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The New Marketing Reality: Visual Content

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With the rise of social media outlets like Vine, Snapchat and Tumblr, there's a clear evolution toward content that is more and more short-form. Longer videos and blogs are being replaced with six-second clips, short GIFs and 140-character quips.

This 90-minute webinar for those working with social media will discuss how to adapt to the always-changing digital world, with emphasis on a few effective practices for making content shorter and more engaging. It will provide examples of brands that have done so and discuss why they've been so successful.

Published in: Business, Technology
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The New Marketing Reality: Visual Content

  1. 1. THE NEW MARKETING REALITY: VISUAL CONTENT PRESENTED BY CARA FRIEDMAN, SR. DIRECTOR, MARKETING TUESDAY, JULY 23, 2013 http://slideshare.com/likeable http://likeable.com #likeable
  2. 2. TODAY'S PRESENTER Cara Friedman Senior Director, Marketing Likeable Media @Caraizzle #likeable
  3. 3. WHAT'S INSIDE • Meet Likeable • Overview of Content Marketing • What is Visual Content? • Brands and Visual Content #likeable • Do’s And Don’t’s For Visual Content • Visual Content in 5 Easy Steps • Q&A, Feedback & Grand Prize
  4. 4. HAVE A QUESTION? Tweet questions to @LikeableMedia or use the hashtag #likeable Ask questions on our Facebook page at fb.com/LikeableMedia Use the chat bar in GoToWebinar to ask questions! #likeable
  5. 5. MEET LIKEABLE
  6. 6. TIMELINE #likeable
  7. 7. MEET OUR CLIENTS #likeable
  8. 8. SOCIAL MEDIA STATS #likeable
  9. 9. FACEBOOK STATS #likeable
  10. 10. WHY INVEST IN SOCIAL MEDIA? • Raise awareness, increase retention, and drive leads • Control, moderate, and get involved • Identify the positive and turn around the negative • Gain knowledge and insight through social media • Allow your brand to exercise the two meanings of likeable #likeable
  11. 11. WHAT IS CONTENT MARKETING?
  12. 12. CONTENT MARKETING DEFINED Joe Pulizzi, Content Marketing Institute “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” #likeable
  13. 13. CONTENT MARKETING DEFINED Susan Gunelius, KeySplash Creative, Inc. “Content marketing is the process of indirectly and directly promoting a business or brand through value-added text, video, or audio content both online and offline. It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum).” #likeable
  14. 14. CONTENT MARKETING DEFINED Jason Falls, Social Media Explorer “Content marketing is using any type of content (newsletters, blog posts, white papers, videos, Tweets, podcasts, wall posts) to attract an audience you wish to market to. Capturing their attention through great content gives you the opportunity to present calls-to-action to them to purchase or try your product or service.” #likeable
  15. 15. #likeable CONTENT MARKETING STATS Articles with images get 94% more views. 44% of respondents to a 2012 study by ROI Research said they are more likely to engage with brands if they post pictures. Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent online. 78% of consumers feel that organizations behind the content are interested in building good relationships. Interesting content is a top 3 reason people follow brands on social media.
  16. 16. Dr. William J. Ward, a social media professor at Syracuse University THE EVOLUTION OF CONTENT “Blogs were one of the earliest forms of social networking where people were writing 1,000 words. When we moved to status updates on Facebook, our posts became shorter. Then micro-blogs like Twitter came along and shortened our updates to 140 characters. Now we are even skipping words altogether and moving towards more visual communication with social-sharing sites like Pinterest.”
  17. 17. #likeable THE EVOLUTION OF CONTENT FACEBOOK ESTABLISHES BASIC FLUENCY IN CONTENT CREATION 2008 marked a paradigm shift in the evolution of the web, when Facebook achieved the critical mass of actively engaged users. This began the march to full scale assimilation of the Facebook platform into the lives of every user on the web. Facebook empowered users to synergistically communicate and share through a highly rewarding feedback system of status updates, comments, and likes that established a basic level of fluency with the content creation process.
  18. 18. #likeable THE EVOLUTION OF CONTENT CONTENT PLATFORMS BECOME MORE PERSONALIZED Next, content platforms like Tumblr, Posterous, and WordPress came onto the scene. These platforms enabled users to evolve the low-friction, low cognitive investment content creation on Facebook (i.e. status updates, likes, posting photos, etc.) into a more substantive medium of aesthetically controlled branded sites. For example, a user’s own Tumblr blog had a templated design which made the site more reflective of the user’s personality.
  19. 19. #likeable THE EVOLUTION OF CONTENT LEVERAGING A CLASS OF CONTENT CREATORS Tumblr was the first of these platforms to solve the audience acquisition problem by building a centralized content feed that proactively introduced other platform users to new content & thereby created an internal demand source that rewarded content creators. Synergistically, Tumblr and other platforms created sharing systems that created a highly engaging feedback system that rewarded the content creators with social validation (i.e. follows, likes, reblogs, Tweets, Facebook shares, etc.) & promoted the content to seemingly exponentially larger audiences.
  20. 20. #likeable THE EVOLUTION OF CONTENT IMAGE INTENSIVE CONTENT CREATION This scale of content creation has caused a certain information overload in web users that has given rise to one of the most interesting developments in web history – the rise of visually-driven content consumption. Text is expensive to consume as it requires the reader to invest cognitive resources in it’s consumption. The rise of image based content creation enables massive audiences to instantly parse billions of stimuli (i.e. pixels in an image) and instantaneously make logic associations that provide context and information in a way that text never could. This is changing how we relate to and interact with the web. It’s becoming intensely image-based and visual, which is a good thing. The visual cortex is an incredibly powerful tool and enables users to consume far more content, data, and information to compensate for the information overload.
  21. 21. Corkcicle* #likeable EXAMPLES OF CONTENT MARKETING *client
  22. 22. Extra Space* #likeable EXAMPLES OF CONTENT MARKETING *client
  23. 23. WHAT IS VISUAL CONTENT?
  24. 24. VISUAL CONTENT DEFINED #likeable #likeable Visual content is any content that is not written word or text-heavy, such as comics, memes, infographics, photos, or videos. Visual content is any content that is not written word or text-heavy, such as comics, memes, infographics, photos, or videos. Visual content marketing is the utilization of images to engage your prospects through the buying cycle.
  25. 25. VISUAL CONTENT: SNAPCHAT SAMPLE FACT SOME HASHTAG Snapchat is a photo messaging application in which users can take photos, record videos, add text and drawings, and send them to a list of recipients. Users set a time limit for how long recipients can view their Snaps, ranging from up to 10 seconds to as little as 1 second, after which they will be deleted from the recipient's device. #likeable
  26. 26. VISUAL CONTENT: VINE SAMPLE FACT#likeable Vine is a mobile app owned by Twitter that enables its user to create and post 6-second video clips. Since its release in January 2013, Vine has accumulated 13 million users and was the most downloaded app in Apple’s app store in April 2013.
  27. 27. VISUAL CONTENT: INSTAGRAM SAMPLE FACT Instagram is the most popular mobile photo sharing app where over 40 million photos are posted daily. Recently, Instagram released its video feature, which allows the user to make a 15- second video to share with their followers. #likeable
  28. 28. VISUAL CONTENT: GIFs SAMPLE FACT#likeable GIFs are compressed image files that take the form of small icons and animated images. They can be can be quickly transmitted over a network or the Internet and are often seen on web pages. Tumblr and Reddit have become popular platforms for sharing GIFs, which are generally no longer than about 10 seconds.
  29. 29. VISUAL CONTENT: PINTEREST SAMPLE FACT#likeable Pinterest is a photo-sharing website and social network where you can pin things of interest to you on pinboards. Followers can view your pinboards and pinned content, repinning if they like anything they see.
  30. 30. POLL #1 SAMPLE FACT SOME HASHTAG#likeable Pinterest Tumblr Vine Instagram Which of the aforementioned social networks do you think will see the largest increase in brand presence by the end of 2013?
  31. 31. BRANDS AND VISUAL CONTENT
  32. 32. COCA-COLA #likeable Coca-Cola used short form content in its "Twelve Days of GIFs" campaign during Christmas. GIFs are spectacular because of their ability to tell a bite-sized story within a few seconds. Because of this campaign, Coca-Cola increased their Tumblr presence while bringing the essence of their brand to life.
  33. 33. URBAN OUTFITTERS Urban Outfitters uses Vine to show customers how their products can be used—whether it is nail polish or a couch that can turn into a bed or decorating pillows, their Vine is creative and engaging and knows exactly how to use those six seconds to make a lasting impression. #likeable
  34. 34. ADIDAS Adidas created a Tumblr page that engages consumers visually with pictures of their latest and most eye-catching products. Each image links back to the official Adidas online store so the customers can purchase the items that they liked. #likeable
  35. 35. TACO BELL Taco Bell sends out mass Snapchats to their customers of their newest foods, such as the Doritos taco. This is effective in establishing a personal relationship with customers and was extremely innovative on Taco Bell’s part since no one had previously seen Snapchat as an app that brands could use. #likeable
  36. 36. SODASTREAM Sodastream* uses Instagram to share photos of the drinks people can make using their Sodastream. Since Instagram recently released a video feature, Sodastream has also posted videos of drinks being made. #likeable *client
  37. 37. DO’S & DON'T’S
  38. 38. DO: BE CREATIVE SAMPLE FACT SOME HASHTAG#likeable Short content means you have to be extra creative in order to get your point across. Since you only have a certain number of characters or seconds, you have to use that time and space wisely to say what you want to say.
  39. 39. DO: KNOW YOUR AUDIENCE SAMPLE FACT SOME HASHTAG#likeable Knowing which demographics your brand is reaching out to is extremely important. Something like Pinterest might appeal to older women, but Vine might appeal to a younger group.
  40. 40. DO: EXPERIMENT SAMPLE FACT SOME HASHTAG#likeable While you should know your target audience and choose platforms based on that, you never know until you try. You might not think your brand will work on something like Vine or Snapchat, but it’s worth a shot.
  41. 41. DON'T: TRY TOO HARD SAMPLE FACT SOME HASHTAG#likeable If the voice of your brand doesn’t fit on a certain platform, don’t push too hard to make it work. Use the platforms that do work and focus on those instead of wasting energy on something that doesn’t work with your brand.
  42. 42. SAMPLE FACT SOME HASHTAG#likeable If something is meant for a longer platform, like a blog post or a YouTube video, don’t squeeze it into 140 characters or 6 seconds. The message won’t be conveyed properly and you won’t get your full point across. Short-form content is great, but it’s not always what works! DON'T: COMPRESS TOO MUCH
  43. 43. DON'T: ONLY ADVERTISE SAMPLE FACT SOME HASHTAG#likeable This is the general rule for all social media, but it is particularly true for Instagram since it can both bother and bore users and even spark a social backlash. Instead, focus on sharing facts and features about the brand in a friendly and casual way. This is much more appealing to the Instagram audience because it positions the brand as one that engages with its community rather than one that only cares about sales and success.
  44. 44. DO’S AND DON'T’S SAMPLE FACT SOME HASHTAG#likeable Do Be Creative Know Your Audience Experiment Don't Try Too Hard Compress Too Much Only Advertise
  45. 45. VISUAL CONTENT MARKETING IN 5 EASY STEPS
  46. 46. POLL #2 SAMPLE FACT SOME HASHTAG#likeable Gives Your Brand an Identity Drives User Engagement Condenses/Explains Large Amounts Of Information Creates Opportunities for User-Generated Content Drives Referrals And Purchases Which is the most important reason for marketers to invest in visual content?
  47. 47. STEP 1: BRAINSTORM #likeable
  48. 48. STEP 2: PUT PROCESSES IN PLACE #likeable
  49. 49. STEP 3: DETERMINE THE BEST WAYS TO INTEGRATE IMAGERY #likeable
  50. 50. STEP 4: MAXIMIZE RELEVANCE OF YOUR CONTENT #likeable
  51. 51. STEP 5: INCORPORATE CUSTOMERS #likeable
  52. 52. “WHY IT PAYS TO BE LIKEABLE” SAMPLE FACT SOME HASHTAG #likeable On August 14, New York Times bestselling author Dave Kerpen will show you how businesses are achieving amazing results with creative social business strategies. He’ll explore what today’s consumers expect from organizations and ways you can exceed customer expectations. You’ll discover how responsiveness, transparency, true engagement and storytelling can make your brand likeable – and profitable. The result: You will walk away energized with actionable ideas to take your social strategy to the next level - and build your business! Sign up at www.nfib.com/webinars/likeable!
  53. 53. REQUEST OUR FREE E-BOOK SAMPLE FACT SOME HASHTAG #likeable
  54. 54. THANK YOU! Questions? Feedback? Grand Prize! CARA FRIEDMAN, SR, DIRECTOR, MARKETING http://likeable.com http://FB.com/likeablemedia @likeablemedia

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