Visualizing Visual Content - Digital Summit Phoenix 2014

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It doesn't take a research study to show that demand for engaging visual content is growing, both from consumers and marketers. Where consumer demand is high, brands are quick to follow as marketers adopt visually reliant communication platforms like YouTube, Instagram, YouTube, Pinterest, Vine and more. Truth be told, for most brands, current libraries unfortunately lack the kinds of assets consumers are responding to, and marketers are challenged to meet quality expectations with quality content. The need to create is strong, but run-of-the-mill visual content and promotion is no longer enough. These higher expectations represent an opportunity for brands that are ready to take the challenge on. Learn in this session why visual content is worth investing in and get tips on how brands can strategically plan for and deploy exceptional experiences specifically designed to maximize value.

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Visualizing Visual Content - Digital Summit Phoenix 2014

  1. 1. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 1 Digital Summit Visualizing Visual Content #FelinePhotoStrategy
  2. 2. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology | 2 Hello there! Mike Corak – EVP, Strategy, ethology Today’s Agenda • The Importance of Visual Content • Visual Story Telling Guide • Tips and Tricks@MikeCorak
  3. 3. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 3#FelinePhotoStrategy @MikeCorak
  4. 4. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology whiska 4#FelinePhotoStrategy @MikeCorak
  5. 5. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology whiska 5#FelinePhotoStrategy @MikeCorak
  6. 6. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 6#FelinePhotoStrategy @MikeCorak
  7. 7. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 7 So what’s your #FelinePhotoStrategy for 2014? #FelinePhotoStrategy @MikeCorak
  8. 8. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 8 SERIOUSLY? NO
  9. 9. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 9 @MikeCorak
  10. 10. Visual content on social networks is kind of a big deal.
  11. 11. According to Kissmetrics, photos get 53% more likes, 104% more comments, and 84% more click- throughs than text-based posts.
  12. 12. Not only do photo posts get more engagement than links, videos or text updates, they actually account for 93% of the most engaging posts on Facebook.
  13. 13. Instagram has 200 million users. ...who share over 60 million photos every single day.
  14. 14. SnapChat sees more daily photos than Facebook (+400 million)
  15. 15. Pinterest (the 3rd most popular social network) has 70+ million users. ...who spend up to 70% more money than visitors from other social channels
  16. 16. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology And it’s growing... 16 @MikeCorak
  17. 17. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology And eating into Facebook’s share of e-commerce 17 @MikeCorak
  18. 18. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Other social channels are ramping up their visual content as well Twitter Facebook @MikeCorak
  19. 19. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology But marketers are still catching on @MikeCorak
  20. 20. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Only 25% of Fortune 500 companies are using Instagram And Lagging Even at the Top @MikeCorak
  21. 21. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology But Don’t Worry, That Will Correct with $ “Our aim is to make any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands.” @MikeCorak
  22. 22. So what makes visual content successful?
  23. 23. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Visual Storytelling Guide @MikeCorak
  24. 24. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Understand Your Brand’s Voice & Tone Voice Tone • Brand’s personality • Writing style • Consistent & reliable • Brand’s mood • Part of voice • Changes with context Know who your brand is, how it talks to customers, and what kind of stories it would tell. @MikeCorak
  25. 25. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Understand Your Brand’s Voice & Tone Farmers Insurance - Relevant - Humorous - Smart
  26. 26. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Understand Your Brand’s Voice & Tone Starbucks - Human - Heartfelt - Imaginative
  27. 27. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Understand Your Brand’s Voice & Tone Nike - Empowering - Driven - Passionate
  28. 28. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Tell the Stories Customers Want: Gather Data Social: Real-time conversations with real customers On-Site Search: What users want, in their own words Website Content: What’s performing, what’s not Search Demand: Align with popular topics Consumer Research: Round out unattainable data ethologyConsumers. The big idea. @MikeCorak
  29. 29. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Know What Your Competition is doing ethologyConsumers. The big idea.
  30. 30. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Plan for the Investment ethologyConsumers. The big idea. Time: Hours, days, weeks or months? Money: Salaries, software investment? Resources: Physical, digital? People: Who’s doing all the work? @MikeCorak
  31. 31. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Focus on Quality, And Be Real ethologyConsumers. The big idea.
  32. 32. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Tailor Your Story To Each Channel ethologyConsumers. The big idea. Create the right story first Share it where it makes most sense Know channel audience’s interests Utilize each channel’s format wisely @MikeCorak
  33. 33. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Visual Content Tips and Tricks @MikeCorak
  34. 34. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Hashtags Determine how many per post (if any) • Consider the platform • Consider the audience • Consider the pros/cons
  35. 35. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Hashtags Instagram: • Brands with >1,000 followers • 4-5 hashtags is the “sweet spot” • Brand with <1,000 followers • Load it up! Number of hashtags Average engagement @MikeCorak
  36. 36. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Hashtags Determine capitalization consistency • When in doubt, always err on the side of readability. #NowThatcherIsDead #NowThatCherIsDead -OR-
  37. 37. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Hashtags • “Newsjacking” • Be careful! • Determine approach to trending hashtags. • #TBT
  38. 38. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Hashtags • Consider unique, branded hashtags for campaigns, events, etc. Adobe Summit Pumpkin Spiced Latte
  39. 39. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Hardware: Single-Use Smartphone Don’t be one of THOSE guys …. • Some applications don’t even have a desktop equivalent. • Vine • Snapchat
  40. 40. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Photo Manipulation: Consistency/Simplicity Is The Key Filters • Choose one or two (if any at all) that fit your brand’s guidelines. Frames • Decide “yes” or “no” @MikeCorak
  41. 41. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Video Platform Considerations: Vine vs. Instagram Vine Instagram Length 6 seconds 15 seconds Filters/Editing X Delete X Import X Front camera X X Image stabilization X Cover frame X Looping X Embeddable X Social Sharing
  42. 42. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Be Unique! How-To Content Lowe’s • Stop-motion • Simple tips & tricks • Home improvement how-tos Contests Doritos • #DoritosNameThatTune @MikeCorak
  43. 43. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology And Don’t Forget to Develop Your… 43 #FelinePhotoStrategy @MikeCorak
  44. 44. All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 44
  45. 45. 45 Consumers. The big idea. ethology Mike Corak EVP of Strategy Mike.Corak@ethology.com 602.570.6601

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