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By: Annette Venditti
Communications Ally
Remember the famous quote by Napoleon Bonaparte, “A picture is worth a thousand words?” Napoleon was a man before his time as this holds true today as you are somehow moved on a daily basis when you see an amazing photograph or piece of fine art that just leaves you breathless… and you finally walk away knowing that you are the better for having viewed it.
How do photography and art (graphic design) come into the workplace as you market and communicate using tools like print, video and the ever-changing social media sites? Your goal should be to reach your researched target audience and make them trust, feel and connect with the brand, product or service you represent and really understand who the company is and what they stand for.
I want to share a few key points on how to correctly use photography, art and graphic design in your public relations and marketing mix. These tips will give you the tools you need to look at each project and create the best end product and message for your intended audience.
1. Think. Brainstorm. Create. This basic process must never be skipped if you want your message to be the best it can be. Ask your team to participate in a brainstorm session and let them go back and think about the task at hand, process overnight, etc. Compare ideas in an open discussion and see whether photography, art or a combination of the two is the best path to take. Think beyond the obvious and you and your client will be happy you took the time when you see the results.
TIP: As you develop concepts and ideas sketch them on paper. Really look at the text and image mix and be sure it’s simple, crystal clear and wildly creative. Too much of any of these elements in the mix will add up to a catastrophe that will confuse your audience and not win you any design awards. Research top rated print and social media advertising and campaigns and see what makes them stand out from the crowd!
When the chosen photograph, art or graphic combination hit the mark, you will need very little text to support the message and your audience will love you for it!
Here’s an example of genius creativity combined with a minimalistic layout and literally NO supporting text. Check out Faber Castell “True Colors” campaign ad (created by serviceplan group in Munich) featuring one of their colors, Shark.
2. Hire a Pro. Please. When you need photography or art/graphic design (for an ad or for an event) do your research and hire a true professional to work with you and create the best possible images and designs for your needs. Don’t rely on friends or family to supply what you need, the cost of your initial investment will be more than obvious when you compare the finished product to a less expensive version created by your sister-in-law who “knows how to use Photoshop”. Yikes.
3. The Social Mixer. Social media has given us a vast variety of ways to share photography, text, videos and art/graphics on sites like Facebook, Twitter and YouTube as well as Pinterest and Instagram, two image social channels that have changed how you and I see photographs, graphics and personal inspired interests shared. The same principles apply here, use professional images and graphics and be sure they are clearly stating your intended message before you share with your audience. Facebook Ads is another social media tool that allows you to share brand information and connect with potential customers. Take the time to research this ad platform and see if it might work for you and your client’s needs.
Keep in mind that every client (their brand, product or service) and every project you work on is truly unique unto itself. Challenge yourself and your design team to develop and create innovative solutions for every element and I can assure you this will keep your clients happy as larks and your team will walk away reveling in their hip new “creative genius” status.
Social media is about engagement and relationships, but often times as marketers and
businesses using these tools it comes down to the metrics. How can we quantify the time spent on tweets and posts? How can we monitor so many different networks?
While we could go on for days, there’s one tool we use that I would recommend to get you started. Enter Social Mention. Self described as “like Google alerts but for social media,” Social Mention is handy and easy to use.
And did I mention it’s also FREE?
Here’s a step-by-step on how to set up an account and get started tracking.
- Visit www.socialmention.com
- Click “Create an Alert” (blue button)
- Enter your search phrase (be specific so you get more targeted results – like Google searching – but don’t make it so narrow that nothing comes up. Consider adding geography and quotation marks)
- Select the type of mentions you want to monitor. I would advise selecting “all” to start with. If you want to narrow it down later, you can.
- That’s it! You’re done and you’ll start receiving daily email digests of all the social mentions for your specific keywords.
P.S. You can also elect to have mentions sent to you via RSS feed – keep in mind when you first set this up it will dig for quite a while to pull all social media mentions – even going back to 2007 or older so your folder/feed by get full quickly in the beginning.
Other social media and online network sites and monitoring tools that could be of use:
- Google Alerts – social mention, but for the rest of the Internet
- Twitter Search – are people talking about your business, industry, area – you?
- Yelp – who’s writing reviews about your company or competitor?
- Digg – are people saving articles about your industry or business?
There’s a new phrase in town – word-of-mouse. Not sure what that is? I know someone who’s willing to tell you – for free.
David Meerman Scott
Compliments of the ever-talented David Meerman Scott. here’s a juicy PDF with details on Viral Marketing. Based on his book, The New Rules of Marketing and PR, which I also recommend you read, it explains word-of-mouth vs. word-of-mouse and how powerful they can be.
Packed with case studies and TONS of ideas to benchmark and leverage in your business, I highly recommend you read it.The man has been written about by over 500 bloggers, his eBooks downloaded more than 250,000 times – he MUST have something useful for you in there…
It’s free. It’s only 34 pages. You have no excuse. Download it now! Viral_Marketing
We break from our reporting of Social Fresh to bring you a very helpful, FREE document. It’s the “Definitive Guide to B2B Social Media” by Marketo. Read it. Learn from it. Share it.
Click image to go to online document
Enjoy.
Last week I ventured up to Tampa, FL for a social media conference called Social Fresh (see Twitter @sofresh) for info on this and other events they are coordinating around the country.). Stoked to get a $120 off coupon (thanks to the event coordinator monitoring their Twitter feed as a friend of mine and I chatted about the cost being a bit prohibitive) I gleefully – this could be an exaggeration - left my house at 5:00 a.m. to get there in time for coffee, bagels and meet and greet prior to kick off.
I was not to be disappointed! With speakers from GM, InterContinental Hotel Group, Brains on Fire and more, Social Fresh gathered some of the major engines running successful social media (from a marketing perspective) and put them together for one big brain dump.
I dutifully tweeted the entire time (see #sofresh for commentary from me and other guests) and took notes. I’ve broken them down below by speaker and will be posting them weekly – Here’s your first dose. Hopefully you can take something away vicariously and perhaps plan to attend a Social Fresh in the future.
Spike Jones
Brains on Fire
WOM Marketing & Social Media
Spike Jones from Brains on Fire at Social Fresh in Tampa
Common Strategy – this DOESN’T work. Or, if it does, it’s only a little.
- Listen
- Blogger Outreach
- Facebook fan page
Average ROI advertising is less than 4%… Think about it! If you talked to people in real life like you do in advertising, you’d get punched in the face.
90% of WOM is offline – something to consider as social media isn’t the cure all for ALL clients. Are their/your customers even on Twitter? If yes, you/they should you be there.
Factoids for safe keeping:
- 80% of Twitter accounts are non-active!
- SM will never replace face-to-face interactions.
- Advertising is for awareness. WOM is for credibility.
- “Advertising is the tax that you pay for being an unremarkable brand.”
- “Above all, find a way to be RELEVANT to your consumer.”
Language – change it in house and OUT, with customers, clients, etc.
- Campaign – war vocabulary. No wonder people don’t trust us
- Movement – Fans, inspirations, kindred spirits, grassroots, passion, love
Movements are other people talking about you. They are volume dials. No 0 on the dial, or off switch.
Campaigns = us vs. them. We’re going to get them to do something.
Movement – All the rules of friendship should apply. You don’t MAKE your friends do anything. They will tell you the truth.
10 Lessons Learned by igniting brand ambassador movements
- Movements are about the PASSION conversation, not the PRODUCT conversation.
- Re-frame the conversation. Instead of talking about not smoking, they created a place for a conversation
- Movements begin with the first conversation.
- We participate in people’s lives. 90% of WOM happens offline, get engaged to learn what they are into, what they think.
- ScoutLab, Radian6 – good listening tools/companies
2. We’d rather find someone deeply passionate about something than really influential.
- With SM now, we can MAKE someone influential. Just give them the tools.
- Works better than giving away free product and asking them to talk about it.
- Influential will talk about you now, then move on. Passionate will continue talking about it.
3. Passion can’t be created.
4. Movements Require a Barrier to Entry
- People who want to be a Fiskateer have to ask via online form. Then, they get a response within 24 hours & have to reply why they want to be a part of it or no entry.
- It’s not about the numbers. It’s about the engagement and passion.
5. Movements Empower people with knowledge
- About themselves
- The product
- Social media, marketing, etc.
6. Movements have powerful identities
- Fundamentally, everyone wants to be a part of something bigger than themselves. Everyone wants to be bigger than they are.
- I am a ______. Our job as marketers is filling in that blank. We have to bond our clients & their customers together.
7. Movements encourage shared ownership
8. Movements make advocates feel like rock stars.
- Sometimes it’s just sitting down, talking to them and letting them know you’re listening to them.
- Special handles, engraved. Welcome kit, etc.
9. Users know the brand better than we do. Leverage this.
10. Movements live online & offline
Movements:
- Save money on focus groups
- Save money on R&D because we get free ideas from the group
- Save money on customer services because people are talking about what’s wrong and how they fixed it, etc.
- Measure success in the ways we save money too.
- Movements fight an injustice
Like this:
How to damage your brand in seconds… Not only did Yahoo! not consider the ripple effect of their Hack Days activities in Taiwan, they didn’t take immediate action to squash the giant storm headed their way.
It’s critical that companies are proactive vs. reactive and even more important that just because an activity is considered OK in one country that they don’t partake in it there only to damage their brand everywhere else.
In today’s FastCompany article, Yahoo! is cited for offering company-paid lap dances because according to their resources this is customary in the country. Our point is – regardless of whether or not this is appropriate in Taiwan, the leaders of Yahoo! should have considered how this would be perceived elsewhere. Since that didn’t happen they should have been ready and at arms with a response as to why they did what they did, but they didn’t have that together either.
According to the FastCompany article, it took them roughly 24 hours to develop a response and even then (at the time the FC blog post was written) it was just this – “Hack Girls from Y!’s Taiwan event don’t reflect our values. Was inappropriate, we regret offending anyone. We’ll ensure won’t happen again.”
Shame on you Yahoo! for not considering the variety of cultures and international effect this could have. Shame on you again for not having your stuff together and responding late with a lame retort, two.
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