Understanding Social Media's Visual Revolution

digital marketing world | marketingprofs | 2013

Pics to ClicksUnderstanding Social Media’s Visual Revolution

Hello!

Nick Westergaard

Brand Driven Digital

Ann Handley

MarketingProfs

Mike Hayes

Ben & Jerry’s

Social Media’s Visual Revolution

‣ Why Visual

‣ Visual Updates to Social Networks & Visual Content

‣ What This Means for B2B & B2C Brands

‣ Visual Brand Case Study: Ben & Jerry’s

‣ How Your Brand Can Prepare

‣ Questions

1

Why Visual?

Visual?

Photo via Flickr user Ali Smiles

Social Media Is Increasingly Visual

Photo via Flickr user birgerking

The Content Shared Is More Visual

44% of usersARE MORE LIKELY TO ENAGE WITH A BRAND THAT

POSTS PHOTOS VS. OTHER FORMS OF MEDIA

Source: ROI Research

2

Visual Updates to Social &

Social Content

300 Million Photos

Uploaded to Facebook

Every Day

Photo via Flickr user west.m

Google+

Pinterest

Instagram

Tumblr

Facebook

46% More Engagement with Timeline

Impact by Post Type

Twitter

Foursquare

LinkedIn

SlideShare

MySpace

Images Show Brand

Humanity

Emotional Connections

Visual Content Can Also ...

Brand Promote Events Educate

SellLaunch ProductsPosition

3

6 Key Things This

Means for B2B & B2C

1. You Have an

Unprecedented Opportunity

2. You Have an Unprecedented

Imperative. Think: “Story”

Not “Stock.”

3. Think: Content Worth Sharing

4. Be a Content Brand

Not a “Brand with Content”

Channel consistency is key

5. Show How Your Product

Lives in the World

Connect online & in-person

6. Yes, Even You, B2B!

Events, behind the

scenes, gamification,

geolocation.

4

Visual Brand Case Study:

Ben & Jerry’s

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Ben & Jerry’s

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#VermontByVermonters

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#VermontByVermonters

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#CaptureEuphoria

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#CaptureEuphoria

5

6 Ways to Prepare

Your Brand

1. The Basics Still Matter

Photo via Flickr user stevendepolo

2. Have a Plan

Find the Network That Fits

3. Invest in Photography

Photo via Flickr user BigTallGuy

Fun Fact

4. Teach Storytelling

5. Make Your Past Visual

Photo via Flickr user DesheBoard

Milestones

Pin History Too

6. Involve Your Fans

Source: Ben & Jerry’s Fan Photo

Looking Ahead

Photo via Flickr user eschipul

Questions?

Nick Westergaard

Brand Driven Digital

[email protected]

@nickwestergaard

Ann Handley

MarketingProfs

[email protected]

@marketingprofs

Mike Hayes

Ben & Jerry’s

[email protected]

@hayesbtv