All content contained herein is property of Deep Focus. ©2013 All Rights Reserved.18 APRIL 2013THE MOBILE-FIRST SOCIALMEDI...
22 JANUARY 2013VERTICAL IS THE NEW HORIZONTAL.
22 JANUARY 2013People are drawn to content through people & feeds.PAGE 3
22 JANUARY 2013US social network users are going mobile.PAGE 42013 vs. 2017Millionsmartphonesocial networkusers
22 JANUARY 2013As mobile socialmedia usage grows,desktop social mediausage is starting todecrease.PAGE 5
22 JANUARY 2013Facebook usagepatterns are shifting.60% access using a mobiledevice.PAGE 6
22 JANUARY 201360% of active users access Twitter via mobile.In the UK, 80% do. (source:Twitter)―When you look at behavior...
22 JANUARY 2013Photos are moreimportant than ever.Brands post photos becausepeople share photos.PAGE 8
22 JANUARY 2013RESOLVED:The best social media ad is a brand’smost engaging content.PAGE 9
22 JANUARY 2013RESOLVED:The best mobile ad is a brand’smost engaging content.PAGE 10
22 JANUARY 2013PAGE 11
22 JANUARY 2013The old creative model won’t work for mobilenative advertising.Brief-based production takes a long time, an...
22 JANUARY 2013A photography & production teamthat uses an editorial modelfueled by intelligenceto create timely, short-fo...
PAGE 1522 JANUARY 2013
PAGE 1822 JANUARY 2013THESE PICTURES ARE WORTH THOUSANDS OF SHARES,AND MILLIONS OF VIEWS.
And it plays right into social & mobile―native‖ ad products.Our best-performing content becomes our mobile ads.22 JANUARY ...
652,058 fans. 969,764 fans.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 1822 JANUARY 2013PAGE 20
204,957 peopletalking about them.843,803 peopletalking about them.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON ...
Reached 7,699,714people in 28 days.Reached 38,098,693people in 28 days.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRI...
Mobile penetrationless than 20%.Mobile penetrationover 44%.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBE...
22 JANUARY 2013The best mobile ad is a brand’s mostengaging content.PAGE 24
22 JANUARY 2013Purina’s MobileApproachTop brands (must) have a mobileoptimized presenceMobile integrated intocommunication...
22 JANUARY 2013Purina’s Future inMobileMobile is the first screen mentalityDouble-down on engaging content,across more bra...
22 JANUARY 2013THANKS.@chrispadgett@ischaferOUR 2013 MOBILE & SOCIAL OUTLOOK:dfoc.us/df2013outlookPAGE 27
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Social Fresh East 2013: Ian Schafer

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  • 15 sites, 14 apps18% of site traffic is to mobileOnly 4% of digital media is mobileMobile Search has doubled in 2012, and is 10% of total Search
  • 15 sites, 14 apps18% of site traffic is to mobileOnly 4% of digital media is mobileMobile Search has doubled in 2012, and is 10% of total Search
  • Social Fresh East 2013: Ian Schafer

    1. 1. All content contained herein is property of Deep Focus. ©2013 All Rights Reserved.18 APRIL 2013THE MOBILE-FIRST SOCIALMEDIA STRATEGYSOCIAL FRESH EASTIAN SCHAFER @ischafer
    2. 2. 22 JANUARY 2013VERTICAL IS THE NEW HORIZONTAL.
    3. 3. 22 JANUARY 2013People are drawn to content through people & feeds.PAGE 3
    4. 4. 22 JANUARY 2013US social network users are going mobile.PAGE 42013 vs. 2017Millionsmartphonesocial networkusers
    5. 5. 22 JANUARY 2013As mobile socialmedia usage grows,desktop social mediausage is starting todecrease.PAGE 5
    6. 6. 22 JANUARY 2013Facebook usagepatterns are shifting.60% access using a mobiledevice.PAGE 6
    7. 7. 22 JANUARY 201360% of active users access Twitter via mobile.In the UK, 80% do. (source:Twitter)―When you look at behavior of mobile users on Twitter,they are double digit more likely to re-tweet, double digitmore likely to reply‖ compared to non-mobile users.—Joel Lunenfeld, VP, Global Brand Strategy, TwitterPAGE 7
    8. 8. 22 JANUARY 2013Photos are moreimportant than ever.Brands post photos becausepeople share photos.PAGE 8
    9. 9. 22 JANUARY 2013RESOLVED:The best social media ad is a brand’smost engaging content.PAGE 9
    10. 10. 22 JANUARY 2013RESOLVED:The best mobile ad is a brand’smost engaging content.PAGE 10
    11. 11. 22 JANUARY 2013PAGE 11
    12. 12. 22 JANUARY 2013The old creative model won’t work for mobilenative advertising.Brief-based production takes a long time, and we need to make a lot of stuff for socialchannels.Brief SOW ConceptGreenLightShoot ProduceReviewx3LegalReviewPostpro-ductionPublishPAGE 12
    13. 13. 22 JANUARY 2013A photography & production teamthat uses an editorial modelfueled by intelligenceto create timely, short-form, social-quality contentthat optimizes engagementreturning brand equityat a relatively low cost.PAGE 13
    14. 14. PAGE 1522 JANUARY 2013
    15. 15. PAGE 1822 JANUARY 2013THESE PICTURES ARE WORTH THOUSANDS OF SHARES,AND MILLIONS OF VIEWS.
    16. 16. And it plays right into social & mobile―native‖ ad products.Our best-performing content becomes our mobile ads.22 JANUARY 2013PAGE 19
    17. 17. 652,058 fans. 969,764 fans.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 1822 JANUARY 2013PAGE 20
    18. 18. 204,957 peopletalking about them.843,803 peopletalking about them.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 1822 JANUARY 2013PAGE 21
    19. 19. Reached 7,699,714people in 28 days.Reached 38,098,693people in 28 days.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 1822 JANUARY 2013PAGE 22
    20. 20. Mobile penetrationless than 20%.Mobile penetrationover 44%.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 1822 JANUARY 2013PAGE 23
    21. 21. 22 JANUARY 2013The best mobile ad is a brand’s mostengaging content.PAGE 24
    22. 22. 22 JANUARY 2013Purina’s MobileApproachTop brands (must) have a mobileoptimized presenceMobile integrated intocommunications plansBuild on/for consumer behaviorIt’s about catching up toconsumers – quickly.1.2.3.PAGE 25
    23. 23. 22 JANUARY 2013Purina’s Future inMobileMobile is the first screen mentalityDouble-down on engaging content,across more brandsWork for Purina mobile usage levelsto approach our consumers’ overallmobile usage1.2.3.PAGE 26
    24. 24. 22 JANUARY 2013THANKS.@chrispadgett@ischaferOUR 2013 MOBILE & SOCIAL OUTLOOK:dfoc.us/df2013outlookPAGE 27
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