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B. Bonin Bough, head of social media, PepsiCo., presented at Social Media Influence's SMI10 conference on the thinking and execution behind the Pepsi Refresh project and the Mountain Democracy campaign. See video of B. Bonin Bough's talk on the video page at www.socialmediainfluence.com Follow us on Twitter @socialinfluence
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B.BoninBoughGlobalDir.OfDigital&SocialMedia
@boughb
HowSocialMediaisChangingPepsiCo
2
Social Media has been around since the beginning of Internet time
Web1.0
– Guyslikethisweretheonlypeoplewhoknewhowtocreatethem
– BecauseitrequiredknowingHTML
Web 2.0 – Anyone can create content &
publish it due to simple WYSIWYG interfaces
– In fact the entire family can participate
Web1.0
– Insteadofneedingtoenterinlinesofcodetocreateablog…
Evolution of the WYSIWYG Web2.0
– Simpleinterfacesallowanyonetopublish
“technological evolution will be less about how we manage and adapt to our physical world, and more on how we manage and adapt to the immense amount of knowledge we have created”
WhatWillTheSocietalImpactsBe?
It’salreadyhappeningtoaudiences
13
ShiEFromImpressionstoConnecIons
Open Yourself Up to Innovation
LearningFromDigitalEvents
SxSW(AusEn)
InternetWeek(NewYork)
BlogHer(Chicago/NY)
BlogWorld(Vegas)
Be A Value-Added Participant – Earn Our Way
16
20
Media
GatoradeMissionControl
ConsumerRelaEons
Brand
Comms
Mission Control is a cross-departmental effort
MissionControlwillbetheadrenalinethattransformsGatorade’sdigitalengagement.
Insights
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
OnOurScreens:FocusonConversaIonsthatMaMer
21
H.S. / Elite Athletes Sideline Moms Coaches, A.D.s, etc.
Conversations Digital Footprint General Sports
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. 22
OnOurScreens:RethinkHowWeUseEmergingTools
IBM COBRA RADIAN 6 COTWEET
BROADCAST TOP 100 ATHLETES BRAND MONITORING
Challenge Your Existing Realities
A Simple Twitter Program Might Be Able to Drive Video Views Better Than Digital Media
Pepsi Refresh Anthem Pepsi Max - I'm Good Pepsi - PepSuber
1,954,106 1,930,458 1,698,917
$977,053 $965,229 $849,459
25
Driving Volume • Strong increase in Trop50 intent to
purchase: 6% to 48%
• Positive perceptions of Trop50 increased dramatically from 10% pre-launch to 48% at week 13 of The Juice
• Long-term benefits of Presence on social media as-yet-unidentified
IncreasingAwareness/Trial
• Increased awareness among BlogHers from 20% pre-launch to 67% at week 13
AndWeHaveProofThatEngagementDrivesIntent….
… But We Need To Go Further
• Increased awareness through spillover impressions in traditional media (21MM) and our media buy (6MM/month)
Improving Brand Equity Intangibles
IntegrateExperimentaEonIntoYourMostImportant
Work
April 2010
THE POWER OF NETWORKS
NETWORK ACTIVATION
• PRP provided participants with tools and resources to activate their networks
• Even ideas that did not win grants benefit by deploying advocates, building their social networks and generating awareness
April 2010
MEDIA COLLABORATION
• PRP engaged media partners to reach key audiences
• We leveraged existing channels to tell the story of PRP
Don’tLetthePerfectBetheEnemyOftheGood
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