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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
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Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 1 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 2 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 3 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 4 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 5 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 6 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 7 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 8 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 9 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 10 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 11 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 12 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 13 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 14 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 15 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 16 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 17 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 18 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 19 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 20 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 21 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 22 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 23 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 24 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 25 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 26 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 27 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 28 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 29 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 30 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 31 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 32 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 33 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 34 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 35 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 36 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 37 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 38 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 39 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 40 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 41 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 42 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 43 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 44 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 45 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 46 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 47 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 48 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 49 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 50 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 51 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 52 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 53 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 54 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 55 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 56 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 57 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 58 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 59 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 60 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 61 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 62 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 63 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 64 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 65 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 66 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 67 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 68 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 69 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 70 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 71 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 72 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 73 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 74 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 75 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 76 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 77 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 78 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 79 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 80 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 81 Why 'Real-Time' Marketing Is All About Social & Mobile Convergence Slide 82
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Delivered at the Chute's Visual Revolution Summit on 12/5/13.

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

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