Maria and Bill - How to Master Visual Storytelling

Master Visual Storytelling Workshop

Agenda

• Why Visuals are Compelling

• What Constitutes a Visual

• How to Master Visual Storytelling

• Extending the Life of Your Visuals

3

Which of your 5 senses

do you fear losing the most?

Vision is everything

4

Visuals are priceless

Visuals are timeless

6

Visuals have depth and complexity

7

Visuals promote feeling and emotional reaction

8

Visuals stimulate our senses

9

Visuals allow for personal interpretation

10

Visuals speak for themselves

And when you put them together…

Visuals tell a story

What are Visuals?

13

Photos

14

Graphics

Infographics

The Work in Progress: Before

Issues to address:

1. Text only

2. No visuals

3. No text treatments

4. Mundane to the

eye/flow

Your Visual Storytelling…

T R

E G

Y

Step 1. Visual Optimization

Optimize: File Name

search1.png

Master-Visual-

Storytelling.png

Optimize: File Size

High resolution:

width of ~500

pixels

Low resolution

Optimize: Title

Reads like an

article headline

Vague, illegible

Optimize: Alternate Text (Alt Text)

Use of title or

file name

Master Visual Storytelling

2013 Content Marketing

Strategies Conference

Optimize: Caption/Description

Leave blank

Include price for

Pinterest;

statement that ties

image back to

content of the page

Optimization Summary

Use keywords; hyphens separate words

Image headline; keywords & company name; human readable

Concise explanation of image; textual substitute for the image

Longer explanation of image in words; include pricing details

and location, when applicable. High reading value that

immediately captures attention. This is a statement that ties the

image back to the content of the page.

500 pixels wide

Step 2. Maximize Social

Power of pictures on Facebook

Facebook is Designed for Visuals

Cover Photo: 851x315

Profile Picture: 180x180

Timeline Photo:

552 pixels wide

Optimize File Size for Facebook

552pixels

Image Optimization for Facebook

File Name: Auto assigned when uploaded into

Facebook. Good practice to rename it with relevant

keywords.

File Size: Timeline: 552 pixels wide

Cover: 851x315

Profile: 180x180

Image Title: N/A

Alt Text:

Timelines: Uses photo description/caption. If left

blank, Alt text is set to “photo”.

Profile: Uses your profile name

Cover: N/A

Description: Used on timeline photos, added to Alt

Attributes. Can utilize keyword rich text and links in

description.

Images Belong on Twitter

Image Optimization for Twitter

File Name: New filename assigned when

uploaded on Twitter; good practice to create

keyword rich filename when saving, rather than

using default.

File Size: Profile: 81x81, max 2MB

Header: up to 1252x626

(displays 520x260), max 5MB

Tweet: image preview 60x60, max

3MB

Image Title: N/A

Alt Text: Profile pic uploaded will have Alt

Attribute set to your profile name. Not found on

other photos.

Description: Tweet posts are searchable by

caption/ content on Twitter and search engines.

Useful to describe the photo in the tweet here

with keywords.

The Twitter Cards Solution

Apply for the program

(https://dev.twitter.com/docs/cards)

Add code to your site

Increase user engagement on Twitter

Pinterest Isn’t Optional

Hey Flitter, NEWS FLASH.

is just for chicks & retailers!

33

Pinterest Does B2B

Bad-Ass Machines Use Pinterest

Infographics, whitepapers, eBooks, guides

Promotions, campaigns, user-generated

content

Show community service & work culture

Product display

Make for Easy Pinning

Image Optimization for Pinterest

File Name: New filename assigned when uploaded

onto Pinterest. Best practice to save photo with

keywords.

File Size: Pins: 554 pixels wide. Max of 5000

pixels long (infographics)

Cover: 222x207

Profile: 165x165

Image Title: Uses page title or Pinterest –specific

title if provided in the source code. Whatever you

title your board will be used as part of your

Pinterest URL.

Alt Text: N/A; Alt text not found attached to

photos. Description used as Alt text.

Description: Can describe the photo with up to

500 characters in description. These terms can be

used for search in Google and Pinterest.

36

The Pinterest 500

Keyword rich 500 characters,

use them all – in the ALT text

Optimize File Size for Pinterest

5000 p

ixels

554 pixels

More Pinterest Optimization

• Search engines crawl Pinterest

(publicly)

• Title of a board in URL http://pinterest.com/tcmarketeer/content-marketing-news/

• Repins = referral traffic

Layout Optimization

Before

After

Extend the Life of Your Visuals

Visual Life Extensions

• Repurpose in blog posts, press releases,

whitepapers

• Create a Slideshare of the content

• Cross-promote on Facebook, Twitter, Flickr,

Tumblr, Posterous and Foursquare…all social

networks

• Create brand-specific albums in Facebook

• Use images in ad campaigns (PPC)

• Don’t forget mobile photo sharing networks

for promotions & campaigns (Instagram)

Optimization Summary

Meta Data Facebook Twitter Pinterest

File Name N/A, new file name assigned N/A new file name assigned; reported to be useful to have keywords in filename.

N/A; new filename assigned; Also reported to be useful to have keywords in filename.

File Size

Cover: 851x315 Profile: 81x81, Max 2MB Pins: 554 pixels wide, no longer than 5000 pixels

Profile: 180x180 Header: up to 1252x626 (displays 520x260), Max 5MB

Cover: 222x207

Timeline: 552 pixels wide Tweet: image preview 60x60, Max 3MB Profile: 165x165

Title N/A; EXIF (data added in photo through photo programs) removed

N/A; EXIF also removed.

Uses page title or Pinterest-specific title if provided in source code. Whatever you title your board will be used as part of your Pinterest URL, so use keywords.

Alt Text

Timeline: Uses photo description/caption. If left blank, it is set to "photo"

Profile pic uploaded will have alt text="profile name". Not found on other photos posted.

N/A; Alt text not found attached to photos. Description used as Alt text.

Profile: Uses profile name

Cover: N/A

(Alt shows on timeline only. Doesn't show on maximized photo for FB)

Caption/Description Used on timeline photos, added to Alt Attributes. Utilize keyword rich text here.

Tweet posts are searchable by caption/ content on Twitter and search engines. Useful to describe the photo in the tweet here with keywords.

Can describe the photo with up 500 characters in the Description. These terms can be used for search in Google and Pinterest.

43

Q & A

44

Bill Flitter CEO/Founder

bill@dlvr.it

http://dlvr.it

Maria VanWambeke VP, Product Development &

Integration Maria.VanWambeke@businesswire.com

http://businesswire.com

@mariavw

LinkedIn:

45

Notable Sources

• http://www.marketingprofs.com/articles/2013/10563/three-steps-to-using-instagram-for-e-commerce-

without-sharing-a-single-

photo#ixzz2QqlOG6WR?utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer%253A%2520

%2540Curalate%2520on%2520twitter&buffer_share=d8f5e

• http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-

Your-Marketing-Data.aspx

• http://blog.hubspot.com/blog/tabid/6307/bid/33800/Photos-on-Facebook-Generate-53-More-Likes-Than-

the-Average-Post-NEW-DATA.aspx

• http://blog.hubspot.com/blog/tabid/6307/bid/32255/Why-Marketers-Should-Invest-in-Visual-Content-

Creation.aspx

• http://blog.hubspot.com/blog/tabid/6307/bid/33222/How-to-Breathe-New-Life-Into-Your-Marketing-With-

Visual-Content.aspx

• http://blog.hubspot.com/blog/tabid/6307/bid/33222/How-to-Breathe-New-Life-Into-Your-Marketing-With-

Visual-Content.aspx

• http://blog.hubspot.com/blog/tabid/6307/bid/29987/The-Marketer-s-Scoop-on-Instagram-and-How-to-

Use-It.aspx

• http://blog.hubspot.com/blog/tabid/6307/bid/34223/5-Infographics-to-Teach-You-How-to-Easily-Create-

Infographics-in-PowerPoint-TEMPLATES.aspx:

• http://blog.hubspot.com/blog/tabid/6307/bid/34262/The-Ultimate-Guide-to-Measuring-Your-Pinterest-

Marketing-Success.aspx

• http://econsultancy.com/us/blog/62189-stats-who-uses-pinterest-and-why-is-it-important-for-marketers

• http://www.bitrebels.com/social/get-repinned-pinterest-image-optimization-guide-

infographic/attachment/pinterest-image-optimization-guide-1/