Writing the Book on the Visual Revolution

8/13/2019 Writing the Book on the Visual Revolution

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on the Visual Revolution

Writing the Book

D E C E M B E R 5 , 2 0 1 3


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Publishers note:Every possible eort has been made to ensure that the informationin this book is accurate at the time of going to press, and thepublishers and authors cannot accept responsibility for any errorsor omissions, however caused. No responsibility for loss or damageoccasioned to any person acting, or refraining from action, as a resultof the material in this publication can be accepted by the editor, thepublisher or the authors.

Opinions expressed are those of the authors and do not necessarily

represent the views of their employers, Hyper Island, or Chute

First published in the USA by Hyper Island Press

Copyright Hyper IslandAll rights reserved.

PublisherHyper Island250 HudsonNew York, NY 10013http://hyperisland.com

Speacial thanks toSocial Print Studio

Chute is the most comprehensive visual brand engagement platform

on the market today, powering everything from billboards to banner

ads to native mobile apps. We believe the future of brand marketing is

visual and our tools to manage, measure and drive engagement have

become essential for brand marketers. Chute works with some of the

worlds biggest publishers and brands including NBC News, Turner,

Cond Nast, NBA, New York Times, Benet Cosmetics and House of

Blues Entertainment.

For more information, visit getchute.com

As the executive branch of the world-renowned Swedish digital learning

institution, our goal is to help brands, ad agencies, and individuals thrive

in an ever-changing digital world.

We are fueled by the philosophy of experiential learning: to approach

problems in multiple ways, to reect deeply, and to draw conclusions

with an open, collaborative spirit.

About Chute

About Hyper Island Executive


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How Do You Harness the Visual Revolution?

Writing the Book onthe Visual Revolution

The Visual Revolution Summit was a day-long gathering of

thought leaders from brands, publishers and agencies to

discuss the opportunities and challenges facing the industry

due to the onslaught of visual content.

Both attendees and presenters tackled tough topics: the

impact of visual media on publishing business models, the

future of professional photography, the evolution of the

newsroom, the increased accountability for brands, publishers

and even politicians to be more responsive, etc.

At the end of the day, attendees at the Visual Revolution

Summit formed teams and wrote a book with the help of Hyper

Island in just one hour using Instagram, Chute and Google.

This is the result of this fast-paced social experiment.


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Did you know that you are statistically morelikely to die in an airplane crash than click on a

banner ad? Your online audience is searching

for a human experience through the digital

platform. Bookend your message in a way that

appeals to the human nature.

Nicky YatesCandice Kilpatrick

Jess Ostrof


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Content needs to be: authentic,

funny, visual and timely!

Laura Mignott, Sara Walker-Santana,Bernie Davis, Ryann Flynn, Ed OBrien


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Brands and publishers should quickly

embrace gallery and feed formats

that are social and commerce

enabled.Peter Naylor, Margaret Verghese,

Nimi Wariboko


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In this age ush with a myriad of platforms and

screens, the most important things a brandneeds are to discover and understand is its

own voice and personality and creatively apply

this through relevant platforms, technologies

and media types.Tara Nolan, J Sandifer, Monica Watson,

Alanna Santini

Channel Du Jour


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Close your eyes, take a deep breath, and step

with condence into #ABraveNewWorld of story

telling. Give the world a chance to lead YOU.

Pranav Shah, Anjali Ramasunder,Ashley Giobetti, Inaki Escudero

A brand new globe.


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Traditional media is made for persuading. The visual

revolution is social media - built to share. A great image

works anywhere in the world. But its important for

brands to consistently produce content in a language

that speaks to a specic audience.

Capitalize with converged media, the combination of

your owned, earned, and paid media. Thriving happens

around being knowledgeable of data, audience, the

gestalt of story, trust, and truly making a dierence in

the world beyond a brand making prot.

Gloria Cid, Piers Mathieson, Josh Race


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Fergal Carr, Won Kim, Riki McDermott

Visual Revolution State of the Union:

What Is: Internet users long for existential

value through commonplace connectionsand emotional exchange.

What Will Be: Increased technological

advances are going to humanize more and

more of our everyday interactions.


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Emily Anne Epstein, Aaron Carrera,Thorlak Fink

In the brainstorming process, content

creators, editorial or advertorial, must

weigh the most the valuable way to reach

their audience on the spam-to-personal

spectrum.


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Christine Claxton, Aileen Faudree, JosteinSvendsen, Benjamin Lebowitz

Every brand must create a two

way engagement and dialogue

with your customers and fans.

Talk with your consumers - not

at them!


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Peter Scully, Alex Stark, Alison Matheny,Kirby Duncan, Aron Trauring

Success in the visual revolution requires trust &

authenticity in a social context. Share-able energyencapsulates the trusted exchange of visual

elements within a social web. UGC connects the

audience energy with brands & media properties in

a personal way for a trusted and open exchange.


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Eric Fleming, Jay Mandel, Christina Amato,Dave Bovenschulte

To be successful, brands need to act like humans.Because the fact of the matter is: you have to go

beyond impressions to make an impression. The

sweet spot is speaking visually. After all, a strong

image speaks loudly anywhere in the world.


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Adam Khan, Jessica Gioglio, Amy Greelaw,Scott Monty

The most talked-about brands are condent, social,

and visual. Let your fans tell your brand story.

Recognize and reward their passion.


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Eugene Lee, Mick Darling, Nicole Bohorad

Use your world and the things around youfor content inspiration.


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Blair Bandeen, Gregarious Narain,Ken Hunter

Trust your customers. Be authentic. Engage

with emotion. Treat them to your brand.

Then let THEM be real.Step Out of the Way


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Writing the Book on the Visual Revolution