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Explaining Visual Content (visually)

I created this presentation as a way to introduce what is Visual Content to a company that had no previous experience working with visual content, showing processes, case studies, etc.
Using beloved sci-fi references, I create a narrative that guide the audience in an engaging and fun way.

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Explaining Visual Content (visually)

  1. 1. THE FUTURE IS VISUAL PRESENT WHY WE NEED TO JUMP INTO IT
  2. 2. Flatpacks have been available for many years - but they just keep getting better. The choice now is almost endless. Whether you need a fully-fitted kitchen or just an extra set of shelves, you’ll find a flatpack to suit you. But when you’re assembling yours, it’s important that you follow the individual manufacturer’s instructions carefully. This compact cabinet is a typical building block in a flexible, modular storage system. You can add drawers, a shelf and/or a door to make it into a cupboard. And you can buy a number of them to make a unit that gives you all the storage you want. But make sure you always read the manufacturer’s assembly instructions, as individual products can differ. Step 1 Start by laying the panels out on the floor so you can easily see each part. A good tip is to use the packaging to protect the panels from scratches. And it’s best to keep screws and fixings inside their packaging until you need to use them. Step 2 Push the legs into the pre-drilled holes underneath the base panel. If you’re using decorative legs that you’ve bought sepa- rately, use the fixing instructions that come with them. Step 3 Turn the base panel over so it’s standing on the legs. Using a screwdriver, screw four cam studs into the pre-drilled holes closest to each corner. Step 4 Squeeze a little of the PVA wood adhesive that comes with the cabinet on one end of the four wooden dowels. Then slot them into the pre-drilled holes on either side of the base panel. Step 5 Tap the dowels into place with a small hammer (they should fit snugly). Take care not to damage the end of the dowels - a light tap should do the trick. Step 6 Put a locking cam into each of the larger holes at the bottom of the side panels. When you do this, make sure the arrows embossed on the cams point towards the end of the panel. After this, use a trimming knife to take off any extra edging at both ends of the grooves running along the length of the side panels. This is where you’ll be fitting the back panel. Step 7 Put a dab of PVA wood adhesive on the end of each dowel that’s sticking out. Step 8 Fit the first side panel to the base - it should slide neatly onto the dowels you’ve already glued. Take care to keep the panel at right angles to the base, otherwise you might risk damaging the dowels. Then make sure the grooves in the base and side panels line up. Step 9 Secure the first side panel by tightening the two locking cams. Use a screwdriver to turn them clockwise. Step 10 You’re now ready to fit the back panel. Run a bead of glue along the grooves in the side and base panel you’ve already put together, and slide the back panel into place. Step 11 Slide the second side panel into position and tighten the two locking cams. Step 12 Put four locking cams into the holes on the top of the side panels - the arrows should point towards the end of the panel. Glue four wooden dowels and fit them into the top panel. Then put four cam studs into the pre-drilled holes and run a bead of glue into the groove. You can now fit the top panel. Finish by tightening the locking cams and fitting cam covers to all the exposed locking cams. INSTRUCTIONS
  3. 3. INSTRUCTIONS
  4. 4. VISUAL CONTENT DISSECTED PROCESS AND CASE STUDIES: DOS AND DON´TS WHAT IS SOME STATS AND AN INTRODUCTION VISUAL CONTENT VISUAL CONTENT APPLIED: VISUAL CONTENT: CONTENT INDEX
  5. 5. of information transmitted to the brain is 90% visualSource: MDG Advertising
  6. 6. 60,000x The brain processes visuals faster than any text Source: MDG Advertising
  7. 7. 53%Photos generate more likes than the average post Source: MDG Advertising
  8. 8. 12xVideos are shared more than text and links combined Source: MDG Advertising
  9. 9. Graphics, images and videos that a brand creates for promotion, and people see, read and interact online with while they consume Social Media It is not about selling, but about providing an experience to form a lasting connection what is visual content?
  10. 10. Is Social Media friendly WHY DOES IT WORK FOR BRANDS? Enhances brand identity Eliminate language frontieres Condenses information Engage users Is Snackable Supports SEO
  11. 11. VISUAL CONTENT DISSECTED
  12. 12. A TAXONOMY OF VISUAL CONTENT static FORMAT dinamic low high COST PHOTOS MEMES ILLUSTRA- TIONS COMICS MINI- GRAPHICS INFOGRAPHICS EBOOKS REPORTS SLIDESHOW IMAGE MULTI PAGE DATA VISUALIZA- TION ANIMATED SLIDESHOW QUIZZES SURVEYS CALCULATORS INTERACTIVE INFOGRAPHICS FOOTAGE VIDEO INTERACTIVE GRAPHICS ANIMATED GRAPHICS VIDEOS £ £ MOTION GRAPHICS VIDEO ANIMATED GIFS
  13. 13. VISUAL CONTENT APPLIED WHAT CAN WE DO AS A COMPANY
  14. 14. elements for success IN VISUAL CONTENT comprehension RetentionAppeal The power of attracting or of arousing interest The act or fact of grasping the meaning, nature, or importance of; understanding The ability to recall or recognize what has been learned or experienced; memory
  15. 15. PROCESS
  16. 16. CASE STUDIES VISUAL CONTENT IN B2B 01. WORKED IN... 02. GENERAL ELECTRICS 03. MAERSK GROUP 04. ZOMBIe SURVIVAL
  17. 17. 01. CASE STUDY. WORKED IN... DURACELL FACEBOOK Not a clear strategy in Facebook Didn´t know what they wanted to communicate to their audience. Random messages without a clear visual direction Engagement was quite low STARTING POINT
  18. 18. 01. CASE STUDY. WORKED IN... DURACELL FACEBOOK Strategy: 4 content buckets with different messages and goals Bunny as ambassador of the brand instead of a brand asset Consistent visual style by using copper, beige and black as color palette KEY POINTS
  19. 19. 01. CASE STUDY. WORKED IN... ADIDAS WORLDCUP INFOGRAPHIES Infographics to be shared in Social Media and newspaper during World Cup 2014 Data translated visually into croppable layout KEY POINTS
  20. 20. 01. CASE STUDY. WORKED IN... COMUNICAS 13 VIRAL Promoting 13th issue of our magazine by a viral video, showing zombies in daily situations I was in charge of the concept, choreographing, directing and editing the videos We had coverage in national corporate magazines KEY POINTS
  21. 21. 02. CASE STUDY. GENERAL ELECTRIC EMPOWERING IMAGINATION Creation of a playful, educational and informative persona on social media Asking its target audiences to share their content using most prominent SM channels and images-heavy sites like Instagram or Pinterest. SUCCESS
  22. 22. 02. CASE STUDY. GENERAL ELECTRICS EMPOWERING IMAGINATION GEInstawalk Allow Instagram and Pinterest influencers to share backdoor content SpringBreakIt See videos of smashed, crushed, or blasted objects in Youtube # Badassmachine Engaging headlines and hashtags Creation of hashtags as a way to position the brand closer to the audience
  23. 23. Compelling visuals Engaging tone of voice Making data interesting Using non traditional SM platforms KEY POINTS 02. empowering imagination general electrics
  24. 24. 02. empowering imagination general electrics Great compositions with watermark Mesmerizing videos to feed curiosity Visually freshand varied content Innovative concept of industry assets
  25. 25. 03. CASE STUDY. MAERSK GROUP COMMUNICATING, NOT SELLING
  26. 26. 03. CASE STUDY. MAERSK GROUP communicating, not selling Purpose of the social media strategy: To increase engagement with customers rather than sales sales To leverage employee expertise to create value To show passion for the business by telling stories SUCCESS + 400,000 Facebook fans in less than 11 months European Digital Communication Award Powerful online presence
  27. 27. 03. CASE STUDY. MAERSK GROUP communicating, not selling Define the use for each channel: - Facebook to keep track of what the company is doing, seafarers - Twitter to turn bloggers into tweeters and keep in touch wih press - Linkedin: create forum and generate new ideas - Instagram and Pinterest for containers spotters Creation of website for all SM key points
  28. 28. Relating the measures needed to be taken to surviving a zombie attack to successfully migrating to the cloud. SUCCESS 04. CASE STUDY. SUNGARDS CLOUD HOSTING ZOMBIe SURVIVAL
  29. 29. key points 04. CASE STUDY. SUNGARDS CLOUD HOSTING ZOMBIe SURVIVAL Witty yet accurate concept Using humour Crafted copy Visual impact Engagement by identification Brilliant structure leading to CTA
  30. 30. DO´S AND DONT´S
  31. 31. INSTEAD OF SAYING THINGS START A CONVERSATION
  32. 32. DON´T MESSAGE IN THE WRONG CHANNELS KNOW THE AUDIENCE
  33. 33. TEACH INSPIRE SURPRISE DON´T ONLY ADVERTISE
  34. 34. USE SPACE AND TIME WISELY BE CREATIVE
  35. 35. USE PLATFORMS THAT WORKS, BUT... DON´T PUSH IT
  36. 36. SOCIAL MEDIA IS ABOUT TRYING EXPERIMENT
  37. 37. REFERENCES 5 Facts prove that Visual Content is a guaranteed winner 7 B2B companies to admire for their excepcional Visual Content 5 Visual Content Formats (and the B2B Companies that Excel at Them) Visual Content Marketing on 3 Major Networks: Ideas and Inspiration The Art and Psychology of Storytelling in B2B Everything you need to know about Visual Content
  38. 38. THANK YOU OTILIA MARTIN otilia@otiliamartin www.otiliamartin.com

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