Michael Wohlschlaeger, Co-Founder & CEO, Ahalogy

1. V ISUAL CONTENT MARK ETIN G IS L IKE
BASEBALL
MICHAEL WOHLSCHL AE GER
C O - F O U N D E R / C E O

2. Michael Wohlschlaeger, @mlwohls @
@ M LW O H L S :
VISUAL CONT ENT
MARKET ING IS (KINDA) LIK E
BASEBALL
@ A H A L O G Y

3. Michael Wohlschlaeger, @mlwohls @
20
MIN
ONE
THING
=

4. Michael Wohlschlaeger, @mlwohls @
MONEY BALL
AL VS. NL
PITCHI NG
(KINDA)

5. Michael Wohlschlaeger, @mlwohls @
8-TIME WORLD SERIES CHAMPIONS

6. Michael Wohlschlaeger, @mlwohls @
11-TIME WORLD SERIES CHAMPIONS

7. Michael Wohlschlaeger, @mlwohls @
5 OF LAST 10 CHAMPIONSHIPS
3 2

8. Michael Wohlschlaeger, @mlwohls @

9. Michael Wohlschlaeger, @mlwohls @
PRIMARY CONTENT
MEDIUM
IMAGES
(+ DESCRIPTIONS)
IMAGES
(+ DESCRIPTIONS)

10. Michael Wohlschlaeger, @mlwohls @
ECOSYSTEM
CLOSED GARDEN FREE FLOWING

11. Michael Wohlschlaeger, @mlwohls @
DEMOGRAPHICS
MILLENNIALS COLLEGE TO
EMPTY NESTERS

12. Michael Wohlschlaeger, @mlwohls @
USER INTENT
BROADCAST &
COMMUNITY
SELFISH… IN THE
BEST WAY POSSIBLE

13. Michael Wohlschlaeger, @mlwohls @
CONTENT GOALS
ASPIRATION /
PERSONAL BRANDING
INSPIRATIONAL YET
ATTAINABLE

14. Michael Wohlschlaeger, @mlwohls @
CONTENT EMOTION
BEAUTY,
LUXURY, ETC.
ACTION, FUTURE,
EVERYDAY LIFE

15. Michael Wohlschlaeger, @mlwohls @
MARKETING GOAL
BRANDING &
CONVERSATIONS
BRANDING +
ACTION

16. Michael Wohlschlaeger, @mlwohls @
MONEYBALL:
YOUR BUYING ‘WINS’,
NOT ‘PLAYERS’

17. Michael Wohlschlaeger, @mlwohls @
IT’S GREAT TO BE GOOD
0%
20%
40%
60%
80%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
31% of Players
= 80% of Salary
Cumulative Players
CumulativeSalary

18. Michael Wohlschlaeger, @mlwohls @
HOW ABOUT PINTEREST?
0%
20%
40%
60%
80%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Cumulative Pins
CumulativeClicks
6% of Pins
= 80% of Clicks

19. Michael Wohlschlaeger, @mlwohls @
OK… WHAT MAKES
CONTENT GREAT?

20. Michael Wohlschlaeger, @mlwohls @

21. Michael Wohlschlaeger, @mlwohls @
SQUINT ???

22. Michael Wohlschlaeger, @mlwohls @
FINE… WE’LL
DO IT OURSELVES

23. Michael Wohlschlaeger, @mlwohls @

24. Michael Wohlschlaeger, @mlwohls @
WHY SO HARD?

25. Michael Wohlschlaeger, @mlwohls @
READY?
READ FAST

26. In this tearjerking YouTube video, watch as a soldier returning home for a visit gives his wife a
surprise of a lifetime.
Rebecca B., who submitted the video to the Welcome Home Blog, said her husband had invented
an elaborate ruse so that she would be caught unawares by his arrival.
"I had been bugging him for months about when he would be able to come home and he had me
totally convinced that he was not going to be able to come at all," she wrote in the video's
description.
However, Rebecca admitted that she had become a little suspicious when her husband's whole
family -- including his brother Jim who is also in the army and flew in from Europe -- came to town.
But the soldier's family were in on the plot.
"They all convinced me the surprise was really Jim coming back early, and not my husband
coming home," Rebecca wrote.
"The moment I saw him was just unreal…I saw the boots, the uniform, and then the face. It was
just complete joy, disbelief and relief, which is why I fell on the floor and sobbed uncontrollably,"
wrote Rebecca. "It was the surprise of a lifetime, me and my girls had missed him soooooo much."
Rebecca added that her husband's deployment will be coming to an end soon and the family is
excited for him to return home for good.

27. Michael Wohlschlaeger, @mlwohls @
LET’S TRY AGAIN

28. Michael Wohlschlaeger, @mlwohls @

29. GET READY…
YOU’VE GOT 5 SECONDS

30. READY TO TRY AGAIN?
5 MORE SECONDS

31. Michael Wohlschlaeger, @mlwohls @
SO WE (HUMANS) ARE
PRETTY DARN GOOD AT
PROCESSING IMAGES

32. Michael Wohlschlaeger, @mlwohls @
HOW ABOUT
COMPUTERS?

33. In this tearjerking YouTube video, watch as a soldier returning home for a visit gives his wife a
surprise of a lifetime.
Rebecca B., who submitted the video to the Welcome Home Blog, said her husband had invented
an elaborate ruse so that she would be caught unawares by his arrival.
"I had been bugging him for months about when he would be able to come home and he had me
totally convinced that he was not going to be able to come at all," she wrote in the video's
description.
However, Rebecca admitted that she had become a little suspicious when her husband's whole
family -- including his brother Jim who is also in the army and flew in from Europe -- came to town.
But the soldier's family were in on the plot.
"They all convinced me the surprise was really Jim coming back early, and not my husband
coming home," Rebecca wrote.
"The moment I saw him was just unreal…I saw the boots, the uniform, and then the face. It was
just complete joy, disbelief and relief, which is why I fell on the floor and sobbed uncontrollably,"
wrote Rebecca. "It was the surprise of a lifetime, me and my girls had missed him soooooo much."
Rebecca added that her husband's deployment will be coming to an end soon and the family is
excited for him to return home for good.

34. Michael Wohlschlaeger, @mlwohls @IBM WATSON

35. Michael Wohlschlaeger, @mlwohls @IBM WATSON
Excitement
Self-expression
Closeness
Extraversion
Self-transcendence
Ideal
Conscientiousness
Openness
Emotional range
Challenge
Curiosity
Hedonism
0 0.25 0.5 0.75 1

36. C L A R I FA I . C O M
PEOPLE
CLOTHING
MILITARY
FEMALE
PORTRAIT
WAR

37. Michael Wohlschlaeger, @mlwohls @

38. Michael Wohlschlaeger, @mlwohls @
BUT WHY?

39. Michael Wohlschlaeger, @mlwohls @
236 X 384 PIXELS = 90K
16,384 COLORS
= 10^69
AVG OF 15 WORDS
40,000 WORDS
= 10^381,856
10^381,787

40. Michael Wohlschlaeger, @mlwohls @
HOW HARD IS THAT?

41. Michael Wohlschlaeger, @mlwohls @
Proton
Observable Universe
92 Billion Light Years
= 10^47

42. 1,000,000,000,000,000,000,
000,000,000,000,000,000,000
000,000,000,000,000,000,000
000,000,000,000,000,000,000
000,000,000,000,000,000,000
000,000,000,000,000,000,000
000,000,000,000,000,000,000
000,000,000,000,000,000,000
000,000,000,000,000,000,000
000,000,000,000,000,000,000
000,000,000,000,000,000,000

43. Michael Wohlschlaeger, @mlwohls @
1,652 SLIDES

44. Michael Wohlschlaeger, @mlwohls @
2
LET’S JUST SAY…
REALLY F’N HARD

45. Michael Wohlschlaeger, @mlwohls @
PA S T N O W FUTURE

46. Michael Wohlschlaeger, @mlwohls @
IS IT THE PLAYER?
0%
20%
40%
60%
80%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Cumulative Pins
CumulativeClicks
6% of Pins
= 80% of Clicks

47. Michael Wohlschlaeger, @mlwohls @
IS IT THE PLAYER?
0
8,750
17,500
26,250
35,000
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
All Accounts Top Account
Zoom
Cumulative Pins
CumulativeClicks

48. Michael Wohlschlaeger, @mlwohls @
0
500
1,000
1,500
2,000
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
All Accounts Top Account
Zoom
Cumulative Pins
CumulativeClicks
IS IT THE PLAYER?

49. Michael Wohlschlaeger, @mlwohls @
0
125
250
375
500
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
All Accounts Top Account
Overall - 9% of Pins perform above average
Top Creator - 16% of Pins perform above average
Cumulative Pins
CumulativeClicks
Avg Performance = 24 clicks
IS IT THE PLAYER?

50. Michael Wohlschlaeger, @mlwohls @
HOLD ON…
WE’LL COME BACK

51. Michael Wohlschlaeger, @mlwohls @
THINK LIKE A
PITCHER

52. Michael Wohlschlaeger, @mlwohls @
OPPOSING
BATTER
YOUR BEST
PITCHES
NEXT
PITCH

53. Michael Wohlschlaeger, @mlwohls @
CONTENT
CONSUMERS WANT
WHAT YOU
WANT TO
TELL CONSUMERS
HOLY
GRAIL
OR
MYTH?

54. Michael Wohlschlaeger, @mlwohls @
WHAT YOU
WANT TO
TELL CONSUMERS

55. Michael Wohlschlaeger, @mlwohls @

56. Michael Wohlschlaeger, @mlwohls @
CONTENT
CONSUMERS WANT

59. Michael Wohlschlaeger, @mlwohls @
RIGHT
TO PLAY

60. MESSY
FOOD

61. MESSY
KIDS

64. Michael Wohlschlaeger, @mlwohls @
EVEN THE BEST FAIL
WHAT DO WE KNOW SO FAR…
CONTENT PREDICTION IS…
GIVE YOU CUSTOMER WHAT THEY
SO… DO WE GIVE UP?
WINNERS TAKE ALL

65. Michael Wohlschlaeger, @mlwohls @
(KINDA)

66. Michael Wohlschlaeger, @mlwohls @
0.0
75.0
150.0
225.0
300.0
Standard Ads Promoted Pins Ahalogy Client
140%
30%
100%100%100%
Paid Earned
WHEN IT WORKS…

67. Michael Wohlschlaeger, @mlwohls @
CASE STUDY: BRAND-X
5 0 0
3 0
5
Focus & Win
= 10X Avg.
Test Promote
= 5X Avg.
Organically Test
= 1X Avg.

68. Michael Wohlschlaeger, @mlwohls @
THAT LOOKS EASY…
5 0 0
3 0
5
$500k
($1,000 each)
$10k in
Promoted Tests
$90k in Promoted
Spend
OUCH…
=$240K

69. Michael Wohlschlaeger, @mlwohls @
20
MIN
ONE
THING
=

70. Michael Wohlschlaeger, @mlwohls @
>35, 000,00 0, 000
5 0
5
A BETTER WAY
CURATE
CREATE
LEARNED
OWNED
PAID

71. Michael Wohlschlaeger, @mlwohls @
@ M LW O H L S :
To win in Co n te nt Marketing
you need to Cura te-To-C reate
# L e a r n e d O w n e d P a i d
@ a h a l o g y

72. Michael Wohlschlaeger, @mlwohls @
FROM FORTUNE 50…
TO STARTUPS

73. Michael Wohlschlaeger, @mlwohls @
Q&A
(IF WE HAVE TIME)
MICHAEL WOH LSCHLAEGER : @MLWOHLS @