Creating Great Photography at Scale

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    17-Jul-2015
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Transcript of Creating Great Photography at Scale

  • CREATING GREAT PHOTOGRAPHY AT SCALE

    GRANT MUNRO Cofounder and CEO - FlashStock EDLYNNE LARYEA Consultant at Global Digital Center of Excellence at Johnson & Johnson

  • CHARTER Provide an authentic experience that is relatable to the consumer

  • REALITY Emerging platforms are increasingly visual, allowing for richer experiences and compelling stories.

    20B 65% Photos shared on Instagram Of humans are visual learners 58x Instagram engagement rate vs Facebook 40% respond better to visual information

  • Instagram is exposing gaps in content strategies and image creation.

    Timing: Moderate the number of posts you make per day to ensure a consistent but non-intrusive presence. We recommend anywhere from 1-3 posts per day.

  • CHALLENGE Marketers are not in the business of creating large volumes of content with speed or at scale

  • Content Strategy STRESSING THE SYSTEM Instagram is exposing content strategies and capabilities.

    .

    TENT POLE

    EPISODIC EVER- GREEN

  • TENSION There are now more ways than

    ever to create and source original imagery.

  • INTERNAL AGENCY PARTNER CO-

    CREATE UGC

    SPECTRUM Content creation capabilities across

    5 buckets..

  • AGENCY

    @drgga5

    @droga5

    @grey

    @grey

    @grey

    @vayner @mry

  • @crocs

    @crocs

    @redbull

    @redbull

    @redbull

    @chipotle

    @crocs

    INTERNAL

  • UGC

  • @bunnyholiday

    @moneal

    @chrisozer

    @vice & @sansung

    @vice & @Smirno @n & @gatorade

    @natalieoduty

    PARTNER

  • BRIEF CURATION

    CO-CREATE

    FEEDBACK

    DEPLOYMENT TRAINING &

  • @ashstock @ashstock

    @ashstock

    @ashstock @ashstock

    @imagebrief

    CO-CREATION

  • Weve seen the pendulum swing towards co-creation.

    EACH HAVE A ROLE Capabilities are evolving.

    Brands need to match the right content need with the right

    partner.

    INTERNAL AGENCY PARTNER

    CO-CREATE

    UGC

  • 5 LESSONS What we can learn

    from these examples.

  • #1 Match the right content need with the right partner. .

  • #2 Be scrappy and

    resourceful

  • #3 Maintain a consistent look and feel across channels regardless of capabilities.

  • #4 Use beautiful, authentic imagery technical perfection, composition, impact

  • Rights Management G #5 Understands rights management across all platforms.

    "Love a quick #DuaneReade run? Even @KatieHeigl cant resist shopping #NYC's favorite drugstore

    @DuaneReade

  • THANK YOU!

    GRANT MUNRO @gmunro123 EDLYNNE LARYEA @edlynne

    WWW.FLASHSTOCK.COM