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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 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
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
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$
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 I C K S

22%

BOTNETS & FRAUD

18%

SOURCE: TRADEMOB, 2012
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 problems that
they are the solution for.”
– C L AY S H I R K Y
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 ”
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
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 latest
(lightest) twerk.

AND
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
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.
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
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.
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
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
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 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
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.

• 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.
“THANK YOU.”
–IAN SCHAFER
@ISCHAFER

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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.
  • 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 ”
  • 35. s the new horizontal.
  • 36. s the new horizontal.
  • 37. s the new horizontal.
  • 38. s the new horizontal.
  • 39. s the new horizontal.
  • 40. LIVING IN REAL-TIME MEANS FEEDING THE FEED
  • 42. TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA M E D I A AT PEOPLE MEDIA BETWEEN PEOPLE
  • 43. TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA ADS MADE FOR PERSUASION CONTENT MADE FOR SHARING
  • 44. TRADITIONAL MEDIA SOCIAL & MOBILE MEDIA ADS MADE TO F I T O N A PA G E CONTENT MADE TO FIT INTO LIVES
  • 45. 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
  • 46. 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.
  • 47. 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
  • 48. 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
  • 49. 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.
  • 64. LIVING IN REAL-TIME MEANS B E I N G A L W AY S - O N
  • 65. T H E A LW A Y S - O N B R A N D
  • 66. 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.
  • 76. COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category
  • 77. COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category APRIL: #269
  • 78. COMPETITIVE RANKING 90TH PERCENTILE North American Food and Beverage Category APRIL: #269 OCTOBER:#42
  • 79. 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
  • 80. 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?
  • 81. 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.