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Monetizing Social NetworksIt’s Not Just About The Conversations<br />Rich Ullman <br />September 22, 2009<br />rich@ripple6.com<br />

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What are we discussing?<br />This workshop will show how publishers and marketers can take steps beyondthe initial reaction to create fan pages and accounts and deliver real value to their businesses. It will explore how social networks can be deployed quickly for publishers to leverage and monetize their greatest asset – their audience – and for marketers to engage in conversations with their customers in a way that can scale across networks. The workshop will include case studies and use cases as well as provide insight into where social networking is headed in 2010.<br />

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Who is Ripple6?<br />Founded 2006<br />A wholly-owned subsidiary of Gannett Co., Inc. (as of 11/2008)<br />Social Platform<br />Connections in Social Networks<br />Strategic Innovation Partner<br />Partners include<br />Procter & Gamble<br />Gannett <br />Meredith<br />Unilever<br />

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September 21, 2009<br />#adweek<br />“More change in ad business in last 9 months than in last 9 years.”<br />

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September 21, 2009<br />“Mastering the art of the continuous campaign.”<br />

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September 14, 2009<br />NBC&apos;s new &quot;The Jay Leno Show&quot; is the oldest thing in TV - a comedy-variety show, with a funnyman, a stage, guests and in-show ads.<br />

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So What Works in the Future?<br />Low Investment, High Return<br />Well-Connected<br />Highly Collaborative<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />Marketing Strategy<br />

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Some Data Points<br />

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

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

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

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Why Do They Talk About it So Much?<br />

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George Mallory: Media Visionary <br />“Because it’s there.”<br />b. 1886<br />d. 1924<br />

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Do Users Want to Talk With Marketers? <br />85%believe a company should be present and interact with consumers to solve problems and solicit feedback<br />56% feel a stronger connection with and better served by companies whom they interact with in social media.<br />37% think companies should develop new ways for consumers to interact with their brand. <br />Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation <br />

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Create Ways for Marketers to Participate<br />December 2008<br />“No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks.<br />And advertising is not the only way for marketers to participate in social networks.”<br />

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Create A Model That Will Work for Marketers<br />“As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”<br />March 2009<br />

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The Model…<br />For Publishers<br />

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The Backyard – A New Environment<br />Where Users Can: <br /><ul><li>Go regularly

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Have rich profiles

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Have trusted networks

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Share information through those networks.</li></ul>Where Publishers can:<br /><ul><li>Create Affinity Networks

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Create the right context for Brands</li></ul>Where Brands Can Participate and Talk with Your Audience<br />

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People, conversations,<br />connections<br />Anonymous hits<br />The Backyard – Transform Communication<br />

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People, conversations,<br />connections<br />Unlock the Value<br /><ul><li>Increase Engagement

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IncreaseAudienceValue

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New Revenue Models</li></ul>The Backyard – Transform Your Opportunity<br />

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The Backyard – Transform Your Opportunity<br />December 2008<br />People, conversations,<br />connections<br />Unlock the Value<br />““No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks.<br />And advertising is not the only way for marketers to participate in social networks.”<br /><ul><li>Increase Engagement

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IncreaseAudienceValue

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New Revenue Models</li></ul>“As the online industry matures and the value of online real estate is increasingly measured by time spent, rather than pages viewed, a significant shift in advertising revenue from “traditional” online media towards social media could be realized – if a successful ad model can be found.”<br />

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Incredibly Powerful Backyard: Gannett <br />MomsLikeMe.com<br />Nationwide network of 80 local social networks <br />Content is local, timely personal, and relevant to users<br />Users create content, groups and discussions<br />

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Incredibly Powerful Backyard: Meredith<br />MixingBowl.com<br /><ul><li>A social cookbook

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Cooks connect, discuss and share recipes

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Relevant vertical content discussionsfor marketers to join.</li></li></ul><li>Unlocking Value<br />Increase EngagementIncrease Audience ValueNew Revenue Models<br />

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Publisher Tools to Unlock Audience Value<br />Social Analytics<br />Public Communities<br />Private Insights<br />Tools that complement current ad modelsand are built upon listening and engaging.<br />

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

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Ripple6 Brand Communities™<br />Creates organic conversations around brands and builds advocates<br />Scales across communities<br />Does not cannibalize PV revenue<br />Multiple Package Options<br />6-week<br />3 month<br />6 month<br />Annual<br />

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

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Some Cases…<br />For Marketers<br />

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Post Cereals: Social Insights<br />4 week qualitative research study embedded in a social network. <br />90+ moms / 70 topics<br />“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.”<br />Greg LanidesBrand ManagerGrape Nuts <br />

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Benjamin Moore: Brand Community<br />Green Moms, a community focused on “thinking, living and buying green.”<br />80 local communities<br />400+ opt-in members in the first week<br />Conversations generated organically about the brand<br />Ongoing discussions and interactions with the brand, plus insights into the consumer.<br />

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Suave: Social Insights + Brand Community<br />Private Research Group<br />Discover brand advocates<br />Develop knowledge for strong brand community<br />Spread the word and develop awareness of salon quality products from Suave<br />Community fosters participation and ownership of the brand, creating trust<br />

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The Model…<br />For Marketers<br />

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So What Works in the Future?<br />Low Investment, High Return<br />Well-Connected<br />Highly Collaborative<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />Marketing Strategy<br />

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Your Brand Positioning<br />

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The Web Site Redefined:<br />Connected to Home Site<br />

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What is Ripple6 OnDemand?<br />Quickly integrates community function to your current site<br />Full functions of Ripple6 platform<br />Engagement<br />All community tools<br />Audience Value<br />Ripple Analytics<br />Monetization<br />Social Insights<br />Brand Community<br />Launch in as little as 24 Hours<br />

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The Micro Site Redefined:<br />Connected to Home Site<br />

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The Syndicated Micro Site<br />Brand asset that is connected to brand’s site, connected anywhere on the web<br />Connected to Home Site<br />Brand Community<br />Community Syndication<br />INTERNET<br />Blogs & Profiles<br />Any website<br />

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Social Ads – Your Community Anywhere<br />300x250 IAB unit<br />

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One Social Platform – Deployed Everywhere<br />Brand asset that is connected to brand’s site, connected anywhere on the web<br />Connected to Home Site<br />Brand Community<br />Community Syndication<br />INTERNET<br />Blogs & Profiles<br />Any website<br />

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So What Works in the Future?<br />Low Investment, High Return<br />Well-Connected<br />Highly Collaborative<br />Self-sustaining<br />Asset Creating<br />Word of mouth inspiring<br />Insight-generating<br />Marketing Strategy<br />

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So What Works?<br />A scalable social platform that can connect you across the internet<br />Self sustaining brand owned communities THAT<br />Consumers love, visit, spend time in, come back to, and welcome the brands participation<br />Self sustaining without continued media spend<br />Provides 24x7 insights on your brand, your competitors, consumers needs<br />Nurtures and showcases brand advocates and their testimonials<br />Platform for other digital campaigns<br />

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Questions<br />

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Thank You.<br />Rich Ullman <br />September 22, 2009<br />rich@ripple6.com<br />