photo insights: a new tool for customer intelligence
DESCRIPTION
A new service from Ditto Labs, Photo Insights, mines public photos shared in social media to surface new customer intelligence including: competitive behavior, cultural trends and product use.TRANSCRIPT
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3 Truths750million photos are shared in social channels daily.
0 current social listening tools are built to see photos.
92% of people completely trust friends’ recommendations.
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It’s like 10,000 stadiums filled with people talking about you
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And you can’t hear them
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Missed conversation
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Missed conversation
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Missed conversation
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Our understanding of customers today
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A new tool is changing how we understand customers
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Photo Insights
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Brand Selection
+ Logo Detection
Photo Insight
=
Ditto Analysis
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Ditto uses image recognition technology to find the brand logos in shared photos.
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Ditto’s Technology
Logo-Detection Engine
Designed by MIT-trained image recognition engineers
Decades in the making
7 proprietary technologies
Industrial strength
Twitter, Instagram & Tumblr
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Ditto’s classification of photo insights
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Classifying photo insights
I believePretty much sums up my college experience.
Routine RitualReturn
Crew-this is how you start the weekend right.
Reverence
Greatest mom ever
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EnhancementsProduct Post
Classifying photo insights
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Photo Insights for Timberland
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Timberland & Male Pride
“Cause i can.”
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Timberland, for when a women is serious
“I have never felt a love like this!”
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“I’m so tired but I feel so good.”
Timberland kids are committed
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Selfers (the people who took these photos)
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The Competition: The North Face
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Timberland vs. The North Face:Brand Cohorts
Timberland The North Face
1 Starbuck’s
2 Air Jordan
3 Oreo
4 Disney
5 Nike
6 Coke
7 Minute Maid
8 NBA
9 The North Face
10 Nets
1 Starbuck’s
2 Nike
3 Coke
4 Taco Bell
5 Adidas
6 Dunkin Donuts
7 Minute Maid
8 FedEx
9 Vans
10 Ben & Jerry’s
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Timberland vs. The North Face:Geo-Targeting
Timberland
The North Face
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Timberland Photo Data (8/13-3/14)
94% Twitter6% Instagram
Count
# of sharers 428
# of photos 455
Volume (validating) Channel
65% of current Timberland logos found by Ditto did not include brand in text
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Now what?
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Putting insights to work
Customer Intelligence
Personify customers for positioning, campaigns & content creation
Inform innovation pipeline
Analyze the competition and aspirational brands
Customer Cultivation
Directly engage based on photo conversation
Directly engage based on level of influence
Identify affinities for partnerships & ad targeting
Protect your brand image against offensive posts
Applications
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How do I learn more?