JASON LANKOW@jasonlankow

#ThreadSummit

Column Fivecolumnfivemedia.com@columnfive

THE EXCAVATION:

Digging Deep to Mine for Powerful

Visual Content

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JASON LANKOW

Co-founder of Column Five, a visual content marketing agency specializing in infographic design and data visualization (CA/NY)

Co-author of Infographics: The Power of Visual Storytelling (Wiley, 2012)

Professor of Information Visualization, Columbia University

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ABOUT COLUMN FIVE

We do good work with good people. Throughtrusting partnerships, we build, distribute and automate powerful visual content that educates, engages and inspires.

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CONTENTSTRATEGY

INFOGRAPHICS

VIDEO DIRECTION& PRODUCTION

DATA VISUALIZATION INTERACTIVEINFOGRAPHICS

VISUAL LANGUAGEAUTOMATION

PRESENTATIONDESIGN

MOTION GRAPHICS

SERVICES

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PARTNERS

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WHAT I WANT YOU TO LEARN

1E-BOOK

1INFOGRAPHIC

2MINI GRAPHIC

VIDEO Q & A

3NEWSLETTERS

SLIDESHARE 1BLOG POST

7PILLAR CONTENT

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Why Does Visual Communication Work?

We can acquire more information through our visual system than through all other senses combined. (Colin Ware)

EFFICACY

1. APPEAL

2. COMPREHENSION

3 RETENTION

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RETENTION

Academic/Scientific

Key

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2

1

COMPREHENSION

APPEAL

Marketing

Editorial

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http://vimeo.com/29684853

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PART I:

MYTHS, TRUTHS AND HALF-TRUTHS ABOUT THE BELOVED SCOURGE OF THE INTERNET:

INFOGRAPHICS

MYTHS

1. WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC

2. EVERYTHING SHOULD BE VISUALIZED

3. THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT

4. INFOGRAPHICS ARE EASY TO CREATE

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MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC

MYTHInfographics are successful because

they look good.

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MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC

But I want one.

MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC15

REALITYSuccessful infographics are crafted with great

thought and intent.

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MYTH 2: EVERYTHING SHOULD BE VISUALIZED

MYTHBecause infographics are everywhere, every

piece of communication should be made visual to make it more “digestible.”

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MYTH 2: EVERYTHING SHOULD BE VISUALIZED

REALITYVisual content should be created to serve

specific communication needs/goals.

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MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT

MYTHInfographics were powerful because they were new and everyone loved them, but now they are old.

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MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT

REALITYInfographics have been around for a long time. Their application in digital content marketing is new, but they have been effective for centuries.

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MYTH 4: INFOGRAPHICS ARE EASY TO CREATE

MYTHIt’s just pictures and words. Anyone can create them. In fact, this guy over here is doing them

for $999.99.

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MYTH 4: INFOGRAPHICS ARE EASY TO CREATE

REALITYGood visualization is effective when you know who you are communicating to and why—and

you think about that audience first.

INFOGRAPHIC EXAMPLES22

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Twin Sisters Peak=Devil ’s Thumb Trailhead

4th of JulyTrailhead

Klondike Peak

Mt. Audubon

Long Lake

Blue Lake

Bald Mountain

Porphyry Mountain

HeilValleyRanch

LefthandCanyon

Sugarloaf Mountain

NCAR

Arikaree Peak

Apache Peak

Bear Peak

EldoradoSprings

Pool

Boulder Canyon Road

4th of JulyRoad

Peak to Peak Highway

Peak to Peak Highway

Overland Road

James Canyon Drive

Lefthand Canyon Drive

North Boulder

Lee HillDrive

Olde StageRoad

Flagsta� Road

EldoradoSpringsDrive

Magnolia Road

Coal CreekCanyon Road

Sugarloaf Road

Caribou RanchOpen Space

Eldora SkiResort

Buckeye MountainTowheeTrailhead

BighornMountain

GrossReservoir

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17 34 8

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C R E A T E D B Y C O L U M N F I V E A P P L I E D T R U S T . C O M

BOULDER IS FOR FUN

A COLLECTION OF OUTDOOR ADVENTURES

N

S

EW

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N40 08.958 / W105 18.009 (Lichen Loop Trailhead)

LICHEN LOOP AT HEIL VALLEY RANCH

You’ve got kids, and they’ve got tiny legs. Want to get them outside the digital sphere, off their tablets, and into the fresh air? Take them on

Lat . /Lon.:

TRENT R. HEIN

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N40.32043 / W105.6078

SPRAGUE LAKE LOOP

picturesque scenery of America. It’s understandable, and you've come

peace of mind you’re actively pursuing.

Lat. / Lon.:

PAUL NELSON

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N39 56.326 / W105 15.493 (South Mesa Trailhead)

BEAR PEAKLat. / Lon.:

BRYAN BECKER

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N39.997198 / W105.309058

UTE TRAILLat. / Lon.:

DIEGO SANCHEZ

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N39 56.326 / W105 15.493 (South Mesa Trailhead)

NCAR TRAILHEAD

enough for one day, friend.

Lat. / Lon.:

NED MCCLAIN

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N40.007187 / W105.333232

CANYON LOOP TRAIL

dog can ride a mountain bike, then there’s no need to listen to this.

Lat. / Lon.:

BRIAN BEGLIN

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N39 55.845 / W105 17.654ELDORADO CANYON TRAILLat. / Lon.:

AARON OTT

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N39 59.714 W105 38.0524TH OF JULY TRAIL

strong conversational skills. And maybe ingredients for s’mores. They’re delicious.

Lat. / Lon.:

RANDY ELSE

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N39 57.069 / W105 20.262WALKER RANCH LOOP TRAILLat. / Lon.:

STEVE HATHAWAY

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N39.960598 / W105.395751FORSYTHE CANYON TRAIL

salmon, and huge tiger muskies. If you bring food and drinks, too, you

Lat. / Lon.:

RYAN HARTKOPF

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N40 18.621 / W105 38.419

GLACIER GORGE TRAILHEAD TO THE LOCH TO SKY POND IN ROCKY MOUNTAIN NATIONAL PARKLat. / Lon.:

MATT KRIEGER

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N40.162138 / W105.463858T-33A CRASH SITE (4X4 TRAIL)

prepared for your friends to ask you all sorts of questions, too, like,

Lat. / Lon.:27

N39.959789 / W105.509599

CAROUSEL OF HAPPINESSLat. / Lon.:29

N40.075114 / W105.504191

MILL SITE INN

After a day of hiking and shaking your head from the disbelief of the natural beauty that surrounds you, you’re going to be exhausted and

Lat. / Lon.:31

N40 04.674 / W105 35.077

APPLIEDTRUSTLat. / Lon.:33

N39 57.278 / W105 36.192

LOST LAKE, HESSIE TRAILHEAD (NEDERLAND)Lat. / Lon.:

BETH MCELROY

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N40 05.001 / W105 34.910 (Mitchell Lake Trailhead)

BRAINARD LAKE TRAILLat. / Lon.:

DAN MACKIN

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N40 04.674 / W105 35.077

LONG LAKE TRAILHEAD TO LAKE ISABELLE TOISABELLE GLACIER IN INDIAN PEAKS WILDERNESSLat. / Lon.:

TYLER BELL

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N39 56.326 / W105 15.493 (South Mesa Trailhead)

BIG BLUESTEM / TOWHEE TRAIL

needing to pack a backpack, this hike is as convenient and ready to go

Lat. / Lon.:

CHRIS MCDERMOTT

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N39 59.930 / W105 16.970 (Chautauqua Park Trailhead)

ROYAL ARCH TRAILLat. / Lon.:

CHRIS ROSSI

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N39 55.904 / W105 16.228 (Eldorado Mountain Trailhead)

GOSHAWK FOWLER TRAIL

functions on the quiet and the serene.

Lat. / Lon.:

SAM LEATHERS

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N39 57.278 / W105 36.192 (Hessie Trailhead)

DEVIL'S THUMB LAKELat. / Lon.:

SCOTT SEIDEL

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N40 01.242 / W105 17.649 (Mt. Sanitas Trailhead)

MT. SANITAS

Whether you’re taking a special someone for a picnic or talking out Lat. / Lon.:

KASIM ESMAIL

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N39 57.597 / W105 14.230 (South Boulder Creek Trailhead)

BOULDER CREEK PATH

much a solid move for any situation.

Lat. / Lon.:

CHRIS BOPP

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N40.378325 / W105.488296

SOMBRERO RANCH IN ESTES PARKLat. / Lon.:

JACQUI PHENICIE

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N40 05.001 / W105 34.910 (Mitchell Lake Trailhead)BLUE LAKELat. / Lon.:

SEAN PEARCY

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N40.010700 / W105.571439RAINBOW LAKES CAMPGROUND

above you.

Lat. / Lon.:

JEFF WRIGHT

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N39.999739 / W105.471421PEEWINK MOUNTAIN 4X4 TRAILLat. / Lon.:

WHITNEY SATHER

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N39.977443 / W105.508811MUD LAKE TRAIL COMPLEX

need. If you need more, then please ignore the sentence prior.

Lat . /Lon.:

ALISEN BOL

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N39 59.714 / W105 38.052 (4th of July Trailhead)DIAMOND LAKE TRAILLat. / Lon.:

KATHRYN NEUGENT

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N39.961376 / W105.510831ELDORA SKI RESORTLat. / Lon.:28

N40.063233 / W105.409132

GOLD HILL INNLat. / Lon.:30

N40.015728 / W105.277018

BOULDER DUSHANBE TEA HOUSE

and infinite possibilities for good conversation over brunch. It’s the cheapest/only form of teleportation that currently exists.

Lat. / Lon.:32

N39.932632 / W105.279178

ELDORADO SPRINGS POOL

most popular resorts for young and old, alike.

Lat. / Lon.:34

KEY

Hiking Trail

Moderate

Ski Resort

AmusementRide

Restaurant

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M

Y

CM

MY

CY

CMY

K

Boulder trail map.lh FINAL 11.27.pdf 1 11/27/13 4:54 PM

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EMBED http://www.columnfivemedia.com/work-items/interactive-arab-me-dia-use

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MAKING IT INTERACTIVE

Interactive infographics are ideal for presenting vast amounts of data (or any information) in a clean, organized and logical manner. They

can be explorative, narrative or a combination of the two.

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What makes agood infographic?

The value of an infographic is determined by context and its effectiveness.

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Growth in popularity

Wild effectiveness at the novelty stage in digital content marketing led to oversaturation and wide ranges of quality and accuracy.

THE 3 ELEMENTS OF AN EFFECTIVEINFOGRAPHIC

SOUNDNESS

UTILITY

BEAUTY

B EAU T Y

SOUNDNE S S U T I L I T Y

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SOUNDNESSIt features accurate research, data and visualization.

EFFICACY

SOUNDNESS

UTILITY

BEAUTY

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UTILITYIt fulfills its purpose.

EFFICACY

SOUNDNESS

UTILITY

BEAUTY

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BEAUTYIt features pleasing design, shape and form.

EFFICACY

SOUNDNESS

UTILITY

BEAUTY

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All infographics are not created equal

Effective infographics must be conceived with a solid foundation.

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The roots of successfulcontent

Roots provide life to your ideas and guide your efforts.

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PART 2:ASSESSING YOUR FOUNDATION WORKSHEET

TAKINGINVENTORY OF

KEY FOUNDATIONALTHINKING FOR

YOUR BUSINESS

HOW WELL CAN YOU (AND YOUR TEAM)ARTICULATE EACH PIECE?

DOES IT STILL WORK FOR YOUR ORGANIZATION, OR DOES IT NEED UPDATING?

WHAT IS MISSING ALTOGETHER?

WHO WOULD BENEFIT FROM UNDERSTANDINGTHIS CORE INFORMATION?

WHAT WOULD IT LOOK LIKE FOR YOUR WHOLE TEAM TO BE EXCITED ABOUT THIS INFORMATION?

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Strengthen your foundational thinking and identify sources of powerful visual communication. Find opportunities to communicate

more than just what you do.

GOAL OF THEFOUNDATIONAL ASSESSMENT

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VISION/PURPOSE

Why are we going where?

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How are we going there? The ideal, yet practical “how?”

MISSION

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Who are we?

VALUES

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What is the story (or message) that guides your current efforts?

NARRATIVE

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FOCUS/POSITIONING

Where do we play? What does winning look like? What are our differentiators?

BUSINESS GOALS/OBJECTIVES

GOAL:

Build the first home subdivision on Mars

OBJECTIVE:

Build 50 homes by Feb. 21, 2016

GOAL:

Throw more Mars parties

OBJECTIVE:

Generate 5,000 qualified leads

MARKETING GOALS/OBJECTIVES

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WHO ARE WE TALKING TO? (AUDIENCE)

Rank in order of priority.

GOAL:

Create collateral to help people get their friends interested in Mars parties

OBJECTIVE:

Create a virtual home tour video by 4-1-14 to increase new home deposits by 25% YOY by 6-30-14

CONTENT GOALS/OBJECTIVES

PUTTING THISINTO PRACTICE

48PUTTING THIS IN PRACTICE: TELLING THE WHOLE STORY

GOAL: Create excitement and understanding around company vision; help team tell the Arrow story.

Arrow Graphic

PUTTING THIS IN PRACTICE: COMMUNICATING YOUR VALUES INTERNALLY

GOAL: Use visual content in our office to reflect and reinforce our Five Columns.

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PUTTING THIS IN PRACTICE: COMMUNICATING YOUR VALUES EXTERNALLY

GOAL: Use visual content in our office to reflect and reinforce our Five Columns.

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THANK YOUI want to hear from you.

Please email me at jlankow@columnfivemedia.com or schedule a call at bit.ly/calljason.