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Posts Tagged ‘Bonin Bough’

Roll Call: Walmart Exec Joins H+K, Groupon Exec Joins Weber, and More

George Shelton has been named SVP at Hill + Knowlton Strategies, leading the reputation management and corporate practice starting February 15. Shelton was previously senior director for insights, advocacy, and outreach for Walmart, a role focused on the company’s commercial goals and public policy programs. In this new role, he’ll be based in Austin and focused on CSR, messaging, reputation management, and media outreach.

Brad Williams, previously the global comms VP for Groupon, has joined Weber Shandwick as head of the North American technology practice. He’ll be based in Sunnyvale, CA and report to Heidi Sinclair, president of the global tech group. Williams also has experience working with eBay, Yahoo!, and VeriSign. He stepped down from his post at Groupon in August 2011.

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Mediabistro Course

Social Media 101

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Social Media Week Has Expanded Geographic and Industry Scope

Social Media Week officially starts on Monday in all the cities listed above (and will be adding cities including Sydney in the future). But founder and executive director Toby Daniels kicked things off today with a livestreamed press conference at the Hearst Tower in NYC.

When we asked how the event has changed over the past three conferences, his response was a reflection of how the thinking about social media has shifted.

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A Look at PepsiCo’s Mission Control

In an Advertising Week presentation earlier this week, PepsiCo‘s Bonin Bough mentioned “Mission Control,” a social media monitoring and engagement program for the company’s Gatorade brand. Ad Age took a tour of the Mission Control center and interviewed Carla Hassan, senior director of consumer engagement for a video currently available on the magazine’s website.

According to Ad Age, “The team has had more than 2,000 one-on-one conversations with consumers, while the brand’s likes on Facebook have skyrocketed to 1.2 million, reaching the 1 million milestone a full five months ahead of schedule.” Among the agency partners helping with Mission Control is Fleishman-Hillard.

Some of the insights gleaned are simple ones. For instance, Hassan says one of the first things the company learned was that customers were having a hard time finding the product. As a result, a product locator was created.

Ad Week Social Media Panel: ‘This Isn’t Willy Wonka and the Chocolate Factory’

With the first day of Advertising Week drawing to a close, lots of people gathered for one of the final panel discussions of Monday afternoon: “The New Customer Engagement Model.”

On the panel: Stephanie Agresta, EVP of strategy and social media at Porter Novelli; Bonin Bough, director of digital and social media at PepsiCo; founder of Marc Ecko Clothing, Marc Ecko; and Garth Holsinger, business and global sales director of Klout.com, a site that measures and ranks online influencers. The discussion was moderated by Coltrane Curtis, CEO of Team Epiphany.

The long and short of the discussion was that the new customer engagement model is social media. There was mention at the beginning of specifically targeting millennials, but that quickly went away and the discussion turned into a broader Q&A about how to successfully use the Web to engage with audiences. Read more

Mashable Social Good Summit: Social Media’s Growing Role

Leveraging social media to help solve some of the world’s toughest problems was the theme of Mashable’s Social Good Summit in New York on Monday. The conference was held in partnership with the 92nd Street Y and the UN Foundation during United Nations Week.

The range of speakers included philanthropists, media and business executives, actors, and government officials, each offering a unique perspective. After the jump are highlights from selected sessions. Read more

PepsiCo Social Lead: We Want To Help Scale Foursquare and Other Small Technologies

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Bonin Bough, Global Director of Social Media, PepsiCo said at an event hosted by digital agency Razorfish in New York last night that PepsiCo would love to partner with emerging social networks like Foursquare.

Why? To help them scale. Right now there are a lot of “small technologies,” as Bough called them, that don’t provide the scale PepsiCo desires.

The panel discussion, which included social media leaders from IBM and storage behemoth EMC, also touched on how the brands partner with agencies for social.

Bough said a lot of the PepsiCo’s marketing budget is spent on agencies and that “a lot of our success is tied up in their success.”

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IPG Shop Initiative Names Leader of Social Media Practice Prophesee

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“Answering business questions is key,” says Raquel Krouse, the newly minted Senior-Vice President, Director at Prophesee, the social media division of IPG (NYSE: IPG) agency Initiative.

“There are a lot of tools out there that run reports. But what does that mean to your business? Our analysts provide that. They enable you to make sense of the data,” says Krouse, when asked how Prophesee is different from other social media-centric agencies.

Previously Vice-President, Practice Lead, Social Media at IPG’s Emerging Media Lab, Krouse recommended various IPG agencies to current and potential clients. She has always been impressed by Prophesee in part because they will not settle on one tool when it comes to social media monitoring. “They don’t believe there is one tool that will answer every business question,” she says.

Krouse will dive in with Initiative clients including Hyundai/Kia, Vivio and Best Western.

We asked her about PepsiCo Global Director of Digital and Social Media Bonin Bough‘s recent comments, that the strategy of using a TV spot and then making that spot into an online or Facebook strategy “does not exist anymore.”

“I disagree, social media is a way to extend the reach of other campaigns, but it has to be dimensional-ized and changed,” she said, and added that she “loves” the work Bonin and PepsiCo have done.

“I think he is saying that one-way communication doesn’t translate into a two-way space. The way it is, he’s right, but if you ad interactive elements to it, there is a way to expand the story.”

Super Bowl PR Winners and Losers

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[Coke teams up with The Simpsons for their Super Bowl ad.]

This is more AgencySpy’s territory, but PRNewser wanted to provide a quick recap of who “won” and who “lost” in last night’s Super Bowl marketing bonanza.

Winners:

Pepsi Refresh

Although the jury is still out on Pepsi’s decision to skip the Super Bowl in favor of a cause based social marketing campaign, Advertising Age reports that “pass or fail,” the campaign will be a “case for marketing textbooks.”

“It is surprising how much emotion is tied to the Super Bowl in terms of the industry and general public,” Chief Engagement Officer Frank Cooper told PRNewser last week in reference to how much press the brand has received for its choice not to buy an ad int the big game.

Bonin Bough, Global Director of Digital and Social Media for PepsiCo told AdAge that the strategy of using a TV spot and then making that spot into an online or Facebook strategy “does not exist anymore. That is not relevant whatsoever.”

Indeed, very few brands used their commercials as a vehicle to drive traffic to social sites. Did you notice that hardly any commercials promoted Facebook, Twitter or Youtube links?

AdAge reports that agencies Huge, Firstborn, Tribal DDB and VML have all picked up Pespi business in the last few months. Add that to the list of agencies PRNewser has confirmed to be working on the campaign — TBWA, R/GA, Epiphany/Porter Novelli, Edelman and Weber Shandwick — and that brings the total to ten PR and advertising agencies.

Google

Google’s simple ad seemed to have the highest emotional connection with views.

“We didn’t set out to do a Super Bowl ad, or even a TV ad for search. Our goal was simply to create a series of short online videos about our products and our users, and how they interact. But we liked this video so much, and it’s had such a positive reaction on YouTube, that we decided to share it with a wider audience,” wrote Google CEO Eric Schmidt in a blog post. Just the fact that Google advertised in the Super Bowl will get the company a slew of press.

The Late Show with David Letterman

The ad featuring Jay Leno, Oprah Winfrey and David Letterman is getting lots of buzz, for obvious reasons.

Focus on The Family

Regardless of where you stand on the issue, the group’s ad garnered a ton of media attention. “By setting up an expectation that it was going to do something controversial, Focus made it easy to come off as moderate and inclusive by comparison” writes Jeff Bercovici at Daily Finance.

Losers:

GoDaddy

The domain seller’s ads were predictable, yet not memorable. What does GoDaddy do again?

The U.S. Census Bureau

2.5 million of our tax dollars for that? The Bureau had to issue a press release defending itself against criticism.

Additional notes:

The New York TimesStuart Elliott live-blogged the ads.

• Agency Mullen and monitoring vendor Radian6 also hosted “BrandBowl” which examined 98,656 tweets from ad and marketing types. These Tweets, “provided an overall ranking of the brands advertising on the game based on a composite score that takes into consideration both volume of tweets and sentiment (both positive and negative).”

• AgencySpy will have more commentary today as well.

Leave your take on who “won” and “lost” in the comments.