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[A version of my presentation given to Denver Digital Summit 2014] With Instagram having an estimated 4.5 million daily photo-shares and Pinterest being the web’s third largest traffic referral source, clearly we're in the middle of a visual content revolution. But visual social sharing sites are part of a new cultural paradigm and the prosumer revolutionaries who use them won’t respond to the traditional ways of marketing. It's not about the tools or the platform - it’s all in using the right approach. What are the rules of this new digital culture? What does this audience crave, and what will turn them off? Who's doing it right? And most importantly: how can companies leverage this knowledge to organically amplify their brand reach? (Works Cited in the comments and at http://easybib.com/key/aa2440)
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@ SKYE_SANT
The Visual Content Revolution
IT’S NOT YOU, IT’S ME: Navigating the Visual Social Sharing Culture
Making life better through smart user-centered design.
Viva la REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTIONTechnology
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTIONThe culture changed
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTIONProsumer Revolution
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
REVOLUTIONVisual social sharing sites
The Visual Content Revolution
@ SKYE_SANT
REVOLUTIONVisual social sharing sites
The Visual Content Revolution
@ SKYE_SANT
REVOLUTION
The Visual Content Revolution
@ SKYE_SANT
56% +brand content
45
5/6 connect with companies
REVOLUTION
@ SKYE_SANT
THIS IS AWESOME!
Brands are good at MARKETING
@ SKYE_SANT
The Visual Content Revolution
• ‘Big launch’ marketing campaign• Deliver message to customers• Eyeballs customer acquisition• Measure visitors to [your website]• Increase in customers = success
MARKETINGAdvertising campaign:
The Visual Content Revolution
@ SKYE_SANT
Meet them where they are
MARKETING
The Visual Content Revolution
@ SKYE_SANT
MARKETINGMeet them where they are
The Visual Content Revolution
@ SKYE_SANT
MARKETINGMeet them where they are
The Visual Content Revolution
@ SKYE_SANT
MARKETINGMeet them where they are
The Visual Content Revolution
@ SKYE_SANT
MARKETINGMeet them where they are
The Visual Content Revolution
@ SKYE_SANT
MARKETINGMeet them where they are
The Visual Content Revolution
@ SKYE_SANT
MARKETINGMeet them where they are
@ SKYE_SANT
The Visual Content Revolution
• ‘Big launch’ marketing campaign• Deliver message to customers• Eyeballs customer acquisition• Measure visitors to your [website]• Increase in Friends = success
MARKETINGAdvertising campaign:
Go to where the customer is…
• Pic – hands reaching (hd2)
What’s going on?
What’s going on?• Engagement?• Customers?• Trust?
@ SKYE_SANT
The Visual Content Revolution
MARKETINGLimiting metaphor: MEDIA
NOT ABOUT MEDIA
@ SKYE_SANT
The Visual Content Revolution
MARKETINGLimiting metaphor: PLATFORM
NOT ABOUT PLATFORM
@ SKYE_SANT
The Visual Content Revolution
MARKETINGLimiting metaphor:
NOT ABOUT TOOLS
NOT ABOUT CONTENT TYPE
@ SKYE_SANT
The Visual Content Revolution
MARKETINGNot about:• Type of Media• Platform• Tool• Content Type
@ SKYE_SANT
The Visual Content Revolution
MARKETINGNot about:• Type of Media• Platform• Tool• Content Type
It’s about an APPROACH
Visual social sharing sites are a PARTY
@ SKYE_SANT
The Visual Content Revolution
PARTY
Sharing with like-minded people
@ SKYE_SANT
The Visual Content Revolution
PARTY
with similar interests
@ SKYE_SANT
The Visual Content Revolution
PARTY
who might gather at the same places
@ SKYE_SANT
The Visual Content Revolution
PARTY
who may share a belief system
@ SKYE_SANT
The Visual Content Revolution
PARTY
who could even look alike
@ SKYE_SANT
The Visual Content Revolution
PARTY
who like to do things together
@ SKYE_SANT
The Visual Content Revolution
• ‘Big launch’ marketing campaign• Deliver message to customers• Eyeballs customer acquisition• Measure visitors to your [website]• Increase in Friends = success
PARTYAdvertising campaign:
So this campaign…
@ SKYE_SANT
The Visual Content Revolution
PARTY
…might seem a little like this
@ SKYE_SANT
The Visual Content Revolution
PARTY
…or feel like this
YOUR MESSAGE IS HERE!
@ SKYE_SANT
The Visual Content Revolution
PARTY
…or look like this
@ SKYE_SANT
The Visual Content Revolution
Use their network to do something good for the community
Help solve other people’s problems Build reciprocity Value a person’s satisfaction Improve based on feedback Become part of the conversation =
success
Social Campaigns: PARTY
@ SKYE_SANT
The Visual Content Revolution
PARTYSocial: Use their network to do something
good for the community Help solve other people’s problems Build reciprocity Value a person’s satisfaction Improve based on feedback Become part of the conversation =
success
The “Gift Economy”
Some excellent uses of SOCIAL
The Visual Content Revolution
SOCIAL
Lowes Fix in Six http://lowesfixinsix.tumblr.com/
@ SKYE_SANT
Useful
Success= referral from friends vs visitors to your website
The Visual Content Revolution
SOCIAL
Beauty vloggers @ SKYE_SANT
Authentic, trustworthy
Enthusiastic brand ambassadors vs paid influencers
The Visual Content Revolution
SOCIAL
#whatsinyourbag @ SKYE_SANT
User generated content
learning cycle (pull) vs marketing campaign (push)
The Visual Content Revolution
SOCIAL
Hilton Suggests @HiltonSuggests
@ SKYE_SANT
Helpful
Help them achieve their goals vs focus on hitting numbers
The Visual Content Revolution
SOCIAL
Moleskine @ SKYE_SANT
Inclusive (tribe)
Customer satisfaction vs customer acquisition
@ SKYE_SANT
Visual social sharing sites GUIDELINES
@ SKYE_SANT
The Visual Content Revolution
Useful Authentic Listening/learning Helpful Inclusive of the tribe
Visual social sharing is: GUIDELINES
IT’S NOT YOU, IT’S ME
@ SKYE_SANT
The Visual Content Revolution
@ SKYE_SANT
The Visual Content Revolution
IT’S NOT JUST YOU; YOU’RE US!
@ SKYE_SANT
The Visual Content Revolution
Youtility by Jay Baer
Digital Marketing Maturity www.adobemarketingpro.com
Tara Hunt on SlideShare http://www.slideshare.net/missrogue
Thanks to: Icons via The Noun Project http://thenounproject.com/ Slides via Haiku Deck http://www.haikudeck.com/
RECOMMEND & CREDITS:
*See additional credits/citations on my SlideShare page
@ SKYE_SANT
The Visual Content Revolution
Email: UXskye@gmail
Linkedin: www.linkedin.com/in/skyesant/
Making life better through smart user-centered design.