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

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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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  • 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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  • 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 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.” – D AV I D B Y R N E , “ H O W M U S I C W O R K S ”
  • 31. s the new horizontal.
  • 32. s the new horizontal.
  • 33. s the new horizontal.
  • 34. s the new horizontal.
  • 35. s the new horizontal.
  • 36. LIVING IN REAL-TIME MEANS FEEDING THE FEED
  • 37. YOUR MISSION: STOP THE THUMB
  • 38. TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA M E D I A AT PEOPLE MEDIA BETWEEN PEOPLE
  • 39. TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA ADS MADE FOR PERSUASION CONTENT MADE FOR SHARING
  • 40. TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA ADS MADE TO F I T O N A PA G E CONTENT MADE TO FIT INTO LIVES
  • 41. 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
  • 42. 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.
  • 43. 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
  • 44. 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
  • 45. 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.
  • 46. 4.7x ROAS
  • 47. LIVING IN REAL-TIME MEANS B E I N G A L W AY S - O N
  • 48. T H E A LW A Y S - O N B R A N D
  • 49. 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.
  • 50. 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
  • 51. COMPETITIVE RANKING
  • 52. COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category
  • 53. COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category APRIL: #269
  • 54. COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category APRIL: #269 OCTOBER:#42
  • 55. 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
  • 56. 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?
  • 57. 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.
  • 58. “THANK YOU.” –IAN SCHAFER @ISCHAFER