Engaging with your customers through social networks is becoming a vital part in any companies’ brand marketing strategy. However, there are high demands of time and resources, plus difficulties measuring return on investment. You’ll learn how to create a Social Hub to improve efficiencies in your social marketing and you will find out answers to the following questions: • How can you scale your social media strategies across the Internet? • How do you manage multiple social marketing efforts? • How do you put user generated content to work for you? • How do you build and leverage advocates?

1. The Social Hub: A Comprehensive Social Media Strategy Online Community Software December 10, 2009 Rich Ullmanrich@ripple6.com

2. Agenda Introduction Why Should Brands Care? What to Do? Elements of a Comprehensive Social Strategy How It Works The Social Hub Q&A

3. 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

4. Why Should Brands Care About Social? “There is only one boss. The customer. And he can fire everybody from the chairman on down, simply by spending his money somewhere else.” The Consumer is Boss. “… learning… listening… observing… living with them. Sam Walton Wal-Mart Founder AG Lafley Procter & Gamble Chairman 2000-2010 Image Source: The Financial Times; Good2work.com

5. What Are Consumers Saying About Social? 89%believe a company should be present and interact with consumers to solve problems and solicit feedback 72% feel a stronger connection with and better served by companies whom they interact with in social media 74%have a more positive image of a brand having a presence in new media Source: 2009 Cone Consumer New Media Study

6. What Do I Do?

7. What You Should Do “Let’s go to the trades…”

8. 1. Be Continuous. Campaigns are Dead. “Mastering the art of the continuous campaign.” From Advertising Age, September 21, 2009

9. 2. Hit the Niches -- where you’re relevant. ““…niche audiences can be easily targeted through social networking sites centered around a particular theme.” “Profiles on Facebook and Twitter are no longer enough.” From iMedia Connection, December 1, 2009

10. 3. “Get your house in order.” “Consumers are not going to stop going to your website because of social media” Mitch Joel “It’s the first connection that most people have to your company and brand.”

11. 4. Leverage the pure-play social networks. The “WTF” Strategy “… proactive plan for managing your outreach and… your interaction with your target audience in multiple locations.” Web site “It used to be that your Web site was the core of your target interaction, but that’s no longer the case”

12. 5. Be Creative. (and Courageous) “… there’s too much bad direct marketing in ad form, or TV-ad thinking in a box online.” “… make your message less like advertising and more like content.”

13. 6. Connect the Dots. Text Affinity Social Networks Your Site The Web Pure Play Social Nets You and Your Strategy

14. Ripple6 Social Hub Solution

15. iMedia Agency Summit, December 8, 2009 Campaigns Collaboration Clicks Conversations Community Creativity Connected

16. The Social Hub: Leverage Best Practices. Connected Comprehensive Scalable Asset

17. What is the Asset? Affinity Social Networks Your Site The Web Pure Play Social Nets You and Your Strategy

18. How Does it Scale? Luvs Community

20. Core connected community

21. Robust social analytics

23. Instantly makes your home site social

25. Where consumers actively seek opinions about products

26. Filled with “trusted” people with like interests

27. A place to “incubate” your community

28. ExampleRipple6 Partner Sites

30. Facebook Connect

31. Facebook Fan Page Widget

32. Facebook App

33. Twitter Widget

34. Brings conversations from affinity sites to your Facebook Fan Page

36. Brings the community wherever your consumers are

37. Integrates the content and consumers in your community into a media buying plan

39. A Comprehensive Social Media Strategy Luvs Community

40. In Conclusion: The Social Hub… Goes beyond the first reaction. Starts with your positioning. Targets your audience through niches Leverages the reach of pure play social networks Makes your advertising conversational Provides actionable insight Creates an ongoing asset – your advocates Connects everything in a unified effort.

41. Questions? marketing@ripple6.com

42. The Social Hub: A Comprehensive Social Media Strategy December 10, 2009