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Imagery & Imagination: Storytelling Through Social Media

Imagine Pittsburgh, the Green Building Alliance and the Master Builders' Association united for this social media program on how to effectively promote your company through images and videos. A panel of experts discussed tools, best practices and opportunities.

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Imagery & Imagination: Storytelling Through Social Media

  1. 1. IMAGERY & IMAGINATION: STORYTELLING THROUGH SOCIAL MEDIA Wednesday, September 3, 2014 MBA Headquarters
  2. 2. Welcome to….
  3. 3. Imagery & Imagination Hosted by the Master Builders’ Association in conjunction with our friends:
  4. 4. Agenda  Introduction  Panel Opening Remarks  Image Sharing Sites  Best Practices  Issues & Challenges  Construction Social Media Stars
  5. 5. Imagery & Imagination 63% of social media is made up of images!!!!
  6. 6. Imagery & Imagination Over half of all Internet users have reposted a photo or video they found online. This is one of the most reposted photos of all time.
  7. 7. Imagery & Imagination 3.3 million Retweets 2 million Favorites
  8. 8. Imagery & Imagination Content with relevant images gets 94% more views than content without images.
  9. 9. Imagery & Imagination Content with relevant images gets 94% more views than content without images. The leading cause of fatalities in construction is falls. The MBA hosts an annual Fall Protection Competent Training.
  10. 10. Imagery & Imagination Tweets with images receive 150% more retweets!
  11. 11. Imagery & Imagination The brain processes visuals 60,000 times faster than it does text.
  12. 12. Imagine Pittsburgh An initiative of the Allegheny Conference on Community Development
  13. 13. Other Allegheny Conference Social Media Brands
  14. 14. Other Conference Initiatives with Social Media channels
  15. 15. A virtual concierge for people looking to advance their careers in the 10-county region. Its job search engine is a one-stop shop, updated nightly from more than 900 sources including corporate websites and such job boards as Monster, Career Builder and LinkedIn. There are more than 25,000 jobs available in the region today.
  16. 16.
  17. 17. Employer/Sponsor Profile
  18. 18. Employer/Sponsor Profile
  19. 19. Employer/Sponsor Profile
  20. 20. Many Neighbors to Connect With
  21. 21. We use all of these, but Facebook and Twitter most. Find Facebook gets more traction with Latino web users Instagram with 18-24 year-olds.
  22. 22. Making otherwise dry content attractive
  23. 23. Highlighting young entrepreneurs
  24. 24. Tapping into celebrity following
  25. 25. Tapping into audiences who don’t know us, but should
  26. 26. Green Building Alliance  Take a few shots to capture expression
  27. 27. Green Building Alliance  Take a few shots to capture expression
  28. 28. Green Building Alliance  Take multiple shots to avoid the dreaded closed-eye
  29. 29. Green Building Alliance  Use the grid! Rule of thirds can make or break an image.
  30. 30. Green Building Alliance  Don’t forget you can get a different and more interesting perspective by simply lowering yourself a few inches below eyelevel (get your knees dirty) or by finding a step to elevate your shot (climb a chair).  Especially helpful for shooting subjects such as objects, buildings, crowds, etc.
  31. 31. How does the MBA use images?  Show construction activity  Promote our members and industry allies  Tell the MBA story  Market upcoming events  Capture past events – Store on Flickr  Fun games
  32. 32. How does the MBA use images? Facebook
  33. 33. How does the MBA use images? LinkedIn
  34. 34. How does the MBA use images? Twitter
  35. 35. How does the MBA use images? YouTube
  36. 36. How does IKM use images?
  37. 37. Expanded reach… MBA’s 866 followers ikminc’s 1,122 followers
  38. 38. Using Images in Facebook
  39. 39. Images in Facebook  Cover photo – change monthly  Posts – 1x/week; 3x/week; daily  Upload link videos 1x/month  Photo albums, action shots, candid shots, event photos
  40. 40. “Cheat Sheet” k-image-dimensions/
  41. 41. Using Images in Twitter
  42. 42. Images in Twitter  Now has the ability to display inline images to Tweets. Works with images uploaded directly to Twitter  Also works with Buffer’s browser extension  Applies also to Vine videos SOURCE: for-clicks-retweets-and-favorites
  43. 43. Examples of AEC Tweets with Images
  44. 44. Twitter Image Sizes Source: Source:
  45. 45. Giffysnap
  46. 46. Sprout Social allows scheduling with photos to multiple platforms & accounts
  47. 47. Also creates weekly reports; create your own
  48. 48. Using Images in LinkedIn
  49. 49. Images in LinkedIn LinkedIn is the world’s largest professional network – 225 million +
  50. 50. Images in LinkedIn LinkedIn is a professional site that’s content heavy, but you can enhance your content with images: Poll shows that Wolf's lead over Corbett is widening. @Triblive @melissamdaniels Poll shows Wolf's lead over Corbett widening A summer of campaigning and advertising did little to revive Republican Gov. Tom Corbett's moribund popularity among Pennsylvania voters, the latest figures show. The results ...
  51. 51. Images in LinkedIn A good example of enhancing your content with an image. Pittsburgh's office vacancy ranks third lowest in the country Behind only Manhattan and San Francisco in terms of available office space, according to CBRE report.
  52. 52. LinkedIn Image Sizes Source:
  53. 53. Images in LinkedIn The profile picture is an excellent opportunity to enhance the look of your profile so give it some thought:
  54. 54. Images in LinkedIn And now some examples of bad profile pictures:
  55. 55. Images in LinkedIn And no image at all is just as bad….
  56. 56. Images in LinkedIn Ways to VISUALLY improve your LinkedIn profile  Add /edit profile  Add Slideshare and/or Behance  Place images appropriately throughout profiles  Include images in posting
  57. 57. Photo Editing Tools
  58. 58. Photo Editing Tools  Adobe Photoshop CC  Expensive  Powerful  Challenging to use - too many features to summarize  Resize, Color-correct, Add text
  59. 59. Photoshop Examples
  60. 60. Photo Editing Tools  Pixlr  Free, Mobile photo editing app  More than 600 effects, overlays, and borders and lets you do all the main things you'd expect from a photo editor, from cropping and re-sizing to removing red-eye and whitening teeth  Gimp  Free, Open Source photo editor  Painting tools, color correction, cloning, selection, and enhancement.  PicMonkey  Free, no sign up required for use  Someone who has never edited in a photo editing program before could use this pretty easily.  Can access anywhere you have internet service.
  61. 61. Photo Editing Tools  Canva  Free, some paid options  Described as a Blogging tool  Drag and drop, add text, add backgrounds, etc
  62. 62. Example: Canva Facebook Cover Image
  63. 63.
  64. 64. Flickr  Photo sharing site  Beautiful on screen interface, portfolio site  Allows interaction with community in the form of  Favorites  Comments  Who’s using it well?  MBA of WPA  Nello Construction
  65. 65. What to share on Flickr  Great place to share events:  Ground Breakings  Ribbon Cuttings  Topping off ceremonies  Company events: picnics, holiday parties, award ceremonies, golf outings, fundraisers, charity events  Conferences/Speaking engagements
  66. 66. MBA Flickr
  67. 67. Flickr Pros and Cons PROS CONS  Free with sign up  1TB of Space  Drag and Drop upload  Max Photo size 200 MB  Max Video 1 GB  Collections, sets galleries for organizing  Tagging  Easy to share  A tad difficult to search  Another place to build community  Not for photo editing  Aviary, Pixlr, Photoshop Express
  68. 68. YouTube
  69. 69. YouTube  Online Video sharing site  Over 1 Billion Views per day  Create and share video content that’s relevant to what your ideal customer is searching for on the Internet.
  70. 70. YouTube
  71. 71. What to share on YouTube  Intro Trailer video – Who you are, What you do  Stats to Benchmark who you are  Customer Success Story/Testimonials  Answer FAQs  Teach Something – Create How To Videos  Behind the scenes  Company activities, personnel, culture
  72. 72. YouTube Pros & Cons PROS CONS  Free to upload  Free to create channel  Globally recognized  Videos can be longer  Videos can be embedded in your site  It’s Free…You have little control  “Noisy” space – difficult to get your messages found and heard  Difficult/costly to create videos  You may draw attention to your competitors  Vulgar videos readily available
  73. 73. Micro Video – Vine & Instagram
  74. 74. Vine & Instagram  Vine – Twitter’s 6 second video  Instagram’s Video – 15 second video  Start a conversation with customers  Highlight brand advocates  Display your work. A quick update at the site?  Show your office  Promote activities at your conference booth
  75. 75. Six Steps to get started with Vine 1. Download and install the Vine app. 2. Create a Vine account using your Twitter profile or email address. 3. Find people to follow by going to your profile and clicking the People icon at the top right of your screen. You can also go to your settings and use the Find People option under Friends. 4. Connect your Facebook account to share videos on Facebook as well (personal profiles only). 5. Click the video camera icon to start recording videos. Tap your finger on the screen to record and release to stop recording. 6. When you’re finished, click Continue to share your video on Vine, Twitter and Facebook.
  76. 76. Instagram: Younger Audience
  77. 77. Micro Video Pros & Cons PROS CONS  Quick, easy  Adds video  Lower level of quality is acceptable  Opportunity for fun, human interaction  Adds video  Not your audience demographic  Short, difficult to convey message
  78. 78. The Spotlight
  79. 79. Local Image Stars Green Building Alliance: Bradd Celidonia – Imagine Pittsburgh: Bill Flanagan – Bonnie Pfister – Master Builders’ Association: Jon O’Brien – IKM, Inc.: Patty Swisher –
  80. 80. Where to Look Outside the Region  Layton Construction:  PC Construction:  Sundt Construction:
  81. 81. Thank You For Attending A follow up email will be sent shortly requesting your feedback on today’s program. Make sure you signed in and entered your email address.