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State of Search presentation on Brand Building and Community Building with Visual Content. You will learn about branding and community building with visuals.
State of Search presentation on Brand Building and Community Building with Visual Content. You will learn about branding and community building with visuals.
1.
@Matt_Siltala
T H E A R T & S C I E N C E O F B R A N D / C O M M U N I T Y B U I L D I N G W I T H V I S U A L S
2.
@Matt_Siltala
Content with relevant photos
or Infographics see a
increase in page
views versus
content without
images.
3.
@Matt_Siltala
Colored visuals
increase people’s
willingness to read
content by
4.
@Matt_Siltala
Visual content is
more than
more likely to be shared
on social media
5.
@Matt_Siltala
of senior marketing
executives believing
visual assets are core to
how their brand story is
communicated
of online marketers use
visual assets in their
social media marketing
6.
@Matt_Siltala
The National Center for
Biotechnology
Information found in
2015, that the average
attention span had
dropped from 12
seconds in 2000 to
7.
@Matt_Siltala
Luckily, visual
content is
consumed at a
much faster
speed than text
8.
When it comes to
making decisions
we start with our
emotions.
Studies have shown
that people are unable
to come to a decision if
they are not
emotionally influenced
in some way.
@Matt_Siltala
10.
@Matt_Siltala
FANATICS
We leverage UGC
we find on social
platforms like
Instagram, and put
the fans into our
social updates.
11.
@Matt_Siltala
We use a tool called Pixlee
to find these images, and
get the permission. The
images showcase the
products we sell, and are
more authentic than
model pictures.
FANATICS
12.
@Matt_Siltala
The WeAreFanatics blog
posts in which we focus
bringing stories for fans
to enjoy. Highly visual
content, as it tells the
story better.
FANATICS
13.
@Matt_Siltala
The jersey evolution posts are
great examples as these
appeal to all sorts of fans.
Especially when it concerns a
team which didn't win the
championship since 1908,
Cubs, fans do like the
nostalgia of the content.
FANATICS
15.
@Matt_Siltala
Learning from what fans are
searching for, we tailor the
content to the search demand
when we find a topic.
Example: What does the GSH
stands for on the Chicago Bears
jersey. We leverage our
Facebook Fan pages to
distribute the content, and get
high engagement on these.
FANATICS
20.
Visual content is
blazing the path
@Matt_Siltala
21.
My wife said that she has
not used Google to search
for anything in over 2
years, and that she uses
Pinterest because it gives
her everything she is
looking for in an easy to
consume visual format.
@Matt_Siltala
24.
@Matt_Siltala
The need a brand has for a
community that supports
and follows them
25.
@Matt_Siltala
Brands can
no longer
get away
with
“not being
on social”
26.
@Matt_Siltala
Building your brand
goes well beyond just
the “branding” of
your website.
You need to have an
identity on places like
Facebook, Instagram
and Twitter.
27.
@Matt_Siltala
Have a strong
purpose behind
your visual
content
34.
Are you sparking
a debate,
conversation,
or controversy?
@Matt_Siltala
35.
Earning links for your
visual content is
incredibly important for
branding - Because links
are important focus on
creating visual content
that will earn links.
@Matt_Siltala
52.
Instagram story:
How will you
position
yourself?
@Matt_Siltala
(offer something
unique to this
channel only and
followers will come)
53.
@Matt_Siltala
Richie Norton - (friend of mine shares how to grow business tips on his
Instagram story updates) and you can only get these behind the scene
ideas and tips from him on Instagram.
55.
THINK
How can I
capitalize on
something
like this in
my industry?
@Matt_Siltala
56.
@Matt_Siltala
Think about it being
a good place to
build community,
interact with
customers, help
them, answer
questions, share
and grow together -
crowd source them
73.
@Matt_Siltala
So what does content like
these previous examples do?
It makes me want to follow
them and be a part of their
community.
That leads to more of what
they post in front of me, that
leads to me be very familiar
with them and when I need
(or want) to purchase
something in their
industry - I will go to them.
86.
@Matt_Siltala
T H E A R T & S C I E N C E O F B R A N D / C O M M U N I T Y B U I L D I N G W I T H V I S U A L S
Editor's Notes
(collaborating with influencers and creating content that THEY want to share) it makes it much easier this way vs traditional outreach where you create the content and BEG for links.
Hank Hill always says “That boy aint right” when talking about his son. Thought it would make a good title – reference the show further. Feel free to change it though if you need to.
Pay attention to the top performing visuals on Pinterest, FB, Instagram or Twitter (for example) and repurpose those for other networks - or use them in blog posts - take smaller trimmed down versions of big infographics and make them smaller digestable ones for Instagram or make animated gifs out of them for those type of networks.