Post on 11-May-2015
description
Show and Sell: Using Image-Based Social Media
to Connect with Your Audience
Francis Skipper Executive Vice President
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
National Public Relations, Social Media, and Search Marketing Agency Founded in 2004
Headquartered in Boston and representing Los Angeles, New York, San Diego, and Las Vegas
Recognized as a 2011, 2012, 2013 an award recognizing the fastest growing private companies headquartered in Massachusetts
About 451 Marketing
Our Team’s Experience
Agenda
• Intro to Image-Based Social Media • An Overview of Pinterest, Instagram
and Vine • Best Practices for Image-Based
Social • Case Studies • Q & A
Blogging – roughly 1,000 words
Evolution of Social Media Posts
Twitter – 140 characters
#charceuterie #yum
Instagram – image and a few words
“Every day, more photos are taken with the iPhone than any other camera”
Why Image-Based?
You’ve seen the iPhone TV ad:
Super-succinct way to communicate thoughts and emotions feelings People love pictures, and they really love sharing pictures of themselves, their families, pets, food, favorite clothing items, sunsets, and a host of other random things.
Why Image-Based?
55% of mobile market in
US is smartphones -
129.4 million people
Why Image-Based?
(Via comScore)
Humans Are Visual
>65% of people describe themselves as visual learners
Our brains react more quickly and with more emotion to images when compared to text
Why Image-Based?
>65% of people describe themselves as visual learners
44% of respondents are
more likely to engage with brands if they post photos than any other type of media
Why Image-Based?
For Consumer Brands
A great way to showcase your products and corporate culture
Why Image-Based?
For B2B
A great way to put a personality and face behind your brand
Why Image-Based?
Image-based social media is scalable and repeatable
• Pinterest has 48.7 million US users
• The average Pinterest user spends 98 minutes per month on the site
• Women are 5 times more likely to be on Pinterest
Pinterest Receives 3rd Most Hits/Week Among Social Media Sites
A platform for storing and sharing your brand’s images which helps drive traffic to your company website and even converts to sales
Two Primary Goals
• Increase Brand/Product Recognition
• Drive Traffic to Your Site
What is Pinterest?
What is a Pin?
An image added to Pinterest.
What is a Board?
A collection of pins with similar theme
April of 2012, Instagram launched its app for Android. In less than one day, more than 1 million downloads Less than three years after its launch, Instagram had 100 million monthly users
What is Instagram?
Photo editing app that started on the iPhone allows users to generate their own images and enhance them dramatically through artistic features
Uses hashtags to categorize images and a “like” feature
Vine is a mobile application that lets users capture a number of film frames, which are looped into 6-second videos and shared on Twitter
What is Vine?
• Six months after Vine was released, it topped the Apple Store free apps chart
• Between Feb 9-10, 113,897 Vine videos were shared – or 2,324 videos every hour
• Tumblr is a social platform for blogging, primarily used to share images and gifs
• There are currently 102 million Tumblr blogs
• The total number of Tumblr posts to date is 22.6 billion
• In March, Tumblr had 29.2 unique visitors
• Each user spent on average 154.1 minutes on Tumblr in March 2013
• 52% of visitors are male
Look Before You Leap
Make sure image-based apps support your existing social media strategy. Decide– what story do you want to tell with your images?
Goals for Image-Based Social
Encourage customers to showcase how they use your products
Capture and share customer testimonials
Promote events
Share how-to’s related to your product or industry
Promote other content in an engaging way
Display products
Drive traffic to ecommerce
Showcase corporate culture and giving
Deliver a company announcement
Share behind the scenes glimpse into operations
Setting the Foundation
Fill out profiles and brand platform
Add Links to Your Site
Setting the Foundation
• Visual Content You Already Have Pictures of products, covers of your publication, images from your last event
• Compelling Visual from Blog Posts To link back to blog content
• Infographics & Data Visualization Highly pin-able and good place to link
What Images Should I Share?
Showcase Corporate Culture
Content for Different Audiences
Portable How-To Content
Host a Visually-Based Contest
Post Images on Multiple Platforms
Get the most mileage out of your images – but use best practices
Cross-Post With Brands
Create CTAs
Link for Conversion
DON’T Solely Self-Promote Pin content from other related/complementary users & brands
DON’T Assume You Have Nothing to Offer Consumer & B2B brands find success on Pinterest
DON’T Post Low Quality/Shaky Posts Make each post worthwhile
Don’ts
Case Study: Annie Selke Companies
Pinterest users prove to be big online spenders for luxury interior design purveyor Annie Selke Companies
Case Study: Annie Selke Companies
Goal Increase brand awareness and drive sales using social media.
Approach 451 Marketing launched exciting Pinterest campaign showcasing the brands’ high quality and visually appealing products. 451 also helped execute “Pin to Win” promotions.
Results In the first year of the campaign: • 135 assisted conversions - 50% last
interaction conversions • $39,019.32 in direct sales
• Decide on a strategy – what story do you want to tell with your
images?
• Add social sharing buttons to your website, so fans can easily spread the word
• Find ways to involve fans: competitions, photos of them using your product/service
• Focus on your customers: what images do they find useful and entertaining?
• Images don’t have to be professionally shot, but be thoughtful
Takeaways:
Questions?
Show and Sell: Using Image-Based Social Media
to Connect with Your Audience