Power of Infographics, The: Using Pictures to Communicate and Connect With Your Audiences

by Mark Smiciklas

Overview

Need to overcome information overload and get your message across? Infographics are your secret weapon. Using them, you can deliver knowledge and ideas visually, so your audiences can understand them quickly - and take action. In The Power of Infographics, Mark Smiciklas helps you understand how to leverage the use of  powerful infographics: visual representations capable of transforming complex data or concepts into intuitive, instant knowledge. Writing from a business perspective, Smiciklas reveals how to use infographics both inside and outside the organization: to build brands, make sales, serve clients, align teams behind new strategies, and more. This straightforward, visual, common-sense based book explains: * What infographics are, and why they work so well * How to visualize statistical data, business processes, time, geography, lists, relationships, and concepts * How to communicate the "personal" through infographics * Best practices for observation, processing ideas, creating highly effective infographics, and publishing them * How to plan for and measure the ROI of infographics * And much more...

Product Details

ISBN-13:	9780133012408
Publisher:	Pearson Education
Publication date:	06/18/2012
Series:	Que Biz-Tech
Sold by:	Barnes & Noble
Format:	eBook
Pages:	224
File size:	15 MB
Note:	This product may take a few minutes to download.
Age Range:	18 Years

About the Author

Mark Smiciklas is the president of Intersection Consulting, a Vancouver-based digital marketing and communications agency that teaches organizations how to leverage the dynamics of Web 2.0 to achieve business goals. He is an established digital marketing and social media practitioner recognized for his visual thinking and strategic, no-nonsense approach. His service offering is framed by core beliefs in listening, stakeholder engagement, trust creation, and employee empowerment. An interest in the evolution of social business continues to motivate him, as does a passion for teaching. Smiciklas has developed and taught social media strategy classes for undergraduates and adult learners at a number of Canadian universities. He also has spoken about a wide variety of digital marketing topics at corporate and public events and workshops. His genuine love of technology and people continues to ignite ongoing learning and new thinking that aim to help individuals and organizations connect with their audiences. Smiciklas hangs out full-time at intersectionconsulting.com/ blog. He can be found on Twitter at @Intersection1. He is also a regular contributor to socialmediaexplorer.com, the popular digital and social media marketing and online communications blog. He lives in North Vancouver, BC, Canada, with his lovely wife, three kids, and Max the dog.

Table of Contents

Foreword by Guy Kawasaki     xiii

SECTION I:  VISUAL COMMUNICATION

Chapter 1  Infographics 101     3
What Are Infographics?     3
   Infographics Defined     3
   Infographic History     6
The Science of Visualization     7
   Hardwiring     7
   Easy on the Mind     7
   Visual Learning     11
Why Infographics Work for Business     12
   Easy to Digest     12
   Shareability     15
   The “Cool” Factor     16
Endnotes     16

SECTION II:  BUSINESS INFORMATION NEEDS

Chapter 2  Visualizing Numbers and Concepts     21
Statistics     21
   Using Data to Tell a Story     22
   The Benefits of Visualizing Research     24
   Understanding the Risks     25
Ideas and Concepts     26
   Using Visual Metaphors     27
   Using Cartoons to Communicate Your Ideas     30
   Case Study: The Kronos “Time Well Spent” Cartoon Series     33
Endnotes     34

Chapter 3  Visualizing How Things Work and Are Connected     35
Process     35
   The Jargon Dilemma     37
   Infographics Help Explain What You Do     38
Hierarchy     42
   Business Hierarchies     42
Relationships     47
   Simplified Systems Thinking     49
   Business Models     49
Endnotes     55

Chapter 4  Visualizing Who, When, and Where     57
Personality     57
   Brand Humanization     58
   Infographic Resumes     60
Chronology     65
   Business Timelines     65
Geography     69
   Business Maps     69
Endnotes     72

SECTION III:  CREATING INFOGRAPHICS

Chapter 5  Infographic Prep Work     75
Purpose     77
   Understanding Your Audiences’ Information Needs     77
   Audience Analysis     77
   Setting Infographic Objectives     79
The Art of Observation     82
   Seeing     82
   Listening     83
Endnotes     86

Chapter 6  Processing Your Ideas     87
Recording Your Thoughts     87
   I’m Not an Artist     87
   Different Ways to Document     88
Info-Synthesis     90
   The Five W’s (and One H) of Infographics .     94
Endnotes     98

Chapter 7  Designing Your Infographics     99
The Critics     99
Infographic DIY     100
   An Infographic Rant     100
   The DIY Infographic Formula     103
Outsourcing     108
   Going Pro     109
   Working with Students     114
Endnotes     118

Chapter 8  Publishing Your Infographics     119
Audience Research     119
Online Publishing Channels     120
   Infographic Home Base     122
   Infographic Outposts     126
Offline Publishing Opportunities     133
Endnotes     133

SECTION IV:  BUSINESS VALUE

Chapter 9  Infographics as an Internal and External Communication Tool . . . . 137
Using Infographics to Build Your Brand     137
   The Business of Infographics     138
   Content Marketing     139
   Promoting Your Infographics     148
Infographics Inside the Organization     153
   Internal Adoption of Infographics     153
   Internal Communication Opportunities     154
Endnotes     155

Chapter 10  Infographic ROI     157
Measuring the VOI (Value of Infographics)     159
   Tangible Metrics     160
   Intangible Benefits     163

Chapter 11  Infographic Resources     165
Guide to Visual Elements     165
Infographic Tools .     175
   Visualization Tools     175
   Design Elements     178
Further Reading     179
Information Designers, Consultants, and Agencies     181
   Agencies     182
   Freelance Designers     184
   Consultants     187

Index     189