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VISUAL CONTENT MATTERS IN 2014
Based on a presentation given in Glasgow, Scotland, Tuesday 21 January 2014
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“Be careful with whose advice you buy, but be patient with those who supply it.”
A QUICK CAVEAT:
Mary Schmich, Chicago Tribune
“Advice is a form of nostalgia.”
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OUTLINE
1.2.3.4.5.
HISTORY OF VISUAL COMMUNICATIONS
DIGITAL MARKETING TODAY
THE RISE OF TOOLS
LIKELY FUTURE TRENDS
WHERE STIPSO FITS
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ABOUT ME
BRIAN CORCORANCo-founder and Chief Commercial Officer
Stipso !
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A (VERY) BRIEF HISTORY OF VISUAL COMMUNICATIONS
STORYTELLING THROUGH PICTURES
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30,000 YEARS AGO
ALTAMIRA CAVE PAINTINGS
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LOGOGRAMSVisual symbols representing entire words
rather than the sounds that make up the word
EGYPTIAN HIEROGLYPHICS 3,250 years ago
HAN CHINESE
2,150 years ago
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445 YEARS AGO
MERCATOR PROJECTION
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GALL-PETERS PROJECTION
159/46 YEARS AGO
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WILLIAM PLAYFAIR
FATHER OF MODERN DATA VISUALISATION
1759-1823
INVENTOR OF THE BAR CHART, THE PIE CHART AND
THE LINE GRAPH. 1781
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FLORENCE NIGHTINGALE
MOTHER OF THE
INFOGRAPHIC 1820-1910
POLAR AREA CHART: CAUSES OF MORTALITY DURING THE
CRIMEAN WAR 1856
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LONDON UNDERGROUND MAP
HARRY BECK, 1933
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THE WEB IN 2014HUMANS ARE SOCIAL ANIMALS…
Photo: flickr.com/photos/anshu_si
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1.16 billion
THE (OBVIOUS) SOCIAL WEB
540 million? 232 million
200 million 100 million 70 million
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THE MOBILE WEB
430 million 150 million ?*
* Snapchat don’t publish user numbers, but claim their users send 400 million ‘snaps’ per day — more than Facebook.
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MEANWHILE, IN ASIA…
QZone 623 million
QQ (mobile) 712 million
WeChat (mobile) 600 million
Line (mobile) 300 million
RenRen (80% mobile) 200 million
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WHAT DOES ALL OF THIS MEAN FOR MARKETERS?
ALL WEB IS SOCIAL. ALL MARKETING MUST BE ALSO.
!MOBILE WEB
IT’S ALL MOBILE.
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SEO: THE RULES HAVE CHANGED
HUMMINGBIRD • Context is king
• Knowledge graph
• People don’t speak in
keyword strings
• Users ask questions
• Optimise for humans, not search engines.
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CONTENT MARKETING IS THE NEW SEO
1. Original, high-quality content is what wins 2. Content is for people, not robots 3. [not provided] means the age of the keyword is over 4. Link-building is less important, and less successful 5. ‘Black hat’ is a quick road to Google Hell 6. Authorship is more important for credibility 7. Google+ as social search?
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LIKELY FUTURE TRENDS
WHAT WILL BE REWARDED !
WHAT WILL BE PUNISHED
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CREATE VALUE FOR USERS
KNOW YOUR AUDIENCE.
YOU NEED TO BE… Useful
Informative Entertaining
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DESIGN MATTERSGOOD UX WILL BE REWARDED
BAD UX WILL BE PUNISHED
MOBILE MATTERSMOBILE-FRIENDLY DESIGN.
MOBILE-FIRST? AND RESPONSIVE.
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BE HELPFUL. BE TRANSPARENT.
WELCOME TO THE KARMIC WEB.
WHERE PEOPLE VOTE WITH THEIR EYEBALLS.
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VISUAL CONTENT IS WHAT’S NEXT.
IMAGES Facebook Pinterest Tumblr
Instagram Snapchat
VIDEO YouTube Vimeo Vine
Instagram Snapchat
INFOGRAPHICS Piktochart Infogram Visually Stipso
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DYNAMIC, INTERACTIVE CONTENT.
USER-CENTRIC. People aren’t just ‘viewers’ anymore.
They’re participants. Players. More engagement means better everything.
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BE GENEROUS. BE CONNECTED.
FIND GOOD CONTENT AND SHARE IT. If your content is good enough, people will do the same for you.
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THE RISE OF THE TOOLS WEB
WE DON’T WORK IN THE OFFICE ANYMORE.
WE WORK IN THE CLOUD.
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SOFTWARE-AS-A-SERVICE TOOLS FOR MARKETERS
MEASURE “What’s happening on my site?”
Google Analytics Moz
KISSmetrics
OPTIMISE “What do I do now that I know?”
HubSpot Optimizely Unbounce
CREATE From the desktop to the cloud. Finally.
Adobe Creative Cloud Easel.io
MailChimp Stipso.
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WHERE STIPSO FITS IN
A CREATIVE TOOL FOR VISUAL CONTENT MARKETING.
CREATE LIVING INFOGRAPHICS FOR… Visual storytelling
Audience engagement Consumer feedback Inbound marketing.
Conversion.
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THESE GUYS USE STIPSO…
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@brianc13stip.so
blog.stipso.com
INTRIGUED?GET IN TOUCH FOR A FREE TRIAL.
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