My Presentation at OMMA Social, January 26, 2010

1. Building A Comprehensive Social Marketing Strategy January 26, 2010 Rich Ullman rich@ripple6.com

2. Which Doesn’t Belong, and Why?

3. Arnold and Scott Brown

4. It’s about scale. Size Doesn’t Matter “I would argue social networks and digital media are scale at play…” Scale Ubiquity The Little Guy Presence http://adage.com/article?article_id=141536

5. Which Doesn’t Belong, and Why?

6. Thomas Friedman and President Obama

7. It’s About Inspiring the Audience “More (Steve) Jobs Jobs Jobs Jobs” “Conjuring Up Buzz Without a Word”

8. Which Doesn’t Belong, and Why?

9. It’s About Fragmentation Targeting

10. 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

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

12. Checkpoint Scaling Tactics into Strategy Inspiring Your Audience Fragmentation Targeting Expectations

14. Who is Ripple6? Founded 2006 Gannett Digital Company (as of 11/08) Point Roll ShopLocal USA Today HighSchoolSports.net BNQT Social Platform + Strategic Innovation Partner Partners include Procter & Gamble, Gannett , Meredith, Unilever

15. Obligatory Statistics

16. 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

17. 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

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

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

20. Tactics Abound

21. #1 Barrier: Where to Begin Source: 2009 Marketing Industry Trends Report July 26, 2009 by Equation Research

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

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

24. “Campaigns” in Social: vs

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

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

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

28. Be a Curator of Conversations 28

30. Embedded in a social network.

31. 94 moms

33. 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!”

34. Connect It.

35. A Comprehensive Social Marketing Strategy

36. A Comprehensive Social Marketing Strategy

37. A Comprehensive Social Marketing Strategy

38. A Comprehensive Social Marketing Strategy

39. The Social Hub Brings Everything Together

40. How it Works

42. Robust social analytics

43. Core connected community

46. Where consumers actively seek opinions about products

47. Filled with “trusted” people with like interests

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

49. Example: Brand Community

51. Instantly makes your home site social

54. Facebook Connect

55. Facebook Fan Page Widget

56. Facebook App

57. Twitter Widget

60. Brings the community wherever your consumers are

62. The Social Hub Brings Everything Together Luvs Community

63. Social Hub Benefits Scalable Connected Comprehensive Asset

64. Summary Scaling Tactics into Strategy Inspiring Your Audience Fragmentation Targeting Expectations Create Scale Build Around You. Inspire by Following the 7 C’s Connect Your Efforts. Create an Asset.

65. Thank You. Rich Ullman rich@ripple6.com