How to Use Visual Social Media to Tell Your Story


Published on

This was a custom presentation created for a nonprofit organization focused on helping improved fisheries and the oceans.

Published in: Marketing, Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Greeting. Bio. Purpose of presentation. If Oceans’ has more of its thought leaders creating their own voice online and sharing the story through social. Build their social klout, be more personable. Show that you can tweet and ask questions to specific people at Oceans.
  • Review of Oceans’ Story.You naturally benefit from being an organization with such a beautiful, impactful mission where you are so close to the very world you’re hoping to improve.
  • I am here to help each and every one of you become a vessel to spread Oceans’ amazing stories. Oceans’ potential reach is a function of all of it’s entire employee base. And your work will be inherently easier if we all work together to make your mission and stories head louder.
  • And the good news is, we are living in the world where the technology is also working in our favor. We live in a world where not only is it natural for us to share content across social networks, but it encouraged and enjoyed. This social internet culture is one where humans crave visual content and admire it from their monitors, home computers and mobile phones.Today we’re going to bring those two pieces together: Discuss the social tools we have available to tell Oceans’ stories, and then talk about the power of visuals and why visuals particularly will make this medium incredibly powerful for you.
  • Before we begin, I’d like to pose a few questions to the group. Who are using social channels today? Who is using it to share their work? Visuals or text?Do you believe your target audience is using social media today?
  • Turns out, they are. Pew research broke out social media consumption by age group, and if you look at the 18-64 group as a whole, 70% of that group is using social channels. Reference:
  • … And a large portion of that social media consumption comes from Facebook. Facebook is the largest of the social networks considering active users. 71% of online adults are using Facebook on a regular basis (Pew Research)
  • AmericanFishieries society is a professional society for fishieries scientists. Respondents
  • So now we’ve discussed the vast usage of social channels, but why is visual content an opportunity specifically? This opportunity comes from a technology shift, where visual content now is both emphasized and consumed more than text-based media.
  • … And a lot of this visual shift was caused by technology advancements invented by Facebook, largely by the new invention of “Facebook Timeline” and many other enhancements that prioritize visual content on the network through the size and placement of the images.
  • And if these changes in social networks’ appearance and functionality wasn’t enough to prove that Facebook was truly betting on images as the future for social networking, it’s 1B dollar purchase of Instagram, a then completing visual network, surely was the proof that hit it home. So now from here … show you some before and after examples.
  • Take a look at Facebook around approximately 2010, not too long ago. Newsfeed on Facebook. What you’ll notice is all social networks have some sort of feed component.
  • And look at it now … a Facebook previously full of text-based posts is now full of visuals.
  • Even LinkedIn, a mainly business-focused network with over 259 million users, is adapting to these visual changes by better showcasing images on their network.
  • Here is a view of the home screen of LinkedIn about 6 years ago.
  • And here is today. LinkedIn, even a business-focused site, is taking advantage of the use of visuals on its network and making it easier for uses to showcase visual content to their audiences.
  • Here is a view of the home screen of Twitter about 6 years ago. It is very basic, and only features “what is happening” vs. being focused on content.
  • Now Twitter features image, videos, and lets organizations customize their individual pages.
  • But one final question. Yes, social networks are featuring visual content more. But has this changed social users’ behavior by encouraging them to post more visual content as well?
  • The answer is yes. Publishing of visual content, specifically photos, has grown from 45% to 52% in one year. Showing that not only are they consuming more visual content, they’re contributing more as well.
  • We understand that visuals are now the trend. However, at the end of the day we want something that will work and be effective in Oceans’ communication strategy. Well, we have good news again …
  • Turns out that visuals are processed at 60,000 times faster in the brain than text. Which makes sense – we evaluate the every day world with our eyes. We are trained from birth to analyze our surroundings and come conclusions using visuals.
  • And the fact that visuals are processed faster will be very helpful to us. Guess what this statistic is? [Build] It’s the average attention span of an adult in 2013. And even more interesting it turns out it’s shrinking. [BUILD] In fact, it was 12 seconds in 2000.
  • The rise of visuals are causing humans to interact with social content more often as well. This is original research I did in order to learn how people interacted with visual content on Facebook vs. text-based content. And I found that visuals received 104% more comments and 53% more “likes” than text-based posts. People who view visuals feel more encouraged to interact with them, which is helpful for us as communicators because “Likes” and “Comments” are a mechanism that help the content we offer be shared further. We get expanded reach of our message through this type of content.
  • But I want to put my money where my mouth is and give you all the chance to experience this for yourself. Can you truly absorb an idea -- or better, an emotion -- from a visual more quickly and effectively than text. Let’s walk through a few examples … I will show you a short story via text, and then I will show you a visual. From there, we can discuss how they moved or educated you differently.
  • Text 1
  • Visual 1
  • Text 2
  • Visual 2Photo Source: ADREES LATIF / Reuters
  • Text 3
  • Visual 3
  • 60,000X
  • 13 photo examples.
  • >>14,909 likes>> ASPCA logo on girls’ tshirt.>> Unique expression by the dog. >> About the dog, not the girl.
  • – Oceans’ Champions: Work with policy makers. Political voice for the ocean. Policy-focused organization still using compelling images.
  • >> Really impactful image that tells a story without words.>> Child, implying looking toward the future. He’s in white, implying purity.>> Discovering trash! >> You can imagine how a conversation with a policy maker might be slightly different if he/she saw this image first.
  • >> 94 likes, NOAA Fisheries>> Happy person, doing her job. Making real discoveries. >> Great example of a governmental body that is still social media-friendly and showing that the org is real people doing real work. >> Makes the mission **more tangible** by showing the faces of the people working to make an impact.
  • >> 1971 likes>> Sad man, walking away with his comfort kit. Normal guy!>> Great example of a graphic with a text overlay for additional context.>> Good example of an image that educates, makes a point, and has an emotional impact.
  • >> 101,799 likes! (Also a testament to National Geographic’s enormous audience.)>> Great example of strong, dramatic photocontent. >> Uses the power of beauty to compel people to care about the mission.
  • From Twitter:
  • >> 241 Retweets on Twitter>> Simple photo – not professional. Anyone could have taken this. >> Great image of seeing what’s being done on the ground and how children are being helped.>> Also can see the line of children waiting for the vaccine, making it clear the organization is helping many kids.
  • Inforgraphic on Facebook
  • >> This organization is Ocean Health Index>> They wanted to educate users on some key data points using an interesting visual approach.>> The visual data not only catches your eye, it makes it easier to understand>> Infographics can be relatively easy to recreate in tools like PowerPoint.
  • From Instagram
  • >> 2,424 Instagram likes>> Great story of these boys’ happiness after receiving clean water.>> Creative use of visual effects, focus (literally) on the boys. >> Also a great way to give their donors satisfaction – they can see the happiness their contributions can have.
  • From Twitter:
  • >> Great example of an individual working for this nonprofit (Room to Read) sharing content on her own. >> This is a casual image via a phone, which shows the type of work this organization does. >> The boy is very engaged and focused. This education is clearly valuing him. You can see the actual people this organization helps.
  • >> Shows off the amazing wildlife the organization works with.>> Look at the amazing things this organization sees on a regular basis! Wouldn’t be amazing to work with them. >> Another example of making the organization very personable.
  • From LinkedIn:
  • >> 57 LinkedIn Likes>> Dramatic, unique-looking animal. >> This organization used the photo as an opportunity to get people’s attention and then educate them about the animal. >> Also a very simple photo that is still very intriguing.
  • From Instagram:
  • >> 923 Instagram likes, Organization is Pencils of Promise>> This is an image meant to make a political statement>> It is as simple as some light text overlap on a nice image of a girl. >> Puts a face to the mission. It’s not just about helping girls, it’s about helping THIS girl.
  • >> 13,846 likes and 13,023 shares!>> Great example of using the element of surprise to create intrigue>> These became a meme, or a highly shared piece of content>> Example of an image that takes thought, not visual prowess.>> Also, graphically speaking, it was incredibly easy to create with only a small text overlay on an image.
  • This is the section where we get to help you all become communicators. Imagine the increase in the amount of content the Oceans’ staff would be producing if everyone in this room starting posting at least one post a week to social. Imagine if everyone posted a photo per day! The amount of content about Oceans’ and the Oceans’ mission would rise, and the potential audience that Oceans’ could education and influence would rise as well. It’s a collaborative effort.Now, let’s go through each network step-by-step to see how it’s used, who is already using it well, and how you all could post to that network as soon as today.
  • 645 Million Twitter users. What makes Twitter unique, is the fact that each post needs to be fewer than 140 characters. It’s used to post short snippets, interesting links, and now photos. In fact, you can see how well the photo stands out on this stream. Images have a strong potential to be found on Twitter, which is good, because the volume of posts on Twitter is much higher than other networks. (There are 58 million tweets posted per day.)
  • Great example of a nonprofit on Twitter is Charity water. Almost all of their posts (or Tweets) on Twitter are images, making for an incredibly impactful stream of content.
  • A reporter from the Guardian tweeted @EDFOceans to participate in an ‘eco-audit’ (live blog of comments from NGOs).
  • Our EU Director Britt contacted him with her comment.
  • Her comment was included in said eco-audit.
  • He then quoted her in his follow up story (bottom right).
  • We already mentioned that Facebook is an incredibly widely used social network with over a billion uses. People use Facebook to post text, images, links, and more. It’s probably the most social of the social networks, where it’s widely used to connect with people and information that users really like. Humans have “profiles” and businesses have “pages.” Businesses are encouraged to be as human as possible on Facebook by showing it’s personable side.
  • A great nonprofit using Facebook is The Breast Cancer site. What I like about them, is they mix images, photos, and graphics with text throughout their posts. They are also taking advantage of the very social nature of Facebook where users can “like” and comment on things by encouraging it in the images itself.These types of graphics can be made as simply as taking an image into PowerPoint to add graphic elements.
  • Since we understand that Facebook is most often used for personal use, we don’t expect you to use it for your Oceans’ communications. In this case, it would be great if any images you capture can be saved and sent to Violet directly to be shared on your organization’s Facebook page.
  • Instagram is a smaller network with 152 million users, and is primarily used for sharing photos exclusively. Photographers and people doing cool and interesting things in cool places use Instagram to document their experiences and share visuals with their network.
  • National Wildlife Foundation has a beautiful instagram page, featuring powerful images of their animals.
  • Instagram is a mobile app, and can only be used on a phone. This is why it’s so easy to share photos taking via the phone on the go.
  • With 540 million users, Google+ is Google’s own social network. And while the number of people who use Google+ purely to post content and interact with other is low, there are benefits to regularly contributing content, especially visual content.
  • For example, Kiva is group a fundraising organization with a very active Google+ page.
  • And you can see that a recent post and image that Kiva shares comes up on the Google homepage when you search for the organization.
  • Google+ Hangouts on Air is another interesting feature of the network. Users use Hangouts on Air to launch a livestream, or a live broadcast straight from the computer. Any user can host an audience up to 10 users. Some nonprofits have partnered with Google or other organizations to have larger broadcasts without an attendee limit. This might be an interesting opportunity for the communications team to have a larger broadcast for people to tune in at home. For reference:
  • LinkedIn, the most business-focused network, has 259 million users. Like Facebook, an individual can have their own profile, and an organization can have a Company page.
  • Ashoka has an interesting company page, where they use it to show off infographics and other data-driven images.
  • Rahel from EDF oceans posted in the Marine Fisheries Network on LinkedIn.
  • Then, a catch share critic commented with a question.
  • Rahel then provided substantive information. This is a great example of a conversation that might not have happened if she hadn’t posted to LinkedIn.
  • If you all choose one network to use for your own personal communication, I encourage you to use LinkedIn. The audience is very professional in nature, and it will be very helpful for you to grow your own thought leadership on LinkedIn. The following is how you share content and images via your LinkedIn personal profile.
  • And finally, you can always email your great images to the communications tool directly. Mobile phones make it really easy to take photos directly via your phone and share it via a social network of right from email. Here’s how:
  • Mention there will be organizational assistance and training to go into details.
  • How to Use Visual Social Media to Tell Your Story

    1. 1. How to Use Visual Social Media to Tell Your Story Rebecca Corliss HubSpot
    2. 2. 3
    3. 3. Today’s Agenda 1 The Visual Shift 2 Using Visuals as a Story Telling Tool 3 Exercise: Examining Visual Stories 4 [10-Minute Break] Lead
    4. 4. Today’s Agenda 5 1 Overview of Social Tools 6 2 Exercise: Telling Oceans’ Stories 7 3 Discussion: Telling Oceans’ Stories 8 4 Wrap Up Lead
    5. 5. 1 THE VISUAL SHIFT
    6. 6. Averaging At 70% Pew Research 7
    7. 7. Pew Research 8
    8. 8. 9
    9. 9. 75% of American Fisheries Society members indicated that they use social media. Of those who use social media: • 87% use social media for networking • 76% communicate scientific findings with the public • 69% use it for constituent/public outreach 10
    11. 11. Began with Facebook
    12. 12. 2012
    13. 13. ` Past Past
    14. 14. Present
    15. 15. Past
    16. 16. Present
    17. 17. Past
    18. 18. Present
    19. 19. Our Takeaways: Social networks are a vastly used communication tool, accessed by 70% of the adult world and 74% of Congress.
    20. 20. Our Takeaways: At the same time, technology is changing to feature images more highly than text.
    21. 21. Our Takeaways: The technology shift also is training users to contribute more photos in their own communications.
    22. 22. Next Step: Now let’s discuss how we we should use visuals specifically to amplify Oceans’ Story.
    24. 24. FACT: Visuals are processed 60,000 times faster in the brain than text. Zabisco
    25. 25. Average Attention Span in 2013: 8 Seconds (It was 12 seconds in 2000.) National Center for Biotechnology Information, U.S. National Library of Medicine
    26. 26. Example Visuals Impact on Emotion
    27. 27. My father cried at my wedding. It was beautiful.
    28. 28. A couple pauses between salvaging through the remains of their home after a tornado devastated Moore, Oklahoma.
    29. 29. It’s a struggle to improve panda survival rate. A quarter of male pandas die in the first year.
    30. 30. Discussion Why do you think the visual had a different impact than the text?
    31. 31. Our Takeaways: The human brain process images faster than text.
    32. 32. Our Takeaways: Humans’ attention span on average is only eight seconds, and it is slowly shrinking.
    33. 33. Our Takeaways: Images have a unique power to convey a story and emotion with greater impact than text.
    34. 34. Next Step: Let’s review other other nonprofits’ stories and see how well we are able to understand their stories.
    36. 36. Exercise 1. Look at the image examples shared online. 1. Discussion: What story is the company hoping to tell?
    37. 37. `
    38. 38. `
    39. 39. Our Takeaways: Nonprofits can use visuals to evoke emotion with their target audiences.
    40. 40. Our Takeaways: Social images can help communicate key ideas to help organizations better accomplish their goals.
    41. 41. Next Step: We will review the different social networks and how you can use them to accomplish your goals.
    42. 42. 10-Minute Break
    44. 44. Social Networks For Review 1 Twitter 5 LinkedIn 2 Facebook 6 Mobile 3 Instagram 4 Google+ Lead
    45. 45. 1. Twitter
    46. 46. Charity:Water
    47. 47. Twitter & The Media
    48. 48. How to Post to Twitter Click camera icon.
    49. 49. How to Post to Twitter Select your image.
    50. 50. How to Post to Twitter Write your caption & share
    51. 51. 2. Facebook
    52. 52. The Breast Cancer Site
    53. 53. How to Share with Oceans’ Facebook Collect Images for Violet
    54. 54. 3. Instagram
    55. 55. National Wildlife Foundation
    56. 56. How to Post to Instagram Click camera & take photo.
    57. 57. How to Post to Instagram Add effects, caption, & share.
    58. 58. Google +
    59. 59. Kiva
    60. 60. Kiva on
    61. 61. Google+ Hangouts On Air
    62. 62. LinkedIn
    63. 63. Ashoka
    64. 64. Connecting on LinkedIn
    65. 65. How to Post to LinkedIn Click the paperclip.
    66. 66. How to Post to LinkedIn Select your image.
    67. 67. How to Post to LinkedIn Write caption & click share.
    68. 68. How to Email via Mobile Click share icon. Select mail.
    69. 69. How to Email via Mobile Write email & hit send.
    70. 70. Discussion How could you imagine using these tools on a regular basis?
    72. 72. Exercise 1. Pair up with the person next to you. 2. Pick three ideas that relate to main Oceans’ story that want to tell. 1. Imagine two visuals you could use to tell each story.
    74. 74. Discussion 1. Please pick one visual to share. 2. Group: What other visuals could tell that story? 1. How could you imagine capturing this image considering your daily activities?
    75. 75. 7 GROUP WRAP UP
    76. 76. Use social media to communicate with your target audience.
    77. 77. Start thinking about the visuals you can capture each day.
    78. 78. Try integrating social into your weekly activities.
    79. 79. Take advantage of the emotional impact of visuals.
    80. 80. Use social to better educate your stakeholders.
    81. 81. Discussion What is one thing you are going to do differently to help impact Oceans’ story telling potential?
    82. 82. Thank You Rebecca Corliss HubSpot