It doesn't take a research study to show that demand for engaging visual content is growing, both from consumers and marketers. Where consumer demand is high, brands are quick to follow as marketers adopt visually reliant communication platforms like YouTube, Instagram, YouTube, Pinterest, Vine and more. Truth be told, for most brands, current libraries unfortunately lack the kinds of assets consumers are responding to, and marketers are challenged to meet quality expectations with quality content. The need to create is strong, but run-of-the-mill visual content and promotion is no longer enough. These higher expectations represent an opportunity for brands that are ready to take the challenge on. Learn in this session why visual content is worth investing in and get tips on how brands can strategically plan for and deploy exceptional experiences specifically designed to maximize value.

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Digital Summit
Visualizing Visual Content
#FelinePhotoStrategy

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Hello there!
Mike Corak – EVP, Strategy, ethology
Today’s Agenda
• The Importance of Visual Content
• Visual Story Telling Guide
• Tips and Tricks@MikeCorak

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3#FelinePhotoStrategy
@MikeCorak

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whiska
4#FelinePhotoStrategy
@MikeCorak

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whiska
5#FelinePhotoStrategy
@MikeCorak

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6#FelinePhotoStrategy
@MikeCorak

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So what’s your
#FelinePhotoStrategy
for 2014?
#FelinePhotoStrategy
@MikeCorak

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SERIOUSLY?
NO

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@MikeCorak

10. Visual content on social
networks is kind of a big
deal.

11. According to Kissmetrics, photos get
53% more likes, 104% more
comments, and 84% more click-
throughs than text-based posts.

12. Not only do photo posts get more
engagement than links, videos or text
updates, they actually account
for 93% of the most engaging
posts on Facebook.

13. Instagram has 200 million users.
...who share over 60 million photos
every single day.

14. SnapChat sees more daily
photos than Facebook
(+400 million)

15. Pinterest (the 3rd most popular social
network) has 70+ million users.
...who spend up to 70% more money
than visitors from other social
channels

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And it’s growing...
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@MikeCorak

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And eating into Facebook’s share of
e-commerce
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@MikeCorak

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Other social channels are ramping up
their visual content as well
Twitter Facebook
@MikeCorak

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But marketers are still catching on
@MikeCorak

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Only 25% of Fortune
500 companies are
using Instagram
And Lagging Even at the Top
@MikeCorak

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But Don’t Worry, That Will Correct with $
“Our aim is to make any
advertisements you see feel as
natural to Instagram as the photos
and videos many of you already
enjoy from your favorite brands.”
@MikeCorak

22. So what makes visual content
successful?

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Visual Storytelling Guide
@MikeCorak

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Understand Your Brand’s Voice & Tone
Voice Tone
• Brand’s personality
• Writing style
• Consistent & reliable
• Brand’s mood
• Part of voice
• Changes with context
Know who your brand is, how it talks to customers,
and what kind of stories it would tell.
@MikeCorak

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Understand Your Brand’s Voice & Tone
Farmers Insurance
- Relevant
- Humorous
- Smart

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Understand Your Brand’s Voice & Tone
Starbucks
- Human
- Heartfelt
- Imaginative

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Understand Your Brand’s Voice & Tone
Nike
- Empowering
- Driven
- Passionate

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Tell the Stories Customers Want: Gather
Data
Social: Real-time conversations with real customers
On-Site Search: What users want, in their own words
Website Content: What’s performing, what’s not
Search Demand: Align with popular topics
Consumer Research: Round out unattainable data
ethologyConsumers. The big idea.
@MikeCorak

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Know What Your Competition is doing
ethologyConsumers. The big idea.

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Plan for the Investment
ethologyConsumers. The big idea.
Time: Hours, days, weeks or months?
Money: Salaries, software investment?
Resources: Physical, digital?
People: Who’s doing all the work?
@MikeCorak

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Focus on Quality, And Be Real
ethologyConsumers. The big idea.

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Tailor Your Story To Each Channel
ethologyConsumers. The big idea.
Create the right story first
Share it where it makes most sense
Know channel audience’s interests
Utilize each channel’s format wisely
@MikeCorak

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Visual Content Tips and Tricks
@MikeCorak

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Hashtags
Determine how many per post
(if any)
• Consider the platform
• Consider the audience
• Consider the pros/cons

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Hashtags
Instagram:
• Brands with >1,000
followers
• 4-5 hashtags is the “sweet
spot”
• Brand with <1,000 followers
• Load it up!
Number of hashtags
Average engagement
@MikeCorak

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Hashtags
Determine capitalization
consistency
• When in doubt, always err on
the side of readability.
#NowThatcherIsDead
#NowThatCherIsDead
-OR-

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Hashtags
• “Newsjacking”
• Be careful!
• Determine approach to
trending hashtags.
• #TBT

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Hashtags
• Consider unique, branded
hashtags for campaigns,
events, etc.
Adobe Summit
Pumpkin Spiced Latte

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Hardware: Single-Use Smartphone
Don’t be one of THOSE
guys ….
• Some applications don’t
even have a desktop
equivalent.
• Vine
• Snapchat

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Photo Manipulation:
Consistency/Simplicity Is The Key
Filters
• Choose one or two (if
any at all) that fit your
brand’s guidelines.
Frames
• Decide “yes” or “no”
@MikeCorak

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Video Platform Considerations:
Vine vs. Instagram
Vine Instagram
Length 6 seconds 15 seconds
Filters/Editing X
Delete X
Import X
Front camera X X
Image stabilization X
Cover frame X
Looping X
Embeddable X
Social Sharing

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Be Unique!
How-To Content
Lowe’s
• Stop-motion
• Simple tips & tricks
• Home improvement how-tos
Contests
Doritos
• #DoritosNameThatTune
@MikeCorak

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And Don’t Forget to Develop Your…
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#FelinePhotoStrategy
@MikeCorak

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Consumers. The big idea. ethology
Mike Corak
EVP of Strategy
Mike.Corak@ethology.com
602.570.6601