Is the next big thing in B2B? November 2012 Copyright 2012 Paul Sillers< Slide 01/14 >
Is the next big thing in B2B? Whats all the buzz? Instagram is a photo-sharing service, launched - initially as an Apple app only service - in October 2010. The service enables users to add filters to edit and enhance the photos with a variety of effects, ranging from funky colours to nostalgic grainy overlays. File sharing over the Internet is the lifeblood of the product - you follow and like the work of others and build a cyber community with the people whose work you admire. Copyright 2012 Paul Sillers< Slide 02/14 >
Is the next big thing in B2B? Whats different about this social media channel? Instagram went from start up to exit in 17 months and was bought by Facebook for approximately 1 billion dollars. It has acquired 100 million registered users in the space of two years. It took eBay 17 years to reach that many people. The highest followings are for celebrities in the entertainment, music and sports industries and B2C. But could Instagram be effective as a business to business platform also? Here are some examples of B2B players gaining traction with Instagram followings: Copyright 2012 Paul Sillers< Slide 03/14 >
Is the next big thing in B2B? Basic functionality of the How many Instagram interface. Instagram photos have been posted Block user or report spam. on the account. How many people the account holder is following. How many people are following the Account account holder. holder image and text profile. A global map with geo-location data Companies relating to the image. tend to apply their corporate logos here. Copyright 2012 Paul Sillers< Slide 04/14 >
Is the next big thing in B2B? 5 most common B2B approaches to Instagram content Conspicuous product Understated product Event coverage Human interest Behind the scenes. placement. placement. photo. Placement of Coverage of Casual depiction Explicit focus on product without Informal and conferences, of company company specific branding spontaneous media and personnel in products and reference. photos of people networking unstaged corporate identity. in informal mode. events. situations. Copyright 2012 Paul Sillers< Slide 05/14 >
Is the next big thing in B2B? The top 10 brands and their Instagram following. followers followers photos. photos. Notes: Top 10 brands as defined by Interbrand. Stats recorded 30 October 2012. Some brands have Instagram accounts but have posted few or even no photos. Copyright 2012 Paul Sillers< Slide 06/14 >
Is the next big thing in B2B? Notable B2B Instagramers: General Electric GEs Instagram content has a strong focus on technology developments, complemented with detailed commentary in non-scientific language. Carefully considered, detailed snapshots with evocative photography have elevated GEs Instagram following to over 137,000. Copyright 2012 Paul Sillers< Slide 07/14 >
Is the next big thing in B2B? Notable B2B Instagramers: Deloitte Digital Deloitte Digitals Instagram account is filled with light- hearted snaps of personnel in informal settings. The companys "Impact Day" - Deloittes celebration of commitment to community investment - is recorded in their Instagram account. Copyright 2012 Paul Sillers< Slide 08/14 >
Is the next big thing in B2B? Notable B2B Instagramers: Marcosa S/A Caterpillar Nordeste Caterpillar stradles the unlikely bed-fellows of heavy construction equipment with fashion brand. Their Instagram account focuses more on the former category. Copyright 2012 Paul Sillers< Slide 09/14 >
Is the next big thing in B2B? Notable B2B Instagramers: Hubspot Proponents of Inbound Marketing, software specialists Hubspots raison detre is the creation of social media content to attract interest. A recent Inbound Conference in Boston, hosted at the Hynes Convention Centre is documented extensively on Instagram. Copyright 2012 Paul Sillers< Slide 10/14 >
Is the next big thing in B2B? Notable B2B Instagramers: Adobe Adobe, the dominant global force in digital marketing and digital media solutions, uses Instagram to promote its Creative Cloud - Adobes cloud-based digital creative tools service - as well as coverage of CS6, the latest incarnation of their Creative Suite. Copyright 2012 Paul Sillers< Slide 11/14 >
Is the next big thing in B2B? Notable B2B Instagramers: Maersk Line Danish business conglomerates global container division Maersk Line, part of the A.P. Moller – Maersk Group has a strong social media focus in its corp comms to the extent that Maersks CEO has a framed Instagram wall in his office, packed with Instagram images of the companys products and activities. Copyright 2012 Paul Sillers< Slide 12/14 >
Is the next big thing in B2B? Summary Recent early studies suggest that visual content is more memorable and promotes brand engagement in a more compelling way compared to text only micro-blogging: One study by Comscore states that Instagram has 7.3 million daily users in the U.S., compared to 6.9 million on Twitter. As a B2B communications tool Instagram offers the brevity and spontaneity of instant text messaging but with the added advantage of visual - and therefore more memorable and evocative - content. Copyright 2012 Paul Sillers< Slide 13/14 >
For further discussion, contact Copyright 2012 Paul Sillers< Slide 14/14 >
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