why 'real-time' marketing is all about social & mobile convergence

L I V I N G I N R E A L - T I M E

I A N S C H A F E R ( @ I S C H A F E R ) F O U N D E R , C E O @

D E C E M B E R 5 , 2 0 1 3 N Y C

R E A L - T I M E L I V E S AT T H E I N T E R S E C T I O N O F M O B I L E A N D S O C I A L M E D I A .

2 0 0 9

2 0 0 9T H E Y E A R O F M O B I L E !

2 0 1 0

2 0 1 1

2 0 1 2

2 0 1 3

2 0 1 3T 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

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 ?

0%

6%

12%

18%

24%

2010 2011 2012 2013

DESKTOP + LAPTOP MOBILE (NON-VOICE)

S O U R C E : E M A R K E T E R , J U LY 2 0 1 3

S H A R E O F AV 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

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 ?


0%

7.5%

15%

22.5%

30%

2010 2011 2012 2013

DESKTOP + LAPTOP SMARTPHONE

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 .

U S C O N S U M E R M E D I A C O N S U M P T I O N S H A R E

45%$

25%$

17%$

9%$

7%$

4%$

44%$

26%$

16%$

8%$ 8%$

6%$

43%$

26%$

15%$

7%$ 7%$

9%$

42%$

26%$

14%$

6%$5%$

12%$

38%$

20%$

12%$

4%$ 5%$

20%$

0%$

5%$

10%$

15%$

20%$

25%$

30%$

35%$

40%$

45%$

50%$

TV$ Online$ Radio$ Print$ Other$ Mobile$

Source:(eMarketer,(August(2013(

U.S.$Consumer$Media$Consump2on$Share$

2009$ 2010$ 2011$ 2012$ 2013$

2 0 1 3

N O T S O FA S T.

M O B I L E A D C L I C K S W O R L D W I D E ( % O F T O TA L )

N O T S O FA S T.

REGULAR 60%

USELESS 40%

U S E L E S S

A C C I D E N TA L C L I C K S 22%

B O T N E T S & F R A U D 18%

S O U R C E : T R A D E M O B , 2 0 1 2

is the new horizontal.

Verti

cal

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

T H I S I S Y O U R R E A L C O M P E T I T I O N

I T ’ S N O T T H E O T H E R B R A N D S I N Y O U R C A T E G O R Y Y O U N E E D T O W O R R Y A B O U T.

W H Y A R E W E S T I L L T R Y I N G T O I N T E R R U P T M E D I A W I T H A D S , W H E N M E D I A I S B E C O M I N G L I F E ?

– C L AY S H I R K Y

“Institutions tend to preserve the problems that they are the solution for.”

W H Y A R E W E S T I L L T R Y I N G T O I N T E R R U P T M E D I A W I T H A D S , W H E N M E D I A I S B E C O M I N G L I F E ?

– D AV I D B Y R N E , “ H O W M U S I C W O R K S ”

“We unconsciously and instinctively make work to fit preexisting formats.”

T H E C O N T E X T O F T H E C O N S U M E R I S B E C O M I N G E V E R Y T H I N G .

is the new horizontal.

Verti

cal

F E E D I N G T H E F E E DL I V I N G I N R E A L - T I M E M E A N S

S T O P T H E T H U M B

Y O U R M I S S I O N :

M E D I A AT P E O P L E

T R A D I T I O N A L M E D I A

M E D I A B E T W E E N P E O P L E

S O C I A L & M O B I L E M E D I A

A D S M A D E F O R P E R S U A S I O N


C O N T E N T M A D E F O R S H A R I N G


A D S M A D E T O F I T O N A PA G E


C O N T E N T M A D E T O F I T I N T O L I V E S


H AV I N G T H E R I G H T C O N T E N T M I X A W E I R D A N A L O G Y A B O U T


The brand’s greatest (heaviest) work.


The brand’s greatest (heaviest) work.

The brand’s latest (lightest) twerk.

A N D

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.

4.7x ROAS

B E I N G A LW AY S - O NL I V I N G I N R E A L - T I M E M E A N S

T H E A LW A Y S - O N B R A N D

M O R E .FA S T E R .A D A P T S T O I T S S U R R O U N D I N G S .

T H E A LW A Y S - O N B R A N D

25k

27k

29k

42k

48k

46k

95k

52k

102k

23k

31k

62k

62k

95k

99k

LEADING CAR RENTAL BRAND

LEADING AUTO BRAND

LEADING CPG (1) BRAND

LEADING CPG (2) BRAND

C O M P E T I T I V E R A N K I N G


9 0 T H P E R C E N T I L E

North American Food and Beverage Category




A P R I L : # 2 6 9




A P R I L : # 2 6 9O C T O B E R : # 4 2

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.


R E A C H I N G P E O P L E W H O U S E S O C I A L M E D I A O N M O B I L E D E V I C E S M E A N S R E A C H I N G M O R E P E O P L E .

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 R E A L - T I M E ?

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.

– I A N S C H A F E R @ I S C H A F E R

“ T H A N K Y O U . ”

why 'real-time' marketing is all about social & mobile convergence

Technology

traditional mediasocial

mobile mediaads made

ian schafer

interrupt media

social media

beverage categoryapril

time december 5

brands greatest