1. All content contained herein is property of Deep Focus. ©2013 All Rights Reserved.
18 APRIL 2013
THE MOBILE-FIRST SOCIAL
MEDIA STRATEGY
SOCIAL FRESH EAST
IAN SCHAFER @ischafer

2. 22 JANUARY 2013
VERTICAL IS THE NEW HORIZONTAL.

3. 22 JANUARY 2013
People are drawn to content through people & feeds.
PAGE 3

4. 22 JANUARY 2013
US social network users are going mobile.
PAGE 4
2013 vs. 2017
Million
smartphone
social network
users

5. 22 JANUARY 2013
As mobile social
media usage grows,
desktop social media
usage is starting to
decrease.
PAGE 5

6. 22 JANUARY 2013
Facebook usage
patterns are shifting.
60% access using a mobile
device.
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7. 22 JANUARY 2013
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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8. 22 JANUARY 2013
Photos are more
important than ever.
Brands post photos because
people share photos.
PAGE 8

9. 22 JANUARY 2013
RESOLVED:
The best social media ad is a brand’s
most engaging content.
PAGE 9

10. 22 JANUARY 2013
RESOLVED:
The best mobile ad is a brand’s
most engaging content.
PAGE 10

11. 22 JANUARY 2013
PAGE 11

12. 22 JANUARY 2013
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
PAGE 12

13. 22 JANUARY 2013
A photography & production team
that uses an editorial model
fueled by intelligence
to create timely, short-form, social-quality content
that optimizes engagement
returning brand equity
at a relatively low cost.
PAGE 13

14. PAGE 15
22 JANUARY 2013

15. PAGE 18
22 JANUARY 2013
THESE PICTURES ARE WORTH THOUSANDS OF SHARES,
AND MILLIONS OF VIEWS.

16. And it plays right into social & mobile―native‖ ad products.
Our best-performing content becomes our mobile ads.
22 JANUARY 2013
PAGE 19

17. 652,058 fans. 969,764 fans.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
22 JANUARY 2013
PAGE 20

18. 204,957 people
talking about them.
843,803 people
talking about them.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
22 JANUARY 2013
PAGE 21

19. 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
22 JANUARY 2013
PAGE 22

20. Mobile penetration
less than 20%.
Mobile penetration
over 44%.
PURINA’S PETCENTRIC ON OCTOBER 1 PURINA’S PETCENTRIC ON NOVEMBER 18
22 JANUARY 2013
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21. 22 JANUARY 2013
The best mobile ad is a brand’s most
engaging content.
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22. 22 JANUARY 2013
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.
1.
2.
3.
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23. 22 JANUARY 2013
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
1.
2.
3.
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24. 22 JANUARY 2013
THANKS.
@chrispadgett
@ischafer
OUR 2013 MOBILE & SOCIAL OUTLOOK:
dfoc.us/df2013outlook
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