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1Proprietary & Confidential © 2011 Zócalo Group, LLC
June 2013
@JessicaReed09
WHY AND HOW
OF VISUAL
STRATEGY FOR
BRANDS IN
SOCIAL MEDIA
2© 2013 Zócalo Group, LLC
Why Images?
83% of learning
occurs visually
90% of
information
transmitted
to the brain
is visual
Images are
processed
60,000X
faster in the
brain than
text
3© 2013 Zócalo Group, LLC
Why Now in Social?
4© 2013 Zócalo Group, LLC
Images Taking Over Social Media
500 million photos are shared per day on average so far
in 2013, which is on pace to become a 2x increase by the
end of 2013, compared to share volume in 2012
“70% of all
social media
actions
involve a
picture”
- Professor Mikolaj Jan
Piskorski,Harvard University
5© 2013 Zócalo Group, LLC
44% of users are more likely to
engage with brands if they post
pictures than any other media.
6Proprietary & Confidential © 2011 Zócalo Group, LLC
Image
Strategy
7© 2013 Zócalo Group, LLC
Best Practices
Editorial
No faces
8© 2013 Zócalo Group, LLC
Best Practices
Include
Mascot
9© 2013 Zócalo Group, LLC
“Quotes account for 10% of Pinterest’s traffic”
Best Practices
10© 2013 Zócalo Group, LLC
Best Practices
Red Hues
Multiple
Dominant
Colors
50% Color
Saturation
Medium
Lightness
11© 2013 Zócalo Group, LLC
Best Practices
Background
no more than
40% of total
image area
Vertical =
Better
12© 2013 Zócalo Group, LLC
Description & Hashtag
To be
shared,
it must
be
found!
13Proprietary & Confidential © 2011 Zócalo Group, LLC
Tactics
14© 2013 Zócalo Group, LLC
Management Systems
Be Efficient
Be Responsive
15© 2013 Zócalo Group, LLC
Pinnable Mail
Email templates to
feature specific pins
with call-to-action
Ensures Pinterest users
receive email featuring
images on topics
they’ve recently pinned
16© 2013 Zócalo Group, LLC
Contests
for the Win
17© 2013 Zócalo Group, LLC
Gather the Influence
3,604,241
Followers
18© 2013 Zócalo Group, LLC
Amplify through Paid
19Proprietary & Confidential © 2011 Zócalo Group, LLC
Measure
20© 2013 Zócalo Group, LLC
Analytic Platforms Offer More
Only about 10% of conversations mention
a brand explicitly on Pinterest
Track which images are being shared,
when and where they’re shared to
determine the why that will influence
strategy
21© 2013 Zócalo Group, LLC
Analytic Platforms Offer More
22Proprietary & Confidential © 2011 Zócalo Group, LLC
Resources
23© 2013 Zócalo Group, LLC
Popular Images
24© 2013 Zócalo Group, LLC
Popular Images
25Proprietary & Confidential © 2011 Zócalo Group, LLC
Where to
go next?
26© 2013 Zócalo Group, LLC
Add rich media tags to an
image to make it interactive
27© 2013 Zócalo Group, LLC
150MM snaps
shared daily
globally
vs. Instagram
40MM/Day
SnapChat
28© 2013 Zócalo Group, LLC
DigiSocial
Audio with Images
29Proprietary & Confidential © 2011 Zócalo Group, LLC
Questions?
Jessica Reed
Emerging Media Strategist
Zócalo Group
Email: jreed@zocalogroup.com
LinkedIn: JessicaReed09
Twitter: JessicaReed09
Sources: EVZdrop, HubSpot, Curalate, Hello! Society, PinLeague, ROI Research,
Kleiner Perkins Caufield Byers, Dan Zarrella, Mashable, Pinterest

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Visual Content Strategy for Brands

  • 1. 1Proprietary & Confidential © 2011 Zócalo Group, LLC June 2013 @JessicaReed09 WHY AND HOW OF VISUAL STRATEGY FOR BRANDS IN SOCIAL MEDIA
  • 2. 2© 2013 Zócalo Group, LLC Why Images? 83% of learning occurs visually 90% of information transmitted to the brain is visual Images are processed 60,000X faster in the brain than text
  • 3. 3© 2013 Zócalo Group, LLC Why Now in Social?
  • 4. 4© 2013 Zócalo Group, LLC Images Taking Over Social Media 500 million photos are shared per day on average so far in 2013, which is on pace to become a 2x increase by the end of 2013, compared to share volume in 2012 “70% of all social media actions involve a picture” - Professor Mikolaj Jan Piskorski,Harvard University
  • 5. 5© 2013 Zócalo Group, LLC 44% of users are more likely to engage with brands if they post pictures than any other media.
  • 6. 6Proprietary & Confidential © 2011 Zócalo Group, LLC Image Strategy
  • 7. 7© 2013 Zócalo Group, LLC Best Practices Editorial No faces
  • 8. 8© 2013 Zócalo Group, LLC Best Practices Include Mascot
  • 9. 9© 2013 Zócalo Group, LLC “Quotes account for 10% of Pinterest’s traffic” Best Practices
  • 10. 10© 2013 Zócalo Group, LLC Best Practices Red Hues Multiple Dominant Colors 50% Color Saturation Medium Lightness
  • 11. 11© 2013 Zócalo Group, LLC Best Practices Background no more than 40% of total image area Vertical = Better
  • 12. 12© 2013 Zócalo Group, LLC Description & Hashtag To be shared, it must be found!
  • 13. 13Proprietary & Confidential © 2011 Zócalo Group, LLC Tactics
  • 14. 14© 2013 Zócalo Group, LLC Management Systems Be Efficient Be Responsive
  • 15. 15© 2013 Zócalo Group, LLC Pinnable Mail Email templates to feature specific pins with call-to-action Ensures Pinterest users receive email featuring images on topics they’ve recently pinned
  • 16. 16© 2013 Zócalo Group, LLC Contests for the Win
  • 17. 17© 2013 Zócalo Group, LLC Gather the Influence 3,604,241 Followers
  • 18. 18© 2013 Zócalo Group, LLC Amplify through Paid
  • 19. 19Proprietary & Confidential © 2011 Zócalo Group, LLC Measure
  • 20. 20© 2013 Zócalo Group, LLC Analytic Platforms Offer More Only about 10% of conversations mention a brand explicitly on Pinterest Track which images are being shared, when and where they’re shared to determine the why that will influence strategy
  • 21. 21© 2013 Zócalo Group, LLC Analytic Platforms Offer More
  • 22. 22Proprietary & Confidential © 2011 Zócalo Group, LLC Resources
  • 23. 23© 2013 Zócalo Group, LLC Popular Images
  • 24. 24© 2013 Zócalo Group, LLC Popular Images
  • 25. 25Proprietary & Confidential © 2011 Zócalo Group, LLC Where to go next?
  • 26. 26© 2013 Zócalo Group, LLC Add rich media tags to an image to make it interactive
  • 27. 27© 2013 Zócalo Group, LLC 150MM snaps shared daily globally vs. Instagram 40MM/Day SnapChat
  • 28. 28© 2013 Zócalo Group, LLC DigiSocial Audio with Images
  • 29. 29Proprietary & Confidential © 2011 Zócalo Group, LLC Questions? Jessica Reed Emerging Media Strategist Zócalo Group Email: jreed@zocalogroup.com LinkedIn: JessicaReed09 Twitter: JessicaReed09 Sources: EVZdrop, HubSpot, Curalate, Hello! Society, PinLeague, ROI Research, Kleiner Perkins Caufield Byers, Dan Zarrella, Mashable, Pinterest