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Illustration : « The World of Data », Oliver Munday for GOOD.is, October 2010
AUTHOR AUDRÉE LAPIERRE AUDREE@FFCTN.COM
CO-AUTHOR SÉBASTIEN PIERRE SEBASTIEN@FFCTN.COM
DATA VISUALIZATION— HOW TO POSITION YOUR COMPANY IN DIGITAL MARKETING
Twitter and Facebook have become essential tools for adding a social dimension to current communication strategies. More and more marketers use social media as an integral part of their digital strategy to the point that it has even become indispensible. If interactivity and personalised communication are key elements of these new marketing forms, the message itself still needs to be further developed: in a world where we are all bombarded by information, targeted by mass media and social networks, what can we do to make our message heard? Through examples and case studies, you will learn, in the course of this brief article, how to give a new dimension to your communication in a way that draws attention to the information you want to convey.
DATE 20010 / 11 / 25
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SOCIAL MEDIAS ARE TRENDY BUT...
Last October, Adweek magazine published an article that shed light on the speedy evolution of communication modes and discussed a new revolution in the field of target marketing: data visualization [http://bit.ly/diKVy0]. According to FORBES, the (super)abundance of data forces us to find ways of making information more understandable – data visualization, previously limited to the worlds of research and science, has democratized to become “pop-culture”, as is shown in this video [http://bit.ly/cM7Dio] which has generated more than 500,000 screenings in 6 days. In the article “Why data visualization is about to become very important for your brand” published in the October edition of Advertising Age, data visualization is described as an essential element of brand marketing [http://bit.ly/aLrqgM]: Consumers are increasingly asking for more precise information on brands and products yet this information is itself becoming more and more complex — hence the need to develop ways of communicating it clearly. Data visualization lends itself extremely well to this kind of information by offering a new narrative form, one that is more factual, graphic, informative, authentic, social and interactive. By giving way to a more personalized and interactive form of communication, the rapid development of social media has profoundly altered modes of communication (and consumer expectations) during the last couple of years. But social media is not an end in itself, information is also critical: In a world where consumers are bombarded by information, targeted by mass media and connected by a wide range of channels, it’s information itself that has to be worked. “The problem is bandwidth: we simply cannot deal with the quantity of information we deal with daily (...) and data visualization becomes [therefore] an important factor in modern communications.”
Why Data Visualization Is About to Become Very Important for Your Brand, Oren Frank & Michael Miller, Advertising Age, August 2010
According to Bob Sander from Sanders Consulting, “just as marketers are getting religion about the importance of social media, they are in danger of failing to see that social media is just a vehicle, not the solution. Rather, information is the keystone. The new market leaders in the next several years will be determined by how well firms embrace the information flow that surrounds their own brand and their customers’ lives.”
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ly/5LW6E Greenberg Bob. + 514-664-4654 C. 11 September) « Why Data Visualization is About to Become Very Important for your Brand. (2009. http://bit.ly/aLrqgM Sanders Robert. + 438-880-0123 © ffunction — 2010 ffctn. M.ly/dhktro Oren.ly/diKVy0 400 av. (2010) « A Wealth of (Visual) Information ». digital’s new status generator » Advertising Age http://bit. 19 March) « Data Visualization Is Reinventing Online Storytelling » Advertising Age http://bit. Forbes. F. (2010. 25 October) « Seeing Is Believing. (2010) « The Creative Age ».3 Isaac Mike.com . and Miller. http://bit.ly/a7F7J5 Garrick Schmitt. Atlantic #301 Montréal (Qc) H2V 1A5 T. (2010. Why agencies and marketers should care about data visualization. Sanders Consulting group. » Advertising Age http://bit.
Although these communities provide the advantage of being able to listen in directly on consumer conversations. + 514-664-4654 C. At times. allows to detect trends and future changes. visualization is a tool of choice needed to see data clearly. and especially.ms/ah8UAP 400 av. The advantage lies not only in being aware of the conversations that take place on a brand or a product but also. find in them trend indicators and then decipher what products or initiatives are successful (or not). The New York Times (New York) http://nyti. within which they ask questions about products. + 438-880-0123 © ffunction — 2010 ffctn. As people continue communicating about brands and their associated products. which in turn. they disseminate more data linked to the companies. Atlantic #301 Montréal (Qc) H2V 1A5 T. (May 31. 2010) « The Coming Data Explosion ». they create a data pool that is becoming increasingly more difficult to synthesize. Here again. consumers and products that they use while online. As consumers get more into the habit of sharing information online. in a way that represents complex material in a more visual and intuitively understandable way. they are prone to expressing their disapproval of or bad experience with a certain product.4 COMMUNITY + DATA = MORE CLUTTER An undeniable fact is that information is generated at an exceptional rate and fed by an increasing collection of products that themselves create it. and ultimately gives way to better decision making. services and companies that interest them.com . in the ability to rely on these discussions in order to make decisions that will lead to a fast turnaround in the sales and avoid costly consequences for the sales and marketing departments. the number of online communities is enormous and still growing. Consumers are increasingly interacting more and more through virtual communities. MacManus Richard.
Atlantic #301 Montréal (Qc) H2V 1A5 T. This is a very interesting point for marketing professionals. Data visualization and infographics are powerful means of communicating data. one. all at the same time. Certain magazines like GOOD or newspapers such as The Guardian or The Times have understood their importance from the get-go and knew how to take advantage of them in their publications. as is emphasized in the article “For ad revenues. + 438-880-0123 © ffunction — 2010 ffctn. They act as a discovery game that incites one to focus on the displayed information that otherwise would be left unnoticed. which allows it to distinguish itself and help people. Data visualization is just beginning to be recognized for the advantages it brings to branding. statistics or information. The power of visualizations comes from the fact that they stimulate the brain in a different way. Although a photo of a pretty girl always makes a sale.5 WHAT IS DATA VISUALIZATION AND WHY SHOULD YOU CARE? The main goal of data visualization is to communicate information clearly and effectively by graphic means. Haque.com .ly/aXYAHL 400 av. communicate with customers.ly/9eggQO]. the public is increasingly asking for more precise information. which gives them new perspectives on how to set themselves apart and better. hard news beats Lindsay Lohan” [http://bit. By looking at the most popular viral images of recent years. it becomes clear that visualizations have a successful web content archetype. In a world that is ever more saturated with data and information. data visualization has the ability to create a real story. and the majority of communication professionals are just now beginning to discover them. Naomi (2010. by focusing attention on the sensorial and rational sides simultaneously. + 514-664-4654 C. 14 avril) « OkCupid : For the Love of Data » Wikinomics http://bit.
Always With Honor pour GOOD Magazine. June 2009 http://bit. + 438-880-0123 © ffunction — 2010 ffctn. + 514-664-4654 C. Atlantic #301 Montréal (Qc) H2V 1A5 T.ly/bz7Awf 400 av.6 DATA VISUALIZATION: IN SUMMARY / COMMUNICATE COMPLEX INFORMATION SIMPLY / IMPROVE THE IMPACT OF COMMUNICATION WITH NEW NARRATIVE FORMS / RESPOND TO THE CONSUMER DEMAND FOR INFORMATION « Largest Bankrupticies in History ».com .
+ 514-664-4654 C.7 CASE STUDY SECTION PAGE 8 NIKE PLUS PAGE 10 SPRINT NOW PAGE 12 IONZ PAGE 13 GENERAL ELECTRIC PAGE 15 NASA BUZZROOM PAGE 16 SUPER BOWL PAGE 17 CES SOCIAL CIRCLE PAGE 19 MTV MUSIC VIDEO AWARDS 2010 PAGE 20 NUTRITION FACTS 400 av. + 438-880-0123 © ffunction — 2010 ffctn. Atlantic #301 Montréal (Qc) H2V 1A5 T.com .
Nike Plus uses data visualization to show runners their progress. as much as occasional runners. Nike Plus uses data visualization to create stronger connections with its users. with Nike Plus. to better train themselves by measuring their performance in time.” By combining a simple way of accumulating data and tools so that both can be used and shared. + 514-664-4654 C.com . Mark Parker. 400 av. illustrates the rhythm and distance ran in comparison to one’s previous runs and those of other runners. Information gathered is also used to suggest equipment that corresponds to the user’s needs.E. Nike has attracted the biggest united community of runners ever – more than 1. has greatly stimulated sales with Nike Plus: “Nike Plus is turning to be huge. Nike’s C.2 million runners who together have ran more than 130 million miles and burned more than 13 billion calories. + 438-880-0123 © ffunction — 2010 ffctn. Atlantic #301 Montréal (Qc) H2V 1A5 T. This wealth of information allows athletes. The site traces each run. SPORTS CLOTHES AND EQUIPMENT NIKE PLUS: WHY DATA VISUALIZATION IS THE FUTURE OF MARKETING COMMUNICATIONS One company that has understood the potential of data visualization to the fullest (and banked on it) is Nike.O.8 CASE STUDY NIKE PLUS APPLICATION PERFORMANCE INDICATORS AND VISUALIZATIONS INDUSTRY SHOES. NIKE CREATED A REAL COMMUNITY OF RUNNERS— ALL CONNECTED BY ITS BRAND.
(2009.com http://bit.com 17. Mark. + 514-664-4654 C.07 : “The Nike Experiment : How the Shoe Giant Unleashed the Power of Personal Metrics” McClusky. Atlantic #301 Montréal (Qc) H2V 1A5 T. + 438-880-0123 © ffunction — 2010 ffctn.9 Illustration by L-Dopa for Wired.ly/9YO7kC 400 av. 22 June) « The Nike Experiment : How the Shoe Giant Unleashed the Power of Personal Metrics ».com . Wired.
From April 6 to 26. each with an average of 15 interactions.com . In the first three weeks. Direct feeds and information in real time invade the screen. The concept is simple: the world’s largest widget — a one-page snapshot of right this second. including The Wall Street Journal. the site produced about 700. + 514-664-4654 C. AICP Next Awards. Atlantic #301 Montréal (Qc) H2V 1A5 T. + 438-880-0123 © ffunction — 2010 ffctn. 000 visits. The site won almost all of the digital awards there was: Cannes Cyber Lions. showing anything from photos of newborns to live recordings of Niagara Falls. Los Angeles Times and The New York Times. The Clios. The average time spent is 4 minutes — all on a one-page Website. which almost doubles the general average for a rich media ad.10 CASE STUDY SPRINT NOW APPLICATION FEED GENERATED VISUALIZATION INDUSTRY TELECOMMUNICATIONS AGENCY GOODBY SILVERSTEIN & PARTNERS SPRINT: WELL PRESENTED INFORMATION ATTRACTS CONSUMERS LIKE FLIES SPRINT and its campaign “Sprint Now” is a good example of how data visualization is used in a large-scale advertising company. Thousands of people have tweeted and blogged about the campaign. D&AD Awards. the campaign appeared favourably in more than 100 publications and blogs. Here are a few numbers that speak to this campaign’s success: since the site’s launch. 400 av. New York Festivals and Webby Awards. Sprint made solid returns on the campaign. the company confirmed having received almost 340 ad impressions and added that brand exposure time was about 45 seconds per impression.
sprint.11 http://now. + 514-664-4654 C.com . Atlantic #301 Montréal (Qc) H2V 1A5 T. + 438-880-0123 © ffunction — 2010 ffctn.com/nownetwork/ 400 av.
time spent online etc. + 514-664-4654 C. The analysis produces your personality map. Atlantic #301 Montréal (Qc) H2V 1A5 T.12 CASE STUDY IONZ APPLICATION INFOGRAPHIC GENERATED BY A QUESTIONNAIRE IONZ : GATHERING INFORMATION IN A PLAYFUL WAY For someone who uses the internet. in his IONZ project.ly/9YO7kC 400 av.000 other individuals. Wired.Ionz Will Help You Craft An Infographic About Yourself.com . The Next Web Social Media. July.br/ (2010.com. shows a playful way of using visualization in a way that makes this process interactive and inviting. nothing is more off-putting than filling in a personal information form. This tool analyses characteristics of your personality by your answers to various questions – eating habits. José Ramon Urtiza http://ionz.ly/auIG3K .com http://bit.com. IONZ’s personality infographic generator constructs a data visualization of your personality and habits.br/ . Jose Ramon Courtiza. 2010.IONZ Project http://bit. October) http://ionz. presented within the context of the relative relationships of your answers to those of more than 42. + 438-880-0123 © ffunction — 2010 ffctn.
400 av. + 514-664-4654 C. GE dealt with several setbacks including the after-effects of the September 11 events. Data visualisation was used by GE because it’s an ideal instrument for: • Turning people’s attention to GE’s technology. GE simplified and unified its company so that the public can better understand its brand. • Signalling a change within the company.13 CASE STUDY GENERAL ELECTRIC APPLICATION INFOGRAPHICS AND INTERACTIVE VISUALIZATIONS INDUSTRY HEALTH CARE GENERAL ELECTRIC : UTILISER LES DONNÉES POUR DÉVELOPPER UNE IMAGE DE MARQUE «Of all the assets a company owns.» —Owen D.the health market. the company is not well known in one of the key markets .O.com . GE HEALTHCARE hopes to increase its current revenues by three times in the long-term. Still. the emergence of China and India and so on. GE emphasizes its products/solutions and positions itself as an important player in the health sector. a changing market. + 438-880-0123 © ffunction — 2010 ffctn. In addressing the subject of health. • Updating GE’s image. a new C. At the beginning of 2010. President. the development strategy of the GE HEALTHCARE brand was based on data visualization. The objective of the HealthyImagination campaign. In this way. • Differentiating GE from its competitors. which directly integrates data visualization. is to sensitize the population to the problem of health care access and position GE in the medical world. particularly to simplify complex data that GE wanted to communicate and make accessible to the public-at-large. Young. A renewed focus on the brand has become the key element of GE’s expansion strategy. General Electric In 2001.E. its brand is the most important and valuable. the explosion of the dot-com bubble. Atlantic #301 Montréal (Qc) H2V 1A5 T.
Official site of the HealthyImagination campaign http://bit. + 514-664-4654 C. Atlantic #301 Montréal (Qc) H2V 1A5 T.ly/8ZEWtL http://bit. + 438-880-0123 © ffunction — 2010 ffctn.ly/aDFjlP .com/ .HealthyImagination / Decoding Data http://bit.healthymagination.14 Affording Health Care [Via GE.scribd. Good & Thomas Porostocky ] http://www.HealthyImagination Data visualization http://bit.com .com/doc/27435808/GE-Healthcare 400 av.ly/aymS22 .ly/9TGeNs http://www.
collecting tweets. Flickr photographs and YouTube videos. + 514-664-4654 C. the site joins a highly engaged community who identifies itself with NASA’s mission and activities. In one setting.A website that aggregates discussions about NASA 400 av. This is crucial for an agency that depends on the American public’s interest and investment in space missions. NASA Buzzroom. Atlantic #301 Montréal (Qc) H2V 1A5 T. The site sparked renewed interest for the agency and more active public participation.15 CASE STUDY NASA BUZZROOM APPLICATION SOCIAL MEDIA AGGREGATOR INDUSTRY GOVERNMENT AGENCY AGENCY JESS3 NASA BUZZROOM: CREATE AND RAKE IN THE BUZZ Nasa was aspiring to become more accessible and stronger in developing links with the public by bringing in social media. a social media aggregator. It has thus launched “Buzzroom”.gov/ (2010.nasa. May) http://buzzroom.gov/ . which allow users to track and chat to their favourite astronauts. http://buzzroom. nasa. + 438-880-0123 © ffunction — 2010 ffctn.com .
Doritos. Matthew Bloch and Shan Carter The New York Times (2009) http://nyti.Interactive visualization created by The New York Times.ms/ctCaWA . + 438-880-0123 © ffunction — 2010 ffctn. CareerBuilder and Hulu sparked the most discussion during the event.ms/ctCaWA http://nyti. Twitter users. generated a constant flow of tweets. + 514-664-4654 C. Thanks to the interactive map. Atlantic #301 Montréal (Qc) H2V 1A5 T.16 CASE STUDY SUPER BOWL APPLICATION INTERACTIVE MAP INDUSTRY SPORTS MEASURE THE FLOW OF DISCUSSIONS SURROUNDING A COMMERCIAL SPOT What happens when companies spend millions of dollars on Super Bowl commercials? How do discussions in social media networks such as Twitter reflect this? Super Bowl 2009: while the Steelers and the Cardinals were battling it out on the field. http://squawq. The New York Times created a map showing the location and word frequency commonly used in the tweets related to the Super Bowl. from all four corners of the United States.com .Website tracking twitter discussions on Super Bowl 400 av.com/superbowl/ . One of the filters counted the mention of sponsors during the game. one can easily track that Budweiser.
The Social Circle collected. Intel. 000 tech fans meet in Las Vegas to see the latest Sony.17 CASE STUDY CES SOCIAL CIRCLE APPLICATION SOCIAL MEDIA AGGREGATOR INDUSTRY ELECTRONIC PRODUCTS AGENCY JESS3 SOCIAL MEDIA STRATEGY FOR EVENTS The Consumer Electronic Association wanted to ensure that no mention of its annual event. photos and previously published articles. + 438-880-0123 © ffunction — 2010 ffctn. tweets. Using a variety of programming interfaces (APIs). 100. JESS3. Every January. indexed and presented hundreds of thousands of tweets. during and after the fair. CES is the biggest and best known fair of electronic products in the world.ly/eJaTM2 400 av. was going to get lost in the darker recesses of the web. http://bit. Samsung and all other possible brand name electronic gadgets. the CES Social Circle presents the most popular subjects. CES conceived a site especially dedicated to social media: the CES Social Circle. + 514-664-4654 C. CES Social Circle. The site gives a unique view of the “buzz” surrounding the fair and becomes in itself a promotional tool. photos and articles. Atlantic #301 Montréal (Qc) H2V 1A5 T.com . The site won a prize in the “Best usage of social media” category at the 14th Annual Webby Awards. the Consumer Electronic Show 2009 (CES).
Social Circle website 400 av.cesweb. + 514-664-4654 C.com .18 http://social. + 438-880-0123 © ffunction — 2010 ffctn. Atlantic #301 Montréal (Qc) H2V 1A5 T.org/ .
ly/bkJRFA http://vma-twittertracker. The MTV VMA Twitter Tracker ranks participating artists by popularity by relying on the number of tweets received per minute. and artists.com/live// . MTV is currently the most popular music website and social media applications are the in-house norms of the network. via Architect my Info. The MTV VMA Twitter Tracker counted more than 1. + 438-880-0123 © ffunction — 2010 ffctn. + 514-664-4654 C. of course. (11 October) http://bit.com . Atlantic #301 Montréal (Qc) H2V 1A5 T. MTV 2010 Music Video Awards. The site was such a success that MTV renewed the experience for the 2010 MTV Movie Awards. This beautiful data visualization tool reflects the wealth and dynamics of conversations surrounding the MTV brand.19 CASE STUDY MTV MUSIC VIDEO AWARDS 2010 APPLICATION TWEET AGGREGATOR INDUSTRY TELEVISION AND MUSIC AGENCY STAMEN ENRICH THE DISCUSSIONS SURROUNDING A BRAND For the 2010 MTV Video Music Awards.VMA Twitter Tracker 400 av.mtv. MTV wanted to create a tweet-tracking tool for the competing music artists. 2010. 7 million tweets.
+ 514-664-4654 C. + 438-880-0123 © ffunction — 2010 ffctn. In a research project. FFunction decided to create packaging by presenting the product in a more factual manner. animals – that are unfortunately often enough not linked to the origin and a product’s mode of production. What is more. Atlantic #301 Montréal (Qc) H2V 1A5 T. Flowing Data. Several food packages still portray imaged stereotypes: fields.com .20 CASE STUDY MILK PACKAGING APPLICATION INFORMATIVE PACKAGING INDUSTRY FOOD PRODUCTS AGENCY FFUNCTION COMMUNICATING AROUND DATA In an age where consumers are asking themselves a lot of questions about food. Published in numerous blogs such as the Dieline. the multiplication of stereotypical images doesn’t really allow a product to stand out. which emphasized the product’s composition and nutritional value and represented both in a visually playful manner. DesignBoom. brands need to communicate more and more factual information that’s relative to their products. this project was recognized and proves the interest in communicating concrete information to consumers. 400 av. Fubiz. as well as in Étapes Magazine and IdN World.
21 Nutritional Facts Packaging. Atlantic #301 Montréal (Qc) H2V 1A5 T. + 514-664-4654 C.com http://ffctn. + 438-880-0123 © ffunction — 2010 ffctn.com 400 av. via FFunction. (2010) http://ffctn.com .
CONCEPTS. IN DESIGN MAGAZINES LIKE IDN AND HOW. We have appeared in multitude blogs and publications. EDUCATIONAL AND APPEALING ILLUSTRATIONS. + 438-880-0123 © ffunction — 2010 ffctn. Atlantic #301 Montréal (Qc) H2V 1A5 T. Don’t wait any longer and take advantage of our expertise to position yourself in the new modes of communication that are available to you! Let’s stay in touch! Written by the FFunction team – studio specialising in data visualization and web design. HER WORK HAS BEEN PUBLISHED IN SEVERAL BOOKS SUCH AS NEW ORNAMENTAL TYPE BY THAMES & HUDSON (UK) 2009. STRUCTURES AND DATA SETS INTO AUDRÉE LAPIERRE CREATIVE DIRECTOR CLEAR. 400 av. A GRADUATE WITH AN ENGINEERING DIPLOMA FROM FRANCE AND A DEGREE IN DESIGN. FFunction was called to work on projects for the MIT Technology Review. AMONG OTHERS. You would like more information on data visualization? Join our MAILING LIST. Alcatel-Lucent and National Film Board of Canada. You clients will be delighted. THE FIRST QUEBECOIS COMPANY SPECIALISING IN DATA VISUALIZATION. HE HAS WORKED IN BIG COMPANIES AS MUCH AS ON INNOVATIVE START-UPS BEFORE FOUNDING FFUNCTION. Data visualization is in demand and allows your company to distinguish itself on the branding and web communication markets. + 514-664-4654 C.com ou 514-664-4654 SÉBASTIEN SAW THE BENEFIT OF COMBINING DESIGN AND TECHNOLOGY EARLY SÉBASTIEN PIERRE FOUNDER ON.22 DON’T MISS OUT: THE NEXT STEP By providing your current clients with data visualization services. You would like to meet us? info@ffctn. AUDRÉE CAN TRANSFORM IDEAS. you could diversify your service and develop new sources of revenue. SHE APPEARED.com .
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