This document discusses the rise of image-based social media and its impact. It notes that the proliferation of smartphones and ease of sharing photos has led to hundreds of millions of photos being uploaded daily to platforms like Instagram and Pinterest. This visual content is influencing how people discover information and brands online. The document examines how some brands are successfully engaging on these new social platforms through curated images and videos that build connections with audiences. It stresses that image-based social media is an important part of ongoing digital strategy and opportunities exist for brands to harness this change.

1. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
IMAGE POWERED SOCIAL
WEB
August 2013

2. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Please note, some of this document has been
amended and altered to protect client interests

3. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 3

4. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Contents
It‟s bigger than you think it is
What has changed?
How are brands reacting?
What can we do?
Summary and questions

5. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Understanding conversational currency
We need to understand how people,
brands and publishers are
communicating in order to influence
the conversation.
We need to understand what has the
currency to travel

6. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s bigger
than you
think

7. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
We used to enjoy the moment…

8. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Source: Internet Trends D11 conference, KPCB, May 2013
Now we capture it…

9. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It can be a mobilizer and call to action
too

10. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013

11. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013

12. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
500m a day

13. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
How many active monthly users?

14. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
100m
with 40m photos uploaded every day
Est. 1m Australian users

15. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
How many posts are there per day?

16. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
77m posts globally
1.7m Australian users

17. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
How many photos per day?

18. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
150m+
27% of all photo uploads globally

19. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
No sign that it‟s on the wane
Source: Internet Trends D11 conference, KPCB, May 2013

20. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Trend becoming increasingly diverse
Source: Internet Trends D11 conference, KPCB, May 2013

21. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Video still a key currency, it‟s now just
getting shorter…

22. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Perhaps we shouldn‟t be surprised

23. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Perhaps we shouldn‟t be surprised

24. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Perhaps we shouldn‟t be surprised

25. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Power of images to document & record, to
communicate more clearly than most of us can in
words, to move us emotionally that makes imagery
a cornerstone of how we „speak‟ as a species.

26. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
The cause
What has
changed?

27. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Tech convergence has enabled
proliferation

28. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
We thrive on being connected, sharing
passions & moments
Data source: Yellow social media report, May 2013
Q. What devices do you use to access social media network sites?
Facebook stats from Nielsen netview

29. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
“EVERYDAY, MORE PHOTOS ARE
TAKEN WITH THE IPHONE THAN
WITH ANY OTHER CAMERA”

30. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Samsung launch
compact „smart‟
cameras that allow
you to share as their
main USP

31. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
The effect
on the
publisher
landscape

32. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s big business

33. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s changing how sites look
2007
Facebook
newsfeed

34. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s changing how sites look
2007
Facebook
newsfeed

35. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s changing how sites look
2007
Facebook
newsfeed
40%
Of people‟s time
on Facebook is spent
on the newsfeed

36. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s changing how sites look
2007
Facebook
newsfeed
40%
Of people‟s time
on Facebook is spent
on the newsfeed
65%
Of Likes happen in the
newsfeed
45%
of comments happen in
The newsfeed

37. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s changing how sites look

38. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s changing how sites look

39. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s changing how we discover
September last year, Pinterest was
shown to be the 4th largest organic traffic
driver in the world
In Q1 2013 it sent more traffic to e-
commerce sites than it did during the
Christmas period of 2012

40. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
„Native advertising‟ is the future
Blurring lines between what is content and
what is advertising…
Content delivered in the context of the user
experience defined by the site/device.
Instead of display banners: photos on
instagram, promoted posts on Facebook,
tweets, videos on Vine

41. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
How are
brands
reacting?

42. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Ad interaction and engagement is
changing

43. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Amex- exclusivity has rewards
'Follow American Express for
instant access to exclusive
experiences, news and rewards
through our lens.„
Why it's a great account: This
financial company provides its
20,000 + followers with backstage
access to AmEx-sponsored events,
such as concerts, fashion shows,
and the U.S. Open.

44. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
GE- geek heaven
GE This feed features the ground-
breaking research and technology that
GE has been developing since the days
of Edison.
Why it's a great account: you
wouldn‟t expect a huge tech and
energy conglomerate to post much
interesting stuff. But its beautiful take
on tech at work has gained it over
130,000 followers and a lot of industry
praise

45. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Skype- capturing the emotion of
connection
Why it's a great account: Skype
is a tech enabler but they are
trying to give it a human face
because they understand there is
beauty in connecting people

46. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Intel- curation perfection

47. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
What we can do
What more can
we do?

48. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
It‟s what our customers do

49. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
We are the enabler

50. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Section removed for obvious potential to
compromise client strategies and interests

51. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Summary &
questions

52. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
How does this link to sales?
Red bull space jump!!!!!!!!!!!

53. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
How we discover: the new social
search language

54. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
Summary
1. There is a significant change in the way consumers behave
brought about by one device, the smartphone
2. The digital landscape has changed as a result of this
3. We, like other brands, are adapting with it
4. It is now, and should be, a fundamental part of our ongoing
social strategy
5. It‟s an exciting time, and as the enabler there are great
opportunities for us to harness this change

55. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 55