Listening and Engaging

with Consumers in Social Networks

Rich Ullman

March 12, 2009

7 Tips

Who is this?

Heather McNamara

“She wasn’t just a patient… It was about Heather…”

Tip #7

Understand that

People Are People.

#7 Understand that People are People

Love or Hate?

Hate.

“Uh-oh”

Tip #5

Pay AttentionTo

The Creepiness Factor.

#5 Pay Attention to the Creepiness Factor

Where are we now?

Michael Jackson’s Backyard

That’s Not a Backyard.

Tip #9

Engage PeopleIn

Their Backyard.

#5 Pay Attention to the Creepiness Factor

Grape nuts

MomsLikeMe

• 80 local social networks

• 1 million+ moms

• Where they’re comfortable

Social Insights

Social Insights

• Recruitment– Very specific niches

• 40+• Half the shopping• Healthy Cereal 3x/Week• Not Grape Nuts• Willing to consider

Social Insights

• Recruitment– Very specific Niches

• Flexibility– Fast– Nimble– Adaptive

• Private today• Public tomorrow?

The audience want to talk with you.

“I have no problem being notified by email, but I think it would be

best to reach all members on the Home Page it is the first place I

go when online!”

The audience will participate.

Summary

• Opportunity Beyond Media

• People Want to Talk with Brands**

• Backyard is Better

Thank you.