THE EXCAVATION:
Digging Deep to
Mine for Powerful
Visual Content

JASON LANKOW
@jasonlankow

Column Five
columnfivemedia.c...
2

Co-founder of Column Five, a visual
content marketing agency
specializing in infographic design
and data visualization ...
3

ABOUT COLUMN FIVE

We do good work with good people. Through
trusting partnerships, we build, distribute and
automate p...
4

SERVICES

DATA VISUALIZATION

INTERACTIVE
INFOGRAPHICS

PRESENTATION
DESIGN

INFOGRAPHICS

CONTENT
STRATEGY

VISUAL LAN...
5

PARTNERS
6

WHAT I WANT YOU TO LEARN
7

PILLAR CONTENT

1

E-BOOK

SLIDESHARE

VIDEO

1

INFOGRAPHIC

1

BLOG POST

Q&A

2

MINI GRAPHIC

3

NEWSLETTERS
8

Why Does Visual Communication Work?
We can acquire more information through
our visual system than through all other
se...
9

APPEAL
1

EFFICACY

2

3

1. APPEAL
2. COMPREHENSION
3 RETENTION

COMPRE HE N S I ON

RETENTION
Key

Academic/Scientifi...
10

http://vimeo.com/29684853
11

PART I:

MYTHS, TRUTHS AND
HALF-TRUTHS ABOUT
THE BELOVED SCOURGE
OF THE INTERNET:

INFOGRAPHICS
12

MYTHS
1. WHAT WE REALLY NEED...IS A GOOD-LOOKING
INFOGRAPHIC
2. EVERYTHING SHOULD BE VISUALIZED
3. THE POWER IS/WAS IN...
13

MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC

MYTH
Infographics are successful because
they look good.
14

MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC

But I want one.
15

MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC

REALITY
Successful infographics are crafted with great
th...
16

MYTH 2: EVERYTHING SHOULD BE VISUALIZED

MYTH
Because infographics are everywhere, every
piece of communication should...
17

MYTH 2: EVERYTHING SHOULD BE VISUALIZED

REALITY
Visual content should be created to serve
specific communication need...
18

MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT

MYTH
Infographics were powerful because they were new
and every...
19

MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT

REALITY
Infographics have been around for a long time.
Their ap...
20

MYTH 4: INFOGRAPHICS ARE EASY TO CREATE

MYTH
It’s just pictures and words. Anyone can create
them. In fact, this guy ...
21

MYTH 4: INFOGRAPHICS ARE EASY TO CREATE

REALITY
Good visualization is effective when you know
who you are communicati...
22

INFOGRAPHIC EXAMPLES
23
Boulder trail map.lh FINAL 11.27.pdf

1

11/27/13

4:54 PM

5

25

LICHEN LOOP AT HEIL VALLEY RANCH
Lat . /Lon.: N40 08.95...
25
26

MAKING IT INTERACTIVE

Interactive infographics are ideal for presenting vast amounts of data
(or any information) in ...
27

What makes a
good infographic?
The value of an infographic is determined
by context and its effectiveness.
28

Growth in popularity
Wild effectiveness at the novelty stage in
digital content marketing led to
oversaturation and wi...
29

THE 3 ELEMENTS
OF AN EFFECTIVE
INFOGRAPHIC

B E AU T Y

SOUNDNESS
UTILITY
BEAUTY

SOUNDNESS

UTILITY
30

EFFICACY
SOUNDNESS
UTILITY
BEAUTY

SOUNDNESS
It features accurate research,
data and visualization.
31

EFFICACY
SOUNDNESS
UTILITY
BEAUTY

UTILITY
It fulfills its purpose.
32

EFFICACY
SOUNDNESS
UTILITY
BEAUTY

BEAUTY
It features pleasing design,
shape and form.
33

All infographics are not
created equal
Effective infographics must be conceived
with a solid foundation.
34

The roots of successful
content
Roots provide life to your ideas and guide
your efforts.
35

PART 2:

ASSESSING YOUR
FOUNDATION
WORKSHEET
36

TAKING
INVENTORY OF
KEY FOUNDATIONAL
THINKING FOR
YOUR BUSINESS
HOW WELL CAN YOU (AND YOUR TEAM)
ARTICULATE EACH PIECE...
37

GOAL OF THE
FOUNDATIONAL ASSESSMENT
Strengthen your foundational thinking and identify sources of
powerful visual comm...
38

VISION/PURPOSE
Why are we going where?
39

MISSION
How are we going there? The ideal, yet practical “how?”
40

VALUES
Who are we?
41

NARRATIVE
What is the story (or message) that guides your current efforts?
42

FOCUS/POSITIONING
Where do we play? What does winning look like?
What are our differentiators?
BUSINESS GOALS/
OBJECTIVES

GOAL:
Build the first home subdivision on
Mars

OBJECTIVE:
Build 50 homes by Feb. 21, 2016
MARKETING GOALS/
OBJECTIVES

GOAL:
Throw more Mars parties

OBJECTIVE:
Generate 5,000 qualified leads
45

WHO ARE WE TALKING TO? (AUDIENCE)
Rank in order of priority.
CONTENT GOALS/
OBJECTIVES

GOAL:
Create collateral to help people
get their friends interested in Mars
parties

OBJECTIVE:...
PUTTING THIS
INTO PRACTICE
PUTTING THIS IN PRACTICE: TELLING THE
WHOLE STORY
GOAL:

Create excitement and understanding around company vision;
help t...
PUTTING THIS IN PRACTICE: COMMUNICATING YOUR
VALUES INTERNALLY
GOAL:

Use visual content in our office to reflect and rein...
PUTTING THIS IN PRACTICE: COMMUNICATING YOUR
VALUES EXTERNALLY
GOAL:

Use visual content in our office to reflect and rein...
51
THANK YOU
I want to hear from you.
Please email me at jlankow@columnfivemedia.com
or schedule a call at bit.ly/calljason.
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The Thread Summit Keynote Speaker, Jason Lankow, CEO & Founder and Author (Column Five), "Excavation: Digging Deep to Mine for Powerful Visual Content"

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Jason Lankow, closed out The Thread Summit with a presentation on how best to share your message using visual stories. Jason's presentation included a real-life example working with Arrow Electronics in telling their story using infographics.

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The Thread Summit Keynote Speaker, Jason Lankow, CEO & Founder and Author (Column Five), "Excavation: Digging Deep to Mine for Powerful Visual Content"

  1. 1. THE EXCAVATION: Digging Deep to Mine for Powerful Visual Content JASON LANKOW @jasonlankow Column Five columnfivemedia.com @columnfive #ThreadSummit
  2. 2. 2 Co-founder of Column Five, a visual content marketing agency specializing in infographic design and data visualization (CA/NY) JASON LANKOW Co-author of Infographics: The Power of Visual Storytelling (Wiley, 2012) Professor of Information Visualization, Columbia University
  3. 3. 3 ABOUT COLUMN FIVE We do good work with good people. Through trusting partnerships, we build, distribute and automate powerful visual content that educates, engages and inspires.
  4. 4. 4 SERVICES DATA VISUALIZATION INTERACTIVE INFOGRAPHICS PRESENTATION DESIGN INFOGRAPHICS CONTENT STRATEGY VISUAL LANGUAGE AUTOMATION MOTION GRAPHICS VIDEO DIRECTION & PRODUCTION
  5. 5. 5 PARTNERS
  6. 6. 6 WHAT I WANT YOU TO LEARN
  7. 7. 7 PILLAR CONTENT 1 E-BOOK SLIDESHARE VIDEO 1 INFOGRAPHIC 1 BLOG POST Q&A 2 MINI GRAPHIC 3 NEWSLETTERS
  8. 8. 8 Why Does Visual Communication Work? We can acquire more information through our visual system than through all other senses combined. (Colin Ware)
  9. 9. 9 APPEAL 1 EFFICACY 2 3 1. APPEAL 2. COMPREHENSION 3 RETENTION COMPRE HE N S I ON RETENTION Key Academic/Scientific Marketing Editorial
  10. 10. 10 http://vimeo.com/29684853
  11. 11. 11 PART I: MYTHS, TRUTHS AND HALF-TRUTHS ABOUT THE BELOVED SCOURGE OF THE INTERNET: INFOGRAPHICS
  12. 12. 12 MYTHS 1. WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC 2. EVERYTHING SHOULD BE VISUALIZED 3. THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT 4. INFOGRAPHICS ARE EASY TO CREATE
  13. 13. 13 MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC MYTH Infographics are successful because they look good.
  14. 14. 14 MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC But I want one.
  15. 15. 15 MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC REALITY Successful infographics are crafted with great thought and intent.
  16. 16. 16 MYTH 2: EVERYTHING SHOULD BE VISUALIZED MYTH Because infographics are everywhere, every piece of communication should be made visual to make it more “digestible.”
  17. 17. 17 MYTH 2: EVERYTHING SHOULD BE VISUALIZED REALITY Visual content should be created to serve specific communication needs/goals.
  18. 18. 18 MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT MYTH Infographics were powerful because they were new and everyone loved them, but now they are old.
  19. 19. 19 MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT REALITY Infographics have been around for a long time. Their application in digital content marketing is new, but they have been effective for centuries.
  20. 20. 20 MYTH 4: INFOGRAPHICS ARE EASY TO CREATE MYTH It’s just pictures and words. Anyone can create them. In fact, this guy over here is doing them for $999.99.
  21. 21. 21 MYTH 4: INFOGRAPHICS ARE EASY TO CREATE REALITY Good visualization is effective when you know who you are communicating to and why—and you think about that audience first.
  22. 22. 22 INFOGRAPHIC EXAMPLES
  23. 23. 23
  24. 24. Boulder trail map.lh FINAL 11.27.pdf 1 11/27/13 4:54 PM 5 25 LICHEN LOOP AT HEIL VALLEY RANCH Lat . /Lon.: N40 08.958 / W105 18.009 (Lichen Loop Trailhead) 6 ROYAL ARCH TRAIL Lat. / Lon.: N39 59.930 / W105 16.970 (Chautauqua Park Trailhead) You’ve got kids, and they’ve got tiny legs. Want to get them outside the digital sphere, off their tablets, and into the fresh air? Take them on TRENT R . HEIN 7 S CHRIS ROSSI 8 SPRAGUE LAKE LOOP Lat. / Lon.: N40.32043 / W105.6078 GOSHAWK FOWLER TRAIL Lat. / Lon.: N39 55.904 / W105 16.228 (Eldorado Mountain Trailhead) picturesque scenery of America. It’s understandable, and you've come functions on the quiet and the serene. peace of mind you’re actively pursuing. SAM LEATHERS PAUL NELSON N BO L R I S F OR DE 16 E FU U N W 9 7 7 A COLLECTION OF OUTDOOR ADVENTURES 27 BEAR PEAK Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead) 10 11 5 Lat. / Lon.: N39 57.278 / W105 36.192 (Hessie Trailhead) SCOTT SEIDEL BRYAN BECKER Heil Valley Ranch DEVIL'S THUMB LAKE 12 UTE TRAIL Lat. / Lon.: N39.997198 / W105.309058 MT. SANITAS Lat. / Lon.: N40 01.242 / W105 17.649 (Mt. Sanitas Trailhead) Whether you’re taking a special someone for a picnic or talking out DIEGO SANCHEZ KASIM ESMAIL 36 13 Bald Mountain NCAR TRAILHEAD Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead) 14 BOULDER CREEK PATH Lat. / Lon.: N39 57.597 / W105 14.230 (South Boulder Creek Trailhead) Overland Road 18 15 4 Blue Lake 7 30 31 19 Y 7 Arikaree Peak North Boulder CY CMY Peak to Peak Highway K 33 Sugarloaf Mountain Caribou Ranch Open Space 19 72 22 15 Sugarloaf Road 10 28 2 6 93 22 WALKER RANCH LOOP TRAIL Lat. / Lon.: N39 57.069 / W105 20.262 25 Coal Creek Canyon Road 13 3 34 17 72 Peak to Peak Highway WHITNEY SATHER 24 FORSYTHE CANYON TRAIL Lat. / Lon.: N39.960598 / W105.395751 8 9 27 29 Towhee Trailhead Buckeye Mountain Ski Resort 1 LONG LAKE TRAILHEAD TO LAKE ISABELLE TO ISABELLE GLACIER IN INDIAN PEAKS WILDERNESS need. If you need more, then please ignore the sentence prior. ALISEN BOL GLACIER GORGE TRAILHEAD TO THE LOCH TO SKY POND IN ROCKY MOUNTAIN NATIONAL PARK Lat. / Lon.: N40 18.621 / W105 38.419 26 DIAMOND LAKE TRAIL Lat. / Lon.: N39 59.714 / W105 38.052 (4th of July Trailhead) 28 T-33A CRASH SITE (4X4 TRAIL) Lat. / Lon.: N40.162138 / W105.463858 ELDORA SKI RESORT Lat. / Lon.: N39.961376 / W105.510831 Lat. / Lon.: N40 04.674 / W105 35.077 2 30 CAROUSEL OF HAPPINESS Lat. / Lon.: N39.959789 / W105.509599 GOLD HILL INN Lat. / Lon.: N40.063233 / W105.409132 Lat. / Lon.: N39 57.278 / W105 36.192 31 32 MILL SITE INN Lat. / Lon.: N40.075114 / W105.504191 BOULDER DUSHANBE TEA HOUSE Lat. / Lon.: N40.015728 / W105.277018 After a day of hiking and shaking your head from the disbelief of the natural beauty that surrounds you, you’re going to be exhausted and and infinite possibilities for good conversation over brunch. It’s the cheapest/only form of teleportation that currently exists. BETH MCELROY TYLER BELL 3 Moderate Lat . /Lon.: N39.977443 / W105.508811 Bear Peak LOST LAKE, HESSIE TRAILHEAD (NEDERLAND) Amusement Ride Restaurant MUD LAKE TRAIL COMPLEX prepared for your friends to ask you all sorts of questions, too, like, Eldorado Springs Drive Hiking Trail Lat. / Lon.: N39.999739 / W105.471421 MATT KRIEGER Gross Reservoir KEY PEEWINK MOUNTAIN 4X4 TRAIL KATHRYN NEUGENT Eldorado Springs Pool Magnolia Road 119 Lat. / Lon.: N40.010700 / W105.571439 NCAR Twin Sisters Peak= 4th of July Road RAINBOW LAKES CAMPGROUND above you. RYAN HARTKOPF Flagstaff Road 23 Lat. / Lon.: N40 05.001 / W105 34.910 (Mitchell Lake Trailhead) JEFF WRIGHT 21 Eldora Ski Resort 140 20 Lat. / Lon.: N39 59.714 W105 38.052 salmon, and huge tiger muskies. If you bring food and drinks, too, you 14 Klondike Peak Devil’s Thumb Trailhead 23 Boulder Canyon Road 29 BLUE LAKE SEAN PEARCY 4TH OF JULY TRAIL strong conversational skills. And maybe ingredients for s’mores. They’re delicious. 21 36 32 119 4th of July Trailhead Lat. / Lon.: N39 55.845 / W105 17.654 STEVE HATHAWAY 11 124 24 Lat. / Lon.: N40.378325 / W105.488296 RANDY ELSE 12 Bighorn Mountain 20 26 18 ELDORADO CANYON TRAIL AARON OTT Long Lake M CM SOMBRERO RANCH IN ESTES PARK JACQUI PHENICIE 17 Apache Peak C MY Lat. / Lon.: N40.007187 / W105.333232 BRIAN BEGLIN Lee Hill Drive Lefthand Canyon Drive 16 CANYON LOOP TRAIL dog can ride a mountain bike, then there’s no need to listen to this. Olde Stage Road 1 CHRIS BOPP NED MCCLAIN James Canyon Drive Mt. Audubon much a solid move for any situation. enough for one day, friend. Lefthand Canyon Porphyry Mountain 72 BIG BLUESTEM / TOWHEE TRAIL Lat. / Lon.: N39 56.326 / W105 15.493 (South Mesa Trailhead) 4 BRAINARD LAKE TRAIL Lat. / Lon.: N40 05.001 / W105 34.910 (Mitchell Lake Trailhead) 33 APPLIEDTRUST Lat. / Lon.: N40 04.674 / W105 35.077 34 ELDORADO SPRINGS POOL Lat. / Lon.: N39.932632 / W105.279178 needing to pack a backpack, this hike is as convenient and ready to go most popular resorts for young and old, alike. CHRIS MCDERMOTT DAN MACKIN C R E AT E D B Y C O L U M N F I V E APPLIEDTRUST. COM 24
  25. 25. 25
  26. 26. 26 MAKING IT INTERACTIVE Interactive infographics are ideal for presenting vast amounts of data (or any information) in a clean, organized and logical manner. They can be explorative, narrative or a combination of the two. EMBED http://www.columnfivemedia. com/work-items/interactive-arab-media-use
  27. 27. 27 What makes a good infographic? The value of an infographic is determined by context and its effectiveness.
  28. 28. 28 Growth in popularity Wild effectiveness at the novelty stage in digital content marketing led to oversaturation and wide ranges of quality and accuracy.
  29. 29. 29 THE 3 ELEMENTS OF AN EFFECTIVE INFOGRAPHIC B E AU T Y SOUNDNESS UTILITY BEAUTY SOUNDNESS UTILITY
  30. 30. 30 EFFICACY SOUNDNESS UTILITY BEAUTY SOUNDNESS It features accurate research, data and visualization.
  31. 31. 31 EFFICACY SOUNDNESS UTILITY BEAUTY UTILITY It fulfills its purpose.
  32. 32. 32 EFFICACY SOUNDNESS UTILITY BEAUTY BEAUTY It features pleasing design, shape and form.
  33. 33. 33 All infographics are not created equal Effective infographics must be conceived with a solid foundation.
  34. 34. 34 The roots of successful content Roots provide life to your ideas and guide your efforts.
  35. 35. 35 PART 2: ASSESSING YOUR FOUNDATION WORKSHEET
  36. 36. 36 TAKING INVENTORY OF KEY FOUNDATIONAL THINKING FOR YOUR BUSINESS HOW WELL CAN YOU (AND YOUR TEAM) ARTICULATE EACH PIECE? DOES IT STILL WORK FOR YOUR ORGANIZATION, OR DOES IT NEED UPDATING? WHAT IS MISSING ALTOGETHER? WHO WOULD BENEFIT FROM UNDERSTANDING THIS CORE INFORMATION? WHAT WOULD IT LOOK LIKE FOR YOUR WHOLE TEAM TO BE EXCITED ABOUT THIS INFORMATION?
  37. 37. 37 GOAL OF THE FOUNDATIONAL ASSESSMENT Strengthen your foundational thinking and identify sources of powerful visual communication. Find opportunities to communicate more than just what you do.
  38. 38. 38 VISION/PURPOSE Why are we going where?
  39. 39. 39 MISSION How are we going there? The ideal, yet practical “how?”
  40. 40. 40 VALUES Who are we?
  41. 41. 41 NARRATIVE What is the story (or message) that guides your current efforts?
  42. 42. 42 FOCUS/POSITIONING Where do we play? What does winning look like? What are our differentiators?
  43. 43. BUSINESS GOALS/ OBJECTIVES GOAL: Build the first home subdivision on Mars OBJECTIVE: Build 50 homes by Feb. 21, 2016
  44. 44. MARKETING GOALS/ OBJECTIVES GOAL: Throw more Mars parties OBJECTIVE: Generate 5,000 qualified leads
  45. 45. 45 WHO ARE WE TALKING TO? (AUDIENCE) Rank in order of priority.
  46. 46. CONTENT GOALS/ OBJECTIVES GOAL: Create collateral to help people get their friends interested in Mars parties OBJECTIVE: Create a virtual home tour video by 4-1-14 to increase new home deposits by 25% YOY by 6-30-14
  47. 47. PUTTING THIS INTO PRACTICE
  48. 48. PUTTING THIS IN PRACTICE: TELLING THE WHOLE STORY GOAL: Create excitement and understanding around company vision; help team tell the Arrow story. Arrow Graphic 48
  49. 49. PUTTING THIS IN PRACTICE: COMMUNICATING YOUR VALUES INTERNALLY GOAL: Use visual content in our office to reflect and reinforce our Five Columns. 49
  50. 50. PUTTING THIS IN PRACTICE: COMMUNICATING YOUR VALUES EXTERNALLY GOAL: Use visual content in our office to reflect and reinforce our Five Columns. 50
  51. 51. 51
  52. 52. THANK YOU I want to hear from you. Please email me at jlankow@columnfivemedia.com or schedule a call at bit.ly/calljason.

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