Going Social Now: Perspectives from the forefront of Digital

Add Organ Donor Status to FB Profile. Brilliant.

Tue, 01 May 2012 11:00:52 +0000

Today Facebook is urging its US members (roughly 161 million of them) to add their donor status to their Facebook profiles according to the NY Times. There are around 7,000 patients waiting organ transplants. In addition to encouraging Facebook members to add their donor status, the company is also encouraging everyone to list their birth dates and schools to further create peer pressure to...

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Sosolimited via The Creators Project

Sat, 07 Apr 2012 04:55:46 +0000

An inspiring perspective and worth watching. This isn't about digital marketing or about social media but how Sosolimited thinks about bits and bytes is how brands need to think too.

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Breaking down the Paid, Owned & Social Media Chinese Walls

Mon, 26 Mar 2012 03:54:30 +0000

It is easy to forget that social media marketing has one critical challenge. You cannot scale it consistently. If your plan goes really well, it'll scale on its own. Similarly, if things go really badly your marketing efforts (much to your irritation) will probably scale too. However, there's never any guarantee as to why and when your social media marketing efforts will scale. If you're trying...

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Interview with MediaPost on how Facebook is growing up in the eyes of marketers

Sat, 24 Mar 2012 12:10:58 +0000

Pepsi is among brands that have recently updated its Facebook presence, when the social net redesigned company pages. Online Media Daily spoke to me, to discuss the upgraded brand pages, the new ad offerings and analytics tools Facebook introduced in February. Interview below. OMD: What's your take on the new Facebook brand pages incorporating Timeline? Singh: The first version of brand...

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Super Bowl Digital Advertising Madness

Wed, 01 Feb 2012 04:11:43 +0000

Super Bowl is upon us as is the advertising madness around. There are a few key themes that will hold true this year for sure and are already surfacing: 1. Releasing ads online early is becoming table-stakes. Nearly everyone seems to be doing this and with good reason. It's about building momentum into the Super Bowl typically done with a mixture of paid and organic promotions of the TV ads...

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Two steps forward, One step back

Wed, 11 Jan 2012 11:36:58 +0000

Working with very large brands in large organizations means not knowing whether you're taking two steps forward, one step back or one step forward and two steps back in any given moment. We all like to say that there's light at the end of the tunnel but working within a marketing organization versus in an agency, the tunnel is much longer and sometimes the light can seem much further away. You're...

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TV Ads' New Digital Role, HBR Piece

Sat, 12 Nov 2011 21:38:28 +0000

Television advertising has undergone significant changes in the last 30 years. However, it is arguably on the verge of its greatest changes ever. From where I sit as the Global Head of Digital at PepsiCo Beverages, charged with navigating our brand's foray into the digital world, I see three big changes: The value we put on an advertisement will change as we seek to account for engagement metrics...

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Physio-Digital + Cause + Shopper Marketing

Fri, 28 Oct 2011 03:29:20 +0000

Probably one of the most exciting parts of working at PepsiCo Beverages is in seeing the physical and digital worlds come together especially as the whole cause marketing space gets more directly integrated with brand marketing. This PepsiCo 7-Eleven program is a perfect example of that and one that I find to be awesome. For every 20 oz. Pepsi product bought from 7-Eleven, we will donate five...

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A Love Letter from Brand Marketers to Silicon Valley (republished from Ad Age)

Thu, 27 Oct 2011 01:40:48 +0000

For too long, the digital industry has looked at brands like Pepsi simply as a monetization strategy. What's worse is that sometimes our digital friends view us as being uninformed members of the digital ecosystem - something akin to prey. Not only is that perception misinformed, its going to start impacting the bottom-line of many companies in the digital ecosystem.On the brand side, marketers...

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Marketing in Steve Jobs own words. From 1997

Sat, 08 Oct 2011 03:49:44 +0000

Enough said. Via Ad Age.

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Google+ The Real-Time Marketing Promise

Mon, 01 Aug 2011 02:04:10 +0000

Having played around with Google+ for a few weeks now, here are my raw thoughts on the social platform and its role in the Real-Time Marketing world. Some of these thoughts made it into this Ad Age story for which I was interviewed last week. Finally a Google social networking bet that has a chance of surviving. There's no question, this is Google's best bet ever in the social networking...

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When a trillion impressions aren't enough

Sun, 24 Jul 2011 04:32:27 +0000

There's a much ignored side effect of the social media phenomena. A side effect that has immense ramifications for the marketing world but gets no attention whatsoever. An effect that we as an industry must pay much more attention to. Otherwise, we're at risk of trivializing what we do, hurting each other's interests whether that be advertiser, agency, publisher or consumer related and wasting...

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Do $185,000 Domain Names make sense?

Sun, 26 Jun 2011 11:41:40 +0000

Last week I was interviewed by the Wall Street Journal for a piece about the new branded domain names that ICANN announced. Starting in 2012, companies or individuals will be able to apply for custom domain names that instead of ending with ".com" or ".uk" would end with ".brand" like dot pepsi or dot mountaindew. It'll cost $185,000. Here's my more unfiltered take: I'm not convinced this...

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Conversational Marketing Summit Presentation

Tue, 21 Jun 2011 03:13:54 +0000

Here's the video of my Real-Time Marketing presentation from the Conversational Marketing Summit. Enjoy. View more videos from CM Summit: Marketing in Real Time

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Your 30 Billion Competitors

Fri, 10 Jun 2011 11:20:22 +0000

I work in one of the most hyper-competitive industries that keeps getting more competitive. 30 billion times more. That's roughly the number of status updates published each month on Facebook. Arguably, by the end of the year that number may have doubled or quadrupled. Lifestyle brands compete with those 30 billion status updates for attention, relevance, interest and mindshare everyday....

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