Friday, March 13, 2009
Pepsi Learns Value of Online Reputation in Social Media
A packaging change by PepsiCo(NYSE:PEP) illustrates social media's growing influence on corporate marketing.
In January, Pepsi introduced a new label on its Tropicana Pure Premium Orange Juice cartons. Gone was the traditional straw-in-an-orange logo of 24 years.It was replaced with a glass of juice. How did customers react?
Pepsi's 180 with Tropicana is quite a contrast from the obstinate stance they took on the 8-Pack. Our original post about Pepsi's decision to phase-out the 12-pack and replace it with 8-packs received over 25,000 views and made it to Fark.com. I forwarded the comments of customer outrage to Pepsi’s PR department, and you can read Pepsi's response here.
Aberdeen’s report included several case studies involving companies that implemented some form of social marketing strategy, and the majority improved their customer relations. The report concludes with a few words of advice for marketers.
Whatever the social media monitor solution, one thing is clear: As control of a brand's marketing messages-and-,indeed, it's very image- continues to migrate from tradition media to social media,companies need to become increasingly adept at paying attention to how they're being perceived in the online world. And they need to be able to respond accordingly, based on the insights they gain.
By Matt O'Hern at 08:15 AM | Comments (4)