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The Truth Behind the Words:

What People REALLY Want from
 Marketers in Social Networks




            Rich Ullman
           June 30, 2009
         rich@ripple6.com
Agenda

• Introduction
• Why Interact?
• What is “the Backyard”?
   – How and Why Does It Work?
   – Examples
• What We’ve Learned
• Summary
• Q&A
Ripple6

•   Founded 2006
•   Wholly-owned subsidiary of
    Gannett Co., Inc.
•   Social media software platform
•   Strategic innovation partner
•   Clients (sample list)
     – Procter & Gamble, Unilever,
       Benjamin Moore, Gannett,
       Meredith, Post Cereals, Sahara
       Media
•   Management team
     – Net Perceptions (Amazon),
       McKinsey, SPSS, Microsoft,
       About.com, Double-Click
Agenda

• Introduction
• Why Interact?
• What is “the Backyard”?
   – How and Why Does It Work?
   – Examples
• What We’ve Learned
• Summary
• Q&A
Consumers want companies to interact

               37%                                               85%
            think companies
                                                         believe a company
                                                          should be present
                                                                                    56%
                                                                                   feel a stronger
          should develop new                               and interact with
                                                                                connection with and
                ways for                                 consumers to solve
                                                                                  better served by
             consumers to                                problems and solicit
                                                                                 companies whom
           interact with their                                feedback
                                                                                they interact with in
                 brand.
                                                                                   social media.




Source:    2008 Cone Business in Social Media Study, conducted
           September 2008 by Opinion Research Corporation
The Tide is Moving Quickly


     3x faster
    1 out of 11

                                 57% vs. 79%
Source:   Nielsen Online; IDC.
Brand must find ways to engage with consumers


    “No matter what the obstacles are, marketers still
  need to be where their customers are, and consumers
       remain heavily involved in social networks.

   And advertising is not the only way for marketers to
            participate in social networks.”



                                      December 2008
Four Modes of Brand-Consumer Interaction
            Consumers Listening     Consumers Talking



                                        Listening
Brands                                   Blog Rolls
Listening
             No Interaction
                                        Twitter feeds
                                      Brand Monitoring



                                     Conversation
Brands       Broadcasting            Online Communities
Talking          Your Website         Social Networks
               Advertisements        Feedback Forums
            Social Media Presence      Focus Groups
                                    Brand Blog or Twitter
Agenda

• Introduction
• Why Interact?
• What is “the Backyard?”
   – How and Why Does It Work?
   – Examples
• What We’ve Learned
• Summary
• Q&A
The Back Yard – Transformative Communication

 Anonymous hits         People, conversations,
                            connections
Go to their Backyard, don’t bring them to yours

                        Their Backyard




Where They:
                                    Affinity Networks Work Best:
• Go regularly
• Have rich profiles                • Right context for Brands
• Have trusted networks
• Share information through those
  networks.
The Right Tools Open the Gates

Public Communities     Private Insights    Social Analytics




•Ongoing discussions   •Private Insights   •Lots of conversations
•Listen and Engage     Groups              •Lots of Social Media
Opportunistically      •Primary Research   Data
                                           •Analytics needed
Public Communities: e.g. Benjamin Moore

•   Green Moms, a community
    focused on “thinking, living and
    buying green.”

•   80 local communities
•   400+ opt-in members in the first
    week

•   Conversations generated
    organically about the brand

•   Ongoing discussions and
    interactions with the brand, plus
    insights into the consumer.
Private Insights: e.g. Post Cereals

•   4 week qualitative research
    study embedded in a social
    network.
     – 90+ moms / 70 topics


“The platform allowed us to reach
   out to moms in a way that was
   convenient and comfortable for
      them. It created honest
    conversations and feedback
   about our brand which allowed
          for solid insights.”

    Greg Lanides
    Brand Manager
    Grape Nuts
Suave: Social Insights + Brand Community

•   Private Research Group
     – Discover brand advocates
     – Develop knowledge for
        strong brand community

•   Spread the word and develop
    awareness of salon quality
    products from Suave

•   Social Insights Week One:
     – 31 conversations
     – 1,800+ comments
MomsLikeMe.com Research Group

• Ongoing panel with
  346 participants

• Opt-in discussions

• 80 markets

• Since March 19th
   – 90% attendance
   – 61% active
     participation
Agenda

• Introduction
• Why Interact?
• What is “the Backyard”?
   – How and Why Does It Work?
   – Examples
• What We’ve Learned
• Summary
• Q&A
Advertising / Messaging
Users Get It
                                              “I understand that
• They know marketing                       businesses need to
                                         advertise… Nothing is free.
  revenue is necessary to                That‘s how the sites pay for
  keep sites free for members             upkeep and employees.”




    “It could be a thread that is
    paid for by the company to
     help raise revenue for the     • They’re willing to suggest
     site or it could be a thread     ways to do it and improve it.
     that is not associated with
              anything...”
Contrary to Stereotype, Ads are OK.

• Users want to “opt in” to your ads
  and messages through actions

  “I can read it and follow a link if I
      wish, or choose to ignore it. ”


• They don’t feel limited by
  traditional ads, so marketers
  shouldn’t either.
   – Use the format of the network
     to communicate with users
But Not All Ads are OK.

• They shouldn’t interfere with
  user interactions.
   – Pop-ups, interstitials and
     roadblocks are examples.


  “If it correlates to the purpose of
  the site, I actually enjoy seeing
  products/services that I may not
  have been exposed to
  otherwise.”
Ripple6 Arf Webinar 6 30
There’s a Welcome Mat. Come In!

• They want you to be part of
  the group… not just your
  messages.

• They want you to bring
  something of value, rather
  than just your stuff.

• Outsiders are welcomed…
  until they’re not!
R-E-S-P-E-C-T

• Transparency is the first key to
  gaining respect.

  “I want to know if I’m responding to
  a post by Company A or Company
  B rather than one by an individual
  acting on her own.”

• They want straightforward
  answers, even when they’re not
  “good news.”

• Privacy.
Relevant and Useful Information
• Providing relevant and
  useful information is vital to
  building relationships.
   – Product info at the right
     time

  “Yes, if used correctly,
  social media can be a great
  way to interact with
  customers. The trick is, you
  do not want to come across
  like you are trying to sell
  something. ”
Emotion

“Get back to the heart of a
message. Touch a persons
 heart strings or genuinely
   make them laugh. “

“I think that in using social
media… companies need to
become personal (friends)
with the consumer.”


”It really helps if you make
them feel like they are
your friend.”
Ways to Succeed
“Think Global, Act Local”

• Users want things that can
  impact their lives.
   – Be actionable

• Where possible, create
  events and ambassadors.
Treat Them Like Friends and Family

• Make the participants feel
  exclusive whenever
  possible

• Discounts, new product
  trials, coupons are never a
  bad thing
Summary
Summary

• Members understand the need and want companies to
  interact with them within social networks... but on their
  terms!

• Marketers ARE welcome (under those conditions)

• Users are there to create relationships; follow that lead.

• Opportunity exists to learn, engage, and succeed.
Q&A
The Truth Behind the Words:

What People REALLY Want from
 Marketers in Social Networks




            Rich Ullman
           June 30, 2009
         rich@ripple6.com

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Ripple6 Arf Webinar 6 30

  • 1. The Truth Behind the Words: What People REALLY Want from Marketers in Social Networks Rich Ullman June 30, 2009 rich@ripple6.com
  • 2. Agenda • Introduction • Why Interact? • What is “the Backyard”? – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  • 3. Ripple6 • Founded 2006 • Wholly-owned subsidiary of Gannett Co., Inc. • Social media software platform • Strategic innovation partner • Clients (sample list) – Procter & Gamble, Unilever, Benjamin Moore, Gannett, Meredith, Post Cereals, Sahara Media • Management team – Net Perceptions (Amazon), McKinsey, SPSS, Microsoft, About.com, Double-Click
  • 4. Agenda • Introduction • Why Interact? • What is “the Backyard”? – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  • 5. Consumers want companies to interact 37% 85% think companies believe a company should be present 56% feel a stronger should develop new and interact with connection with and ways for consumers to solve better served by consumers to problems and solicit companies whom interact with their feedback they interact with in brand. social media. Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation
  • 6. The Tide is Moving Quickly 3x faster 1 out of 11 57% vs. 79% Source: Nielsen Online; IDC.
  • 7. Brand must find ways to engage with consumers “No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks. And advertising is not the only way for marketers to participate in social networks.” December 2008
  • 8. Four Modes of Brand-Consumer Interaction Consumers Listening Consumers Talking Listening Brands Blog Rolls Listening No Interaction Twitter feeds Brand Monitoring Conversation Brands Broadcasting Online Communities Talking Your Website Social Networks Advertisements Feedback Forums Social Media Presence Focus Groups Brand Blog or Twitter
  • 9. Agenda • Introduction • Why Interact? • What is “the Backyard?” – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  • 10. The Back Yard – Transformative Communication Anonymous hits People, conversations, connections
  • 11. Go to their Backyard, don’t bring them to yours Their Backyard Where They: Affinity Networks Work Best: • Go regularly • Have rich profiles • Right context for Brands • Have trusted networks • Share information through those networks.
  • 12. The Right Tools Open the Gates Public Communities Private Insights Social Analytics •Ongoing discussions •Private Insights •Lots of conversations •Listen and Engage Groups •Lots of Social Media Opportunistically •Primary Research Data •Analytics needed
  • 13. Public Communities: e.g. Benjamin Moore • Green Moms, a community focused on “thinking, living and buying green.” • 80 local communities • 400+ opt-in members in the first week • Conversations generated organically about the brand • Ongoing discussions and interactions with the brand, plus insights into the consumer.
  • 14. Private Insights: e.g. Post Cereals • 4 week qualitative research study embedded in a social network. – 90+ moms / 70 topics “The platform allowed us to reach out to moms in a way that was convenient and comfortable for them. It created honest conversations and feedback about our brand which allowed for solid insights.” Greg Lanides Brand Manager Grape Nuts
  • 15. Suave: Social Insights + Brand Community • Private Research Group – Discover brand advocates – Develop knowledge for strong brand community • Spread the word and develop awareness of salon quality products from Suave • Social Insights Week One: – 31 conversations – 1,800+ comments
  • 16. MomsLikeMe.com Research Group • Ongoing panel with 346 participants • Opt-in discussions • 80 markets • Since March 19th – 90% attendance – 61% active participation
  • 17. Agenda • Introduction • Why Interact? • What is “the Backyard”? – How and Why Does It Work? – Examples • What We’ve Learned • Summary • Q&A
  • 19. Users Get It “I understand that • They know marketing businesses need to advertise… Nothing is free. revenue is necessary to That‘s how the sites pay for keep sites free for members upkeep and employees.” “It could be a thread that is paid for by the company to help raise revenue for the • They’re willing to suggest site or it could be a thread ways to do it and improve it. that is not associated with anything...”
  • 20. Contrary to Stereotype, Ads are OK. • Users want to “opt in” to your ads and messages through actions “I can read it and follow a link if I wish, or choose to ignore it. ” • They don’t feel limited by traditional ads, so marketers shouldn’t either. – Use the format of the network to communicate with users
  • 21. But Not All Ads are OK. • They shouldn’t interfere with user interactions. – Pop-ups, interstitials and roadblocks are examples. “If it correlates to the purpose of the site, I actually enjoy seeing products/services that I may not have been exposed to otherwise.”
  • 23. There’s a Welcome Mat. Come In! • They want you to be part of the group… not just your messages. • They want you to bring something of value, rather than just your stuff. • Outsiders are welcomed… until they’re not!
  • 24. R-E-S-P-E-C-T • Transparency is the first key to gaining respect. “I want to know if I’m responding to a post by Company A or Company B rather than one by an individual acting on her own.” • They want straightforward answers, even when they’re not “good news.” • Privacy.
  • 25. Relevant and Useful Information • Providing relevant and useful information is vital to building relationships. – Product info at the right time “Yes, if used correctly, social media can be a great way to interact with customers. The trick is, you do not want to come across like you are trying to sell something. ”
  • 26. Emotion “Get back to the heart of a message. Touch a persons heart strings or genuinely make them laugh. “ “I think that in using social media… companies need to become personal (friends) with the consumer.” ”It really helps if you make them feel like they are your friend.”
  • 28. “Think Global, Act Local” • Users want things that can impact their lives. – Be actionable • Where possible, create events and ambassadors.
  • 29. Treat Them Like Friends and Family • Make the participants feel exclusive whenever possible • Discounts, new product trials, coupons are never a bad thing
  • 31. Summary • Members understand the need and want companies to interact with them within social networks... but on their terms! • Marketers ARE welcome (under those conditions) • Users are there to create relationships; follow that lead. • Opportunity exists to learn, engage, and succeed.
  • 32. Q&A
  • 33. The Truth Behind the Words: What People REALLY Want from Marketers in Social Networks Rich Ullman June 30, 2009 rich@ripple6.com