King of the Brand | The Art & Science of Brand/Community Building With Visuals

@Matt_Siltala

T H E A R T & S C I E N C E O F B R A N D / C O M M U N I T Y B U I L D I N G W I T H V I S U A L S

@Matt_Siltala

Content with relevant photosor Infographics see a

increase in page views versus

content without images.

@Matt_Siltala

Colored visualsincrease people’s

willingness to readcontent by

@Matt_Siltala

Visual content is more than

more likely to be shared on social media

@Matt_Siltala

of senior marketing executives believing visual assets are core to how their brand story is communicated

of online marketers use visual assets in their social media marketing

@Matt_Siltala

The National Center for Biotechnology

Information found in 2015, that the average

attention span had dropped from 12

seconds in 2000 to

@Matt_Siltala

Luckily, visual content is

consumed at a much faster

speed than text

When it comes to making decisions we start with our

emotions.

Studies have shown that people are unable to come to a decision if

they are not emotionally influenced

in some way.

@Matt_Siltala

@Matt_Siltala

@Matt_Siltala

FANATICS

We leverage UGC we find on social platforms like Instagram, and put the fans into our social updates.

@Matt_Siltala

We use a tool called Pixlee to find these images, and get the permission. The images showcase the products we sell, and are more authentic than model pictures.

FANATICS

@Matt_Siltala

The WeAreFanatics blog posts in which we focus bringing stories for fans to enjoy. Highly visual content, as it tells the story better.

FANATICS

@Matt_Siltala

The jersey evolution posts are great examples as these appeal to all sorts of fans. Especially when it concerns a team which didn't win the championship since 1908, Cubs, fans do like the nostalgia of the content.

FANATICS

FANATICS

@Matt_Siltala

@Matt_Siltala

Learning from what fans are searching for, we tailor the content to the search demand when we find a topic.

Example: What does the GSH stands for on the Chicago Bears jersey. We leverage our Facebook Fan pages to distribute the content, and get high engagement on these.

FANATICS

@Matt_Siltala

FANATICS

@Matt_Siltala

H’What isVisual

Content?

@Matt_Siltala

Visual content is blazing the path

@Matt_Siltala

My wife said that she has not used Google to search

for anything in over 2 years, and that she uses

Pinterest because it gives her everything she is

looking for in an easy to consume visual format.

@Matt_Siltala

@Matt_Siltala

VS

@Matt_Siltala

@Matt_Siltala

The need a brand has for a community that supports

and follows them

@Matt_Siltala

Brands canno longer get away

with “not being on social”

@Matt_Siltala

Building your brand goes well beyond just

the “branding” of your website.

You need to have an identity on places like Facebook, Instagram

and Twitter.

@Matt_Siltala

Have a strong purpose behind

your visual content

@Matt_Siltala

Identify needs and set goals

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Create content based on those needs and goals

@Matt_Siltala

Is itsharable?

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Can you generate

leadswith it?

@Matt_Siltala

Is it helping you build a communityor brand?

@Matt_Siltala

Are you generating

sales?

Are you sparkinga debate,

conversation,or controversy?

@Matt_Siltala

Earning links for your visual content is

incredibly important for branding - Because links are important focus on creating visual content

that will earn links.

@Matt_Siltala

@Matt_Siltala

Who here wouldn’t

mind links from Forbes, Huffington

Post or even Allure or Esquire?

@Matt_Siltala

@Matt_Siltala

So that is all fine and

dandy Mat, but how canI do betterwith visual content?

@Matt_Siltala

@Matt_Siltala

Don’tmake it

complicated.

Are you missing

easy branding victories

with visuals?

@Matt_Siltala

@Matt_Siltala

Think Instagram, (Instagram Story)

Snapchat (snapchat story) Facebook Live,

Periscope, YouTube live.

@Matt_Siltala

@Matt_Siltala

Can live video expand your branding and community?

@Matt_Siltala

Instagram story: How will you

position yourself?

@Matt_Siltala

(offer something unique to this

channel only and followers will come)

@Matt_Siltala

Richie Norton - (friend of mine shares how to grow business tips on his Instagram story updates) and you can only get these behind the scene

ideas and tips from him on Instagram.

@Matt_Siltala

THINK How can I

capitalize on something like this in

my industry?

@Matt_Siltala

@Matt_Siltala

Think about it being a good place to

build community, interact with

customers, help them, answer

questions, share and grow together - crowd source them

@Matt_Siltala

These visuals ain’t right

for branding

@Matt_Siltala

@Matt_Siltala

@Matt_Siltala

Those kind of examples are not good for branding or community

building

@Matt_Siltala

Good examples

for branding

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@Matt_Siltala

Speaking of beards…

@Matt_Siltala

Again - think easy Branding Wins - This isa personal branding win

@Matt_Siltala

@Matt_Siltala

So what does content like these previous examples do?

It makes me want to follow them and be a part of their

community.

That leads to more of what they post in front of me, that leads to me be very familiar with them and when I need

(or want) to purchase something in their

industry - I will go to them.

@Matt_Siltala

Communitybuilding

@Matt_Siltala

@Matt_Siltala

Where are we headed?

What type of visuals will I start seeing more of in

the future?

@Matt_Siltala

@Matt_Siltala

When you can build a brand

that the community

grows, defends, adds value to - you

have done your job.

@Matt_Siltala

@Matt_Siltala

T H E A R T & S C I E N C E O F B R A N D / C O M M U N I T Y B U I L D I N G W I T H V I S U A L S

King of the Brand | The Art & Science of Brand/Community Building With Visuals

Marketing

Transcript of King of the Brand | The Art & Science of Brand/Community Building With Visuals