Android's share of the mobile market leapt from 13% to 19.6% in the three months ending in August compared to the prior three-month period, according to new data from comScore. Google's fast-growing mobile platform gained ground on all of its major competitors as BlackBerry-maker RIM's market share slipping four percentage points to 37.6%, Apple dipped slightly to 24.2%, and Microsoft dropped from 13.2% to 10.8%. The comScore figures come a day after Nielsen reported that Android is the most popular mobile operating system among people who have bought smartphones in the last six months. It estimated Android's market …

Scary stuff. Grand metrics matter less than how consumers talk about our brands. We've never been able to measure that. With social media, closer to doing so. SIM Score = Conversation Share + Sentiment adjusted for influence. Tracking over time vs direct competitor. Shows Coke/Pepsi analysis via SIM Scores. Coke way higher than Pepsi ... interesting that he shares that.

Historically: brief -> big idea -> tv, print, radio, digital, social. Reality: b rief -> big TV idea -> tv execution, print extension, radio ext., digital ext., social "stuff" To start with premise that every idea is a TV idea is wrong. Suggests new model: Consumer insights -> brief -> channel platform agnostic ideas, every channel included -> tv execution, print ext., radio extension, digital ext. Execute based on skill set.

Political campaigns take a bottom-up approach, start with loyalists, create base and move to center. Singh suggests brand marketers follow this approach. We need to frame mktg more broadly, realistically Consumer experience is everything. Brand engagement is second to that. Let this happen every single second.

Pepsi's Shiv Singh's Idea No. 3: Forget about the marketing funnel and think of a consumer model. Used to be: exposed to brand, engages with, activated and purchases. Now, engaged consumer shares with others and becomes more deeply engaged. Where it gets interesting is: Experiences are remembered more than the brand. Even more interesting: this whole process can happen in a few months OR in a few seconds.

Display media has its place still. Don't fight it. Impression-plus model is display's future. Use the Impression Plus model for leverage Evolved brand targets to identify and nurture.

0.4% is avg click thru rate. Tiny, tiny. For Singh, makes him think we need a new model. First we had "paid impression," the holy grail, the extended to paid impression plus click thru. But when click thru rates weren't so great, well, they play a branding role ... kept getting more sophisticated but is it delivering value that we need? We need to think holistically about an impression-plus model. Paid impressions + organic impression (sharing) + organic engagement = value to me as an advertiser. Don't want to be sold on CPMs or click thru rates. I …

Requires education for perpetual beta world. (True!) Forces people to think like a CMTO and not a CMO. (I've heard much about combining tech with mktg at this event.) Turns the economic of advertising upside down. Results in a deeper, continuous consumer relationship. Singh says, like marriages, one must keep giving it a little something; otherwise it gets boring. Turning initiative into franchise, adding topicality.

Pepsi's Shiv Singh: Oil spill left Gulf communities horribly affected. All talk about environmental implications but not so much talking about people's livelihoods were put in jeopardy. People were suffering. We created a special summer program around Refresh Everything to solicit ideas to refresh the Gulf community. Ideas changed those communities. Initially, these started small, as year progressed, added on both pop culture and topical relevance = more valuable to us, our consumers and our mktg efforts. Got amazing amount of PR, conversation media.

Started as consumer-driven effort, created special shopping channels such as one around Safeway. Something that was across the country, consumer centric, could adapt it locally. Made them and us look good. Moreover, shopper mktg extensions + celebrity (oops, showing slide of Yankee ads in Red Sox Nation!). Now, we had celebrities (MLB stars) asking fans to vote for Pepsi Refresh projects. This had deep pop culture relevance. All done digitally, of course.