Team members: Daniel Damian - Romania (presenting) Malene Christiansen - Denmark (presenting) Jenny Wiinberg - Sweden Maria Jensen Guy - Denmark Ruyi Qian -China

1. A digital life of a
super IG’er
Team #12
Brand: Instagram
• BA-BHAAI1033U - Copenhagen Business School
• MARKETING FOR STARTUPS
• Professor: Sharon M. McIntyre, M.Ed., DSocSci (c)
• Mandatory Mid-term Assignment
• DUE: July 16, 2015

2. Team introduction
Maria Jensen Guy – Denmark
Malene Christiansen – Denmark
Jenny Wiinberg – Sweden
Daniel Damian – Romania
Ruyi Qian – China

4. 1 What is a Superconsumer?
Super consumers share a passion for a product
and are highly engaged with it. They find
innovative ways of using, improving and
promoting it and also form communities
around it.

5. 2 Key Facts about Instagram’s User Community
• Over 300 million monthly active
users
• 90% of the users are between 18-35
years old
• 68% of users are women
• Users look for communities of other
users with shared interest and
passions
• Use Instagram as an outlet for
creativity

6. 3
Analysis of the Instagram Superconsumer
PRIORITIZED VALUES
1. Social
recognition/sense
of belonging
2. Social
power/influential
3. Creativity

7. 3
Analysis of the Instagram Superconsumer
PSYCHOGRAPHICS
• Instagram = Their life!
• Knows all about Instagram
• Escape from reality
• Social → Extrovert/outgoing
• Image concerned
• Instagram is their main hobby
• Passionate about their
Instagram page
• Perfectionists
• Emotionally engage
• Go to networking events

8. 3
Analysis of the Instagram Superconsumer
BEHAVIOURISTICS
Benefits sought:
• User friendly interface
• Editing function
• Easy to connect with
other users
• Access to community
platform
Usage:
• Heavy users
• Take many pictures
• Post frequently
• Use instagram related
app
• Engage with other users
• Always checking their
phones
• Brand loyal
• Uses other media -
Facebook, Twitter, etc.

9. 3
Analysis of the Instagram Superconsumer
DEMOGRAPHICS GEOGRAPHICS
• 18-34 years old
• Both genders →
68% of users are
women
• Smart-phone
users
• Nearly Global →
except those area
without access to
internet or
Instagram
• Urban areas

10. DD
DD#ShareYourBestMemories
Behaviouristics
(benefits)
GEOGRAPHICS
• Urban areas
DEMOGRAPHICS
• 18-34 years old
• Both genders
Behaviouristics
(usage)
Values
1. Social
recognition
/Sense of
belonging
1. Social
power
/Influential
1. Creativity
Psychographics
• Instagram = Their life!
• Escape from reality
• Social, extrovert,
outgoing
• Image concerned
• Perfectionists
• Emotionally engage
• User friendly
interface
• Editing functions
• Sense of belonging
• Self-verification
• Wants to artistic
• Heavy user
• Uses related apps
• Engage with other
users
• Brand loyal

13. 6
Carlotti, Steve., Moore, Dennis., Yoon, Eddie. (2014, March). Make Your Best
Customers Even Better. Harvard Business Review. Retrieved from
https://hbr.org/2014/03/make-your-best-customers-even-better/ar/1
Cohen, Jeffrey L. (December 15, 2014). The 10 Best B2B Instagram Profiles [Blog].
Retrieved from http://socialmediab2b.com/2014/12/b2b-instagram-profiles-10-
best/
Cooper, Smith. (2013, November 7). A Portrait Of Instagram's Users: Who's On
The Service And Who's Not. Business Insider. Retrieved from
http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-
10
References

14. 6
Duggan, M., Ellison, N.B., Lampe, C., Lenhart, A,. and Madden, M. (2015, January).
Social Media Update 2014. Pew Research Center. Retrieved from
http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Ramachandran Vignesh. (2013, March 11). 10 Instagram Companion Apps for Power
Users. Mashable. Retrieved from http://mashable.com/2013/03/11/instagram-
companion-apps/
Use social media to reach superconsumers. Retrieved from
http://www.newmediaandmarketing.com/use-social-media-reach-superconsumers/
Yoon, Eddie. (2014, May 27). Finding Your Superconsumers When It Isn’t Obvious
Who They Are. Harvard Business Review. Retrieved from
https://hbr.org/2014/05/finding-your-superconsumers-when-it-isnt-obvious-who-
they-are/
References

15. Thank you!