How Pepsi, CNN and TIAA CREF are using social media: lessons from ad:tech New York 2009

Stephen Whiteside

Social media has been the single topic that has commanded the most attention at ad:tech New York 2009, but while marketers and their clients appear to be almost universally agreed about the importance of having a presence on websites such as Facebook and Twitter, most are also grappling with how best to utilise these properties both to connect with consumers and to generate an uptick in key brand metrics.

In order to assess how some major companies in a range of different sectors are attempting to achieve these aims, David Carrel, Senior Vice President of Digitas, led a panel session featuring senior marketing executives from PepsiCo, the food and beverage manufacturer, CNN, the news and information specialist, and TIAA CREF, one of America's biggest pension companies.