[WMD 2015] Ahalogy >> Michael Wohlschlaeger, "Visual Virology 101: How To Win the Hearts & Pins of...
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Transcript of [WMD 2015] Ahalogy >> Michael Wohlschlaeger, "Visual Virology 101: How To Win the Hearts & Pins of...
V I S U A L C O N T E N T M A R K E T I N G I S L I K E B A S E B A L L
M I C H A E L W O H L S C H L A E G E RC O - F O U N D E R / C E O
Michael Wohlschlaeger, @mlwohls @
@ M LW O H L S :
V I S U A L C O N T E N T M A R K E T I N G I S ( K I N D A ) L I K E B A S E B A L L @ A H A L O G Y
Michael Wohlschlaeger, @mlwohls @
20 MIN
ONE THING
=
Michael Wohlschlaeger, @mlwohls @
M O N E Y B A L L
A L V S . N L
P I T C H I N G
( K I N D A )
Michael Wohlschlaeger, @mlwohls @
8-TIME WORLD SERIES CHAMPIONS
Michael Wohlschlaeger, @mlwohls @
11-TIME WORLD SERIES CHAMPIONS
Michael Wohlschlaeger, @mlwohls @
5 OF LAST 10 CHAMPIONSHIPS
3 2
Michael Wohlschlaeger, @mlwohls @
Michael Wohlschlaeger, @mlwohls @
PRIMARY CONTENT MEDIUM
IMAGES (+ DESCRIPTIONS)
IMAGES (+ DESCRIPTIONS)
Michael Wohlschlaeger, @mlwohls @
ECOSYSTEM
CLOSED GARDEN FREE FLOWING
Michael Wohlschlaeger, @mlwohls @
DEMOGRAPHICS
MILLENNIALS COLLEGE TO EMPTY NESTERS
Michael Wohlschlaeger, @mlwohls @
USER INTENT
BROADCAST & COMMUNITY
SELFISH… IN THE BEST WAY POSSIBLE
Michael Wohlschlaeger, @mlwohls @
CONTENT GOALS
ASPIRATION / PERSONAL BRANDING
INSPIRATIONAL YET ATTAINABLE
Michael Wohlschlaeger, @mlwohls @
CONTENT EMOTION
BEAUTY, LUXURY, ETC.
ACTION, FUTURE, EVERYDAY LIFE
Michael Wohlschlaeger, @mlwohls @
MARKETING GOAL
BRANDING & CONVERSATIONS
BRANDING + ACTION
Michael Wohlschlaeger, @mlwohls @
MONEYBALL:YOUR BUYING ‘WINS’ , NOT ‘PLAYERS’
Michael Wohlschlaeger, @mlwohls @
IT ’S GREAT TO BE GOOD
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31% of Players = 80% of Salary
Cumulative Players
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ry
Michael Wohlschlaeger, @mlwohls @
HOW ABOUT PINTEREST?
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ive
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ks 6% of Pins = 80% of Clicks
Michael Wohlschlaeger, @mlwohls @
OK… WHAT MAKES CONTENT GREAT?
Michael Wohlschlaeger, @mlwohls @
Michael Wohlschlaeger, @mlwohls @
SQUINT ???
Michael Wohlschlaeger, @mlwohls @
F INE… WE’LL DO IT OURSELVES
Michael Wohlschlaeger, @mlwohls @
Michael Wohlschlaeger, @mlwohls @
WHY SO HARD?
Michael Wohlschlaeger, @mlwohls @
READY?
READ FAST
In this tearjerking YouTube video, watch as a soldier returning home for a visit gives his wife a surprise of a lifetime.
Rebecca B., who submitted the video to the Welcome Home Blog, said her husband had invented an elaborate ruse so that she would be caught unawares by his arrival.
"I had been bugging him for months about when he would be able to come home and he had me totally convinced that he was not going to be able to come at all," she wrote in the video's description.
However, Rebecca admitted that she had become a little suspicious when her husband's whole family -- including his brother Jim who is also in the army and flew in from Europe -- came to town.
But the soldier's family were in on the plot.
"They all convinced me the surprise was really Jim coming back early, and not my husband coming home," Rebecca wrote.
"The moment I saw him was just unreal…I saw the boots, the uniform, and then the face. It was just complete joy, disbelief and relief, which is why I fell on the floor and sobbed uncontrollably," wrote Rebecca. "It was the surprise of a lifetime, me and my girls had missed him soooooo much."
Rebecca added that her husband's deployment will be coming to an end soon and the family is excited for him to return home for good.
Michael Wohlschlaeger, @mlwohls @
LET ’S TRY AGAIN
Michael Wohlschlaeger, @mlwohls @
GET READY…YOU’VE GOT 5 SECONDS
READY TO TRY AGAIN?5 MORE SECONDS
Michael Wohlschlaeger, @mlwohls @
SO WE (HUMANS) ARE PRETTY DARN GOOD AT
PROCESSING IMAGES
Michael Wohlschlaeger, @mlwohls @
HOW ABOUTCOMPUTERS?
In this tearjerking YouTube video, watch as a soldier returning home for a visit gives his wife a surprise of a lifetime.
Rebecca B., who submitted the video to the Welcome Home Blog, said her husband had invented an elaborate ruse so that she would be caught unawares by his arrival.
"I had been bugging him for months about when he would be able to come home and he had me totally convinced that he was not going to be able to come at all," she wrote in the video's description.
However, Rebecca admitted that she had become a little suspicious when her husband's whole family -- including his brother Jim who is also in the army and flew in from Europe -- came to town.
But the soldier's family were in on the plot.
"They all convinced me the surprise was really Jim coming back early, and not my husband coming home," Rebecca wrote.
"The moment I saw him was just unreal…I saw the boots, the uniform, and then the face. It was just complete joy, disbelief and relief, which is why I fell on the floor and sobbed uncontrollably," wrote Rebecca. "It was the surprise of a lifetime, me and my girls had missed him soooooo much."
Rebecca added that her husband's deployment will be coming to an end soon and the family is excited for him to return home for good.
Michael Wohlschlaeger, @mlwohls @I B M WAT S O N
Michael Wohlschlaeger, @mlwohls @I B M WAT S O N
ExcitementSelf-expression
ClosenessExtraversion
Self-transcendenceIdeal
ConscientiousnessOpenness
Emotional rangeChallenge
CuriosityHedonism
0 0.25 0.5 0.75 1
C L A R I FA I . C O M
PEOPLE
CLOTHING
MILITARY
FEMALE
PORTRAIT
WAR
Michael Wohlschlaeger, @mlwohls @
Michael Wohlschlaeger, @mlwohls @
BUT WHY?
Michael Wohlschlaeger, @mlwohls @
236 X 384 PIXELS = 90K16,384 COLORS
= 10^69
AVG OF 15 WORDS40,000 WORDS
= 10^381,856
10^381,787
Michael Wohlschlaeger, @mlwohls @
HOW HARD IS THAT?
Michael Wohlschlaeger, @mlwohls @
Proton
Observable Universe
92 Billion Light Years
= 10^47
1,000,000,000,000,000,000, 000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000000,000,000,000,000,000,000
Michael Wohlschlaeger, @mlwohls @
1 ,652 SLIDES
Michael Wohlschlaeger, @mlwohls @
2
LET ’S JUST SAY…
REALLY F ’N HARD
Michael Wohlschlaeger, @mlwohls @
PA S T N O W F U T U R E
Michael Wohlschlaeger, @mlwohls @
IS IT THE PLAYER?
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ks 6% of Pins = 80% of Clicks
Michael Wohlschlaeger, @mlwohls @
IS IT THE PLAYER?
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All Accounts Top Account
Zoom
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ks
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IS IT THE PLAYER?
Michael Wohlschlaeger, @mlwohls @
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All Accounts Top Account
Overall - 9% of Pins perform above average
Top Creator - 16% of Pins perform above average
Cumulative Pins
Cum
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ks
Avg Performance = 24 clicks
IS IT THE PLAYER?
Michael Wohlschlaeger, @mlwohls @
HOLD ON… WE’LL COME BACK
Michael Wohlschlaeger, @mlwohls @
THINK LIKE A PITCHER
Michael Wohlschlaeger, @mlwohls @
OPPOSINGBATTER
YOUR BEST PITCHES
NEXTPITCH
Michael Wohlschlaeger, @mlwohls @
CONTENT CONSUMERS WANT
WHAT YOU WANT TO
TELL CONSUMERS
HOLYGRAIL
ORMYTH?
Michael Wohlschlaeger, @mlwohls @
WHAT YOU WANT TO
TELL CONSUMERS
Michael Wohlschlaeger, @mlwohls @
Michael Wohlschlaeger, @mlwohls @
CONTENT CONSUMERS WANT
Michael Wohlschlaeger, @mlwohls @
R IGHT TO PLAY
MESSY FOOD
MESSY KIDS
Michael Wohlschlaeger, @mlwohls @
EVEN THE BEST FAIL
WHAT DO WE KNOW SO FAR…
CONTENT PREDICTION IS…
GIVE YOU CUSTOMER WHAT THEY
SO… DO WE GIVE UP?
WINNERS TAKE ALL
Michael Wohlschlaeger, @mlwohls @
(KINDA)
Michael Wohlschlaeger, @mlwohls @
0.0
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225.0
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Standard Ads Promoted Pins Ahalogy Client
140%
30%
100%100%100%
Paid Earned
W H E N I T W O R K S …
Michael Wohlschlaeger, @mlwohls @
CASE STUDY: BRAND-X
5 0 0
3 0
5
Focus & Win = 10X Avg.
Test Promote = 5X Avg.
Organically Test = 1X Avg.
Michael Wohlschlaeger, @mlwohls @
THAT LOOKS EASY…
5 0 0
3 0
5
$500k ($1,000 each)
$10k in Promoted Tests
$90k in Promoted Spend
OUCH…
=$240K
Michael Wohlschlaeger, @mlwohls @
20 MIN
ONE THING
=
Michael Wohlschlaeger, @mlwohls @
> 3 5 , 0 0 0 , 0 0 0 , 0 0 0
5 0
5
A BETTER WAY
CURATE
CREATE
LEARNED
OWNED
PAID
Michael Wohlschlaeger, @mlwohls @
@ M LW O H L S :
To w i n i n C o n t e n t M a r k e t i n g y o u n e e d t o C u r a t e - To - C r e a t e # L e a r n e d O w n e d P a i d @ a h a l o g y
Michael Wohlschlaeger, @mlwohls @
FROM FORTUNE 50…
TO STARTUPS
Michael Wohlschlaeger, @mlwohls @
Q&A
( IF WE HAVE TIME)
M I C H A E L W O H L S C H L A E G E R : @ M LW O H L S @