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Synthesize It: Infographics

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Presentation by Kelley Mitchell Price of Pocketfirm given at the PR Newswire/ Business Development Institute Visual Storytelling event held in Atlanta on April 23, 2013

Presentation by Kelley Mitchell Price of Pocketfirm given at the PR Newswire/ Business Development Institute Visual Storytelling event held in Atlanta on April 23, 2013

Published in Business , Technology
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  • 1. SYNTHESIZE IT:INFOGRAPHICSKelley Mitchell Price
  • 2. Today’s topics• Infographics: What are you good for?(Absolutely something! Say it again)• Case study: Creating an infographicsprogram• Tips & lessons learned the hard way2
  • 3. 3
  • 4. 4BRANDSTRATEGYDESIGNPRODUCTE =
  • 5. Infographics can drivecontent marketing5BANNERSEOEMAILWEBSITEPROMOMOBILE
  • 6. Everybody needs infographicsJust kidding! Only the sexy people6FIRST,you needdata.THEN,find thestory.ANDTHEN,unleashcreatives!
  • 7. But Wait...• No one knows what an infographic is!• Words + pictures = flyer• The illustrations must be PART of thestory7
  • 8. 8
  • 9. 9
  • 10. Case Study:Cancer Prevention & Awareness• The Challenge: Highlight importantcancer research data to consumerswithout losing scientific credibility• The Solution: A series of carefullytimed, topical infographics used onowned and social media• The Story Arc: Making an impact10
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  • 18. KPIs Build Over Time18
  • 19. Positive TrendsShow Success• Interactions: View larger, click-throughs to landing page• Social shares: Facebook likes,retweets, repins• Landing page views, bounce rate• Low at first, strong build - don’texpect much from a one-off• Data from these are not going toblow you away - these arecomplements to your overallcontent marketing strategy19Oct Nov Dec JanInteractions SharesPageViews Likes
  • 20. Building the Series• Monthly release schedule• Cancer awareness month, trending topicthematics• Three-part structure:(1) The problem(2) Why you should care(3) What you can do about it20
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  • 24. 24View these infographics:cancer.org/research/infographicsAll are copyrighted material of American Cancer Society, Inc.
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  • 26. Three Tips• Clearly define your production process• Socialize internally• Promote your infographics extensively26
  • 27. Checklist for Production✓ Find the data - get as much of it as you possibly can.✓ Find the story - your designer WILL NOT find the story. SHOCKING!• Find an analyst, strategist, or writer. Get your designer working on your illustrative style (itshould be recognizable as your brand).✓ Wireframe it. DON’T SKIP THIS STEP!✓ Show it to people, get feedback. Revise.✓ Layer on graphical elements and show more people. You never know how people will interpret.Revise.✓ Break it apart into individual assets - each should have value in and of itself.✓ Make a text-based version for accessibility & SEO.✓ Create a landing page with short URL, SEO copy, printable, and text-based version.✓ Publish!✓ Post & promote, post & promote...27Message me& I’ll sendyou thischecklist
  • 28. Socialize Internally• No one will care as much as you do• Find the people who know the data• Make a friend in Legal28
  • 29. Promote That Thing• Set a reasonable schedule for production:Weekly, monthly, quarterly• Work into your social editorial calendar: Getat least 5 Facebook, Twitter posts out of each• Create a Pinterest board or Tumblr to housethe series, in addition to your website -whatever makes most sense for youraudience29
  • 30. Resources• Visual.ly• GOOD Infographics• Tableau30
  • 31. 31
  • 32. Thank YouAbout PocketfirmPocketfirm is a new companyfocused on progressive digitalproduct development. Fusingexperience design with customerinsights and marketing strategy,we bring web-based products tomarket that accelerate brands.@pocketfirminfo@pocketfirm.com32