A Winning Strategy for Instagram Marketing

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a winning strategy for Instagram marketing By Michael Scissons co-founder @ FlashStock

description

Michael Scissons, co-founder of FlashStock, presents his keynote presentation from InstaCamp Toronto. This is the guide to developing a strategy for 
Instagram 
marketing. An overview on how to transform your Instagram marketing strategy, execution and measurement through applying a strategic framework to visual brand building. This presentation covers: - Instagram Key User Facts - Visual Marketing Key Facts - Why Instagram is Important - Instagram Brand Adoption Curve - Brand Adoption By Vertical - Instagram Marketing Strategy Framework - "How to" Create Archetypes, Themes and Occasions in Instagram Visuals. - Overview of Classic Storytelling Pillars - Overview of How to Create Photography Guidelines - 10 Instagram Marketing Commandments 


Transcript of A Winning Strategy for Instagram Marketing

Page 1: A Winning Strategy for Instagram Marketing

a winning strategy for

Instagram

marketingBy Michael Scissons

co-founder @ FlashStock

Page 2: A Winning Strategy for Instagram Marketing

We create beautiful images for marketing.

Create original photos for your brand’s Instagram profile at

http://www.flashstock.com

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300+ MillionMonthly Active Users

available in

25 languages

90% of users under the

age of 35

20%+ of all internet

users between 18-65

70+ million photos uploaded daily

70% of users outside

the USA

Instagram Key Facts

average user spends

257 min per month

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90% of information

transmitted to the brain is

visual

67% of consumers say clear images carry more weight than product customer

ratings -Harvard, 2003

13 milliseconds is the time it takes for the human eye

to process an image

-MIT, 2014

The brain processes visual

information

60,000 faster than text

– 3M Corporation, 2001

Our eyes can register 36,000 visual messages

per hour– Jensen, 1996

93% of human

communication is non-verbal

Visual Marketing Key

FactsContent with

relevant images

gets 94 percent

more views than content without

-Skyword, 2011

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Why Instagram is Important(Canada)

- FlashStock Consumer Survey 2014

49.8%of millennial Instagram users rank Instagram

in their top 10 channels to discover new

products

58.6%of millennial Instagram users

report being more likely to remember a great brand on Instagram over the brands

television commercial - FlashStock Consumer Survey 2014

28.2% report purchasing

a discovered product in the last

6 months - FlashStock Consumer Survey 2014

Men were 11% more likely to say Instagram over women

- FlashStock Consumer Survey 2014

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45.6%of millennial Instagram users report

being more likely to remember a great brand on Instagram over the brands

television commercial- FlashStock Consumer Survey 2014

21.8% report purchasing

a discovered product in the last

6 months - FlashsStock, 2014

Why Instagram is Important(USA)

Among 18-24 year-olds, those earning $50-74K picked Instagram more than those earning $25-49K

47%of Instagram users rank Instagram in their top 10 channels to discover new

products - FlashStock Consumer Survey 2014

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Instagram evolves brands from conversationalists to

visual storytellers

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Instagram Adoption Curve

Stage 1Beginner

“ We need to be on Instagram!”

Stage 2Intermediate

Stage 3Mastery

Campaign experimentation

Planning & understanding

audienceInconsistent photos

and stories

No strategy

No promotion or integration

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Instagram Adoption Curve

Stage 2Intermediate

“ We are on Instagram and know why”

Stage 3Mastery

Campaign Integration

Proactive and reactive strategy

Original photography that is

Inspirational Consistent Authentic

Transportive

Stage 1Beginner

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Instagram Adoption Curve

Stage 3Mastery

“ Instagram is a known entity in our marketing

mix”

Stories, themes, and character aligned

ROI measured and aligned

Instigated through paid promotion, e-commerce, web etc.

Stage 1Beginner

Stage 2Intermediate

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Stage 2Intermediate

Stage 3Mastery

Stage 1Beginner

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FMC

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Ap

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chn

olo

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Alc

oh

ol

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QS

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*Qualitative research: FlashStock, Nov 2014

Brand Adoption By Vertical

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Insight & ObjectiveChoose A

ThemesPhotography Guide

Measurement

Promotion

“Gives you wings.” “Be a hero.”

To bring inspiration and innovation to

every athlete* in the world.”

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Insight & ObjectiveChoose A

ThemesPhotography Guide

Measurement

Promotion

Your brand insight should be

consistent across all channels, including Instagram.

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Insight & ObjectiveChoose A

ThemesPhotography Guide

Measurement

Promotion

Research competitors and vertical amateurs to understand

how your insight can apply.

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Insight & ObjectiveChoose A

ThemesPhotography Guide

Measurement

Promotion

Objectives

Reach & Frequency

ProductDiscovery

Loyalty & Revenue Growth

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Archetypes

Themes

Occasions

Photo Guidelines

Archetypes represent fundamental human motifs of our experience as we evolved; consequentially, they evoke deep emotions

Clusters of focus areas for the brand in which the brand is presented and known for.

Specific moments of time that capture both the Archetype and Themes of the brand.

Visual rules for consistency.

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Choose Archetypes

JESTER

LOVER

CAREGIVER

EVERYMAN

CREATOR

HERO

MAGIC

IAN

SAGE

RULER

INNOCENT

EXPLORER

SOCIAL

FREEDOM

ORDER

EGO

OUTLAW

Freedom

Social

Order

Ego

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JESTER

LOVER

CAREGIVER

EVERYMAN

CREATOR

HERO

MAGIC

IAN

SAGE

RULER

INNOCENT

EXPLORER

SOCIAL

FREEDOM

ORDER

EGO

OUTLAW

Example Archetypes

Special Thanks to Carl Golden *editorial allocation. No brand involvement

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Jester/Explorer Modified

Occasions Escapism Active Culture Source

Develop Themes

Themes are the pillars from which your brand can build occasions.

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Create Occasions Jester/Explorer Modified

Occasions Escapism Active Culture Source

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Classic Storytelling Pillars

Desire for Justice

Desire for Love

Desire for Order

Desire for Pleasure

Desire for Validation

Fear of the Unknown

Fear of Death

Challenge of Morality

The Ancient Greeks implied there were only a few basic themes a brand can Instagram about.

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Photography

SourceCultureActiveEscapism Occasions

Jester/Explorer Modified

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Feminine Masculine Young Mature Luxurious Economical

Modern Classic Playful Serious Loud Quiet

Simple Complex Subtle Obvious Cool Warm

Consistent Instagram photography starts with great photo guidelines.

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Promotion

Paid Media

Community Engagement

WebIntegration

Great Content

Paid content is currently in Beta

with closed customer set.

Like, Hashtag and engage to be be

discovered.

Integrate photos into your website experience.

Great content drives promotion.

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Measurement

Product Spending

Loyalty

Propensity to

Recommend

Media Value

The difference in spending

habits followers vs non followers

Instagram's ability to drive higher

recall, loyalty and awareness

Instagram’s ability to drive enhanced product recommendations & referrals

Instagram’s ability to drive media value to followers

Engagement PostsLikes

Creative

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Instagram Commandments 1. Photographer first, marketer second 2. Be authentic, sensory and relevant 3. Appeal to consumer’s desires 4. Build emotional connectivity 5. Be bold about brand through occasions 6. Don’t steal images, get proper rights 7. Measure and benchmark your KPIs 8. Develop and live your photography guidelines 9. Post only high quality content 10. Deliver what your audience wants

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Ready for Instagram? Contact us at [email protected]

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