Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

BlogWell San Francisco Social Media Case Study: PepsiCo, presented by Josh Karpf

2,346

Published on

BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. …

BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit http://gaspedal.com/blogwell

In the BlogWell San Francisco case study presentation, "Connecting On and Offline Using Social Media," Manager, Digital and Social Media Josh Karpf describes how PepsiCo has integrated new media including FriendFeed and Twitter into campaigns to connect with consumers in new ways.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This event is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

Published in: Business, Travel
1 Comment
5 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,346
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
177
Comments
1
Likes
5
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. How Big Companies Use Social Media San Francisco | June 23, 2009 Josh Karpf PepsiCo “Connecting On and Offline Using Social Media”
  • 2. Harnessing the power of digital @PepsiCo Josh Karpf Mgr, Digital Media ----------------------------------------- @jkarpf @pepsico 1
  • 3. PepsiCo Digital and Social Media •  Drive digital collaboration, innovation, and education across the global communications discipline. –  Launch PepsiCo wide initiatives –  Creation of common platforms/services –  Build connections to new influencers –  Connect complementing ideas and programs –  Operationalize process and policies –  Share education and best practices 2
  • 4. We need to shift our thinking Shift from impressions to connections Move from one-off content creation to editorial planning Static to editorial (think like a media company) Leverage digital storytelling and conversational marketing to drive news creation
  • 5. PepsiCo Wide Initiatives – Digital Power of One Must Meets •  SxSW – Digital super bowl •  Internet Week •  BlogHer – Connecting with Mom Must Participate •  Embassy Strategy - The Pepsi Cooler - Twitter
  • 6. Must Participate Establishing Embassies
  • 7. Must Participate --- Twitter
  • 8. Syndicating Content
  • 9. Must Meets 8
  • 10. Playing @ The PepsiCo Playground PepsiCo Podcast Playground was a major destination for broadcasting and connecting 9
  • 11. PepsiCo Turns Trends into Art PepsiCo Zeitgeist •  The PepsiCo Zeitgeist monitored the pulse of SxSWi by mining and aggregating SxSW Twitter conversations and presenting trends in real-time •  The PepsiCo Zeitgeist was the talk of Austin and beyond generating over 4 million impressions on blogs and websites, 1,600 Diggs and 1,500 Tweets 10
  • 12. PepsiCo’s SxSWi Immersion •  PepsiCo selected 10 employees from across the Company to participate in The Social Experiment •  Using a variety of social media tools and networks, the participants recorded their experiences and brought the best of SxSWi back to PepsiCo So what is it that I like so much for this program? Why should other brands follow the example of PepsiCo? Because PepsiCo is learning by doing and that is at the heart of Social Media 11
  • 13. PepsiCo Celebrates Internet Week • Target online and social media plus select national print/broadcast outlets with tailored pitches to promote Internet Week activities • PepsiCo search for social communicators who will employ digital media skills to cover Internet Week news • Announced via AdWeek exclusive on May 15
  • 14. PepsiCo Digital and Social Media Building into culture
  • 15. A Tool for the Trusted Advisor PepsiCo Digital Compass
  • 16. S.C.O.R.E. Decision Support Tool
  • 17. Digital Strategy Framework Open  • Wikis  •  Viral Video  •  Blogs/Twi:er  Open Open •  Social nets Communication Collaboration Communica)on  Collabora)on  •  Podcasts  •  Search mktg  Controlled Controlled Communication Collaboration •  Video contests  •  SEO  •  Widgets  •  Social nets   Controlled 
  • 18. The Journey Continues.. •  From impressions to connections •  Define the “cohorts” •  Lift and shift •  Collaboration •  Experiments 18
  • 19. How Big Companies Use Social Media Learn more about upcoming and past BlogWells: http://gaspedal.com/blogwell or live@gaspedal.com

×