This document discusses social marketing models that focus on building relationships rather than pushing ads. It recommends that marketers go into social networks to listen and create relationships, not just send targeted messages. It also recommends that publishers build communities that allow for user expressiveness through profiles, social connections, and conversations to understand what users want. Analytics can then measure these relationships and help achieve marketing objectives.

1. Revenue and Relationships Social Marketing Models that Work for Marketers and Publishers. Rich Ullman SVP, Marketing [email_address]

2. Know this Kid?

3. “ If you want your child to get the best education possible, it is actually more important to get him (her) assigned to a great teacher than a great school.” Thank you Nicholas Kristof , the New York Times, www.gatesfoundation.org

4. Insights Smaller communities and smaller groups is important. It’s trumped by creating the right relationships. Marketers: Go to the places where you’re relevant Publishers: Do what you do. connect people

5. What brand is this?

6. Kirsten Gillibrand

7. Kirsten Gillibrand Thank you Fred Wilson, AVC.com “ The Sunlight Report.” “ a calling card of transparency…”

8. Insights You must be transparent in this world Some of your peers will be uncomfortable Enable information to flow more freely. It will. Marketers: Share information; converse with people. Talk with them, not at them Publishers: Don’t just create tools, create services that get people to talk and share.

10. Mr. Schwarzman’s office is no longer taking calls Thank you Michael Wolff and Vanity Fair, and the formerly richest man in NY.

11. Mr. Schwarzman’s office is no longer taking calls Ever? Thank you Michael Wolff and Vanity Fair, and the formerly richest man in NY.

12. Mr. Schwarzman’s office is no longer taking calls Ever? Not for the foreseeable future, I’m told. Thank you Michael Wolff and Vanity Fair, and the formerly richest man in NY.

13. Insights Open your door and keep it open. Go to your audience and talk to them Marketers: Engage in the networks where people spend their time. Publishers: Enable the doors to open everywhere

14. Thank you Continental Airlines and whomever uploaded a boarding pass to the Web. Which doesn’t belong and why?

15. Thank you Continental Airlines and whomever uploaded a boarding pass to the Web. Which doesn’t belong and why? Good vs. Bad Surprises

16. Insights Fill your relationships with surprises. Good ones. Creating connections is the key to learning and making better experiences. Marketers: Not just the same old same old. Publishers: Be smart. Surprise your guests with tools that create connections.

17. "What technology does for us is truly extend what we can do. For the first time ever with this technology, conversations are visible to us. ... You cannot start in social media without knowing how to listen.“ Stan Joosten Procter & Gamble

18. How We “AIM” to Do This Analytics. Insights. Marketing.

19. Gator Don’t forget surprises.

20. Ripple Analytics: Generating Insights How do they prefer to communicate? A basis to understand the social media components of any segment of a website or marketing program. What do they find important or valuable? What kinds of relationship are forming? Am I achieving my objectives?

22. Procter & Gamble: The Salon Objective Measure the flow of word-of-mouth messages. Results Created a community of users, where they could measure relationships and participation among members via Ripple Analytics. Developed an understanding of Community Leaders, their trial of products and influence upon others.

23. Social Insights Enable marketers to create private spaces in social networks.

24. Social Insights™ Private Research communities across existing social networks. Real communities Regular visitors who engage with friends Rich profiles They connect in multiple public and private groups, and they have expansive personal networks.

25. Ripple6 Social Insights Custom Research Community Exist in Native Social Networks. Social Profiles and Data More visitation; more activity Research only new website Generally isolated data Must visit the research community Lower Cost; More Flexible & Targeted Cloud Communities created quickly. Option for specific communities, on the fly, for a specific projects or brands. Expensive, Static, Broad Time and expense to create Broad target segments, typically shared across brands Run for at least a year Marketing Capable Potential to seed viral campaigns with the members you co-created with. No WOM Marketing There is no larger social network to connect with.

26. Cloud Communities Make it easier for brands to create relationships with customers. Marketing IN and Across Social Networks

28. Summary Marketers: Go into social networks... not with ads and targeted messages, but with the goal of listening and creating relationships. Publishers: Be Great hosts. Build communities that focus on Creating Profiles (User Expressiveness) Creating Connections (Social Graph) Creating Conversation (Info on what they want)

29. Thank you. [email_address]