Download ppt - The New Marketing Reality: Visual Content

THE NEW MARKETING REALITY:

VISUAL CONTENTPRESENTED BYCARA FRIEDMAN, SR. DIRECTOR, MARKETINGTUESDAY, JULY 23, 2013http://slideshare.com/likeablehttp://likeable.com#likeable

TODAY'S PRESENTER

Cara FriedmanSenior Director,

MarketingLikeable Media

@Caraizzle

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WHAT'S INSIDE• Meet Likeable

• Overview of Content Marketing

• What is Visual Content?

• Brands and Visual Content

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• Do’s And Don’t’s For Visual Content

• Visual Content in 5 Easy Steps

• Q&A, Feedback & Grand Prize

HAVE A QUESTION?Tweet questions to @LikeableMedia or use the hashtag #likeable

Ask questions on our Facebook page at fb.com/LikeableMedia

Use the chat bar in GoToWebinar to ask questions!

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MEET LIKEABLE

TIMELINE

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MEET OUR CLIENTS

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SOCIAL MEDIA STATS

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FACEBOOK STATS

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WHY INVEST IN SOCIAL MEDIA?• Raise awareness, increase retention, and drive leads

• Control, moderate, and get involved

• Identify the positive and turn around the negative

• Gain knowledge and insight through social media

• Allow your brand to exercise the two meanings of likeable

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WHAT IS CONTENT MARKETING?

CONTENT MARKETING DEFINED

Joe Pulizzi, Content Marketing Institute

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

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Susan Gunelius, KeySplash Creative, Inc.

“Content marketing is the process of indirectly and directly promoting a business or brand through value-added text, video, or audio content both online and offline. It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum).”

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Jason Falls, Social Media Explorer

“Content marketing is using any type of content (newsletters, blog posts, white papers, videos, Tweets, podcasts, wall posts) to attract an audience you wish to market to. Capturing their attention through great content gives you the opportunity to present calls-to-action to them to purchase or try your product or service.”

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CONTENT MARKETING STATS

Articles with

images get 94% more

views.

44% of respondents to a

2012 study by ROI Research said they are more

likely to engage with brands if they

post pictures.

Social media sites and blogs reach 8

out of 10 of all U.S. Internet

users and account for 23% of all time

spent online.

78% of consumers feel that

organizations behind the content are interested in

building good relationships.

Interesting content is a top 3 reason people follow

brands on social media.

Dr. William J. Ward, a social media professor at Syracuse University

THE EVOLUTION OF CONTENT

“Blogs were one of the earliest forms of social networking where people were writing 1,000 words. When we moved to status updates on Facebook, our posts became shorter. Then micro-blogs like Twitter came along and shortened our updates to 140 characters. Now we are even skipping words altogether and moving towards more visual communication with social-sharing sites like Pinterest.”

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THE EVOLUTION OF CONTENTFACEBOOK ESTABLISHES BASIC FLUENCY IN CONTENT CREATION

2008 marked a paradigm shift in the evolution of the web, when Facebook achieved the critical mass of actively engaged users.

This began the march to full scale assimilation of the Facebook platform into the lives of every user on the web.

Facebook empowered users to synergistically communicate and share through a highly rewarding feedback system of status updates, comments, and likes that established a basic level of fluency with the content creation process.

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THE EVOLUTION OF CONTENTCONTENT PLATFORMS BECOME MORE PERSONALIZED

Next, content platforms like Tumblr, Posterous, and WordPress came onto the scene.

These platforms enabled users to evolve the low-friction, low cognitive investment content creation on Facebook (i.e. status updates, likes, posting photos, etc.) into a more substantive medium of aesthetically controlled branded sites.

For example, a user’s own Tumblr blog had a templated design which made the site more reflective of the user’s personality.

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THE EVOLUTION OF CONTENTLEVERAGING A CLASS OF CONTENT CREATORS

Tumblr was the first of these platforms to solve the audience acquisition problem by building a centralized content feed that proactively introduced other platform users to new content & thereby created an internal demand source that rewarded content creators.

Synergistically, Tumblr and other platforms created sharing systems that created a highly engaging feedback system that rewarded the content creators with social validation (i.e. follows, likes, reblogs, Tweets, Facebook shares, etc.) & promoted the content to seemingly exponentially larger audiences.

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THE EVOLUTION OF CONTENTIMAGE INTENSIVE CONTENT CREATION

This scale of content creation has caused a certain information overload in web users that has given rise to one of the most interesting developments in web history – the rise of visually-driven content consumption.

Text is expensive to consume as it requires the reader to invest cognitive resources in it’s consumption. The

rise of image based content creation enables massive audiences to instantly parse billions of stimuli (i.e.

pixels in an image) and instantaneously make logic associations that provide context and information in a

way that text never could.

This is changing how we relate to and interact with the web. It’s becoming intensely image-based and visual, which is a good thing. The visual cortex is an incredibly powerful tool and enables users to consume far more content, data, and information to compensate for the information overload.

Corkcicle*

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EXAMPLES OF CONTENT MARKETING

*client

Extra Space*

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EXAMPLES OF CONTENT MARKETING

*client

WHAT IS VISUAL CONTENT?

VISUAL CONTENT DEFINED

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Visual content is any content that is not written word or text-heavy, such as comics, memes, infographics, photos, or videos.

Visual content is any content that is not written word or text-heavy, such as comics, memes, infographics, photos, or videos.

Visual content marketing is the utilization of images to engage your prospects through the buying cycle.

VISUAL CONTENT:

SNAPCHAT

SAMPLE FACTSOME HASHTAG

Snapchat is a photo messaging application in which users can take photos, record videos, add text and drawings, and send them to a list of recipients. Users set a time limit for how long recipients can view their Snaps, ranging from up to 10 seconds to as little as 1 second, after which they will be deleted from the recipient's device.

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VISUAL CONTENT:

VINE

SAMPLE FACT#likeable

Vine is a mobile app owned by Twitter that enables its user to create and post 6-second video clips. Since its release in January 2013, Vine has accumulated 13 million users and was the most downloaded app in Apple’s app store in April 2013.

VISUAL CONTENT:

INSTAGRAM

SAMPLE FACT

Instagram is the most popular mobile photo sharing app where over 40 million photos are posted daily. Recently, Instagram released its video feature, which allows the user to make a 15-second video to share with their followers.

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VISUAL CONTENT:

GIFs


GIFs are compressed image files that take the form of small icons and animated images. They can be can be quickly transmitted over a network or the Internet and are often seen on web pages.

Tumblr and Reddit have become popular platforms for sharing GIFs, which are generally no longer than about 10 seconds.

VISUAL CONTENT:

PINTEREST


Pinterest is a photo-sharing website and social network where you can pin things of interest to you on pinboards. Followers can view your pinboards and pinned content, repinning if they like anything they see.

POLL #1


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Pinterest

Tumblr

Vine

Instagram

Which of the aforementioned social networks do you think will see the largest increase in brand presence by the end of 2013?

BRANDS AND VISUAL CONTENT

COCA-COLA

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Coca-Cola used short form content in its "Twelve Days of GIFs" campaign during Christmas. GIFs are spectacular because of their ability to tell a bite-sized story within a few seconds. Because of this campaign, Coca-Cola increased their Tumblr presence while bringing the essence of their brand to life.

URBAN OUTFITTERS

Urban Outfitters uses Vine to show customers how their products can be used—whether it is nail polish or a couch that can turn into a bed or decorating pillows, their Vine is creative and engaging and knows exactly how to use those six seconds to make a lasting impression.

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ADIDASAdidas created a Tumblr page that engages consumers visually with pictures of their latest and most eye-catching products. Each image links back to the official Adidas online store so the customers can purchase the items that they liked.

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TACO BELLTaco Bell sends out mass Snapchats to their customers of their newest foods, such as the Doritos taco. This is effective in establishing a personal relationship with customers and was extremely innovative on Taco Bell’s part since no one had previously seen Snapchat as an app that brands could use.

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SODASTREAMSodastream* uses Instagram to share photos of the drinks people can make using their Sodastream. Since Instagram recently released a video feature, Sodastream has also posted videos of drinks being made.

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*client

DO’S & DON'T’S

DO: BE CREATIVE


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Short content means you have to be extra creative in order to get your point across. Since you only have a certain number of characters or seconds, you have to use that time and space wisely to say what you want to say.

DO: KNOW YOUR AUDIENCE


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Knowing which demographics your brand is reaching out to is extremely important. Something like Pinterest might appeal to older women, but Vine might appeal to a younger group.

DO: EXPERIMENT


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While you should know your target audience and choose platforms based on that, you never know until you try. You might not think your brand will work on something like Vine or Snapchat, but it’s worth a shot.

DON'T: TRY TOO HARD


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If the voice of your brand doesn’t fit on a certain platform, don’t push too hard to make it work. Use the platforms that do work and focus on those instead of wasting energy on something that doesn’t work with your brand.


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If something is meant for a longer platform, like a blog post or a YouTube video, don’t squeeze it into 140 characters or 6 seconds. The message won’t be conveyed properly and you won’t get your full point across. Short-form content is great, but it’s not always what works!

DON'T: COMPRESS TOO MUCH

DON'T: ONLY ADVERTISE


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This is the general rule for all social media, but it is particularly true for Instagram since it can both bother and bore users and even spark a social backlash. Instead, focus on sharing facts and features about the brand in a friendly and casual way. This is much more appealing to the Instagram audience because it positions the brand as one that engages with its community rather than one that only cares about sales and success.

DO’S AND DON'T’S


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Do

Be Creative

Know Your Audience

Experiment

Don't

Try Too Hard

Compress Too Much

Only Advertise

VISUAL CONTENT MARKETING IN5 EASY STEPS

POLL #2


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Gives Your Brand an Identity

Drives User Engagement

Condenses/Explains Large Amounts Of Information

Creates Opportunities for User-Generated Content

Drives Referrals And Purchases

Which is the most important reason for marketers to investin visual content?

STEP 1: BRAINSTORM

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STEP 2: PUT PROCESSES IN PLACE

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STEP 3: DETERMINE THE BEST WAYS TO INTEGRATE IMAGERY

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STEP 4: MAXIMIZE RELEVANCE OF YOUR CONTENT

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STEP 5: INCORPORATE CUSTOMERS

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“WHY IT PAYS TO BE LIKEABLE”


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On August 14, New York Times bestselling author Dave Kerpen will show you how businesses are achieving amazing results with creative social business strategies. He’ll explore what today’s consumers expect from organizations and ways you can exceed customer expectations. You’ll discover how responsiveness, transparency, true engagement and storytelling can make your brand likeable – and profitable. The result: You will walk away energized with actionable ideas to take your social strategy to the next level - and build your business!

Sign up at www.nfib.com/webinars/likeable!

REQUEST OUR FREE E-BOOK


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THANK YOU!Questions? Feedback? Grand Prize!

CARA FRIEDMAN, SR, DIRECTOR, MARKETINGhttp://likeable.comhttp://FB.com/likeablemedia@likeablemedia