Join Kirby Anderson, Product Specialist, Solutions at AdRoll, and Blaise Lucey, Director of Product and Content Marketing at Bitly, as they discuss how your business can make the most out of organic and paid advertising on Instagram.

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INSTAGRAM MARKETING IN 2017
February 28th, 2017

2. About the Companies
Bitly’s link management platform
helps the world’s leading brands
deliver and measure their efforts
across all marketing channels.
Through the power of the link, Bitly
connects customers to the best
digital experience possible,
harnessing functionality like
branded short links, mobile deep
linking and omnichannel analytics
to provide a complete marketing
solution that drives customer
experience.
AdRoll is a leading performance
marketing platform with over 25,000
clients worldwide. Its suite of high-
performance tools works across
devices, helping businesses attract,
convert, and grow their customer
base. The company is home to the
world's largest opt-in advertiser
data co-op, the IntentMap™ with
over 1.2 billion digital profiles.

3. Blaise Lucey
Director of Product & Content Marketing - Bitly
Kirby Anderson
Product Specialist, Solutions - AdRoll
About the Speakers

4. BITLY INTRO SLIDE
DESCRIPTION HERE
What does Instagram look like in 2017?
A whole lot of video.

5. Video
● 60 Second Clips
● View Counts
● Channels
● Live Stream
● Instagram Stories
● Stickers
Platform
● Algorithm Changes
● New UI
● “Save” posts
eCommerce
● Buy Buttons
● “Shop Now”
Features
Instagram’s Busy 2016
Media
● Pinch & Zoom
● Instagram Galleries

6. Users
● 600m active
● 80% outside the US
● 31% of American females (Pew)
● 24% of American males (Pew)
Quick Facts

7. Interest in Instagram keeps growing...

8. ...and growing...

9. ...but so does the competition.

10. ENGAGEMENT 101
Making Compelling, Searchable Instagram Content

11. #1
Post
Consistently

12. #1
Post
Consistently

13. #2
Use
Hashtags

14. #2
Use
Hashtags
+12.6%
engagement
on average
+88%
brands use hashtags
Source: Simply Measured

15. #3
Interact

16. #3
Interact
Source: Simply Measured

17. #4
Influencers

18. #4
Influencers
Source: Simply Measured

19. #5
Video

20. #5
Video

21. Tracking Success

22. Mashable
Goal:
Figure out how often stories are
being clicked from Instagram

23. Mashable
Goal:
Figure out how often stories are
being clicked from Instagram

24. Vissla
Goal:
Cross-channel tracking to
compare different investments

25. Vissla
Goal:
Figure out how often stories are
being clicked from Instagram

26. HP
Goal:
Gauge influencer spend and
ROI

27. HP
Goal:
How much traffic is being driven
by influencers

28. The Advantages of Facebook
and Instagram Campaigns

29. Native ads match the form and function of the platform upon which they appear.
Native Inventory

30. Moving Past the Limitations of Organic Posts
Reach over 500M, highly-
engaged global users.
*Instagram users contribute
95 million photos and over
4.2 billion likes per day.

31. source: business.instagram.com
Dynamic Product Ads

32. Facebook targeting

33. Drive traffic from the feed
Canvas | LeoCanvas | Leo

34. #instamarketing
Native inventory
Cross Device
Drive Traffic from the feed
Reach beyond organic posts
Valuable Millennial Audience
Facebook Targeting
Dynamic product ads
Call-to-action buttons
Benefits of
Instagram Ads

35. A Full-Funnel Approach to
Social Media Marketing

36. An Introduction to Cross-Device

37. 60% of adults use at least 2
devices a day.
Mobile apps account for 52% of
all time spent on digital media.
32% of those who see a mobile
ad and eventually convert, do so
on a different device.
Why is expanding your marketing to
multiple devices so important?
On the Web:

38. A full-funnel approach to
marketing
Reach prospects across all devices
and channels
More freedom to adjust your
campaigns to more effectively reach
your customers.
Each state of the funnel has specific
objectives that marketers should aim
to hit.

39. Top of the Funnel Marketing:
The Attraction Phase
Attract new customers that act like your
existing user base.
Prospecting and CRM data.
KPIs At this stage:
• Quality of new visitors
• CPA
• Number of conversions
• Lift on retargeting

40. Middle-funnel Marketing:
Conversion
Convert your prospective customers into
paying accounts.
Products:
KPIs At this stage:
• ROI
• CPA
• Number of closed deals
• VTC

41. Lower-funnel Marketing:
Grow your Accounts
Convert your prospective customers into
paying accounts.
Products:
KPIs At this stage:
• ROI
• CPA
• LTV
• VTC

42. CASE STUDY

43. The Los Angeles Marathon — Instagram
Goal:
AdRoll needed to keep pace
with Los Angeles Marathon’s
goal to reach new runners, re-
engage past runners, and grow
the race by up to 10% year over
year.

44. Results
Los Angeles Marathon’s retargeting campaigns
broke all the records: they drove thousands
of conversions and earned over half a
million dollars in attributed revenue.
They had over 3,500 registrations and a CPA
of just $6.18
Their return on investment was over 30x
The Los Angeles Marathon — Instagram

45. RECAP

46. Leo Daypack | Commuter
Your new favorite commute buddy, the Leo Daypack.
Perfect for your daily bike ride.
WWW.CANVAS.COM
Canvas
Align your campaigns
AdRoll helps you align
campaigns across web,
Facebook, Instagram, and
more

47. Instagram account username
(handle) & password
Partner’s Business ID
How to get started?
If working with a partner

48. Q&A

49. Learn More About:
Want to learn more about Bitly
OneView?
Visit bitly.is/oneview
Want to learn more about
AdRoll’s Instagram integration?
Visit:
adroll.com/product/instagram