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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 social2) What disruptive tools like Facebook Connect and Google Sidewiki mean for brand markeers and the future of corporate websites3) 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 web4) How brands should think about the "build vs. join" question for online communities and customer engagement5) How Campbell's used community feedback to raise awareness for a new product
Citation preview
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
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 3
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 [email protected]
#Social2010
4
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.
5
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
8
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.
9
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.
10
Develop A Strategy
11
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.
12
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.
13
Joining and Creating Communities
14
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.
15
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.
16
Thank You
Jeremiah OwyangAltimeter Group
[email protected]: @jowyang
For slides, send an email [email protected]
Copyright © 2009 Altimeter Group17
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 18
Social Brand Flow
liveworld.com
Your brand lives in the voice of your customers
Patent PendingPatent Pending 18
#Social2010
Peter FriedmanChairman & CEO@PeterFriedman
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 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”
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 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.
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 21
social brand flow
Brand’s optimal immersion in your customers’ social flow experience.
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 22
Join
vs.
Create?
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 23
Reach
Media Landscape: Reach vs. Depth
Alignment Depth
Volume
High
Low
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 24
Reach
Media Landscape: Television
Alignment Depth
Volume
High
Low
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 25
Reach
Media Landscape: Television
Alignment Depth
Volume
High
Low
Interruptive Awareness & EducationInterruptive Awareness & Education
RelationshipRelationship& Loyalty & Loyalty
Positioning Positioning
& Education & Education
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 26
Reach
Media Landscape: Retail
Alignment Depth
Volume
High
Low
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 27
Reach
Media Landscape: Social Media
Alignment Depth
Volume
High
Low
Broad Destination Social Networks
Verticals
Branded Community
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 28
Reach
Word of Mouth Channel Structure
Alignment Depth
Volume
High
Low
Comments Buzz Evangelize
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 29
Reach
Social Marketing Impact
Alignment Depth
Volume
High
Low
Brand Reputation,Acquisition,Distribution,
& Promotions
Brand Endorsement& Positioning
Brand Depth,Relationships
& Loyalty
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 30
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
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 31
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
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 32
www.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
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
34
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
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
37
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
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
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
40
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
41
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
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
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
Outreach Strategies Across The Web
• AOL Dinner Tonight Sponsorship
Recipe integration
Advertising units
46
Outreach Strategies Across The Web
Allrecipes.com recipe integration, including Dinner Spinner iPhone app
48
Prego Promotion on BlogHer Network
Outreach Strategies Across The Web
49
Outreach Strategies Across The Web
50
Outreach Strategies Across The Web
51
Reach
Campbell Creates And Joins
Alignment Depth
Volume
High
Low
52
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
53
New Pilot: Outreach Distributed
LiveBarTM socializes the corporate content site
Social Network Open
Social Network At Rest
54
Distribute And Integrate One Social Network Across Sponsored 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
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 57
Audience Questions
#Social2010
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 58
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