Pepsi India Social Media Audit

Courtesy: www.yindia.co.inIndia’s new social networking destination

Index

Social Media ObjectivesSocial Media Audit:– Facebook– Twitter– YouTube

Pepsi: Social Media Objective

Objectives

To gain visibility

To integrate offline marketing strategies with online social media and leverage on its viral WOM factor

To create a higher brand connect with YOUNGISTAN as a large chunk of targeted youth is on social platforms

Social Media Strategy Audit: for Facebook Channel

Courtesy: www.yindia.co.inIndia’s new social networking destination

Pepsi India : Facebook

PositivePepsi India is one of the most active Facebook Fan page Currently have 7.5 Lakh fans which is approximately 10% of all online users in India The engagement level is retained high by periodic contests and active conversational updates

Negative The page shows by default updates by “ Just Pepsi India” which reflects that they are trying to curb the voice of youngistanThere should be higher respect shown to the wall updates posted by fans by sharing them on page The Pepsi India page is failing to generate conversations on content and updates posted by fans, may be b’coz they want to moderate the page and conversationsThe default page shows “Me, me and only me” by brand which is against the rule of social media as its about being social

Social Media Campaigns: Change the Game

Positive Pepsi social media campaigns are one of the biggest and

most participated campaigns in Indian social space All their campaigns have a strong offline and online

integration Their current campaign “ Change the game” is marketed

keeping in mind the coming cricket world cup Pepsi is the official sponsor of the world cup as a part of their

offline marketing strategy and they are integrating social media to promote the same

The selected game changers from the campaign will get an opportunity to travel with the Indian team through out world cup

To add a social media strategy to the same they will enable the game changers to tweet from the stadium live, like LIVE COMMENTARY

Negatives Its good to have an online –offline integration for any social

campaign but the online contribution for the campaign is very limited

A better and more enhanced online contribution could have been created if more importance would have been given to social media

The social platforms are used only as an information platform and registration platform but not the selection platform

Social Media Campaign: Youngistan ka WOW

• Youngistan ka Wow again was an integration of online offline campaign

• The purpose was to give a wow factor to the pepsi youngistan brand

• Most of social media integration was through conversational engagement , contest and WOW game

• The campaign was considerably not a success as it failed to build social media evangelist for the brand

• The campaign will still be considered an offline marketing campaign supported by social media but not a social media campaign

Conclusion“Youngistan ka WoW” lacked the social WoW factor

Social Media Campaign: Pepsi World Peace

• Pepsi Peace was a campaign that turned out to be just an application

• A good concept was lost somewhere in between

• A concept of promoting Peace through self designed T-Shirts with own messages was creative and interesting

• The Facebook publishing feature and T-shirt designing feature makes the application as perfect as it can be

• Even though the concept was good and application support was available there was strategic loopholes in the social media plans as their was no defined objective

• The entire Pepsi Peace world failed to be claimed as a social media campaign

ConclusionA possible campaign just turned out to be an application and

engagement tactic

Engagement Strategies : Contest• Pepsi India page is running frequent contest

as a part of their engagement strategy

• In past few months there have been weekly contest

• Most of the contest revolve around Pepsi as product and not the concept of Youngistan

• Most of the contests are routine and lack creativity

• The frequent contest can make the brand page as a contest driven page

• The fans will come to the page not because of their brand connect but because of materialistic contest gifts which will not solve the purpose of social media strategy of building evangelist

Fan connect

• On each post by Pepsi fan page admin the average number of response in terms of likes and comments is 850

• For Fan page has 7.5lakh fans the average response of 850 (i.e .001%)is considerably low

• This shows that even though the fan page has high fan base but the active number of fans are comparatively very low

• The brand should not be complacent about their fan base but needs to work on increasing the active ratio

Content Analysis: Facebook• The page has good video

content which include their TVC

• The good thing observed is the videos contributed by fans are more than that by page admin which means that fans are sharing content and taking initiatives

• The biggest strategy of social media is to generate all social content by people and not just for people

• There are no video viral strategy adopted by the Pepsi India so far, I would wait to see that from one of the biggest Indian brand

Social Media Strategy Audit: for YouTube Channel

Courtesy: www.yindia.co.inIndia’s new social networking destination

Pepsi India: YouTube• Pepsi, one of the biggest brand in

Indian market with history of TVCs has only 17 videos in their YouTube channel

• All videos are their TVCs and no special videos created specifically as a social media viral strategy

• The channel was created in year 2007 has only 17 videos in past 3 years

• The channel views received are appox 2 lakh

• The number of subscribers are 153 which is low considering the age of channel and the Brand Value of Pepsi

Social Media Strategy Audit: for YouTube Channel

Courtesy: www.yindia.co.inIndia’s new social networking destination

Pepsi India : Twitter

• Pepsi India twitter name is @PepsiWhatsUrWay

• It is considerably a long name and doesn’t convey the real purpose of the Twitter handle

• The followers might get confused whether it is official twitter handle for Pepsi India or not

• Current Twitter followers are 969

• The followers to Following ratio is 3:2 which is good in terms of connection

• The number of tweets are relatively low and shows that the channel has not been given importance as much as that to their Facebook fan page

• There are no major hash tag used in conversation which is a poor twitter strategy

• The page lacks conversation with their fans and also seldom retweet its fans

Twitter analysis – most popular subjects

•The conversation analysis shows that 40% Conversational subject have been around YouTube and Videos

• Only 4% conversations about the brand Pepsi

• The Male: Female ratio on the page is 70:30 which is relatively good

•The growth of the twitter follower has reduced after November to 11%

Conversation analysis: Twitter

• There is Only one conversation for @pepsiwhatsurway on twitter which is bad

• There is only one hashtag used #pepsithegame which is not good as they need to participate in conversations related to trending topics through hash tags

• The number of @mentions are low which reflect that there are very few conversation between the brand and the followers

ConclusionOverall what is reflected is that Twitter as a

channel has not been given its due importance by the brand