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Understanding Social Media’s Visual Revolution




digital marketing world | marketingprofs | 2013
Hello!




Nick Westergaard       Ann Handley       Mike Hayes
Brand Driven Digital   MarketingProfs   Ben & Jerry’s
Social Media’s Visual Revolution
‣   Why Visual
‣   Visual Updates to Social Networks & Visual Content
‣   What This Means for B2B & B2C Brands
‣   Visual Brand Case Study: Ben & Jerry’s
‣   How Your Brand Can Prepare
‣   Questions
1

Why Visual?
Visual?




Photo via Flickr user Ali Smiles
Social Media Is Increasingly Visual
The Content Shared Is More Visual




                            Photo via Flickr user birgerking
44% of users
ARE MORE LIKELY TO ENAGE WITH A BRAND THAT
POSTS PHOTOS VS. OTHER FORMS OF MEDIA




Source: ROI Research
2

Visual Updates to Social &
      Social Content
300 Million Photos
Uploaded to Facebook
Every Day




Photo via Flickr user west.m
Google+
Pinterest
Instagram
Tumblr
Facebook
46% More Engagement with Timeline
Impact by Post Type
Twitter
Foursquare
LinkedIn
SlideShare
MySpace
Images Show Brand
         Humanity
Emotional Connections
Visual Content Can Also ...




      Brand     Promote Events    Educate




     Position   Launch Products    Sell
3

 6 Key Things This
Means for B2B & B2C
1. You Have an
   Unprecedented Opportunity
2. You Have an Unprecedented
Imperative. Think: “Story”
Not “Stock.”
3. Think: Content Worth Sharing
4. Be a Content Brand
Not a “Brand with Content”
Channel consistency is key
5. Show How Your Product
Lives in the World
Connect online & in-person
6. Yes, Even You, B2B!
Events, behind the
scenes, gamification,
        geolocation.
4

Visual Brand Case Study:
      Ben & Jerry’s
Ben & Jerry’s




                53
54
55
56
57
58
59
60
61
62
63
#VermontByVermonters




                       64
#VermontByVermonters




                       65
#CaptureEuphoria




                   66
#CaptureEuphoria




                   67
5

6 Ways to Prepare
   Your Brand
1. The Basics Still Matter




 Photo via Flickr user stevendepolo
2. Have a Plan
Find the Network That Fits
3. Invest in Photography




Photo via Flickr user BigTallGuy
Fun Fact
4. Teach Storytelling
5. Make Your Past Visual




Photo via Flickr user DesheBoard
Milestones
Pin History Too
6. Involve Your Fans




Source: Ben & Jerry’s Fan Photo
Looking Ahead




Photo via Flickr user eschipul
Questions?
        Nick Westergaard
        Brand Driven Digital
        nick@branddrivendigital.com
        @nickwestergaard



        Ann Handley
        MarketingProfs
        ann@marketingprofs.com
        @marketingprofs



        Mike Hayes
        Ben & Jerry’s
        mike.hayes@benjerry.com
        @hayesbtv

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