LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 1

Jeremiah Owyang, Altimeter Group

Peter Friedman, LiveWorld

Jennifer Gordon, The Campbell Soup Co.

liveworld.com

Your brand lives in the voice of your customers

Patent PendingPatent Pending 1

#Social 2010

Social 2010Webinar

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 2

liveworld.com

Your brand lives in the voice of your customers

Patent PendingPatent Pending 2

Agenda

Presentations: 40 minutes

Questions: 15 minutes

#Social 2010

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LiveWorld

PLATFORMSFacebook,

Distributed Apps, & Branded Sites

MODERATIONReview & proactive mgmt of any user content anywhere

MANAGEMENTBrand social strategy,

culture & ongoingcommunity mgmt

We create and manage social brand flow

solutions across the social media landscape

Social Everywhere: Getting Your Customers Back

Jeremiah OwyangAltimeter Group@jowyangNov 10, 2009

For a copy of slides, send an email to info@altimetergroup.com

#Social2010

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Corporate Websites Without Community…Are Becoming Irrelevant•A shift has occurred online.•Power is shifting to the consumers that

participate and use social technologies.•As a result, brands must also participate,

to regain power.

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Customers Trust Each Other

6• http://www.edelman.com/trust/2009/

Social Network Adoption Increases –Away From Corporate Sites

7Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/Wave4.pdf

Google Enables Customers To Comment on Any Webpage

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What Does The Future Hold?•Expect every webpage to be social:

Facebook indicates signs of enabling this with Facebook Connect, and inline browsers.

Google Friend Connect, Open ID encourage communities to migrate to many locations.

Mobile devices enable friends to be anywhere with you.

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Pains for Corporations•Pain for marketers who now struggle with:

Unsure where to start. Fragmented discussions all over the web. Limited resources to monitor, manage, and

respond. Lack of control, analytics, or slowed ability

to respond. Shifting of power to social networks and

customers over brands. Inflexible CMS systems.

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Develop A Strategy

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Companies Must Embrace Social•To evolve the corporate web strategy to

stay relevant, brand must: Customers have many choices where to

comment, instead of a fragmented discussion, help them centralize.

Take the lead, offer customers a place to vocalize on your corporate site –rather than on a third party site.

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Evolve Your Corporate Website•To regain power, companies must develop a

strategy to participate:1) Join customers where they are: “Fish where

the fish are.”2) Integrate social technologies with your

corporate website.•Start now, as community will be pervasive:

Aggregate customer opinions to product pages. Integrate community support within products.

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Joining and Creating Communities

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Get Prepared•80% of success is having a strategy•Have a pragmatic approach to social, brands

must: Develop a listening strategy with tools and

process. Have the right roles in place: Community

Manager. Have a process in place internally to monitor,

triage, and respond. Understand how to measure success based on

business objectives.

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Summary•Soon, every webpage will be social –

brands cannot stop this.•Customers trust each other more than

brands –shifting power to consumers.•Get prepared by embracing the social

web, by joining and integrating into your own website.

•Develop the right strategy starting with goals, roles, and processes.

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Thank You

Jeremiah OwyangAltimeter Group

jeremiah@altimetergroup.comweb-strategist.comTwitter: @jowyang

For slides, send an email toinfo@altimetergroup.com

Copyright © 2009 Altimeter Group17

LiveWorld Confidential

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Social Brand Flow

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Your brand lives in the voice of your customers

Patent PendingPatent Pending 18

#Social2010

Peter FriedmanChairman & CEO@PeterFriedman

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flow

“Flow, The Psychology of Optimal Experience”

by Michael Csikszentmihalyi

The mental state of operation in which the person is fully immersed in what he or she is doing by a feeling of energized focus, full involvement and success in the process of activity.

also know as being:

“in the zone”

“in the groove”

or “fully engaged”

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social flow

The mental state of operation in which the person is fully immersed in the energy of their social network experience and relationships.

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social brand flow

Brand’s optimal immersion in your customers’ social flow experience.

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Join

vs.

Create?

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Reach

Media Landscape: Reach vs. Depth

Alignment Depth

Volume

High

Low

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Reach

Media Landscape: Television

Alignment Depth

Volume

High

Low

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Reach

Media Landscape: Television

Alignment Depth

Volume

High

Low

Interruptive Awareness & EducationInterruptive Awareness & Education

RelationshipRelationship& Loyalty & Loyalty

Positioning Positioning

& Education & Education

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Reach

Media Landscape: Retail

Alignment Depth

Volume

High

Low

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Reach

Media Landscape: Social Media

Alignment Depth

Volume

High

Low

Broad Destination Social Networks

Verticals

Branded Community

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Reach

Word of Mouth Channel Structure

Alignment Depth

Volume

High

Low

Comments Buzz Evangelize

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Reach

Social Marketing Impact

Alignment Depth

Volume

High

Low

Brand Reputation,Acquisition,Distribution,

& Promotions

Brand Endorsement& Positioning

Brand Depth,Relationships

& Loyalty

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Reach

Integrated Engagement

Alignment Depth

Volume

High

Low

Broad Destination Social Networks

Verticals

Branded Community

Social brand flow: brand’s optimal immersion in your customers’ social flow experience

Social brand flow: brand’s optimal immersion in your customers’ social flow experience

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Reach

Integrated Engagement

Alignment Depth

Volume

High

Low

Broad Destination Social Networks

Verticals

Branded Community

Social brand flow: brand’s optimal immersion in your customers’ social flow experience

Persistent,consistent social brand engagement

Social brand flow: brand’s optimal immersion in your customers’ social flow experience

Persistent,consistent social brand engagement

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www.liveworld.com

friedman@liveworld.com

Twitter: @peterfriedman

liveworld.com

Your brand lives in the voice of your customers

Patent PendingPatent Pending 32

Campbell Soup Company

Putting Social Everywhere To Work

Jennifer GordonDirector, Global Advertising

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#Social2010

• Global food and beverage manufacturer Simple Meals, heavily anchored in Soup Baked Snacks, heavily anchored in Biscuits and Bakery Healthy Beverages, heavily anchored in

Vegetable-Based Beverages

• Sales: About $8 billion

• Employees: 19,000

• 140-year history

• 120+ countries

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Campbell’s Community DNA

• Kitchen Community Founded 10 years ago To engage consumers Encourage a dialogue about

cooking and recipes

• Consumer connections for cooking behavior intelligence

These relationships were the foundation for the development of our Campbell’s Kitchen Community online

……….The Campbell’s Cooks

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Campbell’s Community Management is Part of Overall Relationship Strategy

Listen & Learn Strategy & Outreach Refine & Optimize & Sustain

Active Engagement

Join / Guide

Strategize

Listen

Continual Listening to Ecosystem

Community Management

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First We Listen And Learn…

• Baseline social monitoring Understanding of how consumers are talking about our

brands, key topic areas, sentiment Identify opportunity areas and key influencers

“Am I the only one who likes Pace Chunky Salsa? Man, I could drink it!“

The Mexican Four Cheese is great for people who like nachos but aren't able to handle too much spice.

For those of you who do not know what the fiery Foods Show is, it's simply the biggest gathering of Hot Sauce Vendors / Buyers / Fans in the country-it's open to the public.

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Campbell’s Kitchen Community

• What the Campbell’s Cooks talk about… Recipe sharing and tips Entertaining for family and friends Everyday and holiday tips Their families Their lives – outside of cooking

• Culture: Our community has evolved from recipe sharing to culture of women bonding through storytelling and sharing

“Years ago I used to make scalloped potatoes using Cheddar Cheese soup, milk, thinly sliced potatoes and onions……It used to be on the cheddar cheese soup can label….. Does anyone have the original recipe?… I’d love to have it again – Thanks so much Carol Anne”

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Family reunionMay 30, 2001 4:46 PM

Here is a FAVOURITE crock pot meal that is easy to make for a crowd. You can put it on in the morning and forget about it the rest of the day. Perfect for buffet style, etc. To make for 4-8 the only

portion that changes is the amount of chicken. After 8 chicken breast halves, I would double the other ingredients. The sauce is AWESOME over rice. I named it after the friend who first served it to me, then gave me the

recipe.

Candie's Chicken 4-8 boneless, skinless chicken breast

halves 1 can cream of mushroom soup

1-8oz block of cream cheese 1/4 cup bottled italian salad dressing

Throw it all in the crock pot on low & leave it. I usually start it before work at 7:30 a.m. & eat at about 5:30 or 6:00. It is probably ready by 5:00. You can even do this with frozen chicken, but I would

cook it on High.

I hope this helps. I would love to offer more recipes. Tell me what you have in

mind & I will offer up lots of suggestions. I love to cook and to

entertain.

Campbell’s Kitchen Community…Dialogue Beyond Recipes

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They Provide Valuable Input

• Re-formulated Mushroom soup

• Community microsite for feedback Emailing to 40,000 cooking moms 6,000 (15%) registered 2,000 (5%) active for 6 weeks 8,000 (20%) total visited over 12 months

• Results Awareness, education, sampling, trial, feedback Library of recipes

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Our Community Members Defend The Brand

Negative: “I find that the soup doesn't behave the same in my family's recipes. ….. the new formula doesn't seem to give the substance to our recipes that the old one did. I think it also has a higher moisture content, requiring less of some other liquid to be used in each recipe.”

Positive Brand Advocates:

“I thought the soup was great. The flavor is wonderful and the texture quite appetizing. I have used the new soup in all of my old recipes and have seen an improvement.”

 

“I agree, the soup has a much more creamy texture so it is a lot easier to stir into recipes.”

 

“I also recently used the new cream of mushroom soup recently in a regular recipe of mine and found it much easier to mix.”

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They Welcome & Mentor Newcomers

• Newcomer: "Hello, i just joined today and I'm hoping to make some friends on here and snag some great recipes."

 

• Member Replies

"Welcome Laura to the nicest place for sharing recipes and everything else under the sun.......Penny."

 

"Welcome Laura! Glad you're here!! Gibber.”

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Campbell’s Kitchen Community…A New Look

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Community Across Brand Portfolio

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Pacefoods.com Community

• Launched this year based on strong consumer response to emails, promotions, and blog monitoring

• Pace Insider Newsletters introduce the community

• Under the Lid promotion on pack

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Outreach Strategies Across The Web

• AOL Dinner Tonight Sponsorship

Recipe integration

Advertising units

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Outreach Strategies Across The Web

Allrecipes.com recipe integration, including Dinner Spinner iPhone app

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Prego Promotion on BlogHer Network

Outreach Strategies Across The Web

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Outreach Strategies Across The Web

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Outreach Strategies Across The Web

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Reach

Campbell Creates And Joins

Alignment Depth

Volume

High

Low

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New Pilot: Outreach On Facebook

Italian Meals 5 33 ****

French Cooking 4 12

Kids Recipe Activities 49 554 *****

My Best Recipe Ever 9 100 ***

Health & Fitness 2 233

Recipes 40 524 **** Nov 9, 2009

Holidays 12 50 Nov 9, 2009

Kids 65 800 ***** Nov 4, 2009

Mixing family and Cooking Fun! in KidsLatest Post by Star Posted on Nov 9, 2009 02:01

KitchenCampbell’s Kitchen Page

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New Pilot: Outreach Distributed

LiveBarTM socializes the corporate content site

Social Network Open

Social Network At Rest

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Distribute And Integrate One Social Network Across Sponsored Sites

Socialized corporate site

Sponsored sites with Campbells socialization

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Integration Across The Entire Media Mix

• Direct response TV

• Recipe focus

• Explicit inclusion of site content

• Drives consumer to site

• Drove community engagement

• Increased sales

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LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 57

Audience Questions

#Social2010

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Thank You

Next Webinar:December 9, 2009

LiveWorld New Products(Launching Nov 17, 2009)

* Facebook Applications (Three New) ** Facebook Moderation *

* Facebook Community Management *

* LiveBarTM Distributed Social Networking *

* Idea Power *

* Community Center 3.0 *

liveworld.com

Your brand lives in the voice of your customers

Patent PendingPatent Pending 58