Hi, my name is Filiz Efe and my presentation topic is visual communication. First, I want to draw an outline of what I mean with the term.
Visual communication is the communication of ideas through the visual display of information or in other words, it is creating meaning with visuals. Words are a wonderful form of communication, but a s you can see in these images , creating meaning is not limited to words . Well, also it doesn’t mean that one is more important than the other . Information designer Tom Wujec has a talk on TED.com. He is an innovative practitioner of business visualization. He successfully defines creating meaning with visuals: So, for example, when you look at this image, you make meaning by seeing, by an act of visual interrogation. As visual communicators we use some techniques to create meanings: First, we use images to clarify what we're trying to communicate. Secondly we make those images interactive so that we engage more. And the third is to augment memory by creating a visual persistence . These are techniques that can be used to be -- that can be applied in a wide range of problem solving. So, visual communication is all about creating meanings and making ideas clear, interactive and persistent by visualizing them.
But the most powerful, meaningful and culturally important messages are those that combine words and images. That’s why I am interested in this field as a communicator.
Since the widespread use of Gutenberg's printing press, there has always been the cultural assumption that information is best communicated through written formats. but since the invention of the computer and desktop publishing, the role of visual messages in the communication process is expanding.
Visual communication is a multi-disciplinary field. It encompasses photography, video, cinema, TV, multi-media, animation, graphic design, illustration, typography, drawing, visual arts, advertising and other forms of visual creative industries. So, when I say visual communication sector, I mean a broad field where all sorts of imagery is created and/or distributed for business purposes.
I am particularly interested in this sector on Twitter because: First, I am a visual communicator and content creator Second, Twitter is a text-based social media platform which makes it interesting to analyze the representation of visual communicators’ on Twitter 1- How do visual communicators represent their brands or organizations on Twitter? (profile pages) 2- How do they manage their conversation on a text-based platform? (tools, links) 3- What is their tone of voice on Twitter? (tweet analysis)
I used various tools to pick my profiles for analysis: 1- I searched specific brand names on Twitter People Search 2- I used Twitter Keyword Search (visual, communication, photography, creative, design, image…) 3- Twitter Directories (WeFollow & TrackingTwitter) 4- I Googled these keywords 5- I ised Google Finance in searching specific brands and their competitors) 6- Last but not least I searched my own social network, related individuals and their following lists I’ve noticed that many corporate visual communication brands are not existing on Twitter yet. Some of the well known brands and organizations have been using Twitter but most of them are not paying attention to their profile descriptions and keywords, which make them invisible during search. Also, visual communication as a sector is not classified on Twitter directories yet. In WeFollow there is only one representative of “photography” category. These profiles do not reach millions of followers, so for the time being visual communication might be called as a niche category on Twitter.
I’ve selected three profiles from ten for analysis. @CreativeReview is a UK based, medium-scale online and print visual communication magazine @KodakCB is a big-scale corporation @lilipip is a start-up or a small-scale animation company. My profile analysis shows that Twitter is used mostly for marketing and PR purposes, brand awareness and reputation management in visual communication field. @sonypictures (motion pictures) @students (visual communication organization) @NatGeoSociety (visual communication magazine) @NatGeoChannel (visual communication TV) @GettyImagesEdit (photography, illustation, motion imagery) @GettyImages (photography, illustation, motion imagery) @MTV (TV) @MTV_Music (TV) @mtvuk (TV)
Creative Review is a visual communication magazine based in UK.
The competitors of Kodak is not actively taking place on twitter yet. Although Sony Pictures is not the direct competitor, it is relevant to compare two global visual communication brands and how they interact with their communities.
Their visual representations are not showing off and they don’t use any specific tool to integrate visuals But the Common success factors of these three best practices are: First, they are conversational Second, They give the transparent feeling in their communication Third, they respond quickly and appropriately and last they are using the channel efficiently
Visual Communication on Twitter
Visual Communication by Filiz Efe
Visual communication is the conveyance of ideas through the visual display of information.
verbal vs. visual why this sector? 2- How do they manage their conversation on a text-based platform? (tools, links) 3- What is their tone of voice on Twitter? (tweet analysis) 1- How do visual communicators represent their brands or organizations on Twitter? (profile pages)
case study 1 : @CreativeReview Following: 6,367 Follower: 13,324 Tweets: 818 since 23 Feb 2009
case study 2 : @KodakCB Following: 9,840 Follower: 10,013 Tweets: 3004 since 29 Apr 2008
Case study 3 : @Lilipip Following: 3,169 Follower: 2,892 Tweets: 2,665 since 13 May 2008
common factors (interview analysis) @CreativeReview @KodakCB @Lilipip WHY started Twitter? To promote blog To build 1:1 communication To promote blog Other Social Media facebook, Flickr, YouTube , MySpace, NotCot facebook, Flickr, YouTube Facebook, Vimeo, YouTube , Biznik, LinkedIn WHY to follow? <ul><li>-good source for sector news </li></ul><ul><li>Interesting RTs </li></ul><ul><li>Customer Service & Subscriptions </li></ul><ul><li>-good source for sector news </li></ul><ul><li>Promotional surprises </li></ul><ul><li>Customer Service </li></ul>-good source for sector news WHO do they follow? Anyone relevant to the sector (unless it’s a robot) Anyone who follows them (unless it’s inappropriate) Anyone who has something worth while to say(unless it’s a robot)
common factors (Interview Analysis) @CreativeReview @KodakCB @Lilipip Identity Representation More brand, less personal tweets Personal tone in corporate communication Less brand, more personal tweets Auto-Tweets NO NO NO Success Measure qualitative qualitative qualitative Favorite @zappos @zappos
conversational tone (tweet analysis) * 100 Tweets/profile
credits <ul><li>Filiz Efe @filizefe – firstname.lastname@example.org </li></ul><ul><li>Image Credit: Slide Visual Communication : Images With Messages by lwtclearningcommons , http://www.flickr.com/photos/26323050@N02/3443305164/sizes/o/ </li></ul><ul><li>Image Credit: Slide Drink. by Jason Permenter http://www.flickr.com/photos/volcanologist/2859115624/in/photostream/ </li></ul><ul><li>Image Credit: Slide See No Evil.Hear No Evil.Speak No Evil by amy-wong.com http://www.flickr.com/photos/siutou_amy/2605416146/ </li></ul><ul><li>Image Credit: Slide Benetton ads by iladymarley http://i727.photobucket.com/albums/ww274/iladymarley/charity%20inspiration/benetton.jpg </li></ul><ul><li>Image Credit: Slide Benetton ads by Oliviero Toscani http://www.olivierotoscanistudio.com/ </li></ul><ul><li>Image Credit: Slide Benetton Soldier Ads by Oliviero Toscani http://www.olivierotoscanistudio.com </li></ul><ul><li>References </li></ul><ul><li>The History of Visual Communication http://www.citrinitas.com/history_of_viscom/ </li></ul><ul><li>Wikipedia http://en.wikipedia.org/wiki/Visual_communication </li></ul><ul><li>Visual communication: images with messages By Paul Martin Lester http://books.google.com/books?id=6oibH9roTmkC&dq=images+with+messages&printsec=frontcover&source=bn&hl=en&ei=nWiLSqq8N4KIswOHz4TVDQ&sa=X&oi=book_result&ct=result&resnum=8# </li></ul><ul><li>Creative Commons License: share-and-share alike; non-commercial </li></ul><ul><li>http://uwtwitterbook.com/about/2009-presentations </li></ul>