Presented to ARF re:think 09 audience. Topic: Brand-consumer interaction: Engaging consumers in existing social networks to enable

1. So you‟re listening. Now what?
Brand-Consumer Interaction: engaging in existing social networks
Katie Bessière
March 30, 2009
katie@ripple6.com

2. Ripple6 puts brands in existing communities
Go to where customers People want to talk with
live and integrate your your brands, but they
brand in their social don‟t want to be talked at.
network for marketing and They‟re oblivious to
insights. „traditional‟ ads.

3. Who is Ripple6?
• Founded 2006
• A wholly-owned subsidiary of
Gannett Co., Inc. (as of
11/2008)
• Social Media Software
• Strategic Innovation Partner
• Partners include
– Procter & Gamble
– Gannett
– Meredith
– Unilever

4. Today‟s Talk
• Moving beyond listening into interaction
• Four modes of brand-consumer interaction
• Ripple6 Social Insights
• Social media marketing study
• Lessons learned from listening and interacting in existing
social networks

5. Listening in Social Media

6. 7 Tips
Is there anybody out there?
Image from the SETI Institute

7. The Real Question
Interstellar Message Composition
“The SETI Institute's program in interstellar message
composition addresses some of the most critical questions
humankind will face if we detect extraterrestrial intelligence:
Should we reply? If we do, what should we say? How can
we create messages that would be understood on other
worlds?”
Quote from he SETI Institute

8. 7 Tips
Interstellar Message Composition
Image © Ed Quentin

9. Listening is the first step.
Interaction is the next.

10. Back to Social Media

11. Four Modes of Brand-Consumer Interaction

12. 1. No Interaction
Consumers Listening
No Interaction
Brands Listening

13. 2. Listening
Consumers Talking
Listening
Brands Listening
Listening
Blog rolls
Feeds
Content Analysis
Brand Monitoring

14. 3. Broadcasting
Brands Talking
Broadcasting
Consumers Listening
Broadcasting
Your Website
Corporate Blog
Advertisements
Social Media Presence

15. 4. Conversation
Consumers Listening Consumers Talking
Conversation
Brands Listening Brands Talking
Conversation
Online Communities
Social Networks
Feedback Forums
Focus Groups
Brand Blog or Twitter

16. Ripple6 Social Insights

17. Visit them in their world

18. Ripple6 Social Insights
Syndicated Research Group
• In existing social networks
• Users recruited from multiple social
networks, but see group in their
home community
• Discussion Board
• Photo Album
• Calendar

19. Social Media Marketing Insights Group
Objective: gauge reaction of the Moms Like Me communities to the
presence of brands in their networks in a social insights group.
•220 active members of over 40 Moms Like Me social networks
• From this data: we will develop a set of guidelines for brand
participation in existing social networks

20. Doing research in existing communities:
Lessons Learned

21. Not a captive
audience
Passionate
Sample must
reflect this
1. Recruitment

22. This is their
collective
world
Their site
Their content
Their
relationships
7 Tips
2. It isn’t just about you…

23. 7 Tips
…which can lead to great insights

24. “Companies that are just doing commercials on TV are totally missing
the boat. I also think that people take the internet more personal
than TV commercials.
…and I think that in using social media for advertisement, companies
need to become personal (friends) with the consumer.
What our Moms have to say
7 Tips
3. It’s personal

25. Not a captive
audience
No time limit
At their
leisure
7 Tips
4. Time is on your side

26. Not a captive
audience!
Requires
presence
And
Relationships
7 Tips
…and not

27. Sunday 6 pm:
16 active conversations
-11 on topic
- 5 off topic
-10 started by moderator
- 6 started by members
- Between 3 and 124 replies
- Average replies: 22
7 Tips
5. Many ongoing conversations…

28. 7 Tips
…means lots of insights (& data)

29. In Summary
Gaining insights through interaction in social networks:
•Moves you beyond listening and into engaging with
your consumer
• Lets you into their world and gives you more context
around their responses
• Has some challenges, which we‟ve addressed here
•Gives you lots of data!

30. Thank You!
Katie Bessière
katie@ripple6.com