WebProNews reports that Pepsico tapped into a group of social media experts looking for ideas on how best to engage the online community.
“The event began with mystery packages and ended with a discussion in a special branded area of FriendFeed called the Pepsi Cooler. The results, though, seem a little flat,” writes Jason Lee Miller.
Jason gave 10 suggestions – I have just one: do a comprehensive social media strategy.
They have stated their objectives: engage the online community.
We know who the audience is – they’re young. So identify where they hang out. What communities make sense to engage with? Set some benchmark for what it is now, so you can measure results.
Their next action should be to tap into these communities – and listen. Listen for what they like and don’t like. Listen to what they find appealing and interesting. What’s hot and what’s not. Listen to what they say about Pepsi, Coke and other drinks.
Find the influencers. Are they these 25 social media gurus? Maybe. But I’d bet there are direct influencers in each community.
Become very familiar with what interests/motivates these influencers.
Then Pepsi would have data to work with. Looking at this data is when you have your AHA! moment about how best to engage your audience.
Otherwise it’s all a shot in the dark.
