PepsiCo head of social media, B. Bonin Bough, at Social Media Influence 2010

3,872 views
3,748 views

Published on

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

Published in: Business

PepsiCo head of social media, B. Bonin Bough, at Social Media Influence 2010

  1. 1. B.
Bonin
Bough
 Global
Dir.
Of
Digital
&
Social
Media
 @boughb
 
 How
Social
Media
is
Changing
 PepsiCo
 2
  2. 2. Social Media has been around since the beginning of Internet time   Web
1.0
 –  Guys
like
this
were
the
only
 people
who
knew
how
to
create
 them
 –  Because
it
required
knowing
 HTML
   Web 2.0 –  Anyone can create content & publish it due to simple WYSIWYG interfaces –  In fact the entire family can participate
  3. 3. Evolution of the WYSIWYG   Web
1.0
   Web
2.0
 –  Instead
of
needing
to
enter
in
 –  Simple
interfaces
allow
anyone
to
 lines
of
code
to
create
a
blog…
 publish

  4. 4. “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”
  5. 5. What
Will
The
Societal
Impacts
Be?

  6. 6. It’s
already
happening
to
audiences

  7. 7. ShiE
From
Impressions
to
ConnecIons
 13
  8. 8. Open Yourself Up to Innovation
  9. 9. Learning
From
Digital
Events
 SxSW
 Internet
Week
 BlogHer
 Blog
World
 (AusEn)
 (New
York)
 (Chicago/NY)
 (Vegas)
 Be A Value-Added Participant – Earn Our Way
  10. 10. 16
  11. 11. Gatorade
Mission
Control
 Mission Control is a cross-departmental effort Consumer
 RelaEons
 Brand
 Mission
Control
will
be
the
 adrenaline
that
transforms
 Insights Gatorade’s
digital
 engagement.
 Comms
 Media
 20
  12. 12. On
Our
Screens:
 Focus
on
ConversaIons
that
MaMer
 H.S. / Elite Athletes Sideline Moms Coaches, A.D.s, etc. Digital Footprint Conversations General Sports ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. 21
  13. 13. On
Our
Screens:
 Rethink
How
We
Use
Emerging
Tools
 IBM COBRA RADIAN 6 COTWEET TOP 100 ATHLETES BROADCAST BRAND MONITORING ©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. 22
  14. 14. Challenge Your Existing Realities
  15. 15. 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
  16. 16. 25
  17. 17. And
We
Have
Proof
That

 Engagement
Drives
Intent….
 Driving Volume Increasing
Awareness/Trial
 •  Strong increase in Trop50 intent to •  Increased awareness among purchase: 6% to 48% BlogHers from 20% pre-launch to 67% at week 13 •  Increased awareness through spillover impressions in traditional media (21MM) and our media buy (6MM/month) Improving Brand Equity Intangibles •  Positive perceptions of Trop50 •  Long-term benefits of Presence increased dramatically from 10% on social media as-yet- pre-launch to 48% at week 13 of unidentified The Juice … But We Need To Go Further
  18. 18. Integrate
 ExperimentaEon
Into
 Your
Most
Important
 Work

  19. 19. 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
  20. 20. MEDIA COLLABORATION •  PRP engaged media partners to reach key audiences •  We leveraged existing channels to tell the story of PRP April 2010
  21. 21. Don’t
Let
the
Perfect
Be
 the
Enemy
Of
the
Good


×