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 Pending 1 #Social 2010 Social 2010 Webinar

liveworld.com Your brand lives in the voice of your customers Patent Pending 2 Agenda Presentations: 40 minutes Questions: 15 minutes #Social 2010

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

Social Everywhere: Getting Your Customers Back Jeremiah Owyang Altimeter Group @jowyang Nov 10, 2009 For a copy of slides, send an email to info@altimetergroup.com #Social2010

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.

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.

Customers Trust Each Other http://www.edelman.com/trust/2009/

http://www.edelman.com/trust/2009/

Social Network Adoption Increases –Away From Corporate Sites Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/Wave4.pdf

Google Enables Customers To Comment on Any Webpage

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.

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.

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.

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.

Develop A Strategy

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.

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.

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.

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.

Joining and Creating Communities

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.

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.

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.

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.

Thank You Jeremiah Owyang Altimeter Group [email_address] web-strategist.com Twitter: @jowyang For slides, send an email to [email_address] Copyright © 2009 Altimeter Group

Social Brand Flow liveworld.com Your brand lives in the voice of your customers Patent Pending 18 #Social2010 Peter Friedman Chairman & CEO @PeterFriedman

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”

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

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

Join vs. Create?

Media Landscape: Reach vs. Depth Reach Alignment Depth Volume High Low

Media Landscape: Television Reach Alignment Depth Volume High Low

Media Landscape: Television Reach Alignment Depth Volume High Low Interruptive Awareness & Education Relationship & Loyalty Positioning & Education

Media Landscape: Retail Reach Alignment Depth Volume High Low

Media Landscape: Social Media Reach Alignment Depth Volume High Low Broad Destination Social Networks Verticals Branded Community

Word of Mouth Channel Structure Reach Alignment Depth Volume High Low Comments  Buzz  Evangelize

Social Marketing Impact Reach Alignment Depth Volume High Low Brand Reputation, Acquisition, Distribution, & Promotions Brand Endorsement & Positioning Brand Depth, Relationships & Loyalty

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

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

www.liveworld.com [email_address] Twitter: @peterfriedman liveworld.com Your brand lives in the voice of your customers Patent Pending 32

Campbell Soup Company Putting Social Everywhere To Work Jennifer Gordon Director, Global Advertising 33 #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 

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

35 

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 36 

Kitchen Community

Founded 10 years ago

To engage consumers

Encourage a dialogue about cooking and recipes

Consumer connections for cooking behavior intelligence

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 

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. 38 

Baseline social monitoring

Understanding of how consumers are talking about our brands, key topic areas, sentiment

Identify opportunity areas and key influencers

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” 39 

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

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. 

They Provide Valuable Input Re-formulated Mushroom soup Results Awareness, education, sampling, trial, feedback Library of recipes 41  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

Re-formulated Mushroom soup

Results

Awareness, education, sampling, trial, feedback

Library of recipes

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

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.” 42 

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.”

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.” 43 

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.”

Campbell’s Kitchen Community…A New Look 44 

Community Across Brand Portfolio 45 

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 46 

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

Outreach Strategies Across The Web AOL Dinner Tonight Sponsorship Recipe integration Advertising units 46 

AOL Dinner Tonight Sponsorship

Recipe integration

Advertising units

Outreach Strategies Across The Web Allrecipes.com recipe integration, including Dinner Spinner iPhone app 48 

Outreach Strategies Across The Web Prego Promotion on BlogHer Network 49 

Outreach Strategies Across The Web 50 

Outreach Strategies Across The Web 51 

Campbell Creates And Joins Reach Alignment Depth Volume High Low 52 

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

New Pilot: Outreach Distributed LiveBar TM s ocializes the corporate content site Social Network At Rest 54 Social Network Open 

Distribute And Integrate One Social N etwork A cross S ponsored Sites Socialized corporate site Sponsored sites with Campbells socialization 55 

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 56 

Direct response TV

Recipe focus

Explicit inclusion of site content

Drives consumer to site

Drove community engagement

Increased sales

Audience Questions #Social2010

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 * liveworld.com Your brand lives in the voice of your customers Patent Pending 58