the thread summit keynote speaker, jason lankow, ceo & founder and author (column five),...
DESCRIPTION
Jason Lankow, closed out The Thread Summit with a presentation on how best to share your message using visual stories. Jason's presentation included a real-life example working with Arrow Electronics in telling their story using infographics.TRANSCRIPT
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JASON LANKOW@jasonlankow
#ThreadSummit
Column Fivecolumnfivemedia.com@columnfive
THE EXCAVATION:
Digging Deep to Mine for Powerful
Visual Content
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JASON LANKOW
Co-founder of Column Five, a visual content marketing agency specializing in infographic design and data visualization (CA/NY)
Co-author of Infographics: The Power of Visual Storytelling (Wiley, 2012)
Professor of Information Visualization, Columbia University
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ABOUT COLUMN FIVE
We do good work with good people. Throughtrusting partnerships, we build, distribute and automate powerful visual content that educates, engages and inspires.
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CONTENTSTRATEGY
INFOGRAPHICS
VIDEO DIRECTION& PRODUCTION
DATA VISUALIZATION INTERACTIVEINFOGRAPHICS
VISUAL LANGUAGEAUTOMATION
PRESENTATIONDESIGN
MOTION GRAPHICS
SERVICES
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PARTNERS
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WHAT I WANT YOU TO LEARN
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1E-BOOK
1INFOGRAPHIC
2MINI GRAPHIC
VIDEO Q & A
3NEWSLETTERS
SLIDESHARE 1BLOG POST
7PILLAR CONTENT
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Why Does Visual Communication Work?
We can acquire more information through our visual system than through all other senses combined. (Colin Ware)
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EFFICACY
1. APPEAL
2. COMPREHENSION
3 RETENTION
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RETENTION
Academic/Scientific
Key
3
2
1
COMPREHENSION
APPEAL
Marketing
Editorial
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http://vimeo.com/29684853
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PART I:
MYTHS, TRUTHS AND HALF-TRUTHS ABOUT THE BELOVED SCOURGE OF THE INTERNET:
INFOGRAPHICS
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MYTHS
1. WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC
2. EVERYTHING SHOULD BE VISUALIZED
3. THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT
4. INFOGRAPHICS ARE EASY TO CREATE
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MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC
MYTHInfographics are successful because
they look good.
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MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC
But I want one.
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MYTH 1: WHAT WE REALLY NEED...IS A GOOD-LOOKING INFOGRAPHIC15
REALITYSuccessful infographics are crafted with great
thought and intent.
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MYTH 2: EVERYTHING SHOULD BE VISUALIZED
MYTHBecause infographics are everywhere, every
piece of communication should be made visual to make it more “digestible.”
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MYTH 2: EVERYTHING SHOULD BE VISUALIZED
REALITYVisual content should be created to serve
specific communication needs/goals.
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MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT
MYTHInfographics were powerful because they were new and everyone loved them, but now they are old.
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MYTH 3: THE POWER IS/WAS IN THE NOVELTY OF THE FORMAT
REALITYInfographics have been around for a long time. Their application in digital content marketing is new, but they have been effective for centuries.
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MYTH 4: INFOGRAPHICS ARE EASY TO CREATE
MYTHIt’s just pictures and words. Anyone can create them. In fact, this guy over here is doing them
for $999.99.
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MYTH 4: INFOGRAPHICS ARE EASY TO CREATE
REALITYGood visualization is effective when you know who you are communicating to and why—and
you think about that audience first.
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INFOGRAPHIC EXAMPLES22
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Twin Sisters Peak=Devil ’s Thumb Trailhead
4th of JulyTrailhead
Klondike Peak
Mt. Audubon
Long Lake
Blue Lake
Bald Mountain
Porphyry Mountain
HeilValleyRanch
LefthandCanyon
Sugarloaf Mountain
NCAR
Arikaree Peak
Apache Peak
Bear Peak
EldoradoSprings
Pool
Boulder Canyon Road
4th of JulyRoad
Peak to Peak Highway
Peak to Peak Highway
Overland Road
James Canyon Drive
Lefthand Canyon Drive
North Boulder
Lee HillDrive
Olde StageRoad
Flagsta� Road
EldoradoSpringsDrive
Magnolia Road
Coal CreekCanyon Road
Sugarloaf Road
Caribou RanchOpen Space
Eldora SkiResort
Buckeye MountainTowheeTrailhead
BighornMountain
GrossReservoir
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29
31 30
18 4
1
7
20
10 2
26 22
23
21
17 34 8
3
9
13
14
61115
12
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C R E A T E D B Y C O L U M N F I V E A P P L I E D T R U S T . C O M
BOULDER IS FOR FUN
A COLLECTION OF OUTDOOR ADVENTURES
N
S
EW
25
16
N40 08.958 / W105 18.009 (Lichen Loop Trailhead)
LICHEN LOOP AT HEIL VALLEY RANCH
You’ve got kids, and they’ve got tiny legs. Want to get them outside the digital sphere, off their tablets, and into the fresh air? Take them on
Lat . /Lon.:
TRENT R. HEIN
5
N40.32043 / W105.6078
SPRAGUE LAKE LOOP
picturesque scenery of America. It’s understandable, and you've come
peace of mind you’re actively pursuing.
Lat. / Lon.:
PAUL NELSON
7
N39 56.326 / W105 15.493 (South Mesa Trailhead)
BEAR PEAKLat. / Lon.:
BRYAN BECKER
9
N39.997198 / W105.309058
UTE TRAILLat. / Lon.:
DIEGO SANCHEZ
11
N39 56.326 / W105 15.493 (South Mesa Trailhead)
NCAR TRAILHEAD
enough for one day, friend.
Lat. / Lon.:
NED MCCLAIN
13
N40.007187 / W105.333232
CANYON LOOP TRAIL
dog can ride a mountain bike, then there’s no need to listen to this.
Lat. / Lon.:
BRIAN BEGLIN
15
N39 55.845 / W105 17.654ELDORADO CANYON TRAILLat. / Lon.:
AARON OTT
17
N39 59.714 W105 38.0524TH OF JULY TRAIL
strong conversational skills. And maybe ingredients for s’mores. They’re delicious.
Lat. / Lon.:
RANDY ELSE
19
N39 57.069 / W105 20.262WALKER RANCH LOOP TRAILLat. / Lon.:
STEVE HATHAWAY
21
N39.960598 / W105.395751FORSYTHE CANYON TRAIL
salmon, and huge tiger muskies. If you bring food and drinks, too, you
Lat. / Lon.:
RYAN HARTKOPF
23
N40 18.621 / W105 38.419
GLACIER GORGE TRAILHEAD TO THE LOCH TO SKY POND IN ROCKY MOUNTAIN NATIONAL PARKLat. / Lon.:
MATT KRIEGER
25
N40.162138 / W105.463858T-33A CRASH SITE (4X4 TRAIL)
prepared for your friends to ask you all sorts of questions, too, like,
Lat. / Lon.:27
N39.959789 / W105.509599
CAROUSEL OF HAPPINESSLat. / Lon.:29
N40.075114 / W105.504191
MILL SITE INN
After a day of hiking and shaking your head from the disbelief of the natural beauty that surrounds you, you’re going to be exhausted and
Lat. / Lon.:31
N40 04.674 / W105 35.077
APPLIEDTRUSTLat. / Lon.:33
N39 57.278 / W105 36.192
LOST LAKE, HESSIE TRAILHEAD (NEDERLAND)Lat. / Lon.:
BETH MCELROY
2
N40 05.001 / W105 34.910 (Mitchell Lake Trailhead)
BRAINARD LAKE TRAILLat. / Lon.:
DAN MACKIN
4
N40 04.674 / W105 35.077
LONG LAKE TRAILHEAD TO LAKE ISABELLE TOISABELLE GLACIER IN INDIAN PEAKS WILDERNESSLat. / Lon.:
TYLER BELL
1
N39 56.326 / W105 15.493 (South Mesa Trailhead)
BIG BLUESTEM / TOWHEE TRAIL
needing to pack a backpack, this hike is as convenient and ready to go
Lat. / Lon.:
CHRIS MCDERMOTT
3
N39 59.930 / W105 16.970 (Chautauqua Park Trailhead)
ROYAL ARCH TRAILLat. / Lon.:
CHRIS ROSSI
6
N39 55.904 / W105 16.228 (Eldorado Mountain Trailhead)
GOSHAWK FOWLER TRAIL
functions on the quiet and the serene.
Lat. / Lon.:
SAM LEATHERS
8
N39 57.278 / W105 36.192 (Hessie Trailhead)
DEVIL'S THUMB LAKELat. / Lon.:
SCOTT SEIDEL
10
N40 01.242 / W105 17.649 (Mt. Sanitas Trailhead)
MT. SANITAS
Whether you’re taking a special someone for a picnic or talking out Lat. / Lon.:
KASIM ESMAIL
12
N39 57.597 / W105 14.230 (South Boulder Creek Trailhead)
BOULDER CREEK PATH
much a solid move for any situation.
Lat. / Lon.:
CHRIS BOPP
14
N40.378325 / W105.488296
SOMBRERO RANCH IN ESTES PARKLat. / Lon.:
JACQUI PHENICIE
16
N40 05.001 / W105 34.910 (Mitchell Lake Trailhead)BLUE LAKELat. / Lon.:
SEAN PEARCY
18
N40.010700 / W105.571439RAINBOW LAKES CAMPGROUND
above you.
Lat. / Lon.:
JEFF WRIGHT
20
N39.999739 / W105.471421PEEWINK MOUNTAIN 4X4 TRAILLat. / Lon.:
WHITNEY SATHER
22
N39.977443 / W105.508811MUD LAKE TRAIL COMPLEX
need. If you need more, then please ignore the sentence prior.
Lat . /Lon.:
ALISEN BOL
24
N39 59.714 / W105 38.052 (4th of July Trailhead)DIAMOND LAKE TRAILLat. / Lon.:
KATHRYN NEUGENT
26
N39.961376 / W105.510831ELDORA SKI RESORTLat. / Lon.:28
N40.063233 / W105.409132
GOLD HILL INNLat. / Lon.:30
N40.015728 / W105.277018
BOULDER DUSHANBE TEA HOUSE
and infinite possibilities for good conversation over brunch. It’s the cheapest/only form of teleportation that currently exists.
Lat. / Lon.:32
N39.932632 / W105.279178
ELDORADO SPRINGS POOL
most popular resorts for young and old, alike.
Lat. / Lon.:34
KEY
Hiking Trail
Moderate
Ski Resort
AmusementRide
Restaurant
C
M
Y
CM
MY
CY
CMY
K
Boulder trail map.lh FINAL 11.27.pdf 1 11/27/13 4:54 PM
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EMBED http://www.columnfivemedia.com/work-items/interactive-arab-me-dia-use
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MAKING IT INTERACTIVE
Interactive infographics are ideal for presenting vast amounts of data (or any information) in a clean, organized and logical manner. They
can be explorative, narrative or a combination of the two.
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What makes agood infographic?
The value of an infographic is determined by context and its effectiveness.
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Growth in popularity
Wild effectiveness at the novelty stage in digital content marketing led to oversaturation and wide ranges of quality and accuracy.
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THE 3 ELEMENTS OF AN EFFECTIVEINFOGRAPHIC
SOUNDNESS
UTILITY
BEAUTY
B EAU T Y
SOUNDNE S S U T I L I T Y
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SOUNDNESSIt features accurate research, data and visualization.
EFFICACY
SOUNDNESS
UTILITY
BEAUTY
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UTILITYIt fulfills its purpose.
EFFICACY
SOUNDNESS
UTILITY
BEAUTY
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BEAUTYIt features pleasing design, shape and form.
EFFICACY
SOUNDNESS
UTILITY
BEAUTY
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All infographics are not created equal
Effective infographics must be conceived with a solid foundation.
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The roots of successfulcontent
Roots provide life to your ideas and guide your efforts.
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PART 2:ASSESSING YOUR FOUNDATION WORKSHEET
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TAKINGINVENTORY OF
KEY FOUNDATIONALTHINKING FOR
YOUR BUSINESS
HOW WELL CAN YOU (AND YOUR TEAM)ARTICULATE EACH PIECE?
DOES IT STILL WORK FOR YOUR ORGANIZATION, OR DOES IT NEED UPDATING?
WHAT IS MISSING ALTOGETHER?
WHO WOULD BENEFIT FROM UNDERSTANDINGTHIS CORE INFORMATION?
WHAT WOULD IT LOOK LIKE FOR YOUR WHOLE TEAM TO BE EXCITED ABOUT THIS INFORMATION?
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Strengthen your foundational thinking and identify sources of powerful visual communication. Find opportunities to communicate
more than just what you do.
GOAL OF THEFOUNDATIONAL ASSESSMENT
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VISION/PURPOSE
Why are we going where?
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How are we going there? The ideal, yet practical “how?”
MISSION
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Who are we?
VALUES
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What is the story (or message) that guides your current efforts?
NARRATIVE
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FOCUS/POSITIONING
Where do we play? What does winning look like? What are our differentiators?
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BUSINESS GOALS/OBJECTIVES
GOAL:
Build the first home subdivision on Mars
OBJECTIVE:
Build 50 homes by Feb. 21, 2016
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GOAL:
Throw more Mars parties
OBJECTIVE:
Generate 5,000 qualified leads
MARKETING GOALS/OBJECTIVES
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WHO ARE WE TALKING TO? (AUDIENCE)
Rank in order of priority.
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GOAL:
Create collateral to help people get their friends interested in Mars parties
OBJECTIVE:
Create a virtual home tour video by 4-1-14 to increase new home deposits by 25% YOY by 6-30-14
CONTENT GOALS/OBJECTIVES
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PUTTING THISINTO PRACTICE
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48PUTTING THIS IN PRACTICE: TELLING THE WHOLE STORY
GOAL: Create excitement and understanding around company vision; help team tell the Arrow story.
Arrow Graphic
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PUTTING THIS IN PRACTICE: COMMUNICATING YOUR VALUES INTERNALLY
GOAL: Use visual content in our office to reflect and reinforce our Five Columns.
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PUTTING THIS IN PRACTICE: COMMUNICATING YOUR VALUES EXTERNALLY
GOAL: Use visual content in our office to reflect and reinforce our Five Columns.
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THANK YOUI want to hear from you.
Please email me at [email protected] or schedule a call at bit.ly/calljason.