- Consumers share 1.8 billion images daily on social media, including photos referencing brands, but most brands are missing this visual conversation as 85% of photos do not mention brands in text - Integrating visual recognition technology with social media management platforms allows brands to analyze both images and text to better understand customer sentiment, marketing opportunities, and more across various use cases - Combining image and text analysis provides a more complete picture than either data type alone and can provide insights into areas like customer experience, product popularity, and brand engagement

1. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
- PRE DRAFT-
Visual Listening: Capturing
the Full Conversation
around your Brand.
June 9th, 2015

2. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
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Today’s Presenters
Eric Berkowitz, VP of Product Strategy, Tracx
Twitter: @Tracx
Ben Shannon, Marketing Manager, Ditto
Twitter: @DittoLabs

3. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
3
To join the conversation, tag your social posts with
#TracxDittoPhotoListening
Join The Conversation!

4. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
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• Every day 1.8 BILLION images are shared on social media.
The Social Image Revolution
Mary Meeker 2014 Internet Trends Report
Visual Listening: Capturing the Full
Conversation Around Your Brand

5. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Tracx Database Growth
5
0
1
2
3
4
5
6
7
8
13-12 14-01 14-02 14-03 14-04 14-05 14-06 14-07 14-08 14-09 14-10 14-11
BillionsPinterest
SinaWeibo
LinkedIn Company
Odnoklassniki
MoiKrug
VKontakte
FlickrGroup
YouTube
Blog
Twitter
Tumblr
FacebookEvent
Facebook
Forum
Instagram
Flickr
FacebookPage
Place
Google
Visually-based networks are driving database growth
Dec. ’13 Jan. ’14 Feb ’14 Mar. ’14 Apr. ‘14 May ’14 Jun. ‘14 Jul. ’14 Aug. ’14 Sept. ’14 Oct. ’14 Nov. ‘14

6. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
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• A picture is worth a thousand words! Accordingly, photos capture
passions and emotion, and many end up including brand logos.
The Social Image Revolution

7. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
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• Yet marketers are currently missing the significance of these images, as
85% of photos that we surface don’t reference the brand in text.
The Social Image Revolution
No reference to
Bolthouse Farms
No reference to
Uber
No reference to
Pampers

8. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
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• Plus, less than 2% of social media users posting these pictures actually
follow the brands that they reference.
The Social Image Revolution
@benandjerrys followers
237,000
People who have a B&J
photo and follow brand
3,555 (1.5%)
People showing B&J
in their photos
123,725
29,625
People who
mention
“Ben”
or “Jerry” in
text

9. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
LANDSCAPE
Pedro Reworking
ContentEnter Visual Search for Social
9
• Scours public platforms (currently Twitter, Instagram, Tumblr) processing millions
of photos daily
• Finds tiny, obscured and upside-down logos in cluttered environments

10. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
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• Studies show that the human brain retains only 20% of text, but 80% of
visuals.
• A 2014 Twitter study found that including images in posts results in a
35% increase in retweets.
• In 2014, half of the data Tracx collected came from Instagram.
• 76% of millennials share visual-based content.
• Brands, marketers and community managers need a way to target,
analyze and act upon these images.
Why Should You Care?

11. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
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1
PRODUCT
INNOVATION
• Concept Testing
• Creative Ideation
SALES
• Acquisition Points
• Targeting
• Lead Generation
• Consumption Funnel
MARKETING
• Display Buying
• Influencer Marketing
• Content Publication
CUSTOMER SUPPORT
• Social Outreach
• Brand Monitoring
• CRM Workflow
PUBLIC RELATIONS
• Reputation Management
• Influencer Measurement
• Crisis & Issues Management
RESEARCH AND INSIGHTS
• Campaign Measurement
• Audience Management
• Competitive Analysis
Cross-Enterprise Use Cases

12. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
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Tracx and Ditto Partnership
• The Tracx|Ditto integration combines best-in-class image
recognition with enterprise-level social media management.
• The value of the integration falls into 2 categories:
• Data – combining text and image based collection
• Insight – combining text and image based analysis

13. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Visual Listening 13
Use Cases

14. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Customer Care
Images and Text reveal different insights about customer experience, and
help reveal the full picture of consumer satisfaction.

15. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Customer Care – Text Content
• Complaints from consumers in
the midst of travel are
commonly expressed as text.

16. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Customer Care – Image Content
• Most consumers use photos to document their excitement about
traveling, share where they are going and how they are getting there.

17. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Customer Care – Image Content
• Photos featuring American
Airlines tend to be more
positive about the travel
experience and destination.

18. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Customer Care – Image Content
• But there are opportunities to improve a customer’s experience

19. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Customer Care – Key Learning’s
• Without analyzing both text and images we miss the full picture of consumer
perception.
• Focusing on text surfaces the negative.
• Focusing on images reveals more positive moments and moments of delight.
• Consumers are less likely to address the brand directly when they’re happy.

20. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Marketing
Combining image and text analysis helps marketers surface and
understand opportunities.

21. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Marketing – Text Content
Compare mentions of different Ben & Jerry’s flavors.

22. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Marketing – Image Content
• Images provide rich context on
sentiment, use occasions and pairings
and opportunities to harness UGC.

23. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Marketing – Image Content
• Ben & Jerry’s ice cream is most commonly photographed in people’s
hands showing their favorite flavor choice.

24. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Marketing – Image Content
• The top flavor of choice in photos is The Tonight Dough. It’s hard to
find, but so worth it to consumers.

25. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Marketing – Image Content
• Ben & Jerry’s ice cream is also a source of comfort and reward.

26. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Marketing Insights – Key Learning’s
• Image recognition reveals product placement.
• Text with images show instances of consumer creativity, innovation & brand
love.
• With text analysis we can compare volume of mentions across different
products, and compare this data with images shared.

27. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Photo Use Cases – Research & Insights

28. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Photo Use Cases – Research & Insights

29. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Photo Use Cases – Research & Insights

30. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Photo Use Cases – Research & Insights

31. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Use Cases – Public Relations

32. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Use Cases – Public Relations

33. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Use Cases – Public Relations

34. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Use Cases – Sales

35. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Use Cases – Sales

36. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Use Cases – Sales

37. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Use Cases – Product Innovation

38. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Other Use Cases – Product Innovation

39. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Stop by for a Demo!
To receive a demo, visit the Tracx booth or contact us at
info@tracx.com

40. Consumers Are Talking About Your Brand
With Photos. Are You Listening?
Visual Listening 40
THANK YOU!