Inspiration

Seeing is believing
Why images hold the key to high
impact communications
Credibility

October 2013

Helen Mc...
Agenda


Why are visuals critical for clear & concise
communications?
Inspiration



How can you create impactful images...
The customer journey…

A
I
D
A

wareness

nterest
esire

ction

>

“I hear and I forget.
I see and I remember.
I do, I und...
We risk information overload…

…every day

…100,500 words

(or 34 gigabytes of data) are consumed by people
on average out...
We are time poor…
We are time poor…

On average users only read

28%
of words on the web per visit
Nielsen, J. (2008). How...
Images are instant…

1/10 of a second to
interpret an image…text takes time
Semetko, H. & Scammell, M. (2012). The SAFE Ha...
Images encourage us to act…
People are ~80% more likely to read articles with images
and…
 Believe
[1]

67% of people wer...
The image era…
 People are most likely to

engage with branded content
on social media that contains:
- Pictures (44%)
- ...
Best practices when using images


The rule of thirds

Divide the image into thirds using imaginary lines. Place importan...
Get good at visual storytelling


Photo carousels on website
homepage
Encourage people to visit parts of your
site they m...
Infographics…


Provide context and not just a sound-bite
stat

Enable people to quickly….


Gain a holistic understandi...
Headline roundups…
Adding value like this…

Can help drive this…

Consolidate multiple
content or data points
into one ima...
Use customisable templates…
1. Write your own
title.
2. Change the
image and
group all
elements
3. Right click the
image a...
Use customisable templates…

Title of content you’re sharing
goes here
14
Use customisable templates…

Title of content you’re
sharing goes here

15
Quotes…

Though we may come from
different countries and speak
in different tongues, our
hearts beat as one.
Albus Dumbled...
Snackable content…

Your headline here

Your story headline
goes here. Make it
short and sweet!

Your story headline
goes ...
Content curation…


Use a bitly bundle that includes
clickable images, text, maps and
video on one page:
- Screen shot of...
Charts…
Remove backgrounds, borders, duplicate labels,
special effects, bold text
 Reduce colours, lighten or remove line...
Make images available on your website
Encourage widespread use


Feel free to use this image for
your page or blog post a...
SEO…
Images should have meaningful filenames
images.site.com/hotelname-street-london-uk.jpg
(include location if relevant)...
On-page optimisation
Alt tags
 Provide a description to help search engines establish the content
or subject of your imag...
Separate image sitemap



A range of tools will generate
a sitemap for you
If you run a WordPress site
you can install a...
Site speed
Google assesses site speed in its
ranking algorithm
 Amazon research shows every 100 ms
increase in page load ...
Googlebots


Upload good quality, low size images
Don’t upload images and then
scale them by setting the width
and height...
Free (and cheap) resources
Infographics
 Piktochart.com
Do-it-yourself infographics for
free (or at relatively little cos...
Stay in touch
Find more useful tips at:
www.slideshare.net/HelenMcI2
www.scribd.com/HelenMcI

Connect with me at:
uk.linke...
Inspiration

Seeing is believing
Why images & infographics hold the
key to high impact communications
Credibility

October...
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How to create images, infographics and content bundles for easy social sharing.
Image SEO best practice tips.

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Seeing is believing: why images hold the key to high impact communications

  1. 1. Inspiration Seeing is believing Why images hold the key to high impact communications Credibility October 2013 Helen McInnes Timing
  2. 2. Agenda  Why are visuals critical for clear & concise communications? Inspiration  How can you create impactful images & infographics?  What shareability & findability tricks can you use?  What free (or cheap) resources are available? Credibility Timing 2
  3. 3. The customer journey… A I D A wareness nterest esire ction > “I hear and I forget. I see and I remember. I do, I understand.” Confucius
  4. 4. We risk information overload… …every day …100,500 words (or 34 gigabytes of data) are consumed by people on average outside of work Bohn, R. & Short, J. (2012). Measuring Consumer Information, International Journal of Communication, Vol. 6 4
  5. 5. We are time poor… We are time poor… On average users only read 28% of words on the web per visit Nielsen, J. (2008). How Little Do Users Read? 5
  6. 6. Images are instant… 1/10 of a second to interpret an image…text takes time Semetko, H. & Scammell, M. (2012). The SAFE Handbook of Political Communication, SAGE Publications 6
  7. 7. Images encourage us to act… People are ~80% more likely to read articles with images and…  Believe [1] 67% of people were persuaded by a presentation with images vs 50% for one without. [2]  Remember Recall increases from 20% to 80% by adding images to text. [3]  Understand People who following instructions with images perform 323% better than those with just text. [4] 100bn images are made available online each year [1] Green, R. (1989). The Persuasive Properties of Color, Marketing Communications [2] McCabe, D. & Castel, A. (2008). Seeing is believing. The effect of brain images on judgments of scientific reasoning, Cognition [3] Lester, P. M. (2006). Syntactic Theory of Visual Communication [4] Levie, W. J. & Lentz, R. (1982). Effects of text illustrations: A review of research, Educational Communication and Technology 7
  8. 8. The image era…  People are most likely to engage with branded content on social media that contains: - Pictures (44%) - Status updates (40%) - Videos (37%) Source: Peformics  Use a combination of photos, infographics, “pull quotes images”, snackable image bites & graphs 8
  9. 9. Best practices when using images  The rule of thirds Divide the image into thirds using imaginary lines. Place important elements of your composition (e.g. a person’s eyes or product) where these lines intersect. We call these the ‘points of power’.  Use Lines Patterns, lighting and lines that'll help to take your viewers to the point of power where you've placed your key feature.  Use light Get up early, or stay out late, to see how natural light picks out different in a scene. 9
  10. 10. Get good at visual storytelling  Photo carousels on website homepage Encourage people to visit parts of your site they might never reach  Scroll-through photo stories in online newspapers/magazines Are impactful and increase clickthroughs to your site  Snackable image stories Are impactful and increase clickthroughs to your site 10
  11. 11. Infographics…  Provide context and not just a sound-bite stat Enable people to quickly….  Gain a holistic understanding of a topic  Form their own opinions ….this relationship with the information builds trust. 11
  12. 12. Headline roundups… Adding value like this… Can help drive this… Consolidate multiple content or data points into one image while creating a shareable photo for social. 12
  13. 13. Use customisable templates… 1. Write your own title. 2. Change the image and group all elements 3. Right click the image and select “Save as picture.” 4. Post the image file to social. Title of content you’re sharing goes here 13
  14. 14. Use customisable templates… Title of content you’re sharing goes here 14
  15. 15. Use customisable templates… Title of content you’re sharing goes here 15
  16. 16. Quotes… Though we may come from different countries and speak in different tongues, our hearts beat as one. Albus Dumbledore 16
  17. 17. Snackable content… Your headline here Your story headline goes here. Make it short and sweet! Your story headline goes here. Make it short and sweet! Your story headline goes here. Make it short and sweet! Your story headline goes here. Make it short and sweet! Your story headline goes here. Make it short and sweet! 17
  18. 18. Content curation…  Use a bitly bundle that includes clickable images, text, maps and video on one page: - Screen shot of & link to a tweet - Preview of a Flickr photo - Embedded YouTube video - Foursquare checkin map (useful for events) …and an overall description and commentary for each of the links  Bitly: - Tracks clicks for each link & url sources for the bundle - Enables people to comment using Disqus on the bundle page 18
  19. 19. Charts… Remove backgrounds, borders, duplicate labels, special effects, bold text  Reduce colours, lighten or remove lines, lighten secondary data labels  Remove Y-axis labels and label the bars directly  Before After 19
  20. 20. Make images available on your website Encourage widespread use  Feel free to use this image for your page or blog post as long as you include an image credit with a clickable (hyperlinked) and followed link to <a href=”http://yourdomain.com/” >yourdomain</a>  Share on other social sites (Flickr, Picassa) 20
  21. 21. SEO… Images should have meaningful filenames images.site.com/hotelname-street-london-uk.jpg (include location if relevant) NOT 112354_main.jpg Tips:  Include keyword in your file name, but don’t overdo it  Use hyphens to split words; avoid underscores/other signs (e.g. + ; /)  Go for a shorter name (4-5 words at max) 21
  22. 22. On-page optimisation Alt tags  Provide a description to help search engines establish the content or subject of your image: <img src=”where your image is saved” alt=”Target keyword (product name) and a short description”/> XML Sitemaps  Provide a caption, title, geo location and license for each image  The tag that tells Google everything about your image <image:image> as well as the image ULR tag <image:loc> are both required. In addition, you can add more tags such as geo or caption tags and more. (See Google’s Image Sitemaps page). 22
  23. 23. Separate image sitemap   A range of tools will generate a sitemap for you If you run a WordPress site you can install a plug-in (e.g. Google XML Sitemap for Images) which will create the specialised Image sitemap for you, e.g. <?xml version=”1.0″ encoding=”UTF-8″?> <urlset xmlns=”http://www.sitemaps.org/schema s/sitemap/0.9″ xmlns:image=”http://www.google.com/sc hemas/sitemap-image/1.1″> <url> <loc>http://yourdomain.com/page.html</ loc> <image:image> <image:loc>http://yourdomain.com/imag ename1.jpg</image:loc> </image:image> 23 23
  24. 24. Site speed Google assesses site speed in its ranking algorithm  Amazon research shows every 100 ms increase in page load time decreased sales by 1%  Tips 1. Reduce file sizes by compressing images 2. Use intelligent caching and delivery acceleration (e.g. edge caching) 3. Use a dynamic imaging solution (serve a compressed picture at 85% quality for a PC, but at 60% quality for smartphones) 4. Ideally images should be hosted under a cookieless domain. Cookies are sed to maintain session state, etc. It is unnecessary for them to be sent with every image request as it needlessly slows down the user's experience. This is particularly important for mobile users. 24
  25. 25. Googlebots  Upload good quality, low size images Don’t upload images and then scale them by setting the width and height in HTML source code as it will waste your bandwidth.  Ensure large images are indexed rather than small search result thumbnails Sniff the UserAgent string and serve it the large image URL  Find out whether your images have been indexed by doing a site search (site: yourdomain) in google.com If you can’t see your images:  Check every image has its size dimension (width and height) defined in the HTML  Do the same for the ‘Alt tag’  Check your robots file to see if the image sub-directory as well as the relevant page isn’t blocked from crawling 25
  26. 26. Free (and cheap) resources Infographics  Piktochart.com Do-it-yourself infographics for free (or at relatively little cost) Images  Shutterstock Great low cost image subscription service. Sign up for a free photo a month.  Bigstock Great low cost image subscription service. Sign up for a free photo a month or free trial.  Creative Commons Search engine which you can use to find royalty free content from across the web.  Smart Photo Stock Collection of royalty free images for bloggers by bloggers Editing photos  Photoshop, Gimp or Tinypng Checking your site speed  Pingdom  Google Site Speed 26
  27. 27. Stay in touch Find more useful tips at: www.slideshare.net/HelenMcI2 www.scribd.com/HelenMcI Connect with me at: uk.linkedin.com/in/helenmcinnes @HelenMcI Thanks for your time… 27
  28. 28. Inspiration Seeing is believing Why images & infographics hold the key to high impact communications Credibility October 2013 Helen McInnes Timing
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