Explaining Visual Content (visually)

THE FUTURE IS VISUAL

PRESENT

WHY WE NEED TO JUMP INTO IT

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 1Start 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 2Push 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 3Turn 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 4Squeeze 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 5Tap 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 6Put 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 7Put a dab of PVA wood adhesive on the end of each dowel that’s sticking out.

Step 8Fit 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 9Secure the first side panel by tightening the two locking cams. Use a screwdriver to turn them clockwise.

Step 10You’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 11Slide the second side panel into position and tighten the two locking cams.

Step 12Put 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

INSTRUCTIONS

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

of information transmitted to the brain is

90%visual

Source: MDG Advertising

60,000xThe brain processes visuals faster than any text

Source: MDG Advertising

53%Photos generatemore likes than the average post

Source: MDG Advertising

12xVideos are sharedmore than text and links combined

Source: MDG Advertising

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?

Is Social Mediafriendly

WHY DOES IT WORKFOR BRANDS?

Enhances brandidentity

Eliminatelanguage frontieres

Condensesinformation

Engage users

Is Snackable SupportsSEO

VISUAL CONTENT DISSECTED

A TAXONOMY OF VISUAL CONTENT

static FORMAT dinamic

low

high

COST

PHOTOS MEMES

ILLUSTRA-TIONS

COMICS

MINI-GRAPHICS

INFOGRAPHICS

EBOOKS REPORTS SLIDESHOW

IMAGE

MULTIPAGE

DATAVISUALIZA-

TION

ANIMATEDSLIDESHOW

QUIZZES SURVEYSCALCULATORS

INTERACTIVE INFOGRAPHICS

FOOTAGEVIDEO

INTERACTIVE GRAPHICS

ANIMATEDGRAPHICS VIDEOS

£

£

MOTIONGRAPHICS

VIDEO

ANIMATED GIFS

VISUAL CONTENT APPLIEDWHAT CAN WE DO AS A COMPANY

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

PROCESS

CASE STUDIESVISUAL CONTENT IN B2B

01. WORKED IN... 02. GENERAL ELECTRICS03. MAERSK GROUP04. ZOMBIe SURVIVAL

01. WORKED IN... 02. GENERAL ELECTRICS03. MAERSK GROUP04. ZOMBIe SURVIVAL

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

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

01. CASE STUDY. WORKED IN... ADIDAS WORLDCUP INFOGRAPHIES

Infographics to be shared in Social Media and newspaperduring World Cup 2014

Data translated visually into croppable layout

KEY POINTS

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

02. CASE STUDY. GENERAL ELECTRICEMPOWERING 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

02. CASE STUDY. GENERAL ELECTRICS EMPOWERING IMAGINATION

GEInstawalk Allow Instagram and Pinterest influencers to share backdoor content

SpringBreakItSee videos of smashed, crushed, or blasted objects in Youtube

#BadassmachineEngaging headlines and hashtags

Creation of hashtags as a way to position the brand closer to the audience

Compelling visuals

Engaging tone of voice

Making data interesting

Using non traditional SM platforms

KEY POINTS

02. empowering imagination general electrics

02. empowering imagination general electrics

Great compositions with watermark

Mesmerizing videos to feedcuriosity

Visually freshand varied content

Innovative concept of industry assets

03. CASE STUDY. MAERSK GROUPCOMMUNICATING, NOT SELLING

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

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

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

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 toCTA

DO´S AND DONT´S

DO´S AND DONT´S

INSTEADOF SAYING

THINGS

START ACONVERSATION

DON´T MESSAGEIN THE WRONG

CHANNELS

KNOW THE AUDIENCE

TEACHINSPIRE

SURPRISE

DON´T ONLY ADVERTISE

USE SPACEAND TIME

WISELY

BECREATIVE

USE PLATFORMS THAT WORKS,

BUT...

DON´T PUSH IT

SOCIAL MEDIAIS ABOUT TRYING

EXPERIMENT

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

THANKYOU

OTILIA MARTINotilia@otiliamartin

www.otiliamartin.com