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We Are Social / Instagram: dati, scenario e suggerimenti per i brand #ebook

The document discusses strategies for brands using Instagram. It provides statistics on Instagram's growth, demographics, and user behaviors. Some of the key points include: - Instagram has over 200 million registered users, with 60% outside the US and 90% under 35. - Users spend on average 17 minutes per day on Instagram. - Brand content on Instagram sees 50-120x more interactions than Facebook and Twitter. - Authentic, "Instagram-style" photos get 4x more interactions than stock images. - Videos see 2x more interactions than photos and will make up 66% of internet traffic by 2017. - Brands should build communities around user interests rather than just their brand.

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Download to read offline
HOW TO
INSTAGRAM
Dati, scenario e suggerimenti per i
brand che vogliono prendere parte
alle conversazioni su Instagram
We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x
200MUTENTI REGISTRATI
2
Photo Credits: jdhancock, Flickr
We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x
60%
FUORI DAGLI USA
3
Photo Credits: jdhancock, Flickr
We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x
+4MIN ITALIA
4
Photo Credits: jdhancock, Flickr
We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x
+25%UTENTI ATTIVI NEGLI
ULTIMI 6 MESI
5
︎
We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x
6° SOCIAL NETWORK
PER NUMERO DI
UTENTI REGISTRATI
6

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We Are Social / Instagram: dati, scenario e suggerimenti per i brand #ebook

  • 1. HOW TO INSTAGRAM Dati, scenario e suggerimenti per i brand che vogliono prendere parte alle conversazioni su Instagram
  • 2. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 200MUTENTI REGISTRATI 2 Photo Credits: jdhancock, Flickr
  • 3. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 60% FUORI DAGLI USA 3 Photo Credits: jdhancock, Flickr
  • 4. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x +4MIN ITALIA 4 Photo Credits: jdhancock, Flickr
  • 5. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x +25%UTENTI ATTIVI NEGLI ULTIMI 6 MESI 5 ︎
  • 6. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 6° SOCIAL NETWORK PER NUMERO DI UTENTI REGISTRATI 6
  • 7. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 1° PER CRESCITA DI UTENTI ATTIVI 7 ︎
  • 8. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 8 Fonte L2, Intelligence Report - Instagram, Feb 2014
  • 9. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 7° APPLICAZIONE MOBILE PIÙ USATA 9
  • 10. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 10 Fonte L2, Intelligence Report - Instagram, Feb 2014
  • 11. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 90%UTENTI UNDER 35 11 Photo Credits: jdhancock, Flickr
  • 12. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 68%SONO DONNE 12 Photo Credits: jdhancock, Flickr
  • 13. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x HA LA % DI INTERAZIONI PIÙ ALTA TRA TUTTI I SOCIAL NETWORK 13
  • 14. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 14 Facebook Twitter Instagram 0,07% 0,03% 4,21% % DI INTERAZIONI CON CONTENUTI DI BRAND IN RAPPORTO AL NUMERO DI FOLLOWER 1.405.249 INTERAZIONI SU 329 CONTENUTI 98.298 INTERAZIONI SU 910 CONTENUTI 1.526.388 INTERAZIONI SU 162 CONTENUTI Fonte Forrester Research / Q1 2014 US TOP 50 Brands Social Web Track
  • 15. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 15 50XINTERAZIONI RISPETTO A FACEBOOK Fonte Forrester Research / Q1 2014 US TOP 50 Brands Social Web Track
  • 16. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 16 120XINTERAZIONI RISPETTO A TWITTER Fonte Forrester Research / Q1 2014 US TOP 50 Brands Social Web Track
  • 17. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x GLI UTENTI TRASCORRONO SU INSTAGRAM 17 MIN AL MESE 257
  • 18. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 1000COMMENTI AL SECONDO 18
  • 19. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 19 8500LIKE AL SECONDO
  • 20. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 20 1.2BLIKE AL GIORNO
  • 21. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 21 55MFOTO AL GIORNO
  • 22. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 22 16BFOTO TOTALI
  • 23. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 57%DEGLI UTENTI LO USA TUTTI I GIORNI 23
  • 24. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 36%PIÙ DI UNA VOLTA AL GIORNO 24
  • 25. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x MA INSTAGRAM NON È SOLO INSTAGRAM 25
  • 26. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 9 CONDIVISIONI SU 10 AVVENGONO ANCHE SU FACEBOOK 26
  • 27. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 9 CONDIVISIONI SU 10 AVVENGONO ANCHE SU FACEBOOK 27 1.23 MILIARDI DI UTENTI
  • 28. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 9 CONDIVISIONI SU 10 AVVENGONO ANCHE SU FACEBOOK 28 1.23 MILIARDI DI UTENTI 28 MILIONI IN ITALIA
  • 29. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x E INSTAGRAM NON È SOLO IMMAGINI 29
  • 30. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x NONOSTANTE QUESTO… 30
  • 31. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 4%DEI CONTENUTI CONDIVISI DAI BRAND SONO VIDEO 31 SOLO IL
  • 32. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 2XINTERAZIONI RISPETTO ALLE FOTO SU INSTAGRAM 32 I VIDEO HANNO REGISTRATO
  • 33. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 66%DEL TRAFFICO INTERNET SARÀ COSTITUITO DA VIDEO ENTRO IL 2017 33 TENIAMO CONTO CHE IL
  • 34. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x +37%CONDIVISIONI DI CONTENUTI DA INSTAGRAM SU TWITTER DALL’INTRODUZIONE DEI VIDEO 34 E CHE SI È REGISTRATO
  • 35. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 35 SONO ANCORA POCHI I BRAND CHE LO STANNO USANDO BENE
  • 36. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 36 0 25 50 75 100 Facebook Twitter Instagram 94% 82% 58% Fonte Simply Measured, How top brands are using Instagram since the Facebook buy
  • 37. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x MA SOPRATTUTTO 37
  • 38. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x SONO ANCORA POCHI I BRAND CHE LO STANNO USANDO BENE 38
  • 39. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x ALCUNI NUMERI CI AIUTANO A CAPIRE COSA FARE 39
  • 40. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x E COSA NON FARE 40
  • 41. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x FOTO STOCK/GLOSSY 2.35% INTERAZIONI 41
  • 42. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x FOTO “INSTAGRAM STYLE” 8% INTERAZIONI 42
  • 43. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x SE SEI “REALE” OTTIENI 4X INTERAZIONI 43 Photo Credits: jdhancock, Flickr
  • 44. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x QUESTO NON HA A CHE VEDERE SOLO CON LE FOTO SU INSTAGRAM 44
  • 45. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x DEI CONSUMATORI DICHIARA DI PREFERIRE IMMAGINI DI BRAND CHE USANO PERSONE E SITUAZIONI REALI 45 63%
  • 46. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x DICHIARA CHE I SUOI ACQUISTI SONO INFLUENZATI, SE GLI ABITI SONO INDOSSATI DA PERSONE “REALI” E NON DA MODELLI 46 32%
  • 47. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x D’ALTRA PARTE 47
  • 48. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x Instagram 48
  • 49. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x Instagram 49 InstaCOGLIERE L’ISTANTE, IL MOMENTO, E CONDIVIDERLO, DANDOGLI IL MOOD CHE SI DESIDERA GRAZIE AI FILTRI
  • 50. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x LE PERSONE USANO INSTAGRAM PER VEDERE CONTENUTI DI ALTRE PERSONE 50
  • 51. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x I BRAND DEVONO SAPERSI INSERIRE IN QUESTO FLUSSO 51
  • 52. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x SENZA INTERROMPERLO 52 Photo Credits: jdhancock, Flickr
  • 53. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x LE IMMAGINI SONO UN LINGUAGGIO UNIVERSALE 53
  • 54. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 54 Fonte L2, Intelligence Report - Instagram, Feb 2014
  • 55. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x QUALCHE CONSIGLIO PRATICO 55
  • 56. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x NON USARE IMMAGINI STOCK O TROPPO “TRATTATE” 56 1
  • 57. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x NON USARE IMMAGINI STOCK O TROPPO “TRATTATE” 57 A MENO CHE NON CI SIA UN MOTIVO PARTICOLARE PER FARLO 1
  • 58. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x USARE DESCRIZIONI CHE AGGIUNGANO VALORE 58 2
  • 59. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x USARE DESCRIZIONI CHE AGGIUNGANO VALORE 59 NON SIATE AVARI DI CARATTERI: DARE INFORMAZIONI ALLA COMMUNITY STIMOLA LE INTERAZIONI 2
  • 60. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x NON ESAGERARE CON ESCLAMAZIONI O DOMANDE 60 3
  • 61. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x NON ESAGERARE CON ESCLAMAZIONI O DOMANDE 61 LE PERSONE NON SI ASPETTANO QUESTO TIPO DI INTERAZIONE SU INSTAGRAM 3
  • 62. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x I CONTENUTI DEI BRAND SONO PERCEPITI DIVERSAMENTE DA QUELLI DELLE PERSONE 62 4
  • 63. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x While Instagram is all about users making their photos more beautiful with filters, they expect brand images to be more authentic 63 “ 4 Purush Papatla, University of Wisconsin, Marketing Professor
  • 64. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x CONDIVIDERE CON FREQUENZA, MA SENZA ESAGERARE 64 5
  • 65. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x CONDIVIDERE CON FREQUENZA, MA SENZA ESAGERARE 65 I BRAND CHE OTTENGONO I MIGLIORI RISULTATI SONO QUELLI CHE PUBBLICANO CON CONTINUITÀ, MA NON DIVERSE VOLTE AL GIORNO 5
  • 66. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x USARE GLI HASHTAG, MA SOLO QUANDO HANNO SENSO 66 6
  • 67. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x USARE GLI HASHTAG, MA SOLO QUANDO HANNO SENSO 67 6 VANNO BENISSIMO PER CONTESTUALIZZARE, O PER FARLO COMPARIRE IN RICERCHE LEGATE AL CONTENUTO, NON PER FAR SÌ CHE COMPAIA IN PIÙ RICERCHE POSSIBILE
  • 68. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x NELLA PRATICA 68
  • 69. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x CREATE UNA COMMUNITY ATTORNO AGLI INTERESSI DELLE PERSONE, NON (SOLO) DEL BRAND 69
  • 70. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 70 NIKE HA COSTRUITO UNA COMMUNITY GLOBALE PER I FAN DEL RUNNING, NON DI NIKE
  • 71. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 71 GENERAL ELECTRICS HA DECISO DI RACCONTARSI IN MODO DIVERSO: MOSTRANDO COSA RENDE POSSIBILE IL SUO LAVORO NELLA VITA DI TUTTI I GIORNI DELLE PERSONE, E NON METTENDO IN RISALTO I SUOI PRODOTTI E SERVIZI
  • 72. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 72 CHOBANI HA STIMOLATO LA SUA COMMUNITY FACENDO LEVA SU COMPORTAMENTI PRE-ESISTENTI, IMPARANDO A CONOSCERLI E TRAENDO NUOVI SPUNTI
  • 73. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 73 CHOBANI HA STIMOLATO LA SUA COMMUNITY FACENDO LEVA SU COMPORTAMENTI PRE-ESISTENTI, IMPARANDO A CONOSCERLI E TRAENDO NUOVI SPUNTI We’re on the platform every day so we know what’s trending. If our consumers are posting about smoothies, we are, too. We want to be doing what they’re doing. “ Hilary DuPont, Content Manager Chobani’s Brand Communications team
  • 74. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x FONTI L2, Intelligence Report - Instagram, Feb 2014 Simply Measured, How top brands are using Instagram since the Facebook buy Instagram for Business Blog [blog.business.instagram.com] NEOMobile, Instagram videos vs Vine Nitrogram, Instagram statistics [nitrogr.am/instagram-statistics] Google Databoard for Research Insights [http://think.withgoogle.com/] University of Wisconsin and Olapic, What kind of Instagram images are more likely to attract customers 74
  • 75. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 75 WE ARE SOCIAL È UNA CONVERSATION AGENCY CON UFFICI A MILANO, NEW YORK, LONDRA, PARIGI, MONACO DI BAVIERA, SINGAPORE, SIDNEY E SAN PAOLO. AIUTIAMO LE MARCHE AD ASCOLTARE E COMPRENDERE LE CONVERSAZIONI CHE HANNO LUOGO SUI SOCIAL MEDIA PER POTERVI PRENDERE PARTE IN MODO ATTIVO E RILEVANTE. STIAMO LAVORANDO CON ALCUNE DELLE MARCHE PIÙ BRILLANTI AL MONDO, COME ADIDAS, UNILEVER, BMW, NESTLÉ, HEINZ, E LVMH. SE VUOI CONOSCERCI MEGLIO O LAVORARE CON NOI PUOI CHIAMARCI AL +39 02 3655 1868, O MANDARCI UNA EMAIL A PARLACONNOI@WEARESOCIAL.IT
  • 76. We Are Social How to Instagram x Luca Della Dora x 20.05.2014 x 76 VIENI A TROVARCI SU WEARESOCIAL.IT