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Marketing without words:

Going from a social brand to a social business
!
March 2014
@curalate
Deb Berman
!
SVP Brand Strategy
!
@debmberman
Smarter marketing through imagery
(and more…)
Social Engagement UGC AdvertisingOptimization
400 brands
!
50% of the
top-50 US
Retailers
!
Adoption by Auto,
CPG, Luxury,
Publishing
About Curalate
We’ve
Come full
circle
once again
We’re
communicating
with images
TL;DR
1,000,000,000+
(Images shared daily - Major social networks)
Images are the new unit of social engagement
Consumers want
“snackable”
content
!
!
Images are
consumers’
favored snack
Images
drive
emotions
Emotions
drive
reactions
The result? images drive awareness, engagement, Affinity, and revenue
Visual
communications are
specific but not
easily searchable.
Love it!
Brands Fans
Images come from two sources
aspiration celebration
reflect the customer journey
What you’re pushing
to your fans
What your fans
Actually care about
Don’t just listen. Observe.
Brands
Understanding images can give us great
insight into consumer desire
Products
It’s all in the details
Images go where your consumer goes
What are consumers telling us?
what are brands Learning?
How are fans Thinking about our products?
How are fans thinking about our products?
How Do fans want to see our products?
Built a community on
Pinterest
!
Asked for product
suggestions
!
Became a best seller
Smarter Merchandising
Merchandising emails

based on social signals
Email optimization
Showcasing Products
Introducing a new camera
!
Teach a photography course
on Instagram
!
Show photos from camera
Thinking Natively
rewarding followers
user generated content
Thanks!
Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business - BDI 4/10 Visual Content M...
Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business - BDI 4/10 Visual Content M...
Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business - BDI 4/10 Visual Content M...
Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business - BDI 4/10 Visual Content M...
Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business - BDI 4/10 Visual Content M...
Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business - BDI 4/10 Visual Content M...
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Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business - BDI 4/10 Visual Content Marketing & Communications Summit

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Presentation: Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business
Presented by: Deb Berman, SVP Brand Strategy, Curalate
The sheer volume of images generated on social media proves that they are now core to the social experience. With consumers generating billions of images each week, it’s clear they would rather communicate with visuals to describe the things they covet or collect (a la Pinterest) and their lives in action (a la Instagram). How can a digital marketer find success in this new world of marketing without words that focuses so heavily on content, relevance, and life? Furthermore, how can your brand leverage data around social engagements to inform broader company objectives? Join us as we discuss this profound shift in consumer behavior, highlighting its impact on brands, and real-life examples to illustrate how data can help you grow beyond a social brand, and into a social business.

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Transcript of "Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business - BDI 4/10 Visual Content Marketing & Communications Summit"

  1. 1. Marketing without words:
 Going from a social brand to a social business ! March 2014 @curalate
  2. 2. Deb Berman ! SVP Brand Strategy ! @debmberman
  3. 3. Smarter marketing through imagery
  4. 4. (and more…) Social Engagement UGC AdvertisingOptimization
  5. 5. 400 brands ! 50% of the top-50 US Retailers ! Adoption by Auto, CPG, Luxury, Publishing About Curalate
  6. 6. We’ve Come full circle once again We’re communicating with images
  7. 7. TL;DR
  8. 8. 1,000,000,000+ (Images shared daily - Major social networks) Images are the new unit of social engagement
  9. 9. Consumers want “snackable” content ! ! Images are consumers’ favored snack
  10. 10. Images drive emotions Emotions drive reactions The result? images drive awareness, engagement, Affinity, and revenue
  11. 11. Visual communications are specific but not easily searchable. Love it!
  12. 12. Brands Fans Images come from two sources
  13. 13. aspiration celebration reflect the customer journey
  14. 14. What you’re pushing to your fans What your fans Actually care about Don’t just listen. Observe.
  15. 15. Brands Understanding images can give us great insight into consumer desire Products
  16. 16. It’s all in the details
  17. 17. Images go where your consumer goes
  18. 18. What are consumers telling us?
  19. 19. what are brands Learning?
  20. 20. How are fans Thinking about our products?
  21. 21. How are fans thinking about our products?
  22. 22. How Do fans want to see our products?
  23. 23. Built a community on Pinterest ! Asked for product suggestions ! Became a best seller Smarter Merchandising
  24. 24. Merchandising emails
 based on social signals Email optimization
  25. 25. Showcasing Products
  26. 26. Introducing a new camera ! Teach a photography course on Instagram ! Show photos from camera Thinking Natively
  27. 27. rewarding followers
  28. 28. user generated content
  29. 29. Thanks!

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