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Dr. Karen Freberg: Visual storytelling (2013)
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Dr. Karen Freberg: Visual storytelling (2013)



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  • 1. @kfreberg
  • 2. Introduction Karen Freberg, Ph.D. – University of Louisville Assistant Professor in Strategic Communication Blog: Email: @kfreberg
  • 3. WHAT IS VISUAL STORYTELLING? Stories that are captured, created, & shared to reveal insights about an individual or brand visually. • Specific tools and platforms are used along with strategic, personalized, and targeted key messages to present information for others to help understand the storyline. LOUISVILLE.EDU
  • 4. WHY VISUAL STORYTELLING? • Provides a window into a company culture in which words don’t do it justice. • Captures eye-witness feature of new media & engagement w/ audiences that are visual focused. • Photos and videos are considered “social currency” • Opportunity to extend existing relationships. • Written content is still key for success in PR – however, visuals help illustrate these points to gain further understanding. LOUISVILLE.EDU
  • 5. • Characteristics • Characteristics• Best Practices • Best Practices• Tools • Tools Mobile Infographics Apps• Tools (Ptch, & • Characteristics Vine) • Tools• Additional resources
  • 6. • Back behind the scenes showcasing employees and others who represent the frontline for the brand• New ways of viewing products beyond stores and websites• Generating a conversation and feedback from audiences • Visual or projective focus group technique to test new features, products, or even promotions • Behind the scenes, exclusive view of products and services, and window into culture at brand LOUISVILLE.EDU
  • 7. • Sharing pins and images related to vision, mission, and culture of company and brand .• Visuals for inspiration on how to use products and for additional resources (ex. infographics)• Showcase history and presence in the industry• Show concepts related to products and services offered• Boards dedicated to video content (ex. how-to videos, interviews with key personnel at brand and consumers). LOUISVILLE.EDU
  • 8. – Balance of professional / personal interests– Virtual pinboard for resume building Personal– Sharing experiences and stories (about me) + information useful for social ecosystems (videos + infographics)
  • 9. INFOGRAPHICS • Good way to present data in a visual manner • Information is easy to comprehend • Socially shareable • Provides new knowledge • Good infographics • Are timely and relevant • Focus on the ideas, not software • Provide additional resources of information • Present facts, statistics, and references LOUISVILLE.EDU
  • 10. Infographics present visual representations of: Data & ResearchInformation Knowledge LOUISVILLE.EDU
  • 11. • App founded and supported by DreamWorks• App that allows you to use photos and videos to share experiences• Edit photo and video style• Add music• 60 seconds max LOUISVILLE.EDU
  • 12. • Creating stories from athletic event activities• Mini visual “elevator speech” from photos and video• International travel experiences abroad from conferences (Italy)• Sharing personal interests (ex. cooking) LOUISVILLE.EDU
  • 13. • New video sharing app from Twitter• Captures and loops videos (total of six seconds)• Ways PR can use this for visual storytelling • Animation of creating logos for brands (ex. GE) • Visual demonstrations • Behind the scenes at events & interviews • Personalized visual tours (NBC News) • Showcasing interaction & personality of products (ex. Red Vines) • Capturing corporate internal culture LOUISVILLE.EDU
  • 14. Best Practices • Collect data & facts (visuals and other photos) that will help communicate backstory of your company and brand • Defining the reputation or character of your brand both in text and visuals. • Demonstrate expertise & culture visually about products and services • Determining the stories of the people behind the brand. • Align company or brand’s story to their external and internal environment. LOUISVILLE.EDU
  • 15. Best Practices• Be honest and transparent with your stories. Individuals, agencies, and brands need to know what are their stories before they share them.• Focus on strategy in crafting stories with a set direction in mind.• Push / Pull message mentality with visuals – meaning and purpose key• Acceptance of stories comes from the reaction from the customer in experiencing and being part of the story LOUISVILLE.EDU
  • 16. Resources• Pinterest • Instagram – KISSMetrics 103 Resources for – Pinterest – – Pinfluencer (looking at influence – Instagram for Business on Pinterest) • BlitzMetrics – Viral Heat (analytics for SM & (data metrics & analytics) Pinterest) • Other Mobile Apps• Infographics – Ptch (photos+video) – Info.gram – Tout (video) – Piktochart – Digisocial – (photos+video+voice) – – InstaFollow (iOS app for – Daily Trekk Instagram) (100+tools for Infographics) LOUISVILLE.EDU
  • 17. RESOURCES• Brands (infographics) – JESS3 – KISSmetrics – Eloqua – Edelman Digital• Websites – eConsultancy Pinterest Guide – Simply Zesty Guide for Pinterest – How to create a promotional infographic – Ptch (how to create a ptch) LOUISVILLE.EDU