Seeing Is Believing: Using Visual Content in Social Media Marketing


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Presentation given at the Michigan Association of Convention and Visitor Bureaus annual conference in Ann Arbor on September 30, 2013.

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  • So what’s the big deal about visual content? Why should you start using more of it in your social media marketing efforts?
  • Our brains like it.Our brains can process it faster. If you want to get a message across quickly, images are the way to go.People understand it.
  • Not only do our brains receive visual information better, it’s also easier for us to engage with on social media channels.
  • “Get Lost in Loudoun” Web Series and Campaign (Fall 2011-Spring 2012)Increased market share of younger demographics (13-44 years old):       +14.1%
  • What kind of drummer would buy a mail order cymbal without hearing and testing it out for himself?  The Memphis Drum Shop has figured out a smart way around this issue, and as a result has opened itself up to customers from all around the world.  They have a dedicated YouTube channel where they test out the sound of various cymbals on video and post those videos to let drummers hear a “virtual test” of what the cymbal will sound like. Other than just being cool, theydo a few things really, really well:They tell viewers how to have the optimal experience: “wear headphones”They focus on exclusivity and reason to buy: “these cymbals are exclusively available from Memphis Drum Shop”There is a strong call to action: they send you back to to buy them.
  • Just like you would pin something you want to remember on a bulletin board, Pinterest lets you do the same thing to images you find on the web. Create your own virtual bulletin boards for the things you love – like recipes, places you want to visit, ideas for your home, and more. Once something is pinned, it can be “liked”, “shared” on Facebook, tweeted on Twitter, repinned, and commented on by your followers.
  • Find photos about your destination.
  • Snap a picture, choose a filter to transform its look and feel, then post to Instagram. Share to Facebook, Twitter, and your blog too – it's so easy. It's photo sharing, reinvented.
  • Tell us who you are. Let us know there are real people working hard to help us enjoy the destination.
  • It’s kind of like the method. When they show you recommendations for what other people have bought? If ALL these other people like you, then maybe I should like you too.
  • Hashtags are searchable. It’s a way to curate information (or photos, in this case) to make it easy to find. I can search Instagram for other photos with the same hashtag. I can also search them on Twitter where the photos are shared with a whole different audience.
  • Show your personality. Let loose a little. Help us like you!
  • 15 second looping videos
  • Seeing Is Believing: Using Visual Content in Social Media Marketing

    1. 1. Seeing Is Believing: Using Visual Content in Social Media Marketing Michigan Association of Convention & Visitor Bureaus Photo: Alexander Rabb on Flickr
    2. 2. Get these slides here:
    3. 3. Social Media Is More Visual
    4. 4. Why Visual Content? Photo: NathanF on Flickr
    5. 5. It Works! Photo: Nutmeg Designs on Flickr Source: Grazitti Interactive • 90% of information transmitted to the brain is visual • Visuals are processed 60,000 times faster in the brain than text • 40% of people respond better to visual information than text
    6. 6. It Drives Engagement! Photo: zane.hollingsworth on Flickr; Source: Grazitti Interactive • 700 YouTube videos are shared on Twitter every minute • On Facebook, videos are shared 12x more and photos are liked 2x more than links and text-only posts combined • YouTube Mobile gets over 600 million views per day
    7. 7. It Drives Results! Photo: Lori Greigl; Source: Grazitti Interactive • Viewers are 85% more likely to purchase a product after watching a product video • 46% of people say a website’s design is the number one criterion for determining the credibility of the company • Pinterest drives sales directly from its website – 21% have purchased an item after seeing it on Pinterest
    8. 8. 44% of users are more likely to engage with a brand that posts photos vs other forms of media Source: ROI Research
    9. 9. Don’t Forget To Integrate!
    10. 10. • 80% of users prefer to connect to a brand through Facebook vs. any other social site • 23% of users check their account 5x or more every day • Photos receive 53% more likes than other content • Photos attract 104% more comments than average posts Sources: Huffington Post; Wishpond
    11. 11. 350 million photos are uploaded to Facebook every day!Photo: Franco Bouly on Flickr; Source: MarketingProfs
    12. 12. Wow! Look at that viral reach!
    13. 13. Ask and ye shall receive Source: Visit Bloomington
    14. 14. •2nd biggest search engine behind Google •Over 100 hours of video uploaded every minute Photo: garryknight on Flickr Source:; YouTube
    15. 15. Using YouTube for Business 1. Create a branded YouTube channel 2. Make sure your content fills a relevant need 3. Develop quick, simple, and engaging videos 4. Optimize your videos 1. Title 2. Keywords 3. Description 4. Tags 5. Share your videos in other places 6. Use calls to action 7. Measure! Source:
    16. 16. Get Lost in Loudoun
    17. 17. How To Sell Cymbals
    18. 18. How To Say Thank You
    19. 19. How To Welcome Guests or Speakers
    20. 20. Facebook & Instagram “Look at Me!” Photo: omgits_dhilzy on Instagram = #selfie
    21. 21. Pinterest = “Look at This!” Photo: Transguyjay on Flickr
    22. 22. • 80% of Pinterest users are women • Users spend an average of 1 hour & 17 minutes on the site • Pinterest referrals spend 70% more $$ than referrals from non-social channels • 43% of Pinterest users prefer to associate with a brand vs only 24% on Facebook Source: Photo: vbecker on Flickr
    23. 23. You May Have Seen This
    24. 24. But Have You Seen This?
    25. 25. Drive sales to your website!
    26. 26. Pinterest for Business
    27. 27. See what’s been pinned from your website or blog!
    28. 28. Start a Flickr Group
    29. 29. Create Group Rules If you agree to these rules, you can join the group Only post pictures to this group for which you own the original copyright or are in the public domain. All pictures posted to this group may be used by the Colorado River Trail in its various publications, both print or online (including social media). We will credit you as the photographer on any photo that we use. Only photos depicting the Colorado River Trail region will be accepted. We reserve the right to reject submissions to our Flickr group displaying content we deem to be inappropriate or offensive without prior warning. The Colorado River Trail reserves the right to update the Group Rules.
    30. 30. Flickr Places –
    31. 31. Maps Photos GroupsPhotographers
    32. 32. Creative Commons–
    33. 33. • More than 55 million photos are uploaded every day • 150 million monthly active users • 1.2 billion likes daily • 1000 comments per second Source: Instagram Press; Social Fresh Photo: WindKoh on Flickr
    34. 34. Apply Instagram Filters
    35. 35. From this … … to this!
    36. 36. 10 TIPS: Instagram for Destinations
    37. 37. 1. Show What Visitors Can Do
    38. 38. 2. Introduce Your Staff
    39. 39. 3. Feature Your Visitors
    40. 40. 4. Add User-generated Content
    41. 41. 5. Use #Hashtags
    42. 42. 6. Make an Emotional Connection
    43. 43. 7. Showcase Scenic Beauty
    44. 44. 8. Teach Us Something
    45. 45. 9. Highlight Local Partners
    46. 46. 10. Make It Fun!
    47. 47. • Select video option • Upload or take a photo • Shoot video • Apply filter • Describe the video • Post to Instagram and/or other channels
    48. 48. Can I Help? Call Me!
    49. 49. Follow Me @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC 512-914-8873
    50. 50. Thank You! Questions?