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 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
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 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
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
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 2013PAGE 19
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 NOVEMBER 1822 JANUARY 2013PAGE 21
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
Mobile penetrationless than 20%.Mobile penetrationover 44%.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 1822 JANUARY 2013PAGE 23
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 intocommunications plansBuild on/for consumer behaviorIt’s about catching up toconsumers – quickly.1.2.3.PAGE 25
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
22 JANUARY 2013THANKS.@chrispadgett@ischaferOUR 2013 MOBILE & SOCIAL OUTLOOK:dfoc.us/df2013outlookPAGE 27
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