…and a clown, a bedroom and a ball of rubber bands. No explanations required right?
The social media’s (SM) trend of pictures…lots and lots of “preferred” pictures, may have tough implications on SM activity for advice brands (i.e bloggers, consultants, etc.). How do you sell consulting/advisory skills with a picture? If SM networks like Pinterest continue to blow past their competitors (e.g. Linked-In, FaceBook, YouTube, etc.), online dialogue won’t be about what’s written anymore but about the catchy media displayed (e.g. rubberband ball) The recent statistics for Pinterest are staggering. For example, Pinterest drives more referral traffic than Google+, Linked-In and YouTube combined! In years to come, consultants (advice/data types) including blogging gurus (yipes), may have difficulties communicating on the web’s ever shrinking world of just pictures and bullet only blogs.
Is one picture really worth one-thousand words? This original to the US phrase (not really Chinese or Japanese), emerged early in the 20th Century. A bit of foreshadowing here maybe, but it’s seems to be a SM trend running away with itself. This may be happening because there IS psychological proof that the “one picture” phrase bears merit.
In 1987 a couple of cognitive science professionals Larkin and Simon (L&S) did research on Why a diagram is (sometimes) worth ten thousand words and the effects imagery v. words have on the human response. And for those who need to know, their data is also referenced in a study by Paula Goolkasian titled Pictures, Words and Sounds: From Which Format Are We Best Able to Reason? found in the 2000 Journal of General Psychology. Well it seems their data suggested pictures DO provide a more direct access to information when compared with printed words. Reaction time responses showed a consistent picture advantage (Pinterest folks will love this!). YouTube may be winning online users too, simply because these cognitive studies also suggested that when participants responded to materials stored in human memory, both pictured and spoken (i.e. movies) formats provided quicker responses in comparison to printed words.
Advice/data brand experts DO have several opportunities to suppress the one-hit-wonder picture craze and also take advantage of it. Did you catch it in the previous paragraph? One picture may be worth one-thousand words but per L&S a diagram is worth TEN-thousand! By combining well researched data with fantastic visuals, advice brands may be able to capture 10x the response of their picture-only sellers of product.
Infographics combined with in-depth social technographics may provide non-widget companies the perfect combination of online imagery needed to sell their professional services. In recent years I’ve heard the generic complaint humans are getting lazier about reading stuff online (reading F-shaped pattern only)…bring on the clown pictures please because I don’t want to read about them.
But, what if an industry specific image was combined with appropriate statistics and an infographic carefully created? THAT bit of data visualization may be worth its weight in unread content by the follower.
Are you a DIYer with real skill? Or a lowly weekend hacker of attempted drywall? If you had the opportunity to show off your do-it-yourself skills, would you share them online? I propose The Home Depot (HD) do just that…encourage their online community members (fixers/decorators of home stuff) to show us their measuring, wiring and/or painting expertness…or whatever they like!
I’m sure most new home owners, in their desperate Google search to repair, have seen at least one HD “How-To” video. These videos are just part of HD’s social media campaign (launched in 2010) to “Bring their Culture to Life in Social Media.” The DIY videos are created by a variety of in-store associates, from different departments, showing how-to-do many household repairs, renovations and decorating. Fairly yawnish. Instead of the HD associate doing the demonstration, wouldn’t it be much more interesting to watch your neighbor Hal attempt to build a deck? …Sans the CC of course.
These personalized additions to the social media How-To video archives, would be completely do-able. HD already has their YouTube account set up, although another category will have to be added (“DIY For Real”). Rules for submission would have to be determined too and the videos pre-screened for content, but the possibilities are endless. They could prompt more online/lateral dialogue among customers and possibly energize the mundane HD forums. Polls/ratings could be added to the videos. Not enough votes? Off line it goes. Lots of votes? The video star/creator gets a gift certificate to guess where.
With a little more management of their current social media, HD could considerably increase their likeability across all their networks …especially from the guy/gal next door. And remember, content is produced by the users at no expense to HD, a big savings of time and money. Video IS the best social media outlet for HD and they should continue to massage this venue to their benefit. Adding a “real” twist on their traditional demo video, could be just the beginning of better outcomes for their transmedia storytelling.
Remember in the 80’s when Madonna-wear was so trendy? VanDesign (VD) has been in existence since then…we are pushing 30 years in business and luckily no longer wear hair hankies and shoulder pads. As founder/owner, I consider three decades a long career path especially when compared to some well-intended but ultimately short-lived enterprises (e.g. dot.coms). As a boutique creative/marketing firm with its roots in the horse industry, VD business strategies and use of technology have had to evolve or simply close our door. Yes, I guess one, not so trendy door.
However, you know the story about the cobbler’s kids with no shoes? Well, VD has failed in that respect. Adept as we are at marketing ideas for and about our clients (aka the kids), VD has been hesitant to engage new SM marketing technologies and only lightly manages three social media (SM) networks, Facebook,LinkedIn and Twitter.
We are becoming more aware of SM platforms, strategies and current trends (through online SM education…thank you SNHU and Dr. J. Rogers) but actually engaging and awareness are distinctly different.
Let’s pretend for this post, that VanDesign IS the client and we want to enhance VD’s SM reach. As a consultant on their corporate marketing team, I first want to identify and then apply, a new SM tool/tactic that would enhance their target market. Remember, SM is simply another tool in our marketing toolbox. We only should use it in conjunction with VD’s overall business plan or to help achieve a specific company objective.
Funny, I just happen to know one of VanDesign’s business objectives…to increase their brand awareness, beyond the equine industry. What SM tool would YOU suggest for VanDesign (see poll below)?
Taking what I know to date about SM, VanDesign’s objective and as a savvy marketer, I would recommend VD immediately set up some pin boards on Pinterest. Here are my reasons why:
Pinterest is visual…a perfect platform to display latest designs, logos created, illustrations, font/color trends, etc.
In 2012 alone, Pinterest usage rates grew by over 1000%…a completely overwhelming statistic.
At present, Pinterest is driving more referral traffic than LinkedIn, Google+ and YouTube combined. And the only social media site driving more traffic than Pinterest is Facebook (Stelzner, 2012).
Board ideas may include…fonts that inspire, annual color trends, logos created by VD…anything along these lines.
VD has portfolio’s of design work/illustration to pin on boards
Use “Pin it” and “Follow” buttons AND Profile and Board Widgits to grow VD’s community and increase traffic…these make it easier for people to pin items from VD’s site, see what they’re doing on Pinterest, and follow VD or their boards.
Promote VD”s Pins…link to Pinterest Profile from other SM networks (e.g. FaceBook, LinkedIn, etc.) and VD’s Website.
Pinterest tracks trends and VD can adjust their pins and social networks accordingly.
Like the passing of Madonna’s trendy-wear, social media tools and strategies will continue to evolve (Rogers, 2013). Similar in sans-trendiness to VanDesign, networks such as FaceBook, Twitter, LinkedIn and Pinterest seem to be here for the long-term. So, with research, proper planning and a slight “wait and see” attitude, businesses can confidently leverage these SM platforms to their advantage.