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Instagram Final Presentation
- 1. Group 1 MeganCabrera, 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 ofJune 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 PhotoStream • 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 videosharing • 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 PeopleLooking For?
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- 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 MeasuringConsumers’ 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 encouragingusers 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
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- 24. Billabong Asia • Billabongis 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 itpossible 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 viewingsubmissions
- 29. National Geographic • Firstbrand 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
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- 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.
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