B. Bonin Bough, head of social media, PepsiCo., presented at Social Media Influence's SMI10 conference on the thinking and execution behind the Pepsi Refresh project and the Mountain Democracy campaign. See video of B. Bonin Bough's talk on the video page at www.socialmediainfluence.com Follow us on Twitter @socialinfluence

2. B. Bonin Bough
Global Dir. Of Digital & Social Media
@boughb
How Social Media is Changing
PepsiCo
2

7. Social Media has been around since the
beginning of Internet time
Web 1.0
– Guys like this were the only
people who knew how to create
them
– Because it required knowing
HTML
Web 2.0
– Anyone can create content &
publish it due to simple
WYSIWYG interfaces
– In fact the entire family can
participate

8. Evolution of the WYSIWYG
Web 1.0
Web 2.0
– Instead of needing to enter in – Simple interfaces allow anyone to
lines of code to create a blog… publish

10. “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”

11. What Will The Societal Impacts Be?

12. It’s already happening to audiences

13. ShiE From Impressions to ConnecIons
13

14. Open Yourself Up to
Innovation

15. Learning From Digital Events
SxSW Internet Week BlogHer Blog World
(AusEn) (New York) (Chicago/NY) (Vegas)
Be A Value-Added Participant – Earn Our Way

16. 16

20. Gatorade Mission Control
Mission Control is a cross-departmental effort
Consumer
RelaEons
Brand Mission Control will be the
adrenaline that transforms
Insights
Gatorade’s digital
engagement.
Comms Media
20

21. On Our Screens:
Focus on ConversaIons that MaMer
H.S. / Elite Athletes Sideline Moms Coaches, A.D.s, etc.
Digital Footprint Conversations General Sports
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
21

22. On Our Screens:
Rethink How We Use Emerging Tools
IBM COBRA RADIAN 6 COTWEET
TOP 100 ATHLETES BROADCAST BRAND MONITORING
©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.
22

23. Challenge Your
Existing Realities

24. A Simple Twitter Program Might Be Able to Drive
Video Views Better Than Digital Media
Pepsi Refresh Anthem Pepsi Max - I'm Good Pepsi - PepSuber
1,954,106 1,930,458 1,698,917
$977,053 $965,229 $849,459

25. 25

26. And We Have Proof That
Engagement Drives Intent….
Driving Volume Increasing Awareness/Trial
• Strong increase in Trop50 intent to • Increased awareness among
purchase: 6% to 48% BlogHers from 20% pre-launch
to 67% at week 13
• Increased awareness through
spillover impressions in
traditional media (21MM) and
our media buy (6MM/month)
Improving Brand Equity Intangibles
• Positive perceptions of Trop50 • Long-term benefits of Presence
increased dramatically from 10% on social media as-yet-
pre-launch to 48% at week 13 of unidentified
The Juice
… But We Need To Go Further

29. Integrate
ExperimentaEon Into
Your Most Important
Work

32. THE POWER OF NETWORKS
NETWORK ACTIVATION
• PRP provided participants with tools and
resources to activate their networks
• Even ideas that did not win grants benefit
by deploying advocates, building their
social networks and generating awareness
April 2010

33. MEDIA COLLABORATION
• PRP engaged media partners to reach key
audiences
• We leveraged existing channels to tell the
story of PRP
April 2010

37. Don’t Let the Perfect Be
the Enemy Of the Good