Seeing is Believing: Using Visual Content in Social Media Marketing
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Seeing is Believing: Using Visual Content in Social Media Marketing

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Presentation given on August 16, 2013 for the Lufkin/Angelina County Chamber of Commerce.

Presentation given on August 16, 2013 for the Lufkin/Angelina County Chamber of Commerce.

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  • So what’s the big deal about visual content? Why should you start using more of it in your social media marketing efforts?
  • Our brains like it.Our brains can process it faster. If you want to get a message across quickly, images are the way to go.People understand it.
  • Not only do our brains receive visual information better, it’s also easier for us to engage with on social media channels.
  • “Get Lost in Loudoun” Web Series and Campaign (Fall 2011-Spring 2012)Increased market share of younger demographics (13-44 years old):       +14.1%Impressions generated:                                           17,784,318Total views of videos for series:                                 20,276Total number of visits to GetLostInLoudoun.com microsite:               14,611Total number of getaway experience contest entries:                     1,264
  • What kind of drummer would buy a mail order cymbal without hearing and testing it out for himself?  The Memphis Drum Shop has figured out a smart way around this issue, and as a result has opened itself up to customers from all around the world.  They have a dedicated YouTube channel where they test out the sound of various cymbals on video and post those videos to let drummers hear a “virtual test” of what the cymbal will sound like.  The channel has been up for a little over four years, and has amassed over 20 million views – not bad for a site targeted to the relatively small niche audience of active drummers.Other than just being cool, theydo a few things really, really well:They tell viewers how to have the optimal experience: “wear headphones”They focus on exclusivity and reason to buy: “these cymbals are exclusively available from Memphis Drum Shop”There is a strong call to action: they send you back to mycmbal.com to buy them.
  • Just like you would pin something you want to remember on a bulletin board, Pinterest lets you do the same thing to images you find on the web. Create your own virtual bulletin boards for the things you love – like recipes, places you want to visit, ideas for your home, and more. Once something is pinned, it can be “liked”, “shared” on Facebook, tweeted on Twitter, repinned, and commented on by your followers.
  • Aesthetic Design Construction from right here in Bastrop is a great example of a small business that is using Pinterest effectively. They appeal to Pinterest’saspirational nature by showing us what we can do with our new homes once we’re living in them. The photography is beautiful. And they’ve taken something that’s typically considered “manly” (construction) and made it be more appealing to Pinterest’s predominantly feminine audience.
  • This is from a Board that Lost Pines Toyota created called “Welcome to the Family”. It’s genius really. Anytime you can feature your happy customers in a photo that is shareable, that’s a win. People love to see themselves in pictures, and it shows other potential customers what kind of treatment they will receive as customers.
  • Find photos about your destination.
  • Snap a picture, choose a filter to transform its look and feel, then post to Instagram. Share to Facebook, Twitter, and your blog too – it's so easy. It's photo sharing, reinvented.
  • Even better if you can do it in new, interesting, or artistic ways.
  • Tell us who you are. We are more likely to do business with people we like.
  • It’s kind of like the Amazon.com method. When they show you recommendations for what other people have bought? If ALL these other people like you, then maybe I should like you too.
  • Why should I buy this product? What can it do for me? How will it make my life easier or better?
  • Hashtags are searchable. It’s a way to curate information (or photos, in this case) to make it easy to find. I can search Instagram for other photos with the same hashtag. I can also search them on Twitter where the photos are shared with a whole different audience.
  • People love going behind the scenes. It makes us feel like insiders. In the know. The more we know, the easier it is for us to buy.
  • Show your personality. Let loose a little. As I said earlier, we’re more likely to buy from people we like. Help us like you!
  • 15 second looping videos

Transcript

  • 1. Seeing Is Believing: Using Visual Content in Social Media Marketing Lufkin/Angelina County Chamber of Commerce August 16, 2013 Photo: Alexander Rabb on Flickr
  • 2. Get these slides here: http://sarahtpage.com/lufkin-day-2/
  • 3. Social Media Is More Visual
  • 4. Why Visual Content? Photo: NathanF on Flickr
  • 5. It Works! Photo: Nutmeg Designs on Flickr Source: Grazitti Interactive • 90% of information transmitted to the brain is visual • Visuals are processed 60,000 times faster in the brain than text • 40% of people respond better to visual information than text
  • 6. It Drives Engagement! Photo: zane.hollingsworth on Flickr; Source: Grazitti Interactive • 700 YouTube videos are shared on Twitter every minute • On Facebook, videos are shared 12x more and photos are liked 2x more than links and text-only posts combined • YouTube Mobile gets over 600 million views per day
  • 7. It Drives Results! Photo: Lori Greigl; Source: Grazitti Interactive • Viewers are 85% more likely to purchase a product after watching a product video • 46% of people say a website’s design is the number one criterion for determining the credibility of the company • Pinterest drives sales directly from its website – 21% have purchased an item after seeing it on Pinterest
  • 8. 44% of users are more likely to engage with a brand that posts photos vs other forms of media Source: ROI Research
  • 9. Don’t Forget To Integrate!
  • 10. • 80% of users prefer to connect to a brand through Facebook vs. any other social site • 23% of users check their account 5x or more every day • Photos receive 53% more likes than other content • Photos attract 104% more comments than average posts Sources: Huffington Post; Wishpond
  • 11. 300 million photos are uploaded to Facebook every day!Photo: Franco Bouly on Flickr; Source: MarketingProfs
  • 12. Wow! Look at that viral reach!
  • 13. Ask and ye shall receive Source: Visit Bloomington
  • 14. •2nd biggest search engine behind Google •Over 4 billion videos viewed each day Photo: garryknight on Flickr Source: http://socialmediatoday.com
  • 15. Using YouTube for Business 1. Create a branded YouTube channel 2. Make sure your content fills a relevant need 3. Develop quick, simple, and engaging videos 4. Optimize your videos 1. Title 2. Keywords 3. Description 4. Tags 5. Share your videos in other places 6. Use calls to action 7. Measure! Source: http://socialmediatoday.com
  • 16. Get Lost in Loudoun
  • 17. How To Sell Cymbals
  • 18. How To Say Thank You
  • 19. How To Welcome Guests or Speakers
  • 20. Facebook & Twitter “Look at Me!”Photo: PaperNest on Flickr =
  • 21. Pinterest = “Look at This!” Photo: Transguyjay on Flickr
  • 22. • 80% of Pinterest users are women • Users spend an average of 1 hour, 17 minutes on the site • Pinterest referrals spend 70% more $$ than referrals from non-social channels • 43% of Pinterest users prefer to associate with a brand vs only 24% on Facebook Source: http://socialfresh.com Photo: droob on Flickr
  • 23. You May Have Seen This
  • 24. But Have You Seen This?
  • 25. Drive sales to your website!
  • 26. Pinterest for Business
  • 27. See what’s been pinned from your website or blog! http://pinterest.com/source/AddYourURL.Here
  • 28. Start a Flickr Group
  • 29. Flickr Places – flickr.com/places
  • 30. Maps Photos Groups Photographers
  • 31. • More than 40 million photos are uploaded every day • 90 million monthly active users • 8500 likes per second • 1000 comments per second Source: Social Fresh Photo: WindKoh on Flickr
  • 32. Apply Instagram Filters
  • 33. From this … … to this!
  • 34. 7 TIPS: Instagram for Business
  • 35. 1. Show Your Products
  • 36. 2. Introduce Your Employees
  • 37. 3. Feature Your Customers
  • 38. 4. Show What Your Products Can Do
  • 39. 5. Use #Hashtags
  • 40. 6. Show How It’s Made
  • 41. 7. Have Fun!
  • 42. • Select either photo or video option • Upload or take a photo • Shoot video • Apply filter • Describe the video • Post to Instagram and/or other channels
  • 43. Instagram Video for Business • Create a product demo/answer FAQs • Create a visual portfolio of your company’s work • Humanize your brand/share company culture • Develop 15 second interviews with employees or customers
  • 44. Can I Help? Call Me! Photo: .Spartography on Flickr
  • 45. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512-914-8873 Instagram.com/stpconsulting
  • 46. Thank You! Questions?