1 Proprietary & Confidential © 2011 Zócalo Group, LLC
June 2013
@JessicaReed09
WHY AND HOW OF VISUAL STRATEGY FOR BRANDS IN SOCIAL MEDIA
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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?
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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
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44% of users are more likely to engage with brands if they post pictures than any other media.
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Image Strategy
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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
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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!
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Tactics
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Management Systems
Be Efficient
Be Responsive
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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
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Contests
for the Win
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Gather the Influence
3,604,241
Followers
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Amplify through Paid
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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
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Analytic Platforms Offer More
22 Proprietary & Confidential © 2011 Zócalo Group, LLC
Resources
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Popular Images
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Popular Images
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Where to go next?
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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
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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
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