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Seeing the Whole Picture with Visual Marketing
This document presents insights on visual marketing strategies in social media, emphasizing the significance of images and videos in communication. It discusses how marketers often miss the mark by focusing on distribution rather than storytelling, and highlights the importance of engaging with communities rather than merely building a following. Various platforms like Pinterest, Instagram, and Tumblr are analyzed for their unique roles in visual marketing and audience engagement.
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Seeing the Whole Picture with Visual Marketing
- 1. Seeing the WholePicture with Visual Marketing February 2013 Presented by Helen Todd, @helenstravels, Sociality Squared Chris Thornton, @CMORocks, Definition 6 #smwPinterest | #SMWNYC Check-in to Definition 6 on Foursquare @helenstravels/@CMORocks #SMWPinterest
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- 3. Our Presenters Helen Todd,@helenstravels • Co-founder & CEO • Sociality Squared • General Facebook Nerd Chris Thornton, @CMORocks • Chief Marketing Officer • Definition 6 • Atlanta based
- 4. “A picture isworth ten thousand words.” –Fred Barnard @helenstravels/@CMORocks #SMWPinterest
- 5. • High-level lookat visual communication in social media and the mobile web: Images & Video • Platform-specific look and the nitty gritty details.
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- 10. Image source: JulieDavis Studio
- 12. And POP inthe Stream and Screen Real Estate
- 13. A picture communicatesmore immediately across language barriers than any other form of communication. -Adam Marelli
- 14. Visual Communication isImportant…
- 15. Photos: Key ToFacebook Engagement
- 16. Internet Evolved: TheSocial Web
- 17. Marketers are missing thepoint… • Marketers using social incorrectly • Messaging out of context; duplication of traditional • Too focused on distribution vs. storytelling
- 18. Why do weshare? To give value and entertainment to others To provide a sense of who we are to others To stay connected and build relationships with others To create personal involvement and feel connected with others To persuade others to care about what we care about
- 19. Who’s doing thesharing? Hipsters Careerists Connectors Boomerangs Altruists Selectives
- 20. You can sharetoo much…
- 21. Content & ContextMakes Brand Fans • Are you building a community or enabling fandom and followers (not the same thing). Communities take time and effort to grow. • Communities can be low cost messaging vehicles that can help marketers reach an audience already engaged with your brand. • Content + Context = Conversation • Real Relationships are built through dimensional & collective experiences • Don’t just talk to your community…enable them to talk to each other
- 22. Listening • “Listen" to what people are saying about your content. • Do they have complaints or praise? • Identify what they’re interested in and customize your messages accordingly. • Use feedback to create ongoing value
- 23. Attention is a limitedresource Focus your efforts. Have a plan.
- 25. AOL is ofthe Past…
- 26. Regardless of Platform, Facebookis Important
- 27. “Of all ofour inventions for mass communication, pictures still speak the most universally understood language.” - Walt Disney @helenstravels/@CMORocks #SMWPinterest
- 29. What Platforms ShouldYour Brand Be On Answer these questions: • What are your brand’s goals? • What are your brand’s resources (budget & bandwidth) • Where is your brand’s audience?
- 31. Distribution: Plant Seeds & Cross-Promote
- 32. Video: YouTube, Vimeoand Vine
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- 34. Video is Big… • 4 Billion Videos viewed on You Tube Every Day • Online Video Budgets increased by 47% from 2011 to 2012 • Every 20 seconds 20 hours of Video loaded to YouTube • By 2014, 90% of all Internet Traffic will be Video (Cisco)
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- 37. “Happiness Machine” Performance • Nearly 5,000,000 views • Over 10,000+ Tweets • “Favorited” over 12,000 times • Maintains a near 5-Star rating • Received over 2500 comments • Top 1% of all Coke Advertisements EVER
- 38. Happiness is Scaleable… US UK US China India Philippines Egypt Japan Brazil
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- 40. Vine: The CoolNew Kid on the Block
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- 42. Pinterest: Where ItFits • Pinterest doesn’t compete with with Facebook and Twitter, it complements it.
- 43. Interestingly… • Photos on Facebook are a success because of the social factor; users tag themselves and their friends • Photos on Pinterest are also a success, but for a much different reason…
- 44. Pinterest is More… • Pinterest is an online representation of how we want to be perceived based on the tangible and intangible objects and desires that we possess or aspire to possess.
- 46. Discovery & Search+ Reward System • Pinterest Stream • Actively Bookmarking • Comments • Likes • Repins • Recognition
- 47. Brands are onit and are seeing the benefits… • Pinterest referrals spend 70 percent more money than visitors referred from non-social channels. • 69 percent of online consumers who visit Pinterest have found an item they've bought or wanted to buy, compared with 40 percent of Facebook users.
- 49. Distribution • Activity within site • Twitter • Facebook
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- 51. What You CanDo • Get to know the Pin Etiquette • Pin from various sources • Pin YouTube videos • Thoughtfully and strategically pin – Remember people can repin items without following you – don’t get caught up in followers – People can follow individual boards and not all – curate them all • Cross-promote pins on Facebook and Twitter • Distribute content to Pinterest (e.g. blog photos) • Categorize and add a clear description for SEO • Participate in the community – don’t just publish, repin! • Create multiple boards • Reach out to your current customers first! • Optimize your website for Pinterest • Don’t just think about account, think about boards and pins
- 52. The Rise ofthe Visual Web
- 53. Brands are startingto love Instagram
- 57. Instagram Tips • It’s about art, not ads • Be the brand, not the product • Focus on the community/involve the community • Instagram can serve as fuel for other networks • DON’T get distracted by new Instagram Profile pages
- 58. Instagram has passed Twitter’s dailymobile active users (August 2012)
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- 61. What is it? •It’s a Blogging Platform • It’s a Social Network • It’s a Content Distribution Platform
- 62. When is TumblrRight • Tumblr is more popular with 13-to-25-year-olds than Facebook, of whom 59% said they were regular users of Tumblr, compared with 54% for Facebook. • Among those 13 to 18, the percentage who said they use Tumblr regularly was even higher: 61% versus 55%. • “Facebook is where teens and young adults connect with family and some friends Tumblr is where they connect with like-minded people about the topics they care about.“ – Tim Peter • Tends to be most effective when focused on Niche audiences with similar tastes
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- 71. Takeaways • Use images that are beautiful/eye- popping/funny/inspirational/emotional/ relatable/shareable (that you have rights to) and distribute them across social platforms. • Think about streams: timing of publishing and catching people’s attention • Think MOBILE • Cross-promote and repurpose • Think about your brand and your audience
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- 73. Thank you! • socialitysquared.com • definition6.com • facebook.com/socialitys • facebook.com/definition6 quared • facebook.com/definition6nyc • pinterest.com/sociality2 • @definition6 • @sociality2