New Women’s Network By PepsiCo

Posted: February 7, 2011 in Uncategorized

I do not enter into a discussion who is more powerful force online, women or men. However, I should say that women are becoming more and more powerful force online than they were just a decade ago. Although this seems just an obvious fact that is impossible to zone out, only some brands take steps in this direction. Snack-and-soda giant, PepsiCo, is one of these giving priority to this fact.

PepsiCo not only sponsors upcoming Social Media Week but also plans to announce the launch of a new online community for women at this upcoming event. The site, called Women’s Inspiration Network (WIN), offers videos and content on topics like environment and sustainability, health and wellness, and people and talent.

According to a research, women are more active than men in social networks like Facebook in that they are not only 57% of users but also do 62% of the sharing. As a result, women are more likely to trust information found in online women’s communities, especially when it comes to making purchasing decision. Furthermore, another study which has been recently conducted by women’s site iVillage indicated that 51% of women’s community users trust product information found in them, compared with only 14% on typical social media sites.

Since women control 85% of household spending decisions, they are regarded as PepsiCo’s strongest consumer base. Women are increasingly influential in the digital space, says Jamie Stein, digital director for the company. “We want to build a community to have a two-way dialogue. Our strategy is listening, engaging and enabling–connecting with women in real time, on their terms.

PepsiCo is led by Indra Nooyi, the No. 6 most powerful women in the world by Forbes.


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