Marketers must find ways to manage, improve, and scale their social media strategy beyond Facebook and Twitter. Engaging with customers through social networks is becoming a vital part in any companies’ brand marketing strategy, but there are high demands of time and resources, plus difficulties measuring return on investment. In this session, you’ll learn how to create a Social Hub, around which you can better control your efforts. We’ll discuss ways to improve efficiencies in your social marketing and provide answers to numerous questions, including how to scale your social media strategy across the Internet; manage multiple social marketing efforts; and put user generated content to work for you, by building and leveraging advocates.

1. The Social Hub: A Comprehensive Social Media Strategy January 20, 2010 Rich Ullman Kailei Richardson rich@ripple6.com kailei@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, HSSports.net, BNQT Social Platform; Strategic Innovation Partner Partners include Procter & Gamble, Gannett , Meredith, Unilever

4. Why Should Brands Care About Social? Size Doesn’t Matter “I would argue social networks and digital media are scale at play…” The Consumer is Boss. “… learning… listening… observing… living with them. 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 Are Consumers Doing About Social? 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 Source: Nielsen Online; August 2009. Anderson Analytics / eMarketer: July 2009

7. Forrester: The Trillion Dollar Marketplace Half of all retail sales to be influenced by the Internet *Forrester Research, US Online Retail Forecast

8. The Children of Cyberspace “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 http://www.nytimes.com/2010/01/10/weekinreview/10stone.html

9. What will be their expectations? January 19, 2010 Source: Business Insider, Silicon Alley Insider

10. CMO Survey: 81% Use for Brand Awareness Source: Christina Moorman, Duke University: The CMO Survey

11. Tactics Abound

12. #1 Barrier: Where to Begin Source: 2009 Marketing Industry Trends Report July 26, 2009 by Equation Research

13. “The 7 C’s of Social Marketing”What Do I Do? Chris Andrew Rich Ullman

14. Welcome to Tomorrow. Campaigns Collaboration Clicks Conversations Community Creativity Connected

15. “Campaigns” in Social: vs

16. Campaigns are Dead. “Mastering the art of the continuous campaign.”

17. Collaboration Wins. “I’d like to teach the world to sing?”

18. Clicks? No. “Measurement?Yes!!! http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html

20. Embedded in a social network.

21. 94 moms

23. Communities take it personally. Curate stories. Provide support.

24. Creativity looks like content. Easy Entertaining vs. Coffee Machine. “I just looked into this more, and wow wow wow- it's more than just a coffee machine - oo la la!”

25. 23 Creativity-sometimes KISS

26. Connect It. Text Your Site Affinity Social Networks The Web Pure Play Social Nets You and Your Strategy

27. Connect It. Create Scale Engage in Their Backyard Leverage Consumer Dialogue Building Continuous Campaigns

28. The Social Hub Creating and Deploying a Comprehensive Social Marketing Strategy

29. A Comprehensive Social Marketing Strategy

30. A Comprehensive Social Marketing Strategy

31. A Comprehensive Social Marketing Strategy

32. A Comprehensive Social Marketing Strategy

33. The Social Hub Brings Everything Together

34. How it Works

36. Robust social analytics

37. Core connected community

40. Where consumers actively seek opinions about products

41. Filled with “trusted” people with like interests

42. A place to “cultivate” your communityRipple6 Partner Sites

43. Example: Brand Community on MomsLikeMe.com

45. Instantly makes your home site social

48. Facebook Connect

49. Facebook Fan Page Widget

50. Facebook App

51. Twitter Widget

54. Brings the community wherever your consumers are

56. The Social Hub Brings Everything Together Luvs Community

57. Social Hub Benefits Scalable Connected Comprehensive Asset

58. Summary Consumers and Scale Your Presence is Requested Rapidly Changing Expectations The Seven C’s Positioning Centered on You

59. Questions? marketing@ripple6.com

60. The Social Hub: A Comprehensive Social Media Strategy January 20, 2010 Rich Ullman Kailei Richardson rich@ripple6.com kailei@ripple6.com