Visual Social Marketing For Dummies

341 Pages·2014·25.993 MB·English

by  Krista Neher

Business & Economics/Marketing/Social Media
Making Everything Easier!™
Your roadmap to success with V Visua l Socia l
Open the book and find:
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visual social marketing to grow your business? This book with visual social marketing S
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• Tips on creating powerful
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• How to tweet your way to success
• Put together a strategy — get started with your strategy, then with images on Twitter a
execute your plan with tools, tips, and tricks of the trade
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• The best ways to use Pinterest®
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• Integrate images — discover the best ways to use images in to drive interest
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• How to create stunning photos t
• Marketing the visual way — find out how to use visual social with Instragram i
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networks to truly drive business
• Advice on posting videos online g
• Launch into video marketing — discover how to use YouTube®
and other video sites to share videos, build your brand, and
engage users online Cover Image: ©iStockphoto.com/scanrail
Learn to:
Krista Neher is the CEO of Boot Camp Digital, author of the bestselling • Market your brand on image-based
Social Media Field Guide, and an international speaker. She spent over five platforms such as Pinterest and
years working at Procter & Gamble on some of the biggest brand Instagram
launches and is now a leading consultant, speaker, and educator on
social media marketing. Go to Dummies.com® • Use infographics, presentations,
video, and other visual tools
for videos, step-by-step photos,
how-to articles, or to shop!
• Integrate images into Facebook®
and Twitter®
$24.99 USA / $29.99 CAN / £17.99 UK
• Set marketing goals and measure
ISBN:978-1-118-75348-4
effectiveness
52499
Krista Neher
9 781118753484 Neher Author of Social Media Field Guide
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Visual Social
Marketing
by Krista Neher
Visual Social Marketing For Dummies®
Published by: John Wiley & Sons, Inc., 111 River St., Hoboken, NJ 07030-5774, www.wiley.com
Copyright © 2014 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Control Number: 2013948032
ISBN 978-1-118-75348-4 (pbk); ISBN 978-1-118-77225-6 (ebk); ISBN 978-1-118-77226-3 (ebk)
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
About This Book ..............................................................................................1
Foolish Assumptions .......................................................................................2
Icons Used in This Book .................................................................................3
Beyond the Book .............................................................................................3
Where to Go from Here ...................................................................................4
Contact Us! .......................................................................................................5
Part I: Getting Started with Visual
Social Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Chapter 1: Marketing in the Age of Visual Content . . . . . . . . . . . . . . . . . 9
Defining Visual Social Marketing .................................................................10
Appreciating the Marketing Potential of Visual Social Marketing ...........11
Building deeper connections..............................................................11
Increasing the believability of your marketing ................................12
Communicating more quickly ............................................................13
Evaluating how viewers process visual elements ...........................13
Digging in to see how visual elements attract results
on social networks ...........................................................................14
Recognizing the challenges facing social media marketers ..........16
Overcoming the clutter .......................................................................17
Examining the Key Applications of Visual Social Marketing ....................19
Applying images on social networks .................................................19
Applying images on visual social networks ......................................19
Applying visual elements on websites ..............................................20
Determining the Copyright Status of Visual Elements ..............................22
Images and videos: Embedding versus uploading...........................22
Avoiding legal issues when taking your own
photos and videos ............................................................................23
Chapter 2: Generating Website Traffic from Visual
Social Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Examining How Websites Are Shared Across a Few Popular
Social Networks ..........................................................................................26
Optimizing your website to generate traffic from Pinterest ..........30
Examining how search engines display images and videos ...........34
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Visual Social Marketing For Dummies
Preparing a Website to Generate Traffic from Visual
Social Marketing .........................................................................................35
Assessing the pages on your site that may be shared ....................35
Generating images for website pages ................................................37
Chapter 3: Developing a Visual Social Marketing Plan . . . . . . . . . . . . 39
Researching Your Category or Industry .....................................................40
Defining Your Marketing Goals ....................................................................41
Link to broader marketing goals ........................................................42
Build brand awareness ........................................................................42
Attract website traffic .........................................................................43
Grow sales.............................................................................................44
Engage customers ................................................................................45
Knowing Your Customers .............................................................................46
Developing Your Visual Content Plan .........................................................47
Evaluating the quality of the content you create ............................48
Recognizing resources and constraints ............................................49
Choosing between do-it-yourself and hiring a professional ...........50
Selecting the right image-oriented social networks ........................51
Assessing Your Visual Inventory .................................................................51
Creating and Sharing Visual Assets .............................................................52
Tracking, Measuring, and Adjusting Your Strategy ..................................52
Assessing your results on the fly .......................................................53
Building in testing ................................................................................54
Part II: Putting Together a Visual Social
Media Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Chapter 4: Acquiring and Organizing Visual Assets . . . . . . . . . . . . . . . 59
Searching Your Resources for Visual Assets .............................................60
Taking inventory of existing visual elements ...................................60
Shooting photos and videos ...............................................................60
Employees .............................................................................................62
Customers .............................................................................................63
Hiring professionals.............................................................................66
Exploring free, licensed image sites ..................................................66
Paying via a licensed image site .........................................................68
Building a Visual Library ..............................................................................68
Turning Content into Visual Assets ............................................................69
Chapter 5: Tools, Tips, and Tricks for Creating Visual Assets . . . . . . 73
Taking Outstanding Photos ..........................................................................74
Selecting Photo Editing Tools ......................................................................76
Free photo editing tools ......................................................................76
Paid editing tools .................................................................................78
Mobile editing tools .............................................................................79
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Table of Contents
Benefiting from Free and Simple Ways to Create Images .........................80
Presentation software .........................................................................80
Smartphone or tablet ..........................................................................83
Writing or drawing on paper or boards ............................................85
Image sharing sites ..............................................................................85
Creating Videos ..............................................................................................86
Free video editing tools.......................................................................87
Paid video editing applications ..........................................................88
Part III: Integrating Images into Your
Social Media Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
Chapter 6: Driving Engagement on Facebook with Images . . . . . . . . . 91
Images Required on Facebook Pages ..........................................................92
Optimizing profile photos ...................................................................92
Optimizing cover photos ....................................................................94
Images in Posts ..............................................................................................95
Editing Facebook post images ............................................................96
Optimizing Facebook post images .....................................................98
Images Generated from Links ......................................................................99
Choosing the Image to Accompany a Link ...............................................100
Videos on Facebook ....................................................................................101
Uploading videos to Facebook .........................................................101
Sharing YouTube videos on Facebook ............................................103
Chapter 7: Generating Interest with Visual Content
on Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
The Images Required for Your Twitter Account .....................................106
Optimized profile photos ..................................................................107
Changing header and background images
and the color scheme ....................................................................108
Header image ......................................................................................110
Background image and color scheme .............................................111
Visual Content in Status Updates ..............................................................115
Photos in status updates ..................................................................116
Videos in status updates ...................................................................117
Visual status updates ........................................................................117
Chapter 8: Improving Your Blog with Visual Content . . . . . . . . . . . . . 119
Driving Traffic to Your Blog with Visual Content ...................................120
Implementing best practices for adding images to your blog .....121
Planning a strategy for posting images on your blog ....................121
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Visual Social Marketing For Dummies
Telling Your Story with Images ..................................................................123
Uploading images to your blog ........................................................123
Linking to an image in your blog post .............................................125
Engaging Readers with Videos on Your Blog ...........................................126
Uploading videos to your blog .........................................................126
Embedding a video on your blog .....................................................127
Chapter 9: Drawing Attention to LinkedIn with Images . . . . . . . . . . . 129
Enhancing Your LinkedIn Profile with Visual Content ............................130
Adding or changing your profile image...........................................130
Optimizing your profile photo .........................................................132
Adding images to the body of your profile .....................................132
Including images in status updates .................................................134
Optimizing Your LinkedIn Company Page with Visual Content ............135
Harnessing photos on your LinkedIn company page ....................135
Including images in LinkedIn products
and services descriptions .............................................................137
Part IV: Marketing via the Visual Social Networks . . . . . . 141
Chapter 10: Growing Your Business with Pinterest . . . . . . . . . . . . . . 143
How Businesses Are Using Pinterest ........................................................144
Exploring Pinterest ......................................................................................146
Understanding your profile settings ...............................................146
Knowing key profile statistics ..........................................................148
Making Pinterest Boards That Get Results ..............................................149
Creating boards ..................................................................................150
Creating group boards ......................................................................152
Optimizing Pinterest boards ............................................................153
Choosing the cover Pin of a Pinterest board .................................155
Pinning Images on Pinterest .......................................................................156
Uploading a pin ..................................................................................157
Pinning a website (on Pinterest) ......................................................158
Using the Pin It button on a website ...............................................159
Installing the Pin It browser plug-in ................................................160
Repinning other pins .........................................................................161
Uploading versus pinning from a website ......................................162
Optimizing pins ..................................................................................162
Promoted pins ....................................................................................164
Building Community on Pinterest .............................................................164
Exploring Pinterest content ..............................................................165
Interacting with Pinterest pins, boards, and pinners....................166
Driving Website Traffic With Pinterest .....................................................168
Finding content pinned from websites ...........................................168
Making your website Pinterest-friendly ..........................................169
Pinterest website analytics ...............................................................170
vii
Table of Contents
Chapter 11: Instagramming Your Way to Success
in Visual Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173
Exploring Instagram ....................................................................................174
Benefitting from using Instagram.....................................................174
Evaluating how businesses use Instagram .....................................175
Navigating Instagram .........................................................................176
Breaking down your profile on Instagram ......................................177
Taking and Editing Photos and Videos with Instagram ..........................178
Editing your Instagram photos ........................................................180
Capturing Instagram videos .............................................................183
Sharing Instagram Photos and Videos ......................................................185
Optimizing the caption on your post ..............................................185
Maximizing your exposure with hashtags ......................................186
Building an Audience on Instagram ..........................................................187
Finding relevant Instagram users ....................................................188
Interacting with users on Instagram................................................189
Creating great-looking content for Instagram ................................190
Viewing Instagram Photos on a Computer ...............................................192
Instagram.com ....................................................................................192
Statigr.am ............................................................................................193
Instagram photos on a computer ....................................................194
Chapter 12: Sharing Presentations on SlideShare . . . . . . . . . . . . . . . 197
Recognizing the Benefits of Using SlideShare ..........................................197
Getting Started with SlideShare .................................................................199
Creating a SlideShare account .........................................................200
Uploading a presentation to SlideShare..........................................202
Exploring Advanced Upload Options ........................................................206
Uploading audio .................................................................................206
Adding YouTube videos ....................................................................207
Optimizing SlideShare Presentations ........................................................208
Building an Audience on SlideShare .........................................................209
Following other users ........................................................................210
Interacting with other users .............................................................211
Sharing SlideShare Presentations ..............................................................213
Integrating SlideShare into LinkedIn, Facebook,
and Google+ ....................................................................................213
Embedding presentations into your blog or website ....................214
Chapter 13: Using Infographics to Share Your Story . . . . . . . . . . . . . 217
Introducing Infographics ............................................................................218
Recognizing the Value of Infographics .....................................................219
Driving traffic ......................................................................................219
Generating links .................................................................................220
Content for social networks .............................................................220
Exposure .............................................................................................222
Sales .....................................................................................................222
viii
Visual Social Marketing For Dummies
Options for Designing an Infographic .......................................................223
Creating it yourself ............................................................................224
Hiring a designer ................................................................................225
Hiring an infographics company ......................................................225
Creating an Infographic ..............................................................................226
Brainstorming and defining the topic .............................................227
Researching and finding data points ...............................................228
Building the story ..............................................................................229
Designing the infographic .................................................................229
Promoting your infographic .............................................................230
Part V: Launching into Video Social Media
Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Chapter 14: The Big Picture: Marketing with Videos . . . . . . . . . . . . . 235
Understanding the Importance of Video ..................................................236
Enhancing your website with videos ..............................................236
Building your brand on video sharing sites ...................................238
Sharing videos on other social networks .......................................239
Harnessing user-generated videos ..................................................240
Building a Video Plan ..................................................................................240
Creating videos ..................................................................................242
Following video best practices ........................................................244
Finding video inspiration ..................................................................245
Getting Realistic about Your Video Marketing Strategy .........................247
Recognizing the reality of viral videos ............................................247
Promoting your videos ......................................................................248
Chapter 15: Video Marketing on YouTube . . . . . . . . . . . . . . . . . . . . . . 251
Growing Your Business with YouTube .....................................................252
Getting Started on YouTube .......................................................................253
Navigating YouTube ..........................................................................254
Setting the upload default settings ..................................................255
Optimizing your InVideo programming ..........................................256
Editing the advanced settings ..........................................................256
Updating other fields on your channel ...........................................257
Uploading Videos for YouTube ..................................................................259
Optimizing your videos .....................................................................261
Completing the basic information about your video ....................262
Making the most of advanced settings for videos .........................263
Editing videos after uploading .........................................................264
Getting More from YouTube ......................................................................268
Connecting with the YouTube community .....................................269
Sharing YouTube videos ...................................................................269