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A Winning Strategy for Instagram Marketing

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How can you create a successful Instagram marketing framework? Michael Scissons, co-founder of FlashStock, takes us through how we can really use Instagram to drive marketing efforts.

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A Winning Strategy for Instagram Marketing

  1. 1. a winning framework for 
 Instagram
 marketing
  2. 2. Why do we love Instagram? The psychology of our addiction to visual imagery stems from the wants and needs of users. Creators Visual
 Lovers Fame
 Seekers Plethora of content creators! Plethora of visual" content lovers! Plethora of visual! content creators that want to be famous!
  3. 3. Era of Self Promotion Makes you Prettier, Faster Shareable Searchable Interests 3 Reasons Instagram Grew - The selfie generation! - Quest for fame - Hashtags (#)! - Micro Communities! - Social Media Connections - Filters! - 3rd party apps 
 (VSCO Cam, etc.)
  4. 4. 300+ Million
 Monthly Active Users available in! 25
 languages 90%
 of users under the age of 35 20%
 of all internet users between 18-65 60+
 million photos uploaded daily 25%
 of users in North America Instagram Key Facts average user spends! 257
 min per month
  5. 5. 90% of information transmitted to the brain is visual 67% 
 of consumers say clear images carry more weight than product customer ratings! 13 milliseconds 
 is the time it takes for the human eye to process an image
 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 Facts Content with relevant images gets 94 percent more views than content without!
  6. 6. 45.6%
 of Instagram users are more likely to remember a great brand on Instagram over their television commercial
 - FlashsStock Consumer Survey 2014 21.8%
 report purchasing a discovered product in the last 6 months! 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! - FlashsStock Consumer Survey 2014
  7. 7. Instagram 
 evolves brands from conversationalists to visual " storytellers
  8. 8. ! ! ! ! ! ! ! Instagram Adoption Curve Stage 1
 Beginner! ! “ We need to be on Instagram!” ! Stage 2
 Intermediate Stage 3
 Mastery Campaign experimentation ! ! Planning & understanding audience
 Inconsistent photos and stories! ! No strategy! ! No promotion or integration
  9. 9. ! ! ! ! ! ! ! Instagram Adoption Curve Stage 2
 Intermediate! ! “ We are on Instagram and know why” ! Stage 3
 Mastery Campaign Integration ! ! Proactive and reactive strategy ! ! Original photography that is 
 Inspirational" Consistent" Authentic" Transportive Stage 1
 Beginner
  10. 10. ! ! ! ! ! ! Instagram Adoption Curve Stage 3
 Mastery! ! “ 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 1
 Beginner Stage 2
 Intermediate
  11. 11. Brand Adoption By Vertical Stage 2
 Intermediate Stage 3
 Mastery Stage 1
 Beginner Luxury Financial Automotive FMCG Apparel Technology Alcohol Media B2B QSR *Qualitative research: FlashStock, Nov 2014
  12. 12. Insight & Objective Choose A Themes Photography Guide Measurement Promotion ! ! “Gives you wings” ! ! “Be a hero” ! ! ! To bring inspiration and innovation to every athlete* in the world.”
  13. 13. Insight & Objective Choose A Themes Photography Guide Measurement Promotion 
 Your brand insight should be consistent across all channels, including Instagram.
  14. 14. Insight & Objective Choose A Themes Photography Guide Measurement Promotion Research competitors and vertical amateurs to understand how your insight can apply.
  15. 15. Insight & Objective Choose A Themes Photography Guide Measurement Promotion Objectives Reach & Frequency Product
 Discovery Loyalty
  16. 16. 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.
  17. 17. Choose Archetypes JESTER LOVER CAREGIVER EVERYMAN CREATOR HERO MAGICIAN SAGE RULER INNOCENT EXPLORER SOCIAL FREEDOM ORDER EGO OUTLAW Freedom Social Order Ego
  18. 18. JESTER LOVER CAREGIVER EVERYMAN CREATOR HERO MAGICIAN SAGE RULER INNOCENT EXPLORER SOCIAL FREEDOM ORDER EGO OUTLAW Choose Archetypes
  19. 19. Themes Jester/Explorer
 Modified Occasions Escapism Active Culture Source
  20. 20. Occasions Jester/Explorer
 Modified Occasions Escapism Active Culture Source
  21. 21. Classic Storytelling Pillars SourceCultureActiveEscapismOccasions 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
  22. 22. Photography SourceCultureActiveEscapismOccasions 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
  23. 23. Promotion Paid Media Community 
 Engagement Web
 Integration 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.
  24. 24. 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 Instagram’s ability to drive free media value to followers. Engagement PostsLikes Creative
  25. 25. Instagram Commandments 
 1. Photographer first, marketer second.! 2. Be authentic, sensory and relevant. ! 3. Appeal to consumers 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. Only post high quality content.! 10. Deliver what your audience wants.

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