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

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

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

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

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

Hey Flitter, NEWS FLASH.
is just for chicks & retailers!

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
5000pixels 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.

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/

Maria and Bill - How to Master Visual Storytelling

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Maria and Bill - How to Master Visual Storytelling