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Shiv Singh, PepsiCo at #RLTM NY 11

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

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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

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