Ripple6 Arf Webinar 6 30

The Truth Behind the Words:

What People REALLY Want from Marketers in Social Networks

Rich Ullman

June 30, 2009

[email protected]

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




Consumers want companies to interact

Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation

37% think companies

should develop new ways for

consumers to interact with their

brand.

56% feel a stronger

connection with and better served by

companies whom they interact with in

social media.

85%believe a company should be present and interact with

consumers to solve problems and solicit

feedback

The Tide is Moving Quickly

3x faster

1 out of 11

57% vs. 79%Source: Nielsen Online; IDC.

“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.”

Brand must find ways to engage with consumers

December 2008

No InteractionListening

Blog RollsTwitter feeds

Brand Monitoring

Broadcasting Your Website

AdvertisementsSocial Media Presence

Conversation Online Communities

Social NetworksFeedback Forums

Focus GroupsBrand Blog or Twitter

Consumers Listening Consumers Talking

BrandsListening

BrandsTalking

Four Modes of Brand-Consumer Interaction

Agenda

• Introduction• Why Interact?• What is “the Backyard?”



The Back Yard – Transformative Communication

Anonymous hits People, conversations,

connections

Go to their Backyard, don’t bring them to yours

Where They:

•Go regularly•Have rich profiles•Have trusted networks•Share information through those networks.

Their Backyard

Affinity Networks Work Best:

•Right context for Brands

The Right Tools Open the Gates

Public Communities Social AnalyticsPrivate Insights

•Ongoing discussions•Listen and Engage Opportunistically

•Private Insights Groups•Primary Research

•Lots of conversations•Lots of Social Media 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 LanidesBrand ManagerGrape 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




Advertising / Messaging

Users Get It

• They know marketing revenue is necessary to keep sites free for members

“I understand that businesses need to

advertise… Nothing is free. That‘s how the sites pay for

upkeep and employees.”

“It could be a thread that is paid for by the company to help raise revenue for the site or it could be a thread that is not associated with

anything...”

• They’re willing to suggest ways to do it and improve it.

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.”

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

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

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

make them laugh. “

”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.

The Truth Behind the Words:

What People REALLY Want from Marketers in Social Networks

Rich Ullman

June 30, 2009

[email protected]

Ripple6 Arf Webinar 6 30

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