A new service from Ditto Labs, Photo Insights, mines public photos shared in social media to surface new customer intelligence including: competitive behavior, cultural trends and product use.

1. Photo Insights
Susan Munter
SVP, Insights and Branding
Ditto Labs
susan@ditto.us.com
semunter@gmail.com

2. 3 Truths
750million photos are shared in social channels daily.
0 current social listening tools are built to see photos.
92% of people completely trust friends’ recommendations.

3. It’s like 10,000 stadiums filled with people talking about you

4. And you can’t hear them

5. Missed conversation

6. Missed conversation

7. Missed conversation

8. Our understanding of customers today

9. A new tool is changing how we understand customers

10. Photo Insights

11. Brand
Selection
+ Logo
Detection Photo
Insight
=
Ditto Analysis

12. Ditto uses image recognition technology to find
the brand logos in shared photos.

13. Ditto’s Technology
Logo-Detection Engine
 Designed by MIT-trained image recognition engineers
 Decades in the making
 7 proprietary technologies
 Industrial strength
 Twitter, Instagram & Tumblr

14. Routine
Ritual
Return
Reverence
Re-entry
Ditto’s classification of photo insights

15. Classifying photo insights
I believePretty much sums up my
college experience.
Routine RitualReturn
Crew-this is how you start
the weekend right.
Reverence
Greatest mom ever

16. Enhancements
Product Post
Classifying photo insights

17. Photo Insights for Timberland

18. Timberland & Male Pride
“Cause i can.”

19. Timberland, for when a women is serious
“I have never felt a love like this!”

20. “I’m so tired but I feel so good.”
Timberland kids are committed

21. Selfers (the people who took these photos)

22. The Competition: The North Face

23. Timberland vs. The North Face:
Brand Cohorts
Timberland The North Face
1 Starbuck’s
2 Air Jordan
3 Oreo
4 Disney
5 Nike
6 Coke
7 Minute Maid
8 NBA
9 The North Face
10 Nets
1 Starbuck’s
2 Nike
3 Coke
4 Taco Bell
5 Adidas
6 Dunkin Donuts
7 Minute Maid
8 FedEx
9 Vans
10 Ben & Jerry’s

24. Timberland vs. The North Face:
Geo-Targeting
Timberland
The North Face

25. Timberland Photo Data (8/13-3/14)
94% Twitter6% Instagram
Count
# of sharers 428
# of photos 455
Volume (validating) Channel
65% of
current
Timberland
logos found
by Ditto did
not include
brand in
text

26. Now what?

27. Putting insights to work
Customer Intelligence
 Personify customers for positioning, campaigns &
content creation
 Inform innovation pipeline
 Analyze the competition and aspirational brands
Customer Cultivation
 Directly engage based on photo conversation
 Directly engage based on level of influence
 Identify affinities for partnerships & ad targeting
 Protect your brand image against offensive
posts
Applications

28. How do I learn more?

29. Susan Munter
SVP, Insights & Strategy
Ditto Labs
susan@ditto.us.com
semunter@gmail.com