E marketer whats_a_brand_site_for_engaging_consumers_across_multiple_channels

Copyright ©2013 eMarketer, Inc. All rights reserved.
The Brand Original 2
Brand Sites = Brand Equity 3
The Traffic Paradox 4
The Content Blend 5
Conclusions 8
eMarketer Interviews 9
Related eMarketer Reports 10
Related Links 10
January 2013
Executive Summary: Brands are spending more time—and money—engaging with consumers outside of their
brand sites on the likes of YouTube, Tumblr, Facebook and many other channels. As marketing efforts move to social
networks and to content sites such as BuzzFeed, what happens to the brand’s dot-com?
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What was once the go-to source for information about a brand
is now just one of many outlets for information, messaging and,
increasingly, content marketing materials. Today, a humorous
campaign posted on YouTube, shared among Facebook fans
and tweeted with abandon will often get more views—and
media mentions—than a brand page.
This report looks at how marketers are using brand sites
alongside newer channels to spread the brand message. It
includes a range of data suggesting that brand sites still have
considerable value and offers examples of experiments and
strategies for using content across multiple channels from
some of the largest consumer packaged goods companies.
Key Questions
■■ In an era of widespread social media, what is the purpose of
the brand site? What does it do best?
■■ Should content from social sites drive traffic to the brand
site? Or should brand sites drive traffic to social sites?
■■ If a brand’s social media site gets more traffic than its brand
site, is it necessary to maintain a brand site?
% of total
Average Monthly Visitors to the Top 25* CPG Brand
Websites, Feb 2011
<100,000 64%
100,000-199,000 24%
200,000-299,0004%
300,000+8%
Note: read as 64% of the top 25 CPG brands average less than 100,000
unique visitors monthly; *ranked by household buyer penetration
Source: Accenture, comScore and dunnhumbyUSA, "AreYour CPG Brands
Maximizing the Return onYour Digital Investment?" Jan 29, 2012
148674 www.eMarketer.com
Patricia Orsini
porsini@emarketer.com
Contributors
Tobi Elkin, Cindy Liu
What’s a Brand Site For?
Engaging Consumers Across
Multiple Channels

What’s a Brand Site For? Engaging Consumers Across Multiple Channels Copyright ©2013 eMarketer, Inc. All rights reserved. 2
The Brand Original
Before Facebook (founded in 2004), before Twitter
(2006), before Tumblr (2007) and Pinterest (2010),
there was the brand website. It was where consumers
went to learn about and interact with a brand.
Brand pages, although they are not very heavily trafficked
as a rule, are still a primary resource for consumers seeking
information about products and the companies that make them.
Data from a June 2011 survey conducted by public relations
agency Fleishman-Hillard found that more than two-thirds of the
US internet users queried went to brand sites to find product or
brand information. (And of the even larger percentage of users
who said they used a search engine to find that information, it
seems likely that a large number ended up on brand sites after
their search, too.)
% of respondents
Methods Used to Find Information About Products/
Brands According to Internet Users in Canada,
US & Worldwide, June 2011
Use a search engine
Go to the brand or product website
Go to a product review site
Search a news site
Ask or post a question on a forum
Go to the brand or product's
Facebook page
Go to the brand or product's
Twitter feed
Search Twitter for user comments
Other
Not applicable—do not search for
information about brands or products
on the internet
Canada
93%
63%
47%
15%
12%
14%
3%
2%
7%
5%
US
90%
67%
43%
10%
8%
8%
1%
1%
4%
6%
Worldwide
89%
60%
50%
24%
24%
18%
14%
12%
5%
4%
Source: Fleishman-Hillard, "2012 Digital Inﬂuence Index: Understanding the
Role of Internet in the Lives of Consumers" conducted by Harris Interactive,
Jan 31, 2012
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Internet users interact with brands online in a number of
ways—and many of them still involve brand sites in that
interaction. A Forrester study conducted in the third quarter
of 2011 found that 40% of US internet users had registered for
a promotion or entered a sweepstakes via a brand website,
28% had downloaded coupons or product information
from a brand site and 15% had posted feedback on a
company’s website.
% of respondents
Select Ways that US Internet Users Have Interacted
Online with Companies/Brands, Q3 2011
Registered for a promotion or entered in a sweepstakes on a
company or brand website
40%
Read an email ad or promotional newsletter from a company or
brand
37%
Became a fan of a company or brand on a social networking site
(e.g., Myspace, Facebook)
33%
Clicked on a company or brand listing on a search results page
30%
Downloaded content from a company or brand website (e.g.,
coupons, product information)
28%
Clicked on an ad on a website or search results page
26%
Watched a video produced by a company or brand
23%
Played an online game sponsored or created by a company or
brand
15%
Posted feedback on a company's website
15%
Read a blog written by a company or brand
11%
Note: in the past 3 months
Source: Forrester Research "North American Technographics Online
Benchmark Recontact Survey Q3 2011" as cited in "The New Messaging
Mandate," Jan 9, 2012
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But the study also illustrated the wide variety of other
channels that consumers used to interact with brands and the
kinds of interactions that are possible, whether that’s watching
a video, playing a game sponsored by a brand, commenting on
blog posts or following a brand on a social network.
With all the channels available and all the types of interaction
a company could encourage, what’s the right approach for the
brand site?

Brand Sites = Brand Equity
All that content going out on social networks, sponsored
sites and video channels means less time devoted to
the brand site. But in this fragmented digital marketplace,
it is important to think of the brand site as more than just
a placeholder on the internet.
“For packaged-goods brands, it is still so critical that you
have an environment to control the messaging,” said Sarah
Hofstetter, president of digital marketing agency 360i. “The
frequent conversation we were having with our clients was,
‘Maybe I don’t need a website anymore. Can we just redirect
people to our Facebook page or our Twitter feed?’ But if you
are renting space on someone else’s network, you only have
so much control. You should have real estate that you own,
to get your voice heard in a way you want to communicate it.
That’s what a brand site does.”
Controlling that real estate is critical. More consumers say
they trust a brand site than other types of online content
when researching information about a brand.
According to an October study by nRelate, 48% of online
shoppers said they trusted content from brand websites.
No other content type approached the trustworthiness
of corporate sites, according to this survey—not even
mainstream news sites.
% of respondents
Online Content US Online Shoppers Trust When
Researching Products to Buy, Oct 2012
Manufacturer/brand website 48%
Article I found using a search engine 34%
Expert on a topic related to that product 31%
Mainstream news site 22%
Link a friend posted to a social network12%
Blog 11%
Link found in a display ad4%
Other 11%
Don't trust content online6%
Source: nRelate, "Behavior Shift: Getting Content in Front of Consumers"
conducted by Harris Interactive, Nov 15, 2012
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In a separate survey of internet users in the US and Canada by
marketing services firm Epsilon, the percentage of respondents
who named company websites as a trustworthy source of
information was much lower—just 20% of US internet users and
only 16% of those in Canada—but those relatively low results
were still higher than those for TV, radio or email.
% of respondents
Sources of Information that Are Trustworthy
According to Internet Users in North America,
by Gender and Country, June 2012
US Canada
Friends or family
Newspaper
Brochures, ﬂyers,
direct mail
Company websites
Online search engine
(e.g.,Google)
TV
Radio
Email
Female
55%
23%
19%
23%
21%
18%
15%
14%
Male
47%
22%
13%
18%
19%
14%
14%
10%
Total
51%
23%
16%
20%
20%
16%
14%
12%
Female
50%
22%
19%
17%
16%
17%
15%
11%
Male
42%
23%
16%
15%
16%
16%
15%
8%
Total
46%
23%
18%
16%
16%
16%
15%
10%
Note: top-3 box on a 10-point scale
Source: Epsilon, "Channel Preference for both the Mobile and Non-Mobile
Consumer," Dec 3, 2012
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Whatever the threshold of trust, that trust is not something
brands should squander—and it may mean limiting the use
of traditional promotions on the brand site. When 360i client
Oscar Mayer (a division of Kraft Foods) began an unusual
campaign, “The Great American Bacon Barter,” a reality stunt
in which a comedian traveled the country using nothing but
Oscar Mayer bacon as currency, the campaign was purposely
kept separate from the brand website.
“We didn’t want to upset the consumer experience by taking over
the brand site,”said Hofstetter.“People visiting oscarmayer.com
want to know where to go to buy cold cuts.We wanted to have a
great hub of content for those that were following the challenge.”
So the bacon barter stunt got its own website, with a boost
from social media (not to mention a significant amount of
earned media along the way). “We preserved the integrity of
the brand site,” said Hofstetter, “but still gave consumers an
opportunity to participate via multiple social media channels.”
Not everyone agrees that a brand site is still necessary,
however. James Gross, co-founder and president of Percolate,
a technology company that works with brands to develop
content and distribute it across multiple platforms, questions
whether brand sites will continue to have value. “The future
of the dot-com is definitely questionable in a world where
Facebook, Twitter, Tumblr, all these platforms, let you reach
most of the internet audience without needing to invest in the
underlying infrastructure,” he said.
But most brands are not willing give up a brand.com for a
variety of reasons.
“The branded site’s objectives are to enhance loyalty and
engagement and to provide product news and information,”said
Maria Carolina Comings,associate marketing manager for General
Mills’ NatureValley Granola brand.One of the ways it does that?
“We invite consumers to try us through offers and coupons.”

“The brand website defines your brand. It cultivates the
consumer. And then it allows you to mine the consumer,”
said Pat Gentile, recently retired general manager of Procter
& Gamble Productions, a P&G business unit that provides
content and other assets for the company. “You can actually
close a loop if you can get them to buy your product at a
retailer. [The brand site] helps to drive trial.”
“We want to own that [brand site-visiting] customer and
convert them, [and] have their name in a database,” said
Rachel Weiss, vice president of digital strategy and innovation
at L’Oréal USA. L’Oréal’s Makeup.com is unbranded, yet
mentions of various L’Oréal brands—Kiehl’s, The Body Shop,
Maybelline—are studded throughout how-to articles, celebrity
news and blogs on the site. Products are mentioned on
Makeup.com with the intention that readers will find their way
back to L’Oréal’s brand sites. “The goal is always to drive back
to the brand site so we can capture our customer, whether it’s
through a sale, a contest or an email address,” said Weiss.
The Traffic Paradox
How often will people type in the URL of a brand
site? It depends on the brand, of course. But for most
brands, traffic is unlikely to be very high.
A joint study by Accenture, dunnhumbyUSA and comScore
suggested as much. It showed that 64% of the top 25 CPG
brands averaged less than 100,000 unique visitors per month
to their brand websites.
But ignoring this traffic could be costly. The study also found
that, on average, visitors to CPG brand websites spent 37%
more than non-visitors on those brands in retail stores. So
even the relatively low traffic brand sites typically draw is
a missed opportunity, said Mike Zeman, vice president of
marketing solutions at comScore Inc.
“Brand web sites can attract and influence the behavior of the
most valuable segments of any brand’s franchise,” Zeman said
in a January 2012 press release.
But not all brand managers are looking at traffic when
assessing the effectiveness of their brand sites.
“When we think about traffic to the [brand page], that’s not
really a key performance indicator of ours,” said David Kargas,
senior group manager of public relations and digital marketing
at The Clorox Co., which counts Fresh Step cat litter and
Hidden Valley Ranch among its brands.
“We want all of our brand sites to be a digital hub of sorts, so
we try to have at least a flavor of everything that’s going on
in the social space as part of that brand site.You can watch a
video [on the brand site], but we also know that if you really
want to engage, you’re going to drive off to YouTube.The key
performance indicator for social channels is that interaction rate.”
So, then, does a successful campaign offsite mean higher
traffic for the brand site? Sometimes.
Compete looked at what happened to Mondelez’s Nabisco.com
brand site during one month of Oreo’s Daily Twist campaign. In
September 2012, traffic coming from Facebook, where the brand
posted daily renderings of Oreo cookies based on current events
and holidays, increased 19.6% from August 2012.Traffic coming
from YouTube increased nearly 30%.
Sometimes, though, brand site traffic doesn’t budge.
Compete also looked at how well Old Spice performed on
its YouTube channel compared to its brand site during some
popular ad campaigns. During the 2011 holiday season,
Weiden + Kennedy created a major YouTube campaign,
“MANta Claus,” followed by “Smell Is Power” in January 2012.
Traffic to Old Spice’s YouTube channel surged to 264,969
unique visitors in December 2011. That same month, the Old
Spice brand site’s traffic jumped to 56,525 visitors, according
Brand Sites = Brand Equity

to Compete. But that was a high point; most months thereafter
the number of visitors to the brand site hovered in the
10,000 to 20,000 range. For the most part, no matter what
the content on the YouTube channel, the brand site’s traffic
remained steady.
thousands
US Unique Visitors to OldSpice.com vs. Old Spice's
YouTube Channel, July 2011-Aug 2012
Nov
9,253
28,930
Dec
135,429
56,525
Jan
2011 2012
264,969
21,522
Feb
262,058
24,566
Mar
36,582
15,810
Apr
29,205
14,229
May
140,546
9,776
Jun
55,100
16,876
July
29,925
9,031
Aug
56,486
9,406
Unique visitors to Old Spice's YouTube channel
Unique visitors to OldSpice.com
Source: Compete, as cited in company blog, Sep 27, 2012
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Marketers may not agree on how important it is to drive
consumers to brand sites. But, as Zeman pointed out in the
Accenture/comScore/dunnhumbyUSA study, “CPG marketers
currently invest millions of dollars in their brand websites,
and the results of this study confirm the importance of this
investment. But it’s clear that the content and utilities on
these sites need to be highly engaging if they are to attract a
meaningful number of visitors.”
The Content Blend
The Old Spice traffic numbers point up the underlying
questions for marketers: Where to interact with
consumers and how to optimize the mix.
“We’re constantly trying to figure out what is the right content for
which channel,” said Amanda Mahan, Clorox’s creative director
for digital and content.“With Hidden Valley Ranch, recipes are the
most popular content on our website. So, naturally, we thought
we’d just put them on Facebook. It turns out they are the worst
performing piece of content that we do there.”
Turns out, it’s a question of context.“It’s a different mindset when
[our fans] are on Facebook,” Mahan said.“When they come to
social channels, they want to have fun and share.When they
come to our website, they’re looking to solve a problem.”
According to the Custom Content Council and ContentWise’s
12th annual study of corporate investment in branded content,
educating customers remains the primary reason for using it.
And, even as increasing customer retention and brand loyalty
have risen as reasons for offering branded content over the
past three years, education has increased as a secondary
reason as well.
% of respondents
Reasons for Using Branded Content According to
Marketers in North America, 2009-2012
2009 2010 2011 2012
Primary
Educate customers 54% 54% 49% 43%
Customer retention 25% 23% 26% 25%
Brand loyalty 10% 12% 14% 19%
To upsell customers 3% 4% 5% 6%
Other 8% 7% 6% 7%
Secondary
Customer retention 28% 35% 35% 31%
Educate customers 24% 27% 20% 30%
Brand loyalty 23% 26% 27% 23%
To upsell customers 13% 6% 13% 10%
Other 12% 6% 5% 6%
Source: Custom Content Council and ContentWise, "A Look at How
Corporate America Invests in Branded Content," Nov 20, 2012
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According to General Mills’ Comings, the objective of the Nature
Valley brand site is to “enhance loyalty and engagement with the
brand and provide product news and information.”
But if brand sites are so good at this, what is the purpose of
content channels and how do marketers choose among them? A
study by Content Marketing Institute and MarketingProfs showed
the incredibly rich mix of choices marketers face.
The Traffic Paradox

% of respondents
Content Marketing Tactics Used by B2C Content
Marketers in North America, Aug 2012
Social media* 84%
Articles on your website 84%
E-newsletters 78%
Videos 70%
Blogs 69%
In-person events 63%
Articles on other websites 61%
Mobile content 43%
Mobile apps 42%
Print magazines 42%
Microsites 41%
Branded content tools 40%
Case studies 38%
Print newsletters 37%
Infographics 33%
Research reports 33%
Licensed/syndicated content 33%
Books 32%
Webinars/webcasts 32%
Digital magazines 29%
Ebooks 28%
Annual reports 28%
White papers 28%
Podcasts 26%
Virtual conferences 21%
Games/gamiﬁcation 17%
Note: *excludes blogs
Source: Content Marketing Institute (CMI) and MarketingProfs, "B2C
Content Marketing: 2013 Benchmarks, Budgets, and Trends - North
America" sponsored by Pace, Nov 14, 2012
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The conventional wisdom is that a brand site is the place for
consumers to learn about brands and their products. But
data shows that consumers frequently use social channels to
learn about products. A recent Nielsen report found that 65%
of social media users learned something new about brands,
products or services at least once a month on social networks.
% of respondents
Select Social Media Activities of US Social Media
Users, Aug 2012
Learn more about brands/products/services
65%
Compliment brands
53%
Express concerns/complaints about brands/services
50%
Note: performed at least once per month
Source: Nielsen and NM Incite, "State of the Media: The Social Media
Report 2012," Dec 3, 2012
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The high number of users who have learned about brands via
social channels in part reflects the fact that users visit social
sites regularly. “People don’t start their day on [brand sites],
they start their day on Facebook, Twitter, Tumblr, Pinterest,”
said Percolate’s Gross.
But brands need to be aware of where consumers really are. A
Pitney-Bowes Software survey of marketing decision-makers
in Australia, France, Germany, the UK and the US that included
but was not limited to CPG marketers found that internet
users were not necessarily going to the same social media
sites that marketers were using for content and campaigns.
While Facebook and YouTube were even more popular among
internet users than among marketers, other social sites were
not being used as often as marketers might hope.
Tumblr, for instance, was being used as a marketing tool by
26% of marketers, while just 5% of internet users said they
used the platform.
% of respondents
Social Media Sites Used by Marketing
Decision-Makers and Internet Users Worldwide, Sep
2012
Facebook
93%
84%
YouTube
53%
41%
Twitter
31%
57%
Google+
22%
51%
LinkedIn
19%
50%
Myspace
15%
25%
Tumblr
5%
26%
Internet users Marketing decision-makers
Note: UK, France, Germany, Australia and the US
Source: Pitney Bowes Software, Nov 20, 2012
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Social networking internet users don’t seem to be browsing
all the platforms available to them. In fact, Facebook,
overwhelmingly, is the social network preferred by users
who want to connect with brands, according to research by
Arbitron and Edison Research.
The Content Blend

% of respondents
Preferred Social Network for Connecting with Brands
According to US Social Network Users, Feb 2012
Facebook
79%
Twitter
9%
Other
7%
None
4% Don't know/
not applicable
1%
Note: ages 12+ who have followed a company/brand
Source: Arbitron and Edison Research, "The Social Habit," June 4, 2012
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Ben and Jerry’s, an ice cream brand owned by Unilever, places
content on Facebook, Twitter, Flickr, YouTube, Instagram,
Tumblr and Pinterest. But Mike Hayes, the brand’s assistant
digital marketing manager, said Facebook was its preferred
distribution channel. “It has far greater scale than the other
channels,” he noted. Still, he added, that’s no reason not to
use other channels. “The challenge for brands is to find out
how to most effectively use each channel and figure out what
their fans want from them in each channel, as well as how all
the channels can work together.”
Gross agreed.“I like to say,‘Never push someone into a cul-de-sac.’
You want to post something and link off of that.”Gross,whose
company is banking on brands placing content on social media,
makes the point that brands must keep the content—wherever
it may be—flowing.“Content sites need to refresh constantly,”he
said.“[Brand sites] aren’t flexible enough to create content on a
daily basis;that’s not what was needed when brand sites were
first developed.”
But that’s OK, said 360i’s Hofstetter.“For many brands, the brand
site doesn’t need to be the first point of entry.” Instead, she works
with brands to see which channels they should be investing in,
at what levels and how they should talk to each other.“In most
cases, the brand site is part of that,” Hofstetter said.
Mixing the Channels
There is no lack of experimentation when mixing together
content on multiple channels, and no one right answer for
what works. Consider these three companies and their
approaches to engaging consumers:
New Product, New Site
When Campbell’s launched its Go Soups line, it put all the
brand information for the product on social site Tumblr. The
reason? The soups are aimed directly at millennial shoppers,
a demographic that is more inclined than older consumers to
use Tumblr.
“Tumblr is really meant to be our brand site [for Campbell’s
Go],” said Nelson Warley, Campbell Soup Co.’s senior brand
manager. “That’s the information hub, and you would go there
to understand what this brand is.”
Consumers who start their search for Go Soups at
campbellsoup.com will find a tab at the top of the page but
nothing more. Clicking the tab takes viewers to Campbellsgo.
com, a Tumblr site that, while it provides the same information
as many basic brand sites—product descriptions, nutritional
information, even coupons to download—does it with humor,
engaging images and very little text.
“[Using Tumblr] felt like a natural fit for this target,” said Warley.
“It was an effective way to house a lot of the key brand
information in a way that was seamless to this audience.”
Remaking the Corporate Website
The Coca-Cola Co. recently overhauled its corporate website
(coca-colacompany.com), re-naming it Coca-Cola Journey
and replacing press releases with reported stories, opinion
pieces, recipes and videos. “We believe we’re the first brand
to pull down a traditional corporate website, question what
the role of a company site should be and replace it with an
interactive magazine focused on real content,” said Ashley
Brown, Coca-Cola’s director of digital communications and
social media.
While the corporate site is a halo for all the Coke brands,Brown
said it’s just one element that works to engage consumers globally.
“Brand sites like Journey are doors to consumer engagement,”he
noted.“Our worldwide markets use brand sites for local campaigns
and promotions,as hubs that aggregate links to brand content
elsewhere on the web and as global sites that provide both basic
product information and links to brand content.”
“It’s a risk, and we expect to make mistakes,” said Brown
of Coke’s content strategy. “But I’m excited to see what the
future holds and how our readers respond.”
Loads of Content, Little Product
Energy drink maker Red Bull earned massive media attention
this fall when Felix Baumgartner broke the record for the
highest free fall, jumping from 23 miles above the Earth. Red Bull
sponsored Baumgartner’s years-long quest to break the free-fall
record, documenting the effort live on YouTube, where the final,
successful jump garnered 8 million concurrent views.“Red Bull
has gone further than almost any other brand in demolishing the
line between the company’s ‘primary’ business—making energy
drinks—and the corollary business of creating content and
experiences for the people that it considers its target audience
for those drinks,” wrote Fast Company.
Red Bull’s brand site leans heavily on adrenaline-fueled
content offerings—articles and videos focused on athletics
The Content Blend

and stunts—that convey the idea of the brand without
actually talking about it. Product information is available but
downplayed; it takes several clicks before visitors to the site
learn what’s inside a can of Red Bull.
Q&A: Are you rethinking the purpose of your
brand site?
Mike Hayes
Assistant Digital Marketing Manager, Ben & Jerry’s
Unilever
“We haven’t re-evaluated the purpose of our brand site, but
we have re-evaluated how we communicate our information.
In the past we communicated with consumers on our site
through design; over the last three or four years we’ve seen
that transition to content, and that transition is still not done.”
Laurie Borgen
Editorial Content Manager, Digital Publishing for Baking
General Mills
“Absolutely. Content marketing has enabled us to evolve our
successful recipe sites into powerful food lifestyle sites. We
focus on solving a multitude of consumer needs. It’s about
what our consumers need first and solving that need with our
content stories and with recipes using our products.”
Rachel Weiss
Vice President, Digital Strategy and Innovation
L’Oréal USA
“We’re always looking at how content can influence strategy
across the path to purchase. How a beauty customer
evaluates products is important. So how can we use content
to help increase those sales? It can be on the site. But it can
[also] be through awareness on YouTube.”
Conclusions
Know where the message will play best. There are a lot
of opportunities to engage with consumers. Marketers don’t
have to take advantage of all of them—and, as a matter of fact,
they shouldn’t. Not every social site works for every message.
Marketers should focus their efforts on a few well-chosen sites.
Experiment. Social media is evolving at a rapid rate.While your
message won’t live everywhere, it’s important to know where
your audience is and where your next marketing effort should be.
Keep consumers moving. There should be no dead ends,
advised Percolate’s Gross. Every site, whether it’s a social
network or the brand web site, should link to one another. In
most cases, consumers will pass through the brand site. But
even if they don’t, there should be enough touchpoints that
the brand message is reinforced.
Don’t neglect the brand site. There are a lot of interesting,
engaging programs being done with social media. Those
should continue. But don’t put the brand site aside to focus on
the social site du jour. The brand site is where you can control
the message. Keep it fresh.
The Content Blend

eMarketer Interviews
General Mills Creates Shareable, Cross-Channel
Content for Brands
Laurie Borgen
Editorial Content Manager, Digital Publishing for Baking
General Mills
Maria Carolina Comings
Associate Marketing Manager, Nature Valley Granola
General Mills
Interview conducted on November 29, 2012
Coke’s ‘Journey’ Takes Visitors Beyond the Brand
Ashley Brown
Director, Digital Communications & Social Media
The Coca-Cola Co.
Ben & Jerry’s Serves an Endless Bowl of
Content Marketing
Mike Hayes
Assistant Digital Marketing Manager
Ben & Jerry’s (Unilever)
Content Marketers Beware: You Still Need a Brand Site
Sarah Hofstetter
President
360i
Brand Sites and Social Channels Serve Different
Purposes for Clorox
Amanda Mahan
Creative Director, Digital and Content
The Clorox Co.
David Kargas
Senior Group Manager of Public Relations and Digital Marketing
The Clorox Co.
Campbell’s Partners with Social Networks Sites to
Drive Engagement
Nelson Warley
Senior Brand Manager
Campbell Soup Co.
Cindy Chen
Director of Marketing, Oreo
Mondelez International
Interview conducted on October 1, 2012
Pat Gentile
General Manager (retired)
Proctor & Gamble Productions
David Germano
Vice President, Content Marketing
Empower Media Marketing
James Gross
Co-Founder
Percolate
Ayana Oliver-Green
Associate Brand Manager, Huggies
Kimberly-Clark Corp.
Interview conducted on December 5, 2012
Rachel Weiss
Vice President, Digital Strategy and Innovation
L’Oréal USA

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