Shiv Singh, PepsiCo at #RLTM NY 11

REAL-TIME BRANDSShiv SinghHead of DigitalPepsiCo Beverages@shivsinghhttp://goingsocialnow.com

“Advice to the youth ofEgypt: Put vinegar oronion under your scarffor tear gas.” -Facebook status update

30 BILLION

REAL-TIME FRAMEWORK Real-time Real-time x INSIGHTS RESPONSE Real-time Real-time x CONTENT STUDIO CO-CREATION Real-time Real-time x DISTRIBUTION ENGAGEMENT Geo-Culture frame

WHY DOES THIS …MATTER SO MUCH NOW?

The answer may be in our HEADS.New Media technologies are literallyaddictive, says psychologist Susan Weinschenk,fueling a "dopamine-induced loop" ofseeking behavior and INSTANTANEOUSREWARD.

Deconstructing Get the Skinny 1 2 Brand Journalist Digital Displays Reporting Live On Location 3 4 Social Advertising Third Party Blogger Riding the Culture Content Aggregated Wave 5 Brand Positioning – Get the Skinny

Facebook Likes for Diet Pepsi took off with the Real-Time approach # OF DIET PEPSI FACEBOOK LIKES (FANS) 104,554* LIKES In 14 days, Diet Pepsi has Press Release of Diet Pepsi Can Debut at New York Fashion Week 17,743 NEW LIKES 90,000+ New Fans 127 NEW LIKES 3,278 NEW LIKES *As of 2/23/11 Source: Facebook

BUYING NOT DEMOS BUT TRENDS

But this has meaning to meDO NOTUNDERESTIMATEGEOGRAPHIC DATA

USE NEW DATA INPUTS NOW AVAILABLE

MARRY THE REAL-TIME WITH THE TIMELESS

KEY TAKEAWAYS1. Ride glocal culture trends as they’re shaped by consumers2. Target hard support by psychographics & cultural groups3. Engage in real-time, meaningfully. It’ll amplify everything4. Create a content studio to operate as media in real-time5. Build your own distribution. Subsidize discriminately6. Organize to go from strategy to execution in seconds7. Don’t limit this to digital – make everything addressable8. Acknowledge real-time marketing has no geographic boundaries

DEVOTE AT LEAST HALFOF YOUR BUDGET TOREAL-TIME MARKETING

Thank you@shivsinghhttp://goingsocialnow.com

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Shiv Singh, PepsiCo at #RLTM NY 11

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