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Flash Interview with B. Bonin Bough: The Creator Economy

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The Ideas Economy: Information

The Economist





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Partner:: Economist
Location:: Santa Clara Convention Center
Santa Clara, CA
Event Date:: 06.08.11
Speakers:: B. Bonin Bough,; Alexandra Suich
Tags:: information; data

Summary: Flash Interview: The Creator Economy

B. BONIN BOUGH
Director of Digital and Social Media at PepsiCo

The era of big data presents incredible opportunities -- smarter cities, stronger companies, faster medicine -- but just as many challenges. Storage is scarce, systems overloaded, governments and businesses know too much. The world now contains unimaginably vast amounts of digital information, which is growing exponentially. Managed well, this data can be used to engineer new engines of economic value, unlock scientific breakthroughs, and hold politicians accountable. Managed poorly, it can cause great harm.

The financial crisis showed that complex models that analyze large quantities of data do not always reflect financial risk in the real world. The financial crisis was sparked by big data -- and there will be others. But the data deluge will also generate millions of new ideas for how to solve big problems, build new markets, and expand existing ones. Ideas Economy: Information is a fresh look at knowledge management for the information age.

The Economist will bring together theorists, strategists, and innovators who understand how to harness data to create value and advance individual, corporate, and social good. We will sift through the vast quantities of current thinking on data to uncover the best ways forward. And we will apply the lessons of the Ideas Economy, about innovation, human capital, and intelligent infrastructure, to uncover new sources of growth and accelerate human progress across the globe.

Bio

B. Bonin Bough

B. Bonin Bough is the global head of digital and social media at PepsiCo where he oversees digital strategy and the implementation of social media tools and techniques across the company. Bough has been instrumental in integrating digital media into PepsiCo's overall brand vision and growth strategy. He is credited with bringing PepsiCo to the South by Southwest festival, as well as spearheading Gatorade Mission Control, PepsiCo10, and the Pepsi Refresh Program.

Prior to his work with PepsiCo, Bough held executive positions at Weber Shandwick and Ruder Finn Interactive, and is co-author of the book Perspectives on Social Media Marketing. In addition to his corporate career, Bough was a professor at New York University's Center for Publishing Graduate Studies from 2000 to 2005.

Alexandra Suich

Alexandra Suich is a finance correspondent, based in New York, where she covers hedge funds and private equity. She also helps coordinate The Economist's online debate series (www.economist.com/debate).

Previously, she wrote for the business and U.S. sections of the magazine. In addition to writing for The Economist, she has published articles with Newsweek International, Slate, The Chronicle of Higher Education, and The Nation. She graduated from Yale, where she double-majored in history and African studies and was designated a Yale Journalism Scholar.

Chapters

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17 min 09 sec

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01.: Introduction

00 min 34 sec

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02.: Social Networking Opportunity

01 min 07 sec

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03.: Social Networking's Impact on PepsiCo

01 min 01 sec

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04.: Shifting From Impressions to Connections

02 min 49 sec

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05.: Pepsi Refresh Project

00 min 53 sec

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06.: Social Marketing and Pepsi Gone Awry?

02 min 05 sec

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07.: Privacy Breeches and Digital Strategy?

00 min 56 sec

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08.: To Tweet or Not to Tweet?

01 min 23 sec

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09.: Near Field Communication Technology

02 min 14 sec

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10.: Real-Time Insights and Participation

02 min 33 sec

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11.: Product Interface into Conversation with Consumer

01 min 35 sec

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: Watch Full Program

17 min 09 sec

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B. Bonin Bough: Shifting from Impressions to Connections

02 min 09 sec

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Watch Full Program

17 min 09 sec

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Encyclopædia Britannica Article

Economist, The: Weekly magazine of news and opinion, founded in 1843 and published in London, generally regarded as one of the world's preeminent journals of its kind. It gives thorough and wide-ranging coverage of general news and particularly of international political developments that bear on the world's economy. In accord with the views promoted by its founders and conveyed by legendary Economist editor Walter Bagehot, the publication maintains the position that free markets typically provide the best method of running economies and governments. North America accounts for about half of its total readership.; Economist, The on britannica.com