SOCIAL MEDIA MARKETING PROPOSAL FOR

By: Yan Zhang

NMDL Final Presentation

12.04.2010

CLIENT’S BUSINESS Foundation: More than 130 years ago, a young

chemist named Dr. John T. Dorrance made his mark on history with the invention of condensed soup. He created an icon and laid the foundation for Campbell Soup Company.

Product: In addition to being the world's largest soup manufacturer, we're also a leading producer of juice beverages, sauces, and biscuits

Product line: 1. North America 2. Asia Pacific 3. Greater Europe

CHALLENGES AND GOALSCompetitionCurrency ExchangeU.S. economic downturnSoup Market in Gradual

DeclineLosing Market Share to

Other Convenience Food and Gourmet Read-to-Serve Soup

Ultimate Goal: Build overall marketing

presence Provide the best products and

customer service Develop relationships with

customers Grow sales

Social Media Goal: Significantly increase followers

on Twitter Create the Campbell YouTube

channel Significantly increase Facebook

fans Build a blogging community

THEME:

Social M

edia Brand AwarenessBrand Preference

PROMOTION CAMPAIGN STRATEGIES I

Announce newsUseful information and coupons

Receive feedbacks from consumers

PROMOTION CAMPAIGN STRATEGIES II

•Utilize YouTube by posing videos that demonstrate how to eat their products•Develop their own channel on YouTube•Users are able to watch their latest commercials•People will be able to comment on the videos and give their feedbacks

PROMOTION CAMPAIGN STRATEGIES III

•Personalize the company by creating a blog•Provide updated information about the Campbell Soup•Efficiently receive comments and suggestions from consumers•Build a positive relationship with potential and active customers.

SUCCESS METRICS

Monitoring-Monitter

-Google Alerts

Facebook fans

Twitter followers

Google Analytics

YouTube subscribers

SUCCESS

BUDGET ALLOCATION

almost Free!

TIMELINE•Lasting throughout the whole year•Intense promotion campaigns during Winter from November to February•Providing coupons during holidays.