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Creating relationships with consumers should be the focus of every marketer’s social efforts. But accomplishing that goal has been unattainable through banner ads and time-boxed campaigns. This was a lunchtime workshop demonstrating models that work for marketers to develop relationships, for publishers to generate revenue, and for consumers to be excited to join in conversations with them.
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Revenue and Relationships
Social Marketing Models that Work for Marketers and Publishers.
Rich UllmanSVP, Marketing
Know this Kid?
“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
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
What brand is this?
Kirsten Gillibrand
Kirsten Gillibrand
Thank you Fred Wilson, AVC.com
“The Sunlight Report.”“a calling card of transparency…”
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.
Mr. Schwarzman’s office is no longer
taking calls
Thank you Michael Wolff and Vanity Fair, and the formerly richest man in NY.
Mr. Schwarzman’s office is no longer
taking calls
Ever?
Thank you Michael Wolff and Vanity Fair, and the formerly richest man in NY.
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.
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
Thank you Continental Airlines and whomever uploaded a boarding pass to the Web.
Which doesn’t belong and why?
Thank you Continental Airlines and whomever uploaded a boarding pass to the Web.
Which doesn’t belong and why?
Good vs. Bad Surprises
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.
"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 JoostenProcter & Gamble
How We “AIM” to Do This
Analytics. Insights. Marketing.
Gator
Don’t forget surprises.
How do they prefer to
communicate?
Ripple Analytics: Generating Insights
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?
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.
Social Insights
Enable marketers to create
private spaces in social
networks.
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.
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 dataMust 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 brandsRun 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.
Cloud Communities
Make it easier for brands to create
relationships with customers.
Marketing IN and Across Social Networks
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)
