MORE THAN WORDS - Ragan Communications 200 Clint Schaff.pdf · VisualJournalism –80% of the news...
Transcript of MORE THAN WORDS - Ragan Communications 200 Clint Schaff.pdf · VisualJournalism –80% of the news...
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MORE THAN WORDS:Or, Infographics, as explained by early 1990s
Grammy award winners Extreme and Bonnie Raitt
CLINT SCHAFF#raganvisual
@clintschaff
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HELLO & WELCOME
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ABOUT CLINT
• US GM, Dare Digital
• Adjunct Professor, USC Annenberg
• Entrepreneur and startup advisor
• In-house and agency experience
• Board member, PRSA-LA, Social Media Club LA, LAGRANT Foundation
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MEH. A LIL’ BORING.
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LEARN FROM JACK & ERICA
Visualresume.co
mPinterest.com
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WHAT’S AN
INFOGRAPHIC?
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HotButterStudios.com
InfographicsArchive.com
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INFOGRAPHICS ARE...
“Statistical graphics of complex ideas
communicated with clarity, precision, and
efficiency”
Mr. Edward R. Tufte
"The Leonardo Da Vinci of Data" The New York Times
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WHY INFOGRAPHICS
MATTER
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Saying I love you
Is not the words I want to hear from you
It's not that I want you
Not to say, but if you only knew
How easy it would be to show me how you feel
More than words is all you have to do to make it real
Then you wouldn't have to say that you love me
Cos I'd already know
Extreme, “More Than Words”
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OUR BRAIN PROCESS IMAGES BEST
Source: Mark Smiciklas
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INFOGRAPHICS THROUGHOUT HISTORY
Source: Mark Smiciklas
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INFOGRAPHICS THROUGHOUT HISTORY
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INFOGRAPHICS THROUGHOUT HISTORY
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Posterous.DontMindRick.com
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Searchenginejournal.com
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SIX BENEFITS1. More eye-catching than printed words
2. Easier to scan and remember
3. Extremely shareable for use around the web.
4. Reinforce a brand and build awareness
5. Drive people to your site through sharing and search engines
6. Engage and connect in a fun way
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WORKING TOGETHER
• Let’s figure this out together
• Worksheet exercise
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WHEN TO VISUALIZE IT
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Source: Visual.ly
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SETTING GOALS
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P-O-S-T
• P - People
• O - Objectives
• S - Strategies
• T – Technologies (and Tactics)
Source: “Groundswell” book by Charlene Li
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COMMON OBJECTIVES• Thought leadership
– “To create infographics that share important industry ideas and
concepts and highlight our strategic thinking”
• Awareness– “To create infographics that are ‘sharable’ and create awareness of
our brand”
• Traffic– “To create infographics that drive traffic to related pages on our
company website”
• Communication– “To create infographics that make it easier for employees to
understand company information”
• Entertainment– “To create infographics that entertain our customers and showcase
our corporate culture and personality”
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HSUS Society Infographic
To Celebrate Reaching 1 Million Fans
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Charity Water infographic to
market a fundraising opportunity
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Amnesty International infographic
to advocate on an issue
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Cisco infographic to share research report findings
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Supplemental insurance group
infographic to explain why we
haven’t cured cancer.
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DoSomething infographic to community its quarterly metrics
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Infographic to capture the history of
space missions to Mars
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Zach Martinet infographic to propose
to his girlfriend Stacy via infographic!
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LET’S GIVE ‘EM SOMETHING
TO TALK ABOUT
Source: Oli Gardner, Unbounce.com
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CREATE CONTENT PEOPLE WANT
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Let's give 'em somethin' to talk about
(Somethin' to talk about)
A little mystery to figure out
(Somethin' to talk about)
Let's give 'em somethin' to talk about
How about love?
Bonnie Raitt, “Something to Talk About”
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DATA, DATA, DATA
This is a good example of the bottom of an infographic that shows where the data came from.
Research, realness, relevance, remarkability
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MAKE SOMETHING REMARKABLE
Source: Lifestylebyps.com
– Pie charts
– Line & bar graphs
– Big stats with % next to them
– Tweetable factoids containing key
stats and quotes
– Topicality
– Originality
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NAIL THE DESIGN & DATA VIZ
Source: ComicalConcept.com
– Visual approach
– Visual hook
– Color scheme / palette
– Wireframes
– Design around data
– Testing
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DESIGN TOOLS
• Easelly
• Piktochart
• Infogram
• Creately
• Visually
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BE MEMORABLE
• Memorability alone might enhance
an infographic's effectiveness
• Visualizations with more than six
colors were much more memorable
than those with only a few colors
• Findings refute common perception
that a busy graphic is a bad one
• Bar graphs and charts are easy to
forget
• Icons, images, and human-
recognizable objects will instantly
increase memorability
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SHOW, DON’T TELL
• Which is better
• Why?
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PULL THEM IN
• Short and sweet
• Get personal
• Interesting adjectives
• Negative wording
• Numbers
• Personalize with a little extra
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• Submit an SEO optimized press release
• Create a social media release
• Create social media sharing plan– Ex. Provide “Tweetables”
• Submit infographic to directories
– Visual.ly
– Daily Infographic
– Cool Infographics
– Infographics Archive
– Infographic Journal
– Infographics Showcase
– Visual Loop
– Flickr
– Tumblr
• Start manual outreach
GIVE IT A VIRAL PUSH
Source: QuickSprout.com, Neil Patel
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WHAT’S NEXT? VIDEO INFOGRAPHICS
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1-2-3 STEPS TO
STRUCTURING YOUR
INFOGRAPHIC STORY
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1 – THE TITLEGrab people’s attention
Source: Piktograph
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2- THE BODY
Source: Piktograph
A) Typical B) Singular
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2- THE BODY
Source: Piktograph
C) Comparison D) Process
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3 - CONCLUSION• End story with impact – lingering thoughts, call to action, etc.
• What story are you telling?
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GOOD EXAMPLES
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#FAIL EXAMPLES
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MEASURING ROI
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TANGIBLE METRICSAwareness
• Inbound links
• Page views
• Searches
• SEO ranking
Engagement
• Average time on page
• Comments
• Social sharing
Source: Mark Smiciklas
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INTANGIBLE METRICSExternal
• Building relationships
• Credibility
• Experience with your brand
Internal
• Communication
• Corporate pride
• Decision-making
• Learning
Source: Mark Smiciklas
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WRAPPING UP
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LAST WORDS• There are no strict guidelines
• There is no step-by-step blueprint to guarantee success
• Avoid common, silly mistakes. Be disciplined. And don’t take any short cuts.
• Generate great ideas. Create wonderful designs. And write well.
• Most importantly, focus on your target audience. Delight them. Help them. Show your passion and you’ll find an audience.
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THANK YOU!Let’s keep the convo going!
CLINT SCHAFF
#raganvisual
@clintschaff
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APPENDIX
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INFOGRAPHIC CHECKLIST Share interesting statistics about your
industry, use humor to entertain, or
provide in-depth buying advice; Don’t
“sell”
Be original
Remember your target audience
Focus on an overarching idea you
can explain in one sentence
Provide in-depth information
Don’t be a blabbermouth
Surprise people by avoiding
obvious info and viewing from an
unusual angle
Have an outreach plan
Make it look great with irresistable
design
Limit infographic to 8,000 pixels, and
compress to under 1.5MB.
Develop an eye-catching design
Limit to two font types, and emphasize
readability
Ensure images, colors and graphs
all match overall tone
Write compelling copy for your
infographic
Craft a headline that grabs attention
Use simple language and tighten your
text
Double check your facts and use
accurate information
Take a stand with specific, concrete
details
Match tone of voice to topic
Use sub headlines to draw readers
to other parts of infographic
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100+ RESOURCESData Visualization Tools and Software
Visual.ly – Awesome community for creating and sharing infographics.
Information Aesthetics – The relationship between design and information.
Visualizing.org – Making sense of complex issues through data and design.
Visual Complexity - A resource for the visualization of complex networks.
Daily Infographic – A new infographic every day.
GOOD Infographics – GOOD Magazine’s excellent infographics section.
Information Is Beautiful – Ideas, issues, knowledge, data – visualized.
Infographic of the Day – Fast Company’s excellent and long running series.
FlowingData – Exploring how designers, scientists visualize data.
Datastore / Datablog – Two great data journalism sites from the Guardian.
Infographics Archive – A visual library offering infographics.
Visual Loop – There’s an infographic for it… even if it didn’t happen!
Infographr – All about infographics.
Newsilike – An infographics blog from India.
Video Infographics – Motion infographics that explain, educate or inform.
Datavisualization.ch – A news and knowledge resource for data visualization.
VisualJournalism – 80% of the news in infographics.
Eagereyes – Reflections on the visual communication of data.
Amazing Infographics – Cool information graphics.
Submit Infographics – Share and rate infographics.
The Infographics Showcase – Collecting infographics.
I Love Charts – A Tumblr blog about charts.
Well Formed Data – An infographics blog by a freelance data visualizer.
Best Infographics – Pointing you toward great infographics.
Infographic List – For those who love infographics.
Create Personal Infographics
Biogrify – Create a fun visual snapshot of your life.
Vizify TweetSheet – Your Twitter activity as an instant infographic.
Photo Stats – App for creating iPhone infographics out of your photo data.
Re.vu – A visual resume tool.
Vizualize.me – Visualize your resume in one click.
Kinzaa – Build your infographic resume.
Source: dailytekk.wordpress.com
Data Visualization Tools and Software
Piktochart – Transforms your information into memorable presentations.
Infogr.am – Create interactive charts and infographics.
Gephi – Like Photoshop for data. Graph visualization and manipulation software.
Tableau Public – Free data visualization software.
Free Vector Infographic Kit – Vector infographic elements from MediaLoot.
easel.ly – Create infographics online.
Weave – Web-based analysis and visualization environment.
iCharts – Charts made easy.
ChartsBin – A web-based data visualization tool.
GeoCommons – See your data on a map.
VIDI – A suite of powerful Drupal visualization modules.
Prefuse – Information visualization software.
StatSilk – Desktop and online software for mapping and visualization.
Gliffy – Online diagram and flowchart software.
Hohli – Online charts builder.
Many Eyes – Lets you upload data and create visualizations.
Google Chart Tools – Display live data on your site.
Great Infographic Studios and Designers
Column Five – Creating visual content that brings people to your site.
FFunction – Data visualization consulting.
Interactive Things – A user experience and data visualization studio.
Periscopic – An agency whose tagline is “do good with data”.
Fathom – Helps clients understand and express complex data.
JESS3 – Creative agency specializing in data visualization.
Visual Evolution – London-based infographic design.
Lemon.ly – Create understanding through visuals.
Prime Infographics – Creates custom infographics for businesses.
Other / Miscellaneous / Overflow
Wolfram CDF – Create “infoapps” using always-current data.
Kaggle – Making data science a sport.
KISSmetrics Infographics – Useful infographics by KISSmetrics.
Better World Flux – A beautiful interactive visualization of what matters in life.
Data Wrangler – Interactive tool for data cleaning and transformation.
Lyza – Analyze, socialize, decide.
A World of Tweets – Twitter visualization.
QlikView – Business intelligence for everyone.
We Feel Fine – An exploration of human emotion.
Visual Economics – Unraveling complexities in financial data.
ComponentArt DV – Present, navigate and visualize your data like never before.
DOMO – Business intelligence platform.
Infochimps – Big data infrastructure made clear.
Evaluat3 – The best way to know your professional strengths (graphs).
Webpages As Graphics – An HTML DOM visualizer app.
Creately – Draw diagrams online using a collaborative approach.
Wordle – Create beautiful word clouds.
Tagxedo – Word clouds with style.
Data Sources
DataMarket – Find and understand data.
The Data Hub – The easy way to get, use and share data.
Knoema – Your personal knowledge highway.
WorldMap – Explore, visualize and publish geographic information.
Get the Data – Ask and answer data questions.
Influence Explorer – Provides overviews of political influence data for politicians.
US Census Bureau – Measures America (people, places, economy).
datacatalogs.org – A comprehensive list of open data catalogs.
Freebase – An entity graph of people, places and things from Google.
World Bank Data – The world at a glance (key development indicators).
Data360 – Telling compelling and data-driven stories.
Number Of – You ask, they count.
Gallup – Public opinion polls.
EveryBlock – Uncovers info on large cities contained in government databases.
Daytum – Helps you collect, organize and communicate your everyday data.
Google Public Data – Filter and animate data sets from around the world.
Gapminder – Displays time series of development statistics for all countries.
Munterbund – Graphical visualization of text similarities in essays.
JavaScript / Flash Infographic Tools
KeyLines – A JavaScript toolkit for visualizing networks.
d3.js – Free JavaScript library for manipulating documents based on data.
InfoVis Toolkit – A JavaScript tool for creating interactive data visualizations.
Flare – Makes it easy to create interactive data visualizations (ActionScript).
JS Charts – Free JavaScript charts.
FusionCharts – JavaScript (HTML5) and Flash charts.
amCharts – JavaScript and HTML charts.
Highcharts – Interactive JavaScript charts.
Infographic Articles and Tutorials
How to Create Outstanding Modern Infographics – Vectortuts+
Infographic: Do-It-Yourself Guide to Infographics – Marketing Tech Blog
A Few Rules for Making Homemade Infographics – The Atlantic Wire
The Do’s and Don’ts of Infographic Design – Smashing Magazine
How to Create a Great Infographics (Slideshow) – The Content Lab
Design a Magazine Infographic – Digital Arts
Create an Infographic Typography Animation – aetuts+
How to Create Great Infographics – .net magazine
The Anatomy of an Infographic – SpyreStudios
How to Strike a Balance Between Data and Visualization – The Daily Egg
7 Steps to Make Your Infographic a Success – SEOmoz