Image is Everything: Visual Communication and the Social Media Workflow
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As images gain more importance in the social media landscape, it can be tough for publishers (aka everyone) to keep up. In this session, we’ll take a look at ways non-visual professionals can approach this new challenge, and in the process help to break down silos and change the way we think about content creation from the start.
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Image is Everything: Visual Communication and the Social Media Workflow
- 1. Image is Everything: Visual Communication and the Social Media Workflow Ben Rubenstein @Ben_Rubenstein #LavaCon @LavaCon
- 2. About me Senior Manager, Social Media & Online Community at TechTarget Past: Not a visual mastermind @Ben_Rubenstein #LavaCon @LavaCon
- 3. The big picture Content has changed – so has the way we produce, promote + consume it Challenges abound – technical, procedural + philosophical Via flickr/aranarth Communication solves a lot @Ben_Rubenstein #LavaCon @LavaCon
- 4. Content: Perception @Ben_Rubenstein #LavaCon @LavaCon
- 5. Content: Reality @Ben_Rubenstein #LavaCon @LavaCon
- 6. Social media: Then @Ben_Rubenstein #LavaCon @LavaCon
- 7. Social media: Then @Ben_Rubenstein #LavaCon @LavaCon
- 8. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
- 9. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
- 10. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
- 11. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
- 12. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
- 13. Social media: Now @Ben_Rubenstein #LavaCon @LavaCon
- 14. Why you should care 90% of information transmitted to the brain is visual (3M/Zabisco) 70% of all Facebook activities revolve around photos (Harvard Business Review) Social media posts with images: 47% increase in engagement (Curata) TL,DR: Visual content is easy to share, easy to remember @Ben_Rubenstein #LavaCon @LavaCon
- 15. Our challenge @Ben_Rubenstein #LavaCon @LavaCon
- 16. We’ve tried our best @Ben_Rubenstein #LavaCon @LavaCon
- 17. But it’s hard… @Ben_Rubenstein #LavaCon @LavaCon
- 18. Our social strategy 100+ sites = 300+ social presences Content planning and scheduling (repositories) Best practices training + documentation Engagement + feedback Efficiency tools @Ben_Rubenstein #LavaCon @LavaCon
- 19. Our first test: Profile creation + updating @Ben_Rubenstein #LavaCon @LavaCon
- 20. We’re asking a lot of our staff @ben_rubenstein #LavaCon @LavaCon
- 21. People want to do the right thing, but… Lack of experience Lack of time Technical roadblocks New tools, new rules Writing SEO Events Editing Podcasts Videos @Ben_Rubenstein #LavaCon @LavaCon
- 22. So we end up with images that are… Misleading (and ugly) @Ben_Rubenstein #LavaCon @LavaCon
- 23. So we end up with images that are… Legally questionable (and often ugly) @Ben_Rubenstein #LavaCon @LavaCon
- 24. So we end up with images that are… Just plain fugly @Ben_Rubenstein #LavaCon @LavaCon
- 25. Retraining needed Visual communication is hard, just like writing is hard @Ben_Rubenstein #LavaCon @LavaCon
- 26. New image guidelines needed • Protect the company • Build and maintain reader trust • Communicate content well • Grab reader attention @ben_rubenstein #LavaCon @LavaCon
- 27. Solution 1: Simplify the process Before After House-created images have standard naming convention, easier to find/distribute Empower editors to find their own images in advance or request appropriate versions @Ben_Rubenstein #LavaCon @LavaCon
- 28. Solution 2: Clarify the options Use only: Original content Company-approved images Images from our articles Topic-specific icons Single point of contact Reduces risk Increases communication @Ben_Rubenstein #LavaCon @LavaCon
- 29. Solution 3: Change the mindset (great, more here) Think about images and social media as you’re creating content What will you need? How will you get it? @ben_rubenstein #LavaCon @LavaCon
- 30. Solution 3: Change the mindset @ben_rubenstein #LavaCon @LavaCon
- 31. Promising outlook More appropriate social images Promotion plans starting earlier Increase in FB engagement Social sharing functions under review (metadata/microdata) New, image-heavy site designs @Ben_Rubenstein #LavaCon @LavaCon
- 32. What we’ve learned Stockpile original content via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
- 33. What we’ve learned Metadata matters via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
- 34. What we’ve learned Constraints are good via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
- 35. What we’ve learned Define roles, but recognize the blurred lines between them What rhymes with “fugly”? via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
- 36. What we’ve learned We’re all in this together via flickr/iconolith @Ben_Rubenstein #LavaCon @LavaCon
- 37. What we haven’t learned: How to draw @Ben_Rubenstein #LavaCon @LavaCon
Notas do Editor
- Given the stock agency contracts, I don't want stock images on editor desktops.
- Don’t know what people are doing, which is scary
- Don’t know what people are doing, which is scary
- Don’t know what people are doing, which is scary
- Editors at events – building stores of images to use
- Editors at events – building stores of images to use