Helen Todd, CEO of Sociality Squared, and Chris Thorton, Chief Marketing Officer of Definition 6, spoke about the importance of visual marketing at Social Media Week 2013.

1. Seeing the Whole Picture with
Visual Marketing
February 2013
Presented by
Helen Todd, @helenstravels, Sociality Squared
Chris Thornton, @CMORocks, Definition 6
#smwPinterest | #SMWNYC
Check-in to Definition 6 on Foursquare
@helenstravels/@CMORocks #SMWPinterest

2. The Presenters

3. Our Presenters
Helen Todd, @helenstravels
• Co-founder & CEO
• Sociality Squared
• General Facebook Nerd
Chris Thornton, @CMORocks
• Chief Marketing Officer
• Definition 6
• Atlanta based

4. “A picture is worth ten
thousand words.”
–Fred Barnard
@helenstravels/@CMORocks #SMWPinterest

5. • High-level look at visual
communication in social
media and the mobile web:
Images & Video
• Platform-specific look and the
nitty gritty details.

6. @helenstravels/@CMORocks #SMWPinterest

10. Image source: Julie Davis Studio

12. And POP in the Stream
and Screen Real Estate

13. A picture communicates more immediately
across language barriers than any other form
of communication.
-Adam Marelli

14. Visual Communication is Important…

15. Photos: Key To Facebook
Engagement

16. Internet Evolved: The Social Web

17. Marketers are missing
the point…
• Marketers using social
incorrectly
• Messaging out of context;
duplication of traditional
• Too focused on distribution
vs. storytelling

18. Why do we share?
To give value and entertainment to
others
To provide a sense of who we are
to others
To stay connected and build
relationships with others
To create personal involvement
and feel connected with others
To persuade others to care about
what we care about

19. Who’s doing the sharing?
Hipsters Careerists Connectors
Boomerangs Altruists Selectives

20. You can share too much…

21. Content & Context Makes Brand Fans
• Are you building a community or enabling fandom and
followers (not the same thing). Communities take time and
effort to grow.
• Communities can be low cost messaging vehicles that can
help marketers reach an audience already engaged with your
brand.
• Content + Context = Conversation
• Real Relationships are built through dimensional & collective
experiences
• Don’t just talk to your community…enable them to talk to
each other

22. Listening
• “Listen" to what people are saying about
your content.
• Do they have complaints or praise?
• Identify what they’re interested in and
customize your messages accordingly.
• Use feedback to create ongoing value

23. Attention is a
limited resource
Focus your
efforts.
Have a plan.

25. AOL is of the Past…

26. Regardless of Platform,
Facebook is Important

27. “Of all of our inventions for mass communication, pictures
still speak the most universally understood language.”
- Walt Disney
@helenstravels/@CMORocks #SMWPinterest

29. What Platforms Should Your
Brand Be On
Answer these questions:
• What are your brand’s goals?
• What are your brand’s resources (budget &
bandwidth)
• Where is your brand’s audience?

31. Distribution: Plant Seeds
& Cross-Promote

32. Video: YouTube, Vimeo and Vine

33. Relevance is key….

34. Video is Big…
• 4 Billion Videos viewed on You Tube Every Day
• Online Video Budgets increased by 47% from 2011 to
2012
• Every 20 seconds 20 hours of Video loaded to
YouTube
• By 2014, 90% of all Internet Traffic will be Video (Cisco)

35. The Example:
Sharing
Happiness

37. “Happiness Machine” Performance
• Nearly 5,000,000 views
• Over 10,000+ Tweets
• “Favorited” over 12,000
times
• Maintains a near 5-Star
rating
• Received over 2500
comments
• Top 1% of all Coke
Advertisements EVER

38. Happiness is Scaleable…
US UK US
China India Philippines
Egypt
Japan Brazil

39. Vimeo

40. Vine: The Cool New Kid on
the Block

41. Pinterest

42. Pinterest: Where It Fits
• Pinterest doesn’t
compete with with
Facebook and
Twitter, it
complements it.

43. Interestingly…
• Photos on Facebook are a
success because of the social
factor; users tag themselves
and their friends
• Photos on Pinterest are also
a success, but for a much
different reason…

44. Pinterest is More…
• Pinterest is an online
representation of how we
want to be perceived
based on the tangible and
intangible objects and
desires that we possess or
aspire to possess.

46. Discovery & Search +
Reward System
• Pinterest Stream
• Actively Bookmarking
• Comments
• Likes
• Repins
• Recognition

47. Brands are on it and are
seeing the benefits…
• Pinterest referrals spend 70
percent more money than
visitors referred from non-social
channels.
• 69 percent of online consumers
who visit Pinterest have found
an item they've bought or
wanted to buy, compared with
40 percent of Facebook users.

49. Distribution
• Activity within
site
• Twitter
• Facebook

50. Distribution: Facebook

51. What You Can Do
• Get to know the Pin Etiquette
• Pin from various sources
• Pin YouTube videos
• Thoughtfully and strategically pin
– Remember people can repin items without following you – don’t get caught up in
followers
– People can follow individual boards and not all – curate them all
• Cross-promote pins on Facebook and Twitter
• Distribute content to Pinterest (e.g. blog photos)
• Categorize and add a clear description for SEO
• Participate in the community – don’t just publish, repin!
• Create multiple boards
• Reach out to your current customers first!
• Optimize your website for Pinterest
• Don’t just think about account, think about boards and pins

52. The Rise of the Visual Web

53. Brands are starting to love Instagram

57. Instagram Tips
• It’s about art, not ads
• Be the brand, not the product
• Focus on the
community/involve the
community
• Instagram can serve as fuel for
other networks
• DON’T get distracted by new
Instagram Profile pages

58. Instagram has
passed Twitter’s
daily mobile active
users (August 2012)

59. Tumblr

61. What is it?
• It’s a Blogging Platform
• It’s a Social Network
• It’s a Content Distribution Platform

62. When is Tumblr Right
• Tumblr is more popular with 13-to-25-year-olds than
Facebook, of whom 59% said they were regular users of
Tumblr, compared with 54% for Facebook.
• Among those 13 to 18, the percentage who said they
use Tumblr regularly was even higher: 61% versus 55%.
• “Facebook is where teens and young adults connect
with family and some friends Tumblr is where they
connect with like-minded people about the topics they
care about.“ – Tim Peter
• Tends to be most effective when focused on Niche
audiences with similar tastes

63. SPEED ROUND

64. Myspace Then…

65. Now…Focus: Images &
Video

66. Log-in with Facebook

67. Facebook

68. Twitter

69. Google+

71. Takeaways
• Use images that are beautiful/eye-
popping/funny/inspirational/emotional/
relatable/shareable (that you have
rights to) and distribute them across
social platforms.
• Think about streams: timing of
publishing and catching people’s
attention
• Think MOBILE
• Cross-promote and repurpose
• Think about your brand and your
audience

72. Questions?

73. Thank you!
• socialitysquared.com
• definition6.com
• facebook.com/socialitys
• facebook.com/definition6
quared
• facebook.com/definition6nyc
• pinterest.com/sociality2
• @definition6
• @sociality2