How Big Companies Use Social Media
Josh KarpfPepsiCo
San Francisco | June 23, 2009
“Connecting On and Offline UsingSocial Media”
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Harnessing the power of digital
@PepsiCo Josh Karpf
Mgr, Digital Media -----------------------------------------
@jkarpf @pepsico
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• Drive digital collaboration, innovation, and education across the global communications discipline. – Launch PepsiCo wide initiatives – Creation of common platforms/services – Build connections to new influencers – Connect complementing ideas and programs – Operationalize process and policies – Share education and best practices
PepsiCo Digital and Social Media
We need to shift our thinking
Shift from impressions to connections
Move from one-off content creation to editorial planning
Static to editorial (think like a media company)
Leverage digital storytelling and conversational marketing to drive news creation
PepsiCo Wide Initiatives – Digital Power of One
Must Meets • SxSW – Digital super bowl • Internet Week • BlogHer – Connecting with Mom
Must Participate • Embassy Strategy
- The Pepsi Cooler - Twitter
Must Participate Establishing Embassies
Must Participate --- Twitter
Syndicating Content
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Must Meets
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Playing @ The PepsiCo Playground
PepsiCo Podcast Playground was a major destination for broadcasting and connecting
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PepsiCo Turns Trends into Art PepsiCo Zeitgeist
• The PepsiCo Zeitgeist monitored the pulse of SxSWi by mining and aggregating SxSW Twitter conversations and presenting trends in real-time
• The PepsiCo Zeitgeist was the talk of Austin and beyond generating over 4 million impressions on blogs and websites, 1,600 Diggs and 1,500 Tweets
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PepsiCo’s SxSWi Immersion
• PepsiCo selected 10 employees from across the Company to participate in The Social Experiment
• Using a variety of social media tools and networks, the participants recorded their experiences and brought the best of SxSWi back to PepsiCo
So what is it that I like so much for this program? Why should other brands follow the example of PepsiCo? Because PepsiCo is learning by doing and that is at the heart of Social Media
PepsiCo Celebrates Internet Week
• Target online and social media plus select national print/broadcast outlets with tailored pitches to promote Internet Week activities
• PepsiCo search for social communicators who will employ digital media skills to cover Internet Week news
• Announced via AdWeek exclusive on May 15
PepsiCo Digital and Social Media
Building into culture
A Tool for the Trusted Advisor
PepsiCo Digital Compass
S.C.O.R.E. Decision Support Tool
Digital Strategy Framework
Open Communication
Open Collaboration
Controlled Communication
Controlled Collaboration
Communica)on Collabora)on
Open
Controlled
• Viral Video • Blogs/Twi:er • Social nets
• Wikis
• Podcasts • Search mktg • SEO • Widgets
• Video contests • Social nets
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The Journey Continues..
• From impressions to connections • Define the “cohorts” • Lift and shift • Collaboration • Experiments
How Big Companies Use Social Media
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