The Visual Effect: A Porthole into your Community
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A rapid rise of photo-centric social networks proves a noticeable trend in the visual web. With the continued evolution of the smart phone camera, beautiful, timely imagery is a demanding force in ...

A rapid rise of photo-centric social networks proves a noticeable trend in the visual web. With the continued evolution of the smart phone camera, beautiful, timely imagery is a demanding force in immediate communication. With Instagram, Pinterest and Video, the visual web offers valuable platforms to connect our communities with current happenings. But why does it matter to schools? Madeline Riley, of edSocialMedia, explores ideas on how to tap into the momentum of the web’s latest trend.

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The Visual Effect: A Porthole into your Community Presentation Transcript

  • 1. THE VISUAL EFFECT: A PORTHOLE INTO YOUR COMMUNITY The importance of visual content in an era of white noiseMonday, November 5, 12 1remember theshow me state:Madeline Rileyedsocialmediacommunity manager
  • 2. THE SHOW ME STATEMonday, November 5, 12 2I’d like to set a little back story before we get into what people are doing. First and foremost, I’d like to tell you where I came from.... and it probably won’t take long for many of your to figure out the state, but who can guess which state this is? Well in Missouri, we have a little slogan thatseems to be engrained in us at birth, and that’s the good ole’ idea of the Show Me State. So what’s that mean? It means I won’t believe you until you show me. I have a thriving arts program where our students flourish in charcoals and acrylics? Show me. I don’t believe you. We have avery engaging alumni community where 90% of our alums give back to the community? Show me; I won’t believe it until I see it. And we can go on and on. but the idea here is that you keep this little motto in the back of your head as you begin to craft more content for you school, andyou’ll start to see a remarkable difference in the way folks interact and engage.Photo: http://www.google.com/imgres?um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&authuser=0&biw=1280&bih=555&tbm=isch&tbnid=sjyumRU0Mrg6KM:&imgrefurl=http://eyecandydecals.com/index.php%3Fmain_page%3Dproduct_info%26products_id%3D980&docid=rmHiB86PUmbRjM&imgurl=http://eyecandydecals.com/images/MO5.png&w=1350&h=1163&ei=DdKXUJCnEeS00QHI34CoBQ&zoom=1&iact=hc&vpx=1007&vpy=114&dur=537&hovh=196&hovw=227&tx=169&ty=106&sig=116844056001646752868&page=2&tbnh=143&tbnw=166&start=12&ndsp=26&ved=1t:429,r:17,s:0,i:137
  • 3. THE SHIFTMonday, November 5, 12 3Have many of you have noticed the emphasis on pictures in your everyday life?
  • 4. OUT WITH THE OLDMonday, November 5, 12 4statigr.am
  • 5. IN WITH THE NEW THE USER BASE As#of#September#2012,!85%! of!American!adults! have!a!cell!phone! and#45%!have!a! smartphone.#As#of# early#2012,#58%#have#a# desktop#computer,#61%#have#a# laptop,#18%#own#an#eAbook# reader,#and#18%#have#a#tablet# computer.#Monday, November 5, 12 5As of September 2012, 85% of American adults have a cell phone and 45% have a smartphone. As of early 2012, 58% have a desktop computer, 61% have a laptop, 18% own an e-book reader, and18% have a tablet computer. Visithttp://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspxPhoto: http://statigr.am/viewer.php#/detail/317814046061242332_203326800
  • 6. IN WITH THE NEW THE USER BASE It’s#not#uncommon#for#a#highA end#smartphone#camera# to!match!or!even! beat!the!quality!of#a# small!pocket!digital! camera.Monday, November 5, 12 6It’s not uncommon for a high-end smartphone camera to match or even beat the quality from a small pocket digital camera. This rapid improvement in quality has dovetailed with a broader trend ofsharing digital photography online — whether it’s through Facebook, Instagram, etc.http://mashable.com/2012/09/30/smartphone-camera-shootout/#91873A-Bus-In-MotionPhoto: http://mashable.com/2012/09/30/smartphone-camera-shootout/#91873A-Bus-In-Motion
  • 7. WHY THE VISUAL WEB MATTERS FACEBOOK is cornering the market of what we used to call Kodak moments. THEY ARE BECOMING FACEBOOK MOMENTS. As#ReadWriteWebs#Kevin#Kelleher#memorably#put# it#...#when#Facebook#bought#another#Visual#Web# startup,#face#recogniLon#company#Face.com:# "Facebook!is!cornering!the!market!of!what! we!used!to!call!Kodak!moments.!They!are! becoming!Facebook!moments."Monday, November 5, 12 7Face.com is a Tel Aviv-based technology company that developed a platform for efficient and accurate facial recognition in photos uploaded via web and mobile applications. Face.com apps andAPI services scan billions of photos monthly and tag faces in those photos, tying them directly to available social networking information. As of February, 2011, the company had “discovered” 18billion faces across its API and Facebook applications.[1]
  • 8. WHY THE VISUAL WEB MATTERS "Blogs!were!one!of!the!earliest!forms!of!social! networking!where!people!were!wriDng!1,000! words,"#says#Dr.#William#J.#Ward,#Social#Media# professor#at#Syracuse#University.#"When#we#moved#to# status#updates#on#Facebook,#our#posts#became# shorter.#Then#microAblogs#like#TwiTer#came#along#and# shortened#our#updates#to#140#characters.#NOW WE ARE EVEN SKIPPING WORDS ALTOGETHER# and!moving!towards!more!visual! communicaDon!with!socialHsharing!sites!like! Pinterest."!Monday, November 5, 12 8http://www.fastcompany.com/3000794/rise-visual-social-media
  • 9. CAN YOU PUT THAT ON FACEBOOK?Monday, November 5, 12 9Photo:http://www.google.com/imgres?um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&channel=fflb&authuser=0&biw=1280&bih=555&tbm=isch&tbnid=8GIf5RhG5osQSM:&imgrefurl=https://www.facebook.com/mobile/camera&docid=VwQVtQ4RR6sKCM&imgurl=https://s-static.ak.facebook.com/rsrc.php/v1/y3/r/kwgou-FtP8s.jpg&w=212&h=212&ei=BteXULvtMtS20AHc1YGYCA&zoom=1&iact=hc&vpx=135&vpy=111&dur=2788&hovh=169&hovw=169&tx=94&ty=76&sig=116844056001646752868&page=1&tbnh=159&tbnw=159&start=0&ndsp=10&ved=1t:429,r:5,s:0,i:150
  • 10. VISUAL CONTENT /DRIVES ENGAGEMENT VISUAL PROCESSING INCREASED RESPONSE INCREASED ENGAGEMENT 90%#of#informaLon#transmiTed# 40%#of#people#will#respond#beTer# Just#one#month#aZer#the# to#the#brain#is#visual,#and#visuals# to#visual#informaLon#than#plain# introducLon#of#Facebook# are#processed#60,000X#faster#in# text.#(Source:#Zabisco) Lmeline,#visual#content#AA#photos# the#brain#than#text.#(Sources:#3M# and#videos#AA#saw#a#65%#increase# CorporaLon#and#Zabisco) in#engagement.#(Source:#Simply# Measured) PHOTOS PERFORM BEST VIDEOS ARE KING INFOGRAPHICS ROCK On#Facebook,#photos#perform# A/#Viewers#spend#100%#more# Publishers#who#use#infographics# best#for#likes,#comments,#and# Lme#on#pages#with#videos#on# grow#in#traffic#an#average#of#12%# shares#as#compared#to#text,# them.#(Source:#MarkeLngSherpa).# more#than#those#who#dont.# video,#and#links.#(Source:#Dan# B/Posts#with#videos#aTract#3x# (Source:#AnsonAlex) Zarrella) more#inbound#links#than#plain# text#posts.#(Source:#SEOmoz)#Monday, November 5, 12 10http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx
  • 11. THE PORTHOLE TO YOUR COMMUNITYMonday, November 5, 12 11It also affords below-deck occupants a limited, but often much-needed view to the outside world.photo: http://jrfoley.com/porthole2.jpg
  • 12. TIME WELL SPENT FACEBOOK PINTEREST The!biggest!social!network!allows! The!online!photo!scrapbooking!site,! us!to!create!a!human!connec4on!to! is!now!the!No.!3!social!network!in! our!ins4tu4ons,!which!allows!us!to! the!country!for!total!visits,!and! emote!loyalty!and!allegiance!in!a! videos!and!infographics!are! way!that!words!can’t. peppering!blogs!everywhere. INSTAGRAM BLOGGING Instagram,!the!mobile!app!that! One!of!our!oldest!forms!of!social! allows!users!to!take!photos,!add! media!s4ll!holds!water!in!this!visual! filters,!and!share!them!with!their! evolu4on.!Through!other!networks,! social!networks,!has!grown!to!more! we!can!centralize!our!content!on! than!40!million!users!in!the!iPhone! our!school!blogs,!emphasizing! and!Android!markets!since!launching! illustra4ons. in!October!2010.Monday, November 5, 12 12they show what is going on behind the scenes with real employees and customers. This creates a human connection that helps translate the brand experience, and promote brandloyalty between companies and consumers that cant be achieved through words alone.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/32255/Why-Marketers-Should-Invest-in-Visual-Content-Creation.aspx#ixzz2BMrUMLC6http://www.usnews.com/education/best-colleges/articles/2012/06/07/3-ways-colleges-use-instagram
  • 13. FACEBOOK WHERE IT STANDS User!base One#billion#monthly#acLve#users#as#of# October#2012. CrossHuse!increases!user!base Approximately#81%#of#our#monthly#acLve# users#are#outside#the#U.S.#and#Canada. 552#million#daily#acLve#users#on#average# in#June#2012.# 600#million#monthly#acLve#users#who# used#Facebook#mobile#products#in# September#2012.Monday, November 5, 12 13http://econsultancy.com/us/blog/11026-brand-adoption-of-instagram-continues-to-grow-rapidly-report
  • 14. VISUAL CONTENT /FACEBOOK SHOW, DON’T TELL Just#one#month#aZer#the# introducLon#of#Facebook# Lmeline,#visual#content#AA# photos#and#videos#AA#saw#a# 65%#increase#in#engagement. //#On#Facebook,#photos#perform# best#for#likes,#comments,#and# shares#as#compared#to#text,# video,#and#links.#(Source:#Dan# Zarrella)Monday, November 5, 12 14Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?
  • 15. VISUAL CONTENT /FACEBOOK SHOW, DON’T TELL Just#one#month#aZer#the# introducLon#of#Facebook# Lmeline,#visual#content#AA# photos#and#videos#AA#saw#a# 65%#increase#in#engagement. //#On#Facebook,#photos#perform# best#for#likes,#comments,#and# shares#as#compared#to#text,# video,#and#links.#(Source:#Dan# Zarrella)Monday, November 5, 12 14Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?
  • 16. VISUAL CONTENT /FACEBOOK SHOW, DON’T TELL Just#one#month#aZer#the# introducLon#of#Facebook# Lmeline,#visual#content#AA# photos#and#videos#AA#saw#a# 65%#increase#in#engagement. //#On#Facebook,#photos#perform# best#for#likes,#comments,#and# shares#as#compared#to#text,# video,#and#links.#(Source:#Dan# Zarrella)Monday, November 5, 12 14Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?
  • 17. VISUAL CONTENT /FACEBOOK SHOW, DON’T TELL Just#one#month#aZer#the# introducLon#of#Facebook# Lmeline,#visual#content#AA# photos#and#videos#AA#saw#a# 65%#increase#in#engagement. //#On#Facebook,#photos#perform# best#for#likes,#comments,#and# shares#as#compared#to#text,# video,#and#links.#(Source:#Dan# Zarrella)Monday, November 5, 12 14Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?
  • 18. INSTAGRAM WHERE IT STANDS User!base Today,#Instagram#boasts#more#than#100m# registered#users#and#more#than#11m#daily# acLve#users. CrossHuse!increases!user!base As#Simply#Measured#points#out,#Instagram# users#can#now#automaLcally#add#likes#on# Instagram#to#their#Facebook#Lmelines,# and#as#the#firm#observed,#"more#than#90%# of#Instagram#photos#posted#by#brands# were#also#posted#to#Facebook."Monday, November 5, 12 15http://econsultancy.com/us/blog/11026-brand-adoption-of-instagram-continues-to-grow-rapidly-report
  • 19. VISUAL CONTENT /INSTAGRAM INCREASED ENGAGEMENT To#celebrate#the#founder#of# Instagram,#Kevin#Systrom#MX02,# the#Middlesex#Alumni#Office#has# challenged#students,#faculty,#and# staff#to#submit#images#using# Instagram#of#what#they#believe# makes#Middlesex#special.#76# images#were#submiTed#and#now# the#voLng#begins!#Please#"like"# the#images#that#you#think#are#the# best#to#help#us#decide#a#winner# by#Friday.Monday, November 5, 12 16Middlesex also promoted this on their website and ended up with 76 submissions and 1197 “likes”/votes total. Source: http://www.evertrue.com/blog/2012/05/24/instacampus-the-mx-instagram-challenge/#.UJfrvIV9lFs
  • 20. VISUAL CONTENT /INSTAGRAM INCREASED ENGAGEMENT A#restaurant#in#Comodo#—# located#in#ManhaTan’s#SoHo# neighborhood#—#noLced#guests# were#repeatedly#snapping# pictures#of#their#entrees#and# uploading#them#to#Instagram,#it# decided#to#capitalize#on#the# trend.#The#restaurant#has# embraced#the#hashtag# #ComodoMenu#and#added#it#to# the#boTom#of#its#realAlife#menu,# encouraging#guests#to#add,#share# and#check#out#photos#of#food# offered#at#the#establishment.Monday, November 5, 12 17Same idea be applied to events at your schools?source: http://mashable.com/2012/10/16/instagram-menu/
  • 21. VISUAL CONTENT /INSTAGRAM INCREASED ENGAGEMENT A#restaurant#in#Comodo#—# located#in#ManhaTan’s#SoHo# neighborhood#—#noLced#guests# were#repeatedly#snapping# pictures#of#their#entrees#and# uploading#them#to#Instagram,#it# decided#to#capitalize#on#the# trend.#The#restaurant#has# embraced#the#hashtag# #ComodoMenu#and#added#it#to# the#boTom#of#its#realAlife#menu,# encouraging#guests#to#add,#share# and#check#out#photos#of#food# offered#at#the#establishment.Monday, November 5, 12 17Same idea be applied to events at your schools?source: http://mashable.com/2012/10/16/instagram-menu/
  • 22. VISUAL CONTENT /INSTAGRAM INCREASED ENGAGEMENT Take#Florida’s#graduaLon# ceremonies#for#example.#They# used#something#called#Instagrid# (also#out#there#is#StaLgr.am)# which#allows#you#to#curate#the# image#that#tagged#with#a#certain# phrase.#Monday, November 5, 12 18Same idea be applied to events at your schools?source: http://mashable.com/2012/10/16/instagram-menu/
  • 23. VISUAL CONTENT /INSTAGRAM INCREASED ENGAGEMENT Take#Florida’s#graduaLon# ceremonies#for#example.#They# used#something#called#Instagrid# (also#out#there#is#StaLgr.am)# which#allows#you#to#curate#the# image#that#tagged#with#a#certain# phrase.#Monday, November 5, 12 18Same idea be applied to events at your schools?source: http://mashable.com/2012/10/16/instagram-menu/
  • 24. PINTEREST WHERE IT STANDS User!base By#July#2012,#comScore#esLmated#the# total#users#in#the#United#States#totaled# 23.4#million. Dominated!by!women The#latest#figure#from#June#esLmates#that# as#many#as#79#percent#of#Pinterest#users# are#female.#For#the#record,#compeLtor# social#networks#TwiTer#and#Facebook#also# slightly#skew#in#favor#of#a#more#femaleA friendly#user#base.#62#percent#of#TwiTer# users#are#women#and#58#percent#of# Facebook#users#are#women.Monday, November 5, 12 19http://www.digitaltrends.com/social-media/pinterest-is-a-powerful-shopping-referral-tool/
  • 25. VISUAL CONTENT /PINTERESTMonday, November 5, 12 20http://pinterest.com/sewickley1838/class-of-2012-college-choices/
  • 26. VISUAL CONTENT /PINTERESTMonday, November 5, 12 20http://pinterest.com/sewickley1838/class-of-2012-college-choices/
  • 27. VISUAL CONTENT /PINTEREST INCREASED ENGAGEMENT To#illustrate#where#the#students# and#seniors#are#heading#next,# Sewickley#Academy#illustrated# their#graduaLng#class#through# Pinterest#photos#with#detailed# capLons.#ClickAthrough#to#a#page# on#their#website.#Monday, November 5, 12 20http://pinterest.com/sewickley1838/class-of-2012-college-choices/
  • 28. VISUAL CONTENT 40 introduction to business blogging introduction to business blogging 41 /BLOGGING 4 Formatting Is Your Friend In blogging, it is important to break up blocks of text into chunks. online reading is not like reading a physical book. the BEING PRETTY MATTERS online reader wants to be able to immediately scroll through content and scan subheaders, bold text, and even bullet points. For example, here is how we have applied bullet points and different font sizes to the same content in order to make it more visually appealing: If#you#don’t#make#it#look#good,# people#might#not#event#take# BEFORE: AFTER: the#Lme#to#read#the# Hubspot is an all-in-one marketing software that Hubspot is an all-in-one marketing software that helps beginning. helps your business get found online. It includes your business get found online. :( :) a suit of tools, such as keyword intelligence, It includes a suit of tools, such as: //#When#we’re#compeLng#for# blogging platform, email marketing, lead Keyword intelligence Lme,#quick#and#immediate,# more about Hubspot, start your 30-day free trial today. blogging platform Email marketing Lmely#informaLon#will#find#you# Lead management Analytics and more! the#most#success.# 30-day free Share This Ebook! trial today. Share This Ebook! www.Hubspot.com www.Hubspot.comMonday, November 5, 12 21Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?
  • 29. VISUAL CONTENT /BLOGGING INCLUDE A PHOTO WITH EVERY POINT The#best#way#for#someone#to# visualize#an#idea#is#to#see#it. //#IllustraLon#can#be#by#way#of# photos#to#supplement#an#idea#or# a#simple#infographic#to#explain# the#concept.#Monday, November 5, 12 22What’s the tone or the overall story of what you’re trying to say? Form your blog posts to display what you’re talking about.
  • 30. VISUAL CONTENT /BLOGGING INCLUDE A PHOTO WITH EVERY POINT The#best#way#for#someone#to# visualize#an#idea#is#to#see#it. //#IllustraLon#can#be#by#way#of# photos#to#supplement#an#idea#or# a#simple#infographic#to#explain# the#concept.#Monday, November 5, 12 22What’s the tone or the overall story of what you’re trying to say? Form your blog posts to display what you’re talking about.
  • 31. VISUAL CONTENT /THE EXTRAS CHANGING THE WAY WE VIEW Even#tools#such#as#Evernote,#AOL# mail#and#SpoLfy#are#taking#a# crack#at#amplifying#visual# content.##Monday, November 5, 12 23Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?
  • 32. SIDE/ BY / SIDE 66% OF ONLINE ADULTS USE Are!you!convinced? FACEBOOK. SomeLmes,#visual#content#lets#you#say# more#than#you#could#with#all#the#words#in# 12% OF ONLINE ADULTS SAY THEY USE the#dicLonary.# PINTEREST, WHICH IS DOMINATED BY WOMEN. NEARLY A FIFTH OF ONLINE WOMEN (19%) USE PINTEREST. 12% OF ONLINE ADULTS SAY THEY USE INSTAGRAM, WHICH IS DOMINATED BY YOUNG ADULTS. SOME 27% OF THE INTERNET USERS BETWEEN AGES 18-29 USE INSTAGRAM.Monday, November 5, 12 24http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspxRead more: http://blog.hubspot.com/blog/tabid/6307/bid/32255/Why-Marketers-Should-Invest-in-Visual-Content-Creation.aspx#ixzz2BNcRgnbt
  • 33. REMEMBER THE SHOW ME STATE: MADELINE RILEY EDSOCIALMEDIA COMMUNITY MANAGER madeline@edsocialmedia.com @madelinesen // @edsocialmediaMonday, November 5, 12 25
  • 34. P: //P EW IN IN TE TE R RN N ET ET H -S .O TT O RG P: C //B IA /C L- OM LO N G ET ME .H W N U O TAMonday, November 5, 12 SH B R R O SPO K Y U T IN /2 H LD . C G 01 TT -IN O -F 2 P: C /BM U /M LL A //R LU L EA D O -D RC TR D E- G ET H W VI /TA A /P H EN R SU B IL E TT D IT A ID/ .A W S- E L- 6 D C 3 SP - P: O .C F- O AT O 07 X A NT /B //W 20 M .A E ID 12 /20 SP N /3 W -T 12 X T-I 34 W H /0 E- 6 N 23 -Y / H O 19 W .SL VI /27 U -R SU /T R E TT EL ID -M A A OP A SO H C ES L- - W R N K S TT P: O H EB ET - H M A IN YO E G U //S - - TT P: //I TA -TO RE.N P: N TI -TH ET SOURCES //P ST IN A G / G R E-VISLEIG TE R .A R A H H ES M M UAL HGE TT TT .C -W O P: P: //B //B T. C O EB RG LO LO O M E/ G G / W .H .H M H UB Y- S 28 UB S / M 4 P A PO C 74/ O R T. O 6- T. K C N C C C ET OM TE R O O E / N R B N EA M/B T- T L TE S L M IV O /& INSPIRATION N -SH OG T- O /T O E G R -W /T C U A E- A A H R L B VI Y B EA D ID SU S- ID TT TI -IN /6 A TO /63 O V 30 P: N ES 7 L. -M 0 A A 7/B .A T /B SP K I //M SP -I ID X N-V /32 X E- D/ A IS 25 U 5/ A SH L- H IN AB TT P: H //P ST LE A .C TT EW P: G O IN IN //P R M TE TE A / R RN N E M 20 FE EW -M 1ET T -S .O B IN O RG C / R R T EN 2/1 EA U E IA C D L- OM A R U 0/1 M / N M O 6 R ET E E: RY N W NT / H O A ET TT /P . R R P: //B K Y EW O R IN /2 M LO G 01 C A G G -F 2 R RK .H U /M EA E U -IN / TI TE BS C LL A O R P TE O N S O -D RC .A -S T ET H SP H .C R MM X# OU OM IX LD /B N A /PE IL W ZZ -I LO .A - ET EN 2B NV G SP N ES /TA -M T X C T B R G -IN ID/ O R A N -V 6 B Y B IS 30 T VI UA 7/B IL /2 SU L ID A -CO /32 L E. 01 ID NT 255A 2 EN EN /WSP / TI T- H TY Y- X26