The Year of the Instagram Strategy
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Managing the Instagram channel is no longer optional. It has become a strategic imperative for any brand or small business, and the urgency grows daily along with its user base. In this webinar you’re hear how brands such as The Coffee Bean & Tea Leaf, The Chive, JCPenney, and Disneyland Resort are utilizing this platform to connect with their customers in an authentic and relevant way.
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The Year of the Instagram Strategy
- 1. WEBINAR: Year of the Instagram Strategy Rob Reed, Founder of MomentFeed August 12, 2014 DELIVERED BY
- 2. Overview Rob Reed, Founder of MomentFeed Authenticity Matters • Why Facebook Likes Don’t Matter Anymore • New Marketing Asset: The Digital Identity of your Physical Locations • The Year of the Instagram Strategy - How Marketers Should Approach the Instagram Channel • Optimizing for Search and Discovery in the Mobile Era • Managing Social Media for Franchises - Maintaining Brand Integrity While Empowering Franchisees • How Mobile is Revolutionizing Shopper Marketing 2
- 4. Instagram by the Numbers 4
- 5. Instagram by the Numbers 1.6B Likes Daily 5 20B Photos Shared 60M Average Photos Per Day
- 6. Instagram by the Numbers 6 The fastest growing of all social media sites worldwide More than half (57%) of Instagram users use the app on a daily basis (63% of Facebook) while 35% do so multiple times a day (40% for Facebook) 18x more consumer engagement than Facebook 48x more consumer engagement than Twitter
- 7. The Fastest Growing Social Site 7 -22.5 -11.25 0 11.25 22.5 33.75 Instagram Reddit LinkedIn Pinterest Tumblr Quora Google+ Twitter YouTube Facebook myspace
- 8. Instagram Demographics 8 of US adult residents who live in urban areas use Instagram (compared to 11% in suburban and rural areas) 13% of Internet users use Instagram 50% Android 50% Apple 51% high schoolers 68% Female 17%
- 9. The 3 Principles of Instagram Strategy 9 1 Curate & Create 2 Listen 3 Respond
- 10. 1. Curate 10
- 11. Ex: The Old Spaghetti Factory 11 5,482 people reached (9.4% of their total fans) 4,298 1,181 Organic Viral
- 13. Create 13
- 14. 14 Which Photo Got the Most Likes? A B C D E
- 15. 15 Which Photo Got the Most Likes? A DB E C 2.57K 2.57K 1.76K 1.5K 1.47K
- 16. 16 Which Photo Got the Most Comments? A B C D E
- 17. 17 Which Photo Got the Most Comments? E AB D C 45 35 20 11 9
- 18. Listen 1. Monitor all brand, sub-brand, and campaign hashtags 2. Monitor Instagram comments for critical keywords 18
- 19. 3. Respond 19 Like customer photos Respond to customers
- 20. Ex: JCPenney 20
- 21. Not Engaging Comes with Consequences 21 0 3000 6000 9000 12000 June August October December February Instagram Engagements Instagram Actions
- 24. Instagram Local How to location-tag an Instagram photo or video 24 1 2 3
- 25. The Brand Selfie: Ex The Chive 25
- 26. The Brand Selfie: Ex 7-Eleven 26
- 28. Building a Follower Base 28
- 29. Instagram Ads 29
- 31. Instagram Loyalty 31 Step 1 #barneyscash Step 2 Bonus Points Step 3 Gift Card
- 32. The Do’s and Don’ts of Instagram 32 Do Represent your brand as authentically as possible - Have a specific focus for your Instagram strategy - Involve your customers in your Instagram strategy Don’t Post over- promotional and salesy photos - Make Instagram everything about your brand - Make it a one way conversation
- 33. • Today consumers demand authentic, locally relevant messages from brands • MomentFeed delivers on the promise of authentic marketing, at scale • MomentFeed provides the most comprehensive and innovative set of tools for managing the Instagram channel at both the corporate and local level MomentFeed
- 34. CommentscoffeebeanSearch Content 34 Comprehensive Monitoring Monitoring of both hashtag and location tag photos # 201 22 634 58
- 35. CommentscoffeebeanSearch Content 35 Cross-Platform Sharing Share location-tagged Instagram photos to your local Facebook pages Coffee Shoppe
- 36. CommentscoffeebeanSearch Content 36 Indexing of Instagram Comments @coffegirl02 Glad you are enjoying our new location!
- 38. 38 Identification of Brand Influencers Date Likes Recommended CommentscoffeeshoppeSearch Content # 634 58
- 39. 39 MomentFeed Mobile App For local managers to manage Instagram and to curate the best customer photos by re-gramming
- 41. Questions? 41
- 42. • The explosion of mobile and how it has dramatically changed local search • The importance of local search • Optimizing the local search ecosystem (Google, Facebook, your website, etc.) • How social influences search results • Outdated mechanisms that are no longer viable NEXT WEBINAR: Optimizing for Search and Discovery in the Mobile Era Tuesday, September 9 at 10AM PST
Hinweis der Redaktion
- Customer Engagement Customers that are more engaged with a brand tend to be more loyal and spend more money. Social engagement is increasingly becoming a reliable signal and proxy for business performance, especially when measured at the store (POS) level. Brand Awareness Large-scale social networks can be tremendous sources of word-of-mouth promotion by a brand’s customers. Instagram’s visual focus makes it especially compelling for brands in the food, fashion, sports, and travel categories. Sales Instagram can drive sales through several mechan- isms, many of which have yet to be enabled. The pairing of Instagram’s visual medium with new methods of conducting transactions through mobile devices, both online and off, means that real commerce will soon flow through Instagram.
- Use these images from the book without the background image Location is core to both the app and the vision of its founders. One of the long-term goals of Instagram as a company is that you’ll be able to visit any place in the world through Instagram photos and videos...in real time. You’ll be able to click on a map and see what’s happening there in that moment. This requires that a large percentage of the content be anchored to a specific place and time. Instagram structures content locally through two methods: Photo Map Location tag Brands can crowdsource much of their content for their local Facebook pages via Instagram
- For context, see the wildly popular website The Chive, where its users take photos of themselves wearing Chive clothing or promoting the Chive brand and submit them for publication. In exchange The Chive posts these photos on its website, giving its users tremendous reach and exposure — a measure of fame in a fame-obsessed culture. The result is a virtuous cycle of customers promoting the brand and the brand promoting its customers. Everyone wins. Non-Chive brands can borrow from this by encouraging similar methods of engagement i.e. taking a selfie that incorporates the brand and tagging it appropriately. For example, a Starbucks customer might take a selfie with their cup that clearly shows the Starbucks logo and tag it with #starbucksselfie. As a reward, Starbucks would repost the photo to Instagram, Facebook, and/or Twitter. The hashtag, per its design and intention, would constitute explicit permission from the customer.
- Instagram recently announced that ads are coming. The social network enters the paid media space with native “Sponsored” products. This will be a photo or video that brands publish with media spend to increase distribution. Which means users who do not follow the brand will see the photo or video in their feed, and it will be highlighted as an ad. In addition to the personal data that Facebook uses to target its ads, Instagram knows the brands people follow uniquely on Instagram. It knows the hashtags people use on their photos and how frequently. Much more than Facebook or even Twitter, though, Instagram knows precisely where people take their photos — where they eat, where they shop, where they vacation. It has a much richer set of local data and can target promoted photos and videos accordingly. This is one of the more exciting possibilities for Instagram’s forthcoming ad platform.