VISUAL STORYTELLING: From Kittehs to Selfies 

Creating Value with Photos in the Sharing Economy
Robert Michael Murray; Nat...
ROBERTO SCHMIDT/AFP/Getty Images
Deputy Director of
Photography Ken Geiger says
a selfie documents an “I
don’t believe I’m here”
moment. “I do it to share
w...
Georgetown

UNIVERSITY
BLOOMBERG
So what do I know about social ….

As of: Januray 21,2014

Built National Geographic into a Top-Tier Brand on Social Chann...
social media is
constantly
evolving and
changing …
so·cial
relating to or involving

activities in which people
spend time talking to each
other or doing enjoyable
things wi...
“Man is by nature a social
animal; an individual who is
unsocial naturally and not
accidentally is either beneath
our noti...
SISSE BRIMBERG
~55+M

~350+M

Additional Analysis

pics shared on 

Instagram per day

Creators

pics shared on 

Facebook per day

Posti...
“Sharing photos and videos online adds texture,
play, and drama to people’s interactions in their
social networks,” said P...
plorers
explor
explorers
vators
innova
innovators
aphers
photog
photographers
makers
filmma
filmmakers
tellers
storyte
story...
(y)our journey
begins with
the first
step ...
... continues
through the
power of story
...
The power of storytelling ...

1/ stories are meaningful
2/ stories are enjoyable
3/ stories are empowering
4/ stories are...
stories are
meaningful
The power of storytelling ...
1. Explain origins.
2. Define individual and group
identity.
3. Communicate tradition and
del...
stories are
enjoyable
“I don’t want to be coy or some type of jerk or be
withholding—it’s not a Machiavellian sort of thing—
it’s literally want...
stories are
empowering
“Good stories entertain: great stories allow
people to discover themselves or some
hitherto hidden aspect of themselves.”
...
The 10 Functions of Storytelling, Ryan Mathews What’s Your Story?
stories are
sociable
“In the end, storytelling comes down to two
things: connection and engagement. Whether
it’s a shaman relaying his vision a...
The best photobomb of 2013 goes to this brave amphibian, who was
snapped midleap as a NASA spacecraft lifted off from Wallo...
... and bind us
together as
human beings.
people +
stories +
platforms =
#amazingness
Photos, and the use
of photography, aren’t
simply relegated to a
“photos” category,
but rather photos /
photography crossc...
Snapchat
whisper
Jelly
Relay
Rando
tinder
PicCollage
Foap
Paper by Facebook
Six action items ...
1 / empower people to tell stories
2 / create action-based experiences
3 / build authentic relationsh...
Robert Michael Murray

facebook.com/robertmichaelmurray
linkedin.com/in/robertmichaelmurray
instagram.com/robertmichaelmur...
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy
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VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy

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Stories bind us together as human beings. Visual storytelling in particular allow us to connect with one another and engage with the world around us in meaningful ways. As social media evolves photos, and the use of photography, aren’t simply relegated to a “photos” category, but rather photos / photography cross-cuts categories and provide a greater opportunity for engagement across the sharing economy. With more than a billion photos being uploaded each day—from crowd wisdom to match making and shopping to location-based discovery—brands, organizations, and individuals can leverage photography (visual storytelling) in very exciting and lucrative ways.

* * * * *

Presentation originally given at Social Media Strategies Summit (#SMSsummit), Las Vegas, NV February 5, 2014 http://www.socialmediastrategiessummit.com/las-vegas-2014/

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VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy

  1. 1. VISUAL STORYTELLING: From Kittehs to Selfies Creating Value with Photos in the Sharing Economy Robert Michael Murray; National Geographic, February 5, 2014
  2. 2. ROBERTO SCHMIDT/AFP/Getty Images
  3. 3. Deputy Director of Photography Ken Geiger says a selfie documents an “I don’t believe I’m here” moment. “I do it to share with my kids,” he says. He shot a selfie video several years ago when he was up in a sequoia tree 200 feet off the ground on an assignment. “It’s not about making your picture. It’s to show yourself in a situation.” For Pamela Chen, a senior photo editor at the magazine, the post card is selfaddressed—or for friends and family only. “I don’t post them online,” she says. “It’s like a scrapbook. I am taking notes about my life and it’s the quickest way for me to know where I’ve been and if I want to remember a feeling.” All By My Selfie: National Geographic Photographers Muse on the Word of the Year, Cathy Newman
  4. 4. Georgetown UNIVERSITY
  5. 5. BLOOMBERG
  6. 6. So what do I know about social …. As of: Januray 21,2014 Built National Geographic into a Top-Tier Brand on Social Channels Fans/Followers/Subscribers 65,000,000 FACEBOOK INSTAGRAM -- 5th Largest Media Brand Page -- Largest Media Brand Account -- Largest Nonprofit Page -- Largest Nonprofit Account 65M ! GOOGLE+ -- Largest Media Brand Page -- Largest Nonprofit Page 51M 48,750,000 ! YOUTUBE -- 2nd Largest Media Brand Channel -- Largest Nonprofit Channel ! TWITTER -- 13th Largest Media Brand Page -- Largest Nonprofit Page 39M 32,500,000 26M 21M 21M 19M 18M 14M 13M 16,250,000 0 Facebook Instagram MTV Disney NatGeo ESPN Discovery CNN History NYT TIME Economist Twitter YouTube Google+ 10M 10M 8M 6M 6M 5M BBC People HuffPo NPR WIRED PBS 3M 2M WWF Smithsonian NOTE: Data is based on public fan, follower, and subscriber counts for a brand’s main social media account and does not represent their entire footprint.
  7. 7. social media is constantly evolving and changing …
  8. 8. so·cial relating to or involving activities in which people spend time talking to each other or doing enjoyable things with each other
  9. 9. “Man is by nature a social animal; an individual who is unsocial naturally and not accidentally is either beneath our notice or more than human.” ! ― Aristotle, Politics
  10. 10. SISSE BRIMBERG
  11. 11. ~55+M ~350+M Additional Analysis pics shared on Instagram per day Creators pics shared on Facebook per day Posting original photos and videos online has increased significantly in the past year. Half of internet users post original photos online, while a quarter post videos they have taken themselves. Taken together,  54%  of  internet  users  are  online  image  “creators.” Online Creators: Posting original photos and videos, 2012-2013 Among internet users, the % who post photos and videos and the % who post either 60% 50% 40% 54% 52% ~400+M pics shared on Snapchat per day Do you ever post PHOTOS that you, yourself, have taken to any kind of website? Among all internet users, the % who share photos they have taken themselves 46% 45% All internet users (n=852) 52% 30% a 20% 18% 10% 48 Women (n=438) 56 Post photos Post videos 2012 2013 Source: Pew Research October Omnibus Survey, October 3-6, 2013. n=852 internet users ages 18+. Interviews were conducted in English on landline and cell phones. The margin of error for results based on internet users is +/- 4.0 percentage points. Online Curators: Sharing images and video from elsewhere Among internet users, young adults ages 18-29 are particularly likely to post pictures they take online on the web, 2012-2013 and women are more likely to do so than men. More than half of women do so, along with more than Among internet users, the % who have reposted images and videos they found elsewhere online and the % who repost both (curators) three-quarters of young adults. 50% 47% 40% 42% 41% 36% 35% pewinternet.org 0% Share others' images Share others' videos 2012 Curators 2013 Source: Pew Research October Omnibus Survey, October 3-6, 2013. n=852 internet users ages 18+. Interviews were conducted in English on landline and cell phones. The margin of error for results based on internet users is +/- 4.0 percentage points. a Men (n=414) 36 Women (n=438) 49 a cd a 18-29 (n=131) 61 d 37 b 30-49 (n=222) 48 d 65+ (n=208) Education attainment a High school grad or less (n=192) b Some College (n=264) c College + (n=391) Household income a Less than $30,000/yr (n=175) 19 c 50-64 (n=265) 30 $30,000-$49,999 (n=148) $50,000-$74,999 (n=138) $75,000+ (n=297) 48 53 54 30-49 (n=222) c 50-64 (n=265) d 10% 42% Age 18-29 (n=131) b c 25% 20% All internet users (n=852) bcd a b Creators Among all internet users, the % who share photos they have found elsewhere online b a Age 0% 30% Men (n=414) b 26% Do you ever take IMAGES you find online and share or repost them on sites designed for sharing images with many people? 79 56 49 54 53 d 65+ (n=208) Education attainment a High school grad or less (n=192) b Some College (n=264) c College + (n=391) 55 cd d Household income Source: Pew Research October Omnibus Survey, October 3-6, 2013. n=852 internet users ages 18+. Interviews were conducted in English on landline and 4 cell phones. The margin of error for results based on internet users is +/- 4.0 percentage points. a Note: Percentages marked with a superscript letter (e.g., ) indicate a statistically significant difference between that row and the row designated by that superscript letter, among categories of each demographic characteristic (e.g. age). Reposting images is particularly popular among younger people and women are more likely to repost images than men. Half of female internet users do so, along with six-in-ten of those26% ofusers ages Some internet internet 18-29. bcd 14 43 46 39 bd a Less than $30,000/yr (n=175) b $30,000-$49,999 (n=148) 31 c $50,000-$74,999 (n=138) 46 d $75,000+ (n=297) 39 52 b Source: Pew Research October Omnibus Survey, October 3-6, 2013. n=852 internet users ages 18+. Interviews were conducted in English on landline and cell phones. The margin of error for results based on internet users is +/- 4.0 percentage points. a Note: Percentages marked with a superscript letter (e.g., ) indicate a statistically significant difference between that row and the row designated by that superscript letter, among categories of each demographic characteristic (e.g. age). Reposting post their own users post videos they take online, about half the proportion whovideos is most popular among internet users ages 18-29. More than half of these young ad
  12. 12. “Sharing photos and videos online adds texture, play, and drama to people’s interactions in their social networks,” said Pew Internet’s Maeve Duggan, author of a report on the new findings. “Pictures document life from a special angle, whether they relate to small moments, personal milestones, or larger news and events. Mobile connectivity has brought these visuals into countless lives in real-time. This all adds up to a new kind of collective digital scrapbook with fresh forms of storytelling and social bonding.” Photo and Video Sharing Grow Online; Maeve Dugga, Pew Internet
  13. 13. plorers explor explorers vators innova innovators aphers photog photographers makers filmma filmmakers tellers storyte storytellers amers dreame dreamers doers doers scientists
  14. 14. (y)our journey begins with the first step ...
  15. 15. ... continues through the power of story ...
  16. 16. The power of storytelling ... 1/ stories are meaningful 2/ stories are enjoyable 3/ stories are empowering 4/ stories are sociable
  17. 17. stories are meaningful
  18. 18. The power of storytelling ... 1. Explain origins. 2. Define individual and group identity. 3. Communicate tradition and delineate taboo. 4. Simplify and provide perspective; reduce complex problems to a series of easily digested principles. 5. Illustrate the natural order of things. ! 7. Concisely communicate complex history. 8. Communicate moral and ethical positions and the transference and preservation of values. 9. Illustrate relationships to, and with, authority. 10. Describe appropriate responses to life or model behaviors. 11. Define reward and detail the paths to salvation and damnation. The 10 Functions of Storytelling, Ryan Mathews What’s Your Story?
  19. 19. stories are enjoyable
  20. 20. “I don’t want to be coy or some type of jerk or be withholding—it’s not a Machiavellian sort of thing— it’s literally wanting people to have a good time and to have a little bit of a surprising time,” [J.J. Abrams] said. “So whenever I’m trying to keep things quiet, it is 100 percent an effort to make the experience of actually seeing the movie or TV show more enjoyable for the viewers.” Are Box Office Failures (Green Lantern, X-Men, Super 8) a Bad Sign for Cars 2?, Forbes, June 24, 2011
  21. 21. stories are empowering
  22. 22. “Good stories entertain: great stories allow people to discover themselves or some hitherto hidden aspect of themselves.” The 10 Functions of Storytelling, Ryan Mathews What’s Your Story?
  23. 23. The 10 Functions of Storytelling, Ryan Mathews What’s Your Story?
  24. 24. stories are sociable
  25. 25. “In the end, storytelling comes down to two things: connection and engagement. Whether it’s a shaman relaying his vision around a sacred fire, a tribal elder handing down his people’s oral history, or a marketer pushing his or her newest line extension or service, it all comes down to these two fundamental elements.” The 10 Functions of Storytelling, Ryan Mathews What’s Your Story?
  26. 26. The best photobomb of 2013 goes to this brave amphibian, who was snapped midleap as a NASA spacecraft lifted off from Wallops Flight Facility in Virginia on September 6. So why would a frog move from lily pad to launch pad? Experts explained that the spaceport sits among a wildlife refuge, and the launch pad has a pool for the water deluge system that protects it from damage. (Chris Perry/NASA) This inspiring image of double-amputee Marine Jesse Cottle being carried by his wife, Kelly, was widely shared on Facebook. Jesse lost his legs to an IED in Afghanistan in 2009, and met Kelly during his recovery. Photographer Sarah Ledford hopes her portrait conveys that "love sees no disabilities and marriage is a two-way street of strength and devotion." (ShutterHappy Photography)
  27. 27. ... and bind us together as human beings.
  28. 28. people + stories + platforms = #amazingness
  29. 29. Photos, and the use of photography, aren’t simply relegated to a “photos” category, but rather photos / photography crosscuts categories and provide a greater opportunity for engagement across the sharing economy. From crowd wisdom to match making and shopping to locationbased discovery.
  30. 30. Snapchat
  31. 31. whisper
  32. 32. Jelly
  33. 33. Relay
  34. 34. Rando
  35. 35. tinder
  36. 36. PicCollage
  37. 37. Foap
  38. 38. Paper by Facebook
  39. 39. Six action items ... 1 / empower people to tell stories 2 / create action-based experiences 3 / build authentic relationships 4 / leverage the community 5 / get out of your comfort zone 6 / embrace failure, learn fast
  40. 40. Robert Michael Murray facebook.com/robertmichaelmurray linkedin.com/in/robertmichaelmurray instagram.com/robertmichaelmurray plus.google.com/robertmichaelmurray robertmichaelmurray.com twitter.com/rmmdc Copyright 2014

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