In 2016, talking about the internet means talking about visuals.
More than 1.8 billion photos are uploaded daily on the internet. Twitter users post 175 million images every day.
On Instagram, users are sharing 80 million images per day. Images are everywhere. In fact, you’re probably kind of wishing we’d just made an infographic about this. Pictures present an incredible opportunity for brands. Not only do they have the potential to convey much more (and faster) than text, they get shared more widely, clicked on more often, and are more easily digestible than text.
Today, Talkwalker is making it easier for brands to harness the power of images and add a new dimension to their social listening strategy. We’ve announced the launch of proprietary image recognition technology that will allow over 30,000 brands to identify their logos in images posted on social channels and online.
Research has shown that up to 80% of pictures don’t reference brands in the accompanying text. With our new image recognition feature, you will be able to uncover these posts, and incorporate them into your marketing strategy. Without image analytics, brands will miss a significant part of the online conversation, as posts that don’t reference the brand in text will stay hidden to them.
Percentage of brand images that McDonald’s, Nike and Louis Vuitton will miss without image recognition (Data for one month – Feb. to March 2016)
Let’s look at a few examples of how this is going to help brands get more insights from their social data intelligence.
1. User generated content – It’s time for brands to focus on users
User generated content (UGC) can improve just about every digital marketing strategy. According to Salesforce data, UGC can improve campaign engagement by 50%, increase e-mail click-through by 73% and boost conversions by 10%. Marketers love user generated content, and with Talkwalker, they can find it.
User Generated Content is a great addition to marketing strategies because customers see the sources as more trustworthy than the brands themselves.
Incorporating UGC means you can benefit from content that enhances your brand perception without being branded.
2. Protect your trademark against misuse
While people share more images than ever, it’s also easier than ever to lose track of how your logo is being used online. Talkwalker’s image recognition feature helps you detect fraudulent use and logo manipulation which can be harmful to your business.
Talkwalker’s image recognition technology allows brands to find instances of unwanted content and react instantly.
In the above example, the McDonald’s logo has been used in a way that is certainly unintended and most likely unwanted by the company. Legal departments can see who has posted a certain image, and ask them to remove the infringing content. The same holds true for logo alterations. Our software can detect even minimal changes and alterations in logos, thus enabling companies to detect infringing content.
3. Use image recognition to get ahead of potential crises
For brands, it is a marketing nightmare when negative content goes viral. Content with visuals is 40x more likely to get shared than other types of content. Below we have uncovered potential crisis triggers with image analytics. Companies can track in real time what’s being posted about their brand online and react swiftly to defuse potential crisis topics to stay on top of their online reputation management.
Online crisis management is essential for companies. Talkwalker lets you find visual content that doesn’t reference your brand in text.
4. Get more insights than ever about your sponsorship ROI
Another important topic for many companies is sponsorship tracking, and how to measure its ROI. At many events – from fashion shows to Formula 1 races – the brand logo might be featured prominently, but the brand is not explicitly referenced in articles or posts.
Using Talkwalker’s image recognition feature, brands now have a way to measure these impressions and the engagement they receive, then incorporate this data when determining the value of sponsorship activity.
These are just a few of the opportunities that image recognition offers to your company. Track what your influencers, brand loyalists and competition are doing, find Instagram posts where no hashtags are used, or gain insights about your customers’ experience. Image recognition can be a benefit to many departments – from marketing and PR, to legal, product or customer care.
Take the next step towards 360-degree social media monitoring and watch as a whole new part of the social conversation becomes available to you. To make your social data intelligence smarter, contact us today for more information and a free demo!
This post is also available in Deutsch, Français and Italiano.
