eMarketer Webinar: Social Media Marketing on Mobile Devices

©2011 eMarketer Inc.

F E B R U A R Y 2 8 , 2 0 1 3

Social Media Marketing on Mobile Devices

Debra Aho WilliamsonPrincipal Analyst

Sponsored by:


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 of mobile-only Facebook users is rising fast

Q3 2012: 126

million

21% of total

mobile users

Q4 2012: 157

million

23% of total

mobile users

+ 25% QoQ

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 for social media are different on tablets vs. phones

Tablet

Phone


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

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.

Marketers should consider:



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’

“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.”

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


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 ofmobile 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

“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

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


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

Image: ddpavumba / FreeDigitalPhotos.net


2. Consider going mobile-first for socialmedia initiatives

“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

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


Case study: Mobile boosts SmartWoolcampaign 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 mobileImage 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 creativeexecution

Facebook Twitter Instagram

Must click to see image


The goal: An image that stops the swipe


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.

Conclusions

Wildfire, a division of Google | wildfireapp.com | 888. 274.0929 | [email protected] Confidential and Proprietary 51

Speaker Profile

Maya GrinbergChief Evangelist, Social Media Manager at Wildfire

•Huffington Post•Social Media Examiner•Social Media Today

Google.com/+mayagrinberg@papayamaya@wildfireapp


•Auto-optimized for the device’s display

•Design once, run everywhere – smartphone, tablet, desktop

•Seamless, consistent customer experience regardless of device

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

Delivering an optimized experience on mobile is essential

SmartphoneTablet

Desktop

Smartphone Tablet


• One of the largest providers of social media marketing software

• Founded in 2008, acquired by Google in August 2012

• 21,000+ paying customers in 130+ countries

• Powered 250K+ campaigns

Wildfire by Google

Serve 30 of World’s Top 50 Brands


Wildfire Social Marketing Suite

• Integrated platform for brand engagement, amplification, and monetization

• Data-driven content creation and publishing

• Real-time measurability and analytics

• Comprehensive management and control

• Advanced ads optimization platform

AdsMessages Pages Promotions

Analytics

Campaigns • Engagement • Referrals • Benchmarking • Competitive


Q&A Session

Social Media Marketing on Mobile Devices

Sponsored by:

Wildfire by Google

You will receive an email tomorrow with a link to

view the deck and webinar recording.

Debra Aho Williamson

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 Analytics Support Real-Time Marketing

Key Digital Trends for 2013

US Tablet User Forecast: A Double-Digit Growth Market Through 2016

Learn more about mobile marketing with an eMarketer corporate subscription

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eMarketer Webinar: Social Media Marketing on Mobile Devices

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