social media marketing: tips and tricks

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Kailei Richardson

kailei@ripple6.com

Social Media Marketing Best Practices

July 21, 2010

Cyndi Zaino

cyndi@ripple6.com

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Agenda

Who We Are

Social Media Marketing

Community Best Practices

Ripple6 Social Hub

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Founded 2006

A wholly-owned, independently operated subsidiary of Gannett Co., Inc. • A division of PointRoll

Provider of Social Media technologies and services.

Notable Partners and Clients:• Procter & Gamble, Kraft, Unilever and

Target

About Ripple6

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Social Media Marketing

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What is Social Media Marketing?

Overwhelming!

Complicated

Facebook and Twitter

Advertising on Social Networks

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What is Social Media Marketing

A way to use social networks and tools for marketing purposes

Enables companies to:• Connect with

customers/consumers

• Launch and execute campaigns

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Types of Social Media Marketing

Facebook/Twitter/YouTube

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Types of Social Media Marketing

Embedded Communities

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Types of Social Media Marketing

Branded Communities

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Community Best Practices

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Community Best Practices

Overview

Community Stages

Managing Teams

Setting Expectations

Engagement & Campaigns

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You’ve already done this before

Think about: • How you currently

interact with your customers and “end-users”

• What are your current best practices when communicating with them?

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Technology makes it better

In the past few decades technology has advanced, making communication faster and more efficient. Conversations are more visible.

You can reach individual customers by • Email• Mobile• Websites• Social networking

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Intro to Community Stages

Seeding & Beta

Launch

Building & Growing

Sustaining

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Managing Teams

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Team Roles

• Determine, manage and execute strategic and tactical tasks to achieve the community’s business goals

Strategic

• Perform technical and administrative tasks to manage the site

Administrative

• Direct and moderate the editorial, ‘social norms’, and voice

• Create and execute community-wide engagement activities

• Create, administrate, moderate and manage a section within the community

Editorial

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Staffing your team

What if I don’t have enough staff? Is it OK to take volunteers?

Some tips• Recruit trustworthy,

diverse and altruistic members

• Have easy avenues of communication and coordination

• Give incentives, recognition and legitimacy

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Managing your team

Individuality plus coordination

Communication opportunities

Tools and resources

Routine check-points

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Setting Expectations

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Social Campaigns vs. Community

What’s the difference?

One supports the other

Community is a long-term investment communication channel

How should I evaluate my community?• Differently than a

campaign• Health and

performance are key

- Numerically- Anecdotally

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Engagement & Campaigns

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Engagement & Campaigns

Contests, Challenges, Competitions

Journaling or Real-world vs. virtual-world activities

Badging, Gaming, and Points Systems

Editorial Campaigns

Community-building

Scavenger Hunts

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Tips & Tricks

Monitor mix of branded versus non-branded messaging/activities

Use combinations of activities

Use trackable links

Leverage your power users

Try different activities – see what sticks!

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Community Stages

Seeding & Beta• Preparing, adjusting,

learning

Launch• Promotion, awareness

Building & Growing• Retention,

engagement, identity

Sustaining• Member-driven,

continue to support

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Ripple6 Social Hub

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The Social Hub

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The Social Hub

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The Social Hub

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Example: Ripple6’s Social Hub

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Example: Ripple6’s Social Hub

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Example: Ripple6’s Social Hub

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Example: Ripple6’s Social Hub

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Example: Ripple6’s Social Hub

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Example: Ripple6’s Social Hub

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Example: Ripple6’s Social Hub

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Social Hub: LaunchPad

Our experienced Social Media Engagement Services team will help you plan, seed and launch your community

Total of a three month engagement

Three components:

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Wrap-Up

Social Media Marketing – another component in your marketing mix

Several trends in social media marketing:• Embedded Communities• Facebook/Twitter/YouTube• Branded Communities

Community Best Practices

Ripple6 Social Hub

Questions?

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Thank You!

Kailei Richardson

kailei@ripple6.com

Cyndi Zaino

cyndi@ripple6.com

http://community.ripple6.com