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Consumers Are Talking About Your Brand With Photos. Are You Listening? - PRE DRAFT- Visual Listening: Capturing the Full Conversation around your Brand. June 9th, 2015
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Consumers Are Talking About Your Brand With Photos. Are You Listening?
- PRE DRAFT-
Visual Listening: Capturing the Full Conversation around your Brand.June 9th, 2015
Consumers Are Talking About Your Brand With Photos. Are You Listening?
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Today’s Presenters
Eric Berkowitz, VP of Product Strategy, TracxTwitter: @Tracx
Ben Shannon, Marketing Manager, DittoTwitter: @DittoLabs
Consumers Are Talking About Your Brand With Photos. Are You Listening?
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To join the conversation, tag your social posts with
#TracxDittoPhotoListening
Join The Conversation!
Consumers Are Talking About Your Brand With Photos. Are You Listening?
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• Every day 1.8 BILLION images are shared on social media.
The Social Image Revolution
Mary Meeker 2014 Internet Trends Report
Visual Listening: Capturing the Full Conversation Around Your Brand
Consumers Are Talking About Your Brand With Photos. Are You Listening? 5
Tracx Database Growth
13-12 14-01 14-02 14-03 14-04 14-05 14-06 14-07 14-08 14-09 14-10 14-110
1000000000
2000000000
3000000000
4000000000
5000000000
6000000000
7000000000
8000000000Pinterest
SinaWeibo
LinkedIn Company
Odnoklassniki
MoiKrug
VKontakte
FlickrGroup
YouTube
Blog
Tumblr
FacebookEvent
Forum
Flickr
FacebookPage
Place
Retail sites
LinkedInUser
FacebookGroup
PublisherMedia
Total
Visually-based networks are driving database growth
Dec. ’13 Jan. ’14 Feb ’14 Mar. ’14 Apr. ‘14 May ’14 Jun. ‘14 Jul. ’14 Aug. ’14 Sept. ’14 Oct. ’14 Nov. ‘14
Consumers Are Talking About Your Brand With Photos. Are You Listening?
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• A picture is worth a thousand words! Accordingly, photos capture
passions and emotion, and many end up including brand logos.
The Social Image Revolution
Consumers Are Talking About Your Brand With Photos. Are You Listening?
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• Yet marketers are currently missing the significance of these images, as
85% of photos that we surface don’t reference the brand in text.
The Social Image Revolution
No reference toBolthouse Farms
No reference to Uber
No reference toPampers
Consumers Are Talking About Your Brand With Photos. Are You Listening?
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• Plus, less than 2% of social media users posting these pictures actually
follow the brands that they reference.
The Social Image Revolution
@benandjerrys followers
237,000
People who have a B&J
photo and follow brand3,555 (1.5%)
People showing B&J in their photos
123,725
29,625
People who mention “Ben”
or “Jerry” in text
Consumers Are Talking About Your Brand With Photos. Are You Listening?
LANDSCAPEPedro Reworking ContentEnter Visual Search for Social
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• Scours public platforms (currently Twitter, Instagram, Tumblr) processing millions of photos daily
• Finds tiny, obscured and upside-down logos in cluttered environments
Consumers Are Talking About Your Brand With Photos. Are You Listening?
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• Studies show that the human brain retains only 20% of text, but 80% of
visuals.
• A 2014 Twitter study found that including images in posts results in a
35% increase in retweets.
• In 2014, half of the data Tracx collected came from Instagram.
• 76% of millennials share visual-based content.
• Brands, marketers and community managers need a way to target,
analyze and act upon these images.
Why Should You Care?
Consumers Are Talking About Your Brand With Photos. Are You Listening? 1
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PRODUCT INNOVATION
• Concept Testing• Creative Ideation
SALES• Acquisition Points• Targeting• Lead Generation• Consumption Funnel
MARKETING• Display Buying• Influencer Marketing• Content Publication
CUSTOMER SUPPORT• Social Outreach
• Brand Monitoring• CRM Workflow
PUBLIC RELATIONS• Reputation Management• Influencer Measurement
• Crisis & Issues Management
RESEARCH AND INSIGHTS• Campaign Measurement• Audience Management
• Competitive Analysis
Cross-Enterprise Use Cases
Consumers Are Talking About Your Brand With Photos. Are You Listening?
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Tracx and Ditto Partnership
• The Tracx|Ditto integration combines best-in-class image
recognition with enterprise-level social media management.
• The value of the integration falls into 2 categories:
• Data – combining text and image based collection
• Insight – combining text and image based analysis
Consumers Are Talking About Your Brand With Photos. Are You Listening? 13Visual Listening
Use Cases
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Customer Care
Images and Text reveal different insights about customer experience, and
help reveal the full picture of consumer satisfaction.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Customer Care – Text Content
• Complaints from consumers in
the midst of travel are
commonly expressed as text.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Customer Care – Image Content
• Most consumers use photos to document their excitement about
traveling, share where they are going and how they are getting there.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Customer Care – Image Content
• Photos featuring American Airlines tend to be more positive about the travel experience and destination.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Customer Care – Image Content
• But there are opportunities to improve a customer’s experience
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Customer Care – Key Learning’s
• Without analyzing both text and images we miss the full picture of consumer
perception.
• Focusing on text surfaces the negative.
• Focusing on images reveals more positive moments and moments of delight.
• Consumers are less likely to address the brand directly when they’re happy.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Marketing
Combining image and text analysis helps marketers surface and
understand opportunities.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Marketing – Text Content
Compare mentions of different Ben & Jerry’s flavors.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Marketing – Image Content
• Images provide rich context on sentiment, use occasions and pairings and opportunities to harness UGC.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Marketing – Image Content
• Ben & Jerry’s ice cream is most commonly photographed in people’s
hands showing their favorite flavor choice.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Marketing – Image Content
• The top flavor of choice in photos is The Tonight Dough. It’s hard to
find, but so worth it to consumers.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Marketing – Image Content
• Ben & Jerry’s ice cream is also a source of comfort and reward.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Marketing Insights – Key Learning’s
• Image recognition reveals product placement.
• Text with images show instances of consumer creativity, innovation & brand
love.
• With text analysis we can compare volume of mentions across different
products, and compare this data with images shared.
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Photo Use Cases – Research & Insights
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Photo Use Cases – Research & Insights
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Photo Use Cases – Research & Insights
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Photo Use Cases – Research & Insights
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Use Cases – Public Relations
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Use Cases – Public Relations
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Use Cases – Public Relations
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Use Cases – Sales
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Use Cases – Sales
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Use Cases – Sales
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Use Cases – Product Innovation
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Other Use Cases – Product Innovation
Consumers Are Talking About Your Brand With Photos. Are You Listening?
Stop by for a Demo!
To receive a demo, visit the Tracx booth or contact us at [email protected]
Consumers Are Talking About Your Brand With Photos. Are You Listening? 40Visual Listening
THANK YOU!
