PEPSICO - SOCIAL MEDIA campaign

 

•Launched social media leadership initiative during Internet Week which built on the momentum established at SxSW and #peptrends

•Nine social communicators (journalists, students, and social media professionals) acted as 21st century reporters by blogging, tweeting and uploading video content in real time

•17 key tech influencers for day-long immersion and dialogue to showcase social media and product innovation at work

•More than 74,326,237 print and online media impressions about PepsiCo IWNY

•Efforts for IWNY helped move the PepsiCo online reputation:

–In week prior to IWNY the top 5 themes in the PepsiCo conversation were as follows: 24% health & environment, 20% corporate news, 12% bottling strategy, 11% cool use of social media, 10% community activism

–By the week after, it had shifted to: 16% corporate news, 15% new product innovation, 14% cool use of social media, 11% community activism, 11% health & environment

•15% of overall IWNY social media conversation included mentions of PepsiCo

•Twitter reach of 724,381 (over 16% of Twitter conversation included references to PepsiCo)

•Almost 100 Pepsi communicators

•Trends presentation by Porter Novelli CMO Marian Salzman

•Three-member live panel

–Stephanie Agresta, consultant, tech expert, blogger

–Julia Roy, Twitter news show host

–Peter Shankman, social media CEO

•200 Twitizens 

•Topics included:

–Convergence of private and public, fact and fiction

–Social media as business asset

–Local as the new global

–Return to value and values

•Results:

–1,800 tweets in 90 minutes

–While active, was number-two most-tweeted event (number one was Web 2.0) and a top 10 Twitter term