Mobile technology changed the scale of social media and content marketing in three key ways: 1) The growth of mobile platforms like Android and iOS caused social media usage and content sharing to ramp up exponentially as mobile devices dwarfed personal computer usage. 2) Mobile turned social media and content consumption into a real-time, streaming experience where content like photos and videos could be created and shared on the go. 3) The rise of mobile led to a new pattern of content marketing centered around sharing media across large social networks, with the number of photos shared on platforms like Facebook and Instagram exploding as mobile usage grew.

1. The State of Content
Marketing
James Gross | james@percolate.com

2. “Content marketing is any marketing format that
involves the creation and sharing of media and
publishing content in order to acquire customers.
This information can be presented in a variety of
formats, including news, video, white papers, ebooks, infographics, case studies, how-to guides,
question and answer articles, photos, etc.”
Wikipedia

3. The web phase of digital
Search
Banners
Microsites

4. Social changed content
marketing forever.

5. Year long campaign calendars

6. What should I tweet about?

7. Social 2010

8. Facebook valuation was insane
$11,000,000,000
Value of Facebook shares
2010

9. Twitter: Had a vision for a business model

10. LinkedIn: Professional network without content

11. Google: A search company

12. No global social platforms

13. What happened?

14. What happened?
Mobile.

15. Mobile changed everything

16. Growth in mobile
Platform adoption Ramps (Linear scale)
1000
Android
900
800
Millions of Users
700
600
500
400
300
200
100
0
0
4
8
12
16
20
24
Quarters after launch
28
32
36
iOS

17. Global internet device sales
In a few years the number of mobile devices will dwarf the number of PCs.
3,000,000,000
2,500,000,000
Tablets
2,000,000,000
Units
We are here
1,500,000,000
Smartphones
1,000,000,000
500,000,000
Personal Computers
0
2000
2002
Gartner, Strategy Analytics company fillings.
2004
2006
2008
2010
2012
2014E
2016E

18. Social: 2013

19. Facebook valuation
$113,000,000,000
Value of Facebook shares
Facebook has1.19 billion monthly active users of which 874 million
accessed the site from a mobile device.
2013

20. Twitter has gone public
$22,000,000,000
Value of Twitter shares
2013
Almost all Twitter’s growth and monetization is centered around Mobile.

21. LinkedIn: $25B

22. Up and coming platforms
$ 4,000,000,000
$ 3,500,000,000

23. Google: G+ is the future of the company

24. The new world
Market Value (Billions)
1050
Apple
700
Google
Comcast
350
Disney
Time Warner
CBS
Time Warner Cable
21 Century Fox
Facebook
LinkedIn
Twitter
0
Social/Mobile
BI Intelligence
Old Media

25. Whats next?

26. The 'message' of any medium or
technology is the change of scale or
pace or pattern that it introduces
into human affairs.
Marshall McLuhan

27. “The railway did not introduce
movement or transportation or
wheel or road into human society,
but it accelerated and enlarged the
scale of previous human functions,
creating totally new kinds of cities
and new kinds of work and leisure.”
Marshall McLuhan

28. Scale:

29. Scale:
Global

30. Largest Social Networks in the world
Monthly Active Users (Unless Noted Otherwise)
Tudou (China Only)
114
Instagram
150
Youku (China Only)
175
LinkedIn
184
Tencent Weibo
220
WeChat
236
Twitter
240
LINE
275
Tumblr
300
Google+
327
WhatsApp
350
Sina Weibo
500
Qzone (China Only)
712
YouTube
1,000
Facebook
1,155
0
100
200
300
400
500
Source: Company Filings, News and Company Announcements, GlobalWebIndex
600
700
800
900
1,000
1,100
1,200
Billions

31. Global Social: 2009

32. Global Social: 2013

33. Twitter international reach
300
250
Millions
200
150
Total
100
50
US
0
2010
Source: SEC Filings
2011
2012
2013

34. Pace:

35. Pace:
Stream

36. Creation and consumption

37. The most used gesture in the world

38. Pattern:

39. Pattern:
Content

40. Number of photos shared per platform
400M
350M
350M
55M

41. New medium. New media.

42. Even search
7 of the top 8 signals in search are social
Google +1
Facebook Shares
Number of Back-Links
Facebook Total
Facebook Comments
Facebook Likes
Pinterest
Tweets
0
Spearman Correlation - Study of Google Search Results
0.1
0.2
0.3
0.4
SearchMetrics | Ranking Factors Overview 2013

43. Amount of content is growing
Digital Information Created & Shared (zettabytes)
8
7
6
5
4
3
2
1
0
2005
2007
2009
2011
Note: * 1 zettabyte = 1 trillion gigabytes. Source IDC report “Extracting value from Chaos” 6/11
2013
2015E

44. To conclude

45. Social was the catalyst for redefining
content marketing

46. Mobile was the catalyst that changed the
scale of social

47. Content marketing is the best
way in to these essential spaces

48. Currently only 40% of the
world is connected to the
internet. By 2018, everyone
will be connected.

49. Thanks.
James Gross | james@percolate.com