Content may be king, but visuals rule. All the latest studies and statistics suggest that images on social media command more attention than text alone. If you want more likes, comments, shares, retweets, and clicks, you want to include pictures with your social media posts. You want to be more visual. Designed to help social media marketers increase their organization’s social media engagement levels, this presentation explains and demonstrates the power of the visual in social media posts. By using these tactics, you will succeed in growing your company's number of Twitter connections and, consequently, increasing your organization's ability to reach more current and future customers in the social space. This presentation was developed by Bob Cargill, Director of Social Media at Boston-based digital marketing agency, Overdrive Interactive. It was the first of three segments that comprised a panel discussion entitled "Social Media Strategies, Shortcuts and Secrets," given at NEDMA's Annual Conference on May 14, 2014.

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38 Everett St | Allston, Massachusetts 02134 | 617-254-5000 | www.ovrdrv.com
10 Types of Visuals to Boost Your Social Media
Engagement
May 14, 2014
Bob Cargill (@cargillcreative on Twitter)
Director of Social Media
Overdrive Interactive
www.ovrdrv.com
#NEDMA14

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“Want to Boost Your Social Media Following?
Get Visual”
“Forget about 140 characters. Increasingly, photos and videos are
driving customer engagement on social media. On Facebook's top
brand pages, videos are shared 12 times more often than text and
links, and photos receive twice as many likes as text updates.
Meanwhile, Instagram is growing faster than Facebook did. And
Pinterest now refers more traffic to outside websites than Twitter.”
Source: “Want to Boost Your Social Media Following? Get Visual” by Ryan Underwood,
Inc., http://www.inc.com/magazine/201311/ryan-underwood/build-social-media-following-
with-visuals.html (from the November Issue of Inc. Magazine)

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10 Types of Visuals to Boost
Your Social Media Engagement

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10 Types of Visuals to Boost Your Social Media
Engagement*
1. The Product Shot
2. The Team Picture
3. The Spotlight on Your Fans
4. The Peek Behind the Scenes
5. The Action Shot
6. The Graphic
7. The Spontaneous Shot
8. The Moving Picture
9. The Collage
10. The Selfie
*This presentation is based on an article written by Bob Cargill for ClickZ (www.clickz.com) on April 22, 2014, which you
can find here: http://www.clickz.com/clickz/column/2340773/10-types-of-visuals-to-boost-your-social-media-engagement

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The Product Shot
1. Every business and brand has a product to display. Whether you're
selling ice cream or insurance, software or footwear, you have
something tangible to exhibit in your social media stream. Don't just talk
about what it is you have to offer your audience. Show it off in pictures.
The more, the better.

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The Product Shot
Best Buy on Facebook

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The Product Shot
Christmas Farm Inn on Twitter

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The Product Shot
Jay Peak on Twitter

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The Team Picture
2. Did you play organized sports growing up? How many team pictures
do you have from back in the day? That's the idea here. Only, don't feel
you have to wait for a special occasion. Take pictures of your
colleagues on a regular basis and share them with your audience.
People do business with people, so do everything you can to humanize
your brand.

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The Team Picture
American Idol on Twitter

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The Team Picture
7News on Instagram

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The Team Picture
Sports Illustrated on Twitter

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The Spotlight on Your Fans
3. Everybody likes attention, especially from someone they look up to
and admire. Shine the spotlight on your followers and fans. Give their
photos a much bigger stage by repurposing them on your own social
channels. Retweet them. Tag them. Make it all about them, not you.
Give them their 15 minutes of fame and they'll give you more loyalty in
return.

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The Spotlight on Your Fans
Boston Red Sox on Twitter

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The Spotlight on Your Fans
Smarter Travel on Instagram

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The Spotlight on Your Fans
Quest Nutrition on Pinterest

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The Peek Behind the Scenes
4. Provide your constituents with something they can't get anywhere
else, whether it's exclusive photos, a big reveal, or something they
wouldn't see otherwise. Take them backstage. Invite them into your
inner sanctum. Show them how your products are built. Give them a
look at what goes on behind closed doors. You get the picture.

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The Peek Behind the Scenes
Downton Abbey on Pinterest

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The Peek Behind the Scenes
29 Sudbury on Facebook

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The Peek Behind the Scenes
Saturday Night Live on Twitter

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The Action Shot
5. While a team picture may be posed, your action shots are of you and
your fellow team members actually doing what you do best. It's doesn't
matter whether you're speaking at a podium, swinging a baseball bat,
or sitting in front of a computer writing the great American novel, it's still
a performance. Capture your people in the act of doing their jobs and
share it with your audience.

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The Action Shot
U2 on Instagram

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The Action Shot
Walt Disney World on Twitter

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The Action Shot
Conway Scenic Railroad on Facebook

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The Graphic
6. Creating your own visuals from scratch is a great way to add variety
to your stream and call more attention to your posts. Use PowerPoint,
Photoshop, PicMonkey, and other such tools to add special effects and
text to the images you share. You could even go so far as to create
your own infographics. A combination of data, words, and pictures is
one of the best ways to increase your engagement and reach on social
media.

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The Graphic
Nordstrom on Facebook

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The Graphic
Boston Bruins on Facebook

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The Graphic
USA Today on Twitter

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The Spontaneous Shot
7. One of the best benefits of using social media for marketing is the
power it gives you to connect with your constituents in real time.
Capitalize on the extemporaneous nature of these channels by sharing
impromptu, candid shots of you and your team in the moment. What's
happening now is far more credible and commanding on social media
than old news or posed pictures.

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The Spontaneous Shot
MTV on Facebook

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The Spontaneous Shot
Barack Obama on Instagram

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The Spontaneous Shot
Hill Holiday on Instagram

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The Moving Picture
8. No, I didn't forget about video. In fact, most businesses and brands
consider it a must-have ingredient in their content marketing mix.
YouTube, Vine, Instagram - each of these channels presents an
abundance of opportunities for creating original footage which can
eventually be cross-promoted across the social landscape. Don't worry
about going viral. Worry about one watch at a time. If people like it, they
will share it. And you'll have a hit on your hands.

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The Moving Picture
Maxwell House on Twitter
http://youtu.be/yQl2V11cUw0

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The Moving Picture
Jay Baer’s Convince and Convert Blog
http://www.convinceandconvert.com/social-media-case-studies/5-creative-ways-brands-are-using-snapchat/

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The Moving Picture
Faneuil Hall Marketplace on YouTube

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The Collage
9. If a picture is worth a thousand words, a small handful of them is,
well, perhaps priceless. Take advantage of Twitter's new mobile feature
and upload up to four photos in a single tweet. Or you can use one of
many good photo-editing tools available - such as the aforementioned
PicMonkey - to cobble together the quintessential collage.

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The Collage
General Electric on Twitter

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The Collage
GoPro on Twitter

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The Collage
Brooklyn Museum on Twitter

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The Selfie
10. Last, but certainly not least, there's the type of visual made famous
by Ellen DeGeneres at this year's Oscars ceremony and most recently
Boston Red Sox superstar David Ortiz at the White House. There's the
selfie. Thanks to these two celebrities, the ubiquity of the front-facing
camera on smartphones, and people's seemingly insatiable desire for
attention, the selfie is an incredibly hot trend you don't want to ignore.

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The Selfie
The Today Show on Instagram

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The Selfie
Ellen Degeneres on Twitter

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The Selfie
David Ortiz on Twitter

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The Selfie
Who’s in?

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10 Types of Visuals to Boost Your Social Media
Engagement
This presentation is based on an article written by Bob Cargill for
ClickZ (www.clickz.com) on April 22, 2014 here:
http://www.clickz.com/clickz/column/2340773/10-types-of-visuals-
to-boost-your-social-media-engagement

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Bob Cargill
• Director of Social Media at Overdrive Interactive
• 30+ Years or Experience as a Marketing Professional
• The New England Direct Marketing Association’s Direct Marketer of
the Year in 2009
• Over 40 Awards for Copywriting, Creative Direction and Social
Media
• Gold from NEDMA for Blog in 2006
• Gold from NEDMA for Best Tweets in 2010
• Frequent Speaker at Industry Events and Elsewhere
• Past President of the New England Direct Marketing Association
(‘99-’00) and Two Toastmasters Clubs
• Graduate of Leadership MetroWest’s Leadership Academy (‘92)

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Thank you!
Bob Cargill
Director of Social Media
Overdrive Interactive
bcargill@overdriveinteractive.com
617-254-5000
@cargillcreative on Twitter