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A new service from Ditto Labs, Photo Insights, mines public photos shared in social media to surface new customer intelligence including: competitive behavior, cultural trends and product use.
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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?
