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BRAND ENGAGEMENT
The Future of Digital
Marketing
@shivsingh
http://goingsocialnow.com
@shivsingh
BRAND ENGAGEMENT
The purpose of a
business is to
create a customer
– Peter Drucker
“
”
@shivsingh
BRAND ENGAGEMENT
The purpose of a
business is to create a
customer
who creates customers
“
”
@shivsingh
BRAND ENGAGEMENT
Leaving your only job to be
taking care of your existing
customers
On their terms, on
location...
@shivsingh
BRAND ENGAGEMENT
5 IDEASThat’ll give you a sense of what I feel we need to worry about
@shivsingh
BRAND ENGAGEMENT
IDEA 1
CREATE A WHOLE FRANCHISE
OUT OF A SOCIAL MEDIA
INITIATIVE
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
WHAT DID IT START AS?
• Give marketing dollars away to causes
• Let consumers nominate their f...
@shivsingh
BRAND ENGAGEMENT
What’s happened
THE BASIC PROGRAM STRUCTURE
Time
$1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m
Mon...
@shivsingh
BRAND ENGAGEMENT
What’s happened
THE BASIC PROGRAM STRUCTURE
Time
$1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m
Mon...
@shivsingh
BRAND ENGAGEMENT
120,000+ refresh ideas
4.1 million registered users
50+ million votes in total
400 ideas funde...
@shivsingh
BRAND ENGAGEMENT
What’s happened
EXPANDED FOR OUR CUSTOMERS
Time
Month 3Shopper
Extensions
Month 3Shopper
Exten...
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
What’s happened
TAKEN TO SPORTS AND CELEBRITIES
Time
MLB
Extensions
Month 3Shopper
Extensions
...
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
AND TO HELP THE GULF RECOVER
Time
Month 3Shopper
Extensions
Month 3Shopper
Extensions
Month 3S...
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
2+ billion impressions
@shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• Requires educating for the perpetual beta world
• Forces people to think li...
@shivsingh
BRAND ENGAGEMENT
IDEA 2
REINVENT DISPLAY MEDIA
@shivsingh
BRAND ENGAGEMENT
Page 22 © 2009 . All rights
reserved.
2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust ...
@shivsingh
BRAND ENGAGEMENT
$22 billion
@shivsingh
BRAND ENGAGEMENT
0. 4%
@shivsingh
BRAND ENGAGEMENT
MOVING TO THE IMPRESSION PLUS
MODEL
Paid
Impression
Value to
Advertiser=1.
Paid
Impression
Cli...
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• Display media still has its place. Don’t fight it
• Impression Plus model i...
@shivsingh
BRAND ENGAGEMENT
IDEA 3
Rethink the marketing model
@shivsingh
BRAND ENGAGEMENT
FORGET ABOUT
THE MARKETING
FUNNEL
@shivsingh
BRAND ENGAGEMENT
The Consumer Model: What is it
Consumer is exposed
to a brand
He is activated to do
something
...
@shivsingh
BRAND ENGAGEMENT
The Consumer Model: The Silos
Consumer is exposed
to a brand
He is activated to do
something
C...
@shivsingh
BRAND ENGAGEMENT
The Consumer Model: The $$ Upside Down
Consumer is exposed
to a brand
He is activated to do
so...
@shivsingh
BRAND ENGAGEMENT
The Consumer Model: Getting there
Consumer is exposed
to a brand
He is activated to do
somethi...
@shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• We need to frame marketing more broadly
• The consumer experience is everyt...
@shivsingh
BRAND ENGAGEMENT
IDEA 4
Redefining the agency model
@shivsingh
BRAND ENGAGEMENT
THE
Brief
Print
The Big Idea
TV
Radio
Digital
THE MODEL ON PAPER
Social
@shivsingh
BRAND ENGAGEMENT
THE
Brief
Print
Extension
The Big TV Idea
TV
Execution
Radio
Extension
Digital
Extension
THE M...
@shivsingh
BRAND ENGAGEMENT
Problem is Digital is not an extension of
Television. Digital is interactive. And
social is a ...
@shivsingh
BRAND ENGAGEMENT
THE
Brief
Print
Extension
The IDEAS
TV
Execution
Radio
Extension
Digital
Extension
THE MODEL O...
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
IDEA 5
A Single Metric of Measurement
@shivsingh
BRAND ENGAGEMENT
I fundamentally believe how people talk about
your brand and how much is going to be the
most ...
@shivsingh
BRAND ENGAGEMENT
What’s your SIM Score?
SIM Score = Conversation Share + Sentiment*
*Adjusted for influence
THE...
@shivsingh
BRAND ENGAGEMENT
SIM SCORE: PEPSI & COCA & COLA
ANALYSIS
@shivsingh
BRAND ENGAGEMENT
SIM SCORE: Moving to 2.0
Updating the formula as we speak
SIM II Components and Calculations:
...
@shivsingh
BRAND ENGAGEMENT
SIM SCORE: TESTING THE FORMULA
@shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• How people talk about your brand is everything
• SIM Score is one critical ...
@shivsingh
BRAND ENGAGEMENT
IDEAS RECAP
1. Create a Digital Franchise
2. Reinvent Display Media
3. Rethink the marketing m...
@shivsingh
BRAND ENGAGEMENT
Thank YOU!
@shivsingh
shiv.singh@pepsico.com
http://goingsocialnow.com
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Shiv Singh's Keynote Presentation at SMIATL 2010

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  • What does it really mean?
  • Problem is I need one agency to help me with all these pieces. That agency doesn’t exist
  • Problem is I need one agency to help me with all these pieces. That agency doesn’t exist
  • Problem is I need one agency to help me with all these pieces. That agency doesn’t exist
  • Problem is I need one agency to help me with all these pieces. That agency doesn’t exist
  • Transcript of "Shiv Singh's Keynote Presentation at SMIATL 2010"

    1. 1. BRAND ENGAGEMENT The Future of Digital Marketing @shivsingh http://goingsocialnow.com
    2. 2. @shivsingh BRAND ENGAGEMENT The purpose of a business is to create a customer – Peter Drucker “ ”
    3. 3. @shivsingh BRAND ENGAGEMENT The purpose of a business is to create a customer who creates customers “ ”
    4. 4. @shivsingh BRAND ENGAGEMENT Leaving your only job to be taking care of your existing customers On their terms, on location with them and as a more social brand
    5. 5. @shivsingh BRAND ENGAGEMENT 5 IDEASThat’ll give you a sense of what I feel we need to worry about
    6. 6. @shivsingh BRAND ENGAGEMENT IDEA 1 CREATE A WHOLE FRANCHISE OUT OF A SOCIAL MEDIA INITIATIVE
    7. 7. @shivsingh BRAND ENGAGEMENT
    8. 8. @shivsingh BRAND ENGAGEMENT WHAT DID IT START AS? • Give marketing dollars away to causes • Let consumers nominate their favorite cause • Encourage consumers to market the cause • Multiple levels of awards each month • Have a meaningful impact on communities A year long commitment, not a campaign
    9. 9. @shivsingh BRAND ENGAGEMENT What’s happened THE BASIC PROGRAM STRUCTURE Time $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
    10. 10. @shivsingh BRAND ENGAGEMENT What’s happened THE BASIC PROGRAM STRUCTURE Time $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
    11. 11. @shivsingh BRAND ENGAGEMENT 120,000+ refresh ideas 4.1 million registered users 50+ million votes in total 400 ideas funded to date
    12. 12. @shivsingh BRAND ENGAGEMENT What’s happened EXPANDED FOR OUR CUSTOMERS Time Month 3Shopper Extensions Month 3Shopper Extensions Month 3Shopper Extensions Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
    13. 13. @shivsingh BRAND ENGAGEMENT
    14. 14. @shivsingh BRAND ENGAGEMENT What’s happened TAKEN TO SPORTS AND CELEBRITIES Time MLB Extensions Month 3Shopper Extensions Month 3Shopper Extensions Month 3Shopper Extensions Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6 Celebrity Extensions
    15. 15. @shivsingh BRAND ENGAGEMENT
    16. 16. @shivsingh BRAND ENGAGEMENT
    17. 17. @shivsingh BRAND ENGAGEMENT AND TO HELP THE GULF RECOVER Time Month 3Shopper Extensions Month 3Shopper Extensions Month 3Shopper Extensions Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6 MLB Extensions Celebrity Extensions Do Good for the Gulf
    18. 18. @shivsingh BRAND ENGAGEMENT
    19. 19. @shivsingh BRAND ENGAGEMENT 2+ billion impressions
    20. 20. @shivsingh BRAND ENGAGEMENT KEY IMPLICATIONS • Requires educating for the perpetual beta world • Forces people to think like a CMTO and not a CMO • Turns the economics of advertising upside down • Results in a deeper, continuous consumer relationship This is not a campaign but a commitment. But still be mindful that commitments like marriages can get boring
    21. 21. @shivsingh BRAND ENGAGEMENT IDEA 2 REINVENT DISPLAY MEDIA
    22. 22. @shivsingh BRAND ENGAGEMENT Page 22 © 2009 . All rights reserved. 2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.
    23. 23. @shivsingh BRAND ENGAGEMENT $22 billion
    24. 24. @shivsingh BRAND ENGAGEMENT 0. 4%
    25. 25. @shivsingh BRAND ENGAGEMENT MOVING TO THE IMPRESSION PLUS MODEL Paid Impression Value to Advertiser=1. Paid Impression Click thru rate Value to Advertiser=+2. Paid Impression Organic Impression Organic Engagement Value to Advertiser=++3.
    26. 26. @shivsingh BRAND ENGAGEMENT
    27. 27. @shivsingh BRAND ENGAGEMENT
    28. 28. @shivsingh BRAND ENGAGEMENT KEY IMPLICATIONS • Display media still has its place. Don’t fight it • Impression Plus model is display’s future • Use the Impression Plus model for leverage • Evolved brand targets to identify and nurture
    29. 29. @shivsingh BRAND ENGAGEMENT IDEA 3 Rethink the marketing model
    30. 30. @shivsingh BRAND ENGAGEMENT FORGET ABOUT THE MARKETING FUNNEL
    31. 31. @shivsingh BRAND ENGAGEMENT The Consumer Model: What is it Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand Takes lots of money but cheaper online Needs to be valuable and be deeply personal Remember experiences are remembered more than brands That activation may have little to do with the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly His influencer skills get tested here Loyalty determined over here This can happen in a span of a second or a few months
    32. 32. @shivsingh BRAND ENGAGEMENT The Consumer Model: The Silos Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly Brand Marketing Experiential Marketing Shopper Marketing Direct Response Marketing Social Influence Marketing Customer Relationship Marketing
    33. 33. @shivsingh BRAND ENGAGEMENT The Consumer Model: The $$ Upside Down Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly $$$$$ $$$ $ $$ $$ $ We need to follow the political campaigns model more
    34. 34. @shivsingh BRAND ENGAGEMENT The Consumer Model: Getting there Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly Integrate the impression plus model into media Make all digital experiences social Archive the experience through social media. Measure Leverage peer dynamics to drive activation Allow for sharing but not over sharing Move to Social CRM
    35. 35. @shivsingh BRAND ENGAGEMENT KEY IMPLICATIONS • We need to frame marketing more broadly • The consumer experience is everything • Brand engagement is second to that • Let this happen every single second
    36. 36. @shivsingh BRAND ENGAGEMENT IDEA 4 Redefining the agency model
    37. 37. @shivsingh BRAND ENGAGEMENT THE Brief Print The Big Idea TV Radio Digital THE MODEL ON PAPER Social
    38. 38. @shivsingh BRAND ENGAGEMENT THE Brief Print Extension The Big TV Idea TV Execution Radio Extension Digital Extension THE MODEL IN REALITY Social Stuff Traditional Agency Traditional Agency Traditional Agency Digital Agency ???? Traditional Agency Client
    39. 39. @shivsingh BRAND ENGAGEMENT Problem is Digital is not an extension of Television. Digital is interactive. And social is a part of digital. TV is flat. Does the traditional agency do justice to digital? Or digital to social?
    40. 40. @shivsingh BRAND ENGAGEMENT THE Brief Print Extension The IDEAS TV Execution Radio Extension Digital Extension THE MODEL OF THE FUTURE Traditional Agency Digital Agency Print Agency Media Agency PR Agency Social Agency Media Companies Execution driven by Agency skillsets and idea type Execution driven by Agency skillsets and idea type Execution driven by Agency skillsets and idea type Execution driven by Agency skillsets and idea type Consumer Insights
    41. 41. @shivsingh BRAND ENGAGEMENT
    42. 42. @shivsingh BRAND ENGAGEMENT IDEA 5 A Single Metric of Measurement
    43. 43. @shivsingh BRAND ENGAGEMENT I fundamentally believe how people talk about your brand and how much is going to be the most important brand metric in the future
    44. 44. @shivsingh BRAND ENGAGEMENT What’s your SIM Score? SIM Score = Conversation Share + Sentiment* *Adjusted for influence THE SIM SCORE
    45. 45. @shivsingh BRAND ENGAGEMENT SIM SCORE: PEPSI & COCA & COLA ANALYSIS
    46. 46. @shivsingh BRAND ENGAGEMENT SIM SCORE: Moving to 2.0 Updating the formula as we speak SIM II Components and Calculations: R = Reach = [(Brand Mentions/Industry Mentions)*100]*w1; S = Sentiment = [(P/(P+(N*k))*100]*w2; P = number of positive brand mentions; N = number of negative brand mentions; k = multiplicative effect of negative mentions; w1 = weight assigned to social reach (0 > w1 > .99); w2 = weight assigned to social sentiment (1.0 - w1);
    47. 47. @shivsingh BRAND ENGAGEMENT SIM SCORE: TESTING THE FORMULA
    48. 48. @shivsingh BRAND ENGAGEMENT KEY IMPLICATIONS • How people talk about your brand is everything • SIM Score is one critical metric that can help • Being optimized based on correlating • Email me your ideas and suggestions
    49. 49. @shivsingh BRAND ENGAGEMENT IDEAS RECAP 1. Create a Digital Franchise 2. Reinvent Display Media 3. Rethink the marketing model 4. Redefine the Agency Partnership model 5. Look to new metrics like the SIM Score
    50. 50. @shivsingh BRAND ENGAGEMENT Thank YOU! @shivsingh shiv.singh@pepsico.com http://goingsocialnow.com
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