Visual Marketing on All Scales
We have an exciting show today featuring Ekaterina Walter and Jessica Gioglio, both of whom are veteran Social Pros guests (and Jessica is a regular guest contributor on the Convince and Convert blog). They join us this week to talk about their new book The Power of Visual Storytelling.
The book, designed for businesses who want to stand out from the noise, focuses on the ways brands can tell their story in the changing media landscape.
The skill set is shifting, says Jessica. A writing background is key to thinking about the whole lifecycle of the content. It’s not just about creating; today’s social pros need to think about how content travels across platform and how it gets consumed.
They see companies hiring more visual artists to create content but also people with publishing backgrounds. “It’s not just about which content you create and which context you put it in,” Jessica says. “It’s about speed too.” What is the right time to produce the right content for the right audience in the right format? Those are a lot of cross-disciplinary skills.
With respect to hiring the highest caliber of talent, big businesses have the edge. But small businesses have a leg up when it comes to being engaged directly with the community.
Ekaterina points out that small businesses “know their local communities better than anybody.” New media provides those brands with the opportunity to capture that relationship and reflect it. That, in turn, can drive positive word-of-mouth and other peer-to-peer recommendations.
Social Media Number of the Week: 24
According to a new study, our ability to perceive, analyze, and respond begins to decline sharply not at the age of 78 or 65… it happens at the age of 24. A research team at Simon Fraser University crunched the numbers on 34 million rows of data and were able to pinpoint “the moment that age-related declines in cognitive motor performance take hold.”
Jeff points out that while your early 20s may be your peak response time in the game situation they tested, “There is something called wisdom and experience that comes into play as you get older.”
Sometimes – especially in social – it’s not the absolute fastest response time that you need; it’s the right response that’s more important. Perhaps to get the right mix of both sides of the equation, it’s best to have a marketing team with a range of ages, backgrounds, and experience.
In January, the Sacramento Kings became the first professional sports team to stream a live Google Glass feed from their game. But they didn’t stop there. They have been using the wearable technology to show fans the views of cheerleaders, sideline reporters, and even shot some first-person video of the players dunking.
While the Kings are pushing the envelope with social engagement, everyone else is running to catch up.
Most important to Nick is that all these visual elements of social remain accessible to everyone, even people who aren’t participating actively in social. “Being able to extend these visual contents so everybody is able to participate, not just on your social channels but off, is something we’re going to see a lot more brands begin to do as we move forward in this visual revolution of social.”
See you next week!