Más contenido relacionado La actualidad más candente (20) Similar a eMarketer Webinar: Social Media Marketing on Mobile Devices (20) eMarketer Webinar: Social Media Marketing on Mobile Devices1. FEBRUARY 28, 2013
Social Media
Marketing
on Mobile Devices
Sponsored by:
Debra Aho Williamson
Principal Analyst
©2011 eMarketer Inc.
3. Your brand’s social media presence has
gotten smaller
Twitter – #eMwebinar
©2013 eMarketer Inc.
4. But small can be powerful: Mobile offers
new opportunities
©2013 eMarketer Inc.
5. 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.
Twitter – #eMwebinar
©2013 eMarketer Inc.
8. This year, 60% of US social network users
will come in via mobile phone
©2013 eMarketer Inc.
11. 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)
Twitter – #eMwebinar
©2013 eMarketer Inc.
12. Why is this important? Social networks
now take up 10% of mobile time
©2013 eMarketer Inc.
14. 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
©2013 eMarketer Inc.
15. 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
©2013 eMarketer Inc.
16. 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
©2013 eMarketer Inc.
17. 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
Twitter – #eMwebinar
©2013 eMarketer Inc.
19. The social media audience is
fragmenting across devices
©2013 eMarketer Inc.
21. But people don’t use them the same
way when it comes to social media
Image (left): adamr / FreeDigitalPhotos.net
©2013 eMarketer Inc.
23. But smartphone users are more likely to
access social media daily
Twitter – #eMwebinar
©2013 eMarketer Inc.
24. And the
use cases Tablet
for social
media are
different on
tablets vs. Phone
phones
©2013 eMarketer Inc.
25. 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.”
©2013 eMarketer Inc.
28. 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.”
©2013 eMarketer Inc.
29. 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.
Twitter – #eMwebinar
©2013 eMarketer Inc.
30. 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
©2013 eMarketer Inc.
31. 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
©2013 eMarketer Inc.
32. The Intuit Innovators program:
Cementing social/mobile integration
2. Allow users to submit via multiple
methods, including mobile or desktop
3. Use paid media to promote the contest
©2013 eMarketer Inc.
33. The Intuit Innovators program:
Cementing social/mobile integration
4. Mobile training
products include
social sharing
capabilities
Images: Intuit
©2013 eMarketer Inc.
34. The Intuit Innovators program:
Cementing social/mobile integration
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
Twitter – #eMwebinar
©2013 eMarketer Inc.
35. 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.”
©2013 eMarketer Inc.
36. Another way Facebook is trying to solve
the problem: Ads
Facebook can charge more for mobile
ads; desktop ads are getting cheaper
©2013 eMarketer Inc.
38. 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.
©2013 eMarketer Inc.
39. 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
©2013 eMarketer Inc.
40. Good news: Integrating mobile and social
pays dividends down the road
Image: ddpavumba / FreeDigitalPhotos.net
©2013 eMarketer Inc.
41. 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
©2013 eMarketer Inc.
42. 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
©2013 eMarketer Inc.
43. 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
©2013 eMarketer Inc.
44. 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
©2013 eMarketer Inc.
45. Does the image on the left look familiar?
Marketers that create Facebook apps must
ensure the apps work on mobile
Images: Friend2Friend
©2013 eMarketer Inc.
46. 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.
©2013 eMarketer Inc.
48. But there’s no one-size-fits-all creative
execution Must click
to see image
Facebook Twitter Instagram
©2013 eMarketer Inc.
50. 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.
©2013 eMarketer Inc.
51. 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
52. 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, a division of Google | wildfireapp.com | 888. 274.0929 | wildfire@google.com Confidential and Proprietary 52
53. 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, a division of Google | wildfireapp.com | 888. 274.0929 | wildfire@google.com Confidential and Proprietary 53
54. 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
Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | wildfire@google.com Confidential and Proprietary 54
55. 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
©2012 eMarketer Inc.
Notas del editor TK TK As part of its new social/mobile-first mindset, Intuit, the financial and tax preparation software company that makes Quicken, rolled out its Intuit Innovators campaign in November. The campaign encourages small business owners and financial professionals nationwide to share their success stories via social channels and participate in mobile training courses.