Presentation: Marketing Without Words: Leveraging Visual Data to go From a Social Brand to a Social Business Presented by: Deb Berman, SVP Brand Strategy, Curalate The sheer volume of images generated on social media proves that they are now core to the social experience. With consumers generating billions of images each week, it’s clear they would rather communicate with visuals to describe the things they covet or collect (a la Pinterest) and their lives in action (a la Instagram). How can a digital marketer find success in this new world of marketing without words that focuses so heavily on content, relevance, and life? Furthermore, how can your brand leverage data around social engagements to inform broader company objectives? Join us as we discuss this profound shift in consumer behavior, highlighting its impact on brands, and real-life examples to illustrate how data can help you grow beyond a social brand, and into a social business.

1. Marketing without words:
Going from a social brand to a social business
!
March 2014
@curalate

2. Deb Berman
!
SVP Brand Strategy
!
@debmberman

3. Smarter marketing through imagery

4. (and more…)
Social Engagement UGC AdvertisingOptimization

5. 400 brands
!
50% of the
top-50 US
Retailers
!
Adoption by Auto,
CPG, Luxury,
Publishing
About Curalate

6. We’ve
Come full
circle
once again
We’re
communicating
with images

7. TL;DR

12. 1,000,000,000+
(Images shared daily - Major social networks)
Images are the new unit of social engagement

13. Consumers want
“snackable”
content
!
!
Images are
consumers’
favored snack

14. Images
drive
emotions
Emotions
drive
reactions
The result? images drive awareness, engagement, Affinity, and revenue

15. Visual
communications are
specific but not
easily searchable.
Love it!

16. Brands Fans
Images come from two sources

17. aspiration celebration
reflect the customer journey

18. What you’re pushing
to your fans
What your fans
Actually care about
Don’t just listen. Observe.

19. Brands
Understanding images can give us great
insight into consumer desire
Products

20. It’s all in the details

21. Images go where your consumer goes

22. What are consumers telling us?

23. what are brands Learning?

24. How are fans Thinking about our products?

25. How are fans thinking about our products?

26. How Do fans want to see our products?

27. Built a community on
Pinterest
!
Asked for product
suggestions
!
Became a best seller
Smarter Merchandising

28. Merchandising emails
based on social signals
Email optimization

29. Showcasing Products

30. Introducing a new camera
!
Teach a photography course
on Instagram
!
Show photos from camera
Thinking Natively

31. rewarding followers

32. user generated content

35. Thanks!