Image is Everything: Visual Communication and the Social Media Workflow

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As images gain more importance in the social media landscape, it can be tough for publishers (aka everyone) to keep up. In this session, we’ll take a look at ways non-visual professionals can approach this new challenge, and in the process help to break down silos and change the way we think about content creation from the start.

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  • Given the stock agency contracts, I don't want stock images on editor desktops. 
  • Don’t know what people are doing, which is scary
  • Don’t know what people are doing, which is scary
  • Don’t know what people are doing, which is scary
  • Editors at events – building stores of images to use
  • Editors at events – building stores of images to use
  • Image is Everything: Visual Communication and the Social Media Workflow

    1. 1. Image is Everything: Visual Communication and the Social Media Workflow Ben Rubenstein @Ben_Rubenstein #LavaCon @LavaCon
    2. 2. About me  Senior Manager, Social Media & Online Community at TechTarget  Past:  Not a visual mastermind @Ben_Rubenstein #LavaCon @LavaCon
    3. 3. The big picture  Content has changed – so has the way we produce, promote + consume it  Challenges abound – technical, procedural + philosophical Via flickr/aranarth  Communication solves a lot @Ben_Rubenstein #LavaCon @LavaCon
    4. 4. Content: Perception @Ben_Rubenstein #LavaCon @LavaCon
    5. 5. Content: Reality @Ben_Rubenstein #LavaCon @LavaCon
    6. 6. Social media: Then @Ben_Rubenstein #LavaCon @LavaCon
    7. 7. Social media: Then @Ben_Rubenstein #LavaCon @LavaCon
    8. 8. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
    9. 9. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
    10. 10. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
    11. 11. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
    12. 12. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
    13. 13. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
    14. 14. Why you should care  90% of information transmitted to the brain is visual (3M/Zabisco)  70% of all Facebook activities revolve around photos (Harvard Business Review)  Social media posts with images: 47% increase in engagement (Curata) TL,DR: Visual content is easy to share, easy to remember @Ben_Rubenstein #LavaCon @LavaCon
    15. 15. Our challenge @Ben_Rubenstein #LavaCon @LavaCon
    16. 16. We’ve tried our best @Ben_Rubenstein #LavaCon @LavaCon
    17. 17. But it’s hard… @Ben_Rubenstein #LavaCon @LavaCon
    18. 18. Our social strategy  100+ sites = 300+ social presences  Content planning and scheduling (repositories)  Best practices training + documentation  Engagement + feedback  Efficiency tools @Ben_Rubenstein #LavaCon @LavaCon
    19. 19. Our first test: Profile creation + updating @Ben_Rubenstein #LavaCon @LavaCon
    20. 20. We’re asking a lot of our staff @ben_rubenstein #LavaCon @LavaCon
    21. 21. People want to do the right thing, but…  Lack of experience  Lack of time  Technical roadblocks  New tools, new rules Writing SEO Events Editing Podcasts Videos @Ben_Rubenstein #LavaCon @LavaCon
    22. 22. So we end up with images that are… Misleading (and ugly) @Ben_Rubenstein #LavaCon @LavaCon
    23. 23. So we end up with images that are… Legally questionable (and often ugly) @Ben_Rubenstein #LavaCon @LavaCon
    24. 24. So we end up with images that are… Just plain fugly @Ben_Rubenstein #LavaCon @LavaCon
    25. 25. Retraining needed Visual communication is hard, just like writing is hard @Ben_Rubenstein #LavaCon @LavaCon
    26. 26. New image guidelines needed • Protect the company • Build and maintain reader trust • Communicate content well • Grab reader attention @ben_rubenstein #LavaCon @LavaCon
    27. 27. Solution 1: Simplify the process Before After  House-created images have standard naming convention, easier to find/distribute  Empower editors to find their own images in advance or request appropriate versions @Ben_Rubenstein #LavaCon @LavaCon
    28. 28. Solution 2: Clarify the options  Use only:   Original content  Company-approved images   Images from our articles Topic-specific icons Single point of contact  Reduces risk  Increases communication @Ben_Rubenstein #LavaCon @LavaCon
    29. 29. Solution 3: Change the mindset (great, more here)  Think about images and social media as you’re creating content  What will you need?  How will you get it? @ben_rubenstein #LavaCon @LavaCon
    30. 30. Solution 3: Change the mindset @ben_rubenstein #LavaCon @LavaCon
    31. 31. Promising outlook  More appropriate social images  Promotion plans starting earlier  Increase in FB engagement  Social sharing functions under review (metadata/microdata)  New, image-heavy site designs @Ben_Rubenstein #LavaCon @LavaCon
    32. 32. What we’ve learned Stockpile original content via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
    33. 33. What we’ve learned Metadata matters via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
    34. 34. What we’ve learned Constraints are good via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
    35. 35. What we’ve learned Define roles, but recognize the blurred lines between them What rhymes with “fugly”? via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
    36. 36. What we’ve learned We’re all in this together via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
    37. 37. What we haven’t learned: How to draw @Ben_Rubenstein #LavaCon @LavaCon
    38. 38. Thank you  http://www.benrubenstein.net  linkedin.com/benrubenstein  @ben_rubenstein @Ben_Rubenstein #LavaCon @LavaCon

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