How visual culture and the quest for social proof impacts brand communication

1. A Thought Leadership Piece by MRM Planning
January 2013

2. Capturing family memories;
Learning about places and people

3. Every
minute, someone
is uploading a new
photo or a new
album.

4. Every
minute, someone
is uploading a new
photo or a new
album.
Photos of anything
and
everything, everyw
here!

5. From a way to revisit
treasured memories…

6. To becoming the
currency of social media
and the interactions
within it.

7. To becoming the
currency of social media
and the interactions
within it.
Sharing Tagged photos Wall posts

8. Engagement for both individuals and brands takes place mainly on the wall and
the photos and content within it.

11. Because a
smartphone’s camera
allows instant
capturing and
sharing, many people
consider it as an
integral part of their
mobile.

13. In the Philippines, photos are one
of the top Facebook content.
Source: Facebook data, August 2012
CONFIDENTIAL: FOR INTERNAL USE ONLY

14. The Age of a Visual Culture
Rise of image- People using Increased fan Photos as top
based Social mobile to take & engagement with Facebook content
Networking Sites upload photos photo posts in the PH

15. The validation of an
experience by
posting about it.

16. Digital does not only give people more opportunities to share themselves
with the world—it also allows acknowledgement of user content.

17. The projection of what What actually
vs.
I want to document happened

19. Grab attention and stand Communicate the richer
out from newsfeed details, like a mood or a
clutter. claim to quality

20. Images have become so central to people’s lives that for them,
their real-world experiences aren’t validated unless
they become documented and uploaded for proof.

21. Images have become so central to people’s lives that for them,
their real-world experiences aren’t validated unless
they become documented and uploaded for proof.

24. Every photo reinforces the Photos are always consistent To an extent, photos
light, uplifting break with brand image uploaded are art-directed

25. What do we want to reinforce?
Presence? Positioning? Personality?
What type of images will clearly communicate this?
What images will fans want to interact with and share?

26. Copyright © 2012 McCann Worldgroup Philippines Inc. All Rights Reserved.
Reproduction, republication or redistribution of this material by any means, in whole or in part, is prohibited without written permission from McCann Worldgroup Philippines Inc. The information shown is believed
to be true and correct however, it is not warranted or certified for accuracy. McCann Worldgroup Philippines Inc. shall not be liable for errors, omissions, or inconsistencies. Please contact McCann Worldgroup
Philippines Inc. to note any changes, errors, or omissions.