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Beyond Instagram - visual networks to look out for
 

Beyond Instagram - visual networks to look out for

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Head Rabbit Dirk Singer gave a presentation at Digital Shoreditch 2013 on up and coming social networks - beyond Instagram

Head Rabbit Dirk Singer gave a presentation at Digital Shoreditch 2013 on up and coming social networks - beyond Instagram

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    Beyond Instagram - visual networks to look out for Beyond Instagram - visual networks to look out for Presentation Transcript

    • beyond instagram The next wave of visualsocial networks
    • Three things you should knowabout meI like stats I’m a Rabbit London EyeEm ambassadormore about visual social media - 8mpx.co.uk
    • spot the difference2005 2013
    • lets take a step back“The mobile is the mostimportant technology inyour life....exceptpossibly the respirator”Doug Grinspan (SayMedia) SXSW 2013
    • the rise of the smartphoneMost EU5 mobile phones are nowsmartphonesMaking a phone call is only the 5th mostpopular activity on a phone
    • smartphones are...Changing humandevelopmentOur gateway to theoutside worldThe way we expressourselves
    • five consequences of phones being our new canvass
    • 1 - the point and shoot camera: going the way ofthe (print) newspaper, VHS, LP....."The top end camera -we think this will survive- but the point andshoot lower end modelwill not survive in thefuture"Keitaro So, Fujifilm
    • most entry level cameras - smartphonesAccording to ICS Research, lastyear camera phones outsoldstandalone digital cameras 6:1.By 2016 the smartphone cameramarket will pass the digitalcamera market in value as well asvolumeDigital camera shipments out ofJapan dropped 42% last year,with entry level camerasparticularly hard hit
    • 2 - this has led to a photo explosion10% of all of humanity’s3.8 trillion images wastaken in the past twelvemonthsEvery 2 minutes we takemore photos than in thewhole of the 1800s
    • 3 - that now means online, we communicate throughpictures• 20% of the photos takenevery day end up onFacebook http://is.gd/H9kkan• 300 million photos areuploaded every day onFacebook http://is.gd/1vJ1il• In November 2011, 20%of (Facebook) news feedstories were photos, nowits 50% - http://is.gd/YjlyUN
    • 4 - people respond to images over wordsThe most common factor whenbuying online? The photo (67%)ahead of the product info (63%)and ratings (53%) - http://is.gd/p0qMklPosts on Facebook that include analbum, picture or video increaseengagement by 180%, 120% and100%
    • 5 - photo sharing is now photo broadcasting,with its own social mediaPhoto-sharing Short form video / gifsStory-telling and curation Longer form video
    • why bother with anyoneexcept Instagram?• Think of Vimeo versus YouTube -YouTube might have marketshare but many people preferVimeo for the community, theuser experience, the quality ofcontent• Different networks are better atstory-telling, showcasing anarrative than Instagram• Often - other networks will workwith you in promoting a concept,at far less ££
    • Do any of these havestaying power?• A look at social media maturity:• Critical mass (not the same as thebig number)• A sub-culture and a defined wayof doing things (e.g. the #selfiefor Instagram)• Their own influencers
    • my short-list
    • tadaa
    • tadaaA (largely!) selfie free zoneWorks as a standaloneapp, as well as a networkPositioning itself verymuch on the premium endof photo-sharingSoon to create an iPad aswell as iPhone app?
    • EYE EM
    • • Part of the “Silicon Allee” techscene in Berlin• iOS, Android and Windows Mobile• Among the main photo networks,the biggest competitor toInstagram, but perhaps 1/25th ofthe size• Like Tadaa, sells itself on quality• Photos grouped into ‘albums’• Very willing to work with brands• Potential to work with a network of100 ambassadors (including 3 inLondon), to organise photo-walksEYE EM
    • snapguide
    • • Visual ‘how to’ guides (iOS) - theequivalent of the old school recipecards you saw in supermarkets• Put together photos + text, alsoadd video and audio• Every topic imaginable - food,style, interiors, sport, travel,photography, tech• A social network with the ability to‘like’ and ‘comment’, but thepotential reach is bigger as youcan view the guides online, andalso embed them via html codesnapguide
    • backspaces
    • backspacesTell a story via pictures andtext - weave together a seriesof photos and a narrativeHas spread among coremobile photo enthusiasts viaword of mouth, activeInstagram influencers nowuse backspaces, and oftencross-post to EyeEm and IGMobile photo communitiesnow stage contests on there
    • be funky
    • • Both an app and a socialnetwork, aimed at a youngerdemographic• Like EyeEm makes the use ofalbums• 12 million app downloads so far -has critical mass and a good userbasebe funky
    • lomography
    • • An actual camera + an onlinecommunity, celebrating the‘analogue lifestyle’ - includes aday when they shut o! theirsmartphiones• Bene"tting from a trend in thephoto community away fromInstagram "ltration and realness• Active community of 700kFacebook fans, 700k on Tumblr• Community projects, for examplea ‘Lomo Wall’ in Washington had3k photoslomography
    • flickr
    • • The original photo-sharing network• Used to be a staple by brands(create an account, host yourcorporate pics), but now oftenoverlooked• Revamped earlier this year as partof Yahoo! making image basedcontent more of a priority(arguably Tumblr is part of thetrend)• Has meet-ups, just like Instagramand EyeEm• Has groups, under any subject areaimaginable• Like other IG-competitors, contentis generally of a higher qualityflickr
    • GOOGLE +
    • • At the moment, users spend (onaverage) less than seven minutes permonth there compared to six hourson Facebook, but: “Google is bettingthat if it can get your photos, it caneventually get your friends.” (TheVerge)• Follows acquisition of app Snapseedlast year• Google+ now integrates photostorage, redesigned feed, dataconnects posts with similar images,auto enhancement• Active mobile photo communitiesgoogle+
    • what should you do now@cloclath
    • • People communicate and share viaphotos. They respond to images.So why use heavy text based poststo make a brand point?• Text still has a role, but useengaging photos to draw people in• Consider blogging platforms suchas Tumblr (or even Jux), which arehighly visual• Encourage people to share - theywill do so anyway1 - adopt a picturefirst strategy
    • • People are going to post anyway,the first step to make sense ofwhat they are saying and tochannel the activity is the hash-tag• Not only Twitter, Vine, Instagram,becoming more common (Flickr)• Publish on your marketing materialand on pre event social media• Use it with physical prompts• Make it easy to remember andshort• Use an album name for EyeEm2 - use hash-tags toprovide prompts
    • • Social photography, social videonow have their own influencers.They are often not one and thesame as your A-list of bloggers• Find out who they are, startinviting them to events to takephotos• Court them early - find out who isactive on Vine. Right now,working with them will be low cost.That will change3 - find out who theinfluencers are
    • • We all work with people - peopledo stupid things sometimes. Ifsomeone in a customer facing roleacts in a strange or erratic way,chances are it will be captured onphoto / video• The flip-side of that, have asensible mobile photo policy whenit comes to members of the public.A flat no to taking and sharingphotos is unrealistic and counter-productive4 - build it intocustomer services
    • • The cost to entry is still low, now isa good time to try something newand to experiment• You still get PR value out of it, thecost of (say) doing something onSnapguide is not high. Manycommunities will still work with youin the value of the content, ratherthan money changing hands5 - experiment!
    • finally - the barrier to entry doesnt have to be high andcomplicated
    • thank you for listening!My visual social mediablog - http://www.8mpx.co.uk