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

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
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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
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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

16. A Tool for the Trusted Advisor
PepsiCo Digital Compass

17. S.C.O.R.E. Decision Support Tool

18. 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

19. The Journey Continues..
• From impressions to connections
• Define the “cohorts”
• Lift and shift
• Collaboration
• Experiments
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20. How Big Companies Use Social Media
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