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 


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

2. We create beautiful images
for marketing.
Create original photos for your brand’s
Instagram profile at
http://www.flashstock.com

3. 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
70+
million photos
uploaded daily
Instagram Key
70%
of users outside
the USA
Facts
average user
spends
257
min per month

4. 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
Facts
Content with
relevant images
gets 94
percent
more views than
content without
-Skyword, 2011

5. Why Instagram
is Important
(Canada)
49.8%
of millennial Instagram
users rank Instagram
in their top 10 channels
to discover new
products
- FlashStock Consumer Survey 2014
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

6. 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

8. Instagram
evolves brands from
conversationalists to
visual
storytellers

9. 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

10. 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

11. 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

12. 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

13. 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.”

14. Insight & Objective
Choose A
Themes
Photography Guide
Measurement
Promotion
Your brand insight should be
consistent across all channels,
including Instagram.

15. Insight & Objective
Choose A
Themes
Photography Guide
Measurement
Promotion
Research competitors and
vertical amateurs to understand
how your insight can apply.

16. Insight & Objective
Choose A
Themes
Photography Guide
Measurement
Promotion
Objectives
Product
Discovery
Loyalty &
Revenue
Growth
Reach &
Frequency

17. 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.

18. Choose Archetypes
JESTER
Freedom
CREATOR
LOVER
CAREGIVER
EVERYMAN HERO
MAGICIAN
SAGE
RULER
INNOCENT
EXPLORER
SOCIAL
FREEDOM
ORDER
EGO
OUTLAW
Social
Order
Ego

19. JESTER
CREATOR
LOVER
CAREGIVER
EVERYMAN HERO
MAGICIAN
SAGE
RULER
INNOCENT
EXPLORER
SOCIAL
FREEDOM
ORDER
EGO
OUTLAW
Example Archetypes
Special Thanks to Carl Golden *editorial allocation. No brand involvement

20. Jester/Explorer
Modified
Develop Themes
Occasions Escapism Active Culture Source
Themes are the pillars from which your
brand can build occasions.

21. Create Occasions
Jester/Explorer
Modified
Occasions Escapism Active Culture Source

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

23. Photography
Jester/Explorer
Modified
Consistent Instagram photography starts with great
Occasions Escapism Active Culture Source
photo guidelines.
Feminine Masculine Young Mature Luxurious Economical
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Modern Classic Playful Serious Loud Quiet
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Simple Complex Subtle Obvious Cool Warm
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

24. 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.

25. 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 Likes Posts
Creative

26. 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

27. Ready for Instagram?
Contact us at insta@flashstock.com
and let us help you get going with free
materals and insights.
Contact Us