Lessons from Pepsi’s Strategy on Twitter Pradeep Oli, 19th January 2013
Twitter helped to humanize the Pepsi brandConsumers own the brands as much as the organization andthey want to share their interests and likesTwitter is the medium where there is a two-way continuousdialogue about the brand
Twitter... For Two-way Continuous Dialogue• For years, PepsiCo has had a toll-free number that consumers can call to share product feedback. People call in all the time and the company considers the line successful• But when Pepsi brand managers wanted faster and more personal ways to connect with soft drinks enthusiasts they looked online and the team started using Twitter to listen to and talk with consumers. The brand twitters as @Pepsi, The corporation twitters as @PepsiCo
Twitter… To Reach New Audience• Interestingly, the company finds the conversations on Twitter are different from those on the toll-free line• The callers were focused on products. Twitterers, on the other hand tend to have opinions not just on the products but on promotions too. They feel they are invited to give their opinions on how the brand should move forward and they were very detailed.• In one of the campaign the company was very successful on collecting quick reactions on Twitter about the bottle packaging. Even sometime very simple reactions like “How many Pepsis do you drink a day?” generates a lot of chatter
Twitter… For Fast Response• Pepsi brand managers find that Twitter is useful not only for quick responses from consumers but for quick responses from the company too• When Michael Jackson who made high-profile commercials for Pepsi during the 1980s died suddenly, the company used Twitter right away in its “Thank you, Michael” tribute, engaging with fans• Twitter means Company can react to something that happens and provide a platform for dialogue. It’s about engagement and building the relationship
Twitter… Dealing With Complaints• Although Pepsi finds that nearly all of the conversation on Twitter is very positive, people do sometimes complain via tweets. The brand managers try to address negative comments very quickly• If somebody doesn’t like a piece of advertising the company accepts that. But if a person has had a problem with a product or is attacking the company in some way, Pepsi has a process in place to resolve the issue directly. The company responds once in public, and if the person stays negative, they switch to direct mail and then to email and phone. Internally, a cross-functional team can help solve problems
Twitter… Consistent Brand Presence• Tone of voice, how to respond to certain types of comments—help Pepsi maintain a consistent brand presence on its Twitter account.• Pepsi requires that staffers maintain personal accounts on social media sites not to interact on behalf of the brand, but to learn about the channels.
Twitter… Measuring Success• Like many brands, Pepsi looks at the number of followers it has. But the company also looks at the sentiment of tweets, rating them on a scale from positive to negative.• The balance changes from week to week and the company is still figuring out what affects consumer feeling and how to measure it