View
345
Download
1
Category
Preview:
Citation preview
THE POWER OF VISUAL STORYTELLINGHow to Create Compelling Visual Content
@stefaniemarrone @molly_porter
©2015 Seyfarth Shaw LLP. All rights reserved. 2
41000 BC41000 BC
©2015 Seyfarth Shaw LLP. All rights reserved. 3
50%of your brain is involved in visual processing
70%of all sensory receptors are in your eyes
80%of your memories are determined by what you see
©2015 Seyfarth Shaw LLP. All rights reserved. 4
While you are travelling down this road, there is a chance that one or more rocks of varying size may fall from the slopes on one or both sides of you. You should be aware of this before you travel this way so that you are cautious of this particular type of hazard.
VSVS
©2015 Seyfarth Shaw LLP. All rights reserved. 5
©2015 Seyfarth Shaw LLP. All rights reserved. 6
“Look and Feel”
“Look” “Feel”
©2015 Seyfarth Shaw LLP. All rights reserved. 7
There is no moreB2B or B2C.
It’s H2H: HUMAN TO HUMAN.
Every circumstance in which we try to move others by definition involves another human being.
Yet in the name of professionalism, we often neglect the human element and adopt a stance that’s abstract and distant.
Daniel H. Pink, To Sell Is Human:
Visual Storytelling: How to Create Compelling Visual
Content
Can you taste the yolk of this egg?
This is a vicious dog.
This is a vicious dog.
Photos really do speak a 1000 words.They capture emotion, uniqueness and create a strong connection with your audiences
Powerful visuals + evoke emotions =
Deeper engagement
21
22
More than 500 million photos are shared on social media each day.
Businesses can’t afford to ignore visual content marketing.
How can your firm stand out from the pack?
Be authentic, clever, creative, find your
niche and demonstrate your market-leading
position.
Define Audience
Align Business Strategy
Determine Content
Producers
Measureand Adapt
Content
Create a Content Calendar
• Tracks date and manages future content with ideas on what can be adapted in a visual format.
• Track events, holidays, award publication dates, key legal developments and other things that may impact the content you want to share and when. Enables you to target content by practice, industry, region, etc.
• Helps to repurpose content internally and externally across channels (ex: plan a series of blog posts with visuals or videos around a white paper or case study with an accompanying webinar).
What Can Be Turned Into Visual Content?
• Thought leadership – client alerts, white papers, surveys, books• Internal communications• Events• Blog posts• Events (in person and webinar)• Social media posts• PR/media• Advertising• Sponsorship and conferences (materials, tradeshow booth, etc.• Alumni relations• Recruiting materials• Emails and signature blocks• RFPs• Collateral featured in lobby/client‐facing floors, on home page, high‐
volume traffic areas
Define Your AudienceWhat issues do they care about?What content are they seeking?
Top Social Channels*
*Often low cost!
Twitter: I’m eating a #donut
Facebook: I like donuts
Pinterest: Here’s a donut recipe
Foursquare: This is where I eat donuts
Instagram: Here’s a vintage photo of my donut
YouTube: Here I am eating my donut
LinkedIn: My skills include donut eating
Google+: I’m an authority on donut eating
Flickr: Here are my photos from the donut eating contest
“For a social media post to be truly effective, you must post it multiple times to your target
networks”
--Guy Alvarez
Social Media Posts with Images – use free online
tools to resize
Photo posts account for 93% of the most engaging posts on Facebook. They get 53%
more likes, 104% more comments and 84% more click-throughs than text-based posts
Share Your History
Develop Community Around Good Works
Repurpose Lawyer Activities, Speaking Engagement and Content –Think Outside the Box
Bolster marketing and communications efforts • Media pitches • Speaking opportunities • Client memos • Thought leadership • Extend shelf life of firm events and sponsorships through video clips• Website and social media
Enhance internal communications• Newsletters • Town Halls /Meetings
Tools to consider• VideoLink in‐house studio solution• The power of YouTube• JD Supra syndication of video• Using Vine through Twitter to promote video
Video Marketing
Infographics
Proskauer Frozen Campaign
Trade Show Booths
Show vs. Tell
Using Instagram at Events with Eventsagram
Less than 1% of all Pinterest accounts belong to businesses...
Leading to a huge opportunity for businesses to reach audiences on Pinterest
Use Pinterest to share data & content using visuals
• Blog posts• Videos• Infographics• White papers, reports and surveys• Lawyer presentations – through Slideshare• News clips/reprints• Links to past webinars• Event photos
Everything can be a linkGreat place to house old content – thought leadership, infographics, book covers, etc.
Use your signature block as a branding tool – it’s a missed opportunity if you don’t.
Use it for:• Promoting recent or upcoming awards/recognitions• Publicizing a blog or thought leadership piece or client tool• Link to your LinkedIn account, web bio and the firm’s other
social media channels (LinkedIn, Twitter, etc.) – everyone should do this!
• Announce an office move/new office opening• Spread the word about a major sponsorship , event or
conference
Annual Reports and Thought Leadership
Communications Strategy:• Press Release• Media push and
backgrounders• Social media• Webinar series• Byliners• Blog posts• In‐person events in
Silicon Valley and NYC• Infographic• AIRPORT LOUNGES!
Bloomberg CSR Report ‐ BCause
Implementing Visual Content Marketing Strategy
• Know your audience• Be authentic, memorable and creative• Look outside the industry for inspiration• Repurpose existing content• Tailor content to your audience – ensure content is
shareable and mobile friendly• Use analytics to tailor and refine content• Promote content via your social channels and encourage
lawyer and staff engagement– Train all employees on the do’s and don’ts of social media and
how to share and create posts
elements of visual storytelling
©2015 Seyfarth Shaw LLP. All rights reserved. 79
Visual Storytelling
©2015 Seyfarth Shaw LLP. All rights reserved. 80
The reality
From “The Power of Visual Storytelling” by NewsCred and Getty Images http://visualstorytelling.newscred.com/the-four-principles/p/1
elements of visual storytelling
Shape
Icons
Font
Photos
Color
FONTmake your words count.
Which word looks faster?
84
Fast Fast Fast
Which word looks fastest?
COLORcapture attention.
©2015 Seyfarth Shaw LLP. All rights reserved. 88
©2015 Seyfarth Shaw LLP. All rights reserved. 89
SHAPESkeep it simple.
94
96
CROSS-FUNCTIONAL TEAMSbuilding an adhocracy of skilled professionals
client need
attorneyslegal solutions
architects
legal projectmanagers
data solutionsarchitects
ICONSa universal language.
©2015 Seyfarth Shaw LLP. All rights reserved. 99
3500 BC3500 BC
Power of icons
• Terrific work!• I like it! • Agreement
portfolio pricing[a mutual commitment to a long-term partnership]
©2015 Seyfarth Shaw LLP. All rights reserved. 102
TODAYTODAY
©2015 Seyfarth Shaw LLP. All rights reserved. 103
104Seyfarth Shaw LLP | Private and Confidential July 15, 2015 |
of text on Instagram features emoji.
845 emoji845
emoji+41 new
emojiIOS 9.1
+41 new emojiIOS 9.1
Most used emoji:
laughingwhile crying
Most used emoji:
laughingwhile crying
People emoji available in diverse
skin tone variations
People emoji available in diverse
skin tone variations
92% of online
consumers use emoji
92% of online
consumers use emoji
It is a rare privilege to observe the rise of a new language.
If the overall trend continues, we might be looking at a future where the majority of text on Instagram contains emoji.
Instagram engineering blog
©2015 Seyfarth Shaw LLP. All rights reserved. 106
The brain perceives emoji the same way it does real faces
©2015 Seyfarth Shaw LLP. All rights reserved. 107
©2015 Seyfarth Shaw LLP. All rights reserved. 108
PHOTOSauthentic, unique, human.
professional photos increase pet adoption by 92%
unsplash.com10 free photos every 10 days
flickr.com/commonspublic photo archives
flickr.com/search“Commercial Use Permitted”
LET’S REMIX
THE MINI INFOGRAPHIC“snackable” content that visualizes data
“At 844 pages, it analyzes 1,219 rulings and is our biggest and best Report ever.”
THE SOCIAL MEDIA “CARD”a call-to-action in social channels
allenmatkins.com/ucla
1 MINUTE CASE STUDYusing Canva to drive engagement on LinkedIn
©2015 SeyfarthLean Consulting 126 |
Font + Color + Icon + Shape = 2x engagement
Use on blog, website, social channels
THANK YOU.
Resources
• The Power of Visual Storytelling: http://visualstorytelling.newscred.com/the-four-principles/p/1
• Slideology: http://www.duarte.com/book/slideology/• Canva www.canva.com• The Noun Project: www.thenounproject.com• Mishcon de Reya http://www.mishcon.com/• Unsplash www.unsplash.com• Flickr Commons www.flickr.com/commons
Recommended