Director of Social Media at Pepsi Responds To My Post

posted in Nonprofits, Technology for Social Good, Travel on by


Friends – It’s been a weary and arduous week for me as I’ve struggled with my next post to talk about the Pepsi Refresh Project for the Gulf. Especially after all of your comments in regards to the project. I was overwhelmed with the response and how much you care, truly care, about this space and about finding a way to right what I perceive as a wrong.

While the Refresh for the Gulf site launched with flaws that went unanswered for two days, within two hours of my post, Pepsi Refresh For The Gulf Is An Epic Fail, And Here’s Why: I received an email from the Director of Social Media for Pepsi, Bonin Bough. Along with Shiv Singh, Head of Digital for Pepsi, they reached out to me to have a phone call about the campaign, my frustrations, and how best to move forward.

I offered Bonin and Shiv the opportunity to write a response to my blog post about the campaign to be posted here on The Causemopolitan and it’s below.

What I’ve heard from YOU is that this area of online contests is not quite there yet. It’s still missing pieces and elements to have the maximum impact to the nonprofit and activist communities. So here’s what I’m going to do. Below is the response from Bonin and Shiv, take a look, leave comments about what you think and then I’ll write another post including comments from both posts and we can keep working together, as a community, to help move the needle forward and help tell brands what would make this less icky for us and really help the nonprofits and those with limited time and resources get the maximum impact they need and exposure.

Maybe it’s microsites like Refresh Everything. Maybe it’s not. We’re getting there. I’m glad I wrote that post last week. It reminded me that passion doesn’t have to be blindly optimistic. My eyes are open. I’m here to help drive the conversation forward and ignite the problem-solver in all of us. Help me figure out how to do that. In the meantime, the response from Pepsi is below.

*****
Sloane, thanks for giving us the opportunity to post on your blog. Before we address your points, we’d like to share the thinking behind Pepsi Refresh Project’s “Do Good for the Gulf” initiative.

About month-and-a-half ago, as the full extent of the oil spill’s impact in the Gulf of Mexico became more and more apparent, we began to think about how we could help communities in the Gulf states take a step forward with the Pepsi Refresh Project. The members of our core Pepsi Refresh working team were sitting at home following the oil spill coverage on-line and on T.V., like most people in the country, and wondering what we could do to help affected communities quickly. We figured we’d start to see ideas coming into the main Pepsi Refresh program over time but believed we could encourage more ideas to help the Gulf communities (more quickly) if we doubled our commitment for one month and created a Gulf-specific program.

We consulted with our partners, including GOOD, Global Giving and our local bottlers, and determined that we could play a role in helping Americans support the families, schools, businesses and individuals who are working to move forward in the wake of the oil spill. So, on July 1, we launched Pepsi Refresh Project: Do Good for the Gulf, a Gulf-focused program that would mirror our national effort. Since then, we received hundreds of great submissions that are now up for voting through the end of this month – and we’re really happy about that. But we’re not happy that there were some speed bumps with the new Gulf-specific site, as Sloane pointed out in her post last week. We certainly understand the frustration this caused, and we’re sorry for the inconvenience people may have experienced.

Here’s a timeline of what happened:

  • A few hours after launch the Google maps API was fixed, but it took a few days for the cache to clear completely.
  • We learned about the bit.ly code error on Tuesday at 5:00 p.m. and the correct code was implemented at 8:40 p.m. Both the original bit.ly code and the new code direct people to submitted ideas.


We’ve sent an email to all program participants letting them know about the bit.ly issue. As to Sloane’s point about search functionality, we didn’t include search because of technical limitations and the time we had to develop and launch the initiative.

It’s our sincere hope that these early glitches don’t dissuade anyone from continuing to participate in the program, whether that means campaigning for a grant or choosing where the additional $1.3 million we’ve committed will be allocated.

At the start of the Pepsi Refresh Project, we committed to having an open and ongoing dialogue with people who shared our passion for moving communities forward. And, we understood that there would potentially be errors or missteps, and that we’d learn from these experiences. It’s feedback like Sloane’s that helps us get better, and we see this post as an opportunity to continue to bring transparency and openness to our work. We welcome your thoughts and experiences with the program.

Shiv Singh and Bonin Bough,
On behalf of the Pepsi Refresh Project

  • Lavinia

    Thank you Singh and Bonin. The idea of this project was important. The technology did not serve it.

    It reflects my concern about how technology firms do not look at the impact of their sloppiness on others, including my application.

    That said, who said that “doing good in the world is easy,” and the open dialogue and transparency is important.

    Given the problems, I have had with Bit.ly and Google – I would love to see if any of them would step up here and comment and own the challenges that surround technology that lead to the excuse, “Oh well it's technology.”

    I am now trying to sort out other stuff without hiring professionals for FB and Typepad, but the time has come for me to get reliable people who can do the work the way I need it done, not the way they want.

    • sloaneberrent

      Lavinia – Well said. Thank you for your comment.

  • http://ItStartsWith.Us Nate St. Pierre

    I don't know enough about the details on both sides to take a strong stand on either “side” (if there are even two conflicting ones here), but I will say this:

    I like the fact that Sloane took a stand and made some noise about something that's both big AND important, and I really like the fact that Bonin and Shiv reached out and stated that they are open to a dialog and improving the situation with input from the community.

    I think that's the most encouraging thing to come out of all this, and I know that it'll work out better going forward. Humans are messy – we all make mistakes. And without assigning blame, but with everyone agreeing that things didn't go as well as they should have, and being open to working together to do it better next time . . . I think that's a solid foundation to continue work from here on out.

    Good job to all, I say.

    For the moment, at least. :)

    • sloaneberrent

      Nate – Thank you. And for talking about your site @itstartswithus on my other post. Yes, I do know who you are!!! And I'm thrilled you joined this conversation.

      We do make mistakes, I believe with the amount of money at stake Pepsi should have made LESS mistakes, but I don't want to beat a dead horse either.

      Which is why I'm shifting the foundation to continue discussing how best to move forward. For that, I welcome more input and insight from you.

  • http://www.taylordavidson.com/writing/ Taylor Davidson

    Sloane, thanks for wearing your heart on the web. I saw many of the same technical issues that day, and obviously heard a lot about it, but instead of responding the way you did to raise the issue, I basically just ignored it, thinking Pepsi would eventually figure it out. Which they did, as Shiv and Bonin point out.

    Yes, Pepsi did send an email to all participants notifying us about the short code issue. But that email didn't come until the evening of the 10th.

    • sloaneberrent

      Wearing my heart on the web? Can I put that on my business card?

      Yes, you're right, the email to participants just came through on the 10th and it was VERY light on content. We know this came from a place of good, but it needs more to really be something we can support with all of our hearts and with true appreciation of the limitations it puts on nonprofits.

  • http://twitter.com/jdlasica JD Lasica

    Sloane's original post raised a host of shortcomings in the Pepsi Refresh for the Gulf project — points that will be invaluable to companies and organizations that sponsor similar contests in the future.

    My impression is that the Pepsi Refresh team was needlessly sloppy in its implementation. Yes, their hearts are in the right place. Sometimes that's not enough. You need to make sure you execute properly in any contest that leverages the goodwill of countless supporters, some of whom may now stay away from the challenge in future months.

    Still, Bonin and Shiv deserve kudos for coming over here and posting the inside scoop on what went awry.

    • sloaneberrent

      JD – Thank you for your comment. I agree with you. Sometimes it's just not enough to want to do good and have the best intentions.

      It's terrible to feel that way, but with millions of dollars on the line, it's the truth.

      I strongly believe that search should be on the site, and also it's come to my attention one of the projects in the Gulf contest won a previous Refresh Everything this year, something that is against the rules.

      Another friend told me that some projects aren't even based in the Gulf!

      The regular Refresh has its own challenges, I think the Gulf side is only compounded. That said, kudos to Pepsi for responding and to Bonin for Shiv for following up with me repeatedly about this. I truly hope this does help brands in the future.

      • Bonin Bough, PepsiCo

        Sloane, thanks for the continued dialogue and conversation. We want to address your comment regarding submission rules.

        In the official rules of the Pepsi Refresh Project, it is outlined that a participant (an individual, nonprofit or for-profit) is permitted to have an application in both the national PRP and the PRP Gulf programs – as long as they are not identical applications, or submissions. With regard to the national PRP program, it is also permissible for an organization to have multiple applications during the same grant period (month), again as long as the organization is not submitting the same application, or idea, twice. The organization must submit individual applications for separate ideas to be eligible for multiple grants in the national program.

        Please visit the Gulf program application guidelines (http://gulf.refresheverything.com/official-appl…) or the national program’s official application guidelines (http://www.refresheverything.com/official-appli…) for more information.

  • Lavinia

    I never got the email you mentioned. So now I am wondering if my account and registration are working.

    I love the transparency here and again, I would feel better to know that FB, Google and Bit.ly would engage in the same practice.

    • Micki

      I didn't get that email either. I'm getting feedback from potential voters even today that FB connect didn't work so they couldn't vote. Once that happens, they are not likely to try again.

      • sloaneberrent

        Micki – Agreed. You get one shot to grab people. More than that, asking for 30 days (10 votes each day) is excessive. For Davos I asked for one vote. This is too much to ask from people.

      • Bonin Bough, PepsiCo

        Micki, thanks for raising the Facebook issue you ran into. Wanted to assure you have we have tested this function multiple times and it appears to be working properly.

    • sloaneberrent

      What is the link to your project? The email went through on 8/10.

    • Bonin Bough, PepsiCo

      Hi Lavinia, thanks for your comment. On Tuesday, we sent an email regarding the broken bit.ly links to all users who have an idea in the running for votes in the Gulf program only. If you currently have an idea submission being voted on in the Gulf program and you did not receive an email, let us know.

  • http://www.tommartin.typepad.com Tom Martin

    Sloane

    Glad to hear Pepsi responded. Better that they basically admit to rushing the site to production and thus having errors. All fair points — but the lack of a search function is kind of rubbish.

    All they'd have to do is embed an advanced Google search — not unlike what is on a lot of blogs today.

    Until they do – I'd encourage folks that are searching for a specific group to use Google to search the Refresh site — here is a link to an example.

    Works like a charm http://budurl.com/gpca

    @TomMartin

    • http://www.taylordavidson.com/writing/ Taylor Davidson

      Tom: I doubt embedding a custom Google search is as easy as it may sound, and the fact is that it wouldn't be possible to display the results nearly as well as the regular Refresh site does.

      But in lieu, yes, that's what we'll have to do. And that method is how I do most of my site-specific search anyway :)

  • http://twitter.com/karinagrotz karinagrotz

    agree w/@jdlasica – this has been a great case study and learning tool…

    @sloane – i'm glad to know they wrote you back and tried to explain it… transparency is key and at least we can give Pepsi props for trying… they're such a huge brand that their mistakes are magnified 1000X

    Most importantly:

    i'd really like to know if anyone has changed their shopping habits based on any of these programs? the research says they do but when its Coke vs. Pepsi – will consumers change their preference or their buying habits to switch to a brand that is perceived as “trying” to do/support social good …

    are there any Diet Coke drinkers out there refreshing their world with Pepsi??

    • sloaneberrent

      Karina – I'd love to know how this impacts overall brand choices from consumers. Excellent point.

      • Fresh

        Well, Shiv and Bonin can probably get specific #s for you, as it appears Pepsi is keeping track…

        An excerpt from 2Q Earnings Call (CSD = Carbonated Soft Drinks)

        Hugh Johnston – PepsiCo – EVP, CFO:
        ” We're also making great measurable progress in marketing and innovation, evidenced by improving brand scores, third party recognition of marketing excellence, and improvement in growth trajectories across the portfolio. Some examples include hydration, which includes sports drinks and water, we executed the successful launch of the G series in retail channels as well as G series Pro on GNC on May 1st and Dick's Sporting Goods on June 1st, driving positive volume growth in Gatorade for the first time in two years. Also in hydration, Pep gained two points of value share in enhanced water, driven by the continued strong performance of Sobe Lifewater, which is now the number two enhanced water brand in measured channels. In nourishment, which includes juice and juice drinks, we saw sequential improvement on the strength of Trop 50 and juice drinks, as well as a strong promotional calendar. And in enjoyment, which includes CSDs and ready to drink teas, the trajectory of CSDs continued to improve, benefiting from increased awareness, generated by the Pepsi Refresh project, trademark Dew and DEWmocracy, and strong promotional activity in unmeasured channels.”

        http://www.pepsico.com/Download/PEP-Transcript-…

  • http://twitter.com/daveove David Overton

    Well I am really glad to see the open response from Pepsi, and their commitment to the project as well as admitting issues and working to improve them is refreshing.

    I am reminded of Bill Gates' Davos speech “A New Approach to Capitalism”, in which he wants to see companies' most innovative thinkers thinking about the world's biggest/neediest problems. So even in this regard, the question is did Pepsi give their best for the project? Technically, it sounds like they needed more time or people to work on it.

    I think these projects are a good concept, sometimes bigger than we in the non-profit community could pull off, however they should receive the same dedication and commitment prior to launch as a profit making project. Did Pepsi Max have these bumps on its launch? Was the knowledge (and or key people) gained from other for-profit campaigns used in this one? Why or why not? One of my earliest lessons in the sector was when my good intentions got the best of me: I went through a burger joint drive-thru and ended up with an extra meal. As I neared my destination, 10 mins away, I noticed a homeless man and I gave him the meal. He said thanks and opened it up and took a bite. Smiling I walked away, only to be hit in the back of the head with the burger, as he shouted “I'm a human too ya know, I don't want cold food!” So are we settling for “cold food” on these projects, and if so what are the core issues that are preventing the very best from helping the most needy?

  • Some Random Guy

    I think this is an unnecessarily negative response to a few website glitches that ultimately got resolved. Money is being given away to help some people…cut 'em a break.

    • sloaneberrent

      All due respect, no one is being overly negative. We're having a conversation.

      Secondly, the big brands don't need our crocodile tears. They're big boys. It's constructive feedback. It's necessary for creating the right giving opportunities in this space.

  • http://twitter.com/calliemiller calliemiller

    I'm pleased to see this response from the Pepsi team. I've been on the agency side for my entire career and I know what it's like to execute large projects in short timeframes across multiple teams, especially when there is much passion behind an idea and an urgency to get it out “to the people” quickly. All too often, in the insanity of getting things launched, big steps get missed.

    In bringing attention to this issue, Sloane, you have reminded not just Pepsi but all “big brands” that they must consider the “little guy” they are so dependent upon to make a campaign like this successful. Brands are becoming very savvy about the need to reach “influencers” to help their cause or message gain traction, but they need to be aware that no matter how passionate an influencer is about a certain project, product or cause…brands can't waste your time. They can't create a situation in which you expend your personal capital to support their cause/brand/product only to have that forward momentum – that you created – foiled by a brand’s bad planning.

    Thoughts on the future of these types of contests:
    -Hopefully this dialogue raises awareness for all future contests among brands and helps them realize they need to carefully consider all angles & participants before launch.
    -Can this also raise the “wait a minute” factor among those who get involved? Is there a checklist, a series of questions that must be answered by a brand, a structured vetting that we can all use to suss out a program before committing to it?
    -This would shift the entire perspective and move it away from a brand that expects you to simply get on board and would move it into a place where potential participants decide if the brand is organized enough to warrant getting on board.
    -If such a vetting process by potential participants were used with regularity, would this shift the nature of these contests in the future so that they are as powerful as they could be in raising awareness and funds for vital causes?

    Still thinking about all of this and love that you’ve opened up the dialogue to get this right. When causes we are all passionate about are on the line, it’s well worth our time to figure this out. Thank you!

  • http://twitter.com/Pictrade Steven Boothe

    Huge thanks Sloane for helping get some attention on these shortcomings. Even now the site is still badly broken for mobile users like myself who have wanted to participate while traveling.

    For example I cannot access any proposal much less comment on my own because
    http://gulf.refresheverything.com/refreshalgiers
    because all URLs redirect here:
    http://pepsirefreshmobile.gmrmarketing.com/

    So while I have been on the road for the last week I have basically had to write off all direct involvement for more than five days. Seriously disappointing when I was so excited to participate…

    • sloaneberrent

      Very annoying. Thank you for pointing this out. Wow, that's tough on business travelers.

  • Fresh
    • sloaneberrent

      Great thread, thanks!

  • http://www.facebook.com/FreeHelpingHands Tim Frentz

    Feel free to help direct me to specific discussions on the future continuation of the Refresh program through 2011 and future improvements. Our group and many friends of the Helping Hands circle have tried to have their projects approved into the system at 12:00:00:0.1 over and over again each month through 2010 with no success. Each month we pray our attempt's are somehow logged and calculated into a formula that will put us through in the next months attempt.

    tfrentz@hotmail.com / tjf.8k.com

  • Ssingh

    The Pepsi digital people are fools. They will, or should be, fired. Here’s another proof point:
    http://www.marketingweek.co.uk/sectors/food-and-drink/soft-drinks/when-it-comes-to-social-media-coke-is-it!/3025201.article