This document outlines Ripple6's approach to building comprehensive social marketing strategies. It discusses scaling tactics into a cohesive strategy, inspiring audiences through campaigns, collaboration, conversations and more. Ripple6's "Social Hub" brings all social media efforts together on a single platform with analytics, community insights and integration across online networks. The Social Hub allows brands to create an always-on social presence that scales and connects all marketing activities in a comprehensive way.

1. Building A Comprehensive Social Marketing StrategyJanuary 26, 2010 Rich Ullmanrich@ripple6.com

2. Which Doesn’t Belong, and Why?

3. Arnold and Scott Brown

4. It’s about scale.Size Doesn’t Matter “I would argue social networks and digital media are scale at play…”ScaleUbiquityThe Little GuyPresencehttp://adage.com/article?article_id=141536

5. Which Doesn’t Belong, and Why?

6. Thomas Friedman and President Obama

7. It’s About Inspiring the Audience“More (Steve) Jobs Jobs Jobs Jobs”“Conjuring Up Buzz Without a Word”

8. Which Doesn’t Belong, and Why?

9. It’s About Fragmentation Targeting

10. The Children of Cyberspace“People two, three or four years apart are having completely different experiences with technology. College students scratch their heads at what their high school siblings are doing, and they scratch their heads at their younger siblings. It has sped up generational differences.”Lee RainieDirector of the Pew Internet Projecthttp://www.nytimes.com/2010/01/10/weekinreview/10stone.html

11. What will be their expectations?January 19, 2010Source: Business Insider, Silicon Alley Insider

12. Checkpoint Scaling Tactics into Strategy Inspiring Your AudienceFragmentation Targeting Expectations

14. Who is Ripple6?Founded 2006Gannett Digital Company (as of 11/08)Point RollShopLocalUSA TodayHighSchoolSports.netBNQTSocial Platform + Strategic Innovation PartnerPartners include Procter & Gamble, Gannett , Meredith, Unilever

15. Obligatory Statistics

16. What Are Consumers Saying About Social? 89%believe a company should be present and interact with consumers to solve problems and solicit feedback72% feel a stronger connection with and better served by companies whom they interact with in social media74%have a more positive image of a brand having a presence in new mediaSource: 2009 Cone Consumer New Media Study

17. What Are Consumers Doing About Social? 1 of every 6 minutes spent online in social networksTime spent in social nets growing 3x faster than any other segment69% of social network users have said something about a company or brandSource: Nielsen Online; August 2009. Anderson Analytics / eMarketer: July 2009

18. Forrester: The Trillion Dollar MarketplaceHalf of all retail sales to be influenced by the Internet*Forrester Research, US Online Retail Forecast

19. CMO Survey: 81% Use for Brand AwarenessSource: Christina Moorman, Duke University: The CMO Survey

20. Tactics Abound

21. #1 Barrier: Where to BeginSource: 2009 Marketing Industry Trends ReportJuly 26, 2009 by Equation Research

22. “The 7 C’s of Social Marketing”What Do I Do?Rich UllmanChris Andrew

23. Welcome to Tomorrow.CampaignsCollaborationClicksConversationsCommunityCreativityConnected

24. “Campaigns” in Social:vs

25. Campaigns are Dead.“Mastering the art of the continuous campaign.”

26. Collaboration Wins.“I’d like to teach the world to sing?”

27. Clicks? No.“Measurement?Yes!!!http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html

28. Be a Curator of Conversations28

29. Conversations Can Go Deep.4 week qualitative study

30. Embedded in a social network.

31. 94 moms

32. 70 topicsCommunities take it personally.Curate stories.Provide support.

33. Creativity looks like content.Easy Entertainingvs. Coffee Machine.“I just looked into this more, and wow wow wow- it's more than just a coffee machine - oo la la!”

34. Connect It.

35. A Comprehensive Social Marketing Strategy

36. A Comprehensive Social Marketing Strategy

37. A Comprehensive Social Marketing Strategy

38. A Comprehensive Social Marketing Strategy

39. The Social Hub Brings Everything Together

40. How it Works

41. The Social HubPlatformAnalyticsCore CommunityInsightsFull featured rich platform designed for engagement

42. Robust social analytics

43. Core connected community

44. Deep social insightsExample: Social Hub

45. Embedded into Affinity Social NetworksProduct: Brand Communities

46. Where consumers actively seek opinions about products

47. Filled with “trusted” people with like interests

48. A place to “cultivate” your communityRipple6 Partner Sites

49. Example: Brand Community

50. It Easily Connects to Your SiteThis “best in class” community can be connected to your site

51. Instantly makes your home site social

52. Easy to implement througha simple widget ExampleLUVs Great Starts Babies & ToddlersWhat makes your baby laugh?By Mom123---------------------------------Do you post videos of your child on YouTube?By SarahSmile---------------------------------First visit to dentist?By CherishedMom---------------------------------