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Social media is at the centre of the Gatorade campaign

Social Media Gatorade Sports Drink WebPic via Mashable

Not every company is as big as the PepsiCo-owned Gatorade so we might not expect to see a 'Social media Command Centre" in the middle of every marketing department work space, yet this shows how seriously Gatorade is taking social media. Couple that enthusiasm with tools that can mine all mentions of the brand across the social web, such as Radian6, and they have a very robust system for monitoring the brand in real-time across social media.

According to Mashable, "[the staff] ... monitor a visualization of tweets that are relevant to Gatorade; the company is tracking terms relating to its brand, including competitors, as well as its athletes and sports nutrition-related topics. This monitor measures blog conversations across a variety of topics and shows how hot those conversations are across the blogosphere. The company also runs detailed sentiment analysis around key topics and product and campaign launches."

Because of the campaign's success using these tool sets, PepsiCo is planning to apply their learnings to other branches of their business:

"If that strategy is successful, expect to see the Mission Control approach applied to other businesses within PepsiCo says Bonin Bough, director of global social media at the company. “We believe what we’re building here is an example of a sandbox of tools and processes we can use across the organization,” he said."

PepsiCo has been very active recently in the social web arena as you can see by taking a look at their web site.

Read the whole article here.

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