NEDMA14: 10 Types of Visuals to Boost Your Social Media Engagement - Bob Cargill


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Content may be king, but visuals rule. All the latest studies and statistics suggest that images on social media command more attention than text alone. If you want more likes, comments, shares, retweets, and clicks, you want to include pictures with your social media posts. You want to be more visual. Designed to help social media marketers increase their organization’s social media engagement levels, this presentation explains and demonstrates the power of the visual in social media posts.

By using these tactics, you will succeed in growing your company's number of Twitter connections and, consequently, increasing your organization's ability to reach more current and future customers in the social space.

This presentation was developed by Bob Cargill, Director of Social Media at Boston-based digital marketing agency, Overdrive Interactive. It was the first of three segments that comprised a panel discussion entitled "Social Media Strategies, Shortcuts and Secrets," given at NEDMA's Annual Conference on May 14, 2014.

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NEDMA14: 10 Types of Visuals to Boost Your Social Media Engagement - Bob Cargill

  1. 1. . 38 Everett St | Allston, Massachusetts 02134 | 617-254-5000 | 10 Types of Visuals to Boost Your Social Media Engagement May 14, 2014 Bob Cargill (@cargillcreative on Twitter) Director of Social Media Overdrive Interactive #NEDMA14
  2. 2. 2 . “Want to Boost Your Social Media Following? Get Visual” “Forget about 140 characters. Increasingly, photos and videos are driving customer engagement on social media. On Facebook's top brand pages, videos are shared 12 times more often than text and links, and photos receive twice as many likes as text updates. Meanwhile, Instagram is growing faster than Facebook did. And Pinterest now refers more traffic to outside websites than Twitter.” Source: “Want to Boost Your Social Media Following? Get Visual” by Ryan Underwood, Inc., with-visuals.html (from the November Issue of Inc. Magazine)
  3. 3. 3 . 10 Types of Visuals to Boost Your Social Media Engagement
  4. 4. 4 . 10 Types of Visuals to Boost Your Social Media Engagement* 1. The Product Shot 2. The Team Picture 3. The Spotlight on Your Fans 4. The Peek Behind the Scenes 5. The Action Shot 6. The Graphic 7. The Spontaneous Shot 8. The Moving Picture 9. The Collage 10. The Selfie *This presentation is based on an article written by Bob Cargill for ClickZ ( on April 22, 2014, which you can find here:
  5. 5. 5 . The Product Shot 1. Every business and brand has a product to display. Whether you're selling ice cream or insurance, software or footwear, you have something tangible to exhibit in your social media stream. Don't just talk about what it is you have to offer your audience. Show it off in pictures. The more, the better.
  6. 6. 6 . The Product Shot Best Buy on Facebook
  7. 7. 7 . The Product Shot Christmas Farm Inn on Twitter
  8. 8. 8 . The Product Shot Jay Peak on Twitter
  9. 9. 9 . The Team Picture 2. Did you play organized sports growing up? How many team pictures do you have from back in the day? That's the idea here. Only, don't feel you have to wait for a special occasion. Take pictures of your colleagues on a regular basis and share them with your audience. People do business with people, so do everything you can to humanize your brand.
  10. 10. 10 . The Team Picture American Idol on Twitter
  11. 11. 11 . The Team Picture 7News on Instagram
  12. 12. 12 . The Team Picture Sports Illustrated on Twitter
  13. 13. 13 . The Spotlight on Your Fans 3. Everybody likes attention, especially from someone they look up to and admire. Shine the spotlight on your followers and fans. Give their photos a much bigger stage by repurposing them on your own social channels. Retweet them. Tag them. Make it all about them, not you. Give them their 15 minutes of fame and they'll give you more loyalty in return.
  14. 14. 14 . The Spotlight on Your Fans Boston Red Sox on Twitter
  15. 15. 15 . The Spotlight on Your Fans Smarter Travel on Instagram
  16. 16. 16 . The Spotlight on Your Fans Quest Nutrition on Pinterest
  17. 17. 17 . The Peek Behind the Scenes 4. Provide your constituents with something they can't get anywhere else, whether it's exclusive photos, a big reveal, or something they wouldn't see otherwise. Take them backstage. Invite them into your inner sanctum. Show them how your products are built. Give them a look at what goes on behind closed doors. You get the picture.
  18. 18. 18 . The Peek Behind the Scenes Downton Abbey on Pinterest
  19. 19. 19 . The Peek Behind the Scenes 29 Sudbury on Facebook
  20. 20. 20 . The Peek Behind the Scenes Saturday Night Live on Twitter
  21. 21. 21 . The Action Shot 5. While a team picture may be posed, your action shots are of you and your fellow team members actually doing what you do best. It's doesn't matter whether you're speaking at a podium, swinging a baseball bat, or sitting in front of a computer writing the great American novel, it's still a performance. Capture your people in the act of doing their jobs and share it with your audience.
  22. 22. 22 . The Action Shot U2 on Instagram
  23. 23. 23 . The Action Shot Walt Disney World on Twitter
  24. 24. 24 . The Action Shot Conway Scenic Railroad on Facebook
  25. 25. 25 . The Graphic 6. Creating your own visuals from scratch is a great way to add variety to your stream and call more attention to your posts. Use PowerPoint, Photoshop, PicMonkey, and other such tools to add special effects and text to the images you share. You could even go so far as to create your own infographics. A combination of data, words, and pictures is one of the best ways to increase your engagement and reach on social media.
  26. 26. 26 . The Graphic Nordstrom on Facebook
  27. 27. 27 . The Graphic Boston Bruins on Facebook
  28. 28. 28 . The Graphic USA Today on Twitter
  29. 29. 29 . The Spontaneous Shot 7. One of the best benefits of using social media for marketing is the power it gives you to connect with your constituents in real time. Capitalize on the extemporaneous nature of these channels by sharing impromptu, candid shots of you and your team in the moment. What's happening now is far more credible and commanding on social media than old news or posed pictures.
  30. 30. 30 . The Spontaneous Shot MTV on Facebook
  31. 31. 31 . The Spontaneous Shot Barack Obama on Instagram
  32. 32. 32 . The Spontaneous Shot Hill Holiday on Instagram
  33. 33. 33 . The Moving Picture 8. No, I didn't forget about video. In fact, most businesses and brands consider it a must-have ingredient in their content marketing mix. YouTube, Vine, Instagram - each of these channels presents an abundance of opportunities for creating original footage which can eventually be cross-promoted across the social landscape. Don't worry about going viral. Worry about one watch at a time. If people like it, they will share it. And you'll have a hit on your hands.
  34. 34. 34 . The Moving Picture Maxwell House on Twitter
  35. 35. 35 . The Moving Picture Jay Baer’s Convince and Convert Blog
  36. 36. 36 . The Moving Picture Faneuil Hall Marketplace on YouTube
  37. 37. 37 . The Collage 9. If a picture is worth a thousand words, a small handful of them is, well, perhaps priceless. Take advantage of Twitter's new mobile feature and upload up to four photos in a single tweet. Or you can use one of many good photo-editing tools available - such as the aforementioned PicMonkey - to cobble together the quintessential collage.
  38. 38. 38 . The Collage General Electric on Twitter
  39. 39. 39 . The Collage GoPro on Twitter
  40. 40. 40 . The Collage Brooklyn Museum on Twitter
  41. 41. 41 . The Selfie 10. Last, but certainly not least, there's the type of visual made famous by Ellen DeGeneres at this year's Oscars ceremony and most recently Boston Red Sox superstar David Ortiz at the White House. There's the selfie. Thanks to these two celebrities, the ubiquity of the front-facing camera on smartphones, and people's seemingly insatiable desire for attention, the selfie is an incredibly hot trend you don't want to ignore.
  42. 42. 42 . The Selfie The Today Show on Instagram
  43. 43. 43 . The Selfie Ellen Degeneres on Twitter
  44. 44. 44 . The Selfie David Ortiz on Twitter
  45. 45. 45 . The Selfie Who’s in?
  46. 46. 46 . 10 Types of Visuals to Boost Your Social Media Engagement This presentation is based on an article written by Bob Cargill for ClickZ ( on April 22, 2014 here: to-boost-your-social-media-engagement
  47. 47. 47 . Bob Cargill • Director of Social Media at Overdrive Interactive • 30+ Years or Experience as a Marketing Professional • The New England Direct Marketing Association’s Direct Marketer of the Year in 2009 • Over 40 Awards for Copywriting, Creative Direction and Social Media • Gold from NEDMA for Blog in 2006 • Gold from NEDMA for Best Tweets in 2010 • Frequent Speaker at Industry Events and Elsewhere • Past President of the New England Direct Marketing Association (‘99-’00) and Two Toastmasters Clubs • Graduate of Leadership MetroWest’s Leadership Academy (‘92)
  48. 48. . Thank you! Bob Cargill Director of Social Media Overdrive Interactive 617-254-5000 @cargillcreative on Twitter