SearchLove London 2016 | Jessica Gioglio | Make Your Marketing Memorable With Visual Storytelling

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Attention is the new commodity. Visual Storytelling is the new currency. Did you know that the human brain processes visuals 60,000x faster than text? Or that web posts with visuals drive up to 180% more engagement than those without? Based on Jessica's book “The Power of Visual Storytelling,” this talk shows you how to use visuals and rich media to spark engagement, inspire brand advocacy, and deliver remarkable customer experiences. You’ll discover practical tips and thought-provoking examples from a variety of companies and industries.

Marketing

Jessica E. Gioglio @savvybostonian
To Start…A Story

Jessica E. Gioglio @savvybostonian
An Invitation To Speak In Paris

Jessica E. Gioglio @savvybostonian
From Cost Cutting Measure to Creative Catalyst

Jessica E. Gioglio @savvybostonian
The Right Visual Brings Your Story To Life

Jessica E. Gioglio @savvybostonian
A Visual Revolution – Part Tech, Part Human Nature

7
90% Of Information
Transmitted To The
Brain Is Visual
Jessica E. Gioglio @savvybostonian

8
Jessica E. Gioglio @savvybostonian
Visuals Are Processed 60,000x Faster Than Text Alone

Jessica E. Gioglio @savvybostonian
The Challenge? Standing Out

Tip #1: Celebrate Your Best Assets & Key Differentiators
Jessica E. Gioglio @savvybostonian

https://vimeo.com/117164619
One Company That Takes This To Heart – Literally & Figuratively
Jessica E. Gioglio @savvybostonian

The inspiration? Celebrating the great feeling of saving
money with a victory dance like no other.
Jessica E. Gioglio @savvybostonian

Jessica E. Gioglio @savvybostonian
An Huge Success & Storytelling Strategy

Jessica E. Gioglio @savvybostonian
Ask Yourself: What Makes Your Company Unique?
Products & Services
Company Culture
Employees & Executives
Customers
CSR Programs

Jessica E. Gioglio @savvybostonian
Nobody Ever
Shares
Anything Cool
With Me!

Tip #2: Great Storytellers Play To Their Audience

Jessica E. Gioglio @savvybostonian
Embrace A Customer-Centric Mindset
“We don’t own our social media channels - our fans do”

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Customers Can Inspire Stories & Visuals
Jessica E. Gioglio @savvybostonian
Favorite Channels
User-Generated Content
Trending Topics & FAQs
Makeup of Customer Base
General Interests

Jessica E. Gioglio @savvybostonian
Use Visuals To Spark Customer Stories & Conversations

The Right Visual Can Tell Your Story While Making A
Customer’s Day Better
21
Try tweeting @BenefitBeauty and #BeautyBoost for a pick-me-up!
Jessica E. Gioglio @savvybostonian

TOMS: Get Customers Involved For A Worthwhile Cause
22
Jessica E. Gioglio @savvybostonian

Jessica E. Gioglio @savvybostonian
23
Visual Storytelling Can Make 1:1 Responses Better

What Is The Right Visual To Tell Your Story?
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 Photos
 Videos
 GIFs
 Memes
 Cinemagraphs
 Infographics
 Slideshare Presentations
Jessica E. Gioglio @savvybostonian

Cinemagraphs: Drive Attention To A Focal Point
Jessica E. Gioglio @savvybostonian

62% of B2B Content Marketers Use Infographics
Jessica E. Gioglio @savvybostonian

SlideShare has over 70 million visits and 120
million page views—every month
28
Jessica E. Gioglio @savvybostonian

Memes Can Educate – In A Humorous Way
Jessica E. Gioglio @savvybostonian

90% of Customers Say Video Is Helpful In
Their Decision Making Process
Jessica E. Gioglio @savvybostonian
140+ videos
that have a
combined 256
million+ views
on YouTube!

Mixing Visuals & Channels For An Unforgettable
Campaign
Jessica E. Gioglio @savvybostonian

Translate Stories Into Customer Experiences
Jessica E. Gioglio @savvybostonian

Key Takeaways
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 Shrinking attention spans call for high-quality visuals that tell a story.
 Strategy before tactics - shape visual storytelling efforts around goals, key
differentiators & consumer insights.
 Boost consumer engagement with 1:1 responses & co-created content.
 Personalize your content by audience & channel for better customer experiences.
 Make the most of your time here! The connections you make here could result in
AMAZING opportunities!
Jessica E. Gioglio @savvybostonian

Thank You & Questions?
Jessica E. Gioglio @savvybostonian

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