Jennifer Saenz, Chief Marketing Officer of Frito-Lay, discusses how the company is moving from getting "likes" on social media to developing true engagement and love from customers. She outlines Frito-Lay's digital marketing guiding principles of listening more to customers, co-creating with fans, and standing for important issues. The principles aim to help brands form deeper connections with people.

1. FROM LIKES TO LOVES:
Going All In with Engagement
Jennifer Saenz
Chief Marketing Officer, Frito-Lay

3. Going All In

4. Listen More Co-Create Stand for
Something
Our Digital Marketing Guiding Principals

5. Listen More

6. Cheetos has some of the most passionate fans on the planet

10. Co-Create

13. Stand for Something

18. Listen More Co-Create Stand for
Something

19. Jennifer Saenz
Chief Marketing Officer, Frito-Lay
FROM LIKES TO LOVES:
Going All In with Engagement