THE VISUAL EFFECT: A PORTHOLE INTO YOURCOMMUNITYThe importance of visual content in an era of white noise

1Monday, November 5, 12

remember the show me state: Madeline Riley edsocialmediacommunity manager

THE SHOW MESTATE

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I’d like to set a little back story before we get into what people are doing. First and foremost, I’d like to tell you where I came from.... and it probably won’t take long for many of your to figure out the state, but who can guess which state this is? Well in Missouri, we have a little slogan that seems to be engrained in us at birth, and that’s the good ole’ idea of the Show Me State. So what’s that mean? It means I won’t believe you until you show me. I have a thriving arts program where our students flourish in charcoals and acrylics? Show me. I don’t believe you. We have a very engaging alumni community where 90% of our alums give back to the community? Show me; I won’t believe it until I see it. And we can go on and on. but the idea here is that you keep this little motto in the back of your head as you begin to craft more content for you school, and you’ll start to see a remarkable difference in the way folks interact and engage. Photo: http://www.google.com/imgres?um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&authuser=0&biw=1280&bih=555&tbm=isch&tbnid=sjyumRU0Mrg6KM:&imgrefurl=http://eyecandydecals.com/index.php%3Fmain_page%3Dproduct_info%26products_id%3D980&docid=rmHiB86PUmbRjM&imgurl=http://eyecandydecals.com/images/MO5.png&w=1350&h=1163&ei=DdKXUJCnEeS00QHI34CoBQ&zoom=1&iact=hc&vpx=1007&vpy=114&dur=537&hovh=196&hovw=227&tx=169&ty=106&sig=116844056001646752868&page=2&tbnh=143&tbnw=166&start=12&ndsp=26&ved=1t:429,r:17,s:0,i:137

THE SHIFT

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Have many of you have noticed the emphasis on pictures in your everyday life?

OUT WITH THE OLD

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statigr.am

IN WITH THE NEW

As#of#September#2012,!85%!

of!American!adults!

have!a!cell!phone!

and#45%!have!a!

smartphone.#As#of#early#2012,#58%#have#a#

desktop#computer,#61%#have#a#

laptop,#18%#own#an#eAbook#

reader,#and#18%#have#a#tablet#

computer.#

THE USER BASE

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As of September 2012, 85% of American adults have a cell phone and 45% have a smartphone. As of early 2012, 58% have a desktop computer, 61% have a laptop, 18% own an e-book reader, and 18% have a tablet computer. Visithttp://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx

Photo: http://statigr.am/viewer.php#/detail/317814046061242332_203326800

IN WITH THE NEW

It’s#not#uncommon#for#a#highA

end#smartphone#camera#

to!match!or!even!

beat!the!quality!of#a#

small!pocket!digital!camera.

THE USER BASE

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It’s not uncommon for a high-end smartphone camera to match or even beat the quality from a small pocket digital camera. This rapid improvement in quality has dovetailed with a broader trend of sharing digital photography online — whether it’s through Facebook, Instagram, etc. http://mashable.com/2012/09/30/smartphone-camera-shootout/#91873A-Bus-In-Motion

Photo: http://mashable.com/2012/09/30/smartphone-camera-shootout/#91873A-Bus-In-Motion

WHY THE VISUAL WEBMATTERS

FACEBOOK is cornering the market of what we used to call Kodak moments. THEY ARE BECOMING FACEBOOK MOMENTS.As#ReadWriteWeb's#Kevin#Kelleher#memorably#put#

it#...#when#Facebook#bought#another#Visual#Web#

startup,#face#recogniLon#company#Face.com:#

"Facebook!is!cornering!the!market!of!what!

we!used!to!call!Kodak!moments.!They!are!

becoming!Facebook!moments."

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Face.com is a Tel Aviv-based technology company that developed a platform for efficient and accurate facial recognition in photos uploaded via web and mobile applications. Face.com apps and API services scan billions of photos monthly and tag faces in those photos, tying them directly to available social networking information. As of February, 2011, the company had “discovered” 18 billion faces across its API and Facebook applications.[1]

WHY THE VISUAL WEBMATTERS

"Blogs!were!one!of!the!earliest!forms!of!social!

networking!where!people!were!wriDng!1,000!

words,"#says#Dr.#William#J.#Ward,#Social#Media#

professor#at#Syracuse#University.#"When#we#moved#to#

status#updates#on#Facebook,#our#posts#became#

shorter.#Then#microAblogs#like#TwiTer#came#along#and#

shortened#our#updates#to#140#characters.#NOW WE ARE EVEN SKIPPING WORDS ALTOGETHER#

and!moving!towards!more!visual!

communicaDon!with!socialHsharing!sites!like!

Pinterest."!

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http://www.fastcompany.com/3000794/rise-visual-social-media

CAN YOU PUT THAT ON FACEBOOK?

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Photo: http://www.google.com/imgres?um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&channel=fflb&authuser=0&biw=1280&bih=555&tbm=isch&tbnid=8GIf5RhG5osQSM:&imgrefurl=https://www.facebook.com/mobile/camera&docid=VwQVtQ4RR6sKCM&imgurl=https://s-static.ak.facebook.com/rsrc.php/v1/y3/r/kwgou-FtP8s.jpg&w=212&h=212&ei=BteXULvtMtS20AHc1YGYCA&zoom=1&iact=hc&vpx=135&vpy=111&dur=2788&hovh=169&hovw=169&tx=94&ty=76&sig=116844056001646752868&page=1&tbnh=159&tbnw=159&start=0&ndsp=10&ved=1t:429,r:5,s:0,i:150

VISUAL CONTENT/DRIVES ENGAGEMENT

40%#of#people#will#respond#beTer#

to#visual#informaLon#than#plain#

text.#(Source:#Zabisco)

Just#one#month#aZer#the#

introducLon#of#Facebook#

Lmeline,#visual#content#AA#photos#

and#videos#AA#saw#a#65%#increase#

in#engagement.#(Source:#Simply#

Measured)

A/#Viewers#spend#100%#more#

Lme#on#pages#with#videos#on#

them.#(Source:#MarkeLngSherpa).#

B/Posts#with#videos#aTract#3x#

more#inbound#links#than#plain#

text#posts.#(Source:#SEOmoz)#

Publishers#who#use#infographics#

grow#in#traffic#an#average#of#12%#

more#than#those#who#don't.#

(Source:#AnsonAlex)

90%#of#informaLon#transmiTed#

to#the#brain#is#visual,#and#visuals#

are#processed#60,000X#faster#in#

the#brain#than#text.#(Sources:#3M#

CorporaLon#and#Zabisco)

On#Facebook,#photos#perform#

best#for#likes,#comments,#and#

shares#as#compared#to#text,#

video,#and#links.#(Source:#Dan#

Zarrella)

VISUAL PROCESSING INCREASED RESPONSE INCREASED ENGAGEMENT

PHOTOS PERFORM BEST VIDEOS ARE KING INFOGRAPHICS ROCK

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http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx

THE PORTHOLETO YOUR COMMUNITY

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It also affords below-deck occupants a limited, but often much-needed view to the outside world.photo: http://jrfoley.com/porthole2.jpg

TIME WELL SPENT

FACEBOOKThe!biggest!social!network!allows!us!to!create!a!human!connec4on!to!our!ins4tu4ons,!which!allows!us!to!emote!loyalty!and!allegiance!in!a!way!that!words!can’t.

PINTERESTThe!online!photo!scrapbooking!site,!is!now!the!No.!3!social!network!in!the!country!for!total!visits,!and!videos!and!infographics!are!peppering!blogs!everywhere.

INSTAGRAMInstagram,!the!mobile!app!that!allows!users!to!take!photos,!add!filters,!and!share!them!with!their!social!networks,!has!grown!to!more!than!40!million!users!in!the!iPhone!and!Android!markets!since!launching!in!October!2010.

BLOGGINGOne!of!our!oldest!forms!of!social!media!s4ll!holds!water!in!this!visual!evolu4on.!Through!other!networks,!we!can!centralize!our!content!on!our!school!blogs,!emphasizing!illustra4ons.

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they show what is going on behind the scenes with real employees and customers. This creates a human connection that helps translate the brand experience, and promote brand loyalty between companies and consumers that can't be achieved through words alone.

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/32255/Why-Marketers-Should-Invest-in-Visual-Content-Creation.aspx#ixzz2BMrUMLC6 http://www.usnews.com/education/best-colleges/articles/2012/06/07/3-ways-colleges-use-instagram

FACEBOOK

WHERE IT STANDSUser!base

One#billion#monthly#acLve#users#as#of#

October#2012.

CrossHuse!increases!user!base

Approximately#81%#of#our#monthly#acLve#

users#are#outside#the#U.S.#and#Canada.

552#million#daily#acLve#users#on#average#

in#June#2012.#

600#million#monthly#acLve#users#who#

used#Facebook#mobile#products#in#

September#2012.

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http://econsultancy.com/us/blog/11026-brand-adoption-of-instagram-continues-to-grow-rapidly-report

VISUAL CONTENT/FACEBOOK

Just#one#month#aZer#the#

introducLon#of#Facebook#

Lmeline,#visual#content#AA#

photos#and#videos#AA#saw#a#

65%#increase#in#engagement.

//#On#Facebook,#photos#perform#

best#for#likes,#comments,#and#

shares#as#compared#to#text,#

video,#and#links.#(Source:#Dan#

Zarrella)

SHOW, DON’T TELL

14Monday, November 5, 12

Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?

VISUAL CONTENT/FACEBOOK

Just#one#month#aZer#the#

introducLon#of#Facebook#

Lmeline,#visual#content#AA#

photos#and#videos#AA#saw#a#

65%#increase#in#engagement.

//#On#Facebook,#photos#perform#

best#for#likes,#comments,#and#

shares#as#compared#to#text,#

video,#and#links.#(Source:#Dan#

Zarrella)

SHOW, DON’T TELL

14Monday, November 5, 12

Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?

VISUAL CONTENT/FACEBOOK

Just#one#month#aZer#the#

introducLon#of#Facebook#

Lmeline,#visual#content#AA#

photos#and#videos#AA#saw#a#

65%#increase#in#engagement.

//#On#Facebook,#photos#perform#

best#for#likes,#comments,#and#

shares#as#compared#to#text,#

video,#and#links.#(Source:#Dan#

Zarrella)

SHOW, DON’T TELL

14Monday, November 5, 12

Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?

VISUAL CONTENT/FACEBOOK

Just#one#month#aZer#the#

introducLon#of#Facebook#

Lmeline,#visual#content#AA#

photos#and#videos#AA#saw#a#

65%#increase#in#engagement.

//#On#Facebook,#photos#perform#

best#for#likes,#comments,#and#

shares#as#compared#to#text,#

video,#and#links.#(Source:#Dan#

Zarrella)

SHOW, DON’T TELL

14Monday, November 5, 12

Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?

INSTAGRAM

WHERE IT STANDSUser!base

Today,#Instagram#boasts#more#than#100m#

registered#users#and#more#than#11m#daily#

acLve#users.

CrossHuse!increases!user!base

As#Simply#Measured#points#out,#Instagram#

users#can#now#automaLcally#add#likes#on#

Instagram#to#their#Facebook#Lmelines,#

and#as#the#firm#observed,#"more#than#90%#

of#Instagram#photos#posted#by#brands#

were#also#posted#to#Facebook."

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http://econsultancy.com/us/blog/11026-brand-adoption-of-instagram-continues-to-grow-rapidly-report

VISUAL CONTENT/INSTAGRAM

To#celebrate#the#founder#of#

Instagram,#Kevin#Systrom#MX'02,#

the#Middlesex#Alumni#Office#has#

challenged#students,#faculty,#and#

staff#to#submit#images#using#

Instagram#of#what#they#believe#

makes#Middlesex#special.#76#

images#were#submiTed#and#now#

the#voLng#begins!#Please#"like"#

the#images#that#you#think#are#the#

best#to#help#us#decide#a#winner#

by#Friday.

INCREASED ENGAGEMENT

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Middlesex also promoted this on their website and ended up with 76 submissions and 1197 “likes”/votes total. Source: http://www.evertrue.com/blog/2012/05/24/instacampus-the-mx-instagram-challenge/#.UJfrvIV9lFs

VISUAL CONTENT/INSTAGRAM

A#restaurant#in#Comodo#—#

located#in#ManhaTan’s#SoHo#

neighborhood#—#noLced#guests#

were#repeatedly#snapping#

pictures#of#their#entrees#and#

uploading#them#to#Instagram,#it#

decided#to#capitalize#on#the#

trend.#The#restaurant#has#

embraced#the#hashtag#

#ComodoMenu#and#added#it#to#

the#boTom#of#its#realAlife#menu,#

encouraging#guests#to#add,#share#

and#check#out#photos#of#food#

offered#at#the#establishment.

INCREASED ENGAGEMENT

17Monday, November 5, 12

Same idea be applied to events at your schools? source: http://mashable.com/2012/10/16/instagram-menu/

VISUAL CONTENT/INSTAGRAM

A#restaurant#in#Comodo#—#

located#in#ManhaTan’s#SoHo#

neighborhood#—#noLced#guests#

were#repeatedly#snapping#

pictures#of#their#entrees#and#

uploading#them#to#Instagram,#it#

decided#to#capitalize#on#the#

trend.#The#restaurant#has#

embraced#the#hashtag#

#ComodoMenu#and#added#it#to#

the#boTom#of#its#realAlife#menu,#

encouraging#guests#to#add,#share#

and#check#out#photos#of#food#

offered#at#the#establishment.

INCREASED ENGAGEMENT

17Monday, November 5, 12

Same idea be applied to events at your schools? source: http://mashable.com/2012/10/16/instagram-menu/

VISUAL CONTENT/INSTAGRAM

Take#Florida’s#graduaLon#

ceremonies#for#example.#They#

used#something#called#Instagrid#

(also#out#there#is#StaLgr.am)#

which#allows#you#to#curate#the#

image#that#tagged#with#a#certain#

phrase.#

INCREASED ENGAGEMENT

18Monday, November 5, 12

Same idea be applied to events at your schools? source: http://mashable.com/2012/10/16/instagram-menu/

VISUAL CONTENT/INSTAGRAM

Take#Florida’s#graduaLon#

ceremonies#for#example.#They#

used#something#called#Instagrid#

(also#out#there#is#StaLgr.am)#

which#allows#you#to#curate#the#

image#that#tagged#with#a#certain#

phrase.#

INCREASED ENGAGEMENT

18Monday, November 5, 12

Same idea be applied to events at your schools? source: http://mashable.com/2012/10/16/instagram-menu/

PINTEREST

WHERE IT STANDSUser!base

By#July#2012,#comScore#esLmated#the#

total#users#in#the#United#States#totaled#

23.4#million.

Dominated!by!women

The#latest#figure#from#June#esLmates#that#

as#many#as#79#percent#of#Pinterest#users#

are#female.#For#the#record,#compeLtor#

social#networks#TwiTer#and#Facebook#also#

slightly#skew#in#favor#of#a#more#femaleA

friendly#user#base.#62#percent#of#TwiTer#

users#are#women#and#58#percent#of#

Facebook#users#are#women.

19Monday, November 5, 12

http://www.digitaltrends.com/social-media/pinterest-is-a-powerful-shopping-referral-tool/

VISUAL CONTENT/PINTEREST

20Monday, November 5, 12

http://pinterest.com/sewickley1838/class-of-2012-college-choices/

VISUAL CONTENT/PINTEREST

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http://pinterest.com/sewickley1838/class-of-2012-college-choices/

VISUAL CONTENT/PINTEREST

To#illustrate#where#the#students#

and#seniors#are#heading#next,#

Sewickley#Academy#illustrated#

their#graduaLng#class#through#

Pinterest#photos#with#detailed#

capLons.#ClickAthrough#to#a#page#

on#their#website.#

INCREASED ENGAGEMENT

20Monday, November 5, 12

http://pinterest.com/sewickley1838/class-of-2012-college-choices/

VISUAL CONTENT/BLOGGING

introduction to business bloggingintroduction to business blogging

www.Hubspot.com www.Hubspot.com

Share This Ebook!

40 41

Share This Ebook!

In blogging, it is important to break up blocks of text into chunks. online reading is not like reading a physical book. the

online reader wants to be able to immediately scroll through content and scan subheaders, bold text, and even bullet

points. For example, here is how we have applied bullet points and different font sizes to the same content in order to

make it more visually appealing:

Formatting Is Your Friend4

Hubspot is an all-in-one marketing software that

helps your business get found online. It includes

a suit of tools, such as keyword intelligence,

blogging platform, email marketing, lead

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more about Hubspot, start your 30-day free trial

today.

BEFORE:

Hubspot is an all-in-one marketing software that helps

your business get found online.

It includes a suit of tools, such as:

�� Keyword intelligence

�� blogging platform

�� Email marketing

�� Lead management

�� Analytics

and more!

7R�ÀQG�RXW�PRUH�DERXW�+XE6SRW��VWDUW�\RXU�30-day free

trial today.

AFTER:

:):(

If#you#don’t#make#it#look#good,#

people#might#not#event#take#

the#Lme#to#read#the#

beginning.

//#When#we’re#compeLng#for#

Lme,#quick#and#immediate,#

Lmely#informaLon#will#find#you#

the#most#success.#

BEING PRETTY MATTERS

21Monday, November 5, 12

Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?

VISUAL CONTENT/BLOGGING

The#best#way#for#someone#to#

visualize#an#idea#is#to#see#it.

//#IllustraLon#can#be#by#way#of#

photos#to#supplement#an#idea#or#

a#simple#infographic#to#explain#

the#concept.#

INCLUDE A PHOTO WITH EVERY POINT

22Monday, November 5, 12

What’s the tone or the overall story of what you’re trying to say? Form your blog posts to display what you’re talking about.

VISUAL CONTENT/BLOGGING

The#best#way#for#someone#to#

visualize#an#idea#is#to#see#it.

//#IllustraLon#can#be#by#way#of#

photos#to#supplement#an#idea#or#

a#simple#infographic#to#explain#

the#concept.#

INCLUDE A PHOTO WITH EVERY POINT

22Monday, November 5, 12

What’s the tone or the overall story of what you’re trying to say? Form your blog posts to display what you’re talking about.

VISUAL CONTENT/THE EXTRAS

Even#tools#such#as#Evernote,#AOL#

mail#and#SpoLfy#are#taking#a#

crack#at#amplifying#visual#

content.##

CHANGING THE WAY WE VIEW

23Monday, November 5, 12Going back to the basics of where we are now. How many of you are guilty of putting up a Facebook update to get something up there, but don’t include a photo or a video?

SIDE/BY / SIDE

66% OF ONLINE ADULTS USE

FACEBOOK.

12% OF ONLINE ADULTS SAY THEY USE

PINTEREST, WHICH IS DOMINATED BY WOMEN.

NEARLY A FIFTH OF ONLINE WOMEN (19%) USE PINTEREST.

12% OF ONLINE ADULTS SAY THEY USE

INSTAGRAM, WHICH IS DOMINATED BY YOUNG

ADULTS. SOME 27% OF THE INTERNET USERS

BETWEEN AGES 18-29 USE INSTAGRAM.

Are!you!convinced?

SomeLmes,#visual#content#lets#you#say#

more#than#you#could#with#all#the#words#in#

the#dicLonary.#

24Monday, November 5, 12

http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspxRead more: http://blog.hubspot.com/blog/tabid/6307/bid/32255/Why-Marketers-Should-Invest-in-Visual-Content-Creation.aspx#ixzz2BNcRgnbt

REMEMBER THE SHOW ME STATE: MADELINE RILEY EDSOCIALMEDIACOMMUNITY MANAGERmadeline@edsocialmedia.com@madelinesen // @edsocialmedia

25Monday, November 5, 12

SOURCES/& INSPIRATION

HTTP://READWRITE.C

OM/2012

/06/27

/TOP-

TRENDS-OF-20

12-THE-V

ISUAL-WEB

HTTP://WWW.SLID

ESHARE.NET/LEIG

HGEORGE/

WELCOME-TO-THE-VISUAL-W

EB

HTTP://STA

TIGR.A

M

HTTP://INSTA

GRAM.COM/

HTTP://PIN

TEREST.COM/

HTTP://BLOG.H

UBSPOT.COM/B

LOG/TABID

/6307

/BID

/

2847

4/6-C

REATIVE-WAYS-TO-M

AKE-

CONTENT-MORE-V

ISUAL.ASPX

HTTP://BLOG.H

UBSPOT.COM/B

LOG/TABID

/6307

/BID

/3225

5/

WHY-MARKETERS-S

HOULD-INVEST-I

N-VISUAL-

CONTENT-CREATIO

N.ASPX

HTTP://MASHABLE.C

OM/2012

/10/16

/

INSTA

GRAM-MENU/

HTTP://PEWIN

TERNET.ORG/C

OMMENTARY/20

12/M

ARCH/PEW-

INTERNET-S

OCIAL-N

ETWORKING-FULL-D

ETAIL.A

SPX

HTTP://PEWIN

TERNET.ORG/C

OMMENTARY/20

12/

FEBRUARY/PEW-INTERNET-M

OBILE.ASPX

READ MORE: H

TTP://BLOG.H

UBSPOT.COM/B

LOG/TABID

/6307

/BID

/3225

5/WHY-

MARKETERS-SHOULD-IN

VEST-IN-V

ISUAL-CONTENT-

CREATION.A

SPX#IXZZ2B

NCRGNBT VISUAL IDENTITY

GUI DESIG

N

HTTP://PEWIN

TERNET.ORG/C

OMMENTARY/20

12/M

ARCH/PEW-

INTERNET-S

OCIAL-N

ETWORKING-FULL-D

ETAIL.A

SPX

HTTP://BLOG.H

UBSPOT.COM/B

LOG/TABID

/6307

/BID

/3342

3/19-R

EASONS-YOU-

SHOULD-INCLUDE-V

ISUAL-CONTENT-I

N-YOUR-M

ARKETING-

DATA.A

SPX

USER EXPERIENCE

26Monday, November 5, 12