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Shiv Singh, PepsiCo at #RLTM NY 11

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Shiv Singh, PepsiCo at #RLTM NY 11

  1. 1. REAL-TIME BRANDS Shiv Singh Head of Digital PepsiCo Beverages @shivsingh http://goingsocialnow.com
  2. 2. “Advice to the youth of Egypt: Put vinegar or onion under your scarf for tear gas.” -Facebook status update
  3. 3. 30 BILLION
  4. 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. 5. WHY DOES THIS … MATTER SO MUCH NOW?
  6. 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. 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. 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. 9. BUYING NOT DEMOS BUT TRENDS
  10. 10. But this has meaning to me DO NOT UNDERESTIMATE GEOGRAPHIC DATA
  11. 11. USE NEW DATA INPUTS NOW AVAILABLE
  12. 12. MARRY THE REAL-TIME WITH THE TIMELESS
  13. 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. 14. DEVOTE AT LEAST HALF OF YOUR BUDGET TO REAL-TIME MARKETING
  15. 15. Thank you @shivsingh http://goingsocialnow.com

Editor's Notes

  • 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.

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