55 brands rocking social media with visual content


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La Importancia Del Contenido Visual En Los Social Media: 55 Casos De Éxito

Algo está cambiando… La interactividad que proporcionan los social media está cambiando radicalmente la forma de relacionarnos con las marcas que teníamos desde hace décadas.

Y es que en pocos años hemos pasado de ser meros receptores de los contenidos que emiten estas marcas a asumir el protagonismo, creando nuestros propios contenidos y decidiendo lo que queremos ver, oír o leer en cada momento. Los social media juegan un papel importante en la forma en que los consumidores descubren, investigan y comparten información sobre marcas y productos. Así han nacido y triunfado nuevos medios que dependen casi exclusivamente de los contenidos de la gente: Facebook, YouTube, Twitter, Pinterest, Instagram…

Estas redes abren nuevas incógnitas sobre el papel que la publicidad y las marcas pueden tener en ellas, pero viviendo el presente, las que saben aprovecharlo lo hacen de manera brillante. En el modelo tradicional, los anunciantes compran el espacio para colocar sus mensajes publicitarios, y los consumidores lo aceptan sin problemas como parte del contenido del medio. Pero eso forma parte del pasado. En esta Nueva Era el contenido lo hacen los propios consumidores, y la presencia de las marcas no siempre es bien recibida. En algunos casos son los usuarios los que deciden o no ver los mensajes de las marcas, marcando o no el “Me gusta” o viendo o no sus vídeos.

A diario aparecen nuevas fórmulas, como Pinterest y su contenido 100% visual.

Lo que está claro es que en social media a los consumidores se les puede y debe invitar a participar y jugar, y muchos desean interactuar y relacionarse con sus marcas preferidas. Los entornos visuales protagonizados por imágenes y vídeos cobran cada vez más fuerza, y las empresas lo saben.

Los consumidores estamos cada vez más comprometidos con las marcas, pero como bien dice Beatriz Navarro, Directora de Marketing de Starbucks en España, el error más grave que puede cometer una empresa es usar las redes sociales para vender productos. Los canales de social media no se han diseñado para vender, pero sí para escuchar y crear confianza.

Ejemplos de la excelencia en los social media como el de Starbucks hay muchos. Se trata simplemente de adaptar la estrategia de comunicación de la marca a los gustos y necesidades de los leads… en definitiva, darnos lo que queremos.

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55 brands rocking social media with visual content

  2. 2. TABLE OF CONTENTSVisual Content on Facebook………………………………………………… 1Visual Content on Pinterest..……………………………………………….. 2Visual Content on Instagram……………………………………………….. 3Visual Content on Twitter……………………………………………………... 4 2
  3. 3. INTRODUCTIONAs Bob Dylan famously said, “the times they are a changin’.” And social mediaseems to be doing it more frequently than other marketing channels.The most recent trend is the dominance of visual content. Facebook has turnedits walls into timelines. Instagram became so popular that Facebook bought itfor one billion buckaroos. And Pinterest--the online photo scrapbooking site--isnow the number three most visited social network in the country.If you aren’t prepared for the visual content revolution, you may be left in thedust. That’s why the HubSpot marketing team compiled this list of 55 brandskilling it with visual content on these top 4 visually-driven social networks. Usethis for inspiration to launch your visual content strategy.Good luck! 3
  4. 4. 1 Visual Content on Facebook 4
  5. 5. COVER PHOTOS 5
  6. 6. STARBUCKSCater your photo to reflect the season. 6
  8. 8. FANTA 8
  9. 9. QUIYKLine up your products into a colorful display. 9
  11. 11. CORNER OF ARTConnect your cover photo with your profile picture. 11
  12. 12. UBER 12
  13. 13. INTERACTIVITY MARKETING Share business facts in interesting infographic form. 13
  14. 14. URBANDADDY 14
  15. 15. COCA-COLAUse inverse colors to increase aesthetic appeal. 15
  17. 17. GENERAL ELECTRIC Use one simple image to light up your brand page. 17
  18. 18. ISTOCKPHOTO 18
  19. 19. GOPROFlaunt what your product can actually do. 19
  20. 20. SHARPIE 20
  21. 21. PHOTOSHELTER 21
  22. 22. DUNKIN’ DONUTSOn Facebook, it’s not about you--it’s about your fans. 22
  23. 23. ZIPCAR 23
  24. 24. OLD SPICE Be clever. 24
  26. 26. BEN & JERRY’S 26
  27. 27. Start generating leads from Facebook with theHubSpot all-in-one marketing software:http://goo.gl/A7JqI
  28. 28. PHOTO ALBUMS 28
  29. 29. Upload photosof your productin creative ways.
  30. 30. OREO 30
  31. 31. TACO BELL 31
  32. 32. Educate youraudience.
  34. 34. Upload photosthat featureyour customers.
  35. 35. BETTY CROCKER 35
  36. 36. HUBSPOT 36
  37. 37. 2 Visual Content on Pinterest 37
  38. 38. CHOBANICreate multiple boards with images that relate to your brand. 38
  39. 39. CHOBANIEach board should contain relevant visual content. Chobani does so by showcasing all thedelicious treats their fans have made with their product.Remember: On social networks, it’s not all about you. 39
  40. 40. ORECKDescribe your brand in a few words. Users are on Pinterest to pin, not to read.Put simply, Oreck is “clean made easy.” 40
  41. 41. ORECKUse content related to your product to help promote your own.Cleaning supplies aren’t the most exciting products to look at. Oreck showcases variousfloor designs, tying it to their product by saying, “the prettiest floors need the best of care.” 41
  42. 42. MASHABLECategorize your boards as you would your website.Mashable pins to boards that fall into the same categories as the articles they publish onmashable.com 42
  43. 43. MASHABLESend users back to your website.Mashable hosts a weekly photo contest. In order for users to participate, they must bedirected to a link on the Mashable site. 43
  44. 44. ETSYPin. A lot.According to RJ metrics, over 80% of pins are re-pins. This emphasizes the importanceof pinning new content. Etsy has 30 boards with 1592 pins (as of May 28, 2012). 44
  45. 45. ETSYTap into the platform’s audience.Pinterest first became popular with women planning weddings--and that group is still thelargest Pinterest demographic. Although wedding accessories are only one part of thebusiness, Etsy dedicates an entire board to weddings. A smart choice for this platform. 45
  46. 46. DRAKE UNIVERSITYTake advantage of all things cute.By pinning photos of adorbs bulldogs (the school mascot) Drake University is sharingimages that capture the attention of users beyond those in Drake community. 46
  47. 47. PEAPOD DELIVERSFood.Who doesn’t like food? Any company in the food industry has the ability to shareendless food recipes and products. 47
  48. 48. GEMake your content interesting.When you think Pinterest, you don’t think, “cute tech pictures!” But GE engages usersby highlighting the biggest and baddest technologies they’ve produced. 48
  49. 49. AARPShow versatility.What’s a company for people 50+ doing on Pinterest? AARP is pinning interestingimages that could attract people outside of their target audience. This could bring incustomers through the children and grandchildren of their target customer. 49
  50. 50. MODCLOTHBe different.In a world of color, ModCloth focuses on black and white images to show of theirvintage collection. 50
  51. 51. WHOLE FOODSTake a colorful spin on basic life teachings.We’ve all been told to eat our vegetables--and when they’re yummy, we do! WholeFoods isn’t pinning pictures of your everyday broccoli and spinach. They’re presentingimages of unique veggies that look like nothing but a delight to indulge in. 51
  52. 52. MINTEDNarrow your focus.Pinterest allows you to have endless boards. That means you can create specificboards catered to one specific idea. 52
  53. 53. CLUB MONACOKeep it customer-centric.Club Monaco shows off it’s trendiest products by featuring photos customers sent instrutting their stuff! 53
  54. 54. Find out how much traffic and leads Pinterestbrings to your business.http://goo.gl/A7JqI
  55. 55. 3 Visual Content on Instagram 55
  56. 56. PUMAShow off your brand logo innew and appealing ways. 56
  57. 57. PEPSIMAX 57
  58. 58. COACHIf you’ve got a prettyproduct, strut it’s stuff! 58
  59. 59. FOREVER 21 59
  60. 60. CELTICSPeople who love yourbrand want to see more ofits key players. 60
  61. 61. BILLBOARD 61
  62. 62. BRISKKeep it simple. 62
  63. 63. 4 Visual Content on Twitter 63
  64. 64. SPOTIFY Use your background to list key features of your product or service. 64
  65. 65. SITEPOINT 65
  66. 66. CATERPILLAR INC. 66
  67. 67. IDEAPAINT Use your background as a space to show how your service can improve something. 67
  68. 68. SNAPPLE 68
  69. 69. NAKED JUICE Use your background as a space to prompt visitors to do something. 69
  70. 70. LEGO GROUP 70
  71. 71. MCDONALD’S 71
  72. 72. DISNEY PIXAR Use your background to highlight your latest product release. 72
  73. 73. TWITTER 73
  74. 74. HubSpot software can show you exactly whereyour visitors and leads are coming from.http://goo.gl/A7JqI
  75. 75. CONCLUSIONWe hope these examples inspired you to use compelling visuals in yourmarketing, not only on Facebook, Instagram, Pinterest and Twitter, but alsoacross other marketing channels—email, blog, calls-to-action. Don’t wait toincorporate the lessons you have learned here.As soon as you make changes to your social media strategy, start tracking theresults of your efforts. How many visits did social networks drive back to yourwebsite? Did they result in new leads or sales? This is all information you canobtain through the right marketing analytics. Sign up for your free hubspot 30-day trial to start measuring and optimizing your marketing. 75
  76. 76. 76