Measuring the “Telling” in the Selling of the Story. Classifying Instagram Imagery for Internal Benchmarks
Instagram is a straightforward image, video and story sharing platform that provides a sufficiently robust framework to create a diverse range of outcomes for individual, group and corporation alike. In this presentation, we outline a process to examine how a single timeline (preferably the one you run or control) can be extracted, examined, and measured against a consistent set of five image measures. Whilst the method can inform competitor analysis, environment scans and a range of other techniques, it is presented here as an internal marketing metric system – a measurement of the “telling” as the corporate Instagram attempts to support and enable the selling of a product.
Information Builders hosted a contest in which it posted cartoons to its social feeds and asked the public to submit their best captions. This presentation contains all of the cartoons with our own captions and the winning captions included.
How To Spread Your Ideas
@KareemSamara
1- Why it’s Broken?
No Budget!
We Already Fighting
Comparison
We follow Any Rule
Similarities
Who will want it?
2- What CAN I do?
It’s Not Easy
No Smart Goals
We did our best
wake me up when I am famous
3- What’s Next?
What will People Call You?
Crazy
Foolish
Not in Egypt
Our tools are Broken
How to WIN in the Digital Age?
1-What’s Missing?
Think Different
Deliver a Value
Tell Stories
Earn Credibility
2- What’s Now?
Google it :)
3- What Should I do?
See The Big Picture
Linkedin
MOOC
Crowdfunding
Join the Team
Thanks
@KareemSamara
Kareem@SBKits.com
Facebook.com/SBKits
Mobile User Experience Optimization, from Onboarding to MonetizationShai Wolkomir
The mobile experience process could leverage from so many data points or "sensors" that we can derive from, alas, in real time we tap into less than 5% of those sensors when we implement the relevant ( personalized or not ) user experience.
Our UX challenges there are staggering and would only grow in time, let's take the onboarding experience as an example, today we are roughly loosing 30% of our users just at that initial experience which our user undergoes, which makes them unlikely to come back in the near future. "Onboarding" - it's that place we are truly "flying blind", in most cases we know nothing about our users, thus, we master the art of .. guessing!
Asking ( the device and it's surrounding ) the right questions at the right time, could make the difference when approaching these set of challenges, especially on mobile. At this session we would discuss more than 10 use cases where data matters, and how the intersection between data/sensors and user experience on mobile defines the way we should think when creating our next blueprint.
Information Builders hosted a contest in which it posted cartoons to its social feeds and asked the public to submit their best captions. This presentation contains all of the cartoons with our own captions and the winning captions included.
How To Spread Your Ideas
@KareemSamara
1- Why it’s Broken?
No Budget!
We Already Fighting
Comparison
We follow Any Rule
Similarities
Who will want it?
2- What CAN I do?
It’s Not Easy
No Smart Goals
We did our best
wake me up when I am famous
3- What’s Next?
What will People Call You?
Crazy
Foolish
Not in Egypt
Our tools are Broken
How to WIN in the Digital Age?
1-What’s Missing?
Think Different
Deliver a Value
Tell Stories
Earn Credibility
2- What’s Now?
Google it :)
3- What Should I do?
See The Big Picture
Linkedin
MOOC
Crowdfunding
Join the Team
Thanks
@KareemSamara
Kareem@SBKits.com
Facebook.com/SBKits
Mobile User Experience Optimization, from Onboarding to MonetizationShai Wolkomir
The mobile experience process could leverage from so many data points or "sensors" that we can derive from, alas, in real time we tap into less than 5% of those sensors when we implement the relevant ( personalized or not ) user experience.
Our UX challenges there are staggering and would only grow in time, let's take the onboarding experience as an example, today we are roughly loosing 30% of our users just at that initial experience which our user undergoes, which makes them unlikely to come back in the near future. "Onboarding" - it's that place we are truly "flying blind", in most cases we know nothing about our users, thus, we master the art of .. guessing!
Asking ( the device and it's surrounding ) the right questions at the right time, could make the difference when approaching these set of challenges, especially on mobile. At this session we would discuss more than 10 use cases where data matters, and how the intersection between data/sensors and user experience on mobile defines the way we should think when creating our next blueprint.
AMSRS instagram Presentation (words on a screen mix)Stephen Dann
Instagram is a straightforward image, video and story sharing platform that provides a sufficiently robust framework to create a diverse range of outcomes for individual, group and corporation alike. In this presentation, we outline a process to examine how a single timeline (preferably the one you run or control) can be extracted, examined, and measured against a consistent set of five image measures. Whilst the method can inform competitor analysis, environment scans and a range of other techniques, it is presented here as an internal marketing metric system – a measurement of the “telling” as the corporate Instagram attempts to support and enable the selling of a product.
A more wordy version of the Instagram analysis framework paper.
Leveraging the ‘Amazon Working Backwards Process’ this interactive workshop brings business leaders, data professionals and AWS teams together to define a series of experiments which you can use to make smart use of the data you have for the benefit of your customers.
What will I learn?
How to instill ‘Working Backwards’ methodology into your problem-solving processes
How to create effective hypotheses that lead to great outcomes
How to build blueprints to turn educated guesses into viable experiments to backup business cases
SmartBeemo: The World´s First Smart Posting Tool - Presentation delivered by David Uribe, VP Global y Director Creativo, Asylum Marketing at the marcus evans Latin CMO Summit 2014 held in Panama City, Oct 30-31
Adobe User Group Amsterdam - Correlation between Innovation & Growth Hacking jeroentjepkema
My slides from my session at Adobe User Group Amsterdam 2015. Theme was "Hack your Growth" and a follow up of the Lean Analytics workshop from Alistair Croll at April 21st in Amsterdam. The talk is about why we need Growth Hacking to stimulate (corporate) innovation, from innovation dilemma, to lean analytics and various examples on growth hacking...
A primer to growth hacking. Starts with the story of one of the web's most legendary growth hacks, then gets into what growth hacking is and how you can put it to work for your company. Originally presented at Growth Hacking Asia Singapore in Nov 2014
The New Marketing Stack: Necessary tools from content marketing to marketing ...Scott Liewehr
The original plan for this talk was to review all the potential parts of the marketing stack, as well as a sampling of vendors for each. But since that would've been a *really* boring talk to sit through, I did some of that here, but I gave it a twist.
In the Experience Economy, capturing the real customer experience is more important than ever. But the proliferation of digital technology has both multiplied and changed the nature of customer touchpoints, making this task more complex.
In addition, recent thinking from behavioural economics tells us it is not always straightforward to get to a true understanding of our customers' experiences. The reasons people do things may be a mystery to themselves, let alone market researchers.
In the talk I look at the shift in the customer landscape and our understanding of ourselves, before looking at practical ways to capture the real customer experience with examples from the nativeye insight platform.
Corporate Storytelling for Leaders and Business .pptxPankaj Kukreti
Storytelling is the process of using fact and narrative to communicate something to your audience.
in these Slides,
Corporate storytelling is not always believable (greenwashing) If we fill our sites with improbable stories of corporate benevolence and racially-diverse stock photos of people leaping in fields, maybe we can distract people from the reality.
There is not much difference in kids and advertising ideas. if they are yours, you will feel they are the best
here we will learn how to create and make impact stories to tell.
You're only limited by your imagination.
So For what you are waiting for
Unleash your inner storyteller.
Digital Innovation: Turning F.A.I.L. Into First Attempt In LearningSavage Marketing
By Sarah Papamichalis – Philips
How to use digital tools to enable success in breakthrough innovation, in a more or less traditional space? Case study from Philips, Male Grooming.
This is the presentation from our talk at the Smart Content conference in New York on October 19th, 2010. We talk about how we used analytics to make design and content decisions in some of our projects and our own blog.
Sales people need more than contact data to be productive. Having relevant information and news on accounts and contacts makes getting into new opportunities easier and has a huge impact on revenue. Sales data versus sales intelligence.
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
Slides from the ccis-ce 2018 cocreation event. A discussion of how the ideas of co-creation from marketing can inform and support the deployment of Lego Serious Play, and areas in which people need to engage to help us further understand the process in the LSP setting
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AMSRS instagram Presentation (words on a screen mix)Stephen Dann
Instagram is a straightforward image, video and story sharing platform that provides a sufficiently robust framework to create a diverse range of outcomes for individual, group and corporation alike. In this presentation, we outline a process to examine how a single timeline (preferably the one you run or control) can be extracted, examined, and measured against a consistent set of five image measures. Whilst the method can inform competitor analysis, environment scans and a range of other techniques, it is presented here as an internal marketing metric system – a measurement of the “telling” as the corporate Instagram attempts to support and enable the selling of a product.
A more wordy version of the Instagram analysis framework paper.
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How to instill ‘Working Backwards’ methodology into your problem-solving processes
How to create effective hypotheses that lead to great outcomes
How to build blueprints to turn educated guesses into viable experiments to backup business cases
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Measuring the “Telling” in the Selling of the Story presentation version
1. Measuring the “Telling” in the
Selling of the Story
Classifying Instagram Imagery for Internal
Benchmarks
Dr Stephen Dann
Senior Lecturer
Australian National University
2. What was the story we told?
Does it match what we intended to say?
Instagram:
Content Measurement
17. Reposted from the timeline of another…
The ultimate “Here’s one we prepared earlier”
Type 3: Regrammed
(Really Kept Promise)
18. We should feel that we could live that
experience, or at least capture that shot,
with our own experiences
Type 4: Realism
(This is the real still life)
19. A promise unrealised or over sold
(Mis)Type 5: Broken Promise
(unrealised promise)
21. The Magic Chart
Type N count Percent Normalised
Regrammed 23 11% 0.18
Realism 128 59% 1.00
Broken Promise 14 6% 0.11
Aspirational 32 15% 0.25
Advertorial 21 10% 0.16
218
Regrammed
Realism
Broken
Promise
Aspirational
Advertorial
It makes for a lovely time series with event interval coding
22. Instagram keeps changing the deal
June 2016 API change
Difficultly in accessing captions
(as yet) no internal timeline download
Sunset Clause
23. Measure the internal message
Metrics for the content as created
Consider it Phase 1: Counts and Categories
Opportunity to go semiotic analysis
and
You can’t talk about Instagram for this many
slides without featuring at least one cat.
The Take Homes
24. Measuring the “Telling” in the
Selling of the Story
Classifying Instagram Imagery for Internal
Benchmarks
Dr Stephen Dann
Senior Lecturer
Australian National University
Editor's Notes
The Backstory
First, assume that we have a strategy
Second, assume we’re privy to that strategy
Third, measure outcomes against intention
Fourth, what got done gets measured.
Capture your timeline with Save-o-gram
Print to PDF from Save-o-gram
Print “Multiple”
“9/16/25 images a page”
Congrats! You’ve got a code book
Four clear message positions
(derived from three theme parks, twelve arcade stores, six shopping chains, two market stalls, and one airlines across five countries, two islands and three continents…)