Pepsi targets 18-35 year olds. For adults ages 18-29, 89% of them use social networking sites Source: Pewinternet.org. It’s simple. Pepsi must use social media to reach their target market. And they have done it well.
“Pepsi is learning that if you want to remain relevant with this new type of consumer, you have to be where they are, you have to talk their language,” and you have to connect with them in a way that “keeps them feeling like they want to be part of your brand,” says Brian Solis, a principal analyst at the Altimeter Group.
Pepsi created a digital dashboard on their Pepsi.com page which highlighted customer comments from Pepsi’s Facebook page and Twitter accounts. “By monitoring what people say online about its products, Pepsi is able to manage user complaints in real time, before they take on a life of their own” according to Social Media Today.
Social media sites are easier to mine for data such as age, gender, interests, and reactions from customers. The more data, the greater the understanding of the target market.
Pepsi is using: SoLoMo, or Social, Local, Mobile. Pepsi can integrate social media with location-based mobile marketing. For example, if you’re on the Pepsi Facebook page, local ads for Pepsi products may appear in your sidebar. This is an example of micro-targeting.
Through social media, Pepsi is engaging in inbound marketing. Pepsi’s social strategist George Smith recognizes the mutual benefit of direct consumer interaction: “It’s nice to be able to have that direct conversation with them, and not have to rely on a specific media channel to push this, or buy TV constantly to push that message,” he says.(Source: Social Media Today).
Pepsi has 34,745,860 likes as of February 15, 2016. This is proof they have built a very successful B2C social media campaign.