this is a small brief social media audit about pepsi India social media marketing strategies, Initiatives and their campaigns like Change the Game and Youngistan ka Wow. All in good spirits to help the brand do better

1. Pepsi India Social Media Audit Courtesy: www.yindia.co.in India’s new social networking destination

2. Index Social Media Objectives Social Media Audit: Facebook Twitter YouTube

4. To integrate offline marketing strategies with online social media and leverage on its viral WOM factor

7. Currently have 7.5 Lakh fans which is approximately 10% of all online users in India

9. There should be higher respect shown to the wall updates posted by fans by sharing them on page

10. The Pepsi India page is failing to generate conversations on content and updates posted by fans, may be b’coz they want to moderate the page and conversations

12. All their campaigns have a strong offline and online integration

13. Their current campaign “ Change the game” is marketed keeping in mind the coming cricket world cup

14. Pepsi is the official sponsor of the world cup as a part of their offline marketing strategy and they are integrating social media to promote the same

15. The selected game changers from the campaign will get an opportunity to travel with the Indian team through out world cup

17. A better and more enhanced online contribution could have been created if more importance would have been given to social media

19. Social Media Campaign: Pepsi World Peace Pepsi Peace was a campaign that turned out to be just an application A good concept was lost somewhere in between A concept of promoting Peace through self designed T-Shirts with own messages was creative and interesting The Facebook publishing feature and T-shirt designing feature makes the application as perfect as it can be Even though the concept was good and application support was available there was strategic loopholes in the social media plans as their was no defined objective The entire Pepsi Peace world failed to be claimed as a social media campaign Conclusion A possible campaign just turned out to be an application and engagement tactic

20. Engagement Strategies : Contest Pepsi India page is running frequent contest as a part of their engagement strategy In past few months there have been weekly contest Most of the contest revolve around Pepsi as product and not the concept of Youngistan Most of the contests are routine and lack creativity The frequent contest can make the brand page as a contest driven page The fans will come to the page not because of their brand connect but because of materialistic contest gifts which will not solve the purpose of social media strategy of building evangelist

21. Fan connect On each post by Pepsi fan page admin the average number of response in terms of likes and comments is 850 For Fan page has 7.5lakh fans the average response of 850 (i.e .001%)is considerably low This shows that even though the fan page has high fan base but the active number of fans are comparatively very low The brand should not be complacent about their fan base but needs to work on increasing the active ratio

22. Content Analysis: Facebook The page has good video content which include their TVC The good thing observed is the videos contributed by fans are more than that by page admin which means that fans are sharing content and taking initiatives The biggest strategy of social media is to generate all social content by people and not just for people There are no video viral strategy adopted by the Pepsi India so far, I would wait to see that from one of the biggest Indian brand

23. Social Media Strategy Audit: for YouTube Channel Courtesy: www.yindia.co.in India’s new social networking destination

24. Pepsi India: YouTube Pepsi, one of the biggest brand in Indian market with history of TVCs has only 17 videos in their YouTube channel All videos are their TVCs and no special videos created specifically as a social media viral strategy The channel was created in year 2007 has only 17 videos in past 3 years The channel views received are appox 2 lakh The number of subscribers are 153 which is low considering the age of channel and the Brand Value of Pepsi

25. Social Media Strategy Audit: for YouTube Channel Courtesy: www.yindia.co.in India’s new social networking destination

26. Pepsi India : Twitter Pepsi India twitter name is @PepsiWhatsUrWay It is considerably a long name and doesn’t convey the real purpose of the Twitter handle The followers might get confused whether it is official twitter handle for Pepsi India or not Current Twitter followers are 969 The followers to Following ratio is 3:2 which is good in terms of connection The number of tweets are relatively low and shows that the channel has not been given importance as much as that to their Facebook fan page There are no major hash tag used in conversation which is a poor twitter strategy The page lacks conversation with their fans and also seldom retweet its fans