1.
Show and Sell:
Using Image-Based Social Media
to Connect with Your Audience

2.
Francis Skipper
Executive Vice President
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com

3.
National Public Relations, Social
Media, and Search Marketing Agency
Founded in 2004
Headquartered in Boston and
representing Los Angeles, New York,
San Diego, and Las Vegas
Recognized as a 2011, 2012, 2013
an award recognizing the fastest
growing private companies
headquartered in Massachusetts
About 451 Marketing

4.
Our Team’s Experience

5.
Agenda
• Intro to Image-Based Social Media
• An Overview of Pinterest, Instagram
and Vine
• Best Practices for Image-Based
Social
• Case Studies
• Q & A

6.
Blogging – roughly 1,000 words
Evolution of Social Media Posts
Twitter – 140 characters
#charceuterie #yum
Instagram – image and a few
words

7.
“Every day, more photos are taken with the iPhone
than any other camera”
Why Image-Based?
You’ve seen the iPhone TV ad:

8.
Super-succinct way to
communicate thoughts and
emotions feelings
People love pictures, and
they really love sharing
pictures of themselves,
their families, pets, food,
favorite clothing items,
sunsets, and a host of other
random things.
Why Image-Based?

9.
55% of mobile market in
US is smartphones -
129.4 million people
Why Image-Based?
(Via comScore)

10.
Humans Are Visual
>65%
of people describe
themselves as
visual learners
Our brains react more quickly and with more emotion to images
when compared to text

11.
Why Image-Based?
>65%
of people describe
themselves as
visual learners
44% of respondents are
more likely to engage
with brands if they post
photos than any other
type of media

12.
Why Image-Based?
For Consumer Brands
A great way to showcase your products and corporate culture

13.
Why Image-Based?
For B2B
A great way to put a personality and face behind your brand

14.
Why Image-Based?
Image-based social media is scalable and repeatable

15.
• Pinterest has 48.7 million
US users
• The average Pinterest user
spends 98 minutes per
month on the site
• Women are 5 times more
likely to be on Pinterest Pinterest Receives 3rd Most
Hits/Week Among Social Media Sites

16.
A platform for storing and
sharing your brand’s images
which helps drive traffic to
your company website and
even converts to sales
Two Primary Goals
• Increase Brand/Product
Recognition
• Drive Traffic to Your Site
What is Pinterest?

17.
What is a Pin?
An image added to Pinterest.
What is a Board?
A collection of pins with
similar theme

18.
April of 2012, Instagram launched its
app for Android. In less than one
day, more than 1 million downloads
Less than three years after its launch,
Instagram had 100 million monthly
users

19.
What is Instagram?
Photo editing app that
started on the iPhone allows
users to generate their own
images and enhance them
dramatically through artistic
features
Uses hashtags to categorize
images and a “like” feature

20.
Vine is a mobile application that lets
users capture a number of film
frames, which are looped into 6-
second videos and shared on Twitter
What is Vine?

21.
• Six months after Vine was
released, it topped the
Apple Store free apps chart
• Between Feb 9-10, 113,897
Vine videos were shared –
or 2,324 videos every hour

22.
• Tumblr is a social platform for
blogging, primarily used to share
images and gifs
• There are currently 102 million
Tumblr blogs
• The total number of Tumblr posts to
date is 22.6 billion
• In March, Tumblr had 29.2 unique
visitors
• Each user spent on average 154.1
minutes on Tumblr in March 2013
• 52% of visitors are male

23.
Look Before You Leap
Make sure image-based
apps support your existing
social media strategy.
Decide– what story do
you want to tell with your
images?

24.
Goals for Image-Based Social
Encourage customers to showcase how they use your products
Capture and share customer testimonials
Promote events
Share how-to’s related to your product or industry
Promote other content in an engaging way
Display products
Drive traffic to ecommerce
Showcase corporate culture and giving
Deliver a company announcement
Share behind the scenes glimpse into operations

25.
Setting the Foundation
Fill out profiles and brand platform

26.
Add Links to Your Site
Setting the Foundation

27.
• Visual Content You Already Have
Pictures of products, covers of your
publication, images from your last event
• Compelling Visual from Blog Posts
To link back to blog content
• Infographics & Data Visualization
Highly pin-able and good place to link
What Images Should I Share?

28.
Showcase Corporate Culture

29.
Content for Different Audiences

30.
Portable How-To Content

31.
Host a Visually-Based Contest

32.
Post Images on Multiple Platforms
Get the most mileage out of your images – but use best practices

33.
Cross-Post With Brands

34.
Create CTAs

35.
Link for Conversion

36.
DON’T Solely Self-Promote
Pin content from other related/complementary
users & brands
DON’T Assume You Have Nothing to Offer
Consumer & B2B brands find success on Pinterest
DON’T Post Low Quality/Shaky Posts
Make each post worthwhile
Don’ts

37.
Case Study: Annie Selke Companies
Pinterest users prove to be big online spenders for luxury
interior design purveyor Annie Selke Companies

38.
Case Study: Annie Selke Companies
Goal
Increase brand awareness and drive sales using social media.
Approach
451 Marketing launched exciting Pinterest campaign showcasing the
brands’ high quality and visually appealing products. 451 also helped
execute “Pin to Win” promotions.
Results
In the first year of the campaign:
• 135 assisted conversions - 50% last
interaction conversions
• $39,019.32 in direct sales

39.
• Decide on a strategy – what story do you want to tell with your
images?
• Add social sharing buttons to your website, so fans can easily spread
the word
• Find ways to involve fans: competitions, photos of them using your
product/service
• Focus on your customers: what images do they find useful and
entertaining?
• Images don’t have to be professionally shot, but be thoughtful
Takeaways:

40.
Questions?

41.
Show and Sell:
Using Image-Based Social Media
to Connect with Your Audience