social fresh east 2013: ian schafer
TRANSCRIPT
All content contained herein is property of Deep Focus. ©2013 All Rights Reserved.
18 APRIL 2013
THE MOBILE-FIRST SOCIAL MEDIA STRATEGYSOCIAL FRESH EAST
IAN SCHAFER @ischafer
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VERTICAL IS THE NEW HORIZONTAL.
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People are drawn to content through people & feeds.
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US social network users are going mobile.
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2013 vs. 2017
16098Million smartphone social network users
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As mobile social media usage grows, desktop social media usage is starting to decrease.
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Facebook usage patterns are shifting.60% access using a mobile device.
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60% 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 digit more likely to reply” compared to non-mobile users.
—Joel Lunenfeld, VP, Global Brand Strategy, Twitter
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Photos are more important than ever.Brands post photos because people share photos.
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RESOLVED:The best social media ad is a
brand’s most engaging content.
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RESOLVED:The best mobile ad is a brand’s
most engaging content.
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The old creative model won’t work for mobile native advertising.Brief-based production takes a long time, and we need to make a lot of stuff for social channels.
Brief SOW Concept Green Light Shoot Produce
Review x3
Legal Review
Postpro-duction Publish
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A photography & production teamthat uses an editorial modelfueled by intelligenceto create timely, short-form, social-quality contentthat optimizes engagementreturning brand equityat a relatively low cost.
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THESE 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.
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652,058 fans. 969,764 fans.PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
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204,957 people talking about them.
843,803 people talking about them.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
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Reached 7,699,714 people in 28 days.
Reached 38,098,693 people in 28 days.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
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Mobile penetration less than 20%.
Mobile penetration over 44%.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
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The best mobile ad is a brand’s most engaging content.
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Purina’s Mobile Approach
Top brands (must) have a mobile optimized presence
Mobile integrated into communications plans
Build on/for consumer behavior
It’s about catching up to consumers – quickly.
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Purina’s Future in Mobile
Mobile is the first screen mentality
Double-down on engaging content, across more brands
Work for Purina mobile usage levels to approach our consumers’ overall mobile usage
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THANKS.
@chrispadgett@ischafer
OUR 2013 MOBILE & SOCIAL OUTLOOK:dfoc.us/df2013outlook
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