Tag Archives: video

The Power of Visual Storytelling: Tips

 

visual storytelling tips

 

This is the last of the series of blog posts discussing the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand by Ekaterina Walter and Jessica Gioglio.  This features their smart tips for social media photography.

 

 

Visual storytelling tips and social media photography tips:

  • Up your resolution to the highest resolution possible
  • Collages need to be of similar resolution
  • Divide your images into thirds either horizontally or vertically
  • Align your image slightly off center to make it more engaging
  • Variety matters, use a range of angles and setups
  • Take more pictures than you think you need
  • Frame your shot with less cluttered backgrounds
  • Use close-cropped images
  • Work the angles
  • Shine bright with lighting and filters
  • Show don’t sell
  • Celebrate occasions
  • Share great quotes
  • Include photos related to your company’s lifestyle
  • Inspire through the use of images by showcasing your company’s lifestyle, values, and opinions
  • Show how your products and services contribute to the greater good
  • Encourage emotion by featuring a sentimental side when appropriate
  • Propel action into a still image
  • Sprinkle in humor and have a little fun
  • Embrace creativity
  • Not all pictures have to have only one item
  • Go behind the scenes to make your customers feel like part of your brand

This is the conclusion to the blog series about the book The Power of Visual Storytelling.  I highly recommend this book.  I literally took twenty pages of handwritten notes from information in this book!  A special thank you to the authors Ekaterina Walter and Jessica Gioglio for letting me share some of their book.  I am not being compensated for this review, I just really think this book is great any business looking to grow their online marketing.

 

Image by Marcus Berg of Unique Angles Photography

The Power of Visual Storytelling: Responses

visual storytelling responses

Ekaterina Walter and Jessica Gioglio, authors of the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand remind us that anything can happen at a moment’s notice online. Companies need to identify common occurrences, both positive and negative.  It means looking for opportunities to create visual storytelling responses all around us.  Some strategies include:

 

  • Understand the most important factors that can influence sales and customer leads
  • Weather may be an important theme to craft content around
  • At key times of the year, companies can announce awards, rankings, events, speeches, partnerships, and make other announcements
  • Understand the most frequently asked service inquiries and comments, both positive and negative
  • Develop a robust content library to allow time for real-time opportunities
  • The best storytellers play off their audience responses to hit the message home
  • Extend the life of conversations and engagement as long as it is relevant
  • Look at the content fans are sharing each day

While on the topic of user generated content, there is a higher barrier to engagement if it is not natural for fans to share visual content.  Reward sharing behavior with a campaign, contest, and/or rewards.  Look for themes in the most common types of photos, videos, hashtags, and sentiment.

Choose a clear call to action such as a unique hashtag available across all social media channels.  Make full disclosure to customers how and where their photos and videos will be shared.  Highlight examples to show a range of creativity.  Give rewards and recognition by having an “image of the week” or randomly sending a thank you.

Customers can share their own content through videos shared on social networks like YouTube, Instagram, and the Vine.  Look at your content calendar to determine which video(s) will help tell your visual story in a way that other media cannot.  Think about your target audience, desired end goals, and what resources are available.  Evaluate the needs of your audience and show off your personality.  Mix up the content to a variety of different types and lengths of videos. Common videos include:

  • Announcements
  • Behind-the-scenes
  • Case studies
  • Celebrity partnerships
  • Community involvement
  • Company overview
  • Demos
  • Event highlights
  • FAQs
  • Goals
  • How-to
  • Live streams
  • Office tours
  • Parodies
  • Testimonials
  • Video blogs
  • Visual portfolios

Fan shared content as well as company made videos can show another side to a business. The key is to make the most of what customers are saying about you.

 

Image by Marcus Berg of Unique Angles Photography

The Power of Visual Storytelling: Instagram

visual storytelling instagram

 

Instagram is a mobile-based app owned by Facebook. This is an app for the click-and-share generation.  The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand by authors Ekaterina Walter and Jessica Gioglio provide useful statistics and suggest helpful strategies for companies to make the most of using Instagram.

 

Instagram Statistics:

  • 130 million active users every month
  • 70% of which are female
  • Users post 40 million photos per day
  • 8,500 likes per second
  • In 2012, Instagram users liked 78 million photos
  • 1,000 comments per second
  • More than 5 million photos uploaded to Instagram every day
  • Recording time is 15 seconds vs. competitor Vine’s 6 second clips
  • 67% of the top brands are now using Instagram
  • Luxury brands have the highest number of followers

Instagram Strategies:

  • Since Instagram has great photo filtering capacity, use filters creatively
  • Build a community by putting your official hashtag (#) in your banner heading so fans know how to tag you
  • Show behind-the-scenes photos
  • Use Instagram’s built-in statistics
  • Brands should be original, artistic, and community building
  • Post regularly about current events, holidays, and seasons
  • Use specific hashtags (#) for promotions or campaigns
  • Pick hashtags (#) that don’t have double meanings or could be read differently
  • Don’t use too many hashtags, need a central focus to your brand’s message
  • Join in the discussion if people are posting comments
  • Ask customers to upload their own photos and videos
  • Since 70% of users are female and women are responsible for the majority of household spending, companies can use this knowledge to share what attracts most female buyers

Using Instagram is a great way for businesses to let their target market(s) get to know what they are all about. It is essential that companies identify their brand’s central message in order to make the most out of knowing what photos and videos to share as well as which hashtags (including customized ones) to add to the posts. Smart businesses join in the conversation in response to when people post comments.  Instagram is a great social media platform for companies to use in order to promote their products and services.

 

Image by Marcus Berg of Unique Angles Psychology

The Power of Visual Storytelling: Facebook

visual storytelling Facebook

The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand is written by authors and social media experts Ekaterina Walter and Jessica Gioglio. They devote a whole section of their book to informing the reader about Facebook statistics and giving profitable strategies for businesses using Facebook.

With over 1 billion active users, Facebook allowed brands and organizations to set up public pages in 2007.  Text, image, and video posts can all be seamlessly integrated in a user-friendly design.  Businesses can encourage comments, likes, and shares from their followers.

Facebook Statistics:

  • Half of Facebook fans prefer the brand pages to company websites
  • Posts between 100-250 characters get about 60% more likes, comments, & shares
  • Post at least one to two times per week to stay top-of-mind and relevant
  • Pictures receive 120-180% more engagement from fans than text-based posts.
  • 200 million photos get uploaded to Facebook on an average day
  • 80% of social media users prefer to connect with brands through Facebook.
  • Facebook is available in more than 70 languages
  • Facebook accounts for 1 in every 7 minutes spent online
  • Facebook accounts for 3 of every 4 minutes on social networking websites
  • U.S. desktop users spend an average of about six hours every month on Facebook
  • U.S. mobile users spend an average of eleven hours every month on Facebook
  • 2.5 billion content shares a day on Facebook
  • 2.7 billion likes a day on Facebook
  • 15 million brand pages on Facebook

Facebook Strategies:

  • Create photos specifically to generate conversations
  • Ask fans to upload their own videos
  • Create campaigns specifically for Facebook fans
  • Photos and videos work really well
  • Great creative with your header photo by choosing something eye-catching and inspiring
  • Change the header photo now and then to keep it fresh
  • Offer creative visual contests to engage your fans in a sustainable way
  • Ask questions to spark engagement
  • Improve customer service by talking to fans, encouraging feedback, and sharing images
  • Encourage user-generated content
  • Followers relate more to brands
  • Fans feel like they are an active part of the product experience than a passive consumer

The authors recommend that businesses use Facebook in order to attract fans, build brand awareness, and increase customer loyalty.  The key is engaging in conversations with fans, sharing useful content, and posting pictures and videos (from the brand itself as well as from the fans). Facebook is a valuable social media platform with which businesses can tell their story and interact with their fans.

Visual storytelling can take place on Pinterest, YouTube, Facebook, Twitter, Instagram, Tumblr, and Slideshare.  We will look at more social media platforms as the Visual Storytelling series continues.

 

The Power of Visual Storytelling: YouTube

 

visual storytelling YouTube

 

Bed and Breakfast Blogging recommends the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand by authors Ekaterina Walter and Jessica Gioglio. Earlier, we gave an introduction to the book as well as featured some of their Pinterest tips.  This post will specifically look at their YouTube tips.

 

YouTube (the second largest search engine) began in 2005 and is owned by Google (the largest search engine).  It is great for brand channels since businesses can place an intelligent banner image, embed social media links, and even feature a thirty second video trailer.

Hyperlinks can be incorporated into the video itself to create a “clickable” interactive video. Streaming video delivers nearly three times higher brand awareness and 100% higher purchase intent.

Important YouTube facts to know:

  • The average YouTube viewer spends 900 seconds per day watching videos
  • 44% of YouTube users are between the ages of 12 to 34 years old
  • Over 829,000 videos are uploaded each day
  • 72 hours of video are uploaded to YouTube every single minute
  • 3 billion views daily on YouTube
  • More than 1 billion unique users visit YouTube each month
  • 70% of YouTube traffic comes from outside the United States
  • YouTube is localized in 53 countries and across 61 languages
  • 25% of global YouTube videos come from mobile devices

Authors Ekaterina Walter and Jessica Gioglio recommend that businesses be responsive to their audience.  Show an informal look at your company.  Video is a very flexible way to tell a company’s story and have a global reach. The key is to add value, inform, and entertain. This is a great way to do what social media expert Shannon Belew calls social selling.

The average video length is 2 minutes and 46 seconds.  Businesses should optimize their content for keywords used by their industry.  Discover the terms your target market is searching for and develop your videos around that.

Consider posting videos in response to comments and questions.  Let your fans and customers tell their own stories.  One of your videos could go viral (spread quickly over the internet).  Thus, businesses should use YouTube to tap into The Power of Storytelling.

 

Image by Marcus Berg of Unique Angles Photography

Power of Visual Storytelling

power of visual storytelling

 

Another great book is The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand co-written by Ekaterina Walter (cofounder and chief marketing officer at Branderati)  and Jessica Gioglio (social media manager for Dunkin Donuts). The back of the book says, “Attention is the new commodity. Visual storytelling is the new currency.”

According to this book, “Visual content in real time can give people a different perspective instantly.”  The goal is to create visual, shareable content that conveys your brand’s central message. Visual storytelling has the potential to:

 

  • Enhance loyalty
  • Strengthen customer relationships
  • Increase awareness
  • And much more!

With 6.8 billion mobile subscriptions at the end of 2012, about 96% of the world population has a cell phone. With the on-the-go nature of people’s lives in this present age, sharing user-generated images and visuals is happening in real time.  According to the authors, visuals are processed by the human brain 60,000 times faster than text!

Creating the right image to convey your message means you must know who you are as a brand, what you stand for, and how this relates to the goals of your customers.  The book reveals some fascinating statistics about what website visitors think is important:

  • 46.1% of people say that a website’s design is the #1 criterion for discerning the credibility of the company (research from Billion Dollar Graphics)
  • 67% of consumers consider clear, detailed images to be very important, and carry even more weight that then product information, full description, and customer ratings (MDG Advertising Research)
  • 51% of Americans trust user-generated content over other information on a company website

The Power of Visual Storytelling details the vast variety of visual content that is available for companies to use:

  • Images
  • Photography
  • Graphs
  • Drawings
  • User-generated images
  • Collages
  • Images with text overlays (captions, quotes, stats)
  • Word photos
  • Memes (imitated things)
  • Postcards and e-cards
  • Cartoons
  • GIFs (Graphics Interchange Format)
  • Infographics
  • Videos
  • Presentations
  • Aggregators

Collaborative storytelling benefits both customers and companies.  Customers get to see their images liked by fans of the brand.  Companies get insight on what customer motivation. According to BuzzFeed, every minute online:

  • 208,300 photos are posted to Facebook
  • 27,800 photos are shared on Instagram
  • 510,000 photos are liked on Instagram
  • 100 hours of video is uploaded to YouTube

The authors caution readers that there is not a one-size-fits-all solution to social media. Each network has its own character and audience.  Instead of being “broadcasted to” audiences want to feel “listened to” as we invite them to be part of the conversation.  The next series of posts will feature their tips for various social media networks, including:

Later we will highlight their tips to developing a visual story road map from strategy to implementation.  I highly recommend that businesses read The Power of Visual Storytelling!

Image by Marcus Berg of Unique Angles Photography

What Makes A Blog Post Go Viral?

what makes blog post viral

 

 

Every blogger dreams of a bigger audience.  It is human nature to want to be recognized and to receive attention and praise.  So just what makes blog post viral?

 

 

1) Have you grabbed their attention with your title?  Opening lines should pique interest and curiosity, show a benefit, highlight a need, promise to entertain/inform/teach, or offer something of value.  Work hard early on at hooking your reader into your post.

2) Have you made it easy to read?  Readers scan pages online looking for keywords, phrases, and visual clues like numbers and bullet points. Use lists or other formatting techniques to emphasize points.  Your content must be appealing, entertaining, engaging, and interactive.

3) Does anybody really care about your topic? No one wants to know what you had for breakfast–unless maybe you had breakfast with a celebrity.  Giving people the “inside scoop” on a famous person’s thoughts and secrets will make your blog incredibly popular.

4) Have you had personal experience involving your blog topic?  Accomplishments speak volumes to your readers.  This does not mean you have to be the CEO of a Fortune 500 company or featured on the cover of People magazine.  What lessons have you learned along the way? People tend to respect you more if you share past obstacles or mistakes and how you overcame them.

5) Is this a brand new topic?  If you are in the fields of medicine, science, or technology you may very well have cutting edge information to share with the world.  We are listening!

6) Is your perspective different and maybe even controversial?  Sometimes blunt opinions can get people in trouble, but they can also get passed along.  Do you have a hot topic that will lure comments?  Be sure to respond to your comments.  This is what makes your blog interactive.

7) Is there something fascinating about your topic or are people sick of reading about it because everybody in the world has been covering it?  There is only so many times people can take hearing about the celebrities that tend to get all the media attention.  It can be annoying when they compare two celebrities who wore the same thing and then make comments on “who wore it better?”  Most people don’t care!

8) Is there something hilarious, quirky, or unbelievable about it?  There is a large dog in my neighborhood who, from behind his fence, will jump up and down like he is on a pogo stick all across his backyard when he sees my dog and I walking together.  I need to get that on video! Speaking of…

9) Do you have a good graphic, photo, or video available?  Humans are very visual creatures. That is part of the reason why Pinterest other image sharing social media sites like Instagram have done so well.  Did you know Pinterest has over 70 millions users?

10) Have you shared your blog post on every relevant social media channel?  You may want to describe the post differently depending upon the platform.  Since Linked In is for business and career-minded people, you may have a different way of promoting your blog post to your Linked In connections than to your Facebook fans and friends.

How will you know if your blog post was successful?

  • Number of unique visitors to your blog post
  • Re-tweets, shared links, social network mentions
  • Quality of the blogs and websites where your blog post is referenced
  • Frequency of approaches by people interested in working with you
  • Quantity of traffic where sales take place
  • Amount of paid opportunities that result from your blog
  • Blog subscriber numbers
  • E-mail sign ups
  • If people who have powerful influence refer to your blog
  • The number and quality of comments from your readers

Trust me, you will know!  Do you have any ideas about what makes a blog post go viral? Please share below.  I read all comments and respond when appropriate.

Image by Marcus Berg of Unique Angles Photography

Are You Media Friendly?

are you media friendly

 

Are you media friendly?  Why not make it easy for a journalist or reporter to do a story on your bed and breakfast? Have a press kit on your website.  Consider asking, “Are you a journalist working on a story about inns or bed and breakfasts? We would love to help you with your story or article.”

 

 

The press kit can include:

  • Media contact‘s name, phone number, e-mail address (owner, innkeeper, public relations person for your B&B)
  • The history of the bed and breakfast: location, year it was built, original owners, type of architecture, date it became a bed and breakfast, etc.
  • Information about the innkeepers/owners: where they are originally from, their career history, their hobbies, pets, kids, etc.
  • Awards you and your B&B have received: from bed and breakfast associations, cooking contests won, your AAA rating, your Better Business Bureau grade, etc.
  • Press coverage: list of and link to articles in newspapers, magazines, online attention
  • High resolution photos of the inside including the rooms as well as the outside of the bed and breakfast as well as the best breakfasts and other food you serve
  • Map of area and nearby attractions
  • Videos made about your B&B or ones that you have had filmed to promote your bed and breakfast
  • Amenities: private hot tub, fireplace, library, spa, garden, etc.
  • Current promotions: such as special packages and upcoming events like weddings
  • Online guest reviews: share positive guest testimonials
  • Your blog

Anything that you think will enhance your reputation as providing exceptional hospitality, this is your opportunity make it accessible for the press to report on it.  Even curious potential guests will be impressed by it when they see it.

If you do not mind members of the press coming to your bed and breakfast to interview you and/or make a video, then be sure to state that on-site tours can be arranged.  There is nothing better than free publicity! Then the press will not have to ask, “Are you media friendly?”

 

Image by Marcus Berg of Unique Angles Photography

Top 5 Reasons to Stay at a B&B

 

reasons to stay at a B&B

Do you know that your blog is the perfect place to promote reasons to stay at a B&B? Bed and Breakfast Blogging will write a blog for your B&B that entices your website visitors to book rooms!

The following are excellent reasons why a potential guest should choose to stay at your bed and breakfast versus a hotel.

 

1. Bed and breakfasts treat all of their guests with special care and attention.  You may personalize their visits with little extras like flowers in their room and chocolate on their pillow.

2. B&B’s can be very romantic places to stay at. Several bed and breakfasts have honeymoon suites!  You may offer dessert and wine served to their room in the evening.

3. Your guests will enjoy the best home-cooked breakfast they ever have because you cook delicious gourmet food including Eggs Benedict and French toast!

4. Your visitors will be staying in the comforts of your bed and breakfast home and have the amenities of a hotel.  It is important to have pictures (even a video tour) of your bed and breakfast on your website for potential guests to see all your B&B has to offer.

5. Their special event is happening at your B&B.  Many bed and breakfasts specialize in doing weddings or hosting meetings–yours may be one of them.

Bed and breakfast owners, it is important for your blog to highlight what makes your particular bed and breakfast unique. Give them reasons to stay at a B&B. Bed and Breakfast Blogging can write you online content that is targeted to market to your ideal B&B guests.

 

Image by Marcus Berg of Unique Angles Photography