REAL-TIME BRANDS

Shiv Singh Head of DigitalPepsiCo 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-timeINSIGHTS x

Geo-Culture frame

Real-timeRESPONSE

Real-timeCONTENT STUDIO x

Real-timeCO-CREATION

Real-timeDISTRIBUTION x

Real-timeENGAGEMENT

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" ofseeking behavior and INSTANTANEOUS REWARD.

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

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

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

@shivsinghhttp://goingsocialnow.com