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.

1. THE FUTURE
IS VISUAL
PRESENT
WHY WE NEED TO JUMP INTO IT

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. INSTRUCTIONS

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. of information transmitted
to the brain is
90%
visualSource: MDG Advertising

6. 60,000x
The brain processes
visuals
faster than any text
Source: MDG Advertising

7. 53%Photos generate
more likes than the average post
Source: MDG Advertising

8. 12xVideos are shared
more than text and links combined
Source: MDG Advertising

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. 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. VISUAL CONTENT
DISSECTED

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. VISUAL CONTENT
APPLIED
WHAT CAN WE DO AS A COMPANY

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. PROCESS

16. CASE STUDIES
VISUAL CONTENT IN B2B
01. WORKED IN...
02. GENERAL ELECTRICS
03. MAERSK GROUP
04. ZOMBIe SURVIVAL

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. 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. 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. 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. 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. 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. Compelling visuals
Engaging tone of voice
Making data interesting
Using non traditional SM
platforms
KEY POINTS
02. empowering imagination
general electrics

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. 03. CASE STUDY.
MAERSK GROUP
COMMUNICATING, NOT SELLING

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. 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. 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. 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. DO´S AND
DONT´S

31. INSTEAD
OF SAYING
THINGS
START A
CONVERSATION

32. DON´T MESSAGE
IN THE WRONG
CHANNELS
KNOW THE
AUDIENCE

33. TEACH
INSPIRE
SURPRISE
DON´T ONLY
ADVERTISE

34. USE SPACE
AND TIME
WISELY
BE
CREATIVE

35. USE PLATFORMS
THAT WORKS,
BUT...
DON´T
PUSH IT

36. SOCIAL MEDIA
IS ABOUT TRYING
EXPERIMENT

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. THANK
YOU
OTILIA MARTIN
otilia@otiliamartin
www.otiliamartin.com