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The Social Hub: A Comprehensive Social Media Strategy February 17, 2010 Rich Ullman Kailei Richardson [email protected] [email protected]
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The Social Hub: A Comprehensive Social Media Strategy
February 17, 2010
Rich Ullman Kailei Richardson
Agenda
• Introduction
• Why Should Brands Care?
• What to Do?– Elements of a Comprehensive Social Strategy
• How It Works– The Social Hub
• Q&A
Who is Ripple6?
• Founded 2006
• A wholly-owned, independently operated subsidiary of Gannett. Co., Inc. (as of 11/2008)
• Sister Companies – Point Roll, ShopLocal, USA Today, HS Sports, BNQT
• Social Platform; Strategic Innovation Partner
• Partners include Procter & Gamble, Gannett , Meredith, Unilever
Why Should Brands Care About Social?
Image Source: The Financial Times; Good2work.com
The Consumer is Boss.“… learning…
listening… observing… living with them.
Size Doesn’t Matter “I would argue
social networks and digital media are scale at play…”
What Are Consumers Saying About Social?
Source: 2009 Cone Consumer New Media Study
74% have a more
positive image of a brand having a
presence in new media
72% feel a stronger
connection with and better served by
companies whom they interact with in
social media
89%believe a company should be present and interact with
consumers to solve problems and solicit
feedback
What Are Consumers Doing About Social?
Source: Nielsen Online; August 2009. Anderson Analytics / eMarketer: July 2009
1 of every 6 minutes spent online in social networks
Time spent in social nets growing 3x faster than any other segment
69% of social network users have said something about a company or brand
Forrester: The Trillion Dollar Marketplace
*Forrester Research, US Online Retail Forecast
Half of all retail sales to be influenced by the Internet
The Children of Cyberspace
http://www.nytimes.com/2010/01/10/weekinreview/10stone.html
“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 Project
What will be their expectations?
Source: Business Insider, Silicon Alley Insider
January 19, 2010
CMO Survey: 81% Use for Brand Awareness
Source: Christina Moorman, Duke University: The CMO Survey
Tactics Abound
#1 Barrier: Where to Begin
Source: 2009 Marketing Industry Trends ReportJuly 26, 2009 by Equation Research
“The 7 C’s of Social Marketing”
What Do I Do?
Chris Andrew Rich Ullman
Welcome to Tomorrow.
• Campaigns• Collaboration• Clicks• Conversations• Community• Creativity• Connected
“Campaigns” in Social:
vs
Campaigns are Dead.
“Mastering the art of the
continuous campaign.”
Collaboration Wins.
“I’d like to teach the world to sing?”
Clicks? No.
“Measurement?
Yes!!!
Conversations Can Go Deep.
• 4 week qualitative study
• Embedded in a social network.
• 94 moms
• 70 topics
20
Be a Curator of Conversations
Communities take it personally.
Curate stories.Provide support.
Creativity looks like content.
“I just looked into this more, and wow wow wow- it's more than just a coffee machine - oo la la!”
Easy Entertainingvs.
Coffee Machine.
23
Creativity-sometimes KISS
Connect It.
• Text
Affinity Social Networks
Your Site
The WebPure Play
Social Nets
You and Your Strategy
Connect It.
• Create Scale
• Engage in Their Backyard
• Leverage Consumer Dialogue
• Building Continuous Campaigns
The Social Hub
Creating and Deploying
a Comprehensive Social Marketing Strategy
A Comprehensive Social Marketing StrategyAffinity Social NetworksWhere people go to connect with people like them
Affinity Social NetworksWhere people go to connect with people like them
Affinity Social NetworksWhere people go to connect with people like them
A Comprehensive Social Marketing Strategy
A Comprehensive Social Marketing StrategyAffinity Social NetworksWhere people go to connect with people like them
A Comprehensive Social Marketing StrategyAffinity Social NetworksWhere people go to connect with people like them
The Social Hub Brings Everything Together
Affinity Social NetworksWhere people go to connect with people like them
Your SiteWhere people go to learn about your brand
How it Works
Social Hub
The Social Hub
• Full featured rich platform designed for engagement• Robust social analytics• Core connected community• Deep social insights
Platform AnalyticsCore
CommunityInsights
Example: Social Hub
The Social Hub can be Embedded into Affinity Social Networks
Affinity Social Networks
• Product: Brand Communities
• Where consumers actively seek opinions about products
• Filled with “trusted” people with like interests
• A place to “cultivate” your community
Ripple6 Partner Sites
Example: Brand Community on MomsLikeMe.com
Your Site
Social Hub
It Easily Connects to Your Site
• This “best in class” community can be connected to your site
• Instantly makes your home site social
• Easy to implement through a simple widget
Example
LUVs Great Starts Babies & Toddlers
What makes your baby laugh?By Mom123
---------------------------------Do you post videos of your child on YouTube?By SarahSmile
---------------------------------First visit to dentist?By CherishedMom
---------------------------------
Integrate with Pure Play Social Networks
Luvs Community
• Bridge conversations between your community and pure-play social networks:• Facebook Connect• Facebook Fan
Page Widget• Facebook App• Twitter Widget
• Brings conversations from affinity sites to your Facebook Fan Page
Example: Facebook App
Luvs Community
Embedded in Your Online Advertising
The Web
• The incubated conversations can now be plugged into Social Ads• Brings the community wherever your consumers are • Integrates the content and consumers in your community into a
media buying plan
Example: Luvs Social Ad
The Social Hub Brings Everything Together
Affinity Social Networks
Where people go to connect with people like them
Your Site
Where people go to learn about your brand
The Web
Where people go
Pure Play Social Networks
Where people go to connect with their friends
Social Hub
Luvs Community
Social Hub Benefits
Scalable
Connected
Comprehensive
Asset
Summary
• Consumers and Scale
• Your Presence is Requested
• Rapidly Changing Expectations
• The Seven C’s
• Positioning Centered on You
The Social Hub: A Comprehensive Social Media Strategy
February 17, 2010
Rich Ullman Kailei Richardson
