going deep with social: methods to listen and

Going Deep with Social:Methods to Listen and Engage with

Customers for Unique In-Depth Insights

Rich Ullman & Edward Oh

November 13, 2009

rich@ripple6.com / ed@ripple6.com

social network analysis software

Our Agenda

• Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans. How do you generate rich qualitative insight on the discussions that are most relevant to you? How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations

Our Agenda

• Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insight from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans. How do you generate rich qualitative insight on the discussions that are most relevant to you? How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations

Going Deep: Agenda

1. Introduction

2. The Social Landscape

3. Listening and Engagement Opportunities

4. Integrating the Opportunities

5. Summary

6. Q&A

Who is Ripple6?

• Founded 2006

• A wholly-owned, independently operated subsidiary of Gannett. Co., Inc. (as of 11/2008)

• Sister Companies – Point Roll, ShopLocal, USA Today, HS Sports, BNQT

• Social Platform; Strategic Innovation Partner

• Partners include Procter & Gamble, Gannett , Meredith, Unilever

Going Deep: Agenda

1. Introduction

2. The Social Landscape

3. Listening and Engagement Opportunities

4. Integrating the Opportunities

5. Summary

6. Q&A

Social Networks: More and More Time

Source: Nielsen Online; August 2009.

3x faster

1 in 6 minutesPeople are spending more time on social nets

And time spent continues to grow

A Look at Online Community Members

Visit Their Community at Least Once Per Week

Age Under 20

91.5%

Age Over 50

87.5%

Source: e-Marketer’ USC Annenberg School Center for the Digital Future, "The 2008Digital Future Project-Year Seven"

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 2008Digital Future Project-Year Seven"

Going Deep: Agenda

1. Introduction

2. The Social Landscape

3. Listening and Engagement Opportunities

4. Integrating the Opportunities

5. Summary

6. Q&A

What is Listening?

• “The study of naturally occurring conversations, behaviors and signals that may or may not be guided, that brings the voice of people’s lives in to the brand.”

– Authentic, unfiltered thoughts– Guided by other people or organizations– Consumer reactions from the inside– Not just focused on online conversations

• “Brands are in a learning relationship over time; both improve when each listens and responds to the other.”

The ARF Foundation Series: “Foundations of Listening: Putting Listening to Work.”

Three Core Opportunities via Social Nets

1. Listening

Put your ear to the ground

The Enhanced “Ear to the Ground”

Search Engines Google, TechnoratiMedia Monitors Meltwater NewsAlert Services TweetBeep, Text Analyses Lexalytics, Radian6,

Buzzmetrics, ScoutLabs

The Enhanced “Ear to the Ground”

1. Listening

Put your ear to the ground

Reputation Management

Proactive Monitoring

Listening

Engaging

Go Beyond Listening: Engage!

1. Listening

Put your ear to the ground

2. CustomerCommunities

Panels for ongoing feedback

The Back Yard – Transformative Communication

Anonymous hits People, conversations,

connections

Private Backyard: The Salon

Objective• Measure the flow of word-of-

mouth messages to understand its correlation with purchase intent.

Execution

• Community of users• Ripple Analytics Measures

• Relationships• Participation • Conversations• Flow of messages

• WOM influence on purchases

Public Backyard: Don’t Bring Them to Yours

Where They: •Go regularly•Have rich profiles•Have trusted networks•Share information in networks

Affinity Networks Provide a Proper Context for Brands to Interact.

4 Quick Learnings from the Backyard

1. There is a Welcome Mat for

Marketers.

2. Transparency and honesty are the

key to keeping it there.

3. Relevance is the key to building relationships.

4. Remember they are people.

Emotion makes a difference.

Find Relevance.

1. Listening

Put your ear to the ground

2. CustomerCommunities

Panels for ongoing feedback

When?

The Opportunity to Dig Deep

1. Listening

Put your ear to the ground

2. CustomerCommunities

Panels for ongoing feedback

3. Custom Research

Event Driven Opportunities

Custom Research: 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

Custom Research: Co-create a Community

• Brand-less and conversational

• Used to gain insights on how to structure the Suave Brand Community

• Tested Brand Community name prior to launching the community

• Social Insights Week One:– 31 conversations– 1,800+ comments

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

Advertising Agency: New Business Pitch

Objective• Proof of concept on product

for new business pitch

Execution• Embedded Study in Affinity

Social Network

• Recruited in 48 hours

• Delivered actionable insights on 15 questions

• Start to finish in 1 week

Going Deep: Agenda

1. Introduction

2. The Social Landscape

3. Listening and Engagement Opportunities

4. Integrating the Opportunities

5. Summary

6. Q&A

Integration. Putting Each Part to Work.

1. Listening

Put your ear to the ground

2. CustomerCommunities

Panels for ongoing feedback

3. Custom Research

Event Driven Opportunities

Ripple6 Social Insights: Options

Create a stand-alone research community and leverage existing social networks to

complement panel

Embedded

Hybrid

Independent

Build a stand-alone research community

Operate research projects within an existing social network

Social Insights: Multiple Types of Interactions

Discussion Media Calendar

Private Messaging

Observation Room

Many Interactions Equals…

Ripple Analytics

Actionable insights that enable you to understand your community and your audience.

How do people prefer to communicate?

What do they find important or valuable?

What kinds of relationships are

forming?

The Social Conversation: 11/10/2009

• Soda

9,383 messages • Brand 1

6,494 messages• Brand 2

1,002 messages• Brand 3

36 messages• Bottled water

1,792 messages• Spring water

72 messages

• Fructose corn syrup

519 messages

Food for thought…

Post: “My DH recycled my Sunday newspaper before I could figure out the best prices on <Brand 1> products and <Brand 2> water. Can anyone point me in the right direction?”

Reply: “<Brand 1> is 5 for $12 at Biggs. I think it is the best price this week. Definitely a stock up price for me!”

Ripple Analytics Demo

One Brief Example…

Ripple6 Social Insights™

• Application– Concept, Communications, A&U, Website Design,

IHUT

• Packages– Smart Start – Build your community/network – Research Base

• Open Platform– Research Methodology Integration – Services agnostic

Summary

• Interpersonal Communication is no longer in person.

• Going Deep is about getting inside how they feel.

• Listening is not monitoring.

• Comfortable consumers provide honest, rich insight.

• Analytics tools are not helpful, they’re required.

• Integration leads to agility.

Q&A

Going Deep with Social:Methods to Listen and Engage with

Customers for Unique In-Depth Insights

Rich Ullman & Edward Oh

November 13, 2009

rich@ripple6.com / ed@ripple6.com