Unleash Power of Visual Social Media for your Brand
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An estimated 2 billion images are posted on social media every single day. This presentation explains how brands can use visual social media to better engage with their audiences and gain valuable insight.
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Unleash Power of Visual Social Media for your Brand
- 1. Unleash the Power of Visual Social Media for your Brand Roy Jacques, UK Managing Director, Sysomos @royjacq @sysomos
- 4. Photos let us say more, with less effort At least 2 billion images are shared on social media every single day. 80 million a day on Instagram alone.
- 5. People love to consume and share photos Photos on Facebook get an 87% interaction rate, compared to under 4% for all other content types.
- 6. Photography is the most powerful tool content marketing has, but you have to get it right. And that takes work.
- 7. Invest in quality If you don’t invest effort into your content, how can you expect your audience to invest their attention into it?
- 9. Encourage and amplify user generated content If a fan takes the time to create a great image for your brand, the least you can do is share it with your followers
- 10. Untangle your network Big brands suffer from social sprawl – a disconnected spaghetti of social networks that results in missed opportunities.
- 11. Eliminate your blind spots Brands have a big blind spot if they can only find social media pictures that are tagged. They need image recognition technology.
- 13. See more, understand more
- 14. The camera never lies Photos can provide much more honest and accurate information that a written status update, if we are able to analyse their content.
- 15. Takeaways • Invest in good quality photographic content • Find the best visual stories to tell about your organisation (look beyond the marketing department!) • Encourage and reward your fans when they share photos of your brand • Use a more joined up approach to managing large scale social – identify and share the best visual content more easily • Make use of new technology to automate the identification and analysis of relevant images
- 16. Thank You
Hinweis der Redaktion
- This is a photo of a Sepp Blatter being showered with money in a prank by a comedian earlier this year It’s a powerful photo which speaks volumes about the corruption scandal surrounding FIFA which says a lot more than words can. But it’s not, sadly, the most memorable photo from this year’s headlines – we’ve seen some terrible but powerful photos of Europe’s refugee crisis. I didn’t want to use that photo of the little boy on the beach, but I’m sure you all remember it. There was a big debate over whether or not that particular image should have been published. It’s not the first time we’ve had this argument – almost since the beginning of photography there have been similar pictures which have provoked the same argument – some people say they’re too graphic, too intrusive or they send the wrong message. But my point is that there’s a reason that argument keeps happening – pictures have an enormous power to influence us. Photos like this one, and the one of the little boy, were a catalyst for change. They forced people to think about the issue and to take action. Even the most persuasive piece of writing cannot hope to have anything close to the instant emotional impact of a photo. That photo says so much, and it says it in the blink of an eye, regardless of what language you speak. Photos are the most powerful type of media. Whatever kind of organisation you are, public sector, private sector, NGO, you simply cannot ignore the power of images.
- But let’s look at this from a more positive angle. These images of Pluto were taken earlier this year by NASA’s New Horizon’s probe. Over recent years we’ve seen more and more of these kinds of images, uncovering the secrets of our solar system, and people just love to share them, because they’re fascinating and awe inspiring. Photos like this encourage millions to learn more about space exploration, to ask bigger questions about our universe, to think about the future possibilities for the human race and, more pragmatically, inspire a new generation to pursue the science and engineering careers which will help us overcome the future challenges our entire species will face. Think about the sheer weight of human endeavour that went into taking this photo of a planet five billion miles from Earth - the money and manpower and the scientific innovation. It’s more than a photo, it’s the story of centuries of human progress and a statement of hope for our future.
- We share a staggering number of photos online every day. This, again, is because a photo is quite often the most efficient way of telling the story we want to tell to our friends and families. You could take the time to compose a florid Facebook status update about what a lovely holiday you’re having, how beautiful the scenery is, how much the kids are enjoying themselves and so on and so on – or you could post a photo. It’s quicker, easier and allows you to express much more. With the rise of smartphones, most people now have the ability to capture and share high quality photos wherever they are. It’s how people choose to express themselves in social media. Instagram claims 80m photos shared per day (116 per second). Estimate 2 billion+ photos are shared online every day (Kleiner Perkins analyst Mary Meeker’s annual Internet Trends report claimed 1.8 billion a year ago – 2 billion is a very conservative growth estimate)
- And people love to consume photographic content as much as the love to create it. Across all social channels, photographic content is consistently shown to be the most engaging – it gets shared and interacted with much, much more than any other kind of content. Research from Social Bakers (2014) shows that photos get an 87% interaction rate, while text, links and everything else get less than 4%. Equally, research has shown that tweets which contain images are 35% more likely to get shared than those which contain only text, and again this is high than any other content type, including video.
- In this age of content marketing a lot of brands already understand the power of visual media in their social and online channels – recent analysis of over 30,000 Facebook pages (socialbakers) found that images account for 75% of content. But that doesn’t necessarily mean they are getting it right. And it’s not just about posting your own photos – it’s about understanding how to make sense of that huge ocean of images that other people are sharing, how people are using (or misusing) your own photography, and how to get the most value from the images that you do create. So for the rest of this presentation I’d like to talk about how we as marketers can get the most value from visual social media.
- We’re all so used to seeing these kind of images in the business world – sometimes it’s professionally produced, sometimes less so, but invariably the subject matter is just dull and uninspiring. For decades businesses have been happy to create this kind of photography because it used to be good enough for the old world of marketing – it was find for static websites, or for sending out to the trade and business press. And too many businesses still have this attitude to photography – they haven’t updated their thinking for the social media age. They push all of these boring photos out onto their corporate social channels and wonder why they don’t get any engagement. Take a look at these photos – would any of you even bother to click the like button, never mind share with your own networks? Of course not, why would you?
- And here are some examples of how it can be done well – obviously we’ve got Nike in the top left hand corner, but they have a pretty easy life in this respect because of what the brand does, but the rest of these are B2B companies, Rolls Royce, GE, and Maersk – all showing that that B2B doesn’t have to be boring. These are all images they recently shared on their Facebook pages which all generated a lot of engagement. And this is my first piece of advice – invest in creating great photography. I don’t just mean paying a professional photographer to take technically competent pictures (although that’s a good start) but really take a creative approach to visual story telling for your business – get a broad selection of people involved and think about how you create compelling images. Think about all of the areas of your business, what might other people find interesting? How can you share an inside view of your world? What facilities do you have access to that other people do not? How do your products and services get used? What problems does your business solve? What do you enable? How do you empower people? Think laterally. Ask this question of all your ideas: would people who do not work for our company still want to share this photo with others? Is the image interesting in its own right with little or no accompanying text?
- All this might sound expensive – and it can be, but you’re serious about winning at content marketing then it’s an investment you’ll need to make. But there’s good news – social media is full of people who will happily create content for you, if you let them. Encourage and reward the people who do this, and that will send a clear signal to others to get involved. It won’t be easy for all brands, especially B2B, but with creativity and experimentation you can make it work – there are plenty of UGC case studies for B2B brands that can give you inspiration. This image is from a hugely successful Starbucks UGC campaign in which they encouraged customers to doodle on white cups and share the images on social media.
- If you’re an international brand of any significant, the chances are you’ve got a complicated network of social media channels for different brands and products, in different countries, across all of the major platforms. Essentially a big spaghetti-like tangle of social media channels managed by different teams across your organisation. I would strongly encourage you to find a social media management tool, like Expion, that will enable you to bring all of these disparate social channels together so they can be run in a more organised, joined up manner. The reason this is important for visual is that it will enable you to easily identify what images are working well across the network and push them out across other channels – maybe there’s some UGC that is performing well in a tiny market that doesn’t get much attention, so it’s in danger of being overlooked. Or maybe the smaller markets don’t have much resource to create content and manage their social channels, so you can use a management tool to make sure that the best content from the better–resourced areas of your network is pushed out to those backwaters that need the support. You can also use tools like this to keep tabs on your competitors. By plugging their pages into your own dashboards you can identify what’s working well for them, spot images which are going viral and either take inspiration from their ideas or straight up hijack rising trends with your own angle.
- We know that there are all of those billions of photos being added to the social web every year, but with conventional social media monitoring tools we can only identify a small fraction of the pictures that are relevant to our brand because although people are very keen on taking and sharing photos, they’re not so interested in methodically and accurately tagging those images. So if you’re only searching for images based on brand names or other keywords, then you’re missing a lot. The good news is that technology has solved this problem – with improvements in artificial intelligence it’s now possible to automatically identify things like logos and other trademarks in social media photos, regardless of whether they have appropriate tags or descriptive text. This technology is available now – we have it, we think some of our competitors have something similar - it’s not pie in the sky stuff. What this means is that you can identify a far wider range of ‘visual brand mentions’ in social media and get a much more complete understanding of how people interact with our brands, use our products and share that experience online.
- But there’s still a problem with all of this. It’s often hard enough to make sense of the social images we can already identify, so if we’re now able to capture so many more of those photos, and they don’t have very descriptive text associated with them, doesn’t that just mean more data but less useful information? Back to square one? Well here’s where it gets really interesting because the algorithm which can learn to recognise a logo can also learn to recognise pretty much any other object or setting. So the system can automatically categorise and classify the content of the images containing your brand, understanding what other objects are in those photos, where the photos are taken, what kind of people are in the picture (gender, age, facial expression) and a lot more contextual information. So, for example, you could ask the system to show you photos containing your logo and people smiling, or only outdoors photos, and so on. Also note in this picture that the Starbucks logo is partially obscured – that doesn’t matter, these algorithms can spot obscured, distorted or even subverted versions of a logo – and that’s really useful for copyright protection and crisis management situations.
- Here’s a little example of this technology in action. One of the early adopters was a well known beer brand which did a lot of advertising around people enjoying the product on beaches. But when they used the tool to analyse all of the photos of their brand shared on social media they learned that very few of those pictures were taken on a beach – in fact far more people seemed to be drinking their beer at garden parties and barbecues. So that immediately gave them some big clues about how they could fine tune their advertising and make that budget work harder, by better understanding how people really use their product.
- All of this is leading us towards a disruptive change in the way brands think about social media analytics. Right now we capture a lot of textual content and perform analysis on it to tease out some kind of meaning, but that means we’re relying on self-reported behaviour, what people say they’re doing or thinking, which can be unreliable because we know that people don’t always tell the truth and are prone to exaggeration and embellishment. But if we can start analysing all of these photos and mining them for contextual information, that’s a lot more accurate because (in most cases) a photo is a much more reliable depiction of a scene. So this technology has the potential to give brands a much deeper and more honest understanding of their customers
- I’m happy to take questions now – and while we’re doing that I just wanted to share one of my favourite photos form Commander Chris Hadfield, who some of you might have seen speaking here yesterday. Another great example of the power of photography to capture the public imagination.
- This whole presentation should take 30-40 minutes, and then we switch over to a Q&A format, which will hopefully eat up the remaining 20 mins. We will make sure Sysomos people are in the audience ready to ask questions in order to fill any awkward silences.