How To Make Your Content Visually Chic, Jason Miller, LinkedIn - Social Fresh EAST 2014

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  • The adage "A picture is worth a thousand words" refers to the notion that a complex idea can be conveyed with just a single still image. It also aptly characterizes one of the main goals of visualization, namely making it possible to absorb large amounts of data quickly.
  • There is a famous quote from the father of advertising, David Ogilvy that says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” I think this statement holds true today, but with the insertion of a visual element as the new headline
  • Our Average Attention Span Is Now 8 Seconds – 1 Second Less Than A Goldfish
    According to the National Center for Biotechnology Information, at the U.S. National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. This is one second less than the attention span of a goldfish. That’s right, goldfish have an attention span of 9 seconds – 1 second more than you and I.
  • We are all visual thinkers. 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition. Visual content can help.
    Visual language aids in decision making, is more persuasive, and makes a better, longer overall impression than simple text

  • Search engines are the #1 source of traffic to SlideShare
  • 25 infographics accounted for 17% of overall blog traffic.
  • PUBLISHER TOTAL UNIQUE VISTORS
    178,809,843
    TOTAL POTENTIAL VIEWERSHIP
    3,024,141,647

    33 linkbacks

    Total Social Shares (via top-tier publisher articles) 8109


  • - Go Big: Use font size 16 or higher.
    - Say More With Less: Highlight or limit text on slides to a few key phrases.
    - A Picture is Worth 1,000 Words: Use clear and simple images (limit to 1-2 per slide).
    - Keep it Simple: Avoid using complicated graphs with too many details.
    - Use High Contrast Colors: Better contrast improves readability on small screens.

    As more and more people view presentations on their mobile devices, we want to make sure you, the presenter and uploader, are optimized for the mobile-centric world, too. Now, when you upload to SlideShare, you will see a preview of how your SlideShare will look on various mobile devices.
    Our new Mobile Preview feature will enable you to see how your presentations, documents and infographics will look on phones and tablets. You will automatically see this preview when you upload, and also in your “My Uploads” section.
  • Repurpose what you have
    Seed your influencers
    Craft the story/ angle
    Promote the hell out of it
    Infographic directories
    SlideShare
    Email
    Social
  • It’s one of the most-viewed SlideShares week after week, has fetched more than 8 million views and has been called, by Facebook COO Sheryl Sandberg, one of the most important documents to come out of Silicon Valley. We’re talking about Netflix CEO Reed Hastings’ renowned “Netflix Culture” presentation, in which he details, in 126 slides, how he hires, fires and re

    The deck was used internally at Netflix for years before the company decided to make it public on SlideShare five years ago. “It was written so that employees could have clarity about what’s important for success, what to expect from each other and to honestly tell the truth about how companies really operate,” says Patty McCord, Netflix’s former Chief of Talent who helped create the deck, which she calls a constant work in progress.
    In 2009, Hastings published it on SlideShare, largely as a recruiting tool.
    “Publishing the deck mostly helps us tell the world who we are,” says Netflix’s current Chief of Talent Tawni Cranz. “It’s exciting and important to share culture. More and more people choose to work at a company not for the work but increasingly for the company culture and leadership.”
    Cranz says that every single job candidate is required to read the Netflix Culture Deck. “It’s a great filter for us,” she says. “It lets people better choose companies that match them. And companies can have an honest conversation with potential candidates. It’s a more honest way to start a relationship.”
    The deck has also helped start an increasingly top-of-mind conversation among business leaders today: How do you create great company culture? Hastings was one of the first CEOs to not only explicitly define his company’s culture but to share those values and cultural tactics with the public. He’s inspired many other executives and companies to be transparent about their culture, too.
    wards employees.

Transcript

  • 1. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Marketing Solutions Is Your Brand Visually Chic? The Power of SlideShare and Infographics Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg
  • 2. Feel free to Tweet along: #SocialFresh @jasonmillerca @LinkedInMKTG
  • 3. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 1 of every 3 Professionals on the Planet is on LinkedIn 1/3
  • 4. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Jobs Content 7X Content pages receive 7X the page views vs. job pages.
  • 5. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The Definitive Publishing Platform Professional
  • 6. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Let’s Talk About Content…
  • 7. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • 8. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • 9. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • 10. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Research shows that a picture is really only worth 81.4 words, on average.
  • 11. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • 12. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The visual is the new headline!
  • 13. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 5 Reasons for Going Visual WE ARE ALL VISUAL THINKERS Visual language aids in decision making Visual is more persuasive Visual makes a better, longer overall impression than simple text 1 2 4 3 5 Visual connects emotionally
  • 14. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg SlideShare is a Platform for Visual Content Marketing Thought Leadership
  • 15. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • 16. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • 17. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Who’s Doing it Right? Meet the experts.
  • 18. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Visual Kicks Text’s A** 328,000 Views! Who’s Doing it Right?
  • 19. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Cross-channel Integration
  • 20. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Built in Lead Forms
  • 21. Provides a robust dashboard for measuring success $4620 <$1.00 $ per Success 7440 Successes $1.00 $ per New Names 4482 New Names
  • 22. Indexed by Google
  • 23. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The Infographic is not Dead; Claiming that Something is Dead is so Passé
  • 24. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The Multi-Benefits of Successful Infographics Provides a snapshot of a bigger story Breaks down a complex idea Easily shareable & attracts attention Fuel for your social and demand-gen programs Great SEO for linkbacks Enhance press releases Entertaining and fun
  • 25. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg PUBLISHER TOTAL UNIQUE VISTORS 178,809,843 TOTAL POTENTIAL VIEWERSHIP 3,024,141,647 33 LINKBACKS FROM TOP TIER PUBS 8109 SHARES
  • 26. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • 27. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Kittens vs. Bacon
  • 28. When You Need That Extra Push…
  • 29. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Inbound + Outbound = Heavy Metal Thunder (Sponsored Updates)
  • 30. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Mobile is Accelerating Content Consumption
  • 31. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Smartphone Consumption is Always On 9pm6pm3pm12pm9am6am
  • 32. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Optimizing SlideShare for Mobile GO BIG Say more with less Keep it simple A picture is worth 1,000 words 1 2 4 3 5 Use high contrast colors
  • 33. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg For Those About to Create Visual Content…
  • 34. Where do I Start?
  • 35. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg
  • 36. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg The only art I’ll ever study is stuff that I can steal from. - David Bowie
  • 37. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg #CultureCode 8 MILLION VIEWS!
  • 38. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Promoting your event? Check…
  • 39. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg A Coupon Code Inside Your Slidedeck? I’ll Take It!
  • 40. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg A visual journey of FAQs? Genius.
  • 41. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Clickable links inside your SlideShare deck, Boom!
  • 42. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg How Do You Know if This Stuff is Working? Increased referral traffic Social Engagement Higher quality leads
  • 43. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg Social Content SEO Demand Gen PR Community Meet the NEW Marketing Team……
  • 44. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg 44
  • 45. ©2014 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions#sophisticatedmktg “People want a thrill, people want a spectacle and people love to be entertained.”