Social Media… Join the Conversation

and Gain More Leads

March 3, 2011

A special thank you to:

Today’s Speakers

Barb PellowGroup DirectorInfoTrends

Anthony Sanzio

Group Director

Corporate & Brand Communications

Campbell Soup Company

Sharon Buntain

US Brand President

TISSOT, Swiss Watches

The Swatch Group, Ltd.

Moderator

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• All Channels On Barb Pellow

• Social Media and the Digital Anthony Sanzio

Marketing Taxonomy

• The Changing Marketing Sharon BuntainDemographic

• Recommendations and Conclusions

• Questions

Today’s Agenda

Reaching Consumers… It Used to be Easy!

Today’s Consumers are ALWAYS ON and Marketers Don’t Know Which Channels to Use!

• The total number of global Internet users surpassed two billion before the end of 2010

• More than half (1.2 billion) are citizens of developing countries

– In developed countries, 71% of households own a computer, and 65.6% have access to the Internet

Source: ITU, the information technologies and communication arm of the United Nations (UN)

Everyone is Connected!

• As of December 2010, Facebook had more than 500 million active users. 70% of users are outside of the United States. If Facebook were a country, it would be the world’s 3rd largest.

• LinkedIn had over 85 million members in 200 countries as of November 2010. A new member joins every second. About half of LinkedIn’s members are outside the United States.

• YouTube exceeds 2 billion views a day. This is nearly double the prime-time audience of all 3 major U.S. broadcast networks combined

• Twitter has over 106,000,000 registered users. 300,000 sign up per day. Twitter users are, in total, generating an average of 55 million tweets a day—that’s more than 600 tweets per second!

Social Media: Making Connections

• SMS has jumped from an estimated 1.8 trillion in 2007 to 6.1 trillion in 2010.

• At an average cost of seven cents per message, SMS traffic generates approximately $14,000 every second.

• The U.S. and the Philippines combined accounted for more than one-third of the total number of messages sent last year.

Source: ITU, the information technologies and communication arm of the United Nations (UN)

Texting Takes Off

A Focus on the Individual!

What percentage of your marketing campaigns fit into the following categories?

N = 466 Marketers

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

A Movement toward More Targeted Campaigns

It’s Personalization Plus Engagement

Real Time… At the Speed of NOW!

Which of the following media does your company use for marketing?

Multiple Responses Permitted

Electronic

Print

N = 518

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

A Growing Number of Media Options

How many different types of media does your company use for a typical direct marketing campaign?

Mean = 3

N = 518Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

Average Number of Media Types Used in a Direct Marketing Campaign

1%

5%

6%

7%

8%

21%

22%

25%

26%

27%

35%

39%

66%

0% 20% 40% 60% 80%

Other

Recommendation from agency

Following competitor

Past budget allocation

Internal skill sets

Ease of execution

Ease of tracking/measurement

Past campaign performance

Customer data availability

Nature of campaign (ret. vs. acq.)

Customer preference

Target audience

Cost

Percentage of Respondents

What are your top THREE considerations in deciding which media to use in marketing campaigns?

Multiple Responses Permitted

N = 518 MarketersSource: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

Top Considerations in Media Decisions

• Marketers will spend $4 billion worldwide on Facebook in 2011, with $2.2 billion of that in the United States. During 2011, Facebook will receive 68% of all social network ad spending worldwide.

• Twitter is expected to attract $150 million in advertising this year and $250 million in 2012.

• Social games will start to make a dent too. Expenditures will reach $274 million worldwide this year and $417 million in 2012.

• Worldwide spending on social networks will reach almost $6 billion this year, amounting to $3.1 billion in the U.S. and $2.9 billion in international markets.

And the Winner Is…

Anthony Sanzio

Group Director, Corporate & Brand Communications

Campbell Soup Company

Social Media and the Digital Marketing Taxonomy

The Campbell Portfolio

• Founded in 1869

• Global Food and Beverage Manufacturer

– Simple meals, anchored in soup

– Baked snacks, anchored in Pepperidge Farm & Arnott’s

– Healthy beverages, anchored in V8

• Key Brands

– Campbell’s

– Pepperidge Farm and Arnott’s

– V8

• $8 Billion in Sales

About Campbell

• Classic matrix organization

• Business units & corporate functions

• Public Affairs

– Corporate Communications

– Brand Communications

• BU-funded and part of integrated marketing

– Wellness Communications

• BU-funded and part of integrated marketing

How We Operate

• Campbell uses a variety of media across brands– TV - :30 and :15s

– Radio

– Print: Recipe ads

– Out of home

– Digital & Mobile – Spend nearly doubled in last 4 years

Media Mix

Source: MECi

Social Media is a Tactic within Digital Marketing

What is Stickybits?StickyBits is a mobile application that allows users to affix videos, photos, text, or audio to any product that has a barcode.

How it worksA consumer can enter the Soup Scan Sweepstakes by uploading a photo of themselves holding one of the new can labels for a chance to win $500 in prize money.

A consumer can enter in one of two ways:1.Online/Facebook: Taking a digital picture of themselves holding a can with one of the new labels and uploading it to the Soup Scan Sweepstakes entry tab on the RW Condensed Facebook page 2.Mobile device: Downloading the Stickybits application and scanning one of the new can labels to upload a “bit,” in this case a photo of themselves holding one of the new cans. The bit then be uploaded via the mobile application to the Soup Scan Sweepstakes tab on the RW Condensed Facebook fan page.

Stickybits UPC Code Promotion Highlights New Condensed Labels, Offers Prices

• What’s Working

– Engagement

– Apps

– Mobile

• Challenges

– Measurement

– Organization Structure

What’s Working, What’s Not

Sharon Buntain

US Brand President for TISSOT, Swiss Watches

The Swatch Group, Ltd.

The Changing Marketing Demographic

Tissot – Innovators by Tradition

• Tissot was founded in 1853 and is currently active in 165 countries

• Member brand of the Swatch Group, the world’s largest watch company

• $6 billion in sales 2010, $1 billion operating profit

• Number of Employees

• The fascinating back story…

Company Background

• Business Model

• Distribution and Retail Model

• Why Tissot?

Product Offerings and Distribution Models

Old School Industry Example Today’s Example

National Print Campaign

Retail CatalogOutdoor

New Opportunities for Marketers

WHY? Print Example: Style Cards

WHY? Print Example: 2-Sided Style Cards

Tissot QR Code

Tissot AR TV

WHAT? Media that Engages

WHY? A Printed Image that Generates a CRM Database

WHY? Immediacy!Prompt User to Call/e-Mail Regarding a Specific Product

WHY? Virtual Business Cards

WHY? QR Codes

WHY? Education!Educate Consumers by Linking to Social Profiles/Blogs

WHY? Tracking!A Printed Image that Can TRACK RESULTS for Your Customers

WHERE?

WHERE? At Retail Using in-Counter Displays

WHERE?

• Integrated marketing, the 10 platforms:— Print? Direct Mail?

— Online? Mobile?

— Social Media? Viral recommendations?

— TV? Radio?

— OOH?

— Sponsorship activitation

Key Challenges

• It’s about growing databases/mailing lists

• It’s about creating content

• It’s about your clients tracking ROI on their marketing

spend

If you didn’t start in 2010, then 2011 is the answer!

Recommendations

In Conclusion…

• Marketers and service providers need to accept that the balance of power between buyer and seller has changed ... forever

• Economy, technological advancements, and cultural changes will continue to drive cross-media direct marketing opportunities

• Customer engagement and interactivity will be essential to marketers of all types…It is print, mobile, online, and social

• Campaigns need to communicate with customers and prospects through multiple channels

• Communications strategies need to create uniquely powerful opt-in preference driven databases to enhance future communications

Conclusions: It’s Time to Rethink Your Strategy!

• Embrace a “phased” cross-media adoption plan

• Select partners that expand your reach

• Start and end all marketing efforts with data

• Establish interactive communication with your customers

• Develop campaigns with measurement and multiple media types in mind

• Test and iterate, then scale for all new programs

It’s Time to Become an Integrated Cross-Media Marketer

“An ostrich with its head in the sand is just as blind to opportunity as

to disaster.”

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