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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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SAY HELLOBRIAN@STIPSO.COM

@brianc13stip.so

blog.stipso.com

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