Your SlideShare is downloading. ×
Shiv Singh, PepsiCo at #RLTM NY 11
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Shiv Singh, PepsiCo at #RLTM NY 11

3,008
views

Published on

Shiv Singh, Head of Digital for PepsiCo Beverages, presents at #RLTM Realtime NY 11 on June 6th.

Shiv Singh, Head of Digital for PepsiCo Beverages, presents at #RLTM Realtime NY 11 on June 6th.

Published in: Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
3,008
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
25
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 30 billion pieces of content shared each month via Facebook. Pop culture is being driven through its platform more than any other single media property globally. They are our new competitors except that every year we give them more $$ in advertising. The challenge is – we don ’t have a choice. 70% of Facebook users are outside the United States. Their average age is 31 years old. 510 million users. They like 9 brands on average. And 95% of them will like yours given the right opportunity to do so.
  • Longitudinal view. Let sales, the weather and the trends impact the real-time marketing that you do. We are outspent. These are windows of opportunities
  • Every moment you’re here, you’re not interacting with your consumers, you’re not riding cultural trends and you’re not pacing with their emotional states. dopamine-induced loop. Don’t forget that. It is everything. What’s changed is marketing in a matter of seconds with trends traveling across the globe in moments. Let me show you how.
  • Transcript

    • 1. REAL-TIME BRANDS Shiv Singh Head of Digital PepsiCo Beverages @shivsingh http://goingsocialnow.com
    • 2. “Advice to the youth of Egypt: Put vinegar or onion under your scarf for tear gas.” -Facebook status update
    • 3. 30 BILLION
    • 4. Real-time INSIGHTS x Geo-Culture frame Real-time RESPONSE Real-time CONTENT STUDIO x Real-time CO-CREATION Real-time DISTRIBUTION x Real-time ENGAGEMENT REAL-TIME FRAMEWORK
    • 5. WHY DOES THIS … MATTER SO MUCH NOW?
    • 6. The answer may be in our HEADS. New Media technologies are literally addictive, says psychologist Susan Weinschenk, fueling a "dopamine-induced loop" of seeking behavior and INSTANTANEOUS REWARD.
    • 7. Deconstructing Get the Skinny Brand Journalist Reporting Live 1 Digital Displays On Location 2 Third Party Blogger Content Aggregated 3 Social Advertising Riding the Culture Wave 4 Brand Positioning – Get the Skinny 5
    • 8. Source: Facebook Facebook Likes for Diet Pepsi took off with the Real-Time approach # OF DIET PEPSI FACEBOOK LIKES (FANS) In 14 days, Diet Pepsi has 90,000+ New Fans Press Release of Diet Pepsi Can Debut at New York Fashion Week 127 NEW LIKES 3,278 NEW LIKES 17,743 NEW LIKES 104,554* LIKES *As of 2/23/11
    • 9. BUYING NOT DEMOS BUT TRENDS
    • 10. But this has meaning to me DO NOT UNDERESTIMATE GEOGRAPHIC DATA
    • 11. USE NEW DATA INPUTS NOW AVAILABLE
    • 12. MARRY THE REAL-TIME WITH THE TIMELESS
    • 13. KEY TAKEAWAYS 1. Ride glocal culture trends as they’re shaped by consumers 2. Target hard support by psychographics & cultural groups 3. Engage in real-time, meaningfully. It’ll amplify everything 4. Create a content studio to operate as media in real-time 5. Build your own distribution. Subsidize discriminately 6. Organize to go from strategy to execution in seconds 7. Don’t limit this to digital – make everything addressable 8. Acknowledge real-time marketing has no geographic boundaries
    • 14. DEVOTE AT LEAST HALF OF YOUR BUDGET TO REAL-TIME MARKETING
    • 15. Thank you @shivsingh http://goingsocialnow.com