Combining Eyes and Ears: The Visual Search for Social - BDI 12/4 Visual Content Marketing Summit
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Presentation: Combining Eyes and Ears: The Visual Search for Social Presented by: Aaron Hayes-Roth, VP of Strategic Alliances, Brandwatch & Mary Tarczynski, CMO, Ditto Labs Photo sharing on social media only continues to grow as people capture and share their passions on a daily basis. This often includes brands - but when 85% of images don’t reference the brand name in the text, how can brands and agencies accurately measure and engage with their audiences? This session will cover some of the most common use cases for social and visual measurement and explore the insights and benefits brands and agencies can gain from using social listening and analytics across visual platforms.
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Combining Eyes and Ears: The Visual Search for Social - BDI 12/4 Visual Content Marketing Summit
- 1. COMBINING EYES & EARS: The Visual Search for Social BDI Visual Content Marketing Summit December 4, 2014
- 2. THANKSGIVING A time for family revelry…
- 3. …and perhaps a drink or two.
- 4. How is your brand part of the holiday?
- 5. USING YOUR EARS: CHOICES…
- 6. USING YOUR EARS: Twitter mentions: 82,136 …and CONVERSATION
- 7. Which brands are people talking about?
- 8. Which brands are people talking about? 53,308 followers
- 9. And what are they saying? BACARDI BAILEY’S HENNESSY
- 10. And what are they saying? JACK DANIELS JIM BEAM SMIRNOFF
- 11. USING YOUR EYES
- 12. BRANDS are photographed by people ALL THE TIME
- 13. 1.8 BILLION images are shared DAILY* *Mary Meeker 2014 Internet Trends Report
- 14. 85% of brand photos have NO brand TEXT MENTION
- 15. Less than 2% FOLLOW the brand they SHARE @JackDaniels US followers: 89,700 People showing Jack Daniels in their photos: 24,152 2,969 People who mention “Jack” or “Daniels” in text People who have a Jack Daniels photo and follow brand 161
- 16. Partial or distorted image recognition is crucial
- 17. 10% of all TWEETS include an image, but PHOTOS were 37% of Jack Daniels conversation last weekend Ratio of Photos to Text Mentions - Thanksgiving Aaron 8% 4% 8% 37% 21% 32% 40% 35% 30% 25% 20% 15% 10% 5% 0% Bacardi Baily's Hennessy Jack Daniel's Jim Beam Smirnoff 2014
- 18. What are we missing?
- 19. Jim Beam = Secret Ingredient
- 20. To understand the conversation, you need to look and listen NO TEXT REFERENCE NO PICTURE
- 21. What’s happening now? StreamDitto.com/
- 22. Aaron Hayes-Roth Brandwatch aaron@brandwatch.com @ahayesroth Mary Tarczynski Ditto Labs mary@ditto.us.com @marytarczynski