Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
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This document summarizes Ian Schafer's presentation on "Living in Real-Time" and the rise of mobile and social media. Some key points include: - Mobile media consumption has grown significantly since 2010 while desktop usage has declined, yet many still consider it "the year of mobile." - Mobile is the only growing media platform, with the largest increases in time spent on social networking via smartphones. - Brands need to shift focus from interrupting users with ads to creating shareable content that fits into users' lives in real-time on social and mobile platforms. - To truly live and compete in real-time, brands must have dedicated teams constantly creating lightweight, optimized content and spending where most relevant
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Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
- 1. IAN SCHAFER (@ISCHAFER) FOUNDER, CEO @ LIVING IN REAL-TIME DECEMBER 5, 2013 NYC
- 2. IAN SCHAFER (@ISCHAFER) FOUNDER, CEO @ LIVING IN REAL-TIME DECEMBER 5, 2013 NYC
- 3. R E A L - T I M E L I V E S AT T H E INTERSECTION OF MOBILE AND SOCIAL MEDIA.
- 4. 2009
- 5. 2009 THE YEAR OF MOBILE!
- 6. 2010
- 7. 2010 THE YEAR OF MOBILE!
- 8. 2011
- 9. 2011 THE YEAR OF MOBILE!
- 10. 2012
- 11. 2012 THE YEAR OF MOBILE!
- 12. 2013
- 13. 2013 THE YEAR OF MOBILE?
- 14. I S I T F I N A L LY T H E Y E A R O F M O B I L E ? S H A R E O F T I M E S P E N T P E R D AY W I T H M E D I A B Y U S A D U LT S DESKTOP + LAPTOP MOBILE (NON-VOICE) 24% 18% 12% 6% 0% 2010 2011 2012 2013 S O U R C E : E M A R K E T E R , J U LY 2 0 1 3
- 15. I S I T F I N A L LY T H E Y E A R O F M O B I L E ? S H A R E O F A V E R A G E T I M E S P E N T P E R D AY O N S O C I A L N E T W O R K I N G B Y U S A D U LT S B Y D E V I C E DESKTOP + LAPTOP SMARTPHONE 30% 22.5% 15% 7.5% 0% 2010 2011 2012 2013 S O U R C E : E M A R K E T E R , J U LY 2 0 1 3
- 16. U.S.$Consumer$Media$Consump2on$Share$ US CONSUMER MEDIA CONSUMPTION SHARE 50%$ 45%$ 45%$ 44%$ 43%$ 42%$ 40%$ 38%$ M O B I L E I S T H E O N LY M E D I A T I M E T H AT I S G R O W I N G . 35%$ 30%$ 26%$26%$26%$ 25%$ 25%$ 20%$ 20%$ 20%$ 17%$ 16%$ 15%$ 14%$ 15%$ 12%$ 10%$ 12%$ 9%$ 8%$ 7%$ 7%$ 6%$ 4%$ 5%$ 8%$ 9%$ 7%$ 5%$ 5%$ 6%$ 4%$ 0%$ TV$ Online$ Radio$ 2009$ Source:(eMarketer,(August(2013( 2010$ Print$ 2011$ 2012$ Other$ 2013$ Mobile$
- 17. 2013
- 18. 2013 THE YEAR OF MOBILE!
- 19. N O T S O F A S T.
- 20. N O T S O F A S T.
- 21. N O T S O F A S T. MOBILE AD CLICKS WORLDWIDE ( % O F T O TA L ) USELESS 40% REGULAR 60% USELESS A C C I D E N TA L C L I C K S 22% BOTNETS & FRAUD 18% SOURCE: TRADEMOB, 2012
- 22. Vertical V E R T I C A L I S T H E N E W H O R I Z O N TA L is the new horizontal.
- 23. IT¡¯S NOT THE OTHER BRANDS IN YOUR CATEGORY YOU N E E D T O W O R R Y A B O U T. THIS IS YOUR REAL COMPETITION
- 24. IT¡¯S NOT THE OTHER BRANDS IN YOUR CATEGORY YOU N E E D T O W O R R Y A B O U T. THIS IS YOUR REAL COMPETITION
- 25. IT¡¯S NOT THE OTHER BRANDS IN YOUR CATEGORY YOU N E E D T O W O R R Y A B O U T. THIS IS YOUR REAL COMPETITION
- 26. IT¡¯S NOT THE OTHER BRANDS IN YOUR CATEGORY YOU N E E D T O W O R R Y A B O U T. THIS IS YOUR REAL COMPETITION
- 27. IT¡¯S NOT THE OTHER BRANDS IN YOUR CATEGORY YOU N E E D T O W O R R Y A B O U T. THIS IS YOUR REAL COMPETITION
- 28. WHY ARE WE STILL TRYING TO INTERRUPT MEDIA WITH ADS, WHEN MEDIA IS BECOMING LIFE?
- 29. WHY ARE WE STILL TRYING TO INTERRUPT MEDIA WITH ADS, WHEN MEDIA IS BECOMING LIFE? ¡°Institutions tend to preserve the problems that they are the solution for.¡± ¨C C L AY S H I R K Y
- 30. THE CONTEXT OF THE CONSUMER IS BECOMING EVERYTHING. ¡°We unconsciously and instinctively make work to fit preexisting formats.¡± ¨C D AV I D B Y R N E , ¡° H O W M U S I C W O R K S ¡±
- 35. s the new horizontal.
- 36. s the new horizontal.
- 37. s the new horizontal.
- 38. s the new horizontal.
- 39. s the new horizontal.
- 40. LIVING IN REAL-TIME MEANS FEEDING THE FEED
- 42. TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA M E D I A AT PEOPLE MEDIA BETWEEN PEOPLE
- 43. TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA ADS MADE FOR PERSUASION CONTENT MADE FOR SHARING
- 44. TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA ADS MADE TO F I T O N A PA G E CONTENT MADE TO FIT INTO LIVES
- 45. A WEIRD ANALOGY ABOUT H AV I N G T H E R I G H T C O N T E N T M I X
- 46. A WEIRD ANALOGY ABOUT H AV I N G T H E R I G H T C O N T E N T M I X The brand¡¯s greatest (heaviest) work.
- 47. A WEIRD ANALOGY ABOUT H AV I N G T H E R I G H T C O N T E N T M I X The brand¡¯s greatest (heaviest) work. The brand¡¯s latest (lightest) twerk. AND
- 48. A WEIRD ANALOGY ABOUT H AV I N G T H E R I G H T C O N T E N T M I X The brand¡¯s greatest (heaviest) work. The brand¡¯s latest (lightest) twerk. AND
- 49. An always-on made-for-social dedicated creative & production team that uses an editorial model fueled by intelligence to create a high volume & steady stream of lightweight, real-time content, optimized for sharing; building brand equity over time at a relatively low cost.
- 63. 4.7x ROAS
- 64. LIVING IN REAL-TIME MEANS B E I N G A L W AY S - O N
- 65. T H E A LW A Y S - O N B R A N D
- 66. T H E A LW A Y S - O N B R A N D MORE. FA S T E R . ADAPTS TO ITS SURROUNDINGS.
- 74. 46k 23k 52k 48k 31k 62k 29k 99k 95k 102k 62k 95k 42k 27k 25k LEADING CAR RENTAL BRAND LEADING AUTO BRAND LEADING CPG (1) BRAND LEADING CPG (2) BRAND
- 76. COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category
- 77. COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category APRIL: #269
- 78. COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category APRIL: #269 OCTOBER:#42
- 79. REACHING PEOPLE WHO USE SOCIAL MEDIA ON MOBILE DEVICES MEANS REACHING MORE PEOPLE. Pinterest content is shared nearly 3x more often on mobile than desktop. Twitter¡¯s mobile users are 66% more likely to retweet. Facebook posts seen on mobile devices are 39% more engaging. S O U R C E : E M A R K E T E R , J U LY 2 0 1 3
- 80. S O W H AT L E S S O N S C A N B R A N D S A P P LY T O D AY T O R E A L LY L I V E I N REAL-TIME?
- 81. T H E TA K E A W AY ? The feed can be your friend, but it¡¯s filled with their friends. Compete to be relevant. ? Context is four-dimensional. Adapt to be relevant. ? Becoming an ad should be what happens to a good piece of content. Spend when you¡¯re most relevant. ? Always be making. Personalize to be relevant.