Cover the Pepsi Pulse strategy, the Real-Time Marketing Framework, Twitter Global Campaign and breakthrough Facebook marketing results

1. Pepsi Digital
Disruption
Shiv Singh
Global Head of Digital
PepsiCo Beverages
@shivsingh

2. It all begins with our business priorities
Equity
&
Sales
Trips, Loyalty & Conversion

3. Brought to life in digital engagement
PEPSI - LIVE FOR NOW
REAL-TIME
DATA DRIVEN
INSIGHTS
ORIGINAL
ENGAGEMENT
EXPERIENCES
UNIQUE
SHARED &
OWNED LED
DISTRIBUTION
SUSTAINED
LOYALTY
ENGAGEMENT
Insights based
on real-time
emotions,
behaviors,
interactions,
attitudes and
cultural
happenings
Real-time and
live social
experiences
Planned &
Reactive.
Non-linear
narratives.
Balanced with
pop culture
tentpoles
Global Pepsi
Pulse media
network tablet, mobile,
website, social.
Pepsi Social
Influencers.
Media as
triggers &
amplification
Pepsi loyalists
drive advocacy
and repeat
engagement.
PXP loyalty
architecture
drives all
measurability.
Loyalists
treated first

4. 4 LEADING EXAMPLES OF THIS

5. 1. EMBRACING RTM COMPLETELY
5

8. With new content models in place
Planned Strategy
RTM Opportunistic

9. Anchored in the RTM framework
Real-time
INSIGHTS
x
Real-time
RESPONSE
Social
Graph
Data
Culture
Trends
Data
Real-time
CONTENT STUDIO
x
Real-time
CO-CREATION
Ad
Targeting
Data
User
Interaction
Data
Real-time
DISTRIBUTION
x
Real-time
ENGAGEMENT
CRM
Data
Sales
Data
Geo-Culture frame
Big Data Driven

10. Here’s an example of a
Key Learnings
differentiated insight
1. Go from strategy to execution in a matter of seconds
2. Create original, live and real-time, scale experiences
3. Empower execution teams, liberate the lawyers
4. Build your digital infrastructure for a digital world

11. 2. DRIVING POP CULTURE EVERYDAY

12. Brands have to be culture participants
Curating the lifestyle that people covet
Focusing on their roles in culture not in consumption
Making the brands a part of their story

13. 13

14. With engagement loyalty for the brand

15. Anchored in the voice of Pepsi

16. With several editorial franchises

17. And increasingly driving all content strategy

18. Leading to some rather interesting results

19. Kanye might have tweeted about this as well

22. With new kinds of tracking being put in place

23. NUMBER OF MUSIC/ENT BACKLINKS WEEK OVER WEEK
2000000
1800000
1600000
1400000
1200000
1000000
800000
600000
400000
200000
0
pepsi.com

24. It’s a Global Media Network in 35 countries

25. Here’s an example of a
Key Learnings
differentiated insight
1. You may not have the right kind of editorial creativity
2. Think about your consumers in their cultural context
3. Rediscover the role your brand can play in culture
4. Turn your advertising department into something else

26. 4. LETTING FACEBOOK COMPETE
WITH TELEVISION RIGHT NOW

29. YOU MAY NEED FEWER FANS ON FACEBOOK
Facebook US population
Total Pepsi reach
Pepsi US fan base

30. You may need to compare these “posts”

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

32. An intense content 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)
Results also included significant increases in sales during that period

33. Here’sTakeaways a
Key an example of
differentiated insight
1. Facebook is a scale platform and it is here to stay
2. Treat the mobile space as an arbitrage opportunity
3. Move from the TV spot to the 4-second Cinemegram
4. Don’t ignore Twitter, it gets 400 million tweets a day

34. 4. COMPELLING ENTERTAINMENT
TWITTER EXPERIENCES

36. Twitter’s largest partnership 2012
Weekly Videos
Reveille Music Video Digests
Amazon MP3 Code Redemptions
Step 1
Step 2
Step 3
Pepsi analyzes weekly trending topic
content in the music sector and then
curates 60 second videos showcasing
what’s hot in music now.
Step 4
Nicki Minaj Concert Live-stream

37. And on Pepsi.com for fans around the world

38. With awesome trending topic wins
*Full Screenshots in Appendix

39. And strong advertising results
9:50 PM 8/14/2012
11:40 PM 8/14/2012
11.9%
12.5
%
Engagement
Engagement
Barbz: Barbz, #Barbz
Starships: Starships, #Starships
Super Bass: Super Bass, #SuperBass

40. Letting us win in music culture
2011
2012
5%
40
30%

41. And with the brand objectives
How would you rate Pepsi in terms
of being associated with music?
How likely are you to consider Pepsi
the next time you purchase
carbonated soft drinks?
+15
+17
44%
43%
28%
Music Association
Top 2 Box
27%
Event Unaware
Event Aware
Purchase Intent
Top 2 Box
90% Sig
Not Sig

42. Also at retail during the month

43. Here’stakeaways a
Key an example of
differentiated insight
1. Participate in culture in ways that make sense
2. Create original, live and real-time scale experiences
3. Empower activation teams, liberate the lawyers
4. Real-Time potential across every channel & platform

44. In summary all of this is come back to…
PEPSI - LIVE FOR NOW
REAL-TIME
DATA DRIVEN
INSIGHTS
ORIGINAL
ENGAGEMENT
EXPERIENCES
UNIQUE
SHARED &
OWNED LED
DISTRIBUTION
SUSTAINED
LOYALTY
ENGAGEMENT
Insights based
on real-time
emotions,
behaviors,
interactions,
attitudes and
cultural
happenings
Real-time and
live social
experiences
Planned &
Reactive.
Non-linear
narratives.
Balanced with
pop culture
tentpoles
Global Pepsi
Pulse media
network tablet, mobile,
website, social.
Pepsi Social
Influencers.
Media as
triggers &
amplification
Pepsi loyalists
drive advocacy
and repeat
engagement.
PXP loyalty
architecture
drives all
measurability.
Loyalists
treated first

45. What does this all mean?
1. The marketing ecosystem is now a culture ecosystem
2. Consumerize your business, be creative in real-time
3. Make Big Data a business problem and incentivize accordingly
4. Manage digital both globally and locally differently but together
5. Embrace startup culture, meet often, fail often and have a plan

46. 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

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

48. Thank you!
Shiv Singh
Global Head of Digital
PepsiCo Beverages
@shivsingh