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Things and People: How and why brands are using visual social networks to tell stories


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Things and People: How and why brands are using visual social networks to tell stories

  1. #thingsandpeople
  2. #thingsandpeople@matthewknell
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  4. #thingsandpeople3.6%Projectedpercentage ofInternet users whowill accessFacebook monthlyin 2014, down from38.6% in 201014.0%Projectedpercentage ofInternet users whowill access Twittermonthly in 2014,down from 31.9% in2011
  5. #thingsandpeople71%Of brandsmarketers andagencies surveyedspend 20% or lessof their timefocused onFacebook, 80% onthe rest of the web,compared with just58% *3 monthsbefore*
  6. #thingsandpeopleThis % of advertisers andmarketers have an account on:57% Pinterest53% Instagram34% Tumblr
  7. #thingsandpeople512%more time spent onPinterest year overyear41%more time spent onTumblr year overyear
  8. #thingsandpeople2800%growth inPinterest uniquesin less than ayear’s time
  9. #thingsandpeople32%Growth in Tumblrin 6 months timefrom May to Nov2011
  10. #thingsandpeople0 to 30millionusersin about 18
  11. #thingsandpeopleAttribution: Prairie Home Productions
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  16. #thingsandpeopleStories have themost value when they’ve been shared
  17. #thingsandpeopleSource: Participation Inequality: Encouraging More Users to Contribute(
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  21. #thingsandpeopleHow are brandstelling stories onthe visual social web?
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  25. #thingsandpeople Today’sDocument
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  31. #thingsandpeople Do a content audit• Consider:• Can these platforms be a value add with assets you already have?• Review and best understand your brand stories and how they can be flexible.• What types of content you have to share?• Curation and copyright concerns• How do you want to tell your story?• What you’re already doing on other social platforms?• What device do you want your users to find you on?• Who on your team will manage these accounts?• How can this fit within your existing content calendar? Page 34
  32. #thingsandpeople Be visual• “Build a content museum” – curate or create one thing at time, but don’t undervalue the collection• Use each channel of content to meet a slightly different user interest.• Use “snackable” assets strong enough to stand on their own that are closely aligned with the story.• Drive your content towards a business goal when possible (a page view, a purchase, a signup, a visitor to your store)• When other’s can tell your brand story, teach them how and encourage them to• Use success (likes, comments, repins) to refine the assets you use to tell your stories.
  33. #thingsandpeople What to use when?• Tumblr – tell stories in simple posts with an emphasis on content but want to take advantage of the built-in community• Instagram – think of it as a branded movie reel, each picture is one frame of your brand story• Pinterest – when you want to claim your share of the interest graph and you have a creative / fashionable audience Page 36
  34. #thingsandpeople Measure success• Repinly or Curalate for Pinterest• or Simply Measured for Instagram• Google Analytics or Omniture for referral traffic from Tumblr, Instagram, Pinterest
  35. #thingsandpeopleRepinly
  36. #thingsandpeople Curalate#thingsandpeopl
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  39. Attribution: Prairie Home Productions
  40. Questions?• Lots of social type links –• Follow me on Twitter - @matthewknell• Read my ramblings or• Download this deck later today at Page 43