Let's face it: you're busy, but you still need stunning, authentic imagery for your channels that is completely worry-free. This guide explains everything you need to know about using content properly and avoiding legal headaches.
Introducing The Community Director - The Community Manager has Evolved #CMGROgilvy Consulting
The job of the Community Manager has evolved to a more senior role…one that demands a specific set of professional skills.
For more insight into the rebranding of the Community Manager, click here: http://bit.ly/CMGRevolution
Chief Marketing Officers Guide to Social Media October 2013Emoderation
This guide from eModeration and iStrategy provides a bird’s eye view of social media for CMOs. It examines: what social media can achieve; how consumers behave on social media; resourcing social media; moderating and managing communities online; the pitfalls; and what you can measure in terms of ROI.
Introducing The Community Director - The Community Manager has Evolved #CMGROgilvy Consulting
The job of the Community Manager has evolved to a more senior role…one that demands a specific set of professional skills.
For more insight into the rebranding of the Community Manager, click here: http://bit.ly/CMGRevolution
Chief Marketing Officers Guide to Social Media October 2013Emoderation
This guide from eModeration and iStrategy provides a bird’s eye view of social media for CMOs. It examines: what social media can achieve; how consumers behave on social media; resourcing social media; moderating and managing communities online; the pitfalls; and what you can measure in terms of ROI.
Social Media for Business, a presentation made to the Hindustan Chamber of Commerce. A primer presentation that explains the What, Why and How of social media.
Amplify your social media with great visualsElon iMedia
It's a fact that social media posts with pictures and other visual elements get more engagement. Learn best practices with this white paper from Elon University's Masters in Interactive Media
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
"Marketing and Selling Directly to Consumers Using Social Media" - presentation to the Electronic Retailing Association (ERA) Europe national conference in Monte Carlo, Monaco, June 29, 2010
How to Boost Your Brand with MicrovideoElon iMedia
From Vine to .gifs, very short videos are a great way to get your customers to engage with your brand. Here are some best practices for using micro video.
China has seen rapid growth with new, innovative mobile social applications in the past few years. Lofter, NICE, Meipai, Weishi ...among others are leading the way.
Despite this competition, Lofter has defined itself as the choice for designer interests groups (where NICE is more fashion driven).
A light blog launched by NetEase in 2011, Lofter provides audiences with a user-friendly UI and high-quality user-generated contents.
With Instagram and other foreign apps blocked in China, Lofter has enjoyed rapid growth recently. It currently has 10m users ...and is growing quickly, especially among early adopters.
With this presentation we look at how the application works, who uses it ...and how brands in China are using it for marketing purposes (with case studies from Cadillac, Xiaomi, IWC, among others).
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
Social Media: Embracing The Opportunities, Averting The RisksErica Campbell Byrum
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook® and Twitter™. Building and maintaining an on-going positive relationship with consumers through these marketing mediums is critical to your company’s success!
In the summer of 2010, Erica Campbell, Senior Manager New Media Marketing and Nadeen Green, Senior Counsel at For Rent Media Solutions discussed how to leverage social media and become part of the consumer dialogue. Attendees learned ways to create a customer engagement strategy through social networking sites that are within the eyes of the law and the interest of your residents and prospects!
A look at what all the big platforms such as Facebook, Twitter, Instagram, YouTube are currently doing, what changes they are making and what marketers will be seeing more of in 2015 from the social media space.
Authors:
Carla Gontier
@GrumpyGont
Tyrone Nell
Social Media for Business, a presentation made to the Hindustan Chamber of Commerce. A primer presentation that explains the What, Why and How of social media.
Amplify your social media with great visualsElon iMedia
It's a fact that social media posts with pictures and other visual elements get more engagement. Learn best practices with this white paper from Elon University's Masters in Interactive Media
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
"Marketing and Selling Directly to Consumers Using Social Media" - presentation to the Electronic Retailing Association (ERA) Europe national conference in Monte Carlo, Monaco, June 29, 2010
How to Boost Your Brand with MicrovideoElon iMedia
From Vine to .gifs, very short videos are a great way to get your customers to engage with your brand. Here are some best practices for using micro video.
China has seen rapid growth with new, innovative mobile social applications in the past few years. Lofter, NICE, Meipai, Weishi ...among others are leading the way.
Despite this competition, Lofter has defined itself as the choice for designer interests groups (where NICE is more fashion driven).
A light blog launched by NetEase in 2011, Lofter provides audiences with a user-friendly UI and high-quality user-generated contents.
With Instagram and other foreign apps blocked in China, Lofter has enjoyed rapid growth recently. It currently has 10m users ...and is growing quickly, especially among early adopters.
With this presentation we look at how the application works, who uses it ...and how brands in China are using it for marketing purposes (with case studies from Cadillac, Xiaomi, IWC, among others).
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
Social Media: Embracing The Opportunities, Averting The RisksErica Campbell Byrum
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook® and Twitter™. Building and maintaining an on-going positive relationship with consumers through these marketing mediums is critical to your company’s success!
In the summer of 2010, Erica Campbell, Senior Manager New Media Marketing and Nadeen Green, Senior Counsel at For Rent Media Solutions discussed how to leverage social media and become part of the consumer dialogue. Attendees learned ways to create a customer engagement strategy through social networking sites that are within the eyes of the law and the interest of your residents and prospects!
A look at what all the big platforms such as Facebook, Twitter, Instagram, YouTube are currently doing, what changes they are making and what marketers will be seeing more of in 2015 from the social media space.
Authors:
Carla Gontier
@GrumpyGont
Tyrone Nell
Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.
Business Case #3 Social Media Marketing Between 2004 a.docxRAHUL126667
Business Case #3
Social Media Marketing
Between 2004 and 2014, more than 2 billion people around the world became Internet users.
During that period, mobile applications (apps) became increasingly important as phone and tablet
usage grew. The Google Play store for Android devices and Apple’s iTunes store each offer more
than 1 million apps. In June of 2015, cumulative app downloads from the Apple store totaled 100
billion, compared to just 5 billion app downloads five years earlier. By 2017, more than one-third
of world’s population will own a smartphone. At the same time, companies are facing a more
difficult globally competitive environment and seek opportunities to increase sales or decrease
costs. As a result, companies are exploring how to connect with customers online and through apps
at an increasing rate. Companies using these platforms to connect with customers, potential
customers, and fans has led to the rise of social media marketing.
Social Media Marketing
Social media is “forms of electronic communication (as web sites for social networking and
microblogging) through which users create online communities to share information, ideas,
personal messages, and other content (as videos).” When companies engage in social media to
connect with users and communicate about their brand, they are engaging in social media
marketing.
Social media marketing differs from traditional marketing in many ways, three specifically. First,
social media marketing exists completely online, whether via website or app. This technical no te
will provide further details on numerous popular social media marketing platforms. Second, social
media is available in real time and 24/7. Companies can initiate or respond to live events as soon
as they happen. Third, social media marketing is constantly evolving with technology.
These key differences in the nature of social media marketing provide multiple benefits for
companies and explain why the marketing method has grown so rapidly. Social media marketing
provides companies the opportunity to present more marketing content to more consumers at a
lower cost. Social media’s CPM (advertising dollars needed to reach 1,000 people) is only $2.50
compared to $57 for direct mail, $28 for broadcast TV, $16 for magazine and newspaper, $10 for
radio, and $5 for billboards Most of the apps and websites companies are using are free to start an
account. This places more emphasis on the quality of the content and levels the playing field for
companies. Start-ups with small marketing budgets have the opportunity to gain users and potential
customers for free if they can gain traction with social media marketing. Large companies can also
save money on the free platforms, but face increased pressure to develop content that contends
with the many other brands that have opportunities to market via social media.
Social media marketing also provides opportunitie ...
Trademark Partners Catherine Holland and Jeff Van Hoosear recently authored "To Tweet or Not to Tweet - Social Media and Intellectual Property Issues" for the Orange County Business Journal.
The world of social marketing is changing quickly. This is meant as an update to our 2012 predictions, with a bit of content around PR agencies and how they can use social.
J'ai rédigé ce document qui collecte des faits et des exemples internationnaux dans la perspective du prochain PARIS 2.0 qui aura lieu fin Février début Mars et au cours duquel les profesionnels francais partagerons leur exemples de branded entertainment francais. La conversation à déjà lieu sur twitter via le hashtag #entertain_me. Tout le monde peut partager ses liens les plus amusant pour qu'on s'amuse 2 minutes au travail.
A l'instar de COCA COLA ZERO qui fait jouer ses consommateurs sur son site corporate, certaines marques proposent à leurs consommateurs de les amuser.
Ces marques qui marchent dans les pas Disney, la marque préfèrée des américains ne cherchent pas être des acteurs du marché du divertissement. Elles utilisent le branded entertainment pour interesser les consommateurs à leurs produits, capter leur attention et peut être gagner leur affection, voire pour mieux les connaitre pour
mieux les satisfaire.
En effet comme le montre GOOGLE qui annonce que 77% des americains consultent un autre écran pendant qu'ils regardent la TV, si les consommateurs sont de plus en plus connectés, ils sont de moins en moins disponibles pour les marques.
Produire des contenus divertissant apparait comme la solution la plus appropriée aux usages des americains qui passent 9 minutes par heure à se divertir en ligne (Experian). D'autant plus que les marques ne cherchent plus seulement à augmenter leur couverture avec un coup de buzz, elles cherchent à obtenir des retombées sur leur marque et au premier rang desquelles l'incitation à recommander
comme le révèlle une étude de OGILVY SOCIAL selon laquelle les marques ne parviennent pas à mobiliser leurs fans en ligne.
Si le branded entertainment est relativement bien accepté par les consommateurs, les annonceurs ont encore beaucoup de chemin à parcourir avec leurs agences pour arriver au niveau d'attractivité des contenus diffusés par BUDWEISER sur sa plateforme "made for music".
Ces annonceurs sollicitent leurs agences medias pour promouvoir leurs contenus transmedia. Ainsi quand MITSUBISHI sponsorise une émission diffusée à la TV, Absolut monte un partenariat éditorial avec VICE et NT1 diffuse son hashtag #walkingdeadNT1 via des ecards sur Twitter.
Divertir permet à ces marques de prendre vie dans le quotidien de leurs consommateurs en étant vraiment fédèrateur, utile et directement activables comme AMERICAN EXPRESS qui permet aux gens de partager leurs passions, L'Oreal qui aide à reproduire les looks vus à la TV ou IKEA qui donne accès à des contenus additionnels au fil de son catalogue.
Elles peuvent aller jusqu'à engager leurs consommateurs en temps réel, dans des moments forts en émotion comme DELL avec #DELLLIVE qui permet aux festivaliers de vivre des expériences augmentées ou tout simplement comme COCA COLA qui ajoute le WIFI à ses fontaines à soda.
Pour y parvenir les marques ont besoin de collecter de nouvelles donné
Authentic, creative imagery of your beauty product, that captures the genuine look and feel of your brand, can engage your audience and drive traffic to your social media platforms. See how we're creating customized content for brands like Johnson's Baby, Neutrogena, and Dove that tells their unique story.
Authentic, creative imagery of your B2B product, that captures the genuine look and feel of your brand, can engage your audience and drive traffic to your social media platforms. See how we're creating customized content for brands like Xerox, Dun & Bradstreet, and Corning that tells their unique story.
Authentic, creative imagery of your vehicles, that captures the genuine look and feel of your brand, can engage your audience and drive traffic to your social media platforms. See how we're creating customized content for brands like Mercedes-Benz and Land Rover that tells their unique story.
Many brands are not getting their Instagram strategy right. Why? Because they're not following the simple lessons outlined in our Instagram Marketing Strategy E-Book. It contains everything you need to know about this emerging social channel from the creative minds at FlashStock, the leaders in authentic, customized brand imagery.
Authentic event imagery that captures the genuine look and feel of your brand can engage your audience and drive traffic to your social media platforms. See how we're creating customized content for brands like Budweiser, Pandora Radio, and Land Rover that tells their unique story.
Brands today need more content than ever before as they struggle to find cost effective ways to produce the volumes of assets needed for marketing. From technology to freelancers, brand have more options then ever before to create content. Learn how some of the most innovative marketers create consistent and compelling experiences at scale.
Platforms like Instagram, YouTube, and Vine are creating a new ecosystem of technologies, producers, and influencers as brands search for new ways to create content. Learn how this ecosystem is taking shape, the leaders, and the hot spaces to watch.
InfluenceHER: The Social Influence of Women on InstagramFlashStock
How much social influence do women have on Instagram? Learn from our panelist of top marketers on working with female Instagram influencers to power your marketing efforts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. Grant Munro is Co-Founder & CEO of FlashStock.
A lifelong technologist, he has held positions at
Syncapse, Motorola, and Nokia. He holds a BS in
Computer Science from the University of British
Columbia, and an MBA from the University of Toronto.
Table of
Contents!
!
Visual content dominates the web Page 3
Sourcing visual content Page 6
The temptation of repurposing visuals Page 8
Duane Reade social media case study Page 10
Best practices for managing images rights Page 13
Flashstock builds technology that helps to connect
organizations that need content to consumer
photographers who are interested in creating images
for them. More on Flashstock on page 15.
This report was developed by
Percolate in collaboration with:
3. Visual content
dominates the web!
Our digital world is filled with visual content
– from selfies to baby videos to citizen journalism —
images and videos are everywhere.
4. More and more social platforms are prioritizing images over text
including Instagram, Pinterest, Tumblr, as well as the giants: Facebook
and Twitter. Today, over 1.8 billion images are shared each day via
five digital platforms: WhatsApp, SnapChat, Instagram, Facebook,
and Flickr.
!
Consumers often respond to visual imagery stronger and faster than
they do with mere words. Whether it’s to provoke feelings, thoughts,
or actions, the world of content marketing has adapted to this
realization by replacing text-based information with visually focused
content, shifting what we see across all mediums.
With this shift, marketers need more visual content than ever.
Creating, sourcing and curating original images has become a
crucial investment for brands. Having high quality images results in
high click throughs on posts, increases engagement, and strengthens
brand sentiment.
6. Sourcing
visual content!
As the volume of visual content required to stay relevant
is increasing, so is the cost and complexity to deliver it.
7. The first instinct for many marketers is to turn to stock images. Services
like Getty and Shutterstock offer tens of millions of royalty-free images
in a number of categories, themes, and formats that can be used for
websites and social channels.1 Using stock is fast and convenient. But
over time, the over-reliance on and misuse of stock images can lead
to repetitive, less authentic visuals that feel fake and undifferentiated.
This is perhaps best illustrated by the popular Tumblr “Woman
Laughing Alone with Salad” which shows how sometimes stock can
be exceptionally bland and awkward.2
What’s a savvy marketer to do?
Ideally, brands would want to source new photography or illustrations
whenever possible for their visual content. But hiring artists and
photographers and setting up a shoot is time-consuming and
inconvenient. Sometimes agencies offer to procure images on the
brand’s behalf, but the costs quickly add up and the time between the
request and delivery of new images can take weeks or even months
— unacceptably long in a social era where images may be relevant
for only a few hours.
1. A Percolate license typically includes several dozen images per month from Getty and Shutterstock for the brand to use.
2. http://womenlaughingalonewithsalad.tumblr.com
Most stock imagery
looks like this
Images featured on this page are not Flashstock property.
8. The temptation of
repurposing visuals!
With increasing demand for relevant content and pressure
on marketing budgets, brands and agencies are looking for
new sources of images.
9. A customer snaps a photo of themselves with their favorite sports
drink and posts it to Instagram - does that make it fair game for the
official brand? The New York Times posts an article with a humorous
interaction between two celebrities. Can a brand put some meme
words on it and share it to Twitter for some cheap laughs?
!
Many brands and agencies have infringed copyright laws by
extracting and publishing images from platforms like Facebook,
Twitter or Instagram. These infringements have led to civil lawsuits,
forcing organizations to take a closer look at how they create, curate
and publish content.
!
Which images can we use to
promote our products? Can we
borrow or repurpose images once
they’ve been published in the
public domain? Can we retweet
them? Who owns these photos?
!
Identifying and knowing what content can and can’t be used can be
a complicated undertaking, especially for commercial use. Image
publishing has become an increasingly complex and resource-
intensive process for brands, agencies and media companies looking
to keep pace with the speed and scale of social media. The following
is an example of how a seemingly innocent post can go wrong.
10. Duane Reade social
media case study!
As the largest drugstore chain in New York City,
Duane Reade boasts a major digital presence.
11. The brand has over two million followers on Twitter and 101,000 likes
on Facebook. The company was even featured by Twitter in a case
study as a business that effectively used social media, promoted tweets
and implemented hashtag campaigns to generate a 67% increase in
followers year over year.
!
However, more recently Duane Reade’s social presence is best known
for its major media rights stumble with an image the brand posted to its
social channels. On March 18th, 2014 Duane Reade published a
photo of actress Katherine Heigl holding Duane Reade bags outside a
store on the company’s Twitter and Facebook accounts. The tweet read:
Love a quick #DuaneReade run? Even @KatieHeigl can’t
resist shopping #NYC’s favorite drugstore.
!
The photo was taken from a celebrity news website and Katherine Heigl
asserted that she did not, directly or indirectly, grant the original
photographer or, subsequently, the brand, rights to use her likeness for
commercial purposes.
!
Immediately following the post, Heigl’s lawyers filed a six million dollar
lawsuit against the drug store brand because they “misused and
misappropriated the photograph for [Duane Reade’s] own commercial
advertising” and because Duane Reade’s tweets “predominantly
promote commercial advertisements” and “only occasionally use large
photographs.” As a result the photo of Heigl implies “falsely that [the]
Plaintiff endorses [the] Defendant”.4
3. https://business.twitter.com/success-stories/duane-reade
4. http://www.scribd.com/doc/217334096/Heigl-vs-Duane-Reade-Inc
12. The suit has not yet resolved, but not matter what the decision, it’s a
clear warning for marketers to keep up the pace and relevancy of
their visual usage without skipping steps such as obtaining rights for
the images they distribute.
!
Historically, social media has received lower scrutiny than traditional
media such as a billboard ad or 30 second TV spot. But, with the
changing landscape of content marketing, the rules and laws related
to allowable image use of images are also changing, forcing
marketers to properly manage what they do. Marketers need to
understand these changes and to realize that every social post is a
public representation of the brand that may be deemed as
advertising.
!
Free, licensed, pre-shot photography is a crucial part of traditional
media production, but traditional methods of obtaining stock photos
can be too generic for use in social media. Companies need a
partner that can provide authentic, on-brand professional
photography with built-in image rights clearance.
In other words, Duane Reade’s
social posts are akin to the brand
buying a billboard with Heigl’s
photo and pretending she
endorsed the drugstore.
13. Best practices
for managing
image rights!
Navigating visual content for your brand is critical —
here are five things leading companies do to stay in control.
14. 3. Know what the image is being used for
The terms of services for how you can legitimately use images differ
between networks. Those terms generally differ depending on
whether the image is being used for editorial or commercial use. Be
clear on the difference, and where you fall so you understand the
terms applicable to you.
!
4. Establish a process to respond to
copyright claims
If you don’t currently have a process to respond to copyright claims,
you are increasing your exposure to risk. Establish a process that
allows you to track and archive all of your uses of images in order to
establish a safe harbor if any claims arise.
!
5. Take control by using a trusted partner
We live in a world where content is being created and shared so
quickly that it’s easy to overlook the legal ramifications of what we put
out. And yet, more than ever, content published by organizations is
reviewed with increased scrutiny. As the media landscape evolves, it’s
becomes increasingly important to find trusted partners and great
technology to help source and manage visual content.
While it’s difficult to know what to use and how to use it, there are a
few tried and tested strategies that can help ensure that usage rules
and copyright laws are being followed. Here is a checklist to ensure
you’re doing the right thing for your brand:
!
1. Know who owns the rights to an image
Every image that is shared on social should either be owned by the
brand or have a known and recorded rights holder. If it’s a stock
photo agency, what is the agency’s process it uses before passing the
content to you? Does the agency have agreements with
photographers? Can you review these agreements? If it is a consumer,
do you have a definitive statement on record that indicates that he/
she has given your brand the right to use the image indefinitely and
for any purpose?
!
2. Know who or what is in the image
Most stock images don’t have any brands or logos in the photos. This
is for a good reason. If you’re dealing with images for commercial
purposes, model releases are required. You will also want to consider
any brands, logos, locations, or artwork being displayed as those
may also require a release.
As the Duane Reade example shows, the media
landscape can be difficult to navigate, and it’s important
to be smart in approaching content marketing.
15. About Flashstock
!
FlashStock was created with the belief that marketers are struggling
to get the images they need - images of real people enjoying their
products at a price and in quantities that make sense.
!
FlashStock builds technology that helps to connect organizations
that need content to consumer photographers who are interested
in creating images for them. Our ambition is to create the world’s
largest on-demand photo service, transforming the stock photography
industry and providing brands with a cost effective alternative
to conventional and expensive professionally-crafted image
procurement.
!
For more information, visit FlashStock.com or contact us directly
at info@flashstock.com.
!
All images in this document (excluding page six) are FlashStock
owned.
About Percolate
!
Percolate is the system of record for marketing. Our end-to-end
platform of web and mobile products helps marketing teams drive
effectiveness at every step of the marketing process. From brand
governance to planning, content sourcing and creation, to publishing,
moderation and analytics, Percolate is the answer for the modern
day marketer.
!
As a content ecosystem partner, Percolate clients have access to
Flashstock’s network of consumer photographers directly inside of the
platform, alongside other content providers like Getty, Shutterstock,
Visual.ly, Scripted, and others.
!
Additionally, Percolate offers two additional products that help
with image rights management: Photographer: our mobile app for
iOS and Android phones allows brands to snap photos at events,
tag the photo with meta data, save the signature of a model release,
and upload the photo to the brand media library in just a few taps.
Fanbranded: Percolate also offers a scalable solution to securing
rights to user-generated content shared on social networks. Through
a simple, non-interruptive workflow, brands can receive authenticated
rights to their images with only two clicks from the user.
16. Percolate is the system of record for marketing. Our technology
helps the world's largest and fastest-growing brands at every
step of the marketing process.
!
Want to learn more?
Contact learn@percolate.com for more information
or request a demo today at percolate.com/request-demo