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Images are proliferating social media, on visual networks like Pinterest and Instagram and proving more effective on Facebook and Twitter. Users are more likely to engage with brands that post pictures, so check out these best practices for visual content strategy, tactics for executing images in social media and resources for finding visual inspiration. There are also a few apps to check out for where visuals may go next, including ThingLink and DigiSocial.
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1 Proprietary & Confidential © 2011 Zócalo Group, LLC
June 2013
@JessicaReed09
WHY AND HOW OF VISUAL STRATEGY FOR BRANDS IN SOCIAL MEDIA
2 © 2013 Zócalo Group, LLC
Why Images?
83% of learning
occurs visually
90% of information transmitted to the brain
is visual
Images are processed 60,000X
faster in the brain than
text
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Why Now in Social?
4 © 2013 Zócalo Group, LLC
Images Taking Over Social Media
500 million photos are shared per day on average so far in 2013, which is on pace to become a 2x increase by the end of 2013, compared to share volume in 2012
“70% of all social media actions involve a picture” - Professor Mikolaj Jan Piskorski, Harvard University
5 © 2013 Zócalo Group, LLC
44% of users are more likely to engage with brands if they post pictures than any other media.
6 Proprietary & Confidential © 2011 Zócalo Group, LLC
Image Strategy
7 © 2013 Zócalo Group, LLC
Best Practices
Editorial
No faces
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Best Practices
Include Mascot
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“Quotes account for 10% of Pinterest’s traffic”
Best Practices
10 © 2013 Zócalo Group, LLC
Best Practices
Red Hues
Multiple Dominant
Colors
50% Color Saturation
Medium
Lightness
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Best Practices
Background no more than
40% of total image area
Vertical =
Better
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Description & Hashtag
To be
shared,
it must
be
found!
13 Proprietary & Confidential © 2011 Zócalo Group, LLC
Tactics
14 © 2013 Zócalo Group, LLC
Management Systems
Be Efficient
Be Responsive
15 © 2013 Zócalo Group, LLC
Pinnable Mail
Email templates to feature specific pins with call-to-action
Ensures Pinterest users receive email featuring images on topics they’ve recently pinned
16 © 2013 Zócalo Group, LLC
Contests
for the Win
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Gather the Influence
3,604,241
Followers
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Amplify through Paid
19 Proprietary & Confidential © 2011 Zócalo Group, LLC
Measure
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Analytic Platforms Offer More
Only about 10% of conversations mention
a brand explicitly on Pinterest
Track which images are being shared, when and where they’re shared to determine the why that will influence strategy
21 © 2013 Zócalo Group, LLC
Analytic Platforms Offer More
22 Proprietary & Confidential © 2011 Zócalo Group, LLC
Resources
23 © 2013 Zócalo Group, LLC
Popular Images
24 © 2013 Zócalo Group, LLC
Popular Images
25 Proprietary & Confidential © 2011 Zócalo Group, LLC
Where to go next?
26 © 2013 Zócalo Group, LLC
Add rich media tags to an
image to make it interactive
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150MM snaps shared daily globally vs. Instagram 40MM/Day
SnapChat
28 © 2013 Zócalo Group, LLC
DigiSocial
Audio with Images
29 Proprietary & Confidential © 2011 Zócalo Group, LLC
Questions? Jessica Reed Emerging Media Strategist Zócalo Group Email: [email protected] LinkedIn: JessicaReed09 Twitter: JessicaReed09
Sources: EVZdrop, HubSpot, Curalate, Hello! Society, PinLeague, ROI Research,
Kleiner Perkins Caufield Byers, Dan Zarrella, Mashable, Pinterest
