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

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Shiv Singh, PepsiCo at #RLTM NY 11

Editor's Notes

  1. 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.
  2. 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
  3. 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.