Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
 

Why 'Real-Time' Marketing Is All About Social & Mobile Convergence

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Delivered at the Chute's Visual Revolution Summit on 12/5/13.

Delivered at the Chute's Visual Revolution Summit on 12/5/13.

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http://www.ianschafer.com 1577
https://twitter.com 55
http://perkolating.tumblr.com 28
http://vershininamv.wordpress.com 28
http://cazaypescaarg.blogspot.com 26
http://www.trulyuntitled.com 14
https://www.rebelmouse.com 11
http://feedly.com 7
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  • Full Name Full Name Comment goes here.
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  • *twerk
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  • Great slideshare - thanks for sharing Ian! Esp love - 'The brand's greatest (heaviest) work. AND The brand's latest (lightest) tweak.' #genius
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  • Vertical is now Horizontal . Yes that is very cool, many sites came like that design
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  • wow! its so amusing.
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  • BONJOUR A VOTRE ATTENTION
    Vous avez besoin de financement urgent, Vous qui êtes fatigués d’être rejeter par les banques, vous en avez assez vous ne savez plus où mettre la tête suite à vos problèmes financiers. Vous êtes fichés , ma tante est tombé sur une dame nommé HERVE Olga . Il la octroyé un prêt de 9.000€ et elle ai parlé à plusieurs collègues qui ont également reçu des prêts chez la dame sans avoir de soucis. Particulièrement à moi, j'ai reçu ma demande de crédit par virement bancaire en une durée de 48h sans protocole et je suis tout à fait satisfaite.Ceci n'est plus un problème contactez la simplement pour voir votre demande de prêt d'argent approuvée. Email : noscourriersfamilliale@gmail.com , nos_courriers@outlook.com

    PS : Passez la nouvelle à vos amis, voisins, collègues et parents.
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    Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Presentation Transcript

    • IAN SCHAFER (@ISCHAFER) FOUNDER, CEO @ LIVING IN REAL-TIME DECEMBER 5, 2013 NYC
    • IAN SCHAFER (@ISCHAFER) FOUNDER, CEO @ LIVING IN REAL-TIME DECEMBER 5, 2013 NYC
    • R E A L - T I M E L I V E S AT T H E INTERSECTION OF MOBILE AND SOCIAL MEDIA.
    • 2009
    • 2009 THE YEAR OF MOBILE!
    • 2010
    • 2010 THE YEAR OF MOBILE!
    • 2011
    • 2011 THE YEAR OF MOBILE!
    • 2012
    • 2012 THE YEAR OF MOBILE!
    • 2013
    • 2013 THE YEAR OF MOBILE?
    • 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
    • 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
    • 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$
    • 2013
    • 2013 THE YEAR OF MOBILE!
    • N O T S O F A S T.
    • N O T S O F A S T.
    • 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
    • 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.
    • 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
    • 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
    • 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
    • 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
    • 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
    • WHY ARE WE STILL TRYING TO INTERRUPT MEDIA WITH ADS, WHEN MEDIA IS BECOMING LIFE?
    • 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 L AY S H I R K Y
    • THE CONTEXT OF THE CONSUMER IS BECOMING EVERYTHING. “We unconsciously and instinctively make work to fit preexisting formats.” – D AV I D B Y R N E , “ H O W M U S I C W O R K S ”
    • s the new horizontal.
    • s the new horizontal.
    • s the new horizontal.
    • s the new horizontal.
    • s the new horizontal.
    • LIVING IN REAL-TIME MEANS FEEDING THE FEED
    • YOUR MISSION: STOP THE THUMB
    • TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA M E D I A AT PEOPLE MEDIA BETWEEN PEOPLE
    • TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA ADS MADE FOR PERSUASION CONTENT MADE FOR SHARING
    • TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA ADS MADE TO F I T O N A PA G E CONTENT MADE TO FIT INTO LIVES
    • 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
    • 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.
    • 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
    • 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
    • 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.
    • 4.7x ROAS
    • LIVING IN REAL-TIME MEANS B E I N G A L W AY S - O N
    • T H E A LW A Y S - O N B R A N D
    • 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.
    • 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
    • COMPETITIVE RANKING
    • COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category
    • COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category APRIL: #269
    • COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category APRIL: #269 OCTOBER:#42
    • 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
    • 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?
    • 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.
    • “THANK YOU.” –IAN SCHAFER @ISCHAFER