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COMBINING EYES & EARS: 
The Visual Search for Social 
BDI Visual Content Marketing Summit 
December 4, 2014
THANKSGIVING 
A time for 
family revelry…
…and perhaps a 
drink or two.
How is your brand part of the holiday?
USING YOUR EARS: 
CHOICES…
USING YOUR EARS: 
Twitter mentions: 
82,136 
…and CONVERSATION
Which brands are people talking about?
Which brands are people talking about? 
53,308 followers
And what are they saying? 
BACARDI BAILEY’S HENNESSY
And what are they saying? 
JACK 
DANIELS JIM BEAM SMIRNOFF
USING YOUR EYES
BRANDS 
are photographed 
by people 
ALL THE TIME
1.8 BILLION 
images are 
shared 
DAILY* 
*Mary Meeker 2014 Internet Trends Report
85% 
of brand photos 
have NO brand 
TEXT MENTION
Less than 2% FOLLOW 
the brand they SHARE 
@JackDaniels 
US followers: 
89,700 People showing 
Jack Daniels in 
their phot...
Partial or distorted image recognition is 
crucial
10% of all TWEETS 
include an image, but PHOTOS 
were 37% of Jack Daniels 
conversation last weekend 
Ratio of Photos to T...
What are we missing?
Jim Beam = Secret Ingredient
To understand the conversation, 
you need to look and listen 
NO TEXT REFERENCE NO PICTURE
What’s happening now? 
StreamDitto.com/
Aaron Hayes-Roth 
Brandwatch 
aaron@brandwatch.com 
@ahayesroth 
Mary Tarczynski 
Ditto Labs 
mary@ditto.us.com 
@marytarc...
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Combining Eyes and Ears: The Visual Search for Social - BDI 12/4 Visual Content Marketing Summit

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Presentation: Combining Eyes and Ears: The Visual Search for Social
Presented by: Aaron Hayes-Roth, VP of Strategic Alliances, Brandwatch & Mary Tarczynski, CMO, Ditto Labs
Photo sharing on social media only continues to grow as people capture and share their passions on a daily basis. This often includes brands - but when 85% of images don’t reference the brand name in the text, how can brands and agencies accurately measure and engage with their audiences? This session will cover some of the most common use cases for social and visual measurement and explore the insights and benefits brands and agencies can gain from using social listening and analytics across visual platforms.

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Combining Eyes and Ears: The Visual Search for Social - BDI 12/4 Visual Content Marketing Summit

  1. 1. COMBINING EYES & EARS: The Visual Search for Social BDI Visual Content Marketing Summit December 4, 2014
  2. 2. THANKSGIVING A time for family revelry…
  3. 3. …and perhaps a drink or two.
  4. 4. How is your brand part of the holiday?
  5. 5. USING YOUR EARS: CHOICES…
  6. 6. USING YOUR EARS: Twitter mentions: 82,136 …and CONVERSATION
  7. 7. Which brands are people talking about?
  8. 8. Which brands are people talking about? 53,308 followers
  9. 9. And what are they saying? BACARDI BAILEY’S HENNESSY
  10. 10. And what are they saying? JACK DANIELS JIM BEAM SMIRNOFF
  11. 11. USING YOUR EYES
  12. 12. BRANDS are photographed by people ALL THE TIME
  13. 13. 1.8 BILLION images are shared DAILY* *Mary Meeker 2014 Internet Trends Report
  14. 14. 85% of brand photos have NO brand TEXT MENTION
  15. 15. Less than 2% FOLLOW the brand they SHARE @JackDaniels US followers: 89,700 People showing Jack Daniels in their photos: 24,152 2,969 People who mention “Jack” or “Daniels” in text People who have a Jack Daniels photo and follow brand 161
  16. 16. Partial or distorted image recognition is crucial
  17. 17. 10% of all TWEETS include an image, but PHOTOS were 37% of Jack Daniels conversation last weekend Ratio of Photos to Text Mentions - Thanksgiving Aaron 8% 4% 8% 37% 21% 32% 40% 35% 30% 25% 20% 15% 10% 5% 0% Bacardi Baily's Hennessy Jack Daniel's Jim Beam Smirnoff 2014
  18. 18. What are we missing?
  19. 19. Jim Beam = Secret Ingredient
  20. 20. To understand the conversation, you need to look and listen NO TEXT REFERENCE NO PICTURE
  21. 21. What’s happening now? StreamDitto.com/
  22. 22. Aaron Hayes-Roth Brandwatch aaron@brandwatch.com @ahayesroth Mary Tarczynski Ditto Labs mary@ditto.us.com @marytarczynski

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