This document provides an overview of infographics and how they can be used for marketing purposes. It discusses different types of infographics, when to use them in the customer journey, and how to create and share infographics effectively. The document is divided into sections on marketing basics, why infographics are popular tools, when different types should be used, how to create compelling content, tips for social media sharing and promotion. It provides examples for each type and discusses trends in visual storytelling and how infographics fit into the broader movement of more dialogue between brands and audiences.

1. infographic
marketing basics
1
2
3
totem
4

2. in the future all advertising
on social media will be native,
in-stream ads. the right rail
and banners will disappear
altogether.
jan rezab

3. infographics
marketing basics
what
totem

4. infographics
are...
data
1,000 words in a
visualizations
picture
advertising in form of
the art of
a story
ideas

5. design & data
a perfect balance
graphic shortcuts
143
to make information easier

6. definitions
broad definition:
stories told visually often about complex
information, data
static images
(Jpg/PDF)
icons/graphics
narrow definition:
a single picture/icon
that represents a
bigger idea
video & motion
graphic presentations

7. magazines
are where i first noticed them

8. magazines
are where i first noticed them

9. posters also used them
but mostly before my time
London Underground Museum Archives

10. recently they are
getting really big (and sophisticated)

11. replacing “push”
advertising formats online
“banner ad”
“infographic”
2005
2007
2009
2011
2013
Search Volume Google
Trends, Nov 12, 2013

12. infographics
marketing basics
why
totem

13. two reasons
infographics are hot marketing tools
the volume of
information and data on
the web has exploded
consumers are more well
informed than ever,
demanding brands to be “real”
1
2

14. getting information off the
internet is like taking a drink
from a fire hydrant.
mitch kapor

15. search
social
...has lead to an
explosion in the volume
of information
available. filtering
through search results
is hard work.
...has created need for
bite sized information
which can be shared
easily within limited
time (and space)
constraint.
mobile will create more pressure
for short, sharp information bites.

16. in a world of
search & social clutter
great visuals
standout

17. visuals
are processed
60000
,
times faster
than text

18. we respond to visuals
its in our nature
1/2
of the brain is
active in visual
processing
90
%
of information
transmitted to the brain
is VISUAL

19. transparency & truth
...are expected from brands by a very,
very well informed audience online of
people who have access to just about
any information they want (and have
motivation) to find.

20. infographics
marketing basics
when
totem

21. path to purchase
typical journey
acquisition
high
awareness
low
neutral
interest
level
totem
engagement (Loyalty)

22. path to purchase
social support
acquisition
high
awareness
low
neutral
interest
level
totem
engagement (Loyalty)

23. path to purchase
social support
acquisition
engagement (Loyalty)
high
awareness
low
neutral
interest
level
1
2
3
4
Search &
verticals
social
influence
enjoy &
bond
advocate
totem

24. type x time
of infographics
1
2
3
4
Search &
verticals
social
influence
enjoy &
bond
advocate
Always On: Blog, SNS Posts
Brand Story Infographic
Visual resume of the brand itself
in a short, shareable format. A
concise, visual version of what
you might find on wikipedia.
Apple-Style Product
Demo Video
Feature focused content that
resonates with “product geeks”
Shows off the details of design.
Total Transparency
Full disclosure of the business.
Detailed product photos, product
facts and figures, R&D, route to
market, suppliers, components,
materials, QA.
We Are Worthy
Representing the brand as a
careful, conscientious citizen ...as
an entity consumers can relate to
and feel good about advocating for.
The Product Sheet
The product in-depth. No
marketing superlatives - just the
facts - on design, materials,
colors, pricing, performance.
Kickstarter Creator,
Product Story
Product & maker as one.
Intricate design details crafted by
passionate professional.
Add Color, Depth to Brand
Building a deeper story around the
product. But rather than trying to
motivate a purchase, the “color”
adds to loyalty and connection.
Loyalty & Rewards
Brand providing a gift to members
and patrons, something of real
value about category which
benefits loyal consumers.
Interactive Product Demo
“Prezi” style motion graphics
approach to learning just the
basics or going deep to uncover
the details of a brand & product.
“Authority Infographics”
Related to industry, audience
and expertise of an organization
featuring content company is
expert in.
Bond to Brand
Focused on after purchase use of
the product, this sort of infographic
provides greater details about how
to use the product to get most
enjoyment (bonds to brand).
Input/Data Feedback
Taking input from existing
customers and re-presenting it to
new & loyal customers. There is
value in what customers are telling
brands (others want to know).
totem

25. Search &
verticals
1
Brand Story Infographic
Visual resume of the brand itself
in a short, shareable format. A
concise, visual version of what
you might find on wikipedia.
Coca-Cola Corporate Timeline
Simple, clean summary of the company
and its history.
!
Link: www.behance.net/gallery/
Infographic-Coca-Cola/8129829

26. Search &
verticals
1
The Product Sheet
The product in-depth. No
marketing superlatives - just the
facts - on design, materials,
colors, pricing, performance.
Suggested
Retail Price
189.00
$
www.burton.com
Concept for Burton
Presented to demonstrate the concept of
“product sheet,” this shows detailed
images and features/benefits, without
marketing speak. Price and link-to-buy are
the only additional “marketing” info.
!
Link: www.behance.net/gallery/
Mountainboard-shoes/12054525

27. Search &
verticals
1
Interactive Product Demo
“Prezi” style motion graphics
approach to learning just the
basics or going deep to uncover
the details of a brand & product.
Cutco Knives
Created in “Prezi”, this company profile
features detailed info on the company and
how to use their products, how they are
constructed - using both still and video
contents.
!
Link: prezi.com/wef1k0djv1ku/cutco-theworlds-finest-cutlery/

28. social
influence
2
Apple-Style Product
Demo Video
Feature focused content that
resonates with “product geeks”
Shows off the details of design.
Apple - MacBook Pro
A detailed view of the new MacBook pro
from the inside out, showing details of
engineering and design normally left to
technical manuals, this video has geek
appeal and shows the dedication of team
behind the product.
!
Link: apple.com

29. social
influence
2
Kickstarter Creator,
Product Story
Product & maker as one.
Intricate design details crafted by
passionate professional.
Able Brew - Kickstarter Video
Produced for its fundraising and pre-sales
effort on Kickstarter, this video is a great
example of the documentary style videos
used by passionate creators. Big brands
should take note!
!
Link: ablebrewing.com

30. social
influence
2
“Authority Infographics”
Related to industry, audience
and expertise of an organization
featuring content company is
expert in.
11 Brilliant Home
Improvement Investments
By not only focusing on painting, Orlando
Painters does a nice job “soft selling”
painting as an investment in home value.
!
Link: orlandopainters.net

31. social
influence
2
“Authority Infographics”
Related to industry, audience
and expertise of an organization
featuring content company is
expert in.
Internet and Craigslist History
Created by a Craigslist auto marketing
firm, this infographic is dedicated to
wooing car dealers, providing background
on efforts in serving their need at each
stage of Internet growth.
!
Link: dealers.myautosearch.com

32. social
influence
2
“Authority Infographics”
Related to industry, audience
and expertise of an organization
featuring content company is
expert in.
A Beginner’s Guide to Wine
A compact and clear introduction to wine
by “wineinvestment.com” ...its the sort of
infographic that someone learning about
wine would want to keep as a reference
source.
!
Link: wineinvestment.com

33. enjoy &
bond
3
Total Transparency
Full disclosure of the business.
Detailed product photos, product
facts and figures, R&D, route to
market, suppliers, components,
materials, QA.
Everlane
Online retailer Everlane are leading the way
with infographic marketing, providing what
they call “radical transparency” about all
aspects of their business - costs of
production, logistics, details on each of the
suppliers, material selection, design...
!
Link: everlane.com

34. enjoy &
bond
3
Add Color, Depth to Product
Building a deeper story around the
product. But rather than trying to
motivate a purchase, the “color”
adds to loyalty and connection.
Pocket Size Coke - 375ml
History of the coke formulation and the
packaging to introduce a new size of
bottle. Celebrating a rare event (introducing
a new bottle) makes for an interesting
story.
!
Link: coca-cola.co.uk/about-us/new-375ml-coke.html

35. enjoy &
bond
3
Add Color, Depth to Brand
Building a deeper story around the
product. But rather than trying to
motivate a purchase, the “color”
adds to loyalty and connection.
Running a Successful Coffee Shop
Nice way for a merchant to provide a bit of
color to what they do and share a
background story with customers. Allows
patrons to take a peak behind the curtains
to see how it all works.
!
Link: javadetour.com/running-asuccessful-coffee-shop/

36. enjoy &
bond
3
Bond to Brand
Focused on after purchase use of
the product, this sort of infographic
provides greater details about how
to use the product to get most
enjoyment (bonds to brand).
iPhone Photography - History
Apple has an incredible ecosystem and so
both app developers and fans regularly
create content in support of the platform.
Every piece of content is an endorsement
for the iPhone and keeps user interest in
the product high.
!
Link: funnyfacescamera.com

37. advocate
4
We Are Worthy
Representing the brand as a
careful, conscientious citizen ...as
an entity consumers can relate to
and feel good about advocating for.
Coming Together - Coca-Cola
Infographic to visually demonstrate Coke’s
efforts at corporate responsibility, is an
accessible way to rebuff some of the
negative PR they get for selling a product
linked to weight problems.
!
Link: comingtogether.com

38. advocate
4
Loyalty & Rewards
Brand providing a gift to members
and patrons, something of real
value about category which
benefits loyal consumers.
Six Ways to Save on Beef
A beef marketing board provides
information to consumers to help them buy
more effectively ...and getting good value.
Its a “PSA” for beef.
!
Link: beefitswhatsfordinner.com

39. advocate
4
Input/Data Feedback
Taking input from existing
customers and re-presenting it to
new & loyal customers. There is
value in what customers are telling
brands (others want to know).
PriceGrabber - Power of Ratings
Using survey data they collected,
PriceGrabber constructed this infographic
to provide insight on the importance of
customer reviews and comments to the
final purchase decision.
!
Link: pricegrabber.com

40. advocate
4
Input/Data Feedback
Taking input from existing
customers and re-presenting it to
new & loyal customers. There is
value in what customers are telling
brands (others want to know).
United States of Yelp
Great use of data by Yelp to demonstrate
the strength of their platform. This is a
good example of providing value back to
its participants while promoting itself.
!
Link: yelp.com

41. infographics
marketing basics
how
totem

42. its about more than
just snappy visuals.
!
Gotta have a
compelling, useful
story.

43. the content
1
2
3
4
who’s the target
audience
think like
an editor
develop a brand
personality
get the
basics right
!
Have a clear profile of who
you are going to be talking
to.
!
!
What questions do they
want answers for?
!
!
What do they care about?
!
!
What jobs do they need
done?
!
!
How can you help them
look good, be smarter, be
better at what they do?
!
Tell a good story. Make it
compelling.
!
!
Have a content plan ...plan
for more than just one
“story telling unit”
!
!
Have a focused idea and
stick to it.
!
!
Be creative, surprising and
provocative - capture
attention.
!
!
Get a scoop.
!
!
Be original, be first to
uncover a new idea.
!
!
Be clear on who you are as
a brand, what you stand
for.
Review to see that you
have made one point
crystal clear.
Use your infographic to
reveal your brand
personality ...or as a way to
develop your ID.
Get good data and fact
check it.
!
!
!
!
Let the brand personality
speak for itself. Dont just
“slap” the brand, logo all
over the infographic.
!
!
!
!
!
Format for sharing
(dimensions, file type and
format).
!
!
Make sure its shareable on
the networks that matter for
you (Facebook, Twitter,
Pinterest, mobile, email)
!
!

44. social media sharing
1. publish to
your blog
!
And then spread the message
by Twitter, Facebook and other
relevant social networks based
on your priority and ranking of
each.
2. schedule a
rollout of
tweets
3. move to
facebook,
Google
Each tweet can highlight
one specific fact from your
infographic in small,
compelling bits. Link back to
infographic.
Adapt process from Twitter,
with mix of visual and text.
Look to build around each
bit of information and tie-in
to related contents.
Add value!
!
!
4. go visual
!
Push the infographic
and pieces of it to
visual networks
(Pinterest, Tumbler
and Flickr).

45. list on directories
top five
1
2
3
4
5
infographr.tumblr.com
infographicsbin.tumblr.com
next five
6. infosthetics.com
iheartinfographics.tumblr.com
fastcompany.com/tag/infographic
visual.ly
!
7.
!
8.
!
9.
!
coolinfographics.com
theinfographics.blogspot.co.uk
dailyinfographic.com
10. infographicsshowcase.com

46. enroll media support
1
2
Write a press release to accompany your infographic. This is a good test in making
sure you have created something which is “remarkable” in that it forces you to answer
the question of whether or not it is newsworthy.
3
Find people on Twitter who have an interest in and authority over the area. Pass your
information on to them by direct message. Together with the graphics, make sure you
pass on a sense of “first view” privilege and rights to spread it.
!
!
Enlist the support of bloggers and media to help spread your story (infographic). Send
them an email with press release and graphics - giving clear permission to republish.
!
!

47. whats
Next?
where is this
headed?

48. infographics
part of a bigger movement
the infographic “movement” represents a
broader trend of more dialogue between
brands and audiences.
!
while infographics as a unit of story
telling may soon peak and loose impact,
the move to story telling is a much
longer term trend.

49. story-telling
in advertising is back
Its not just
infographics...
marketers are
responding with
more depth,
detail in ads
1958 Ad for Rolls-Royce by Ogilvy
March 2012 Newsweek Mad Men Issue

50. are we headed
further back to the future?
Sao Paulo ad agency Moma Propaganda created a wondeful series of retro future ads for Facebook,
YouTube and Skype as part of the “Everything Ages Fast” ad campaign for Maximidia Seminars.

51. totem
media
Thank you

52. 图
腾
email
chris@totemmedia.net

53. infographics in
china
bonus

54. its still very early days for infographics
in china. while they are popular with
media and inspired individuals, they are
not yet being used fully by brands for
marketing.
!
push marketing is still relatively more
important in china for building into lower
tier markets …
!
but for premium brands in top tier
markets, infographics should take
off in 2014.

55. china infographics playbook
1. publish to
your blog
(or site)
!
And then spread the message
by Weibo, WeChat and other
relevant social networks based
on your priority and ranking of
each.
2. schedule
a rollout
of ‘posts’
3. move to
other sns
Each ‘post’ can highlight
one specific fact from your
infographic in small,
compelling bits. Link back to
infographic (blog).
Adapt process from Weibo/
WeChat …on Renren,
Douban, Tumblr… Look to
build around each bit of
information and tie-in to
related contents.
!
!
4. go
vertical
!
Push the infographic
and pieces of it to
specialised industry,
category verticals.

56. list on directories
top five in china
1
2
3
4
5
dooyea.com
douban.com/group/infographics
huaban.com
itongji.cn/infographics
kcis.cn/category/infographic

57. type x time
of infographics
1
2 from 4
3
cases
Search &
verticals
china
social
influence
enjoy &
bond
advocate
Brand Story Infographic
Visual resume of the brand itself
in a short, shareable format. A
concise, visual version of what
you might find on wikipedia.
Apple-Style Product
Demo Video
Feature focused content that
resonates with “product geeks”
Shows off the details of design.
Total Transparency
Full disclosure of the business.
Detailed product photos, product
facts and figures, R&D, route to
market, suppliers, components,
materials, QA.
We Are Worthy
Representing the brand as a
careful, conscientious citizen ...as
an entity consumers can relate to
and feel good about advocating for.
The Product Sheet
The product in-depth. No
marketing superlatives - just the
facts - on design, materials,
colors, pricing, performance.
Kickstarter Creator,
Product Story
Product & maker as one.
Intricate design details crafted by
passionate professional.
Add Color, Depth to Brand
Building a deeper story around the
product. But rather than trying to
motivate a purchase, the “color”
adds to loyalty and connection.
Loyalty & Rewards
Brand providing a gift to members
and patrons, something of real
value about category which
benefits loyal consumers.
Interactive Product Demo
“Prezi” style motion graphics
approach to learning just the
basics or going deep to uncover
the details of a brand & product.
“Authority Infographics”
Related to industry, audience
and expertise of an organization
featuring content company is
expert in.
Bond to Brand
Focused on after purchase use of
the product, this sort of infographic
provides greater details about how
to use the product to get most
enjoyment (bonds to brand).
Input/Data Feedback
Taking input from existing
customers and re-presenting it to
new & loyal customers. There is
value in what customers are telling
brands (others want to know).
totem

58. Search &
verticals
1
Brand Story Infographic
Visual resume of the brand itself
in a short, shareable format. A
concise, visual version of what
you might find on wikipedia.
Elements of the Unilever Brand
Detailed breakdown of the visual
elements of the Unilever brand. It serves
to tell a story of what the company does
and where its from.
!
Link: http://weibo.com/1258811194/
AgLrYtWPi?mod=weibotime

59. social
influence
2
Apple-Style Product
Demo Video
Feature focused content that
resonates with “product geeks”
Shows off the details of design.
Nokia Lumia 920
A video showcase of the “making of
Lumia” from the inside out. Clearly a page
out of Apple’s marketing playbook.
!
Link: v.youku.com/v_show/
id_XNDk4NzlxMTM.html

60. social
influence
2
“Authority Infographics”
Related to industry, audience
and expertise of an organization
featuring content company is
expert in.
Beginners Guide to Sushi
A visual guide put together by a seafood
restaurant to educate first-time sushi
eaters. Adapted from “Blu on the Avenue”
restaurant.
!
Link: weibo.com/1258811194/
AlVRnoL9B?mod=weibotime

61. enjoy &
bond
3
Add Color, Depth to Product
Building a deeper story around the
product. But rather than trying to
motivate a purchase, the “color”
adds to loyalty and connection.
Evolution of Nokia from 1984
Nokia put this infographic together to
showcase how their mobile phones have
evolved over the last three decades.
!
Link: http://huaban.com/pins/88937137/

62. enjoy &
bond
3
Add Color, Depth to Product
Building a deeper story around the
product. But rather than trying to
motivate a purchase, the “color”
adds to loyalty and connection.
Google’s M&A History
On a higher level the relationships between
Google’s subsidiaries and departments are
mapped out, allowing users to get an idea
of how the whole ecosystem works
together.
!
Link: huaban.com/pins/29616310/

63. enjoy &
bond
3
Bond to Brand
Focused on after purchase use of
the product, this sort of infographic
provides greater details about how
to use the product to get most
enjoyment (bonds to brand).
What is WeChat
A line-up of all the different functions and
tools available in Tencent’s WeChat app.
!
!
!
Link: http://www.niubiseo.cn/a/
201303/10373.html

64. advocate
4
Input/Data Feedback
Taking input from existing
customers and re-presenting it to
new & loyal customers. There is
value in what customers are telling
brands (others want to know).
What do Travellers Want?
Survey results showing what services and
details customers are looking for while
staying at hotels.
!
!
Link: http://huaban.com/pins/123754110/

65. advocate
4
Input/Data Feedback
Taking input from existing
customers and re-presenting it to
new & loyal customers. There is
value in what customers are telling
brands (others want to know).
Pod Inn & WeChat Study
Using survey data, Pod Inn utilized this
infographic to show the reasons and
convenience behind booking on WeChat.
!
Link: http://huaban.com/pins/74850639/

66. 图
腾
email
chris@totemmedia.net