Keynote with Bonin Bough #mesh09

Posted by Natasha D'Souza on Apr 8, 2009 in Blog, events | 0 comments

Keynote with Bonin Bough

It’s still about story telling and I have a job because of television. What does branding look like? How do you build a brand in a digital world? It’s tough to be just digital. Pepsi has been a brand to enabling things – Madonna when she was a rebel. 

How do you go about setting the objectives? Intent to or preference. South by South West in Austin, the goals was build relationships with story tellers and digital influencers. Don’t be disruptive to the environment. 

It’s a fun time for marketers today as lot’s to experiment with. 

Digital has to be at the strategy table from the get go. It’s about finding the right mix of talent to be part of the team. 

Pepsi just went through a re-design and it was not received well. This new logo was launched to social media first and not traditional. Get early warning from Twitter. So work with full on co-creation. 

Bonin runs the digital centre of excellence and develop best practices as they go. 

Launched new Pepsi logo and the friend feeding. The goal was to co-colloborate with other social media players. Have not put enough resouces on these programs yet. Would have a better editorial plan and resource plan. 

Metrics are based on impressions, share voice, advalue, potential intent. All of these are important. Competitive comparative is used a fair bit. Want to make sure that they are heading the right direction and ahead of the curve. 

Listening, understanding conversation. Did you learn about customer engagement from the Tropicana incident. Twitter is a good early warning system but the whole campaing should not be based on these only. Doing market testing and listening to customer feedback via Twitter and others. This discussion was for the re-design of the Pepsi logo. 

Use Radian6 and other social media measurement tools to track these conversations and mearure the ROI on these programs. 

The days of huge programs one per year and not feasible anymore. Now can we go far on Facebook, deeper on Twitter etc. Multiple goals across programs. 

Walmart is out there fast and furious and Pepsico needs to catch up. Building an audience takes time which eventually effects retailers and their buying. 

The Doritos commercial for Super Bowl was user generated and a successful co-creation program.