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BUSINESSBUSINESS
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BLUEISLANDS' INFLIGHT MAGAZINEISSUE27 89BLUEISLANDS' INFLIGHT MAGAZINE88 ISSUE27
newspapers. There is no doubt that infographics have become
the new cool, transcending business and consumer arenas and a
mixture as such as shown by the XFactor infographics (pictured
right) with fever pitch distant upon the horizon with figures,
research and statistics being given a new lease of life.
Top tips in creating an infographic
Businesses need to think about a story and theme to reach
audiences through facts, figures, research, imagery and so on
that can be produced by them, and indeed for the infographic.
The data, research and analysis to help produce it are equally
important, if not more so. Therefore, this needs to be kept in mind
in order to bring the best information forward and make sure it
meets objectives and brings value and usefulness to recipients.Initially, sketching out themes (even on paper to begin with if this
helps) from the analysis to convey the above ensures that it will
be interesting, easily digestible and unique.
It's never been such a great time to communicate brand
messages, products and services in creative ways with graphical
representations of complex data, or infographics becoming
valuable collateral to do so. More importantly, there are ways
to share infographics (also known as data visualisations) across
social media environments quickly and extremely easily.
Infographics have been with us for longer than online resources
such as website http://visual.ly would lead many to believe.
Previously known as information graphics, early forms of
representing imagery date back to 7500 BC, and there hasn't
been any looking back.
With sensible comms to support it, an infographic and your
brand, can benefit from longevity via social media and universalsearch. In addition to this, if positioned correctly (by embracing
objectives outlined from the outset) they can effectively
reach traditional offline quarters such as print magazines and
MAKING THEMOST OFINFOGRAPHICSWHEN IT COMES TO DIGITAL, IMAGES AND PICTURES ARE CERTAINLY BACK IN THE FRAME. TIM GIBBON, DIRECTORAT COMMUNICATIONS CONSULTANCY ELEMENTAL, EXPLAINS ALL ABOUT THE NEW TOOL THAT IS INFOGRAPHICS.
What makes an infographic successful?
It may sound obvious, but businesses need to understand what
an infographic is and what they should achieve. Avoiding poor
interpretation of infographics is a must. Instead, it should be
imaginative and be obvious what it's striving to achieve. Unclear
statistics without explanation/s or sufficient sources linking back
to the resources cast doubt, dilute credibility and kudos, not leastserving to confuse audiences. So, above anything else, the sums
have to add up and the concepts must make sense.
Making infographics visible
After taking the time to research, analyse and present data
beautifully, businesses need to maximise time spent in letting
audiences learn about it. The most obvious choice would to be
to use an infographic directory such as Visual.ly where there is an
established community used frequently by bloggers, media and
now target audiences. With social media sharing tools and embed
functionality, infographics have become shareable across various
environments, providing the flexibility for users to share as they
wish. With this medium being surprisingly long established, there
are infographic resources and blogs that businesses can reach
out to in order to secure reviews and article coverage, but which
shouldn't exclude offline media.
31%29%
15%25%
A ST UDY B Y TH E IN TEGE R GR OUP
TheIn tegerGroups newest consumerstudy, TheComplex Shopper,
goes in depth toundersta ndand revealthe motivations andin teractions
that driveshoppers duringa consideredpurchase decision.
HOW WELL DO YOU REALLYKNOW YOUR SHOPPERS?
i i i , i , . ?
Theresearch providedfo ur distinct shopper profiles.Eachgroupexhibits different
behaviors as theymovethrougha considered purchasedecision-making process.
SOCIAL ADVENTURERPASSIVE PURCHASER
EXPERIENCE LOVER
THE FOUR SHOPPER PROFILES
1,600+Consumers Surveyed
Nationally
I
v i i t th t r r
i n i n i r t i n .h r r
u r h i n th i n
v ri t l :
untr
r l i n t u r
t h i r h i th t hi u r h ;
II
Shopping islike a
treasurehunt whereI get
to createmyownmap.
Shopping islike going to an
icecreamshopandsampling
allthe different flavors.
Shopping islike
getting a haircut. I canonly
put it offfor so long.
SOCIAL MEDIA USAGE
BRAND RELATIONSHIP
TIME SPENT RESEARCHING
+
+
+
-
-
-SOCIAL MEDIA USAGE
BRAND RELATIONSHIP
TIME SPENT RESEARCHING
+
+
+
-
-
-
+
+
+
-
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-SOCIAL MEDIA USAGE
BRAND RELATIONSHIP
TIME SPENT RESEARCHING
SOCIAL MEDIA USAGE
BRAND RELATIONSHIP
TIME SPENT RESEARCHING
+
+
+
-
-
-
FRETTING FRUGAL
Shopping islike writing a
termpaper I dont want to
do it, but I knowI haveto.
SHOPPINGEMOTIONS
Satisfiedwith purchases
Excitedandhappywhen shopping
Feels smart andproudabout decisions
SHOPPINGEMOTIONS
Often frustratedwiththeexperience
Feels overwhelmedwith decisions
Nervous about makingwrongdecisions
SHOPPINGEMOTIONS
Experiences allemotionsfromanxiousness topride
Perceives herselfasfashionable
Cares what others thinkabout thepurchase
Readsand trustsuser-generated
product reviews?
WWW.
Wantsa socialrelationship withyour company?
?
Wantsa painlesstransactionthat getsthem inandout of your
storeas quickly aspossible?
$ THX!BYE.
Worriesaboutmaking the
wrong purchase?
#?*!
DO YOU KNOW WHO ...
SHOPPINGEMOTIONS
Not emotionally tiedtoproducts orcompanies
Feels littletonoemotionwhen shopping
Doesn't carewhatothers think
Image Elemental Comms Image Interger GroupImageVisual.ly
BUSINESS
ImageKellyOCG
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BLUEISLANDS' INFLIGHT MAGAZINE90 ISSUE27
Measurement and the value that can bebrought to businesses
Businesses need to consider the influence marketing, PR and
social media activity has upon infographic promotions, drawing
upon processes and metrics that it may already have in place.
There are benefits to a business in simply conveying the brand,
its products, services and more in a fresh and even innovative
way. Infographics can be shared socially which can drive, enhance
and/or support promotional collateral by digital or traditional
promotions in a heartbeat if managed correctly. If communicated
well within digital environments, a business can also benefit from
social and universal search, consistently driving relevant and
qualified traffic to destinations.
Infographics shouldn't focus on selling; goals should be
richer and deeper than this and should be determined by the
aforementioned and indeed the audience.
The potential of infographics are endless, but businesses need tobalance this interest with caution, ensuring they're created and
communicated with care, not forgetting what they are essentially
about. A sales forecast should be the last thing in mind, unless
it's actually about a sales forecast. It's more of a subtle approach
to data and information sharing with storytelling, rather than
ramming statistics and figures down audiences' throats in the
pursuit of a sale. Think bigger and greater than this.
@elementalcommsTIM GIBBON
CORPORATE & COMMERCIAL / TRUST & FIDUCIARY / FUNDS
INSURANCE /PROPERTY/ DISPUTE RESOLUTION/INSOLVENCY
www.babbelegal.com
PO Box 69, 18-20 Smith StreetSt Peter Port, Guernsey GY1 4BLTel +44 (0)1481 713371
Perspective
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Although social media is the buzzword of the moment, it has real
and tangible business benefits.
A recent Pricewaterhouse Cooper whitepaper highlighted how
businesses were failing to manage social media, which, for the
most part, isn't surprising. The paper revealed that although B2B
companies were investing between 270,000 and 1.2 million in
social media, the infrastructure to manage it was not in place, nor
were systems to measure its return on investment (ROI).
Measurement of your company's perception (offline and onlinePR) and now social media have always been grey areas, and
convincing senior management of its value is a difficult task
when they can't see the hard numbers. With improvements in
technology, measurement is becoming more of a science than an
art, but it can still be a challenge convincing the powers that be
upstairs that investing in the use of social media is a huge benefit
to the business.
Successsful buy-in
Social media buy-in is important because it - more so thand k i h ld d h h ll f f
approach that seeks to create longevity for an organisation,
working across departments.
The journey
When the journey is clear for the decision makers, it paves the
way for success and you're on the way to getting a foot in the
door. It's important to stress that any social media strategy,
as the space is developing so rapidly, should be flexible. There
will be new channels that arise and most likely create some
bumpy roads ahead with the 'prevention before cure' approachonly affording a certain amount of protection. Building possible
scenarios into the strategy that explore, balance and mange
expectations will educate senior management and the board that
the journey ahead will not be without changes and challenges.
Results are the language of finance directors, senior management,
the board and a number of other stakeholders, and it would
therefore be prudent to provide regular reports. Creating bite size
reporting from measurement that addresses the pre-determined
goals meeting outlined key performance indicators (KPIs) can
produce actionable decisions. Who doesn't love a great chart,
ACHIEVINGSOCIALMEDIA BUY-IN
ACROSS THEBOARDTIM GIBBON, DIRECTOR AT COMMUNICATIONSCONSULTANCY ELEMENTAL EXPLAINS HOW TOACHIEVE SOCIAL MEDIA BUY-IN FROM SENIORMANAGEMENT AND YOUR BOARD - TO CREATECOMMS HARMONY WITHIN AN ORGANISATION.
BUSINESS
TIM GIBBON
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Phil Hall on thepower of PR
Women in BusinessThe 'Credit Crunch'
InnovationBill Midgley column
TODAYwww.ukbusiness-today.co.uk | Issue 4 | 2009
business
ONLINE PR
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PR in the ONLINE ageTim Gibbon discusses how public relations haschanged forever and constantly evolves in theonline age
The time-old profession of publicrelations (PR) needed a massivewake-up call due to the rapiddevelopment of the digitallandscape, technology and how
people wish to receive andconsume media.
Audiences not only consume media -they create, report and share it, whichhas presented challenges for the PRs thatthey have never experienced before. PRsnot only need to adapt, they have beenforced to accept change, and in most
circumstances it has been a difficultexperience - particularly for largenetworks - to embrace the new breed incommunications.
The two mediums that have had animpact are online PR and social mediathat are actually closely related; evencreating a cross-over of skills. In additionto this, with the quick growth of theinternet and related technologies there
RECLAIMING ONLINE PR ANDSOCIAL MEDIAWith the development of more marketingtechnologies, online resources, sites andparticularly socially driven hubs, PRs claim
that the lines are blurred between online PRand social media. This is an inaccurateassessment given that there has been acrossover in skill sets, namely online PR,public relations, search marketing (searchengine marketing), social media marketingand viral marketing for a number of years.
Instead there is the need to integrate thedisciplines, which requires public relations
professionals to skill up and reclaimdisciplines that naturally suit their skillsets. If not, the above will continue toencroach on their territory whereconversation, dialogue and media relationsare important for online PR and socialmedia.
So what is the difference between onlinePR and social media marketing and why is
it important to understand?
the social media press release arrived, thatwas more bark than bite and failed to livedup to expectations. The release was in factflawed given that it required an attachmentto be used for some early releases which
pushed against the grain of fundamentalsocial media relations.
Although the early versions of the socialmedia press release failed to deliver for PRs,newswires in particular have used elementsof social media (e.g. social book marking,tags, video, news engine SEO) toincorporate them into their services. Giventhey are press releases, one has to question
do they fully flow into the social mediaecosystem, even if there are elements ofthem that are useful and even essential formedia use. Instead, intelligent social mediarelations creates relationships betweenstakeholders and brands, using theaforementioned as conduits to reach,understand and most importantly interactwith audiences.
THE MAJOR CHALLENGES THAT
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