Dr. Karen Freberg: Visual storytelling (2013)

@kfreberg

INTRODUCTION TO

VISUAL STORYTELLING

Introduction

Karen Freberg, Ph.D. – University of Louisville

Assistant Professor in Strategic Communication

Blog: www.karenfreberg.com/blog

Email: [email protected] @kfreberg

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WHAT IS VISUAL STORYTELLING?

Stories that are captured, created, &

shared to reveal insights about an

individual or brand visually.

• Specific tools and platforms are used along

with strategic, personalized, and targeted

key messages to present information for

others to help understand the storyline.

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WHY VISUAL STORYTELLING?

• Provides a window into a company culture in

which words don’t do it justice.• Captures eye-witness feature of new media &

engagement w/ audiences that are visual focused.• Photos and videos are considered “social currency” • Opportunity to extend existing relationships.• Written content is still key for success in PR –

however, visuals help illustrate these points to gain further understanding.

Don’t tell me about your brand, but

show me.

VISUAL STORYTELLING IS AN ART & A SCIENCE

AUDIENCE DATA = TELLS YOU WHAT CONTENT & STORIES THEY WANT TO HEAR

STORYTELLING HAS ALWAYS BEEN A PART OF OUR LIVES

EVERY PERSON, BRAND, AND COMPANY HAS A STORY

Digital stories are shaping audience behavior

Audience behavior is creatingDigital stories

• Characteristics• Tools

• Tools (Ptch, & Vine)

• Additional resources

• Characteristics• Best Practices• Tools

• Characteristics• Best Practices• Tools

InfographicsMobile

Apps

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• Back behind the scenes showcasing employees

and others who represent the frontline for the

brand

• New ways of viewing products beyond stores

and websites

• Generating a conversation and feedback from

audiences • Visual or projective focus group technique to test new

features, products, or even promotions• Behind the scenes, exclusive view of products and

services, and window into culture at brand

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• Sharing pins and images related to vision, mission,

and culture of company and brand .

• Visuals for inspiration on how to use products and

for additional resources (ex. infographics)

• Showcase history and presence in the industry

• Show concepts related to products and services

offered

• Boards dedicated to video content (ex. how-to

videos, interviews with key personnel at brand and

consumers).

Personal

• Use of Pinterest

– Balance of professional / personal interests

– Virtual pinboard for resume building

– Sharing experiences and stories (about me) + information useful for social ecosystems (videos + infographics)

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INFOGRAPHICS

• Good way to present data in a visual manner

• Information is easy to comprehend

• Socially shareable

• Provides new knowledge

• Good infographics • Are timely and relevant • Focus on the ideas, not software• Provide additional resources of information• Present facts, statistics, and references

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Infographics present visual representations of:

Information

Knowledge

Data & Research

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• App founded and supported by

DreamWorks

• App that allows you to use

photos and videos to share

experiences

• Edit photo and video style

• Add music

• 60 seconds max

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Use of Ptch• Creating stories from athletic event activities• Mini visual “elevator speech” from photos and video• International travel experiences abroad from conferences (Italy)• Sharing personal interests (ex. cooking)

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• New video sharing app from Twitter

• Captures and loops videos (total of six seconds)

• Ways PR can use this for visual storytelling• Animation of creating logos for brands (ex. GE)• Visual demonstrations• Behind the scenes at events & interviews • Personalized visual tours (NBC News)• Showcasing interaction & personality of products (ex.

Red Vines)• Capturing corporate internal culture

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Best Practices

• Collect data & facts (visuals and other photos) that will help communicate backstory of your company and brand

• Defining the reputation or character of your brand both in text and visuals.

• Demonstrate expertise & culture visually about products and services

• Determining the stories of the people behind the brand.

• Align company or brand’s story to their external and internal environment.

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Best Practices

• Be honest and transparent with your stories.

Individuals, agencies, and brands need to know what

are their stories before they share them.

• Focus on strategy in crafting stories with a set

direction in mind.

• Push / Pull message mentality with visuals –

meaning and purpose key

• Acceptance of stories comes from the reaction from

the customer in experiencing and being part of

the story

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Resources• Pinterest

– KISSMetrics 103 Resources for Pinterest

– Pinfluencer (looking at influence on Pinterest)

– Viral Heat (analytics for SM & Pinterest)

• Infographics– Info.gram– Piktochart– Visual.ly– Easel.ly– Daily Trekk

(100+tools for Infographics)

• Instagram– Statigr.am– Nitrogr.am– Instagram for Business

• BlitzMetrics (data metrics & analytics)

• Other Mobile Apps– Ptch (photos+video)– Tout (video)– Digisocial

(photos+video+voice)– InstaFollow (iOS app for

Instagram)

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RESOURCES• Brands (infographics)– JESS3– KISSmetrics– Eloqua– Edelman Digital

• Websites– eConsultancy Pinterest Guide– Simply Zesty Guide for Pinterest– How to create a promotional infographic– Ptch (how to create a ptch)

QUESTIONS OR COMMENTS?THANK YOU VERY MUCH.

Email: [email protected]: www.karenfreberg.com/blog