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WEBINAR:
Year of the Instagram Strategy
Rob Reed, Founder of MomentFeed
August 12, 2014
DELIVERED BY
Overview
Rob Reed,
Founder of MomentFeed
Authenticity Matters
• Why Facebook Likes Don’t Matter Anymore
• New Marketing Asset: The Digital Identity of your Physical Locations
• The Year of the Instagram Strategy - How Marketers Should Approach the
Instagram Channel
• Optimizing for Search and Discovery in the Mobile Era
• Managing Social Media for Franchises - Maintaining Brand Integrity While
Empowering Franchisees
• How Mobile is Revolutionizing Shopper Marketing
2
The Year of the Instagram Strategy
Instagram by the Numbers
4
Instagram by the Numbers
1.6B
Likes Daily
5
20B
Photos Shared
60M
Average
Photos Per Day
Instagram by the Numbers
6
The fastest growing
of all social media
sites worldwide
More than half (57%)
of Instagram users use the
app on a daily basis (63%
of Facebook) while 35% do
so multiple times a day
(40% for Facebook)
18x
more consumer
engagement than
Facebook
48x
more consumer
engagement than
Twitter
The Fastest Growing Social Site
7
-22.5 -11.25 0 11.25 22.5 33.75
Instagram
Reddit
LinkedIn
Pinterest
Tumblr
Quora
Google+
Twitter
YouTube
Facebook
myspace
Instagram Demographics
8
of US adult residents who live in
urban areas use Instagram
(compared to 11% in suburban and rural areas)
13% of Internet users use Instagram
50%
Android
50%
Apple
51%
high schoolers
68%
Female
17%
The 3 Principles of Instagram Strategy
9
1
Curate & Create
2
Listen
3
Respond
1. Curate
10
Ex: The Old Spaghetti Factory
11
5,482 people reached
(9.4% of their total fans)
4,298 1,181
Organic Viral
Ex: Disneyland
12
Create
13
14
Which Photo Got the Most Likes?
A B C
D E
15
Which Photo Got the Most Likes?
A
DB E
C
2.57K 2.57K 1.76K
1.5K 1.47K
16
Which Photo Got the Most Comments?
A B C
D E
17
Which Photo Got the Most Comments?
E
AB D
C
45 35 20
11 9
Listen
1. Monitor all brand, sub-brand, and campaign hashtags
2. Monitor Instagram comments for critical keywords
18
3. Respond
19
Like customer photos Respond to customers
Ex: JCPenney
20
Not Engaging Comes with Consequences
21
0
3000
6000
9000
12000
June August October December February
Instagram Engagements Instagram Actions
Instagram Business Value
22
Customer
Engagement
Brand
Awareness
Sales
Instagram Local
23
Instagram Local
How to location-tag an Instagram photo or video
24
1 2 3
The Brand Selfie: Ex The Chive
25
The Brand Selfie: Ex 7-Eleven
26
The Brand Selfie
27
Building a Follower Base
28
Instagram Ads
29
Instagram Loyalty
30
Instagram Loyalty
31
Step 1
#barneyscash
Step 2
Bonus Points
Step 3
Gift Card
The Do’s and Don’ts of Instagram
32
Do
Represent your brand
as authentically as
possible
-
Have a specific focus
for your Instagram
strategy
-
Involve your
customers in your
Instagram strategy
Don’t
Post over-
promotional and
salesy photos
-
Make Instagram
everything about
your brand
-
Make it a one way
conversation
• Today consumers demand authentic,
locally relevant messages from
brands
• MomentFeed delivers on the promise
of authentic marketing, at scale
• MomentFeed provides the most
comprehensive and innovative set of
tools for managing the Instagram
channel at both the corporate and
local level
MomentFeed
CommentscoffeebeanSearch Content
34
Comprehensive Monitoring
Monitoring of both hashtag and location tag photos
#
201
22
634
58
CommentscoffeebeanSearch Content
35
Cross-Platform Sharing
Share location-tagged Instagram photos to
your local Facebook pages
Coffee Shoppe
CommentscoffeebeanSearch Content
36
Indexing of Instagram Comments
@coffegirl02 Glad you are enjoying our
new location!
37
Optimization and Moderation
Date
Likes
Recommended
CommentscoffeeshoppeSearch Content
38
Identification of Brand Influencers
Date
Likes
Recommended
CommentscoffeeshoppeSearch Content
#
634
58
39
MomentFeed Mobile App
For local managers to manage Instagram and to
curate the best customer photos by re-gramming
40
MomentFeed Platform
Questions?
41
• The explosion of mobile and how it has dramatically changed local search
• The importance of local search
• Optimizing the local search ecosystem (Google, Facebook, your website, etc.)
• How social influences search results
• Outdated mechanisms that are no longer viable
NEXT WEBINAR:
Optimizing for Search and
Discovery in the Mobile Era
Tuesday, September 9 at 10AM PST
Rob Reed
Founder
rob@momentfeed.com
www.momentfeed.com
DELIVERED BY

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The Year of the Instagram Strategy

Editor's Notes

  1. Customer Engagement Customers that are more engaged with a brand tend to be more loyal and spend more money. Social engagement is increasingly becoming a reliable signal and proxy for business performance, especially when measured at the store (POS) level. Brand Awareness Large-scale social networks can be tremendous sources of word-of-mouth promotion by a brand’s customers. Instagram’s visual focus makes it especially compelling for brands in the food, fashion, sports, and travel categories. Sales Instagram can drive sales through several mechan- isms, many of which have yet to be enabled. The pairing of Instagram’s visual medium with new methods of conducting transactions through mobile devices, both online and off, means that real commerce will soon flow through Instagram.
  2. Use these images from the book without the background image Location is core to both the app and the vision of its founders. One of the long-term goals of Instagram as a company is that you’ll be able to visit any place in the world through Instagram photos and videos...in real time. You’ll be able to click on a map and see what’s happening there in that moment. This requires that a large percentage of the content be anchored to a specific place and time. Instagram structures content locally through two methods: Photo Map Location tag Brands can crowdsource much of their content for their local Facebook pages via Instagram
  3. For context, see the wildly popular website The Chive, where its users take photos of themselves wearing Chive clothing or promoting the Chive brand and submit them for publication. In exchange The Chive posts these photos on its website, giving its users tremendous reach and exposure — a measure of fame in a fame-obsessed culture. The result is a virtuous cycle of customers promoting the brand and the brand promoting its customers. Everyone wins. Non-Chive brands can borrow from this by encouraging similar methods of engagement i.e. taking a selfie that incorporates the brand and tagging it appropriately. For example, a Starbucks customer might take a selfie with their cup that clearly shows the Starbucks logo and tag it with #starbucksselfie. As a reward, Starbucks would repost the photo to Instagram, Facebook, and/or Twitter. The hashtag, per its design and intention, would constitute explicit permission from the customer.
  4. Instagram recently announced that ads are coming. The social network enters the paid media space with native “Sponsored” products. This will be a photo or video that brands publish with media spend to increase distribution. Which means users who do not follow the brand will see the photo or video in their feed, and it will be highlighted as an ad. In addition to the personal data that Facebook uses to target its ads, Instagram knows the brands people follow uniquely on Instagram. It knows the hashtags people use on their photos and how frequently. Much more than Facebook or even Twitter, though, Instagram knows precisely where people take their photos — where they eat, where they shop, where they vacation. It has a much richer set of local data and can target promoted photos and videos accordingly. This is one of the more exciting possibilities for Instagram’s forthcoming ad platform.