LiveWorld webinar: Social Everywhere 2010


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On November 10, 2009, LiveWorld hosted a one-hour webinar: "Social Everywhere 2010: How to Get Your Customers to Engage with You - on Your Site, on Facebook, and Across the Web."

The three main presenters were Jeremiah Owyang, partner at the Altimeter Group; Peter Friedman, chairman and CEO of LiveWorld, Inc.; and Jennifer Gordon, global advertising director for the Campbell Soup Company. LiveWorld's Bryan Person moderated the event.

The webinar included a disucssion of these topics:

1) How brand marketers can cope in an era where every web page is social
2) What disruptive tools like Facebook Connect and Google Sidewiki mean for brand markeers and the future of corporate websites
3) Why social brand flow represents the optimal process for brands to use when connecting to their customers--no matter where they spend their time on the social web
4) How brands should think about the "build vs. join" question for online communities and customer engagement
5) How Campbell's used community feedback to raise awareness for a new product

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  • Global Food and Beverage Manufacturer Simple Meals, heavily anchored in Soup. We are the world’s leading maker and marketer of soup. Baked Snacks, heavily anchored in Biscuits and Bakery Healthy Beverages, heavily anchored in Vegetable-Based Beverages Nearly $8 billion in sales Approximately 19,000 employees 140-year history – founded by the man who invented condensed soup – Dr. John T. Dorrance We market our products in 120+ countries
  • We have articulated a very clear mission for ourselves – it outlines our consumer-focused purpose: “ Together we will build the world’s most extraordinary food company by nourishing people’s lives everywhere, every day.”
  • If you follow these steps, you will accomplish all of the “best practices” required to engage audiences in social media. These steps will guide you to 1) Be Creative, 2) Be Honest and Courteous (ask permission), 3) Be Individual, 4) Be Conscious of the audience and 5) Update Regularly
  • LiveWorld webinar: Social Everywhere 2010

    1. 1. Jeremiah Owyang, Altimeter Group Peter Friedman, LiveWorld Jennifer Gordon, The Campbell Soup Co. Your brand lives in the voice of your customers Patent Pending 1 #Social 2010 Social 2010 Webinar
    2. 2. Your brand lives in the voice of your customers Patent Pending 2 Agenda Presentations: 40 minutes Questions: 15 minutes #Social 2010
    3. 3. LiveWorld MANAGEMENT Brand social strategy, culture & ongoing community mgmt We create and manage social brand flow solutions across the social media landscape PLATFORMS Facebook, Distributed Apps, & Branded Sites MODERATION Review & proactive mgmt of any user content anywhere
    4. 4. Social Everywhere: Getting Your Customers Back Jeremiah Owyang Altimeter Group @jowyang Nov 10, 2009 For a copy of slides, send an email to #Social2010
    5. 5. Corporate Websites Without Community…Are Becoming Irrelevant <ul><li>A shift has occurred online. </li></ul><ul><li>Power is shifting to the consumers that participate and use social technologies. </li></ul><ul><li>As a result, brands must also participate, to regain power. </li></ul>
    6. 6. Customers Trust Each Other <ul><li> </li></ul>
    7. 7. Social Network Adoption Increases –Away From Corporate Sites Wave 4. Universal McCann,
    8. 8. Google Enables Customers To Comment on Any Webpage
    9. 9. What Does The Future Hold? <ul><li>Expect every webpage to be social: </li></ul><ul><ul><li>Facebook indicates signs of enabling this with Facebook Connect, and inline browsers. </li></ul></ul><ul><ul><li>Google Friend Connect, Open ID encourage communities to migrate to many locations. </li></ul></ul><ul><ul><li>Mobile devices enable friends to be anywhere with you. </li></ul></ul>
    10. 10. Pains for Corporations <ul><li>Pain for marketers who now struggle with: </li></ul><ul><ul><li>Unsure where to start. </li></ul></ul><ul><ul><li>Fragmented discussions all over the web. </li></ul></ul><ul><ul><li>Limited resources to monitor, manage, and respond. </li></ul></ul><ul><ul><li>Lack of control, analytics, or slowed ability to respond. </li></ul></ul><ul><ul><li>Shifting of power to social networks and customers over brands. </li></ul></ul><ul><ul><li>Inflexible CMS systems. </li></ul></ul>
    11. 11. Develop A Strategy
    12. 12. Companies Must Embrace Social <ul><li>To evolve the corporate web strategy to stay relevant, brand must: </li></ul><ul><ul><li>Customers have many choices where to comment, instead of a fragmented discussion, help them centralize. </li></ul></ul><ul><ul><li>Take the lead, offer customers a place to vocalize on your corporate site –rather than on a third party site. </li></ul></ul>
    13. 13. Evolve Your Corporate Website <ul><li>To regain power, companies must develop a strategy to participate: </li></ul><ul><ul><li>1) Join customers where they are: “Fish where the fish are.” </li></ul></ul><ul><ul><li>2) Integrate social technologies with your corporate website. </li></ul></ul><ul><li>Start now, as community will be pervasive: </li></ul><ul><ul><li>Aggregate customer opinions to product pages. </li></ul></ul><ul><ul><li>Integrate community support within products. </li></ul></ul>
    14. 14. Joining and Creating Communities
    15. 15. Get Prepared <ul><li>80% of success is having a strategy </li></ul><ul><li>Have a pragmatic approach to social, brands must: </li></ul><ul><ul><li>Develop a listening strategy with tools and process. </li></ul></ul><ul><ul><li>Have the right roles in place: Community Manager. </li></ul></ul><ul><ul><li>Have a process in place internally to monitor, triage, and respond. </li></ul></ul><ul><ul><li>Understand how to measure success based on business objectives. </li></ul></ul>
    16. 16. Summary <ul><li>Soon, every webpage will be social – brands cannot stop this. </li></ul><ul><li>Customers trust each other more than brands –shifting power to consumers. </li></ul><ul><li>Get prepared by embracing the social web, by joining and integrating into your own website. </li></ul><ul><li>Develop the right strategy starting with goals, roles, and processes. </li></ul>
    17. 17. Thank You Jeremiah Owyang Altimeter Group [email_address] Twitter: @jowyang For slides, send an email to [email_address] Copyright © 2009 Altimeter Group
    18. 18. Social Brand Flow Your brand lives in the voice of your customers Patent Pending 18 #Social2010 Peter Friedman Chairman & CEO @PeterFriedman
    19. 19. 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”
    20. 20. social flow The mental state of operation in which the person is fully immersed in the energy of their social network experience and relationships.
    21. 21. social brand flow Brand’s optimal immersion in your customers’ social flow experience.
    22. 22. Join vs. Create?
    23. 23. Media Landscape: Reach vs. Depth Reach Alignment Depth Volume High Low
    24. 24. Media Landscape: Television Reach Alignment Depth Volume High Low
    25. 25. Media Landscape: Television Reach Alignment Depth Volume High Low Interruptive Awareness & Education Relationship & Loyalty Positioning & Education
    26. 26. Media Landscape: Retail Reach Alignment Depth Volume High Low
    27. 27. Media Landscape: Social Media Reach Alignment Depth Volume High Low Broad Destination Social Networks Verticals Branded Community
    28. 28. Word of Mouth Channel Structure Reach Alignment Depth Volume High Low Comments  Buzz  Evangelize
    29. 29. Social Marketing Impact Reach Alignment Depth Volume High Low Brand Reputation, Acquisition, Distribution, & Promotions Brand Endorsement & Positioning Brand Depth, Relationships & Loyalty
    30. 30. Integrated Engagement Reach 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
    31. 31. Integrated Engagement Reach 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
    32. 32. [email_address] Twitter: @peterfriedman Your brand lives in the voice of your customers Patent Pending 32
    33. 33. Campbell Soup Company Putting Social Everywhere To Work Jennifer Gordon Director, Global Advertising 33 #Social2010
    34. 34. <ul><li>Global food and beverage manufacturer </li></ul><ul><ul><li>Simple Meals, heavily anchored in Soup </li></ul></ul><ul><ul><li>Baked Snacks, heavily anchored in Biscuits and Bakery </li></ul></ul><ul><ul><li>Healthy Beverages, heavily anchored in Vegetable-Based Beverages </li></ul></ul><ul><li>Sales: About $8 billion </li></ul><ul><li>Employees: 19,000 </li></ul><ul><li>140-year history </li></ul><ul><li>120+ countries </li></ul>
    35. 35. 35 
    36. 36. Campbell’s Community DNA <ul><li>Kitchen Community </li></ul><ul><ul><li>Founded 10 years ago </li></ul></ul><ul><ul><li>To engage consumers </li></ul></ul><ul><ul><li>Encourage a dialogue about cooking and recipes </li></ul></ul><ul><li>Consumer connections for cooking behavior intelligence </li></ul>These relationships were the foundation for the development of our Campbell’s Kitchen Community online ……… . The Campbell’s Cooks 36 
    37. 37. Campbell’s Community Management is Part of Overall Relationship Strategy 37 Listen & Learn Strategy & Outreach Refine & Optimize & Sustain Active Engagement Join / Guide Strategize Listen Continual Listening to Ecosystem Community Management 
    38. 38. First We Listen And Learn… <ul><li>Baseline social monitoring </li></ul><ul><ul><li>Understanding of how consumers are talking about our brands, key topic areas, sentiment </li></ul></ul><ul><ul><li>Identify opportunity areas and key influencers </li></ul></ul>“ 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. 38 
    39. 39. Campbell’s Kitchen Community <ul><li>What the Campbell’s Cooks talk about… </li></ul><ul><ul><li>Recipe sharing and tips </li></ul></ul><ul><ul><li>Entertaining for family and friends </li></ul></ul><ul><ul><li>Everyday and holiday tips </li></ul></ul><ul><ul><li>Their families </li></ul></ul><ul><ul><li>Their lives – outside of cooking </li></ul></ul><ul><li>Culture: Our community has evolved from recipe sharing to culture of women bonding through storytelling and sharing </li></ul>“ 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” 39 
    40. 40. Campbell’s Kitchen Community…Dialogue Beyond Recipes 40 Family reunion May 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. 
    41. 41. They Provide Valuable Input <ul><li>Re-formulated Mushroom soup </li></ul><ul><li>Results </li></ul><ul><ul><li>Awareness, education, sampling, trial, feedback </li></ul></ul><ul><ul><li>Library of recipes </li></ul></ul>41  <ul><li>Community microsite for feedback </li></ul><ul><ul><li>Emailing to 40,000 cooking moms </li></ul></ul><ul><ul><li>6,000 (15%) registered </li></ul></ul><ul><ul><li>2,000 (5%) active for 6 weeks </li></ul></ul><ul><ul><li>8,000 (20%) total visited over 12 months </li></ul></ul>
    42. 42. Our Community Members Defend The Brand <ul><li>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.” </li></ul><ul><li>Positive Brand Advocates: </li></ul><ul><ul><li>“ 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.” </li></ul></ul><ul><li>  </li></ul><ul><li> “ I agree, the soup has a much more creamy texture so it is a lot easier to stir into recipes.” </li></ul><ul><li>  </li></ul><ul><ul><li>“ I also recently used the new cream of mushroom soup recently in a regular recipe of mine and found it much easier to mix.” </li></ul></ul>42 
    43. 43. They Welcome & Mentor Newcomers <ul><li>Newcomer: &quot;Hello, i just joined today and I'm hoping to make some friends on here and snag some great recipes.&quot; </li></ul><ul><li>  </li></ul><ul><li>Member Replies </li></ul><ul><li>&quot; Welcome Laura to the nicest place for sharing recipes and everything else under the sun.......Penny.&quot; </li></ul><ul><li>  </li></ul><ul><li>&quot;Welcome Laura! Glad you're here!! Gibber.” </li></ul>43 
    44. 44. Campbell’s Kitchen Community…A New Look 44 
    45. 45. Community Across Brand Portfolio 45 
    46. 46. Community <ul><li>Launched this year based on strong consumer response to emails, promotions, and blog monitoring </li></ul><ul><li>Pace Insider Newsletters introduce the community </li></ul><ul><li>Under the Lid promotion on pack </li></ul>46 
    47. 47. Outreach Strategies Across The Web <ul><li>AOL Dinner Tonight Sponsorship </li></ul><ul><ul><li>Recipe integration </li></ul></ul><ul><ul><li>Advertising units </li></ul></ul>46 
    48. 48. Outreach Strategies Across The Web recipe integration, including Dinner Spinner iPhone app 48 
    49. 49. Outreach Strategies Across The Web Prego Promotion on BlogHer Network 49 
    50. 50. Outreach Strategies Across The Web 50 
    51. 51. Outreach Strategies Across The Web 51 
    52. 52. Campbell Creates And Joins Reach Alignment Depth Volume High Low 52 
    53. 53. New Pilot: Outreach On Facebook 53  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 Kids Latest Post by Star Posted on Nov 9, 2009 02:01 Kitchen Campbell’s Kitchen Page
    54. 54. New Pilot: Outreach Distributed LiveBar TM s ocializes the corporate content site Social Network At Rest 54 Social Network Open 
    55. 55. Distribute And Integrate One Social N etwork A cross S ponsored Sites Socialized corporate site Sponsored sites with Campbells socialization 55 
    56. 56. Integration Across The Entire Media Mix <ul><li>Direct response TV </li></ul><ul><li>Recipe focus </li></ul><ul><li>Explicit inclusion of site content </li></ul><ul><li>Drives consumer to site </li></ul><ul><li>Drove community engagement </li></ul><ul><li>Increased sales </li></ul>56 
    57. 57. Audience Questions #Social2010
    58. 58. Thank You Next Webinar: December 9, 2009 LiveWorld New Products (Launching Nov 17, 2009) * Facebook Applications (Three New) * * Facebook Moderation * * Facebook Community Management * * LiveBar TM Distributed Social Networking * * Idea Power * * Community Center 3.0 * Your brand lives in the voice of your customers Patent Pending 58