Published on July 22, 2014
WE ARE WHAT WE SHOW HOW BRANDS CAN SURVIVE IN THE VISUAL ERA. Monday, July 21, 14
THE WAY WE COMMUNICATE IS CHANGING WHY VISUAL COMMUNICATION IS TAKING OVER WRITTEN HOW BRANDS ARE ESTABLISHING THEIR VISUAL VOICE WHERE AN OPPORTUNITY IS WHAT WE ARE GOING TO TALK ABOUT: Monday, July 21, 14
THE VISUAL WORD DOESN’T KILL THE WRITTEN WORD. IT MAKES IT RICHER. Monday, July 21, 14
Without the picture, this is just a statement. With a picture, it’s a story. Monday, July 21, 14
THE WAY WE COMMUNICATE IS CHANGING Monday, July 21, 14
“ WE ARE MOVING TO A SHORTER, MORE VISUAL FORM OF COMMUNICATION. Blogs were one of the earliest forms of social networking where people were writing 1,000 words. When we moved to status updates on Facebook, our posts became shorter. Then micro-blogs like Twitter came along and shortened our updates to 140 characters. Now we are even skipping words altogether and moving towards more visual communication with social-sharing sites like Pinterest [Instagram, Tumblr]. - Dr. William J. Ward, Social Media professor at Syracuse University. Monday, July 21, 14
PHOTOS ARE THE #1 CONTENT SHARED ONLINE. - emarketer, 2013 Monday, July 21, 14
“ Who won SXSW? Photos. A picture is worth a thousand words, which is a heck of a lot more than 140 characters, and all the media owners and content platforms are aggressively heading into using photos to do their storytelling. Brands are going to have to follow very quickly. So photos won, along with Austin hotels and barbecue joints. - Fer Wang, group director, social media, PHD BRANDS THAT CAN ROCK VISUAL SOCIAL MEDIA WILL FIND THEMSELVES MARKET LEADERS. Monday, July 21, 14
WHY VISUAL COMMUNICATION IS TAKING OVER WRITTEN Monday, July 21, 14
A majority of people are visual learners. Monday, July 21, 14
Seeing comes before speaking. Visual communication is our ﬁrst form of communication. As kids, we learn about the world through images. Monday, July 21, 14
stories ﬁndings food life journey CAVE BEFORE CAVEMAN Pictures came before words. People used to share their stories through cave paintings and pictograms CAVE BEFORE CAVEMAN Monday, July 21, 14
THE INTERNET IS YOUR CAVE NOW YOU ARE THE CAVEMAN Monday, July 21, 14
Cave paintings and pictograms exist in the form of digital storytelling. Monday, July 21, 14
Through visuals, we manifest our identity, share stories and demonstrate our beliefs. Monday, July 21, 14
WE ARE WHAT WE SHOW. Monday, July 21, 14
“ ” This trend toward the visual is inﬂuenced by the shifting habits of technology users. As more people engage with social media via smartphones, they’re discovering that taking a picture ‘on the go’ is much less tedious than typing out a status update on a two-inch keyboard.- Ekaterina Walter, Social Media Innovator, Intel Monday, July 21, 14
- Instagram.com - Business Insider 60M photosuploaded daily 1.6B likes daily 350M photos uploaded daily FACEBOOK: SNAPCHAT: INSTAGRAM: Millions of pictures are shared online daily. 400M photos shared daily Monday, July 21, 14
- emarketer, 2013 64 percent of users used phones to take pictures. 2011: 2013: 84 percent of users used phones to take pictures. 51 percent of users accessed photo-sharing sites with tablets. Phones are the #1 camera. Monday, July 21, 14
Facebook: News Feed redesign “They say a picture is worth 1,000 words, and today’s feed is more like 500. Reduce clutter and focus more on stories from the people you care about." “PinView” Facebook app "Browse Facebook like you browse Pinterest." Yahoo: Instagram-inspired Flickr app Easy to create, easy to share. ebay: Pinterest-inspired redesign Big giants are jumping on a new trend of digital storytelling. Monday, July 21, 14
HOW BRANDS ARE ESTABLISHING THEIR VISUAL VOICE Monday, July 21, 14
A MAJORITY OF BRANDS ARE USING VISUALS IN THE WAY OF “SAY LESS, SHOW MORE.” Monday, July 21, 14
TUMBLR: COCA-COLA • Shares happiness of everyday moments INSTAGRAM: NIKE • Inspires sports achievements • Highlights sports accomplishments PINTEREST: L.L. Bean • Lifestyle boards • Celebrates the joy of spending time outdoors Visual social media = a destination hub for brands to express what they stand for and gain following. Monday, July 21, 14
BUT VISUALS ARE MORE THAN EYE CANDY. THEY’RE THE BAIT. Monday, July 21, 14
CREATE DESIRE VISUALS Monday, July 21, 14
- Bizrate Insights - Bloomresearch 70 percent say Pinterest is “a place to get inspiration on what to buy.” Pinterest trafﬁc converted to a sale 22 percent more than Facebook. PINTEREST: SEPHORA: Pinterest followers spend 15 times more with products than Facebook followers. As people browse on visual platforms, they become enticed to buy. Monday, July 21, 14
NOWADAYS SHOPPING DOESN’T START WITH A NEED. IT STARTS WITH DISCOVERY. Monday, July 21, 14
WHERE IS AN OPPORTUNITY? Monday, July 21, 14
INCORPORATE VISUAL SOCIAL MEDIA INTO THE SHOPPING JOURNEY: FACILITATE DISCOVERY PERSONALIZE SHOPPING CREATE AN EXPERIENCE Monday, July 21, 14
ZAPPOS PinPointing: PINTEREST • Zappos PinPointing App • Identiﬁes people’s “pins” on their Pinterest boards and recommends related items FREE PEOPLE: INSTAGRAM • Incorporates people’s Instagram pictures into Free People product page • Shoppers can see how the product will look prior to buying NIKE: PHOTOiD • Allows shoppers to design custom Instagram Nike Air Max sneakers • Shoppers can see how the product will look prior to buying Nordstrom: Pinterest • Bridges a gap between online and in-store shopping • Labels Top Pinned Items in store with Pinterest logo Examples of incorporating visual social media into shopping.facilitate discovery personalize shopping create experience facilitate discovery Monday, July 21, 14
(ROI): RETURN ON IMAGES increase reach & sales engagement advocacy brand equity - Infographic, Who is Hosting This, How to Double Your Followers in Just 5 Minutes a Day customers will spend more time interacting with your brand: time spent, number of likes, hearts (pinterest), notes (tumblr) if people like brand images, they will share: number of shares, retweets, comments, reblogs (tumblr), repins (pinterest) fun interaction with products will increase overall brand equity: brand opinion Monday, July 21, 14
Thank you! by Anya Liddiard Monday, July 21, 14
Sources: 1. Bizrate Insights, Social Image Sharing and Online Shopping, 2012 2. SXSW, Jonah Paretti, CEO of Buzzfeed, “The Big Power Shift in Media,” 2013 3. SXSW Panel, “Visual Conversation: Being at The Center of Social Media,” 2013 4. Fast Company, Ekaterina Walter, “The Rise of Visual Social Media,” 2012 5. Performics, “Life on Demand: Participant Behavior and Social Engagement,” 2012 6. emarketer 7. Stylus 8. TrendHunter 9. Bloomresearch “Facebook vs. Pinterest” Monday, July 21, 14
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