Slide 1: Revenue and Relationships
Social Marketing Models that Work for Marketers and Publishers. Rich Ullman SVP, Marketing rich@ripple6.com
Slide 2: Know this Kid?
Slide 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
Slide 4: Insights
• Smaller communities and smaller groups is important. • It’s trumped by creating the right relationships.
• Marketers: • Publishers:
Go to the places where you’re relevant Do what you do. connect people
Slide 5: What brand is this?
Slide 6: Kirsten Gillibrand
Slide 7: Kirsten Gillibrand
“The Sunlight Report.”
“a calling card of transparency…”
Thank you Fred Wilson, AVC.com
Slide 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 Don’t just create tools, create services that get people to talk and share.
• Publishers:
Slide 10: Mr. Schwarzman’s office is no longer taking calls
Thank you Michael Wolff and Vanity Fair, and the formerly richest man in NY.
Slide 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.
Slide 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.
Slide 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. Enable the doors to open everywhere
• Publishers:
Slide 14: Which doesn’t belong and why?
Thank you Continental Airlines and whomever uploaded a boarding pass to the Web.
Slide 15: Which doesn’t belong and why? Good vs. Bad Surprises
Thank you Continental Airlines and whomever uploaded a boarding pass to the Web.
Slide 16: Insights
• Fill your relationships with surprises. Good ones. • Creating connections is the key to learning and making better experiences.
• Marketers: • Publishers:
Not just the same old same old. Be smart. Surprise your guests with tools that create connections.
Slide 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
Slide 18: How We “AIM” to Do This
Analytics. Insights. Marketing.
Slide 19: Gator
Don’t forget surprises.
Slide 20: Ripple Analytics: Generating Insights
A basis to understand the social media components of any segment of a website or marketing program.
What kinds of relationship are forming?
How do they prefer to communicate?
What do they find important or valuable?
Am I achieving my objectives?
Slide 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.
Slide 23: Social Insights Enable marketers to create private spaces in social networks.
Slide 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.
Slide 25: Ripple6 Social Insights
Exist in Native Social Networks. Social Profiles and Data More visitation; more activity Lower Cost; More Flexible & Targeted Cloud Communities created quickly. Option for specific communities, on the fly, for a specific projects or brands. Marketing Capable Potential to seed viral campaigns with the members you co-created with.
Custom Research Community
Research only new website Generally isolated data Must visit the research community Expensive, Static, Broad Time and expense to create Broad target segments, typically shared across brands Run for at least a year No WOM Marketing There is no larger social network to connect with.
Slide 26: Cloud Communities Make it easier for brands to create relationships with customers. Marketing IN and Across Social Networks
Slide 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)
•
Slide 29: Thank you.
rich@ripple6.com
