The Power of Visual Storytelling: How to Use Visuals, Videos, and Social

Make Your Mark in the World with the Five Success Principles of the World-Changing Social Media Site Wall Street Journal Bestseller! “If you want more out of work than just a job, if you have the burning desire to build something of lasting value, then this is your guide.” —DAVID MEERMAN SCOTT, bestselling author of The New Rules of Marketing and PR AVAILABLE IN PRINT AND EBOOK PRAISE FOR The Power of Visual Storytelling “ Smart marketers know that visual storytelling is “ If a picture is worth a thousand words, The the essential new skill in everything marketing Power of Visual Storytelling is worth a million.” and social. This book is not only a complete — SCOTT MONTY, Manager, Global Digital and overview of the breakout trend but, most Multimedia Communications, Ford Motor Company importantly, the key to doing it right, a total Right Hook!” “ Ekaterina and Jessica not only live visual market- — GARY VAYNERCHUK, New York Times ing, they help define it. If you’re in marketing or bestselling author of Crush It! and Jab, Jab, Jab, in any form of customer engagement, this book Right Hook is for you.” — BRIAN SOLIS, visual storyteller and author of “ A valuable guide to understanding how to What’s the Future of Business: Changing the Way develop powerful marketing programs using the Businesses Create Experiences art of visual storytelling.” — GUY KAWASAKI, author of APE: Author, “ A visually stunning, intelligent, and practical Publisher, Entrepreneur and former chief evangelist book, The Power of Visual Storytelling is the of Apple guidebook for innovative marketing in the digital era. This book has it all!” “ The Power of Visual Storytelling is the new mar- — CHIP CONLEY, founder of Joie de Vivre keting bible! Filled with proven examples and Hospitality and author of Peak practical how-tos, this book is the road map to engaging customers like never before.” “ Learn from experts Walter and Gioglio how — NANCY BHAGAT, Vice President, Global to harness the emotional power of pictures. Marketing Strategy and Campaigns, Intel Tapping years of hands-on experience, the authors marry a deep knowledge of tools and “ Social media trailblazers Walter and Gioglio take best practices with a framework to create a us on a ride into the hottest new marketing coherent strategy road map. You’ll want to trend, visual storytelling. A must-read for the keep this book close by as you engage on the C-suite, savvy marketers, and anyone looking to social web!” succeed in the social era.” — CHARLENE LI, New York Times bestselling — JEFFREY HAYZLETT, primetime television host author of Open Leadership and founder of of Bloomberg TV and bestselling author Altimeter Group “ Ekaterina Walter and Jessica Gioglio are insight- “ Visual storytelling is essential in today’s crowded ful, horizon thinkers who have an incredible world, and this book is a vital read to under- ability to identify emerging trends, technologies, stand it. I give it two giant orange thumbs up!” and platforms and then translate them into — DAVE KERPEN, New York Times bestselling practical application, which makes The Power of author of Likeable Social Media and Likeable Leadership Storytelling an invaluable combination of strate- gic know-how and tactical how-to.” — CHRISTINE CEA, Senior Director, Marketing “ Brands are missing the point when it comes to Communications, Unilever marketing in this day and age . and that’s the entire point of this great book. The best brands “ Walter and Gioglio have nailed it. With every- are using text, images, audio, and video to tell thing from ‘why’ to ‘how,’ this new book will their own, unique stories. The Power of Visual quickly become a marketer’s new best friend! Storytelling is the perfect place for your brand to Visual storytelling has unimaginable potential for get started.” businesses, and this book offers the tips, tools, — MITCH JOEL, President, Twist Image, and author of CTRL ALT Delete and Six Pixels of Separation and advice for putting it to use.” — ROD BROOKS, CMO, PEMCO Insurance “ The Power of Visual Storytelling is invaluable for all marketers as brands become their own con- “ A visual representation is much easier to under- tent creators, and even, dare I say, publishers. I stand (and remember) than pages of text or recommend it to any media, brand, and market- columns of numbers. Ekaterina and Jessica show ing strategist. It’s certainly required reading for the art and science of visual storytelling and how my marketing team.” to make these critical components part of any — CHRISTINE OSEKOSKI, Publisher, Fast Company successful new marketing plan.” — DAVID MEERMAN SCOTT, bestselling author of The New Rules of Marketing & PR “ This book is ‘picture perfect’ for brand-builders looking to exploit the full and increasingly “ This book is timely, provocative, beauti- important power of visual storytelling.” ful, more than a little frightening, and 100 — PETE BLACKSHAW, Global Head of Design & Social Media, Nestlé, and author of Satisfied percent required reading for all marketers. Customers Tell Three Friends, Angry Customers Online business success is largely driven by Tell 3000 pictures, not words. This is the playbook for visual marketing in today’s ‘right now’ world. Highly recommended.” — JAY BAER, New York Times bestselling author of Youtility THE POWER OF VISUAL STORYTELLING This page intentionally left blank THE POWER OF VISUAL STORYTELLING How to Use Visuals, Videos, and Social Media to Market Your Brand EKATERINA WALTER JESSICA GIOGLIO New York Chicago San Francisco Athens London Madrid Mexico City Milan New Delhi Singapore Sydney Toronto Copyright © 2014 by Ekaterina Walter and Jessica Gioglio. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ISBN: 978-0-07-182400-2 MHID: 0-07-182400-6 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-182393-7, MHID: 0-07-182393-X. eBook conversion by codeMantra Version 2.0 All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill Education eBooks are available at special quantity discounts to use as premiums and sales promotions or for use in corporate training programs. To contact a representative, please visit the Contact Us page at www.mhprofessional.com. TERMS OF USE This is a copyrighted work and McGraw-Hill Education and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. 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Under no circumstances shall McGraw-Hill Education and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise. To all of the marketers who are embracing the art of visual storytelling and who see every day as an opportunity for adventure and innovation. You have redefined how we facilitate meaningful relationships with our customers, and you inspire us to push the limits of what’s possible every day. This page intentionally left blank Contents Foreword by Dan Roam ix Introduction 1 CHAPTER 1 The Rise of Visual Storytelling 7 CHAPTER 2 Types, Tips, and Tactics of Visual Marketing 23 CHAPTER 3 The Power of the Platform: Visual Storytelling on Social Networks 55 CHAPTER 4 Developing a Visual Storytelling Road Map: From Strategy to Implementation 125 CHAPTER 5 Real-Time Marketing in a Visual World 177 Conclusion 195 Acknowledgments 199 Notes 201 Index 213 vii This page intentionally left blank Foreword riting has a dirty little secret. Authors don’t admit it, editors deny it, and publishers repress it.

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