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Document 1 of 1 Ripple6; Ripple6 Brand Communities Unlock the Value of Social Marketing Author: Anonymous ProQuest document link Abstract: GCI and a leading provider of white-label social media services to enterprise-class marketers, webpublishers and e-tailers announced that Post Grape-Nuts, Benjamin Moore, Procter &Gamble and Unilever areamong a growing number of top marketers to "crack the code" on social media by leveraging the Ripple6 BrandCommunities social marketing technology. Full text: 2009 AUG 15 - (VerticalNews.com) -- Ripple6, a wholly-owned subsidiary of Gannett Co., Inc.(NYSE:GCI) and a leading provider of white-label social media services to enterprise-class marketers, webpublishers and e-tailers announced that Post Grape-Nuts, Benjamin Moore, Procter &Gamble and Unilever areamong a growing number of top marketers to "crack the code" on social media by leveraging the Ripple6 BrandCommunities social marketing technology. The Ripple6 solution enables brand marketers such as Grape-Nuts and Unilever to connect with consumersand develop conversations and relationships with them in social networks. These Brand Communities canprovide a conversation around the brand and its values to provide an entire community experience that issynchronized across the web. Both Grape-Nuts and Unilever are forming deeper relationships between its brands and moms on the GannettDigital Media Network. For instance, Unilever is using Ripple6 Brand Communities to run the "Living Beautifullyfor Less" groups across MomsLikeMe.com's 80 local mom communities. The groups focus on the Suaveproduct line and how the current economy affects the way moms spend money. By posting tips, advice,questions, and mom makeover videos with Luke O'Connor, the Suave Celebrity Stylist, Unilever and Suave areforming lasting relationships with a robust audience of moms. Using Ripple6 Social InsightsTM for social consumer research, Grape-Nuts also tapped into theMomsLikeMe.com audience to gather a deeper understanding of how specific groups of moms approach theirchoices of cereal. Nearly 100 moms participated in a 4-week discussion that covered 70 topics initiated by amoderator and the participants themselves about the importance of breakfast in a family's life. "We wanted to reach out to moms on MomsLikeMe.com, and Ripple6's technological platform allowed us to dothat in a way that was convenient and comfortable for them," said Gregory Lanides, brand manager for Grape-Nuts. "This created honest conversations and feedback about our brand which allowed for solid insights." The Ripple6-powered Brand Communities and Social Insights technologies enables brands and marketers toinitiate two-way conversations across multiple social networks that lay a foundation for future marketing andproduct development decisions, and engage and measure successful social campaigns. "Consumers have billions of conversations each day across social media channels, but the marketing solution isnot as simple as throwing a bunch of technology into social media sites and hoping consumers will interact,"said Sang Kim, chief executive officer, Ripple6. "Brand Communities are revolutionary because we've created away for marketers to relevantly connect with customers in an environment that the customer chooses, and tobuild this into a single conversation that scales across the web." "We have seen our moms on MomsLikeMe.com embrace these conversations with marketers. Moms want tobe heard and want to share their opinions. We offer an intimate and comfortable environment that results inopenness like never before," said Josh Resnik, vice president and general manager, Gannett Digital MediaNetwork. "Leading consumer brands, like Unilever and Post, are becoming more and more aware of how theseorganic conversations are vital to their marketing efforts. This is beyond advertising; this is dialogue." Keywords: Ripple6, Advertising, Marketing, Technology.

This article was prepared by Marketing Weekly News editors from staff and other reports. Copyright 2009,Marketing Weekly News via VerticalNews.com. Subject: Social networks; Marketing; Product development; Brands; Publication title: Marketing Weekly News Publication year: 2009 Publication date: Aug 15, 2009 Publisher: NewsRx Place of publication: Atlanta Country of publication: United States Publication subject: Business And Economics--Marketing And Purchasing ISSN: 19442424 Source type: Trade Journals Language of publication: English Document type: Expanded Reporting ProQuest document ID: 202973946 Document URL: http://search.proquest.com/docview/202973946?accountid=149759 Copyright: (c)Copyright 2009, Marketing Weekly News via NewsRx.com Last updated: 2010-07-08 Database: ABI/INFORM Trade & Industry

BibliographyCitation style: Harvard - British Standard

Ripple6; Ripple6 Brand Communities Unlock the Value of Social Marketing. 2009. Marketing Weekly News, .

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