Ripple6 IMS Dallas Presentation

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Ripple6's presentation at IMS Dallas

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Ripple6 IMS Dallas Presentation

  1. 1. Best Practices for Brands Listening and Engaging with Consumers in Social Networks Chris Kieff May 27-28, 2009 [email_address]
  2. 2. Who is Ripple6? <ul><li>Founded 2006 </li></ul><ul><li>A wholly-owned subsidiary of Gannett Co., Inc. (as of 11/2008) </li></ul><ul><li>Social Media Software (Saas) </li></ul><ul><li>Strategic Innovation Partner </li></ul><ul><li>Partners include </li></ul><ul><ul><li>Procter & Gamble </li></ul></ul><ul><ul><li>Gannett </li></ul></ul><ul><ul><li>Meredith </li></ul></ul><ul><ul><li>Unilever </li></ul></ul>
  3. 3. Ripple6 puts brands into communities <ul><ul><li>Go to where customers live and integrate your brand in their social network for marketing and insights. </li></ul></ul><ul><ul><li>People want to talk with your brands, but they don’t want to be talked at . They’re oblivious to ‘traditional’ ads. </li></ul></ul>
  4. 4. 7 Tips
  5. 5. 1. Social Media Marketer vs.
  6. 6. 1. Social Media Marketer vs. X
  7. 7. “ Cheerleader-in-Chief” “ Our job is simple. Just be open, be honest, be real, be clear, and have fun.”
  8. 8. #7 Understand that People are People Tip #1 Be Relevant. Authentic. Transparent. Responsive.
  9. 10. 2. Which Doesn’t Belong and Why? 72,000 1,550,000 1,863,000
  10. 11. 2. Which Doesn’t Belong and Why? X
  11. 12. #7 Understand that People are People Tip #2 Have Appropriate Success Measures.
  12. 13. P&G: Success Measures & The Salon <ul><li>Objective </li></ul><ul><li>Measure the flow of word-of-mouth messages to understand its correlation with purchase intent. </li></ul><ul><li>Execution </li></ul><ul><li>Community of users </li></ul><ul><li>Ripple Analytics Measures </li></ul><ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Flow of messages </li></ul></ul><ul><li>WOM influence on purchases </li></ul>
  13. 14. 3. Guess Who.
  14. 15. 3. Guess Who. British zombie movie that cost $70 to make is set to become surprise hit at Cannes.
  15. 16. #7 Understand that People are People Tip #3 Beware of Means. Beware of Extremes.
  16. 17. Questions? Results Summary:
  17. 18. #7 Understand that People are People Tip #4 Allow for Feedback and Response from the People You’re Talking With.
  18. 19. 5. Love or Hate?
  19. 20. Hate.
  20. 21. “ Uh-oh”
  21. 22. #5 Pay Attention to the Creepiness Factor Tip #5 Pay Attention To The Creepiness Factor.
  22. 23. 7. Guess Who. Part II.
  23. 24. Pope Benedict XVI
  24. 25. Pope to You, Benedict XVI
  25. 26. #7 Understand that People are People Tip #7 Understand that People Are People.
  26. 27. www.MixingBowl.com
  27. 28. 8. Whoops!
  28. 29. #7 Understand that People are People Tip #8 Understand the Technology.
  29. 30. Where are we now?
  30. 31. Michael Jackson’s Backyard
  31. 32. That’s Not a Backyard.
  32. 33. #5 Pay Attention to the Creepiness Factor Tip #9 Engage People In Their Backyard.
  33. 34. MomsLikeMe <ul><li>80 local social networks </li></ul><ul><li>1 million+ moms </li></ul><ul><li>Where they’re comfortable </li></ul>
  34. 35. Grape nuts Post talks with moms about healthy eating.
  35. 36. 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!”
  36. 37. Consumers want companies to interact Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation 37% think companies should develop new ways for consumers to interact with their brand. 56% feel a stronger connection with and better served by companies whom they interact with in social media. 85% believe a company should be present and interact with consumers to solve problems and solicit feedback
  37. 38. Thank You. Chris Kieff [email_address] @ckieff

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