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