eMarketer Webinar: Social Media Marketing on Mobile Devices

FEBRUARY 28, 2013

Social Media
Marketing
on Mobile Devices

Sponsored by:

Debra Aho Williamson
Principal Analyst
©2011 eMarketer Inc.

Mobile is
rewriting
the rules of
social media
marketing

Now, go do the
same things in
mobile


Your brand’s social media presence has
gotten smaller

Twitter – #eMwebinar

But small can be powerful: Mobile offers
new opportunities


Key Trends

 Desktop social media usage is starting
to fall, while mobile and tablet social media
usage is increasing.
 There are significant differences in the ways
consumers use smartphones and tablets
for social media.
 Facebook marketing has become more
complex, with less focus on desktop-oriented
brand pages and more focus on the newsfeed.


The Mobile Migration
is Happening Quickly


The desktop
will no
longer be
the core
social media
user
experience


This year, 60% of US social network users
will come in via mobile phone


As mobile
social media
usage
grows,
desktop
usage is
starting to
slip


The
smartphone
and the
computer
are
approaching
parity for
several
social media
activities


The same trends are evident in
markets outside the US, too

 UK: 42% of mobile phone users accessed a
social network/blog via their phone in July 2012.
(Source: comScore)

 Australia: 61% of mobile phone users visited a
social networking site from their phone in 2012.
(Source: Australian Interactive Media Industry Association)

 India: 92% of smartphone users accessed social
media content from their phone daily in Q2 2012—
well above the US’s 73%. (Source: InSites Consulting)


Why is this important? Social networks
now take up 10% of mobile time


Facebook
users are
quickly
gravitating
toward
mobile 64% of
total
active
users


The number Q4 2012:
of 157
mobile-only million
Facebook
users is 23% of
rising fast + total
Q3 2012: 25% mobile
126 QoQ users
million

21% of
total
mobile
users Source: Facebook 2012 annual report;
eMarketer calculations

Facebook’s CEO is committed to
mobile

“Mobile is the perfect device for Facebook for
three reasons. It allows us to reach more
people. We have more engagements
from the people who we reach. And I think we’ll
also be able to make more money for each
minute people spend with us on their mobile
devices.”

—Mark Zuckerberg, speaking during Facebook’s
Q4 2012 earnings call


Twitter usage also leans heavily
mobile

60% of worldwide active users access the
service via mobile. In the UK, 80% do.

“When you look at the 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, Twitter’s vice president of global brand strategy


Twitter users who access the service
primarily via mobile are:

 86% more likely to be on Twitter several times
a day compared to non-primary mobile users.
 Younger than other users, but evenly split by
gender.
 169% more likely to use Twitter while
shopping.
 96% more likely to follow 11 or more brands.

Source: Twitter and Compete, February 2013


The Complicated
Device Landscape


The social media audience is
fragmenting across devices


Marketers
usually lump
tablets and
smartphones
together


But people don’t use them the same
way when it comes to social media

Image (left): adamr / FreeDigitalPhotos.net


Smartphone
and tablet
users use
social media
at a similar
rate


But smartphone users are more likely to
access social media daily


And the
use cases Tablet
for social
media are
different on
tablets vs. Phone
phones


Understanding context is critical

Social media marketing campaigns must be
adjusted to account for differences in tablet
and mobile phone usage patterns.
“When users are accessing social experiences from their
smartphones, emphasis needs to be put on how you’re
going to let them communicate. … [On] the tablet, all
the emphasis changes to content publishing.”


Facebook’s Changes
Create New
Challenges for
Marketers


Facebook’s mobile shift reduces
marketers’ creative palette


The changes add new layers of
complexity

“How do I get somebody who’s got their phone
in their pocket to pull it out, click on Facebook
and then click on my content? That’s really
hard to do, and it’s just not as frictionless
as it used to be.”

“If Facebook doesn’t make it possible for us
to have a seamless integration between our
wall and our tabs when someone’s coming
from mobile, there’s only so much we
can actually do to … make the
consumer experience better.”


As more Facebook users gravitate to
mobile, new decisions must be made

Marketers should consider:
 De-emphasizing brand pages. Mobile users aren’t
able to access some brand page content.
 Focusing on the newsfeed. Produce content that
will be compelling enough to surface in a user’s newsfeed.
 Moving toward seamless experiences across
devices. Allow users to pick up where they left off as
they move from device to device.


Case Study: How Intuit’s Facebook
strategy changed

Old strategy: “It used to be that every
campaign was centered around a gorgeous
Facebook tab with a promotional call to
action, and it was a creative extension of your
traditional marketing campaign.”

New strategy: “These days, you really do
have to have robust photos, video, text and
content on the wall and the timeline.”

—Adrian Parker, group marketing manager of social,
mobile and emerging media at Intuit


The Intuit Innovators program:
Cementing social/mobile integration

1. Invite small-business owners and
financial professionals to share stories

The goal:
Help accounting
professionals
grow their business;
encourage them to
use Intuit’s mobile
training tools.

Image: Intuit



2. Allow users to submit via multiple
methods, including mobile or desktop

3. Use paid media to promote the contest



4. Mobile training
products include
social sharing
capabilities

Images: Intuit



Results:
 Increased Facebook reach 5x in one week

 Facebook post about the Innovators contest
received 851 ‘likes’ – a record amount

 People who did training via mobile were twice
as likely to recommend QuickBooks Online
to a friend or colleague

“It’s no longer enough just to have a flashy sports car. Now you actually
need to have something to talk about over dinner.” —Adrian Parker, Intuit


Facebook says: Consider the current
limitations a ‘transition step’

It wants marketers to get their feet wet
with mobile first, then expand the toolset

“If I [as a marketer] want people to ‘like,’ comment, share and engage
with a post on my page, I can bring that to the mobile device. If,
however, you’re trying to send people to an app, it is a
completely new set of things you have to think about.”


Another way Facebook is trying to solve
the problem: Ads

Facebook can charge more for mobile
ads; desktop ads are getting cheaper


Strategies for the
Mobile Migration


Marketers believe the intersection of
mobile and social will be positive

 According to a 2012 ANA/MediaVest survey
on mobile marketing, 74% of companies
called the mobile/social convergence
either “very” or “extremely”
beneficial.

 However, 35% felt their internal organization
would be too siloed to take full advantage
of mobile, echoing concerns marketers had
about social media a few years ago.


1. Sync up mobile and social teams
within the organization

Marketers such as Intuit and Capital One have
named one executive to lead both disciplines

“Our goal has been to solve for mobile and
social in tandem. We do campaign
planning across both to reach the highest
level of engagement.”
—Adrian Parker, Intuit


Good news: Integrating mobile and social
pays dividends down the road

Image: ddpavumba / FreeDigitalPhotos.net


2. Consider going mobile-first for social
media initiatives

The smaller palette forces you to focus on
what’s most important

“The most engaged folks on social networks
are people who are accessing via mobile.
How do we make the social experience for
them mobile at the core?”
—Chia Chen, senior vice president and mobile
practice lead at Digitas


Case study: Mobile boosts SmartWool
campaign engagement
32% of entries and
75% of traffic to
the app came via
mobile

298% increase in
“People Talking
About This”
number was
attributed to
mobile

Key to success:
Facebook app
was optimized
for mobile
Image and stats: Friend2Friend

SmartWool: Desktop is still primary, but
mobile is coming on strong

“The thinking is that
you design it for the
web and then optimize
it for the phone. But
we’re reconsidering
this and thinking about
optimizing for mobile
first.”
— Molly Cuffe, senior manager of
global brand communications at
SmartWool

Quote: AdExchanger, January 25, 2013; image: Friend2Friend

3. Don’t alienate your friends

Sending users from a
mobile social media
campaign to a webpage
that is not
mobile-optimized is a
recipe for irritation.

Image: imagerymajestic / Freedigitalphotos.net

Does the image on the left look familiar?

Marketers that create Facebook apps must
ensure the apps work on mobile

Images: Friend2Friend

Social media promotions need extra care

 Branded apps must be configured for
mobile. Apps designed for the desktop may not work.

 Lower the barrier to entry. Entry forms should
be simple and mobile-integrated.

 Provide options. Give users the ability to upload
content or images with any device. For many brands,
mobile is becoming a dominant source of content
submissions.


4. Imagery is more important than ever


But there’s no one-size-fits-all creative
execution Must click
to see image
Facebook Twitter Instagram


The goal:
An image
that stops
the swipe


Conclusions

 Act NOW to take advantage of the mobile
migration. 23% of Facebook mobile users are already
mobile-only; Twitter also leans heavily mobile.
 Think smaller when it comes to Facebook
marketing. Changes are forcing more focus on
newsfeed content, imagery and ads.
 Mobile and social are forever intertwined.
Marketing teams that consider both platforms holistically
have significant advantages and avoid creating
campaigns that work on one platform but not the other.


Speaker Profile

Maya Grinberg
Chief Evangelist, Social Media Manager at
Wildfire

•Huffington Post
•Social Media Examiner
•Social Media Today

Google.com/+mayagrinberg
@papayamaya
@wildfireapp

Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | wildfire@google.com Confidential and Proprietary 51

Delivering an optimized experience on mobile is essential

• Auto-optimized for the
device’s display

• Design once, run
everywhere –
smartphone, tablet,
desktop Smartphone Tablet
Smartphone
Tablet
• Seamless, consistent Desktop

customer experience
regardless of device

• Engage mobile users –
the fastest-growing
method to access social
media


Wildfire by Google

• One of the largest providers of Serve 30 of World’s Top 50 Brands
social media marketing software
• Founded in 2008, acquired by
Google in August 2012
• 21,000+ paying customers in
130+ countries
• Powered 250K+ campaigns


Wildfire Social Marketing Suite

• Integrated platform for
brand engagement,
amplification, and
monetization

• Data-driven content
creation and publishing Messages Pages Ads Promotions

• Real-time measurability
Campaigns • Engagement • Referrals • Benchmarking • Competitive
and analytics

• Comprehensive Analytics
management and control

• Advanced ads
optimization platform

Q&A Session Learn more about mobile marketing with
an eMarketer corporate subscription
Social Media Marketing
on Mobile Devices About 200 eMarketer reports are
published each year. The following are a
few recent ones you may be interested in:

 Social Media Marketing on Mobile Devices:
Turning Challenges into Opportunities
 Mobile Display Ad Types: Move Over Banner
Ads, You’ve Got Company
 Meeting the Need for Speed: How Social
Debra Aho Williamson
Analytics Support Real-Time Marketing
 Key Digital Trends for 2013
You will receive an email
tomorrow with a link to  US Tablet User Forecast: A Double-Digit
view the deck and Growth Market Through 2016
webinar recording.

Sponsored by: To learn more: www.emarketer.com/products
Wildfire by Google 800-405-0844 or webinars@emarketer.com


eMarketer Webinar: Social Media Marketing on Mobile Devices

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