The Social Hub: A Comprehensive Social Media Strategy


Published on

Engaging with your customers through social networks is becoming a vital part in any companies’ brand marketing strategy. However, there are high demands of time and resources, plus difficulties measuring return on investment. You’ll learn how to create a Social Hub to improve efficiencies in your social marketing and you will find out answers to the following questions:
• How can you scale your social media strategies across the Internet?
• How do you manage multiple social marketing efforts?
• How do you put user generated content to work for you?
• How do you build and leverage advocates?

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

The Social Hub: A Comprehensive Social Media Strategy

  1. 1. The Social Hub: A Comprehensive Social Media Strategy<br />Online Community Software<br />December 10, 2009 <br />Rich<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, HS Sports, 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 />“There is only one boss. The customer. And he can fire everybody from the chairman on down, simply by spending his money somewhere else.”<br />The Consumer is Boss.<br />“… learning… listening… observing… living with them.<br />Sam Walton<br />Wal-Mart Founder<br />AG Lafley<br />Procter & Gamble Chairman<br />2000-2010<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 Do I Do?<br />
  7. 7. What You Should Do<br />“Let’s go to the trades…”<br />
  8. 8. 1. Be Continuous. Campaigns are Dead. <br />“Mastering the art of the continuous campaign.”<br />From Advertising Age, September 21, 2009<br />
  9. 9. 2. Hit the Niches -- where you’re relevant. <br />““…niche audiences can be easily targeted through social networking sites centered around a particular theme.”<br />“Profiles on Facebook and Twitter are no longer enough.”<br />From iMedia Connection, December 1, 2009<br />
  10. 10. 3. “Get your house in order.”<br />“Consumers are not going to stop going to your website because of social media”<br />Mitch Joel<br />“It’s the first connection that most people have to your company and brand.”<br />
  11. 11. 4. Leverage the pure-play social networks.<br />The “WTF” Strategy<br />“… proactive plan for managing your outreach and… your interaction with your target audience in multiple locations.”<br />Web site<br />“It used to be that your Web site was the core of your target interaction, but that’s no longer the case”<br />
  12. 12. 5. Be Creative. (and Courageous)<br />“… there’s too much bad direct marketing in ad form, or TV-ad thinking in a box online.”<br />“… make your message less like advertising and more like content.”<br />
  13. 13. 6. Connect the Dots.<br />Text<br />Affinity Social Networks<br />Your Site<br />The Web<br />Pure Play Social Nets<br />You and Your Strategy<br />
  14. 14. Ripple6 Social Hub Solution<br />
  15. 15. iMedia Agency Summit, December 8, 2009<br />Campaigns<br />Collaboration<br />Clicks<br />Conversations<br />Community<br />Creativity<br />Connected<br />
  16. 16. The Social Hub: Leverage Best Practices.<br />Connected<br />Comprehensive<br />Scalable<br />Asset<br />
  17. 17. What is the Asset?<br />Affinity Social Networks<br />Your Site<br />The Web<br />Pure Play Social Nets<br />You and Your Strategy<br />
  18. 18. How Does it Scale?<br />Luvs Community<br />
  19. 19. Analytics<br />Core <br />Community<br />Platform<br />Insights<br />The Social Hub: The Ripple6 Platform<br /><ul><li>Full featured rich platform designed for engagement
  20. 20. Core connected community
  21. 21. Robust social analytics
  22. 22. Deep social insights</li></li></ul><li>The Social Hub Easily Connects to Your Site<br /><ul><li>This “best in class” community can be connected to your site
  23. 23. Instantly makes your home site social
  24. 24. Easy to implement througha simple Flash-based widget </li></li></ul><li>Embed Conversations in Affinity Social Nets<br /><ul><li>Product: Brand Communities
  25. 25. Where consumers actively seek opinions about products
  26. 26. Filled with “trusted” people with like interests
  27. 27. A place to “incubate” your community
  28. 28. Example</li></ul>Ripple6 Partner Sites<br />
  29. 29. Easily Integrate with Pure Play Social Nets<br />Luvs Community<br /><ul><li>Bridge conversations between your community and pure-play social networks:
  30. 30. Facebook Connect
  31. 31. Facebook Fan Page Widget
  32. 32. Facebook App
  33. 33. Twitter Widget
  34. 34. Brings conversations from affinity sites to your Facebook Fan Page
  35. 35. Facebook Connect Example</li></li></ul><li>Next Generation Rich Media Advertising<br /><ul><li>The incubated conversations can now be plugged into Social Ads
  36. 36. Brings the community wherever your consumers are
  37. 37. Integrates the content and consumers in your community into a media buying plan
  38. 38. Example</li></li></ul><li>Ripple Analytics <br />Actionable insights that enable you to understand your community and demonstrate the value of your audience. <br />What are members saying about your competitors? <br />What kinds of relationships are forming?<br />What are members saying about your brand? <br />What do they find important or valuable?<br />
  39. 39. A Comprehensive Social Media Strategy<br />Luvs Community<br />
  40. 40. In Conclusion: The Social Hub…<br />Goes beyond the first reaction.<br />Starts with your positioning.<br />Targets your audience through niches <br />Leverages the reach of pure play social networks<br />Makes your advertising conversational<br />Provides actionable insight<br />Creates an ongoing asset – your advocates <br />Connects everything in a unified effort.<br />
  41. 41. Questions?<br /> <br />
  42. 42. The Social Hub: A Comprehensive Social Media Strategy<br />December 10, 2009 <br />