Mobile Social Media Marketing: Trends that can't be ignored

1. Mobile & Social Media Marketing
Trends That Can’t Be Ignored
November 18, 2013

2. US Smartphone Ownership

3. Mobile Phone Proximity
How often is your cell
phone with you or
nearby; that is, when is it
within arm’s length?

4. Smartphone Activity

5. US use of social media

6. Facebook Mobile-Only MAUs
Mobile-Only Monthly Active Users

7. Facebook Mobile is Real
• 70% of Facebook’s 1.16 billion MAUs
accessed the site at least once a month from
their mobile device
• Facebook expects
mobile usage and revenue will eclipse
desktop usage and revenue in the coming
months
• 49% of the Facebook's advertising revenues
now come from mobile ads
• $890M in Q3 ‘13 came from Facebook's
mobile advertising units

8. Facebook Owns Mobile, But Struggles
!
• Facebook has more mobile-only MAU’s than:
YouTube, Pandora, Yahoo, Twitter, Pinterest, Tumblr, AOL, Snapchat &
LinkedIn - combined
• Yet Facebook still struggles with its mobile App…

9. Facebook Mobile Opportunities
!
• Mobile Sponsored Stories - CTRs for mobile Sponsored Stories
on average are approximately 10 times higher
than CTRs for desktop
• CPCs for mobile Sponsored Stories on average are 45% less
expensive than desktop
• Deep demographics, psychographics,
behaviors make FB mobile targeting
super precise
• Better ROI tracking than CPC or CPA
• Creative opportunities abound

10. Twitter
!
• Twitter mobile usage is even higher, with more than 75% of monthly
active users visiting on mobile devices
• Recent IPO, acquisition of MoPub, building
a real-time bidding system for Twitter ads
• Twitter's primary ad products:
• Promoted Accounts
• Promoted Trends
• Promoted Tweets
• 77% of Twitter’s user base was international in Q2 ’13, but only
accounted for 25% of revenues
• 95% of live TV conversation currently happens on Twitter

11. Twitter Promoted Tweets
!
• $25,000 campaign for a Lunar New Year promotion
• Promoted tweets offered dining rewards to Twitter users
• 1 million people interacted with the tweet in four days time
• 70% of which were from a mobile device

12. Twitter Real-Time Ads Cards & Amplify
!
• Twitter Cards - make it possible for you to
attach media experiences to Tweets that link
to your content
• Add a few lines of HTML
to your webpages
• Users who Tweet links to your content
will have a "card" added to the Tweet that's
visible to all of their followers
• Twitter Amplify - Enables advertisers to
embed social video advertising campaigns
into real-time conversations during the
biggest television broadcasts & live events
Twitter Cards

13. Twitter Mobile Opportunities
!
• Over 65% of the Twitter's advertising revenue was generated from
mobile devices and it expects that proportion to grow
• Targeting - Continual improvement of targeting capabilities
• Advertisers outside the US have a substantial opportunity
• New advertising formats like a lead
generation & application download
• MoPub, the mobile-focused advertising
exchange that Twitter acquired in
September - real-time bidding into the
Twitter ads platform
• Coming: self-serve advertising platform in
select international markets

14. Mobile Social Video
!
• Video is expected to constitute 1/3 of all Internet traffic by 2015
• 2012 saw a 300% increase in mobile video consumption, a trend
that will continue to grow in 2014
• Mobile now makes up more than 25% of YouTube's global watch
time, that’s more than one billion views a day

15. Vine: Mobile Social Video
!
• 40 Million users in August 2013 up from
13 million in June 2013
• Vine grew over 400% between Q1 & Q3 2013
• 5 tweets per second contain a Vine link
• The first day of Honda’s #WantNewCar Vine
campaign brought the car brand 1,020 new
followers (compared to its six-month average of
242 new followers)

16. Instagram: Mobile Social Video
!
• As of September 1, 2013 Instagram reached
150 million monthly active users with more
than 60% of them residing outside the US
• Instagram videos get an average of
24 interactions per 1,000 followers
• Since the launch of Instagram video, there has
been a 37% increase in Instagram
shares on Twitter.
• Instagram videos are creating 2X engagement
than Instagram photos.

17. Mobile Social Video Opportunities
!
• Very early, huge potential for:
• Engagement
• Promotions
• Advertisements

18. Video Social Prank-vertising

19. Mobile Social Photo
Top Photo Sharing Sites, May 2013
Source: Business Insider

20. Facebook: Mobile Social Photo
• Uploading photos is the most popular
activity on Facebook
!
• 350 million photo uploads per day
mobile & desktop.
• Photos help: on Facebook they receive:
53% more Likes
104% more comments
84% more click-throughs

21. Instagram: Mobile Social Photo
• As of September 1, 2013 Instagram reached
150 million monthly active users
• Instagram sees approximately 55 million photos
uploaded each day
• average user spends 257 minutes per month
on Instagram
• Average photo receives an average of
37 interactions per 1,000 followers

22. 1st Instagram Ad Nov. 1, 2013
Michael Kors gained 34,000 new followers in 18 hours

23. SnapChat: Mobile Social Photo
• 350 million “snaps” served per day, up
from 200 million in June 2013
• Snapchat - “Stories” enable users to share
with friends a rolling compilation of snaps
that disappears after 24 hours.
• November 13th turned down a $3 Billion
cash buyout from Facebook

24. Mobile Social Photo Opportunities
!
• Very early, huge potential for:
• Engagement
• Promotions
• Advertisements

25. The Mobile Social Future
!
• Uber-everything: Massive increase in mobile-enabled
collaborative businesses
• Smartphones to Smart-devices: homes, cars,
wearables
• Transactions: bill pay, invoicing, cost-sharing

26. Mobile & Social Media Marketing
Trends That Can’t Be Ignored
Thank you
David Gerzof Richard
President & Founder
BIGfishMarket.com
+1.617.713.3800
@DavidGerzof