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Smile: People Like
Your Photos More
 than Your Words

     Chas Edwards
   chas@luminate.com
      @ChasNote
       @Luminate
10% of all photos taken
       by humankind
were taken in past 12 months




                                             2
                               Source: , 1000Memories 2011
2.5 billion photo-enabled devices in
              circulation




                                                3
                                  Source: , 1000Memories 2011
70% of all activity inside social media
           involves a photo




                                Ahem.
  That stat’s from a Harvard Business School study in 2009, when
 Facebookers were uploading a mere 31 million photos per day, and
   My Space was still relevant enough to be included in a study of
                         social-media sites.
                                                                                   4
                                                                     Source: , 1000Memories 2011
No problem, right?

  Brands and publishers have been using
images & photos to tell their stories for more
             than 100 years.




                                                         5
                                           Source: , 1000Memories 2011
Even before
   color
photography,

 there was
  Norman
 Rockwell




                       6
         Source: , 1000Memories 2011
And Henry
 Luce made a
 mint adding
  photos to
boring topics
     like
business, new
 s and sports



                       7
         Source: , 1000Memories 2011
But here’s the rub(s)


1. Professional grade doesn’t always win the
   audience (hello, Charlie Bit My Finger)




                                                       8
                                         Source: , 1000Memories 2011
But here’s the rub(s)


1. Professional grade doesn’t always win the
   audience (hello, Charlie Bit My Finger)

2. Migration to digital has decreased time
   spent with each item (eg, news reading
   25 mins > 70 secs)




                                                       9
                                         Source: , 1000Memories 2011
But here’s the rub(s)


1. Professional grade doesn’t always win the
   audience (hello, Charlie Bit My Finger)

2. Migration to digital has decreased time
   spent with each item (eg, news reading
   25 mins > 70 secs)

3. Consumption is giving way to interaction



                                                      10
                                         Source: , 1000Memories 2011
It’s time to use photos as more than
              accessories




                                               11
                                  Source: , 1000Memories 2011
1. Get more audience
    (photos = social currency)




Stat: Pinterest catapulted from obscurity to 10M
           monthly users in 6 months
                                                                12
                                                   Source: , 1000Memories 2011
2. Make it easy for them to explore
      (photos = navigation)




Stat: Flipboard’s 20M users do 3 billion flips a month

                                                                13
                                                   Source: , 1000Memories 2011
3. Invite them to stay longer
   (photos = engagement)




                                             14
                                Source: , 1000Memories 2011
4. Let them browse the merch
       (photos = shopping)




Stat: 63% of shoppers place more value on the image
             than the product description
                                                            15
                                               Source: , 1000Memories 2011
5. Treat them to less sucky ads
       (photos = visual targeting)
Stat: Garnier saw 116% lift in favorable brand sentiment


                                                           16
Photo Highlight Reel

1.   Boost social traffic
2.   Navigation that’s intuitive
3.   Naturally more engaging
4.   Integrated shopping
5.   Smarter contextual advertising


     Questions, comments & sources:
           Find me @ChasNote

                                                   17
                                      Source: , 1000Memories 2011

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SxSW 2013: Smile, People Like Your Photos More Than Your Words

  • 1. Smile: People Like Your Photos More than Your Words Chas Edwards chas@luminate.com @ChasNote @Luminate
  • 2. 10% of all photos taken by humankind were taken in past 12 months 2 Source: , 1000Memories 2011
  • 3. 2.5 billion photo-enabled devices in circulation 3 Source: , 1000Memories 2011
  • 4. 70% of all activity inside social media involves a photo Ahem. That stat’s from a Harvard Business School study in 2009, when Facebookers were uploading a mere 31 million photos per day, and My Space was still relevant enough to be included in a study of social-media sites. 4 Source: , 1000Memories 2011
  • 5. No problem, right? Brands and publishers have been using images & photos to tell their stories for more than 100 years. 5 Source: , 1000Memories 2011
  • 6. Even before color photography, there was Norman Rockwell 6 Source: , 1000Memories 2011
  • 7. And Henry Luce made a mint adding photos to boring topics like business, new s and sports 7 Source: , 1000Memories 2011
  • 8. But here’s the rub(s) 1. Professional grade doesn’t always win the audience (hello, Charlie Bit My Finger) 8 Source: , 1000Memories 2011
  • 9. But here’s the rub(s) 1. Professional grade doesn’t always win the audience (hello, Charlie Bit My Finger) 2. Migration to digital has decreased time spent with each item (eg, news reading 25 mins > 70 secs) 9 Source: , 1000Memories 2011
  • 10. But here’s the rub(s) 1. Professional grade doesn’t always win the audience (hello, Charlie Bit My Finger) 2. Migration to digital has decreased time spent with each item (eg, news reading 25 mins > 70 secs) 3. Consumption is giving way to interaction 10 Source: , 1000Memories 2011
  • 11. It’s time to use photos as more than accessories 11 Source: , 1000Memories 2011
  • 12. 1. Get more audience (photos = social currency) Stat: Pinterest catapulted from obscurity to 10M monthly users in 6 months 12 Source: , 1000Memories 2011
  • 13. 2. Make it easy for them to explore (photos = navigation) Stat: Flipboard’s 20M users do 3 billion flips a month 13 Source: , 1000Memories 2011
  • 14. 3. Invite them to stay longer (photos = engagement) 14 Source: , 1000Memories 2011
  • 15. 4. Let them browse the merch (photos = shopping) Stat: 63% of shoppers place more value on the image than the product description 15 Source: , 1000Memories 2011
  • 16. 5. Treat them to less sucky ads (photos = visual targeting) Stat: Garnier saw 116% lift in favorable brand sentiment 16
  • 17. Photo Highlight Reel 1. Boost social traffic 2. Navigation that’s intuitive 3. Naturally more engaging 4. Integrated shopping 5. Smarter contextual advertising Questions, comments & sources: Find me @ChasNote 17 Source: , 1000Memories 2011