It’s Not You, It’s Me: Navigating the Visual Social Sharing Culture

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The Visual Content Revolution

IT’S NOT YOU, IT’S ME: Navigating the Visual Social Sharing Culture

Making life better through smart user-centered design.

Viva la REVOLUTION


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REVOLUTIONTechnology


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTIONThe culture changed


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTIONProsumer Revolution


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTION


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REVOLUTIONVisual social sharing sites


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REVOLUTIONVisual social sharing sites


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REVOLUTION


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56% +brand content

45

5/6 connect with companies

REVOLUTION

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THIS IS AWESOME!

Brands are good at MARKETING

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• ‘Big launch’ marketing campaign• Deliver message to customers• Eyeballs customer acquisition• Measure visitors to [your website]• Increase in customers = success

MARKETINGAdvertising campaign:


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Meet them where they are

MARKETING


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MARKETINGMeet them where they are


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• ‘Big launch’ marketing campaign• Deliver message to customers• Eyeballs customer acquisition• Measure visitors to your [website]• Increase in Friends = success

MARKETINGAdvertising campaign:

Go to where the customer is…

• Pic – hands reaching (hd2)

What’s going on?

What’s going on?• Engagement?• Customers?• Trust?

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MARKETINGLimiting metaphor: MEDIA

NOT ABOUT MEDIA

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MARKETINGLimiting metaphor: PLATFORM

NOT ABOUT PLATFORM

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MARKETINGLimiting metaphor:

NOT ABOUT TOOLS

NOT ABOUT CONTENT TYPE

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MARKETINGNot about:• Type of Media• Platform• Tool• Content Type

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MARKETINGNot about:• Type of Media• Platform• Tool• Content Type

It’s about an APPROACH

Visual social sharing sites are a PARTY

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PARTY

Sharing with like-minded people

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PARTY

with similar interests

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PARTY

who might gather at the same places

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PARTY

who may share a belief system

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PARTY

who could even look alike

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PARTY

who like to do things together

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• ‘Big launch’ marketing campaign• Deliver message to customers• Eyeballs customer acquisition• Measure visitors to your [website]• Increase in Friends = success

PARTYAdvertising campaign:

So this campaign…

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PARTY

…might seem a little like this

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PARTY

…or feel like this

YOUR MESSAGE IS HERE!

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PARTY

…or look like this

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Use their network to do something good for the community

Help solve other people’s problems Build reciprocity Value a person’s satisfaction Improve based on feedback Become part of the conversation =

success

Social Campaigns: PARTY

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PARTYSocial: Use their network to do something

good for the community Help solve other people’s problems Build reciprocity Value a person’s satisfaction Improve based on feedback Become part of the conversation =

success

The “Gift Economy”

Some excellent uses of SOCIAL


SOCIAL

Lowes Fix in Six http://lowesfixinsix.tumblr.com/

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Useful

Success= referral from friends vs visitors to your website


SOCIAL

Beauty vloggers @ SKYE_SANT

Authentic, trustworthy

Enthusiastic brand ambassadors vs paid influencers


SOCIAL

#whatsinyourbag @ SKYE_SANT

User generated content

learning cycle (pull) vs marketing campaign (push)


SOCIAL

Hilton Suggests @HiltonSuggests

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Helpful

Help them achieve their goals vs focus on hitting numbers


SOCIAL

Moleskine @ SKYE_SANT

Inclusive (tribe)

Customer satisfaction vs customer acquisition

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Visual social sharing sites GUIDELINES

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Useful Authentic Listening/learning Helpful Inclusive of the tribe

Visual social sharing is: GUIDELINES

IT’S NOT YOU, IT’S ME

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IT’S NOT JUST YOU; YOU’RE US!

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Youtility by Jay Baer

Digital Marketing Maturity www.adobemarketingpro.com

Tara Hunt on SlideShare http://www.slideshare.net/missrogue

Thanks to: Icons via The Noun Project http://thenounproject.com/ Slides via Haiku Deck http://www.haikudeck.com/

RECOMMEND & CREDITS:

*See additional credits/citations on my SlideShare page

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Email: UXskye@gmail

Linkedin: www.linkedin.com/in/skyesant/

Making life better through smart user-centered design.

Internet

It’s Not You, It’s Me: Navigating the Visual Social Sharing Culture