The document discusses 5 ideas for marketing in the 21st century: 1. Real-time marketing by leveraging real-time insights, content, distribution, and engagement across channels. 2. Treating everything as media by using all platforms and channels to create new media opportunities. 3. Mobilizing everything by focusing on mobile technologies like hyper-local targeting and behavioral targeting. 4. Betting on Facebook by focusing intense efforts on Facebook, which can provide significant scale and measurable results. 5. Worshipping social data by utilizing the vast amounts of customer data now available from social platforms, loyalty behaviors, and interactions to develop deeper customer understanding.

1. Digital Disruption
Why no one is equipped for the New Era of Marketing
Shiv Singh
Global Head of Digital
PepsiCo Beverages
@shivsingh
1

2. What does digital do for us today?
Equity & Sales
Trips, Loyalty & Conversion

3. By managing the Digital Inflection Point
1 1
Increased use of digital
The “Anytime /
catalogs / coupons
Anywhere” consumer
(with decline in FSI)
Consumers Customers
2 2
Targeted and
Growth in online media
personalized consumer
usage
promotions and offers
A Digital
Inflection
3 3
Point
Consumers
Digital innovation in
participating in brand
stores
messaging
4 4 Sophisticated digital
Consumer advocacy platforms for 360
and influence degree consumer
engagement

4. The Web as I envisaged it, we have
not seen it yet. The future is still so
much bigger than the past.
- Tim Berners Lee

5. 5 IDEAS FOR THE 21ST CENTURY

6. IDEA 1: REAL-TIME MARKETING
6

7. Living in Real-Time
7

8. Real-Time Marketing Components
Real-time Real-time Social Trending
INSIGHTS x Graph
RESPONSE Data Data
Real-time x Real-time Digital Interaction
CONTENT STUDIO CO-CREATION Ad Data Data
Real-time x Real-time
DISTRIBUTION ENGAGEMENT CRM Sales
Data Data
Geo-Culture frame Privacy Protected
8

9. Real-Time Live Events capturing NOW Culture

10. Here’s TAKEAWAYS
KEY an example of a
differentiated insight
1. Real-Time potential across every channel & platform
2. Participate through the lens of your brand only
3. Practice nimble, iterative and agile marketing
4. Create original, live and real-time scale experiences
5. Empower activation teams, liberate the lawyers

11. IDEA 2: EVERYTHING IS MEDIA
11

12. Celebrities as media. Ads as Content

13. Billboards as media and as distribution
13

14. Packaging as media and for insights
14

15. With data we could only dream of

16. Here’s TAKEAWAYS
KEY an example of a
differentiated insight
1. You probably have media you’re not using today
2. Link platforms and channels to create new media
3. Pace with consumer adoption of technologies
4. Connect disparate data to drive new insights

17. IDEA 3: MOBILIZE EVERYTHING
17

19. 19

20. Are you doing any of the following?
1. Hyper-local targeting
2. Behavioral Targeting
3. Competitor Conquesting
4. Seasonal Mobi-blocks
5. Show-rooming & lists

22. 22

23. Here’s TAKEAWAYS
KEY an example of a
differentiated insight
1. Don’t bet against mobile, lean forward into it
2. Marry product, engagement and hyper-targeting
3. Recognize that no one really knows this space
4. Think about it as an arbitrage opportunity

24. IDEA 4: BET ON FACEBOOK MATH
24

26. We need to compare these “posts”
26

27. -
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
14,000,000
16,000,000
18,000,000
12,000,000
7/10/12
7/12/12
7/14/12
7/16/12
7/18/12
7/20/12
7/22/12
7/24/12
7/26/12
7/28/12
7/30/12
8/1/12
8/3/12
8/5/12
8/7/12
8/9/12
8/11/12
8/13/12
8/15/12
8/17/12
8/19/12
8/21/12
8/23/12
8/25/12
8/27/12
8/29/12
8/31/12
9/2/12
9/4/12
9/6/12
9/8/12
9/10/12
9/12/12
9/14/12
Facebook has scale for Pepsi week by week
9/16/12
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9/18/12
9/20/12

28. An intense focus produces results
Average post engagement 114% (Facebook)
Number of people engaging 179% (Facebook)
The viral reach generated 1133% (Facebook)
Engagement comparison 7X (Colligent)
Active via mobile comparison 40% (Mashable)
Next step not just tying the impact to brand equity measures but to sales

29. Here’s TAKEAWAYS
KEY an example of a
differentiated insight
1. Facebook is a scale platform and its here to stay
2. Betting on powerful content + advertising works
3. Taking it real-time but not all the time is powerful
4. It is more measurable than we often recognize
5. Mobile will be a huge unlock for Facebook and you

30. IDEA 5: WORSHIP DATA
30

31. 15 years ago Today
Demographics Demographics
Psychographics Psychographics
Product Consumption Loyalty Behavior
Social Influence
Historical behavior
Interaction Behavior
Habits and Interests
Lifestyle Preferences
Product Consumption

32. We have new ways to understand brands now

33. As well as media performance across platforms

34. 5 IDEAS FOR THE 21ST CENTURY
1. REAL-TIME MARKETING
2. EVERYTHING IS MEDIA
3. MOBILIZE EVERYTHING
4. BET ON FACEBOOK MATH
5. WORHSHIP SOCIAL DATA

35. What does this all mean?
1. The marketing ecosystem is changing faster than we realize
2. Question your assumptions. Pace with changing user behavior
3. Don’t depend on the past to predict the future. Make mistakes
4. Digital is all about being more personal, and human too
5. Manage digital both nationally and locally in different ways

36. Thank you!
@shivsingh
shiv.singh@pepsico.com
http://goingsocialnow.com