The social media audit for Pepsi India highlights both strengths and weaknesses across their Facebook, YouTube, and Twitter platforms. While Pepsi India engages actively on Facebook with contests and campaigns, they struggle with genuine interaction and user-generated content, leading to low fan engagement. Their Twitter and YouTube presence is underwhelming, with low follower counts and inadequate strategic usage, indicating a need for better integration and enhanced online engagement strategies.

1. Pepsi India Social Media AuditCourtesy: www.yindia.co.inIndia’s new social networking destination

2. IndexSocial Media ObjectivesSocial Media Audit: FacebookTwitter YouTube

3. Pepsi: Social Media ObjectiveObjectivesTo gain visibility

4. To integrate offline marketing strategies with online social media and leverage on its viral WOM factor

5. To create a higher brand connect with YOUNGISTAN as a large chunk of targeted youth is on social platformsSocial Media Strategy Audit: for Facebook ChannelCourtesy: www.yindia.co.inIndia’s new social networking destination

6. Pepsi India : FacebookPositivePepsi India is one of the most active Facebook Fan page

7. Currently have 7.5 Lakh fans which is approximately 10% of all online users in India

8. The engagement level is retained high by periodic contests and active conversational updatesNegative The page shows by default updates by “ Just Pepsi India” which reflects that they are trying to curb the voice of youngistan

9. There should be higher respect shown to the wall updates posted by fans by sharing them on page

10. The Pepsi India page is failing to generate conversations on content and updates posted by fans, may be b’coz they want to moderate the page and conversations

11. The default page shows “Me, me and only me” by brand which is against the rule of social media as its about being socialSocial Media Campaigns: Change the GamePositivePepsi social media campaigns are one of the biggest and most participated campaigns in Indian social space

12. All their campaigns have a strong offline and online integration

13. Their current campaign “ Change the game” is marketed keeping in mind the coming cricket world cup

14. Pepsi is the official sponsor of the world cup as a part of their offline marketing strategy and they are integrating social media to promote the same

15. The selected game changers from the campaign will get an opportunity to travel with the Indian team through out world cup

16. To add a social media strategy to the same they will enable the game changers to tweet from the stadium live, like LIVE COMMENTARYNegativesIts good to have an online –offline integration for any social campaign but the online contribution for the campaign is very limited

17. A better and more enhanced online contribution could have been created if more importance would have been given to social media

18. The social platforms are used only as an information platform and registration platform but not the selection platformSocial Media Campaign: Youngistan ka WOWYoungistan ka Wow again was an integration of online offline campaignThe purpose was to give a wow factor to the pepsiyoungistan brandMost of social media integration was through conversational engagement , contest and WOW gameThe campaign was considerably not a success as it failed to build social media evangelist for the brandThe campaign will still be considered an offline marketing campaign supported by social media but not a social media campaignConclusion“Youngistan ka WoW” lacked the social WoW factor

19. Social Media Campaign: Pepsi World PeacePepsi Peace was a campaign that turned out to be just an applicationA good concept was lost somewhere in betweenA concept of promoting Peace through self designed T-Shirts with own messages was creative and interesting The Facebook publishing feature and T-shirt designing feature makes the application as perfect as it can beEven though the concept was good and application support was available there was strategic loopholes in the social media plans as their was no defined objective The entire Pepsi Peace world failed to be claimed as a social media campaignConclusionA possible campaign just turned out to be an application and engagement tactic

20. Engagement Strategies : ContestPepsi India page is running frequent contest as a part of their engagement strategyIn past few months there have been weekly contestMost of the contest revolve around Pepsi as product and not the concept of YoungistanMost of the contests are routine and lack creativityThe frequent contest can make the brand page as a contest driven pageThe fans will come to the page not because of their brand connect but because of materialistic contest gifts which will not solve the purpose of social media strategy of building evangelist

21. Fan connectOn each post by Pepsi fan page admin the average number of response in terms of likes and comments is 850For Fan page has 7.5lakh fans the average response of 850 (i.e .001%)is considerably lowThis shows that even though the fan page has high fan base but the active number of fans are comparatively very lowThe brand should not be complacent about their fan base but needs to work on increasing the active ratio

22. Content Analysis: FacebookThe page has good video content which include their TVCThe good thing observed is the videos contributed by fans are more than that by page admin which means that fans are sharing content and taking initiativesThe biggest strategy of social media is to generate all social content by people and not just for peopleThere are no video viral strategy adopted by the Pepsi India so far, I would wait to see that from one of the biggest Indian brand

23. Social Media Strategy Audit: for YouTube ChannelCourtesy: www.yindia.co.inIndia’s new social networking destination

24. Pepsi India: YouTubePepsi, one of the biggest brand in Indian market with history of TVCs has only 17 videos in their YouTube channelAll videos are their TVCs and no special videos created specifically as a social media viral strategyThe channel was created in year 2007 has only 17 videos in past 3 yearsThe channel views received are appox 2 lakhThe number of subscribers are 153 which is low considering the age of channel and the Brand Value of Pepsi

25. Social Media Strategy Audit: for YouTube ChannelCourtesy: www.yindia.co.inIndia’s new social networking destination

26. Pepsi India : TwitterPepsi India twitter name is @PepsiWhatsUrWayIt is considerably a long name and doesn’t convey the real purpose of the Twitter handleThe followers might get confused whether it is official twitter handle for Pepsi India or notCurrent Twitter followers are 969The followers to Following ratio is 3:2 which is good in terms of connection The number of tweets are relatively low and shows that the channel has not been given importance as much as that to their Facebook fan pageThere are no major hash tag used in conversation which is a poor twitter strategyThe page lacks conversation with their fans and also seldom retweet its fans

27. Twitter analysis – most popular subjectsThe conversation analysis shows that 40% Conversational subject have been around YouTube and Videos

28. Only 4% conversations about the brand Pepsi The Male: Female ratio on the page is 70:30 which is relatively good

29. The growth of the twitter follower has reduced after November to 11%Conversation analysis: TwitterThere is Only one conversation for @pepsiwhatsurway on twitter which is badThere is only one hashtag used #pepsithegame which is not good as they need to participate in conversations related to trending topics through hash tagsThe number of @mentions are low which reflect that there are very few conversation between the brand and the followersConclusionOverall what is reflected is that Twitter as a channel has not been given its due importance by the brand