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iMedia October Breakthrough Summit Keynote: "PepsiCo’s Drive for Innovation" Bonin Bough, Global Director of Digital and Social Media, PepsiCo
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B. Bonin BoughGlobal Dir. Of Digital & Social Media
@boughb
Digital R&D
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We Are Being Rewired As a Society
A Participatory Society
“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”
It’s not just society that’sbeing transformed
Traditional Players No Longer Have the
Power
This is a Global Phenomenon
New Platforms are Being Created
Daily
New Models for Purchasing
Our Sites are Worthless
Business is Being Transformed And At A Pace We Have Never Seen
And This Was Just September
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Shift From Impressions to Connections
Digital R&DDigital Has to Be At The Core Of
Every Business
Open Yourself Up to Innovation
Learning From Digital Events
SxSW(Austin)
Internet Week(New York)
BlogHer(Chicago/NY)
Blog World(Vegas)
Be A Value-Added Participant – Earn Our Way
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Media
Gatorade Mission Control
Consumer Relations Brand
Comms
Mission Control is a cross-departmental effort
Mission Control will be the adrenaline that transforms Gatorade’s digital engagement.
Insights
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
On Our Screens:Focus on Conversations that Matter
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H.S. / Elite Athletes Sideline Moms Coaches, A.D.s, etc.
ConversationsDigital Footprint General Sports
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
Integrate Experimentation Into Your Most Important
Work
Don’t Let the Perfect Be the Enemy Of the Good
POWER OF ITERATION & PORTFOLIO
THE NEW COMMUNICATION SPECTRUM
DEMAND FOR CONTENT & UTILITIES
Paid EarnedOwnedOur Own Channels
EvolvedContent & Utility Platforms
TRADITIONAL COMMUNICATIONS
NEW COMMUNICATIONS
In Closing
• Digital will be at the heart of every business – take healthcare, publishing
• Technology is consumable – giving away an app will be as common as giving away a t-shirt
• We are in a decade of evolved media – Demand Media – mobile – death of the web – FlipBoard
• Women-Technomics – the new level of micro finance• Transparency is dead (#promise) – it is no longer
about being transparent it’s just about being
