Photo Insights: A New Tool for Customer Intelligence

Photo InsightsSusan Munter

SVP, Insights and BrandingDitto Labs

susan@ditto.us.comsemunter@gmail.com

3 Truths750million photos are shared in social channels daily.

0 current social listening tools are built to see photos.

92% of people completely trust friends’ recommendations.

It’s like 10,000 stadiums filled with people talking about you

And you can’t hear them

Missed conversation

Missed conversation

Missed conversation

Our understanding of customers today

A new tool is changing how we understand customers

Photo Insights

Brand Selection

+ Logo Detection

Photo Insight

=

Ditto Analysis

Ditto uses image recognition technology to find the brand logos in shared photos.

Ditto’s Technology

Logo-Detection Engine

Designed by MIT-trained image recognition engineers

Decades in the making

7 proprietary technologies

Industrial strength

Twitter, Instagram & Tumblr

Ditto’s classification of photo insights

Classifying photo insights

I believePretty much sums up my college experience.

Routine RitualReturn

Crew-this is how you start the weekend right.

Reverence

Greatest mom ever

EnhancementsProduct Post

Classifying photo insights

Photo Insights for Timberland

Timberland & Male Pride

“Cause i can.”

Timberland, for when a women is serious

“I have never felt a love like this!”

“I’m so tired but I feel so good.”

Timberland kids are committed

Selfers (the people who took these photos)

The Competition: The North Face

Timberland vs. The North Face:Brand Cohorts

Timberland The North Face

1 Starbuck’s

2 Air Jordan

3 Oreo

4 Disney

5 Nike

6 Coke

7 Minute Maid

8 NBA

9 The North Face

10 Nets

1 Starbuck’s

2 Nike

3 Coke

4 Taco Bell

5 Adidas

6 Dunkin Donuts

7 Minute Maid

8 FedEx

9 Vans

10 Ben & Jerry’s

Timberland vs. The North Face:Geo-Targeting

Timberland

The North Face

Timberland Photo Data (8/13-3/14)

94% Twitter6% Instagram

Count

# of sharers 428

# of photos 455

Volume (validating) Channel

65% of current Timberland logos found by Ditto did not include brand in text

Now what?

Putting insights to work

Customer Intelligence

Personify customers for positioning, campaigns & content creation

Inform innovation pipeline

Analyze the competition and aspirational brands

Customer Cultivation

Directly engage based on photo conversation

Directly engage based on level of influence

Identify affinities for partnerships & ad targeting

Protect your brand image against offensive posts

Applications

How do I learn more?

Susan Munter SVP, Insights & StrategyDitto Labs

susan@ditto.us.comsemunter@gmail.com