Measuring the “Telling” in the Selling of the Story. Classifying Instagram Imagery for Internal Benchmarks Instagram is a straightforward image, video and story sharing platform that provides a sufficiently robust framework to create a diverse range of outcomes for individual, group and corporation alike. In this presentation, we outline a process to examine how a single timeline (preferably the one you run or control) can be extracted, examined, and measured against a consistent set of five image measures. Whilst the method can inform competitor analysis, environment scans and a range of other techniques, it is presented here as an internal marketing metric system – a measurement of the “telling” as the corporate Instagram attempts to support and enable the selling of a product.

1. Measuring the “Telling” in the
Selling of the Story
Classifying Instagram Imagery for Internal
Benchmarks
Dr Stephen Dann
Senior Lecturer
Australian National University

2. What was the story we told?
Does it match what we intended to say?
Instagram:
Content Measurement

3. Why measure the telling?

4. All the world’s an instagram page…
How we storyboard it versus how it survived contact with customer

5. This is a means to report back on the story telling
Marketers do know how to tell a story

6. Meaning can show up entirely on it’s own
The story measuring
process:
acquiring the data

7. Capture
Save-o-gram

8. Supermetrics (www.supermetrics.com)
Grab that caption!

9. Preparation
Is it a promise?
Does it look like reality?
Could reality look like it?

10. Sensible shoes and fully charged accessories are key to mystery shopping data collections
Mystery client study
Tools of the trade

11. Replication
@Hamleysofficial
Field Capture Field Capture
@Hamleysofficial
Replication
Replication
Replication
Replication
Replication
Replication

12. A framework
A score card
A magic chart
Reporting back
The aim is to avoid the organization creating too many own gulls

13. The field test of promise versus reality
#OperationLegoland

14. The Framework
Performance
In-Camera Prepared Earlier
Promise
Possible Realism Regram
Impossible Aspirational Advertorial

15. Type 1: Aspirational
(Intentionally Unattainable)
Demonstrably staged
A reflection of “what could be”
Behind the scenes

16. Type 2: Advertorial
(Intentional Unreal)
Created outside of the camera
Advertising copy

17. Reposted from the timeline of another…
The ultimate “Here’s one we prepared earlier”
Type 3: Regrammed
(Really Kept Promise)

18. We should feel that we could live that
experience, or at least capture that shot,
with our own experiences
Type 4: Realism
(This is the real still life)

19. A promise unrealised or over sold
(Mis)Type 5: Broken Promise
(unrealised promise)

20. The Scorecard Approach
Regrammed Realism Broken Promise Aspirational Advertorial
23 128 14 32 21

21. The Magic Chart
Type N count Percent Normalised
Regrammed 23 11% 0.18
Realism 128 59% 1.00
Broken Promise 14 6% 0.11
Aspirational 32 15% 0.25
Advertorial 21 10% 0.16
218
Regrammed
Realism
Broken
Promise
Aspirational
Advertorial
It makes for a lovely time series with event interval coding

22. Instagram keeps changing the deal
June 2016 API change
Difficultly in accessing captions
(as yet) no internal timeline download
Sunset Clause

23. Measure the internal message
Metrics for the content as created
Consider it Phase 1: Counts and Categories
Opportunity to go semiotic analysis
and
You can’t talk about Instagram for this many
slides without featuring at least one cat.
The Take Homes

24. Measuring the “Telling” in the
Selling of the Story
Classifying Instagram Imagery for Internal
Benchmarks
Dr Stephen Dann
Senior Lecturer
Australian National University