Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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...
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...
U.S.$Consumer$Media$Consump2on$Share$
US CONSUMER MEDIA CONSUMPTION SHARE
50%$
45%$

45%$
44%$
43%$
42%$

40%$

38%$

M O ...
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...
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 probl...
THE CONTEXT OF THE CONSUMER IS
BECOMING EVERYTHING.
“We unconsciously and instinctively
make work to fit preexisting forma...
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 l...
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 l...
An always-on made-for-social
dedicated creative & production team
that uses an editorial model
fueled by intelligence
to c...
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

LEAD...
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 ...
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.

• Contex...
“THANK YOU.”
–IAN SCHAFER
@ISCHAFER
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Why 'Real-Time' Marketing Is All About Social & Mobile Convergence
Upcoming SlideShare
Loading in …5
×

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

25,317 views

Published on

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

Published in: Technology, Business
  • I have always found it hard to meet the requirements of being a student. Ever since my years of high school, I really have no idea what professors are looking for to give good grades. After some google searching, I found this service ⇒ www.HelpWriting.net ⇐ who helped me write my research paper. The final result was amazing, and I highly recommend ⇒ www.HelpWriting.net ⇐ to anyone in the same mindset as me.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • You can ask here for a help. They helped me a lot an i`m highly satisfied with quality of work done. I can promise you 100% un-plagiarized text and good experts there. Use with pleasure! ⇒ www.HelpWriting.net ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating direct: ❶❶❶ http://bit.ly/36cXjBY ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating for everyone is here: ❤❤❤ http://bit.ly/36cXjBY ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

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

  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

×