king of the brand - state of search 2016
TRANSCRIPT
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@Matt_Siltala
T H E A R T & S C I E N C E O F B R A N D / C O M M U N I T Y B U I L D I N G W I T H V I S U A L S
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@Matt_Siltala
Content with relevant photosor Infographics see a
increase in page views versus
content without images.
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@Matt_Siltala
Colored visualsincrease people’s
willingness to readcontent by
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@Matt_Siltala
Visual content is more than
more likely to be shared on social media
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@Matt_Siltala
of senior marketing executives believing visual assets are core to how their brand story is communicated
of online marketers use visual assets in their social media marketing
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@Matt_Siltala
The National Center for Biotechnology
Information found in 2015, that the average
attention span had dropped from 12
seconds in 2000 to
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@Matt_Siltala
Luckily, visual content is
consumed at a much faster
speed than text
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When it comes to making decisions we start with our
emotions.
Studies have shown that people are unable to come to a decision if
they are not emotionally influenced
in some way.
@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
FANATICS
We leverage UGC we find on social platforms like Instagram, and put the fans into our social updates.
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@Matt_Siltala
We use a tool called Pixlee to find these images, and get the permission. The images showcase the products we sell, and are more authentic than model pictures.
FANATICS
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@Matt_Siltala
The WeAreFanatics blog posts in which we focus bringing stories for fans to enjoy. Highly visual content, as it tells the story better.
FANATICS
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@Matt_Siltala
The jersey evolution posts are great examples as these appeal to all sorts of fans. Especially when it concerns a team which didn't win the championship since 1908, Cubs, fans do like the nostalgia of the content.
FANATICS
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FANATICS
@Matt_Siltala
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@Matt_Siltala
Learning from what fans are searching for, we tailor the content to the search demand when we find a topic.
Example: What does the GSH stands for on the Chicago Bears jersey. We leverage our Facebook Fan pages to distribute the content, and get high engagement on these.
FANATICS
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@Matt_Siltala
FANATICS
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@Matt_Siltala
FANATICS
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@Matt_Siltala
H’What isVisual
Content?
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@Matt_Siltala
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Visual content is blazing the path
@Matt_Siltala
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My wife said that she has not used Google to search
for anything in over 2 years, and that she uses
Pinterest because it gives her everything she is
looking for in an easy to consume visual format.
@Matt_Siltala
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@Matt_Siltala
VS
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@Matt_Siltala
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@Matt_Siltala
The need a brand has for a community that supports
and follows them
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@Matt_Siltala
Brands canno longer get away
with “not being on social”
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@Matt_Siltala
Building your brand goes well beyond just
the “branding” of your website.
You need to have an identity on places like Facebook, Instagram
and Twitter.
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@Matt_Siltala
Have a strong purpose behind
your visual content
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@Matt_Siltala
Identify needs and set goals
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@Matt_Siltala
Create content based on those needs and goals
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@Matt_Siltala
Is itsharable?
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@Matt_Siltala
Can you generate
leadswith it?
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@Matt_Siltala
Is it helping you build a communityor brand?
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@Matt_Siltala
Are you generating
sales?
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Are you sparkinga debate,
conversation,or controversy?
@Matt_Siltala
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Earning links for your visual content is
incredibly important for branding - Because links are important focus on creating visual content
that will earn links.
@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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Who here wouldn’t
mind links from Forbes, Huffington
Post or even Allure or Esquire?
@Matt_Siltala
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@Matt_Siltala
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So that is all fine and
dandy Mat, but how canI do betterwith visual content?
@Matt_Siltala
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@Matt_Siltala
Don’tmake it
complicated.
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Are you missing
easy branding victories
with visuals?
@Matt_Siltala
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@Matt_Siltala
Think Instagram, (Instagram Story)
Snapchat (snapchat story) Facebook Live,
Periscope, YouTube live.
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@Matt_Siltala
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@Matt_Siltala
Can live video expand your branding and community?
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@Matt_Siltala
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Instagram story: How will you
position yourself?
@Matt_Siltala
(offer something unique to this
channel only and followers will come)
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@Matt_Siltala
Richie Norton - (friend of mine shares how to grow business tips on his Instagram story updates) and you can only get these behind the scene
ideas and tips from him on Instagram.
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@Matt_Siltala
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THINK How can I
capitalize on something like this in
my industry?
@Matt_Siltala
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@Matt_Siltala
Think about it being a good place to
build community, interact with
customers, help them, answer
questions, share and grow together - crowd source them
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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These visuals ain’t right
for branding
@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
Those kind of examples are not good for branding or community
building
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@Matt_Siltala
Good examples
for branding
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@Matt_Siltala
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@Matt_Siltala
Speaking of beards…
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@Matt_Siltala
Again - think easy Branding Wins - This isa personal branding win
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
So what does content like these previous examples do?
It makes me want to follow them and be a part of their
community.
That leads to more of what they post in front of me, that leads to me be very familiar with them and when I need
(or want) to purchase something in their
industry - I will go to them.
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@Matt_Siltala
Communitybuilding
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@Matt_Siltala
Communitybuilding
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@Matt_Siltala
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@Matt_Siltala
Where are we headed?
What type of visuals will I start seeing more of in
the future?
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
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@Matt_Siltala
When you can build a brand
that the community
grows, defends, adds value to - you
have done your job.
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@Matt_Siltala
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@Matt_Siltala
T H E A R T & S C I E N C E O F B R A N D / C O M M U N I T Y B U I L D I N G W I T H V I S U A L S