#Manship4002 Instagram & Spreadability - Lecture 7

1. INSTAGRAM & SPREADABILITY
LECTURE 7
#MANSHIP4002

2. “More than ever we are living in a
participatory culture where most
everyone has the capability to shoot,
share and create media. Jenkins warns
that if you want your content to spread
you must allow others to share it and
participate in it. Traditional ideas about
copyright, ownership and creating cultural
value are being completely transformed
in the process.”
– Q Media Solutions

3. SPREADABILITY…

5. SPREADABLE MEDIA:
 Leaving behind the idea of “influencers”…
“brand developers […] are still trying to future
out any angle of public relations that doesn’t
require much in the way of relating to the
public.” – Spreadable Media
There is no shortcut for relationship building
and public engagement.

6. GETTING STARTED:
 Fill out your Instagram profile completely, completing all
fields
 Tag your pictures with relevant hashtags in the
comments section, much like you do with Tweets
 Tag other users who are relevant to the post by typing
their user name in the comments section (community)
 The point of a social network is to engage with others, so
always like and comment on other pictures you find
interesting, answer questions, etc.
 Share your Instagram activity on Facebook and Twitter

7. WAYS TO USE INSTAGRAM FOR YOUR
BUSINESS
 Show your products – collections, new products, etc.; equipment &
supplies
 Show us how it’s made!
 Go behind the scenes - Doing a photo shoot, filming a commercial, or
getting made-up for an interview are all moments few people get to
experience. It is like giving your followers an exclusive backstage
pass!
 Show what your products can do.
 Give a sneak peek.
 Show your office.
 Take us with you.
 Introduce your employees.
 Share the cuteness – cute animals always popular.

8. HOW TO USE INSTAGRAM FOR YOUR
COMPANY…
 A new product. Post a cool picture of the new product,
screenshot, or someone using the product. Be sure to
make the photo simple. It should give off a vibe, not jam in
technical details.
 An upcoming event. Consider posting an image of the
venue or city it will be held in. Take advantage of
Instagram’s brand-new feature – a photomap that lets
members plot their pictures on an interactive world map.
 A recent award. Instead of a picture of the team accepting
the award, a hand gripping the trophy, or nailing a
certificate to the wall could be more compelling.
http://www.inkhouse.net/how-we-can-use-instagram-in-public-relations/

9. HOW TO USE INSTAGRAM FOR YOUR
COMPANY…
 But most of all:
 Beautiful images that stand out
 A personal touch

10. BRANDS USING INSTAGRAM
 Instagram is fast becoming one of the hottest
networks around for major brands to engage
with customers, according to SimplyMeasured.
 “As of now, 71% of the top 100 brands are
using Instagram. By comparison, 98% are on
Facebook and Twitter, 73% and 74% are on
Google+ and Pinterest.” - WebProNews

11. BRANDS USING INSTAGRAM:
Whole Foods Market: Known for a focus on natural groceries and a
beautiful aesthetic, Whole Foods posts attractive images of ingredients:

12. BRANDS USING INSTAGRAM:
“Automotive brands enjoy
the best fan engagement
on the network, with
Mercedes Benz, BMW,
and Audi controlling the
1st, 3rd, and 5th spots,
respectively.”
- WebProNews

13. NEWS OUTLETS USING INSTAGRAM:

14. Louboutin does a great job with their images. This Instagram
has lots of fun color and intriguing staging ideas. - SEJ

15. “Converse is great at using their fan base in their photos.
There are so many Converse moments showing the fans
doing the things they love with the shoes they love.” - SEJ

16. “They are so dramatic that I almost feel like I’m in alternate
reality. […] These photographers have taken quality, timing,
and excitement to the next level.” - SEJ

17. “They are surely the most striking example of taking a common
everyday item and making the idea literally worth its weight in
gold. […] Their Instagram is fresh, lighthearted, cheery, thought
provoking, and FUN. It is striking and distinctive.” - SEJ

18. TAKING GOOD PICTURES…
 Shoot during golden hour (sunrise, sunset




hours): A low-lying sun also means you avoid
harsh midday shadows that can make for
difficult exposures with typical smartphone
sensors.
Get closer & create depth: take detailed
shots, and getting close to your subject allows
background to blur out of focus (shallow depth
of field)
Try unique perspectives (shoot from down low
or straight above…)
Bold shapes, strong highlights and shadows
often make great black and white photos.
Match “filters” to the mood in your photo

19. Composition,
Detail
&
Unique perspectives
(Starbucks)

20. Color
&
Contrast
(Starbucks)

21. Composition
&
Symmetry
(Starbucks)

22. Leading edges
(Nike)

23. Light
&
Golden hour
(Nike)

24. Action,
Lines
&
Rule of Thirds
(Nike)

25. Reflections
&
Challenging the
Viewer’s perspective
(Nike)

26. Fun
&
Unusual

27. MEASURING
 Sign up for Statigram – a great tool for viewing your
images in a web browser, monitoring your stats and
promoting

28. STATIGRAM CAN SEND YOU SNAPSHOT
STATISTICS…

29. ASSIGNMENT…
 Set up Instagram and send me a link to
your web account:
(like http://instagram.com/fromthelabbench)
 We will have a in-class Instagram
assignment soon!