Pepsi social media strategy from e-marketing course at Portland State University.

1. Ultimate Taste
Challenge
Social
Media
Strategy
Aiman Al Khachi • Michelle Harman • Kevin Zechenelly • Justus James • Matthew Kallstrom-Cho

2. Agenda
• Introduction & Context
• Strategy & Target Segment
• Paid & Earned Media Tactics
• Owned Media Tactics
• Campaign Integration & Management

3. Is Social Enough?
DrawbacksCurrent BBDO Plan
•Heavy traditional media
spending
•Facebook as Hub
•Games
•Promote through events
•Lack of user generated
content and restricted
sharing
•Facebook as “hub”
•Lacking long term
engagement
•Doesn’t resonate with
Millenials.

4. Is Social Enough?
Revised Plan
•Encourage user generated
content
•Incentivize group behavior
•Reward participants
•Microsite as hub

5. Overall Strategy
Objectives
Goals
Strategy
Tactics
Engagement • New Fans
UTC Participation
Community Building
Increase Market Share
Microsite as Hub
Paid • Earned
Owned

6. Target Audience - Millenials
• Age 16-25
• Urban, Lower-share markets
• Toronto & Vancouver
Entertainment Freebies Fun events
&interactions
Target Audience Values

7. Paid Media Tactics
Facebook
Promotions
ex: events
Twitter
Promoted
Tweets,
Trends, etc.
Pop up PPC

8. Earned Media – Generating Buzz
Viral Videos User Generated Content
RedditFacebookTwitter
Content Creation
& Viral Sharing

9. Earned Media
Pranks Videos Humor
Retweets & HashtagsLikesShares

10. Owned Media
From
Microsite
UTC Event
Participation

11. Owned Media – Microsite

12. Campaign Integration
• Decide on social media channels
• Plan Content
• Plan competitions, events, etc.
• Schedule Publishing of Content
Editorial Calendar

13. Campaign Integration
Social Media Tools
Solution to monitor and
manage your Twitter feeds
with powerful filters to focus
on what matters. You can also
schedule tweets and stay up
to date with notification alerts
for new tweets.
Unlimited social profiles,
enhanced analytics,
advanced message
scheduling, Google Analytics
and Facebook insights
integration.
Solution to watch real-time
conversation on social media
in order to predict the best
times for publishing content to
capture peak attention from
target audiences.

14. Campaign Maintenance
Measuring, Evaluating, & Adjusting
Key Performance Indicators
Reach
• Number of fans & followers
• Demographics
Engagement
• Active Followers
• Likes & Shares
• Comments’
• Mentions

15. Conclusion
• Integrate Media Channels
• Use Microsite as hub
• Promote long term brand growth