2. How can PepsiCo build
Consumer Retention
via Social Media
vs traditional media?
(in-depth: why, which tools,
which brands,...)
http://www.pxleyes.com/photoshop-contest/14105/black-background.html
FMCG = high purchase frequency every time I buy: new purchase decision decision we make often and without even really thinking about it continuous temptation to switch brands, so you need to keep building and maintaining your brand loyalty it’s not like a heavy purchase decision like a TV or a fridge get your consumers to keep loving you
it’s all about the total consumer experience how does the consumer feel about your brand -> connect on a personal level build a bond, just like any relationship really... make them feel special
make them feel special
don’t get punished take them seriously
quality over quantity quality: also localisation, don’t rely on only international content take them seriously
DATA FMCG brands by nature don’t know who I am not like my internet service provider does
data: not just aggregated numbers from Nielsen or Gfk cheap panels SM complements your other media: offers you extra insights, leverage those insights integrate SM elements in other media e.g.
turn your followers/friends into your marketing team win-win
Tools
many listening tools leverage gatorade experience ‘Gatorade Mission Control’
paid media -> owned media. Engage -> earned media
Pepsi: popular + young/edgy = social media (Facebook) audience Lay’s: popular, next in line brands, not the company
Be serious about it, and you’ll see some serious results
