www.instabloggers.wordpress.com

1. Group 1
Megan Cabrera, Blake Coffin,
Diana Colgrove, Jordan Elliston

2. Agenda
• Background
• Instablogger
• Strategy
• Examples
• Conclusion
• Going Forward

3. Background
Every second…
gains one new user
60 photos are uploaded
Source: Digital Buzz Blog

4. Current News
As of June 2012:
• Federal Trade Commission reviewing acquisition
• Facebook received a “second request” from FTC
• Request extends review period
• Facebook anticipates deal to close by Dec 2012

5. Competitors
iCloud Photo Stream
• Service update
• Adds: sharing, commenting (from certain
devices), and videos

6. Competitors
HD Pro Cam
• Additional options and tabs,
“awesome” tab
• Featured section, managed by Tadaa
• Trending, voted by users
• Photo display shows comments next
to images
• 22 filters versus ’s 16,
filters applied in real-time
• Earn Tadaa dollars with each like and
comment
• No hashtags (yet)

7. Competitors
• Allows video sharing
• Gamification: earn badges and
points
• Online platform
• Unique hashtag categorization
feature
• 14 filters
• Excellent ratings: 4.6/5 stars on
Google Play, 4.5/5 stars on

8. Instagram Trends
• Contests • Desktop Viewing
• Making – Instagrille
Tangible: The – Gramfeed
Business of – Extragram
– Printstagram – Instadesk
– Stickygram – Statigram
– Postagram
– Canvas Images

10. Instablogger
Marketing:
• Registered blog with Google, Yahoo!, Bing, & StumbleUpon
• Created “Instablogger” Facebook page
• Posted presentations to SlideShare (126/71 views)
• Tagged blog posts for ease of searching (154 tags)
• Chose blog topics strategically
• Posted about what people were looking for (i.e. camera)

11. Finding Our Blog
1. Google Search/Images
2. Yahoo! Search
3. Bing/Bing Mobile
4. WordPress
1. Facebook
2. mgt253.wordpress
3. StumbleUpon
4. SlideShare

12. What Were People Looking For?

13. Instablogger Visitors

14. Instablogger Traffic
Total Blog Views 813
Best Day 59 (May 2)
Number of Posts 33
Top Post Instagram Contests: A
Winning Idea?
Number of Comments 26
Number of ‘Likes’ 24
Number of Followers 7
“It’s arduous to search out educated people on this matter, however you sound like you
recognize what you’re speaking about! Thanks” - Ena Plohr
“Helpful information. Lucky me I discovered your site by accident, and I am surprised
why this accident didn’t came about in advance! I bookmarked it.” – tv case

15. Strategy: Social Metrics
Measuring Consumers’ Response to

16. Social Metrics Stats
As of May 1, 2012
April 2011 – April 2012 50 Million Users
1600% User Base Growth 1 Billion Photos Uploaded
2012, Every Month December 2011
Named iPhone App of the Year
1.8 Million Posts on Twitter
About Instagram

17. Groundswell Objectives
• Listening: companies can search using
hashtags for visual feedback
• Talking: contest opportunities – votes
submitted through ‘likes’
• Energizing: each customer can be an
ambassador through unique and
customizable photos of products/brands
• Supporting: meet-ups
• Embracing: releasing their API, allowing
other companies to incorporate
photos on their own applications

18. Business Strategy
‘s Differentiation Strategy
•Not your typical camera application
•Retro/vintage style

19. Awareness
• Through hashtags
consumers become
aware of new
competitors in familiar
industries
• Through friends’
pictures of products

20. Word of Mouth
• Discussing photos with friends
• Showing friends other user photos
• merchandise
• Printable photo camera
• Insta meet-ups

21. Engagement
• Companies encouraging users
to upload photos through
contests
• Release of the API to encourage
modifications and new uses
• Easy upload to Japan’s Mixi and
China’s Sina Weibo
• Visiting on your
desktop to view larger photos

22. Marketing Strategy
Creating Awareness Utilization of Contests

23. Examples

24. Billabong Asia
• Billabong is a surf apparel leader
in the USA and wanted to build
international recognition
• Facebook contest:
• Once they reach 200,000 fans
on Facebook’s Billabong Asia
page, they will give away a
$2,000 wardrobe
• Currently promoting this contest
through and also
featuring an feed on
their Facebook page

25. Billabong Asia
Energizing:
•Making it possible for customers to market to each other
•Go to ‘like’ the Facebook page, building a community of
customers that interact and talk about the brand

26. NH Hotels, Europe
• headquartered in Spain
• #wakeuppics campaign
• Take pictures of things indicative of a fresh, positive attitude,
perfect to wake up to
• Take pictures on and upload them to Twitter

27. NH Hotels, Europe
• Extremely successful: 600 photos within two weeks
• NH Hotels embraced users by creating a temporary
display of 30 photos at the NH Palacio de Tepa in Madrid
• Instagrammers continued to upload photos with
#wakeuppics so NH Hotels launched an international
campaign and an exhibit will take place in Berlin

28. Website for viewing submissions

29. National Geographic
• First brand to partner with
• Untamed Americas project:
what does “Untamed
Americas” mean to you?
• Follow @natgeochannels,
hashtag photo
#untamedamericas
• Best photo will be uploaded to
National Geographic website +
an assortment of prizes

30. National Geographic

31. Conclusion
Insights:
Due to its UI and features, holds the record for the
fastest app to reach 1 million downloads.
The competition among photo-sharing apps has intensified, with
the question being “what will be the next ?”
is a valuable marketing tool that allows
consumers to experience brands in a whole new way:
users are engaged while they create.

32. Moving Forward
We plan to keep Instablogger on the WordPress site,
using our blog as a personal marketing tool for our
future career searches.
Based on news and trends, it is possible that one or more
of the Instabloggers may choose to write new posts.
In addition, our experience with Instablogger has
motivated us to blog about other topics of interest.

33. Any Questions?