The social media platform that allows you to scan quick bursts of text - in 140 characters or less - now has a bite-sized video offering with clips limited to six seconds.
It's called Vine. It's a mobile app Twitter acquiredthat allows you to quickly create videos and share them. The videos are viewable within your timeline on Twitter.com and display nicely on mobile.
If it sounds like an "Instagram for video" (remember: Facebook owns Instagram), that's because it basically is. Others have playedin the space too. What makes Vine unique is the 6-second limit, the inclusion of sound and the ability to chop up those 6 precious seconds any way you choose.
Here's an example of a Vine post:
The app has its own built-in social network. You can scroll through numerous vines in seconds and find your friends on the app by allowing it access to your phone contacts and who you follow on Twitter.
The Verge's Ellis Hamburger summed this up nicely.
Users lose on this. So many people have both Twitter and Facebook accounts. Removing the ability for them to communicate between their Facebook and Twitter accounts and other apps is a missed opportunity. It can contribute to a frustrating user experience.
Perhaps the reason Facebook pulled the plug on Vine is they are working on their own version of bite-sized video sharing. It wouldn't be unheard of. As Snapchat grew in popularity, Facebook simply created a clone app called Poke, though that hasn't been a wild success. Now that the competition has a quick video-maker, even Google's YouTube released a speedy video-maker last month, Facebook may need one too.
More recently, support for Twitter Cards was pulled by Instagram, meaning you can no longer see Instagram photos in your Twitter stream without physically leaving it and going to Instagram.com. Twitter has its own photo offering, which launched filters last month.
While Facebook and Twitter fight over which pictures and video display in-stream on their sites, users who like both sites have to be careful what they post where.
A Vine post to Facebook, which you still can do (for now anyway), doesn't automatically play, while it will on Twitter. Likewise, an Instagram post to Facebook looks nice, while it's just a link on Twitter.
The extra work on the user side, to make their content display properly on social, is frustrating. It would be nice to live in a world where you can social share with ease, you can easily find your friends on any platform, and everything works seamlessly everywhere.
24 janvier 2013 - 360 pages - ISBN : 9782361060336
À la fin du XIXe siècle, les personnes « nerveuses » souffraient d’hystérie ou de neurasthénie et étaient traitées à l’aide de l’électrothérapie, l’hypnose ou la psychothérapie. De nos jours, elles ont toutes les chances d’être atteintes de dépression ou de trouble bipolaire et d’être soignées avec des médicaments psychotropes. Dans le même temps, on constate que les antidépresseurs ne produisent aucune amélioration chez les neurasthéniques chinois et que la dépression, contrairement à l’anxiété, était jusqu’à une date récente pratiquement inconnue au Japon. Pourquoi ces étonnantes disparités ?
Dans ce nouveau recueil, Mikkel Borch-Jacobsen poursuit une réflexion sur l’historicité et la variabilité des troubles mentaux entamée dans Folies à plusieurs, en l’élargissant aux nouvelles folies promues de nos jours par l’industrie pharmaceutique : dépression, trouble bipolaire, hyperactivité, anxiété sociale. Les essais ici réunis couvrent l’ensemble du champ psy depuis plus d’un siècle et proposent, sous forme d’histoires et de textes très vivants, une critique de toutes les théories – psychanalyse, psychologie expérimentale, psychiatrie biologique – qui prétendent décrire et expliquer des faits psychiques qu’elles contribuent elles-mêmes à produire.
Philosophe et historien, Mikkel Borch-Jacobsen enseigne à l’Université de Washington (États-Unis). L’un des architectes du fameux Livre noir de la psychanalyse, il est l’auteur de nombreux ouvrages sur l’histoire de la psychanalyse et de la psychiatrie, notamment Lacan, le maître absolu ; Souvenirs d’Anna O. ; Le Dossier Freud (en collaboration avec Sonu Shamdasani) et Les Patients de Freud. Destins (éd. Sciences Humaines, 2011).
au SOMMAIRE:
SOMMAIRE
Introduction
I. Microhistoires du traumatisme
Comment prédire le passé. Du traumatisme au refoulement
Neurotica. Freud et la théorie de la séduction
Une boîte noire nommée Sybil
II. Fragments d’une théorie de l’artefact généralisé
Qu’est-ce qui faisait courir Albert Dadas ?
L’effet Bernheim
L’inconscient simulé
III. Made in Vienna
Interpréfactions. L’épistémologie légendaire de la psychanalyse
Près de la moitié des Hexagonaux achètent en boutique, et une minorité se montre disposée à changer. Mais des évolutions sont attendues. La clé pour se démarquer ? Innover.
49% des Français avouent effectuer leurs achats du quotidien uniquement en magasin et seuls 10% d'entre eux se disent près à changer cette habitude. Ces résultats, issus d'une étuderéalisée conjointement par L'Atelier et l'institut de sondage IFOP à l'occasion du Théma sur "L'avenir du magasin : la fin du magasin ?", s'avèrent plus que positifs d'un point de vue marketing pour les enseignes traditionnelles physiques. En effet, ceux-ci indiquent que ces magasins se positionnent toujours comme un point central du commerce et peuvent encore attirer de nouvelles clientèles. Une tendance, par ailleurs confirmée récemment par Bonial dans un sondage du même type. Mais pour garder ce cap, un seul mot d'ordre : l'innovation et ce, de manière omnicanale.
Un équilibre en physique et en ligne
Car en effet 15% des Français se rendent tout spécialement dans des enseignes physiques quand celles-ci proposent des services innovants (comme l'utilisation d'Ipad, de bornes connectées...). D'ailleurs, 80% d'entre eux expliquent que la présence de ces innovations les incitent à fréquenter une enseigne plutôt qu'une autre. Et s'ils ne se rendent pas directement sur place, ils sont 31% à aller sur le site de la marque pour ses innovations (drive, réservation...), dont 10% affirment le faire fréquemment. Une personne sur deux admet d'ailleurs opter plus facilement pour une enseigne qui innove sur son site. Et si ces deux types d'achats sont en faveur des magasins traditionnels plutôt que des pure-players, la différenciation des stratégies de vente (promotions, livraison...) d'un canal à un autre est attendue par les consommateurs à hauteur de 80%.
Facilitation de l'expérience d'achat et mobile
Alors pourquoi cet engouement pour les innovations tous canaux confondus ? Selon le sondage, 65% des Français estimeraient que celles-ci ont facilité leur parcours d'achat. Quant à l'usage des innovations au sein du magasin, 50% d'entre eux espéreraient un meilleur d'accès aux informations produits (prix, origine...) et 32% estimeraient que cela leur permet d'en découvrir de nouveaux. Ceux-ci espèrent également que ces innovations amélioreront la relation personnalisée avec l'enseigne (29%), simplifieront le paiement (27%) et leur permettront une bonne gestion de leur compte client (23%). Enfin, concernant l'accès au sites des enseignes viamobile, seuls 13% des individus interrogés affirment avoir effectué un achat par ce biais et uniquement 17% se sentent incités à consommer.
Many of us have years of experience chasing technology for marketing purposes. Thanks to social networks, we’ve naturally been driven to a host of metrics that include attributes of “engagement” and conversations shared online.
This, in turn, has fueled the content marketing race – and ultimately, the quest for producing what is most relevant or valuable to a company’s current and prospective customers.
As we compete in this context to draw attention for our brand and offerings, perhaps one element has remained constant above all others: the power of visual storytelling.
Why? Because no state-of-the art technology can substitute for state-of-the-heart storytelling. If a picture is worth a thousand words, the story behind it may be worth a million more. Pinterest and Instagram continue proving this out, and every competent marketer on Facebook can point to the power of imagery.
If you’re already producing video as part of your marketing, and your efforts are sophisticated enough to track resulting engagement and lead generation – watch what happens when your focus changes from just features and benefits to creatively telling a story. Hint: Higher levels of viewership, engagement, and sharing.
Key Storytelling Elements and Example Videos
First, it’s worth acknowledging that storytelling is practically in our DNA. In pictures, even songs – we’ve relied on stories for thousands of years to help us understand, retain, and share information.
To help us learn more and consider how all of this applies online, I spoke with Brandon Whalen, who recently developed a training course on visual storytelling for the Online Marketing Institute.
One of the first resources he referred me to was Christopher Booker’s book, The Seven Basic Plots: Why We Tell Stories, which does a good job of covering seven story types that have proven successful over the ages:
Overcoming the Monster: A good example can be seen in Nike’s story focused on helping people overcome themselves. The idea in this example is each of us having a little monster inside of us that says we don’t want to work out today. Nike’s focus is slaying that monster to achieve greatness:
The Quest: This concept relies on the danger you must face to find the truth and reap the reward. Red Bull leverages this well by exemplifying the push for man to do what might be considered impossible:
Voyage and Return: Dove’s Campaign for real beauty demonstrates the distrust of the false gods in the beauty industry. By voyaging into their world, we see that our real home is where true beauty lies: http://www.youtube.com/watch?v=IHqzlxGGJFo
Rebirth: Stories of rebirth are often tied to losing everything, and the need to start over. Prudential tapped the meaning of this in the context of retirement, using the true story from a man on his first day of retirement:
Rags to riches: These stories are about being true to one’s self, with one of the best known examples through Willy Wonka. If you remember, Charlie is tempted by greed but stays true to himself. Chrysler has recently released some ads that tie directly into this idea:
Tragedy: It’s a tough place to position your brand, but we see a powerful story by St. John Ambulance to convey the importance of first aid:
Comedy: Old spice continues to be a recent great at poking fun of manliness:
Additional questions to consider in creating an effective story relate to having a key character:
How might this character relate to the audience with which you are telling your story?
What is this character's ambition and points of tension?
How might you demonstrate conflict, and the corresponding resolution to help your audience resonate with your story?
Additional Tips and Applications of Visual Storytelling
As all the examples above rely on video, let's consider other ways to effectively apply imagery as means of helping tell a story associated with a brand.
Experimenting with Imagery on Facebook
There have been several cases of higher engagement levels on in-the-moment photos (like the kind frequently captured on Instagram) compared to professional studio images. Try experimenting with these kinds of photos yourself. You’ll also often find that uploading the image (vs. ignoring the auto thumbnail) produces better results.
Although there remain several negative reviews on Timeline, consider how you might better leverage this attribute in Facebook to visually tell a story about your brand. You can go back in time to add an event and effectively reposition your photos on timeline.
This might seem rudimentary, but when it comes to imagery in social networks in general, it’s important to use the right dimensions to avoid negative effects from down-sampling.
Also, for you community managers out there, you know one of the common challenges can be simply in finding good images to include you your posts. Ben Bowes just wrote a great article aboutfree photo resources for community managers.
Twitter and Instagram
It can be difficult to be visual on a text-based medium like Twitter, but there is still room to be a storyteller. Some of the more popular Twitter accounts we see are based on a certain story and character – for example, @shitmydadsays and @dosequisman.
Connecting your Twitter account to a service like Instagram will also assist with enabling imagery as part of your stream. Also consider the use of contests and hashtags (Red Bull’s #summeriscoming contest) to get users to join in on the story.
Pinterest
As with any good content marketing, one of the keys to creating relevant boards is not to focus on too much branded content. Instead, consider how topics relevant to your brand might also help to shape its story.
If you are an organic clothing store, for example, you can create boards for other organic-related assets, healthy living, sustainability, recycling and other items that might relate to your values.Whole Foods does a solid job of showcasing several related topics that are still consistent with the brand:
Some good examples of boards used to tell a story with content can be seen at:
Additional opportunities for collaborative boards also exist within Pinterest.
Additional Properties
Additional assets can be leveraged in numerous other owned, paid and social properties. The carousel feature in Linkedin, for example, can be used very creatively.
An entirely different, but highly related aspect of this conversation also includes the concept of data visualization, most often exemplified in infographics. What kind of stories will you tell in your Google+, Tumbler, email, websites, ads, etc.?
Final Thoughts
You don’t have to have a huge meaningful story to create genuine interest. Sometimes a small anecdote accompanied by reinforcing images to reflect it are all that’s required to create some emotion.
Storytelling is something that everyone understands and connects with, and when you focus on yours, you may find you have an entirely different perspective on creating excellent content.
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