Let's Get Visual: Using Images to Amplify Your Social Media Strategy


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Presented at Visit Pittsburgh's event, "Tweet, Like + Be Social" on May 31, 2013

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Let's Get Visual: Using Images to Amplify Your Social Media Strategy

  1. 1. let’s get visualusing images to amplify your social strategyPresented By Deanna Ferrari | May 31, 2013
  2. 2. about me
  3. 3. How much does a hipster weigh? An Instagram"Im 39, so every image of my childhoodalready looks like Instagram.” – Shawn Graham,PodCamp Pittsburgh 2012#dumbinstagramjokes
  4. 4. OK, enough of the bad jokes…let’s get this visual party started
  5. 5. first things first, visuals are powerful & stay with us
  6. 6. the same goes for images in marketing
  7. 7. and social media is no different
  8. 8. so, why use visuals in social?Sources: http://corp.wishpond.com/blog/2013/01/10/infographic-the-impact-of-photos-on-facebook-engagement/ &http://blog.marketo.com/blog/2013/03/what-your-instagram-filter-says-about-you-infographic.html
  9. 9. Source: http://www.marketingprofs.com/articles/2013/10779/four-steps-for-using-images-in-your-brands-social-strategy
  10. 10. setting your strategy• Determine what networks you’ll use (the more visual, the better – think:Instagram)• Decide what you want to achieve (likes, shares, click-throughs to your e-comm site, etc.)• Determine how you’ll collect images (Company images? Photos taken ofproduct/service on your phone? Photos created by a designer? Fanphotos? All of the above?)• Create images that are visually appealing and shareable• Create images both ahead of time and as they happen• Put together a content calendar so you’re organized and on-task• Implement, then analyze to see what’s engaging your fans and what’s not• Refine as needed, and keep posting based on your insights• Report key findings to see if you met your goals• Keep things FRESH!
  11. 11. creating vs. curating contentGeneration Aggregation CurationBrand-created, originalowned content (websiteimages, taking a photo onyour phone of your product,etc.)Syndicating brand- and user-created contentautomatically (like an RSSfeed).More thoughtful aggregation(both brand- and user-created), with context andcommentary behind it.Example: Brand Instagramaccount and Facebook pageExample: RTing images onTwitter, a feed on yourwebsite that pulls in userimages using a hashtag, etc.Example: Pinterest board,Tumblr of pertinent imagesthat represent your brandKeeping images fresh is tough, so the best approach is to have a mixof brand-created content AND user-created content, a mix ofgenerating, aggregating, and curating. So, what’s the difference?REMEMBER: Be sure to cite all content that is NOT created by you, linking back to theoriginal source and giving credit. It’s best to work with your legal counsel when developingyour strategy to ensure your complying with company policies and procedures.
  12. 12. cross-promotionSource: http://mashable.com/2013/03/04/twitter-instagram-infographic/It’s OK to post images to more than one of your social media sites. Just don’t do it atthe exact same time, all the time. And be mindful that you can no longer viewInstagram photos within the Twitter platform (womp, womp.) Quick tips:
  13. 13. quick case studies
  14. 14. lululemon Instagrams Its Brand ManifestoOverview: lululemon’s brand manifesto is not only displayed on their shoppingbags, but all over their social media channels. This is portrayed daily onInstagram, from photos of yoga in action, to challenges like #readysetgoalsWhy it works for them: Fans are continually engaged – from hashtaggedchallenges, to beautiful imagery to witty pictures, each image is shareable andconveys their message without saying a word, invoking a feeling.Source: http://instagram.com/lululemon
  15. 15. Taco Bell Gets Snap-ChattingOverview: Taco Bell knew its fans were “obsessed” with the BeefyCrunch Burrito so they made a Snapchat account for a special offer.Why it works for them: Reaches the target audience of Taco Bell. Thisaudience doesn’t have time for lengthy, forced messaging. Taco Bellemulates what its fans are doing on the platform, showcasing theproduct and treating fans like personal friends and not consumers.Source: http://techcrunch.com/2013/05/01/taco-bell-joins-snapchat/
  16. 16. Modcloth + Tumblr =A Match Made in Fashion HeavenOverview: Instead of saying, “Look at us!” Modcloth says, “Look at you!” The brandincorporates a mix of fashion bloggers to show style inspiration, as well as utilizes the“ModStylists” to answer fan questions about styling outfits.Why it works for them: Modcloth knows its fans want to get inspired and do someresearch before making a purchase (as well as their demographic lives on Tumblr),so it’s the perfect place to be.Source: http://modcloth.tumblr.com
  17. 17. Boo Dominates Facebook, Possibly The WorldOverview: Boo is a dog. He is adorable. That’s really all you need to know.Why it works for him (er, his owner): People like looking at cute animals.It’s why zoos are so popular on social media sites. Combine that face plus awitty description and you will get crazy engagement numbers (and bookdeals), too. 12,000 shares, anyone?Source: https://www.facebook.com/Boo
  18. 18. Let’s Talk About BuzzfeedOverview: Buzzfeed provides a snapshot of "the viral web in real-time.” Ittakes all that is good about the Internet, packaging it into visually-dominating articles. It works so well, that it just inked a deal with CNN tocreate a YouTube channel with news and humor to reach that youngercore audience.Why it works for them: BuzzFeed knows its target audience: folks who arein front of a computer all day but arent working the whole time--whatthey call the “Bored At Work network,” who are looking for “snack-sizedentertainment.” Couple that with photos and boom -- engagement. Theytarget their sweet spot -- 25-34 year-old “super-sharers.”Source: http://www.fastcompany.com/3007481/how-buzzfeed-makes-everything-go-viral
  19. 19. Buzzfeed Wins The Internet
  20. 20. Brands + BuzzfeedOverview: Virgin and BuzzFeed joined forces to develop a social contentstrategy, allowing them to stand apart in the telcom market. When Instagrambecame available on Android, Virgin was quick to react, publishing the post “11Things No One Wants To See You Instagram.”Why it worked for them: The article engaged readers with timely, fun, and brand-relevant content. It reinforced Virgin’s position as a company in tune with popculture and mobile trends.Source: http://www.buzzfeed.com/download/casestudies
  21. 21. Non-profits & Disaster Relief Get a Boost18 tornadoes struck northern Texas including the town ofGranbury, causing vast damage, injuries and deaths. Instead of just askingfor donations on social media, disaster relief workers tweeted andInstagrammed photos of the damage to make an impact that help andfunds were needed badly. The images spoke for themselves.
  22. 22. What About Twitter?Twitter is a bit less visual up front, as you need to click “view photo” in thetweet stream. But it is still important to incorporate visuals. In fact, morethan one-third (36%) of all links shared on Twitter point to an image.Source: http://www.mediabistro.com/alltwitter/twitter-images_b40570
  23. 23. Visual Tweets: The Good, The Bad & The Crazy
  24. 24. Measuring Your Visual Social StrategySo you integrated visuals into your social strategy, now what? You want to see theresults. In order to get the best analytics, you may need a mix of platforms, includinga CMS. Here’s a quick breakdown of tools to see how well your photos are doing.Free Paid Other ResourcesStatigram (Instagram) Venueseen (Instagram) Digital Marketing Analytics(book) by Chuck Hemann & KenBurbaryPinterest Web Analytics Twitter Analytics (available forpromoted tweets & accounts)Social Media Metrics forDummies (book) by LesliePostonFacebook Insights Salesforce Buddy Media Top 10 Social Media Ebooks of2012 (Salesforce Blog)Union Metrics (Tumblr)SimplyMeasured
  25. 25. Takeaways• Know your audience and what networks they’re on• Have an image-sharing strategy (are you going to generate,aggregate, curate, or all of the above?)• Measure, analyze and refine• Don’t over-selfie• If all else fails, just copy what Boo & Buzzfeed do
  26. 26. thank you!questions?deannaferrari@gmail.com| @dferrari on Twitter | about.me/dferrari