The Truth Behind the Words: What People REALLY Want from Marketers in Social Networks Rich Ullman June 30, 2009 [email protected]
Nov 10, 2014
The Truth Behind the Words:
What People REALLY Want from Marketers in Social Networks
Rich Ullman
June 30, 2009
Agenda
• Introduction• Why Interact?• What is “the Backyard”?
– How and Why Does It Work? – Examples
• What We’ve Learned• Summary• Q&A
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
Agenda
• Introduction• Why Interact?• What is “the Backyard”?
– How and Why Does It Work? – Examples
• What We’ve Learned• Summary• Q&A
Consumers want companies to interact
Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation
37% think companies
should develop new ways for
consumers to interact with their
brand.
56% feel a stronger
connection with and better served by
companies whom they interact with in
social media.
85%believe a company should be present and interact with
consumers to solve problems and solicit
feedback
The Tide is Moving Quickly
3x faster
1 out of 11
57% vs. 79%Source: Nielsen Online; IDC.
“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.”
Brand must find ways to engage with consumers
December 2008
No InteractionListening
Blog RollsTwitter feeds
Brand Monitoring
Broadcasting Your Website
AdvertisementsSocial Media Presence
Conversation Online Communities
Social NetworksFeedback Forums
Focus GroupsBrand Blog or Twitter
Consumers Listening Consumers Talking
BrandsListening
BrandsTalking
Four Modes of Brand-Consumer Interaction
Agenda
• Introduction• Why Interact?• What is “the Backyard?”
– How and Why Does It Work? – Examples
• What We’ve Learned• Summary• Q&A
The Back Yard – Transformative Communication
Anonymous hits People, conversations,
connections
Go to their Backyard, don’t bring them to yours
Where They:
•Go regularly•Have rich profiles•Have trusted networks•Share information through those networks.
Their Backyard
Affinity Networks Work Best:
•Right context for Brands
The Right Tools Open the Gates
Public Communities Social AnalyticsPrivate Insights
•Ongoing discussions•Listen and Engage Opportunistically
•Private Insights Groups•Primary Research
•Lots of conversations•Lots of Social Media Data•Analytics needed
Public Communities: e.g. Benjamin Moore
• 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.
Private Insights: e.g. 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
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
• Social Insights Week One:– 31 conversations– 1,800+ comments
MomsLikeMe.com Research Group
• Ongoing panel with 346 participants
• Opt-in discussions
• 80 markets
• Since March 19th
– 90% attendance– 61% active
participation
Agenda
• Introduction• Why Interact?• What is “the Backyard”?
– How and Why Does It Work? – Examples
• What We’ve Learned• Summary• Q&A
Advertising / Messaging
Users Get It
• They know marketing revenue is necessary to keep sites free for members
“I understand that businesses need to
advertise… Nothing is free. That‘s how the sites pay for
upkeep and employees.”
“It could be a thread that is paid for by the company to help raise revenue for the site or it could be a thread that is not associated with
anything...”
• They’re willing to suggest ways to do it and improve it.
Contrary to Stereotype, Ads are OK.
• Users want to “opt in” to your ads and messages through actions
“I can read it and follow a link if I wish, or choose to ignore it. ”
• They don’t feel limited by traditional ads, so marketers shouldn’t either.– Use the format of the network
to communicate with users
But Not All Ads are OK.
• They shouldn’t interfere with user interactions.– Pop-ups, interstitials and
roadblocks are examples.
“If it correlates to the purpose of the site, I actually enjoy seeing products/services that I may not have been exposed to otherwise.”
There’s a Welcome Mat. Come In!
• They want you to be part of the group… not just your messages.
• They want you to bring something of value, rather than just your stuff.
• Outsiders are welcomed…until they’re not!
R-E-S-P-E-C-T
• Transparency is the first key to gaining respect.
“I want to know if I’m responding to a post by Company A or Company B rather than one by an individual acting on her own.”
• They want straightforward answers, even when they’re not “good news.”
• Privacy.
Relevant and Useful Information
• Providing relevant and useful information is vital to building relationships.– Product info at the right
time
“Yes, if used correctly, social media can be a great way to interact with customers. The trick is, you do not want to come across like you are trying to sell something. ”
Emotion
“I think that in using social media… companies need to become personal (friends) with the consumer.”
“Get back to the heart of a message. Touch a persons heart strings or genuinely
make them laugh. “
”It really helps if you make them feel like they are your friend.”
Ways to Succeed
“Think Global, Act Local”
• Users want things that can impact their lives.– Be actionable
• Where possible, create events and ambassadors.
Treat Them Like Friends and Family
• Make the participants feel exclusive whenever possible
• Discounts, new product trials, coupons are never a bad thing
Summary
Summary
• Members understand the need and want companies to interact with them within social networks... but on their terms!
• Marketers ARE welcome (under those conditions)
• Users are there to create relationships; follow that lead.
• Opportunity exists to learn, engage, and succeed.
Q&A
The Truth Behind the Words:
What People REALLY Want from Marketers in Social Networks
Rich Ullman
June 30, 2009