Back from lunch at Social Media Influence and I’m live-blogging here for the rest of the afternoon. The streams have merged for the next two sessions so we’re not just focusing on external or internal social comms, but across the two. Next up: performance with purpose: the promise of pepsico. (Please refresh the page for updates.)
13.48: Bonin Bough, Global Director of Social Media, PepsiCo: runs through the history of social media in newspaper headlines: from “Is Google making us Stoopid”? (Time) to “Is Google making us smarter?” (Atlantic). As Bough puts it, social media is so persuasive, because it’s so pervasive – everyone can use it: “it used to be Revenge of The Nerds, now it’s The Brady Bunch.”
13:57: Pepsico has been attending social media events (SXSWi etc) since the get-go. From these events, has developed the PepisiCo Zeitgeist. Another innovation strand is PepsiCo10: an open call to the public to become one of PepsiCo’s partners.
14:00: Gatorade Mission Control: this is the largest pool of unaided conversation we’ve ever had, why don’t we use it to do something really cool and innovative in the marketplace? Mission Control aims to be the adrenaline that transforms Gatorade’s digital engagement. There’s a ton of conversations out there about Gatorade and hangovers, but we dont’ reallly want to focus on that. We’re focusing on the conversations that matter: eg: mums and sports coaches.
14:05: The Juice: co-created with BlogHer and TropicanaTrop50 – the brand is hardly mentioned but increased awareness among bloghers from 20% pre launch to 67% at week 13.
DEWmocracy: a completely user-generated drink: used an avid community to co-create product and break sales records.
Pepsi Loot: partnership with FourSquare: check into popspots on FourSquare and get drinks tokens.
Pepsi Refresh Challenge: giving away $20m to “ideas that move the world forward”: how do we support the passions of our consumers and give them an enabling platform. Campaign has generated over 1 billion page impressions on Pepsi’s media. Changing the conversation from “I love Pepsi” to “I love Pepsi because it’s helping me realise my ambitions”. Even if they, didn’t win, consumers were grateful because they said they’d learnt to use social media, or they’d learnt the power of their networks, or they’d received a grant for their project from elsewhere.
14:16: The question we’re asking ourselves [at PepsiCo] is: How do we build the most collaborative, social, global business ever? We believe we’re changing the way that companies behave, causing them to behave in a more sustainable fashion.