A proposed Social Media Strategy for PepsiCo Lebanon

1. S.M.L.C
SOCIÉTÉ MODERNE LIBANAISE POUR LE COMMERCE
Imad Mawlawi

2. Executive Summary
• Introduce Client
• Analyze operations & Social Media Framework
• Define the goals for social media & Their KPIs
• Enhance brand awareness
• Promote Products & Company
• Implement an interactive content based strategy

3. Client Background
• PepsiCo’s Holder & Bottler in Lebanon since 1952
• HQ: Choueifat Industrial Area
• SM Presence: Twitter and YouTube
• Achievements:
• 1989: PepsiCo’s “Hall of Fame Award”
• 2009: PepsiCo’s “Bottler of the Region”
• 2010: PepsiCo’s “Bottler of the Year”

4. Product List

5. Social Media Presence
17 Followers
Tweets: 121
Last post: 12/11/2013
2 Subscribers
Managed by: Pepsi International
1 Video
Appendix 1

6. Why should SLMC go online?
Promote products
Enhance Brand awareness
Communicate with the Youth
Attract new Talents
Engage with the community
Gather Data & Key Customer insights

7. Current SM Operations
Coordination
• SLMC has no coordination between
its social media team and the rest.
• It’s goals are not translated on
social media at all
Scrutiny & Accountability
 Although SLMC has presence on
some social media platforms, it is
not investing properly in them and
does not have a strategy at all
Data Management
 Not enough Data to manage &
analyze
Scalability & Consistency
 When SMLC implements a clear
social media strategy, it should
scale it’s performance in order to
remain consistent towards its
followers

8. Social Media Management Framework
Context
No strategy or set of goals it wants to
achieve through social media.
Culture
Culture is not translated on its social
media platforms.
Process
SLMC does not have a concrete
process to manage social media
across the organization.

9. Metrics
SMLC does not have clear metrics on
its social media platforms. They will be
defined in the KPI section
People
PepsiCo Lebanon already has a
marketing team and a Pepsi Lebanon
Instagram account. It has the
knowledge and skills to handle the job
Policies No clear policy analyzed

10. Goals
Business Social Media
Increase Growth Sales for all products
• Improve User targeting
• Increase Conversion Rate
Increase Brand Awareness
• Increase # of followers
• Increase conversation reach
• Create visibility social media
platforms
Attract new talent
Increase access to the best
candidates

11. Predictors Of Customer Health
• Signs that indicate customers feeling & behavior toward Firm
• Helps in defining KPIs.
1. What Customers tell company
• Feedback shows users sentiments
2. What Customers tell others
• Conversation among users about products
3. What Customers show others
• Consumers attitude toward competitors
4. What Customers show company
• Consumers interaction & behavior towards us & our products

12. KEY PERFORMANCE INDICATORS
• Offline
• Growth sales
• Market share
• New job applicants
• Online
• Response time i.e.: 30 minutes
• Engagement Rate
• Reach of posts
• Online Visibility: # Followers
• Sentiment-Topic Analysis: Positive or Negative?
• Results should be monitored for a period of 3 month in order to
analyze gathered data & examine results

13. SM Platforms Main Role
• Connect with the older generation
• Company’s main page on social
media
• Promote Products
• News Forum
• Live coverage channel
• Engage with consumers
• Connect with the youth
• Hold competitions
• Derive UGC
• Empower Employees
• Recruit New talents
• Promote organization
Check Appendix 10: When to post

14. Personas
Pipo is 10 years old. Everyday his mum
packs him a Labneh Sandwich with a juice
to eat for breakfast & a snack to enjoy
during his second school recess. He enjoys
eating a lot of chips & cookies. He has an
Instagram account
Jean-Luke is a Junior student. He likes to
eat a lot of junk food and enjoys mixing soft
drinks with alcoholic drinks. Every morning,
he eats a man2oushe on Bliss Street. He’s
on Facebook, Instagram, Twitter &
LinkedIn
Carlos: A 40-50 year old married man with
3 kids (2 girls & 1 boy). He eats healthy
food and tend to drink water with his meals.
His children & wife follow his path.
However, when he’s playing cards with his
friends he likes to eat some snacks &
consume a beverage with them. He’s on
Facebook & LinkedIn

15. Social Media Strategy
Themes:
1. Build an online presence
• SLMC’s online presence is non-existent. For it to start communicating with it
consumers & push its products in the market it should create a solid online
presence.
2. Promotion
• SLMC produces a set of beverages & snacks however not all products have a
strong market share. Through Social Media, the company can increase each
product’s revenue.
3. Talent Acquisition
• For SLMC to stay competitive in the market it needs to attract new talents every now
& now. Thus, it is essential to maintain an online channel where it can seek and
recruit new employees

16. Build Online Presence
• Goal: - Increase Brand Awareness
- Increase Sales
• Steps
• Promote platforms: Invest $
• Contents: Should be Two way Communication
1. Competitions: Hold a competition for each product (I.e.: Mr. Juicy)
2. VOC: Listen to consumers’ wants & needs
3. UGC: Repost followers content to inform & interact with them
4. Communicate Offline Activities: I.e.: Distribute different Mr. Juicy
Sample Flavors around Universities campuses & share it online
Appendix 2,3 & 4

17. • Engagement Rate:
• At least 10 shared images/posts using a unified hash tag
• At least 25 likes on Facebook & 50 Likes on Instagram
• 5 comments/post on Facebook & Instagram
• Visibility:
• 50 followers/week on Instagram
• 25 organic likes/week on Facebook
• Reach:
• 15 Organic View/ post on Facebook
• 3 tags/post on Instagram

18. Target Segments & Responsibilities
• Reason:
• Gives followers the incentive to engage with page.
• Interacting with consumers has proved to be a cost effective way to
increase fan base
• Appendix 5
• Departments involved:
• Marketing Department: Responsible for the whole build up. They
should coordinate with the Finance department to allocate a budget
for rewards
• Finance Department: Coordinates with the Marketing Department
to allocate a budget
• Targeted Personas:
• Pipo & Jean Luke: Tend to consume beverages & snacks on daily
bases. Content should young people enjoying their daily lives

19. Promotion
• Goals: - Increase Growth Sales
- Expand Market Shares
• Steps:
1. Promote products through user
2. Offer an incentive to purchase
I.E.: With every $ spent on Lays, firm donates 0.50 $ to charity
3. New product: Introduce it through a contest or create a buzz
around it, i.e.: Create a hash tag for it
4. Create Conversations around Products
Appendix 5,7 & 8

20. • Offline:
• 2% Increase in demand in supermarkets
• 5% Increase in total Market Share
• Online:
• Conversation Reach:
• Instagram
• Mentions per post: 5
• Hash tag: 25 photos every 2 week
• Likes: 50 likes per post
• Facebook
• Mentions/post: 5
• Likes: 30 likes/post
• Comments: 10 comments/post
• Views: 20 Organic views/post
• Twitter
• Retweets: At least 5 retweets/post
• Likes: At least 10/ post

21. Target Segments & Responsibilities
• Departments Involved:
• Sales & Marketing: Promote new & current products to customers
as well as supermarkets.
• Transportation: Makes sure that market demand is met on time
• Factory: Makes sure that expected quality is met & should know
how much to produce
• Targeted Personas:
• Pipo will be more influenced if images contained someone
his own age or a school student
• Jean-Luke will be persuaded to consume our products if
content shared is relevant to his lifestyle
• Carlos will be encouraged to buy our beverages if contents
brought back good old memories

22. Talent Acquisition
• Goals: - Recruit New employees
- Promote Organization
• Steps:
• Identify employees who are connectors in their professional and
personal lives.
• Develop a great employee referral program that rewards employees
for actively sharing information about job openings.
• Publicize through LinkedIn job vacancies
• Empower Employees on LinkedIn page
• Promote Organizations culture, activities & accomplishments
Appendix 9,10 & 11

23. • Work Opportunities:
• Internships: 10 applications for summer Internship
• Job Vacancy: 20 applications/ Job
• Visibility:
• At least 250 followers within 3 month
• 50 organic views/ post
• Engagement Rate:
• 10 Likes/post
• 5 comments/post

24. Target Segments & Responsibilities
• Departments Involved:
• Marketing: Responsible for promoting the organization & its culture
• H.R: Responsible for setting up job vacancies & accepting new
talents
• Targeted Personas:
• Jean Luke has a required summer internship. He’ll
definitely be interested. Internships are an efficient way for seeking
new employees
• Carlos might have a job however, he might be looking for a
better position or he might be helping his relatives to find a job.
Keeping him on the loop is essential

25. Recommendations
• SLMC should begin by building its online presence
• Goals should be set for a short period of time
• Enables company to analyze properly its actions
• Within 1st trial period listen to VOC & gather insights
• Offer incentives = Motivates users to follow you
• Create an online community for every Persona
• Allows you to target more efficiently
• Engage with consumers
• Seek to post interactive contents

26. Appendix

27. Twitter Account Analysis

28. Competition Sample

29. Offline Activities

30. User Generated Content

31. Voice of Customer

32. Engagement Rate on Instagram

33. Incentive to like image & buy product

34. Creating a hash tag for a new product

35. Promoting Company’s Culture

36. Promoting Internships Through LinkedIn

37. Empowering Employees