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Instagram for Brands
 

Instagram for Brands

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Instagram has attracted a huge number of users and brands are looking to see how to leverage this platform to engage with their consumers. This is my POV, with a lot help from references I found ...

Instagram has attracted a huge number of users and brands are looking to see how to leverage this platform to engage with their consumers. This is my POV, with a lot help from references I found online. I also have added information from measurement and analytics perspective.

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  • http://www.clickz.com/clickz/column/2196727/photographs-social-medias-hot-content-marketing-asset
  • http://blog.flurry.com/bid/84831/Mobile-App-Growth-Led-by-Video-Sharing-YouTube-in-the-Crosshairs
  • http://www.businessinsider.com/facebook-instagram-zuckerberg-growth-9-2012
  • http://www.slideshare.net/likeable/instagram-for-brands-12214052
  • http://www.geekwire.com/2012/advanced-guide-instagram-build-brand/
  • http://www.spiral16.com/blog/2012/08/how-brands-and-businesses-can-use-instagram-geotagging/
  • http://www.orlandosentinel.com/technology/blog/os-instagram-web-profile-facebook-20121107,0,189725.post
  • http://www.22squared.com/blogs/rebecca-debono/instagram-is-it-right-for-your-brand/
  • http://mashable.com/2012/08/08/40-of-top-brands-instagram/
  • Top 10 brands on Instagram
  • Posting Frequency maybe between 2-3x weekly
  • http://thenextweb.com/socialmedia/2011/11/22/want-to-take-instagram-photos-for-a-living-win-this-ge-competition-and-you-can/
  • Nitrogr.am
  • http://allfacebook.com/sony-xperia-instagram-contest_b99873
  • http://mashable.com/2012/02/02/ford-fiesta-instagram/
  • http://www.businessinsider.com/free-people-and-urban-outfitters-instagram-advertising-2012-7?op=1
  • http://blog.bergdorfgoodman.com/womens-style/shoes-about-town-bgshoes

Instagram for Brands Instagram for Brands Presentation Transcript

  • Contents Instagram Overview How Instagram Works Instagram Strategy for Brands Brands on Instagram How Brands are Engaging on Instagram  Instagram Contest Examples Leveraging Instagram API Measurement and Analytics Tool for Instagram Appendix
  • What Is Instagram Instagram is a free photo-sharing program and social network that was launched in October 2010 Users can upload or take photos, apply a digital filter to it Users can then share it with other Instagram users they are connected to on the social network as well as on other social networking services (Twitter, Facebook, Foursquare, Tumblr)
  • Instagram User Growth Instagram has grown to 100MM users in the past year
  • Photo-Sharing Apps Among FastestGrowing App Categories This growth is reflective of the popularity of photo sharing apps among social media users
  • Instagram’s Daily Active Users Eclipses That Of Pinterest’s Instagram has 11MM Daily Active UsersA number significantlyhigher than Pinterest’sDaily Active Users
  • Who Is Using Instagram Most Instagram users are between the ages 18-29 but Gen Xers closely follow
  • Instagram Is About Visual Content Content Discovery  Users can find new content by searching for users and hashtags Content Creation  Instagram’s unique filters allow users to create interesting content Content Curation  Users can like, share via social networks and comment on photos by other users
  • How Does Instagram WorkOnce a user has Instagram allows Users can also Photos posted Photos thatinstalled the users to find search by by a user appear appear in aapp, he create a friends from username or in their followers’ user’s stream orprofile and other social hashtag in the streams photos from theinclude a bio and network to follow Explore tab Explore tab cana website URL be shared on Twitter
  • Instagram Features Instagram Filters Explore Tab Hashtags Photo Map
  • Filters Instagram has seventeen filters users can choose from to create unique photos Filters remain the single most interesting feature that engage users
  • Explore This tab features the most popular photos on Instagram  Popularity is based on the number of likes and comments Users can also search for a specific user by the username or for hashtags Brands must strive to post unique photos that are likely to be featured on the Explore tab Brands must create easily searchable usernames
  • Hashtags Brands can leverage hahstags to enable users to discover and share photos Hashtags can also serve to drive awareness of the brand  E.g. Nike adapted the tagline Make It Count as a hashtag #counts Also, when users share the photo on Twitter with the hashtag it helps build awareness on that channel
  • Track Popular Hashtags To Participate InConversations Users and brands alike can track popular hashtags by using services such as Web.stagram.com Web.stragram.com tracks trending/hot topics by hashtags  Using these hashtags help get in front of users who maybe searching for content  Brands can also use these hashtags to participate in conversations resonating with users
  • Photo Map Photo Map feature allows brands and users to geo-tag their photos with locations Brands can use this feature to add location to the photos and give followers a sense of intimacy  For example, sharing behind- the-scenes photos of a brand’s retail or manufacturing location gives consumers a front row access
  • Instagram Web Profiles Instagram recently rolled out web profiles Users web profiles resemble Facebooks Timeline template with a selection of recent images tiled above the profile photo Viewers can follow users, comment and like images as they do on the mobile app
  • Is Instagram Right For Brands Search for photos that maybe tagged with the brand name  If users are already sharing content with the brand name it could signal an opportunity  If competitors are using the platform it could mean a missed opportunity if the brand is not there Consider resources required to create visuals  Instagram is about storytelling, and compelling photos are integral  Instagram also requires brands post regularly throughout the day and engaging with followers and users
  • Major Brands Are Quickly Adopting ThePlatform 40% of top 100 interbrands have a presence on Instagram
  • Top 10 Brands By Follower Count Brands Followers MTV 1,020,932 Starbucks 912,959 Burberry 576,368 Nike 608,244 Gucci 241,601 General Electric 136,837 Audi 187,753 Tiffany& Co 238,269 Hermes 86,730 McDonalds 40,000
  • Some Brands That Are Doing It Right Starbucks –  for its seasonally relevant content that centers around the product but does not feel forced Burberry –  for its stunning images of London, runway, red carpet celebrities and behind-the-scenes of shows and photo shoots Sharpie –  for its sense of humor and images of drawings using Sharpie pens
  • Starbucks Hashtags used: #itsfallwhen, #StarbucksRefreshers, #Frappuccino Product shots promoting seasonal themes, sponsorship, events and offers
  • Burberry Hashtag Burberry, BurberryWeather, LFW Images of city of London, Fashion shows, Cultural Events (e.g. Live Bands)
  • Sharpie Leverages popular hashtags (#twinning, #nobeardday) and branded hashtags (#Sharpie) to create funny captions to accompany Instagram photos of the custom images Posts everyday, except on weekends
  • Instagram Strategy For Brands • Cross-promote on other social channels • Hold Instagram contests Build • Create a photo contest that will encourage followers and generate content • Post photos that go beyond product • Leverage visuals to bring the Engage brand voice to life • Give followers access to exclusive images to encourage shares, likes and comments • Participate in conversation with users and followers Sustain • Like/Share photos of users the brand follows • Comment and mention users to alert them
  • HOW BRANDS ARE ENGAGING ON INSTAGRAM
  • Instagram Contests General Electric created an Instagram contest to identify an Instagramer who would photograph the GE facilities Sony Xperia invited consumers to create images based on weekly themes decided by handpicked influencers Ford Fiesta leveraged Instagram contest to drive awareness on the different car features
  • GENERAL ELECTRICINSTAGRAPHER CONTEST
  • General Electric Instagrapher Contest GE hosted a contest to find an official Instagrapher who would Instagram GE’s aviation facility in Wales GE wanted to showcase its work in the different industries Leveraging the Instagram community to create photos that related to the four core areas helped GE make its B2B products more consumer facing
  • How It Works To enter users had to upload Instagram photos that related to one of the following four categories  Moving, Curing, Powering, Building Photos had to be hashtagged #GEInspiredMe Submitted photos were also featured on a Facebook tab Fans could then vote for their favorite photos A team of judges selected a finalist who was flown to Wales to Instagram the aviation facility
  • Results
  • SONY XPERIA PHOTO JAM
  • Sony Experia Photo Jam Overview Inspired by celebrities, the company wants to see what kind of creativity users can unleash through their Instagram photos Participants can win Sony’s newest Xperia Ion smartphone or a trip to see Maroon 5 live in concert Sony has four different challenges, based on four celebrities  The Glamourai, also known as Kelly Framel, a fashion stylist  Professional photographer Theron Humphrey  Olympic gold medal softball pitcher Jennie Finch, and  American Indie rockers Freelance Whales Contest duration: 4 weeks
  • How It Works1 2 Step 1: User must LIKE in order to register and/or vote Step 2: User must Register to be eligible for winning Step 2: Registration Form
  • How It Works (cont’d) Driving Participation through Facebook posts Individual photos can also Select photos are featured be shared on different in the gallery to let users social networks vote
  • Results
  • FORD FIESTAGRAM
  • Ford Fiestagram • Average Ford consumers were not aware of innovative features of Fiesta • Ford sought to bring attention to the Situation Fiesta’s features among people in fashion, style and tech circles, so that the Fiesta would be top-of-mind when they became ready to buy a new vehicle • Ford leveraged the mobile photo- sharing app Instagram to launch Solution “Fiestagram,” a six-week contest in which users throughout Europe could submit photos and win prizes
  • Why Instagram Mobile photography is on the rise, and the people in Ford’s target demographic — trendsetting fashion, style and tech mavens — are big users of Instagram Instagram was the perfect platform to carry out a multinational campaign in which people across Europe, speaking a variety of languages, could participate
  • Ford Fiestagram | How It Works The Fiestagram campaign was hosted on the global Ford Fiesta Facebook Page A mobile-optimized HTML tab displayed everything about the campaign Each week, for the six weeks the contest lasted, Ford announced a new hashtag associated with one of the Fiesta’s high-tech features, such as #entry, #music and #hidden Users could then submit photos on Instagram, tagged with ―#Fiestagram‖ and that week’s particular hashtag The best photos were selected to be featured in real-life galleries and digital billboards And Ford gave weekly prizes to those submitting particularly striking images The final prize was a Ford Fiesta
  • Results More than 16,000 photos were submitted to the Fiestagram contest During the six-week campaign, Ford acquired more than 120,000 new Facebook fans across Europe Ford saw hundreds of thousands of visitors to the campaign hub on Facebook each week  Many with particularly high dwell times, indicating that they were interested in browsing through the galleries of submissions Importantly, Ford successfully attracted the attention of its target demographic: fashion, style and technology trendsetters
  • LEVERAGING INSTAGRAMAPI
  • Leveraging Instagram API Brands can also create unique user experiences on their site with Instagram  E.g. Free People uses hashtaggedInstagram photos by its customers on its site  Bergdorf Goodman created a microsite that displayed hashtagged images of shoes on the map of New York City
  • Free People Moderators at The call to Free People then action on the The result: handpick photos Free People, the cards, encourag Photos of to publish on the fashion brand ed customers to fabulous jeans website, turning attached take a picture of circulating not its consumers individualized themselves in only on Free into models and hashtag cards to the jeans, post People’s feed, engaging with its jeans the photo on but their its community in Instagram, with followers’ too a fun, impactful the hashtag way
  • Free People (cont’d) At first, the product page looks pretty typical—pretty model wearing jeansBut when consumers scrolldown, they can see how real peoplehave worn and accessorized theitems
  • Bergdorf and Goodman Bergdorf and Goodman invited customers to capture their shoe obsession To have their photos appear on the map of NYC on B&G’smicrosite, customers had to hashtag the photos #BGShoes In addition to photos appearing on the map, there was a chance they would be featured on the walls of the store
  • INSTAGRAM MEASURING TOOLS
  • Measurement And Analytics Simply Nitrogr.am Statigram Web.stagram MeasuredMonitor brand account ✔ ✔ ✔ ✔Track most used keywords in comments of the brand’s ✔ ✖ ✖ ✖accountTrack popular filter of photos published from brand’s ✔ ✔ ✖ ✖accountTrack most popularhashtag used on brand’s photos ✔ ✖ ✔ ✖Track top geo-locations ✔ ✔ ✖ ✔ ✖Identify Time of day for most engagementIdentify which social platform gets most engagement ✔ ✖ ✖ ✖when Instagram photos are sharedInfluencer identification among brand followers ✔ ✔ ✔ ✖ ✔ ✖Number of likes, comments received ✔ ✔ (comments not (manual aggregated) counting)Follower/Following Count ✔ ✔ ✔ ✔ ✔Hosting photo galleries on site, blog and Facebook ✖ ✔ ✔ (only for blog)HostingInstagram contests ✖ ✔ ✔ ✖Moderation of photos before posting to gallery ✖ ✔ ✔ ✖
  • Measurement And Analytics (cont’d) Simply Nitrogr.am Statigram Web.stagram MeasuredMonitor competitors and hashtags ✖ ✔ ✔ ✔Track likes and comments on competitors photos ✖ ✔ ✖ ✖Identify popular filters used on Instagram on a given ✖ ✖ ✖ ✔dayIdentify popular hashtags on Instagram on any given ✖ ✖ ✖ ✔dayPrivate Message follower/user ✖ ✖ ✔ ✖Re-posting Instagram photos on other social networks ✖ ✖ ✔ ✔
  • APPENDIX
  • Simply Measured SimplyMeasured – allows brands to monitor their Instagram activity  Keyword analysis – what keywords consumers tend to use the most in their comments  Filters used: filters that get the most engagement  Time of day: time when posts receive higher engagement  Cross-platform: which social platform has more engaging audience  Influencers: identifies key commenters on photos No moderation capability or ability to track competitors or other usernames and hashtags
  • Nitrogr.am Nitrogr.am measures brand and competitors’ Instagram account  Nitrogr.am allows brands to track users and hashtags Reports on metrics such as Likes and Comments, Reach (only for hahstags) and Photos Identifies influencers based on followers, likes and comments Brands can create photo galleries based on hashtags that can be featured on website, Facebook or blog  Provides moderation tool to only allow approved photos to be published on brand properties
  • Statigram Statigram also allows brands to monitor competitors and hashtags  But only provides basic information such as total photos, followers and following count  Images also are only sorted by recency of post and cannot be changed While it is limited in tracking competitors, Statigram provides other insights related to brand account Statigram also provides a platform to host contests, moderate images, create photo galleries on the site and Facebook page Statigram also allows brands to private message users who are also on Statigram
  • Statigram (cont’d) Engagement Metrics  Likes and comments received, by month or by week  Most liked photo, most recently engaged follower  Hashtag cloud  Time of Day  Filter usage Awareness Metrics  Follower growth: monthly and overall  Daily follower gain and loss and who are the new and lost followers  Follower/Following ratio
  • Web.stagram Web.stagram also allows brands to monitor competitors and hashtags  Brands can also search for the most popular hashtags to make images more relevant to followers  Web.stagram also identifies popular filters based on the most popular photos of the day  Brands can also identify influencers to engage with
  • Web.stagram (cont’d) Like Statigram, Web.stagram has limited ability to provide deep insights on competitors Brands can create photo galleries only for blogs; there is no moderation tool or the ability to host contests Web.stagram also allows brands to private message other users also using the tool Users can also repost photos from Web.stagram to other social sites while retaining the original Instagramer’s name
  • References http://www.clickz.com/clickz/column/2196727/photographs-social-medias-hot- content-marketing-asset http://blog.flurry.com/bid/84831/Mobile-App-Growth-Led-by-Video-Sharing- YouTube-in-the-Crosshairs http://www.businessinsider.com/facebook-instagram-zuckerberg-growth-9-2012 http://www.slideshare.net/likeable/instagram-for-brands-12214052 http://www.geekwire.com/2012/advanced-guide-instagram-build-brand/ http://www.22squared.com/blogs/rebecca-debono/instagram-is-it-right-for-your- brand/ http://mashable.com/2012/08/08/40-of-top-brands-instagram/ http://thenextweb.com/socialmedia/2011/11/22/want-to-take-instagram-photos- for-a-living-win-this-ge-competition-and-you-can/ http://allfacebook.com/sony-xperia-instagram-contest_b99873 http://mashable.com/2012/02/02/ford-fiesta-instagram/ http://www.businessinsider.com/free-people-and-urban-outfitters-instagram- advertising-2012-7?op=1 http://blog.bergdorfgoodman.com/womens-style/shoes-about-town-bgshoes