B. Bonin BoughGlobal Dir. Of Digital & Social Media

@boughb

Digital R&D

2

http://www.miodestino.co.uk/blog/2008/01/18/word-on-the-street%E2%80%A6/

We Are Being Rewired As a Society

A Participatory Society

http://www.time.com/time/magazine/0,9263,7601090615,00.html

“technological evolution will be less about how we manage and adapt to our physical world, and more on how we manage and adapt to the immense amount of knowledge we have created”

It’s not just society that’sbeing transformed

Traditional Players No Longer Have the

Power

This is a Global Phenomenon

New Platforms are Being Created

Daily

New Models for Purchasing

Our Sites are Worthless

Business is Being Transformed And At A Pace We Have Never Seen

And This Was Just September

14

Shift From Impressions to Connections

Digital R&DDigital Has to Be At The Core Of

Every Business

Open Yourself Up to Innovation

Learning From Digital Events

SxSW(Austin)

Internet Week(New York)

BlogHer(Chicago/NY)

Blog World(Vegas)

Be A Value-Added Participant – Earn Our Way

18

21

Media

Gatorade Mission Control

Consumer Relations Brand

Comms

Mission Control is a cross-departmental effort

Mission Control will be the adrenaline that transforms Gatorade’s digital engagement.

Insights

©2009 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY.

On Our Screens:Focus on Conversations that Matter

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H.S. / Elite Athletes Sideline Moms Coaches, A.D.s, etc.

ConversationsDigital Footprint General Sports

Challenge Your Existing Realities

A Simple Twitter Program Might Be Able to Drive Video Views Better Than Digital Media

Pepsi Refresh Anthem Pepsi Max - I'm Good Pepsi - PepSuber

1,954,106 1,930,458 1,698,917

$977,053 $965,229 $849,459

Integrate Experimentation Into Your Most Important

Work

Don’t Let the Perfect Be the Enemy Of the Good

POWER OF ITERATION & PORTFOLIO

THE NEW COMMUNICATION SPECTRUM

DEMAND FOR CONTENT & UTILITIES

Paid EarnedOwnedOur Own Channels

EvolvedContent & Utility Platforms

TRADITIONAL COMMUNICATIONS

NEW COMMUNICATIONS

In Closing

• Digital will be at the heart of every business – take healthcare, publishing

• Technology is consumable – giving away an app will be as common as giving away a t-shirt

• We are in a decade of evolved media – Demand Media – mobile – death of the web – FlipBoard

• Women-Technomics – the new level of micro finance• Transparency is dead (#promise) – it is no longer

about being transparent it’s just about being