[WMD 2015] Ahalogy >> Michael Wohlschlaeger, "Visual Virology 101: How To Win the Hearts & Pins of Instagram & Pinterest Followers"

V I S U A L C O N T E N T M A R K E T I N G I S L I K E B A S E B A L L

M I C H A E L W O H L S C H L A E G E RC O - F O U N D E R / C E O

Michael Wohlschlaeger, @mlwohls @

@ M LW O H L S :

V I S U A L C O N T E N T M A R K E T I N G I S ( K I N D A ) L I K E B A S E B A L L @ A H A L O G Y

20 MIN

ONE THING

M O N E Y B A L L

A L V S . N L

P I T C H I N G

( K I N D A )

8-TIME WORLD SERIES CHAMPIONS

11-TIME WORLD SERIES CHAMPIONS

5 OF LAST 10 CHAMPIONSHIPS

PRIMARY CONTENT MEDIUM

IMAGES (+ DESCRIPTIONS)

ECOSYSTEM

CLOSED GARDEN FREE FLOWING

DEMOGRAPHICS

MILLENNIALS COLLEGE TO EMPTY NESTERS

USER INTENT

BROADCAST & COMMUNITY

SELFISH… IN THE BEST WAY POSSIBLE

CONTENT GOALS

ASPIRATION / PERSONAL BRANDING

INSPIRATIONAL YET ATTAINABLE

CONTENT EMOTION

BEAUTY, LUXURY, ETC.

ACTION, FUTURE, EVERYDAY LIFE

MARKETING GOAL

BRANDING & CONVERSATIONS

BRANDING + ACTION

MONEYBALL:YOUR BUYING ‘WINS’ , NOT ‘PLAYERS’

IT ’S GREAT TO BE GOOD

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

31% of Players = 80% of Salary

Cumulative Players

HOW ABOUT PINTEREST?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Cumulative Pins

ks 6% of Pins = 80% of Clicks

OK… WHAT MAKES CONTENT GREAT?

SQUINT ???

F INE… WE’LL DO IT OURSELVES

WHY SO HARD?

READY?

READ FAST

In this tearjerking YouTube video, watch as a soldier returning home for a visit gives his wife a surprise of a lifetime.

Rebecca B., who submitted the video to the Welcome Home Blog, said her husband had invented an elaborate ruse so that she would be caught unawares by his arrival.

"I had been bugging him for months about when he would be able to come home and he had me totally convinced that he was not going to be able to come at all," she wrote in the video's description.

However, Rebecca admitted that she had become a little suspicious when her husband's whole family -- including his brother Jim who is also in the army and flew in from Europe -- came to town.

But the soldier's family were in on the plot.

"They all convinced me the surprise was really Jim coming back early, and not my husband coming home," Rebecca wrote.

"The moment I saw him was just unreal…I saw the boots, the uniform, and then the face. It was just complete joy, disbelief and relief, which is why I fell on the floor and sobbed uncontrollably," wrote Rebecca. "It was the surprise of a lifetime, me and my girls had missed him soooooo much."

Rebecca added that her husband's deployment will be coming to an end soon and the family is excited for him to return home for good.

LET ’S TRY AGAIN

GET READY…YOU’VE GOT 5 SECONDS

READY TO TRY AGAIN?5 MORE SECONDS

SO WE (HUMANS) ARE PRETTY DARN GOOD AT

PROCESSING IMAGES

HOW ABOUTCOMPUTERS?

In this tearjerking YouTube video, watch as a soldier returning home for a visit gives his wife a surprise of a lifetime.

Rebecca B., who submitted the video to the Welcome Home Blog, said her husband had invented an elaborate ruse so that she would be caught unawares by his arrival.

"I had been bugging him for months about when he would be able to come home and he had me totally convinced that he was not going to be able to come at all," she wrote in the video's description.

However, Rebecca admitted that she had become a little suspicious when her husband's whole family -- including his brother Jim who is also in the army and flew in from Europe -- came to town.

But the soldier's family were in on the plot.

"They all convinced me the surprise was really Jim coming back early, and not my husband coming home," Rebecca wrote.

"The moment I saw him was just unreal…I saw the boots, the uniform, and then the face. It was just complete joy, disbelief and relief, which is why I fell on the floor and sobbed uncontrollably," wrote Rebecca. "It was the surprise of a lifetime, me and my girls had missed him soooooo much."

Rebecca added that her husband's deployment will be coming to an end soon and the family is excited for him to return home for good.

Michael Wohlschlaeger, @mlwohls @I B M WAT S O N

ExcitementSelf-expression

ClosenessExtraversion

Self-transcendenceIdeal

ConscientiousnessOpenness

Emotional rangeChallenge

CuriosityHedonism

0 0.25 0.5 0.75 1

C L A R I FA I . C O M

PEOPLE

CLOTHING

MILITARY

FEMALE

PORTRAIT

BUT WHY?

236 X 384 PIXELS = 90K16,384 COLORS

= 10^69

AVG OF 15 WORDS40,000 WORDS

= 10^381,856

10^381,787

HOW HARD IS THAT?

Proton

Observable Universe

92 Billion Light Years

= 10^47

1,000,000,000,000,000,000, 000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000

1 ,652 SLIDES

LET ’S JUST SAY…

REALLY F ’N HARD

PA S T N O W F U T U R E

IS IT THE PLAYER?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Cumulative Pins

ks 6% of Pins = 80% of Clicks

IS IT THE PLAYER?

17,500

26,250

35,000

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

All Accounts Top Account

Cumulative Pins

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Cumulative Pins

IS IT THE PLAYER?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Overall - 9% of Pins perform above average

Top Creator - 16% of Pins perform above average

Cumulative Pins

Avg Performance = 24 clicks

IS IT THE PLAYER?

HOLD ON… WE’LL COME BACK

THINK LIKE A PITCHER

OPPOSINGBATTER

YOUR BEST PITCHES

NEXTPITCH

CONTENT CONSUMERS WANT

WHAT YOU WANT TO

TELL CONSUMERS

HOLYGRAIL

ORMYTH?

WHAT YOU WANT TO

TELL CONSUMERS

CONTENT CONSUMERS WANT

R IGHT TO PLAY

MESSY FOOD

MESSY KIDS

EVEN THE BEST FAIL

WHAT DO WE KNOW SO FAR…

CONTENT PREDICTION IS…

GIVE YOU CUSTOMER WHAT THEY

SO… DO WE GIVE UP?

WINNERS TAKE ALL

(KINDA)

Standard Ads Promoted Pins Ahalogy Client

100%100%100%

Paid Earned

W H E N I T W O R K S …

CASE STUDY: BRAND-X

Focus & Win = 10X Avg.

Test Promote = 5X Avg.

Organically Test = 1X Avg.

THAT LOOKS EASY…

$500k ($1,000 each)

$10k in Promoted Tests

$90k in Promoted Spend

OUCH…

=$240K

20 MIN

ONE THING

> 3 5 , 0 0 0 , 0 0 0 , 0 0 0

A BETTER WAY

CURATE

CREATE

LEARNED

@ M LW O H L S :

To w i n i n C o n t e n t M a r k e t i n g y o u n e e d t o C u r a t e - To - C r e a t e # L e a r n e d O w n e d P a i d @ a h a l o g y

FROM FORTUNE 50…

TO STARTUPS

( IF WE HAVE TIME)

M I C H A E L W O H L S C H L A E G E R : @ M LW O H L S @

[WMD 2015] Ahalogy >> Michael Wohlschlaeger, "Visual Virology 101: How To Win the Hearts & Pins of Instagram & Pinterest Followers"

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