It may be cliché,
but a picture can be worth a thousand
words
Data Driven Communications
It may be cliché,
but a picture can be worth a thousand
words
Case study: Communicating coal
It may be cliché,
but a picture can be worth a thousand
words
It may be cliché,
but a picture can be worth a thousand
words
Fugitive coal dust. Next stop: your lungs.
“It is impossible to overstate how effective
these images werein building opposition
to the project.”
PPC
Does this make you want to fight coal?
Or this?
It may be cliché,
but a picture can be worth a thousand
words
Digital media=real time feedback
It may be cliché,
but a picture can be worth a thousand
words
Old model
It may be cliché,
but a picture can be worth a thousand
words
New model
It may be cliché,
but a picture can be worth a thousand
words
Drowning in data
It may be cliché,
but a picture can be worth a thousand
words
Measuring what matters
Get clear on goals
Pictures speak volumes
Check your Facebook newsfeed
Photos rule
Twitter loves photos too
All photos, all the time
Platform overwhelm
Social media as on-ramps, website as hub
Low risk laboratories
Image testing opportunities
• Email A/B tests• Facebook posts
and ads• Website landing
pages
Low numbers≠ Statistically significant results
Start with a hypothesis
Focus on the problem?
Or the solution?
Show people?
Or places and wildlife?
Text overlay: call to action
Photo size and placement
Big Testing
Our supporters have email overload
Our messages are being filtered
• 4 out of 10 emails are read on a mobile device.
• That is up over 300% from two years ago.
• Many mobile readers “filter” messages to decide which to read later
Catch the eye, touch the heart
Email A/B testing
What we can test
• Subject lines• Sender name• Time and day• Copy• Call to action• Image
Facebook ads
Change just the photo
Facebook posts
Check the Insights
Text over photo memes
Webpage A/B testing
Obama’s fundraising page
Optimizely
Share Progress
Testing tips
• Get clear on goals• Start with a
hypothesis• Change one
variable at a time• Test, test, and test
again to notice trends
More testing tips at visualstorylab.org
Your turn: questions?