1. SOCIAL MEDIA
MARKETING PROPOSAL
FOR
By: Yan Zhang
NMDL Final Presentation
12.04.2010

2. 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

3. CHALLENGES AND GOALS
 Competition
 Currency Exchange
 U.S. economic
downturn
 Soup Market in
Gradual Decline
 Losing 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

4. THEME:

5. PROMOTION CAMPAIGN
STRATEGIES I
Announce news
Useful information and coupons
Receive feedbacks from consumers

6. 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

7. 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.

8. SUCCESS METRICS
Monitoring
-Monitter
-Google
Alerts
Facebook
fans
Twitter
followers
Google
Analytics
YouTube
subscribers
SUCCESS

9. BUDGET ALLOCATION

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