Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Connecting Conversation to Monetization -- Inbound Marketing Summit

585 views

Published on

October 7, 2009. Presentation at Inbound Marketing Summit- Boston, "Connecting Conversation to Monetization." It covers how the tools have changed some, but the necessary marketing strategy should not.

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

  • Be the first to like this

Connecting Conversation to Monetization -- Inbound Marketing Summit

  1. 1. Social Networks:Connecting Conversation to Monetization<br />Rich Ullman <br />October 7, 2009<br />rich@ripple6.com<br />
  2. 2. Who is Ripple6?<br />Founded 2006<br />Part of Gannett Digital, along with companies like Pointroll and ShopLocal<br />Social Platform<br />Connections in Social Networks<br />Strategic Innovation Partner<br />Partners include<br />Procter & Gamble<br />Gannett <br />Meredith<br />Unilever<br />
  3. 3. September 21, 2009<br />#adweek<br />“More change in ad business in last 9 months than in last 9 years.”<br />
  4. 4. Which Doesn’t Belong… and Why?<br />
  5. 5. September 21, 2009<br />“Mastering the art of the continuous campaign.”<br />
  6. 6. September 14, 2009<br />NBC&apos;s new &quot;The Jay Leno Show&quot; is the oldest thing in TV - a comedy-variety show, with a funnyman, a stage, guests and in-show ads.<br />
  7. 7. November 19, 195?<br />“… to the comfort of Your home.”<br />
  8. 8. Which Doesn’t Belong… and Why?<br />
  9. 9. Farmer Ted<br />
  10. 10. October 5, 2009<br />$17million - 25 million<br />
  11. 11. October 7, 2009<br />
  12. 12. So What Works in the Future?<br />Low Investment, High Return<br />Well-Connected<br />Highly Collaborative<br />Comfortable<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />Marketing Strategy<br />
  13. 13. Why Do They Talk About it So Much?<br />
  14. 14. George Mallory: Media Visionary <br />“Because it’s there.”<br />b. 1886<br />d. 1924<br />
  15. 15. Create Ways for Marketers to Participate<br />December 2008<br />“No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks.<br />And advertising is not the only way for marketers to participate in social networks.”<br />
  16. 16. Create A Model That Will Work for Marketers<br />“As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”<br />March 2009<br />
  17. 17. The Model…<br />For Publishers<br />
  18. 18. The Backyard – A New Environment<br />Where Users Can: <br /><ul><li>Go regularly
  19. 19. Have rich profiles
  20. 20. Have trusted networks
  21. 21. Share information through those networks.</li></ul>Where Publishers can:<br /><ul><li>Create Affinity Networks
  22. 22. Create the right context for Brands</li></ul>Where Brands Can Participate and Talk with Your Audience<br />
  23. 23. People, conversations,<br />connections<br />Anonymous hits<br />The Backyard – Transform Communication<br />
  24. 24. People, conversations,<br />connections<br />Unlock the Value<br /><ul><li>Increase Engagement
  25. 25. IncreaseAudienceValue
  26. 26. New Revenue Models</li></ul>The Backyard – Transform Your Opportunity<br />
  27. 27. The Backyard – Transform Your Opportunity<br />December 2008<br />People, conversations,<br />connections<br />Unlock the Value<br />““No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks.<br />And advertising is not the only way for marketers to participate in social networks.”<br /><ul><li>Increase Engagement
  28. 28. IncreaseAudienceValue
  29. 29. New Revenue Models</li></ul>“As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”<br />
  30. 30. Incredibly Powerful Backyard: Gannett <br />MomsLikeMe.com<br />Nationwide network of 80 local social networks <br />Content is local, timely personal, and relevant to users<br />Users create content, groups and discussions<br />
  31. 31. Incredibly Powerful Backyard: Meredith<br />MixingBowl.com<br /><ul><li>A social cookbook
  32. 32. Cooks connect, discuss and share recipes
  33. 33. Relevant vertical content discussionsfor marketers to join.</li></li></ul><li>Publisher Tools to Unlock Audience Value<br />Social Analytics<br />Public Communities<br />Private Insight<br />Communities<br />Tools that complement current ad modelsand are built upon listening and engaging.<br />
  34. 34. The Model…<br />For Marketers<br />
  35. 35. So What Works in the Future?<br />Low Investment, High Return<br />Well-Connected<br />Highly Collaborative<br />Comfortable<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />Marketing Strategy<br />
  36. 36. Your Brand Positioning<br />
  37. 37. The Web Site Redefined: Social<br />Connected to Home Site<br />
  38. 38. 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 />Monetization<br />Social Insights<br />Brand Community<br />Launch in as little as 24 Hours<br />
  39. 39. The Micro Site Redefined: Social<br />Connected to Home Site<br />
  40. 40. The Syndicated Micro Site<br />Brand asset that is connected to brand’s site, connected anywhere on the web<br />Connected to Home Site<br />Brand Community<br />Community Syndication<br />INTERNET<br />Blogs & Profiles<br />Any website<br />
  41. 41. Social Ads – Your Community Anywhere<br />REALLY Rich MediaEngagement<br />300x250 IAB unit<br />
  42. 42. One Social Platform – Deployed Everywhere<br />Brand asset that is connected to brand’s site, connected anywhere on the web<br />Connected to Home Site<br />Brand Community<br />Community Syndication<br />INTERNET<br />Blogs & Profiles<br />Any website<br />
  43. 43. So What Works in the Future?<br />Low Investment, High Return<br />Well-Connected<br />Highly Collaborative<br />Comfortable<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />X<br />Marketing Strategy<br />
  44. 44. Thank You.<br />Rich Ullman <br />October 7, 2009<br />rich@ripple6.com<br />

×