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

Transcript

  • 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. 22 JANUARY 2013VERTICAL IS THE NEW HORIZONTAL.
  • 3. 22 JANUARY 2013People are drawn to content through people & feeds.PAGE 3
  • 4. 22 JANUARY 2013US social network users are going mobile.PAGE 42013 vs. 2017Millionsmartphonesocial networkusers
  • 5. 22 JANUARY 2013As mobile socialmedia usage grows,desktop social mediausage is starting todecrease.PAGE 5
  • 6. 22 JANUARY 2013Facebook usagepatterns are shifting.60% access using a mobiledevice.PAGE 6
  • 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. 22 JANUARY 2013Photos are moreimportant than ever.Brands post photos becausepeople share photos.PAGE 8
  • 9. 22 JANUARY 2013RESOLVED:The best social media ad is a brand’smost engaging content.PAGE 9
  • 10. 22 JANUARY 2013RESOLVED:The best mobile ad is a brand’smost engaging content.PAGE 10
  • 11. 22 JANUARY 2013PAGE 11
  • 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. 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. PAGE 1522 JANUARY 2013
  • 15. PAGE 1822 JANUARY 2013THESE PICTURES ARE WORTH THOUSANDS OF SHARES,AND MILLIONS OF VIEWS.
  • 16. And it plays right into social & mobile―native‖ ad products.Our best-performing content becomes our mobile ads.22 JANUARY 2013PAGE 19
  • 17. 652,058 fans. 969,764 fans.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 1822 JANUARY 2013PAGE 20
  • 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. 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. Mobile penetrationless than 20%.Mobile penetrationover 44%.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 1822 JANUARY 2013PAGE 23
  • 21. 22 JANUARY 2013The best mobile ad is a brand’s mostengaging content.PAGE 24
  • 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. 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. 22 JANUARY 2013THANKS.@chrispadgett@ischaferOUR 2013 MOBILE & SOCIAL OUTLOOK:dfoc.us/df2013outlookPAGE 27