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

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 Pending 1 #Social 2010 Social 2010 Webinar

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

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. 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

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

8. Google Enables Customers To Comment on Any Webpage

11. Develop A Strategy

14. Joining and Creating Communities

17. 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

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

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

22. Join vs. Create?

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

24. Media Landscape: Television Reach Alignment Depth Volume High Low

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

26. Media Landscape: Retail Reach Alignment Depth Volume High Low

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

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

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

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

33. Campbell Soup Company Putting Social Everywhere To Work Jennifer Gordon Director, Global Advertising 33 #Social2010

35. 35 

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 

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. 

44. Campbell’s Kitchen Community…A New Look 44 

45. Community Across Brand Portfolio 45 

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

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

50. Outreach Strategies Across The Web 50 

51. Outreach Strategies Across The Web 51 

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

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

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

57. Audience Questions #Social2010

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