The rise of social photography

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Opening address at the recent Kentico Connect Sydney conference on the growth in user-generated images in social media — how fast is it growing, what drives it, and how should marketers respond in a medium where most of the battle for share of voice is with consumers, not other brands

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The rise of social photography

  1. 1. The rise of social photography Alan Jones alan@thenewagency.com.au
  2. 2. Older than I look Who the hell am I?
  3. 3. What do I know? • • • • • • Tech journalist, media relations Microsoft product guy Yahoo! product guy Bluepulse - Silicon Valley, 3M users, $10M VC Pollenizer, Startmate, BlackbirdVC Chromasun, TrainerPlatform, BugHerd, OtherLevels, Script Rock, Bugcrowd • The New Agency
  4. 4. Each age has a dominant medium
  5. 5. But there’s always been a lot of new images “Photos make the world go round” - Marissa Mayer, Yahoo!
  6. 6. 34 billion photos used in Australian print media in 2012 Source: The Photo Diner 2012
  7. 7. Social media drives imaging
  8. 8. And this is why
  9. 9. What did the smartphone achieve? • • • • • ‘Good enough’ cameras you’re always carrying Connected to free photo sharing Filters and editing Simple to share Fun to find new friends
  10. 10. How popular is sharing? • 56% of Internet users identify as either a content creator or curator • 32% identify as both creator and curator Pew Internet Report 2012
  11. 11. Massive growth in online photos
  12. 12. Why is photo sharing so addictive? • • • • We’re a herd species How we express belonging How we express status Experiencing self vs remembering self
  13. 13. Photo sharing helps us re-experience the every day “The voyage of discovery is not in seeking new landscapes but in having new eyes.” -Marcel Proust
  14. 14. As a result • 47% of adult Americans share photos or videos they’ve found elsewhere online – (Up from 41% last year) • 54% of adult Americans have posted original photos or videos – (up from 46% last year). Source: “Photo and Video Sharing Grow Online,” Pew Internet (Oct. 28, 2013)
  15. 15. On Facebook, images rule engagement
  16. 16. Snapchat puts Instagram and Facebook to shame • Founded 2011 • Immediate, temporary images to/from smartphones • On 9% of US phones (Pew Internet Sep 13)
  17. 17. Millions Snapchat images 400 350 300 250 200 150 100 50 - Snapchat images
  18. 18. HOW SHOULD MARKETERS RESPOND?
  19. 19. Appeal to the curators • Curators are more likely to be female, and young adult Do you take or share images or videos? Men 9.66% Women 11.08% 18-29 45.00% 30-49 18.75% 50-64 13.53% Source: Pew Internet Report 2012
  20. 20. How do we appeal to young female curators?
  21. 21. Frequency is more important than quality • Streams will always bias towards recent content
  22. 22. Celebrate the everyday
  23. 23. Encourage synaptic play http://omgcatsinspace.tumblr.com
  24. 24. Rediscover the familiar
  25. 25. Create happiness that can be shared
  26. 26. Use narratives • • • • • Have a beginning and an end Engage our emotions and senses Teach us lessons about the world Connect the teller and the audience Engage memory and create retention
  27. 27. Always post with an image • On Facebook and Twitter – Posts with a picture get more than TWICE the engagement of a text post • On Instagram, Snapchat and Pinterest – The image is the post
  28. 28. Stop thinking in campaigns
  29. 29. Evian live young
  30. 30. Startbucks on Instagram
  31. 31. Conclusions • Social media and smartphones change audiences into creators/curators • Driven by: – – – – Zero cost of image production and sharing for consumers Brand advertisers subsidising image hosting and sharing The ‘best camera’ is in the pockets of millions If you can’t create, you can always share • Always use images
  32. 32. Train creatives to use the new media http://www.flickr.com/photos/jeremywilburn/
  33. 33. Resources • • • • • Pew Internet “Photos and Videos as Social Currency Online” Sept 2012 – http://bit.ly/199OnYj Facebook engagement: text, links, photos or videos? – http://bit.ly/17Vy85r Creators, curators, Instagram and Snapchat – Pew Internet Report – http://bit.ly/HKacI7 This is you on smiles – Medium – http://bit.ly/1hXDfWm Daniel Kahneman – TED Talks - The riddle of experience vs memory – http://bit.ly/17gphau Alan Jones @bigyahu http://about.me/alanjones
  34. 34. Rediscover the familiar

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