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2011 Austin SBS | Shiv Singh, Realtime Marketing
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2011 Austin SBS | Shiv Singh, Realtime Marketing

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Shiv Singh talks about Realtime Marketing at SBS2011.

Shiv Singh talks about Realtime Marketing at SBS2011.

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  • 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.
  • Twitter users post over 90 million messages a day. How many are about Pepsi? How many are about the pop culture items that we care about? How many of us are in those conversations?
  • 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
  • YouTube publishes 24 hours of video every minute. The most online video users aren ’t in the US or in western Europe. They’re in the BRIC countries – Brazil, Russia, India and China. 26% of users in China are more likely to watch online video than the average global internet user. The number was 21% in India and 11% for Brazil and Russia. In 2009 a third of all internet traffic was video. MoFilms – is the future.
  • 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 MARKETING Shiv Singh Head of Digital, PepsiCo Beverages America @shivsingh
    • 2. “ Advice to the youth of Egypt: Put vinegar or onion under your scarf for tear gas.” -Facebook status update
    • 3. REAL-TIME MARKETING Real-time INSIGHTS x Real-time RESPONSE Real-time CONTENT STUDIO x Real-time CO-CREATION Real-time DISTRIBUTION x Real-time ENGAGEMENT Culture frame
    • 4. WHY DOES THIS … MATTER SO MUCH NOW?
    • 5. 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 .
    • 6. 30 BILLION
    • 7.  
    • 8. Source: Facebook Facebook Likes for Diet Pepsi took off with the Real-Time Marketing 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. 90 MILLION
    • 10. But this has meaning to me
    • 11.  
    • 12. 24 HOURS OF VIDEO
    • 13.  
    • 14. MAKING THIS HAPPEN
      • Ride glocal culture trends as they’re shaped by consumers
      • Target hard support by psychographics & cultural groups
      • Engage in real-time, meaningfully. It’ll amplify everything
      • Create a content studio to operate as media in real-time
      • Build your own distribution. Subsidize discriminately
      • Organize to go from strategy to execution in seconds
      • Don’t limit this to digital – make everything addressable
      • Acknowledge real-time marketing has no geographic boundaries
    • 15. And don’t miss Monday, March 14th at 5:00pm in the AT&T Center. “Under the hood of the Pepsi Refresh Project” Thank you, @shivsingh