Social Networks BIG video conference

1. Social Media… Join the Conversation
and Gain More Leads
March 3, 2011
A special thank you to:

2. Today’s Speakers
Anthony Sanzio Sharon Buntain
Group Director US Brand President
Corporate & Brand Communications TISSOT, Swiss Watches
Campbell Soup Company The Swatch Group, Ltd.
Moderator
Barb Pellow
Group Director
InfoTrends

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4. Today’s Agenda
• All Channels On Barb Pellow
• Social Media and the Digital Anthony Sanzio
Marketing Taxonomy
• The Changing Marketing Sharon Buntain
Demographic
• Recommendations and
Conclusions
• Questions

5. Reaching Consumers… It Used to be Easy!

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

7. Everyone is Connected!
• 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)

8. Social Media: Making Connections
• 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!

9. Texting Takes Off
• 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)

10. A Focus on the Individual!

11. A Movement toward More Targeted Campaigns
What percentage of your marketing campaigns fit into the following categories?
N = 466 Marketers
Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

12. It’s Personalization Plus Engagement

13. Real Time… At the Speed of NOW!

14. A Growing Number of Media Options
Which of the following media does your company use for marketing?
Electronic
Print
Multiple Responses Permitted
N = 518
Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

15. Average Number of Media Types Used in a Direct
Marketing Campaign
How many different types of media does your company use for a typical direct marketing campaign?
Mean = 3
N = 518
Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

16. Top Considerations in Media Decisions
What are your top THREE considerations in deciding which media to use in marketing campaigns?
Cost 66%
Target audience 39%
Customer preference 35%
Nature of campaign (ret. vs. acq.) 27%
Customer data availability 26%
Past campaign performance 25%
Ease of tracking/measurement 22%
Ease of execution 21%
Internal skill sets 8%
Past budget allocation 7%
Following competitor 6%
Recommendation from agency 5%
Multiple Responses Permitted
Other 1%
0% 20% 40% 60% 80%
N = 518 Marketers Percentage of Respondents
Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

17. And the Winner Is…
• 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.

18. Social Media and the Digital
Marketing Taxonomy
Anthony Sanzio
Group Director, Corporate & Brand
Communications
Campbell Soup Company

19. The Campbell Portfolio

20. About Campbell
• 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

21. How We Operate
• 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

22. Media Mix
• 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

23. Social Media is a Tactic within Digital Marketing
Source: MECi

24. Stickybits UPC Code Promotion Highlights New
Condensed Labels, Offers Prices
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 works
A 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.

25. What’s Working, What’s Not
• What’s Working
– Engagement
– Apps
– Mobile
• Challenges
– Measurement
– Organization Structure

26. The Changing Marketing Demographic
Sharon Buntain
US Brand President for TISSOT, Swiss Watches
The Swatch Group, Ltd.

27. Company Background
• 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…
Tissot – Innovators by Tradition

28. Product Offerings and Distribution Models
• Business Model
• Distribution and Retail Model
• Why Tissot?

29. New Opportunities for Marketers
Old School Industry Example Today’s Example
National Print
Campaign
Retail
Outdoor Catalog

30. WHY? Print Example: Style Cards

31. WHY? Print Example: 2-Sided Style Cards

32. WHAT? Media that Engages
Tissot QR Code
Tissot AR TV

33. WHY? A Printed Image that Generates a CRM
Database

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

35. WHY? Virtual Business Cards

36. WHY? QR Codes

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

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

39. WHERE?

40. WHERE? At Retail Using in-Counter Displays

41. WHERE?

42. Key Challenges
• Integrated marketing, the 10 platforms:
— Print? Direct Mail?
— Online? Mobile?
— Social Media? Viral recommendations?
— TV? Radio?
— OOH?
— Sponsorship activitation

43. Recommendations
If you didn’t start in 2010, then 2011 is the answer!
• It’s about growing databases/mailing lists
• It’s about creating content
• It’s about your clients tracking ROI on their marketing
spend

44. In Conclusion…

45. Conclusions: It’s Time to Rethink Your Strategy!
• 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

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

47. “An ostrich with its
head in the sand
is just as blind to
opportunity as
to disaster.”

48. Question & Answer Session
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time to submit questions to our speakers using
the “Ask a Question” box on your console.

49. Thank You!
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