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  • 1. 1 Proprietary and Confidential Wednesday, October 23, 13
  • 2. 1 2 Proprietary and Confidential Wednesday, October 23, 13
  • 3. What is Instagram? § Instagram is a mobile photosharing application which allows users to post pictures via their mobile devices with the option of using artistic filters and frames. § Once a photo has been uploaded, the user then has the ability to share the picture to any synced social network such as Facebook, Twitter, Tumblr, and LinkedIn. 3 Proprietary and Confidential Wednesday, October 23, 13
  • 4. Where to Start § Instagram is a completely mobile platform that works well with brands and companies that are always on-the-go. § Instagram is popular among college students and users who are between the ages of 18-34. § With over 80 million users, this core demographic is also always on-the-go. § With that in mind, think about what your brand can offer its followers in terms of images and user experience. § Who are your followers? § What do you want to share with them? § What should you take pictures of? Proprietary and Confidential Wednesday, October 23, 13
  • 5. How to Market to Followers § Since there is no direct marketing feature within Instagram like Twitter’s Promoted Tweets or Facebook’s Ads and Sponsored Stories, brands have to get creative in order to drive traffic to a site, storefront, etc. § Most people who are on Instagram already follow brands, companies, and individuals they are loyal to on other social networks. § Use these other social networks to promote your Instagram account § Depending on your campaign, one of the easiest ways to get more engagement from your Instagram account is through a contest. § Example: Saks Fifth Ave. invited shoppers to take photos of store items they couldn't live without, post those items to Instagram with the #SeeUAtSaks and the shoppers would win $1,000 § This encouraged engagement both online and offline, and Saks benefitted from the free advertising from the shoppers Proprietary and Confidential Wednesday, October 23, 13
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  • 8. What Are Your Goals? § Instagram has shown tremendous growth since the beginning of 2012 with 40% of the top 100 brands currently on Instagram. § Before jumping on the Instagram bandwagon, consider what your goals are, long-term and short-term. § § § § § § Looking to increase likes, comments, followers? Want to raise overall brand awareness? Promoting a new product? Want to drive more traffic to a site, store, etc.? Build a stronger social presence? Increase user participation? Proprietary and Confidential Wednesday, October 23, 13
  • 9. Brands Who Use Instagram § § § § § § § § Red Bull: #instawings Puma Starbucks: #Starbucks Burberry Chobani: #chobanipowered Sharpie Tiffany Co. General Electric: #gelighting Proprietary and Confidential Wednesday, October 23, 13
  • 10. What Should You Capture? § The hard part about creating an Instagram marketing campaign is figuring out what to take pictures of. § Consider these options: § Take your followers on a guided tour of the inner workings of your company, i.e. culture, environment, or events. § Offer something exclusive that your followers won’t find on your other social networks, such as behind the scene looks of a movie shoot. § Create an emotional connection with your followers by telling a story that resonates with them. § Have a running theme throughout your account by posting a series of related photos, i.e. the entire production to distribution process of a product. Proprietary and Confidential Wednesday, October 23, 13
  • 11. First Steps § When creating an Instagram account, choose your name wisely as well as any associated hashtags. § It should relate to your brand, be easy to remember, and be searchable on the platform § Don’t be afraid to be boring. § A flower shop’s account won’t have the same action-packed imagery as a football team’s account § Captions may be secondary on Instagram, but they still matter. § Be specific and informative in your caption, but keep it short and simple § Instagram is about being social, so follow others that are similar to you, and feel free to reply to comments. § And like Twitter, hashtags and handles are important for exposure Proprietary and Confidential Wednesday, October 23, 13
  • 12. Dos/Donts § Don’t post text or infographics § Text isn’t very visual and infographics are difficult to capture in a square image § Don’t overbrand yourself to your followers § There are exceptions, but avoid taking pictures of just your logo, catchphrase, mascot, etc. § As we mentioned before, don’t repeat content from your other social networks § You can share it to your other networks, but remember, exclusivity gives followers a reason to, well, follow. § Do post consistently and give people a reason to want to participate in the campaign § In addition to exclusivity, you can also include photo contests, caption contests, etc. Proprietary and Confidential Wednesday, October 23, 13
  • 13. Is Instagram Right for You? § Instagram may not be for every brand, but it’s worth testing and experimenting with. § For users, it’s all about the filters, but for brands and marketers, it’s all about engagement. § If you aren’t fully committed to taking the time to manage another social network, don’t do it. Proprietary and Confidential Wednesday, October 23, 13
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