multimedia & visualization - attention, interest and emotions
TRANSCRIPT
Multimedia & VisualizationAttention, Interest and Emotions!
Kommunikationskongress Berlin 2016Christian Salow
#kk16 #viskoko@BusinessWireDE@altii_news@christiansalow
AFPhttp://static.independent.co.uk/s3fspublic/styles/article_large/public/thumbnails/image/2016/04/15/07/queen.jpg
Samsung
AP Nick Ut
AP
Madonna Rebel HeartGetty Images
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today's challenge...
◦ attention & interest – how to get it?
◦ pictures & videos
◦ visualization
◦ social media & co
◦ mobile devices
◦ future
#viskoko · @BusinessWireDE · @altii_news · @christiansalow
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alternative investor information
◦ digital marketing & communication portal
◦ professional investors D/A/CH & Lux
◦ mobile friendly for all platforms & devices
◦ social media support
www.altii.de
key figures
mobile user 30%+
newsletter rec. 1.900+
monthly clicks 100.000+
social media 1.000.000?
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the demand – page events
conventional approach
virtua
l /visual approa
ch
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a question of believing...
◦ conventional▫ create „high quality“ content and send it out
◦ virtual / visual▫ think digital – the paper question
▫ distribute electronically and measure feedback!
▫ tag important content with visual elements
▫ if you can't tag it visually what is its real value?
▫ don't tag unimportant things, maybe don't even distribute
#viskoko · @BusinessWireDE · @altii_news · @christiansalow
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A I DA ... – just the ½...
◦ sales model invented by Elmo Lewis▫ Attention
▫ Interest
▫ Desire
▫ Action
◦ we need Attention & Interest mostly▫ pictures & videos
▫ links & visualization
▫ stories & congruence
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typical (core) channels
◦ the site and the online presence
◦ the newsletter▫ information network, content focus
▫ product placement and advertisement
◦ actively maintained social media channels▫ „text, link, picture“ – principle
▫ campaigns are tracked
◦ feedback should drive the content policy
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text link picture – principle
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characteristics of A / I
◦ a picture as eyecatcher only – is questionable
◦ thematic context – congruence
◦ pictures tell stories – in the right context
◦ attractiveness & credibility
◦ the right technical format – mobile 16:9ish
◦ sharability! – rights?▫ creative commons CCO
▫ stock photo provider
www.BizWireTV.com
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video
◦ videos are influencing – proofed analytically
◦ videos are highly demanded – e.g. YouTube
◦ optimal bandwidth for desktop & mobile devices
◦ several channels & formats – select carefully
◦ but „good“ video is a challenge!
◦ „bad“ video is quickly produced▫ the „net“ (almost) never forgets about „bad“ video
▫ try by yourself... – execute with a pro...
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video formats – examples
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analytics
◦ measurement of the site traffic▫ time, region, interaction
▫ data analysis
◦ „measure, learn, adapt“ – process▫ content, communication and design
▫ track campaigns
„Without big data analytics, companiesare blind and deaf, wandering out ontothe Web like deer on a freeway.“
Geoffrey Mooretwitter.com/geoffreyamoore/status/234839087566163968
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examples
◦ altii and vwd group signed a cooperation agreement
◦ communication via BusinessWire, July 21st
Newsletters on MondaysAug 12th had two major stories:
•about a big Italian AM•about salaries in the industrie
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develop the target group
◦ target group driven content – „simply the best“!
◦ develop optin systems▫ invite selected user groups
▫ offer „premium content“ to motivate optin
▫ differentiate premium information groups
◦ always offer an optout possibility▫ this creates trust
▫ guarantees quality growth
#viskoko · @BusinessWireDE · @altii_news · @christiansalow
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not the future – developing present
◦ the presentation and simultaneous perception ofreality and its physical properties such as gravity in acomputergenerated in realtime and interactivevirtual environment
MicrosoftOculusGoogle
Preparation of the session with aVR360 device
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VR / AR – is it important?
◦ helps planning & understanding▫ architectural projects, mashines, medical, etc.
◦ can make intangible things tangible!▫ think about what it means for your business
▫ it will influence us & how we judge experiences
◦ it has its own rules▫ camera positions, safety/comfortable areas
▫ it „absorbes“ senses
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summary
◦ pictures & videos are A / I important
◦ the context & the credibilty are essential
◦ the (technological) future will be groundbreaking
◦ humans have responsiblities
◦ the society needs to discuss rules
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financials & social media
◦ analysis of 41 financial serviceproviders, AM, WM, etc.
◦ focus on the German market
◦ detailed analysis
◦ anonymous ranking
available atamazon.de
altii fundportalthe digital marketing hub
altii GmbHFellnerstrasse 7960322 Frankfurt a.M.Germany
[email protected]+49 69 57708987@altii_news
www.altii.dewww.BusinessWire.com