The document discusses the rise of visual social media and how brands are using platforms like Instagram, Pinterest, and Facebook to engage users with images. It provides statistics on how photos now dominate users' activities on these sites. The document also covers how platforms like Facebook, Twitter, Google+, LinkedIn, and MySpace have expanded their offerings for brands, but that research shows consumers do want to connect with brands on social media. The key takeaways are that brands need to develop an image strategy, platforms have extended their monetization efforts, and consumers are open to engaging with brands online.

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2. 1. The Rise of Visual Social Media
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3. 1. The Rise of Visual Social Media
The limit of length = 0
As content length is decreasing, a picture turns out to be worth a thousand words
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4. 1. The Rise of Visual Social Media
A world of images
10% of all of all photos taken by humankind were taken
in the past 12 months.
70% of all Facebook activities revolves around photos
44% of fans are more likely to engage with brands if
they post pictures than any other media
(Sources: Harvard Business School, 2012; ROI Research, 2012)
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5. 1. The Rise of Visual Social Media
Instagram tops Twitter engagement
Last August, Instagram users on average spent
257 minutes via mobile,
which is 1 times more than
½
an average user on Twitter.
(Source: Comscore, 2012)
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6. November 5, 2012
Extending reach: Instagram launches web profiles
Being all-mobile up till now, Instagram now launched ‘profile pages for the web’ for all its
users.
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7. 1. The Rise of Visual Social Media
From Pinterest to purchase
More than 1 in 5 Pinterest users has pinned an item that they later purchased
(Source: Emily Carr University & Vision Critical, 2012)
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8. 1. The Rise of Visual Social Media
From Pinterest to purchase
69% of Pinterest users have found an item they’ve purchased or wanted to purchase as
compared to only 40% of Facebook users. (source: BizRate Insights, 2012)
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9. October 25, 2012
Pinterest adds website verification
Pinterest verification makes it easier for brands to highlight their website on their profile.
At this moment, only major top-level domains are supported (.com, .biz, .info).
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10. November 14, 2012
… and business pages
Pinterest business accounts give access to a number of widgets to integrate into your
website. Go to http://business.pinterest.com/ to upgrade your account.
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11. 1. The Rise of Visual Social Media
What’s your image strategy?
“ How can images increase engagement
among my existing audience?
Think large, high-quality images, infographs,
user generated content, …
“ How can I convert that engagement
into sharing?
Think social sharing buttons, feeding images to
Instagram, Pinterest, adding Pinterest/Instragram
tabs to Facebook Pages, …
With the explosive growth and importance of visual information, brands need to think
about their image strategy
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12. October 2012
Example: Dunkin’ Donuts Instagram contest
Dunkin’ Donuts ran an activation campaign encouraging users to decorate the cup with a
costume and share a picture on Instagram using the hashtag #DresseDD to win a gift card
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13. April 2012
Example: Peugeot Jigsaw puzzle on Pinterest
Peugeot Panama created a clever Pinterest campaign asking for users to find the missing
jigsaw images on the Peugeot website and pin them to Pinterest.
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14. 2. Facebook after the IPO
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15. 2. Facebook after the IPO
Facebook by the numbers
1.01 billion 4.8 million
monthly users (26% ) users who live in BE (11% )
604 million 44%
mobile users (61% ) of belgian population
584 million 1 million
daily users (28% ) mobile users
$21,25 50% 50%
per share (44% )
(sources: Facebook press release, September 2012 / Facebook advertising, November 2012 / B.V.L.G.)
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16. 2. Facebook after the IPO
Remember Facebook EdgeRank?
“ Content posted on a Facebook brand page
on average reaches only
16% of fans.
Facebook’s EdgeRank algorithm was introduced to filter out the noise from users’ news
feeds based upon user affinity, post type and time decay.
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17. 2. Facebook after the IPO
Remember Facebook EdgeRank?
Facebook’s EdgeRank algorithm was introduced to filter out the noise from users’ news
feeds based upon user affinity, post type and time decay.
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18. September 20,2012
Facebook updates EdgeRank
“ Shares, comments and
likes will become even
more important, and
in that order!
‘organic reach’
The number of unique people, both
fans and non-fans, that saw the post
on your page or in their news feed or
ticker.
On Sept. 20, Facebook did a major upgrade to EdgeRank resulting in a drastic decrease in
organic and viral reach.
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19. September 20,2012
Facebook updates EdgeRank
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20. May 30, 2012
When Facebook becomes paid media: promoted posts
Promoted posts are shown in the user’s news feed, marked as ‘sponsored’
Any post that is less than three days old can be promoted
Only Pages with over 400 likes can use promoted posts
Facebook page owners can now buy additional reach using ‘promoted posts’. Facebook is
rumored to aim at a 80/20 ratio for organic vs promoted content in users’ news feeds.
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21. November 2, 2012
Hushing the masses: Facebook Pages feed & notifications?
Facebook recently started testing some features to enable users to still get all Page
updates, despite the recent EdgeRank changes.
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22. May 31, 2012
Managing your Page: administrator roles
Facebook now allows for different administrator roles, giving granular access depending
on the permissions needed.
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23. May 16, 2012
Managing your Page: mobile app
With the Facebook Pages iOS app, page administrators can manage their page from their
iPhone or iPad.
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24. May 31, 2012
Managing your Page: scheduling posts
Previously, 3rd party tools like Hootsuite were needed to schedule posts. Now this can be
done from within the Facebook interface. (source: Buddy Media, 2012)
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25. July 24, 2012
Managing your Page: audience targeting
Although a lot of post targeting options were added, it still remains impossible to create
own fan segments like the Google+ circles.
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26. October 3, 2012
Better ad targeting through Custom Audiences
Custom Audiences are only accessible via the free Facebook Power Editor tool.
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27. September 20, 2012
Facebook Offers
click next for video
According to Facebook, among the 100 most popular offers, 75% of the claims came not
from the people who had been initially targeted, but from someone they shared it with.
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28. October 17, 2012
Facebook launches Global Pages
One global brand identity
One URL
Global insights
The new Global Pages will allow brands to setup localised versions of their cover photos,
profile photos, apps, milestones, 'about' info, and newsfeed stories.
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29. October 8, 2012
Facebook takes on Pinterest with Collections
Facebook jumps the discovery-through-pictures bandwagon by launching a way to collect
items and put them into a wishlist.
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30. October 8, 2012
Facebook takes on Pinterest with Collections
Facebook jumps the discovery-through-pictures bandwagon by launching a way to collect
items and put them into a wishlist.
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31. 3. Twitter
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32. 3. Twitter
Twitter by the numbers
517 million 170.000+
accounts (July 2012) belgian accounts
750
tweets per second
73,3%
of Twitter users is aged 15-25
81%
has less than 50 followers
(sources: Semiocast, 2012; Beevolve, 2012; BVLG 2012)
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33. June 13, 2012
Expanded Tweets: Twitter beyond 140 characters
Expanded tweets get increased visibility in Twitter streams.
Go to https://dev.twitter.com/docs/cards for full implementation documentation
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34. November 7, 2012
Interactive images: even more beyond 140 characters
Twitter added the ability to include interactive images –powered by ThingLink- in tweets
making every picture a potential platform on its own.
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35. September 18, 2012
Twitter updates profile pages...
With the new profile pages, Twitter keeps putting more emphasis on pictures.
Twitter guidelines: https://business.twitter.com/pdfs/ProfilePage_onesheet.pdf
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36. October 9, 2012
… and publishes ‘white pages’
The Twitter directory is not intended for users. It’s for Google. After ending its real-time
search agreement with Google, Twitter had to look for other ways to get indexed.
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37. September 5, 2012
Get a live Twitter stream on your website
Now any website can embed a fully functional Twitter timeline.
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38. 3. Twitter
Not in Belgium (yet?)
Belgium currently has no access to promoted tweets, including interest targeting, geo-
targeting and surveys.
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39. 4. Google+
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40. 4. Google+
Google+ by the numbers
400 million between 46.243
Google+ users
and 363.567
belgians on Google+
100 million
monthly active users
EU ranking based upon
number of user profiles
(sources: Google, 2012; GlobalWebIndex, 2012; FindPeople onPlus; PlusDemographics; Circlecount, 2012)
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41. June 12, 2012
Link your website with Google+
When you link your website to your Google+ page, your recent posts can appear next to
the Google search results when people search for your brand.
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42. August 23, 2012
Vanity URLs for the lucky
“ Custom URLs are free for now, but we may
start charging a fee for them. However, we will
tell you before we start charging and give you
the choice to stop participating first.
- Google Policies & Principles page
Custom URLs are currently only available to selected (well-known) brands and
individuals. A global roll-out is promised, but no exact date is specified yet.
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43. August 29, 2012
Google+ goes pro
Google launched a number of features for Google Apps business users that allow them to
better work together via Google+ features.
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44. October 10, 2012
New mobile iOS & Android app brings support for Pages
Up until now, brand managers had to use the web or mobile browser version to manage
all of their pages. As from now, they can use a native mobile iOS or Android app.
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45. 4. Google+
How Google+ could beat Facebook
Google is the only company in the world that has both a very popular mobile OS and a
popular-enough social network.
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46. 5. LinkedIn
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47. 5. LinkedIn
LinkedIn by the numbers
187 million 1.306.053
members in 200 countries profiles for Belgium (32% )
110 million 2.065
unique visitors per month groups referring to BE (19% )
2 million 1.048
Company Pages jobs in Belgium (67% )
46%
of internet users are familiar
(sources: LinkedIn, 2012; Insites Consulting, 2012; BVLG, 2012)
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48. September 6, 2012
LinkedIn redesigns Company Pages
Banner images
The new page is dominated by a single image, much like Facebook’s timeline cover image.
And Twitter’s. And Google+’s. And Instagram’s.
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49. September 6, 2012
LinkedIn redesigns Company Pages
Banner images
Products, places, careers and more
All of the information you have previously listed on your page are now far more visible,
with sidebar links to your products and services, career information and more
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50. September 6, 2012
LinkedIn redesigns Company Pages
Banner images
Products, places, careers and more
News feed
Besides of increased brand visibility, LinkedIn updated the news feed to show updates
based on how likely they are to be relevant to each user.
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51. September 6, 2012
LinkedIn redesigns Company Pages
Banner images
Products, places, careers and more
News feed click next for video
Targeted updates
With targeted updates, page managers can engage on a more personal level with
followers. In addition, useful post metrics are available about 24 hours after posting.
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52. 6. Guess Who’s Back?
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53. September 1, 2012
The new MySpace
The new MySpace will be about ‘empowering people to express themselves however they
want” and will launch alongside the ‘classic’ MySpace. Go to https://new.myspace.com/
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54. 7. When Brand Meets Consumer
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55. …
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56. …
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57. …
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58. On average, people follow 8-12
brands in a passive way
50% of social
network users
follow at least 1
brand online
On average, people follow 3-6
brands in an active way
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59. …
62% of social networkers expects brands to
offer product information 62%
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60. …
…
…
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62. 8. Key Take-Aways
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63. 8. Key Take-Aways
Key Take-Aways
1 2 3
Visual information is Facebook, Twitter,
flourishing. We need to Google+ and LinkedIn
ask ourselves what are have all extended their
image strategy is going offerings for brands.
to be. Meanwhile, research
shows that consumers do
want to connect with
brands on social media.
After the IPO, Facebook
has shifted into gear to
monetize its platform.
This doesn’t however
necessarily make it easier
for marketers.
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64. Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
gdelaet@luon.com
Twitter: @geertdelaet
http://www.luon.com
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