br />It Should Inspire Word of Mouth<br />It Should Provide Insights<br />
  37. 37. Q & A<br /> <br />
  38. 38. Combining the Power of Social Media with Online Advertising<br />October 28, 2009 <br />