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Image-based social media applications including Instagram, Pinterest, and Vine, are an exciting marketing trend for 2013. People naturally connect more quickly and on a deeper level with images than ...

Image-based social media applications including Instagram, Pinterest, and Vine, are an exciting marketing trend for 2013. People naturally connect more quickly and on a deeper level with images than with text, making these platforms an excellent way for businesses to engage with their target audiences.

Want to learn more about how these trendy apps can be used to boost business? Executive Vice President Francis Skipper will teach attendees how they can to show, rather than tell, and integrate image-based social media into their content marketing strategy without exhausting resources. From creating a strategy to re-purposing existing content to share across multiple platforms, attendees will leave with an understanding of popular image-based social media platforms and a blueprint for using them to interact with their audience.

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  • as more people engage with social media on smartphones, they’re discovering that pictures – taking, sharing and viewing – on a high-res phone is much less tedious than typing out of viewing status updates or TweetsWith the vast amount of information thrown at us every day, pictures have become our default mode of sorting and understanding information
  • Business are learning to show, rather than tellIt takes our brains seconds longer to connect with textBetween 65% and 85% of people describe themselves as visual learnersA 2012 study by ROI Research found that when users interact with friends on social platforms, it’s the pictures they take that they enjoy most44% of respondents are more likely to engage with brands if they post photos than any other type of media
  • A 2012 study by ROI Research found that when users interact with friends on social platforms, it’s the pictures they take that they enjoy most
  • Business are learning to show, rather than tellIt takes our brains seconds longer to connect with textBetween 65% and 85% of people describe themselves as visual learnersA 2012 study by ROI Research found that when users interact with friends on social platforms, it’s the pictures they take that they enjoy most44% of respondents are more likely to engage with brands if they post photos than any other type of media
  • Search engines now rank content based on social conversions and sharing, not just websites aloneBrands can use visual content on their social media platforms to increase engagement and inspire sharing and viral marketingThe rise of platforms like Vine, Tumblr, Pinterest and Instagram show how visual content is a key force for online communication
  • profiles are secondary to the images posted – users choose who to follow based purely on what they see, not the user’s background
  • Instagram grew to 40 million users worldwide in just 2 yearsInstagram has 100 million monthly active users40 million photos are posted per dayThere are 8500 likes per second on Instagram, and 1000 comments per second
  • No matter the size of your business, visual storytelling on social platforms can bring you increased exposure, consumer engagement, and sales
  • ocial media contests allow brands to:make a personal connection with their customers;receive a ton of buzz and PR for the cost of giving away some merchandise, or in many instances, at no cost at all;build a loyal and engaged online community; andmost importantly, drive sales.
  • Intro to 451 Marketing

Show and Sell Presentation Transcript

  • 1. Show and Sell:Using Image-Based Social Mediato Connect with Your Audience
  • 2. Francis SkipperExecutive Vice President617-259-1605francis@451marketing.comlinkedin.com/in/francisskipper@fskipwww.451Marketing.com
  • 3. National Public Relations, SocialMedia, and Search Marketing AgencyFounded in 2004Headquartered in Boston andrepresenting Los Angeles, New York,San Diego, and Las VegasRecognized as a 2011, 2012, 2013an award recognizing the fastestgrowing private companiesheadquartered in MassachusettsAbout 451 Marketing
  • 4. Our Team’s Experience
  • 5. Agenda• Intro to Image-Based Social Media• An Overview of Pinterest, Instagramand Vine• Best Practices for Image-BasedSocial• Case Studies• Q & A
  • 6. Blogging – roughly 1,000 wordsEvolution of Social Media PostsTwitter – 140 characters#charceuterie #yumInstagram – image and a fewwords
  • 7. “Every day, more photos are taken with the iPhonethan any other camera”Why Image-Based?You’ve seen the iPhone TV ad:
  • 8. Super-succinct way tocommunicate thoughts andemotions feelingsPeople love pictures, andthey really love sharingpictures of themselves,their families, pets, food,favorite clothing items,sunsets, and a host of otherrandom things.Why Image-Based?
  • 9. 55% of mobile market inUS is smartphones -129.4 million peopleWhy Image-Based?(Via comScore)
  • 10. Humans Are Visual>65%of people describethemselves asvisual learnersOur brains react more quickly and with more emotion to imageswhen compared to text
  • 11. Why Image-Based?>65%of people describethemselves asvisual learners44% of respondents aremore likely to engagewith brands if they postphotos than any othertype of media
  • 12. Why Image-Based?For Consumer BrandsA great way to showcase your products and corporate culture
  • 13. Why Image-Based?For B2BA great way to put a personality and face behind your brand
  • 14. Why Image-Based?Image-based social media is scalable and repeatable
  • 15. • Pinterest has 48.7 millionUS users• The average Pinterest userspends 98 minutes permonth on the site• Women are 5 times morelikely to be on Pinterest Pinterest Receives 3rd MostHits/Week Among Social Media Sites
  • 16. A platform for storing andsharing your brand’s imageswhich helps drive traffic toyour company website andeven converts to salesTwo Primary Goals• Increase Brand/ProductRecognition• Drive Traffic to Your SiteWhat is Pinterest?
  • 17. What is a Pin?An image added to Pinterest.What is a Board?A collection of pins withsimilar theme
  • 18. April of 2012, Instagram launched itsapp for Android. In less than oneday, more than 1 million downloadsLess than three years after its launch,Instagram had 100 million monthlyusers
  • 19. What is Instagram?Photo editing app thatstarted on the iPhone allowsusers to generate their ownimages and enhance themdramatically through artisticfeaturesUses hashtags to categorizeimages and a “like” feature
  • 20. Vine is a mobile application that letsusers capture a number of filmframes, which are looped into 6-second videos and shared on TwitterWhat is Vine?
  • 21. • Six months after Vine wasreleased, it topped theApple Store free apps chart• Between Feb 9-10, 113,897Vine videos were shared –or 2,324 videos every hour
  • 22. • Tumblr is a social platform forblogging, primarily used to shareimages and gifs• There are currently 102 millionTumblr blogs• The total number of Tumblr posts todate is 22.6 billion• In March, Tumblr had 29.2 uniquevisitors• Each user spent on average 154.1minutes on Tumblr in March 2013• 52% of visitors are male
  • 23. Look Before You LeapMake sure image-basedapps support your existingsocial media strategy.Decide– what story doyou want to tell with yourimages?
  • 24. Goals for Image-Based SocialEncourage customers to showcase how they use your productsCapture and share customer testimonialsPromote eventsShare how-to’s related to your product or industryPromote other content in an engaging wayDisplay productsDrive traffic to ecommerceShowcase corporate culture and givingDeliver a company announcementShare behind the scenes glimpse into operations
  • 25. Setting the FoundationFill out profiles and brand platform
  • 26. Add Links to Your SiteSetting the Foundation
  • 27. • Visual Content You Already HavePictures of products, covers of yourpublication, images from your last event• Compelling Visual from Blog PostsTo link back to blog content• Infographics & Data VisualizationHighly pin-able and good place to linkWhat Images Should I Share?
  • 28. Showcase Corporate Culture
  • 29. Content for Different Audiences
  • 30. Portable How-To Content
  • 31. Host a Visually-Based Contest
  • 32. Post Images on Multiple PlatformsGet the most mileage out of your images – but use best practices
  • 33. Cross-Post With Brands
  • 34. Create CTAs
  • 35. Link for Conversion
  • 36. DON’T Solely Self-PromotePin content from other related/complementaryusers & brandsDON’T Assume You Have Nothing to OfferConsumer & B2B brands find success on PinterestDON’T Post Low Quality/Shaky PostsMake each post worthwhileDon’ts
  • 37. Case Study: Annie Selke CompaniesPinterest users prove to be big online spenders for luxuryinterior design purveyor Annie Selke Companies
  • 38. Case Study: Annie Selke CompaniesGoalIncrease brand awareness and drive sales using social media.Approach451 Marketing launched exciting Pinterest campaign showcasing thebrands’ high quality and visually appealing products. 451 also helpedexecute “Pin to Win” promotions.ResultsIn the first year of the campaign:• 135 assisted conversions - 50% lastinteraction conversions• $39,019.32 in direct sales
  • 39. • Decide on a strategy – what story do you want to tell with yourimages?• Add social sharing buttons to your website, so fans can easily spreadthe word• Find ways to involve fans: competitions, photos of them using yourproduct/service• Focus on your customers: what images do they find useful andentertaining?• Images don’t have to be professionally shot, but be thoughtfulTakeaways:
  • 40. Questions?
  • 41. Show and Sell:Using Image-Based Social Mediato Connect with Your Audience