1. Make Your Marketing Memorable Through
Visual Storytelling
#SMTLive

2. 157,345
Join the Conversation…
#SMTLive

3. #SMTLive
Our Speakers
Ekaterina Walter is a social media trailblazer and an author of the Wall Street Journal
bestseller “Think Like Zuck: The Five Business Secrets of Facebook's Improbably
Brilliant CEO Mark Zuckerberg”, as well as upcoming book “The Power of Visual
Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand.” A
recognized business and marketing thought leader, she is a sought-after international
speaker and a regular contributor to leading-edge print and online publications such as
Forbes, Fast Company, Huffington Post, and Entrepreneur. Walter led strategic and
marketing innovation for brands such as Intel and Accenture, and is currently a co-
founder and CMO of BRANDERATI. @Ekaterina
Jessica Gioglio is the public relations and social media manager for Dunkin' Donuts. In
this role, Jessica works with a cross-functional team to manage Dunkin’ Donuts’ social
media strategy across Facebook, Twitter, Pinterest, Instagram, Google+, Vine and
YouTube. From producing highly engaging content, to tweeting fans as ^JG, and
launching the company’s first-ever blog, “Behind the Beans,” Jessica enjoys celebrating
DD fans & giving them a front row seat to what’s brewing at Dunkin’
Donuts. @savvybostonian

4. Make Your Marketing
Memorable Through
Visual Storytelling
@Ekaterina

5. @Ekaterina

6. @Ekaterina
Thinking in pictures is our nature.
Our verbal mind does not work
without our visual mind.

7. A picture is worth a thousand words
@Ekaterina

8. Images speak to the heart
@Ekaterina

9. Images transcend cultures and
languages
@Ekaterina

10. Images tell stories
@Ekaterina

11. 208,300 photos are posted to Facebook
27,800 photos shared on Instagram
100 hour of video are uploaded to YouTube
@Ekaterina
Every Minute:
“Pics it or it didn’t happen”

12. • Average modern adult attention span is between 2.8
and 8 seconds.
• 90% of information transmitted to the brain is visual.
Visuals are processed 60,000X faster by brain than
text.
• 94% more total views attracted by content
containing compelling images than without.
• Viewers spend 100% more time on web pages with
videos.
@Ekaterina
Marketers’ Why?

13. @Ekaterina
In the age of infobesity, there are several
ways to stand out from the noise.
Visual storytelling is one of them.

14. Use Infographics
@Ekaterina
Publishers who use infographics grow in traffic
an average of 12% than those who don’t

16. Pinterest is a great traffic driver!
@Ekaterina
Pinterest accounts for 25% of retail referral traffic (> than G+, YT, LI)
Sephora’s Pinterest followers spend 15X more that their Facebook fans

17. Slideshare is a go-to network for
biz info and education
@Ekaterina

18. Slideshare is fantastic for lead gen!
@Ekaterina

19. Boost Your Newsletter Open Rates
With Cartoons
@Ekaterina
Marketers using cartoons see newsletter open rate of 45% vs. 5-8%

20. C
@Ekaterina
Find Ways to Add Humor
H&R Block: The hipsterfication of taxes… http://www.hipstertaxcrisis.com/

21. Add Value.
@Ekaterina

22. Add Value + Entertain.
@Ekaterina

23. 1Customize for every platform.
@Ekaterina

24. Make marketing personal!
@Ekaterina

25. @Ekaterina
Make marketing personal!

26. @Ekaterina
Don’t just create marketing campaigns.
Build Tribes! Inspire Movements!

27. www.ekaterinawalter.com
@Ekaterina

28. Keeping Passionate Fans Running With
Visual Storytelling
Jessica Gioglio @savvybostonian

29. A BranDD Built For Social Media &
Visual Storytelling…

30. We don’t own our
social media channels
- our fans do
Dunkin’ Donuts’ Social Mantra

31. Where To Run on Dunkin’
• 11 MM+
•Facebook Fans
• 3,500+ YouTube
subscribers
• 2.1MM video views
• 510,000+ Twitter
Followers
• 4,900+ Pinterest
followers
• 38,700+ Google+
followers
• 100,000+
Instagram followers
• 19,000+ Vine
followers

32. DDefining The Business Case For Social
• Cultivate & celebrate a highly engaged,
loyal online community of DD fans
• Reinforce Dunkin’ as an all-day,
everyday destination (menu items,
loyalty, mobile)
• Support “go-local” needs of business
in U.S. and abroad
• Support brand growth & awareness in
new markets

33. Why Visual Storytelling?
1. Changing Consumer Behaviors & Preferences
2. BranDD Personality
3. Alignment With Business Goals & Objectives

34. Storytelling Strategy:
The Magic Is In The “DD” Mix
• Celebrate & Engage Fans
• Own the Everyday
• Sprinkle in Special Promos/Initiatives

35. Lesson #1: Celebrate Fans & Put Them In The
Spotlight
DD’s Facebook Fan Of The Week (FotW)

36. Lesson #2: Embrace Your Fans As Storytellers
#mydunkin

37. Lesson #2: Embrace Your Fans As Storytellers
#mydunkin

38. Lesson #3: Personalize Your Story

39. Lesson #4: Leverage Promotions To Curate Amazing
Content
#dresseDD Halloween Twitter & Instagram Contest
• Inspired by fan behavior
• Highly creative, share-worthy user-generated content
• Fun and irreverent, yet puts the branDD front and center
• Supports brand shift into highly visual social media
content

40. Lesson #5: Embrace UnexpecteDD Opportunities
For Engagement
ESPN/Vine
Monday Night
Football Program

41. Key Takeaways
• Celebrate fans by putting them in the spotlight
• Embrace visuals to tell your story
• Tailor content & messaging to targeted audiences
• Use community insights to structure contests, promotions
• Take a 360-degree approach maximize traditional & media
integrations through social

42. Questions?
@savvybostonian

43. Upcoming Webinars
1/21 Social Organization: What are Best Practices for
Internal Collaboration
http://socialmediatoday.com/social-collaboration-webinar
1/28 The Social Customer Engagement Index: Use &
Effectiveness of Social Media in Customer
Servicehttp://socialmediatoday.com/social-customer-
engagement-index-2013-webinar
2/4 Mobile and The Store of The Future
http://socialmediatoday.com/mobile-store-webinar