Visual Social Media - Dr. Farris Timimi
-
Upload
makala-johnson-ecmp -
Category
Social Media
-
view
233 -
download
3
Transcript of Visual Social Media - Dr. Farris Timimi
Visual Social Media
Why visual social media?
• Show instead of tell
• Images equate with emotions=connection
• The rise of mobile
• Faster consumption (look vs read)
• Remove language barriers
• Engage visual learners
Pinterest vs Instagram
• Pinterest: Discover/Share curated content
• Instagram: Personal experience with a brand
Mobile Mobile and WebWomen, teens, <35 Women, Crafters, Foodies
Urban. Suburban RuralPersonal Connection via imagery Insight, tips
What is Pinterest?
• Pinterest is a pinboard-style social photo sharing website
• It allows users to create and manage themed image collections that focus on anything that might catch their eye
Growth• December 2010-10,000 users.
• January 2012-11.7 million unique U.S. visitors, making it the fastest site ever to break the 10 million unique visitor ceiling
• That month, Pinterest drove more retail referral traffic than LinkedIn, YouTube, and Google+
• March 2012, it passed LinkedIn to become the 3rd largest social network in the US.
What makes a bulletin board social?• Users can browse other pinboards for ideas
• Social interactions focus on “re-pinning” or “liking” images
• Pins can be shared on Twitter and Facebook
• Over 80% of pins are re-pins
Pinterest and retail• Sephora’s Pinterest followers spend 15 times
more that its Facebook fans
• Pinterest shoppers spend between $140-$180 per order vs $80 and $60 orders for Facebook & Twitter shoppers
• Pinterest accounts for 25% of retail referral traffic
Who is on Pinterest?• Nearly a third of users have an annual household
income of $100,000 or more
• 80% are female
• The largest age demographic represented on the site are people between 25-34
• 50% have kids
• This is the demographic most valuable to mobile advertisers -- young, upper-middle class and female
Remember the 80s• 80% of pins are repins-1.4% of tweets are
retweets
• Pinterest 80% female, Twitter-55%, Facebook 55%
• 80% of female general population trust Pinterest, 67% Facebook, 73% Twitter
• Women account for 80% of all household purchase
The Perfect Pin?
The Perfect Pin• Color is good: More than 1 color are repinned 3.25 times
• Don’t be blue:
• Red images get more repins than blue
• Pictures that contain a mixture of red, orange, & brown, repinned 2X more often
• Be smooth:
• Smooth texture repinned 17 X more often than images with rough texture
The Perfect Pin• Get close:
• Imagines with less than 30% background are repinned most often
• Saturation savy:
• Very light and very dark images are seldom repinned
• Monitor your links:
• 48% of most popular retail pins lead to expired links
Pinterest.com/MayoClinic
Mayo’s Top Posts…
To start..• Open a Pinterest account
• Install the Pinmarklet on your browser
• Set up your boards, with brief descriptions
• Pin, repin and explore!
Instagram• Instagram (mashup of Instant & Telegram)
• Mobile only photo/video-sharing app that lets users share images on a variety of social media, such as Facebook, Twitter, Tumblr and Flickr.
• Limits photos to a square shape (think Kodak Instamatic/Polaroid images) vs 4:3 aspect used by mobile device cameras.
Rapid Growth• Launched October 2010.
• Rapid growth: 100 million active users as of 2012 & over 300 million as of 2014.
• Acquired by Facebook in April 2012 for approximately 1 billion in cash/stock.
• In 2013, Instagram grew by 23%, while Facebook grew by 3%.
Demographics• Over half those in their early twenties are on Instagram.
• 26% of adult internet users/21% of entire adult population
• Women, Hispanics, African-Americans, and urban/suburban
• Rapid growth: 18-29
• 2013: 37%
• 2014: 53%
DemographicsMillions
Over 6555-6445-5435-4425-3418-24Under 17
Abrupt drop off at 35
Aggressive Engagement• 57% of users access daily (63% Facebook)
• 35% of users access multiple times/day (40% Facebook)
• 43% post more than once daily
• 21 minutes/day (out of 162 min/day on device)
• Engagement 15X higher than Facebook
Instagram.com/MayoClinic
Most Liked post: 276 on 03/12/15
Best PracticesAdopt/adapt tried-and-true tactics
for visual social media.
Gorgeous + high resolution photos! Strong profile consistent with your brand Compelling captions Strong calls-to-action Recognizable hashtags and keywords Themed campaigns Publicize via other platforms Gorgeous + high resolution photos!
Visual Social Media
Engage online audiences with images using:
Visual – Users post images Social – Viewers respond
&