Download - Shiv Singh, PepsiCo at #RLTM NY 11
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REAL-TIME BRANDS
Shiv Singh Head of DigitalPepsiCo Beverages
@shivsingh
http://goingsocialnow.com
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“Advice to the youth of Egypt: Put vinegar or onion under your scarf for tear gas.”
-Facebook status update
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30 BILLION
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Real-timeINSIGHTS x
Geo-Culture frame
Real-timeRESPONSE
Real-timeCONTENT STUDIO x
Real-timeCO-CREATION
Real-timeDISTRIBUTION x
Real-timeENGAGEMENT
REAL-TIME FRAMEWORK
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WHY DOES THIS …MATTER SO MUCH
NOW?
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The answer may be in our HEADS.
New Media technologies are literally addictive, says psychologist Susan Weinschenk, fueling a "dopamine-induced loop" ofseeking behavior and INSTANTANEOUS REWARD.
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Deconstructing Get the Skinny
Brand Journalist Reporting Live
1Digital Displays
On Location
2
Third Party BloggerContent Aggregated
3 Social AdvertisingRiding the Culture
Wave
4
Brand Positioning – Get the Skinny5
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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 NEWLIKES
104,554* LIKES
*As of 2/23/11
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BUYING NOT DEMOS BUT TRENDS
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But this has meaning to me
DO NOT UNDERESTIMATE GEOGRAPHIC DATA
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USE NEW DATA INPUTS NOW AVAILABLE
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MARRY THE REAL-TIME WITH THE TIMELESS
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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
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DEVOTE AT LEAST HALF OF YOUR BUDGET TO REAL-TIME MARKETING
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Thank you
@shivsinghhttp://goingsocialnow.com