In this webinar, we will discover alternative ways to monetize your audience. Reaching beyond traditional subscription- and ad-based monetization models, our community-enabled models provide new ways to generate revenue without cannibalizing current efforts.

1. Turning Your Audience Into Cash Flow
Rich Ullman
July 9, 2009
rich@ripple6.com

2. Agenda
• Introduction
– Who is Ripple6?
• Current and Future Landscape
– The Backyard
• Unlocking Audience Value
– New Revenue Streams
– Examples
• 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
– Who is Ripple6?
• Current and Future Landscape
– The Backyard
• Unlocking Audience Value
– New Revenue Streams
– Examples
• Q&A

5. More Time on Social Nets; Less time on Ads
3x faster Growth of time spent
on social nets
1 out of 11 Minutes spent online
57% vs. 79%
Share of users who click on ads last year
Source: Nielsen Online; IDC.

6. A Look at Online Community Members
Visit Their Community at Least Once Per Week
Age Under 20 Age Over 50
91.5% 87.5%
Source: e-Marketer’ USC Annenberg School Center for the Digital Future, "The 2008
Digital Future Project-Year Seven"

7. The Audience Returns; They are Engaged
54% Log into their community at least once a day
71% Say their community is very or extremely
important to them
56% Meet their online counterparts in person
55% Feel as strongly about their online
communities as they do about their real-
world communities
Source: e-Marketer; USC Annenberg School Center for the Digital Future, "The 2008
Digital Future Project-Year Seven"

8. George Mallory: Media Visionary
“Because it’s
there.”
b. 1886
d. 1924

9. Why Do They Talk About it So Much?

10. Do Users Want to Talk With Marketers? Yes.
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

11. Create Ways for Marketers to Participate
“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

12. The “Backyard”

13. The Backyard – A New Environment
Where Users Can:
• Go regularly Where Publishers can:
• Have rich profiles
• Have trusted networks • Create Affinity Networks
• Share information through those • Create the right context for Brands
networks.
Where Brands Can Participate and Talk with Your Audience

14. The Backyard – Transform Communication
Anonymous hits People, conversations,
connections

15. The Backyard – Transform Your Opportunity
Unlock the Value People, conversations,
• Increase connections
Engagement
• Increase
Audience
Value
• New Monetization
Opportunities

16. Agenda
• Introduction
– Who is Ripple6?
• Current and Future Landscape
– The Backyard
• Unlocking Audience Value
– New Revenue Streams
– Examples
• Q&A

17. Audience is King!
• Publisher’s greatest asset
is their audience
• Content is a means to
attract and reward the
audience.
• Yesterday, you were a
content provider. Today,
you’re a club.

18. Audience Is King for Gannett
MomsLikeMe.com
• Nationwide network of 80
local social networks
• Content is local, timely
personal, and relevant
to users
• Users create content,
groups and discussions

19. Audience is King for Meredith

20. New Revenue Streams

21. Publisher Tools to Unlock Audience Value
Private Insights Public Communities Social Analytics
Do not cannibalize current ad revenue
Do not require subscription revenue

22. Ripple6 Social Insights™
• Private Research communities
using your audience.
– Real communities with
regular visitors
– Deeper insights
• Multiple levels of interaction
– Discussion, Media, Calendar,
Private Messages
• Nimble research platform
• Creates monthly revenue fees
from communities.

23. Ripple6 Brand Communities™
• Creates organic
conversations around
brands and builds
advocates
• Scales across communities
• Does not cannibalize PV
revenue
• Multiple Package Options
– 6-week
– 3 month
– 6 month
– Annual

24. Ripple Analytics
Actionable insights that enable you to understand your
community and demonstrate the value of your audience.
What kinds of
relationships are
forming?
How do
people prefer to
communicate?
What do they find
important or
valuable?

25. Examples

26. Post Cereals: Social Insights
• 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

27. Benjamin Moore: Brand Community
• 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.

28. 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
• Community fosters
participation and ownership of
the brand, creating trust

29. Activating Your Audience

30. Ripple6 OnDemand
• Quickly integrates community
function to your current site
• Full functions of Ripple6 platform
– Engagement
• All community tools
– Audience Value
• Ripple Analytics
– Monetization
• Social Insights
• Brand Community
• Schedule a Demo: marketing@ripple6.com

31. Agenda
• Introduction
– Who is Ripple6?
• Current and Future Landscape
– The Backyard
• Unlocking Audience Value
– New Revenue Streams
– Examples
• Q&A

32. Turning Your Audience Into Cash Flow
Rich Ullman
July 9, 2009
marketing@ripple6.com

33. Q&A