iMedia October Breakthrough Summit: Keynote: "PepsiCo’s Drive for Innovation"

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iMedia October Breakthrough Summit

Keynote: "PepsiCo’s Drive for Innovation"

Bonin Bough, Global Director of Digital and Social Media, PepsiCo

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iMedia October Breakthrough Summit: Keynote: "PepsiCo’s Drive for Innovation"

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  2. 2. B. Bonin Bough<br />Global Dir. Of Digital & Social Media<br />@boughb<br />Digital R&D<br />2<br />
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  6. 6. We Are Being Rewired As a Society<br />
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  9. 9. A Participatory Society<br />
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  11. 11. “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”<br />
  12. 12. It’s not just society that’sbeing transformed<br />
  13. 13. Business is Being Transformed And At A Pace We Have Never Seen<br />Traditional Players No Longer Have the Power<br />This is a Global Phenomenon<br />New Platforms are Being Created Daily<br />New Models for Purchasing<br />Our Sites are Worthless<br />And This Was Just September<br />
  14. 14. 14<br />Shift From Impressions to Connections<br />
  15. 15. Digital R&D<br />Digital Has to Be At The Core Of Every Business<br />
  16. 16. Open Yourself Up to Innovation<br />
  17. 17. Learning From Digital Events<br />Blog World<br />(Vegas)<br />SxSW<br />(Austin)<br />Internet Week<br />(New York)<br />BlogHer<br />(Chicago/NY)<br />Be A Value-Added Participant – Earn Our Way<br />
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  21. 21. 21<br />Gatorade Mission Control<br />Mission Control is a cross-departmental effort <br />Consumer Relations<br />Brand<br />Mission Control will be the adrenaline thattransforms Gatorade’s digital engagement.<br />Insights<br />Comms<br />Media<br />
  22. 22. On Our Screens:Focus on Conversations that Matter<br />H.S. / Elite Athletes<br />Sideline Moms<br />Coaches, A.D.s, etc.<br />Conversations<br />Digital Footprint<br />General Sports<br />22<br />©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.<br />
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  24. 24. Challenge Your Existing Realities<br />
  25. 25. A Simple Twitter Program Might Be Able to Drive Video Views Better Than Digital Media<br />
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  27. 27. Integrate Experimentation Into Your Most Important Work<br />
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  34. 34. Don’t Let the Perfect Be the Enemy Of the Good<br />
  35. 35. POWER OF ITERATION & PORTFOLIO<br />
  36. 36. THE NEW COMMUNICATION SPECTRUM<br />DEMAND FOR CONTENT & UTILITIES<br />TRADITIONAL COMMUNICATIONS<br />NEW COMMUNICATIONS<br />Paid<br />Owned<br />Our Own Channels<br />Earned<br />Evolved<br />Content & Utility Platforms<br />
  37. 37. In Closing<br />Digital will be at the heart of every business – take healthcare, publishing<br />Technology is consumable – giving away an app will be as common as giving away a t-shirt<br />We are in a decade of evolved media – Demand Media – mobile – death of the web – FlipBoard<br />Women-Technomics – the new level of micro finance<br />Transparency is dead (#promise) – it is no longer about being transparent it’s just about being<br />

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