Case Study: Connecting Online and Offline With Social Media

1. Harnessing The Power
of Social Media
@PepsiCo
Josh Karpf
Senior Manager
Digital Media Communications
On Twitter: @jkarpf
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2. Digital and Social Media
VISION Move from Impressions To Connections
BUSINESS Make sustainable connections between
OBJECTIVES
our brands and consumers
Launch Static To
Sound bites A Place
PepsiCo Editorial:
STRATEGIC to sound Where
Wide Think Like A
IMPERATIVES
blasts Technology
Initiatives Media
Breaks
Company

3. Trust speaks volumes

4. Era Of The Advocate
• Christine’s First tweet was on Sunday
afternoon. Which was followed by
over 60+ through – Monday morning.
It was re-tweeted by 76 people.
• By Monday morning we issued a
statement via Twitter apologizing and
explaining why it happened.
• Followed up with all 76 people
personally via email who re-tweeted.
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5. Cautionary Tale:
PepsiCo Calorie Suicide
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6. Must Meets
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7. Turning Trends into Art:
PepsiCo Zeitgeist
• The PepsiCo Zeitgeist
monitored the pulse of SxSW
by mining and aggregating
SxSW Twitter conversations
and presenting trends in real-
time
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8. Digital Strategy Framework
Open
•Wikis
• Viral Video
• Blogs/Twitter
Open Open
• Social nets Communication Collaboration
Communication Collaboration
• Podcasts
• Search mktg Controlled Controlled
Communication Collaboration • Video contests
• SEO
• Widgets • Social nets
Controlled