Hi.
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@matthewknell
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3.6%Projected percentage of Internet users who will access Facebook monthly in 2014, down from 38.6% in 2010
14.0%Projected percentage of Internet users who will access Twitter monthly in 2014, down from 31.9% in 2011
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71%Of brands marketers and agencies surveyed spend 20% or less of their time focused on Facebook, 80% on the rest of the web, compared with just 58% *3 months before*
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57%
This % of advertisers and marketers have an account on:
Instagram53%
34% Tumblr
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512%more time spent on Pinterest year over year
41%more time spent on Tumblr year over year
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2800% growth in Pinterest uniques in less than a year’s time
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32% Growth in Tumblr in 6 months time from May to Nov 2011
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inc.com/instagram
0 to 30 million usersin about 18 months
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!
Attribution: Prairie Home Productions
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Stories have the most value when
they’ve been shared
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Source: Participation Inequality: Encouraging More Users to Contribute (http://www.useit.com/alertbox/participation_inequality.html)
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How are brands telling stories on the visual social
web?
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Today’s Document
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Do a content audit• Consider:• Can these platforms be a value add with assets you already have? • Review and best understand your brand stories and how they can
be flexible.• What types of content you have to share?• Curation and copyright concerns• How do you want to tell your story? • What you’re already doing on other social platforms?• What device do you want your users to find you on? • Who on your team will manage these accounts?• How can this fit within your existing content calendar?
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Be visual
• “Build a content museum” – curate or create one thing at time, but don’t undervalue the collection
• Use each channel of content to meet a slightly different user interest.
• Use “snackable” assets strong enough to stand on their own that are closely aligned with the story.
• Drive your content towards a business goal when possible (a page view, a purchase, a signup, a visitor to your store)
• When other’s can tell your brand story, teach them how and encourage them to
• Use success (likes, comments, repins) to refine the assets you use to tell your stories.
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What to use when?
• Tumblr – tell stories in simple posts with an emphasis on content but want to take advantage of the built-in community
• Instagram – think of it as a branded movie reel, each picture is one frame of your brand story
• Pinterest – when you want to claim your share of the interest graph and you have a creative / fashionable audience
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Measure success
• Repinly or Curalate for Pinterest• Statigr.am or Simply Measured for Instagram• Google Analytics or Omniture for referral
traffic from Tumblr, Instagram, Pinterest
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Repinly#thingsandpeople
Curalate
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Attribution: Prairie Home Productions
Questions?
• Lots of social type links – http://about.me/matthewknell
• Follow me on Twitter - @matthewknell• Read my ramblings http://www.tagsmith.org
or http://huff.to/hpmknell
• Download this deck later today at http://www.slideshare.net/matthewknell
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