This presentation will share tips and how users will get most benefits for their brand or e-commerce using Instagram.

1. The Secret Recipe of Instagram e-CommerceThe Secret Recipe of Instagram e-Commerce
Sri Safitri – CMO telkomtelstra
25 March 2015

2. Outline
• Unique characteristic of Instagram vs. Facebook
vs.Twitter in driving e-Commerce sales
• Harnessing the power of #hashtags
• Responding to users’ content and leading customers
to a purchase point
• How to connect consumers to relevant product
purchase suggestions
• Case Studies : Launching a campaign on Instagram
and Indonesian Instagram eCommerce success tips

3. Unique characteristic of Instagram vs. Facebook
vs.Twitter in driving e-Commerce sales
Businesses should have a presence on all major social platforms to reach different markets
Primary
users
- 71% of US internet users
(93% in Indonesia)
– Women a bit more than
men
– Across ages
– Across education
– Across incomes
– Across regions
- 23% of US internet users
(80% in Indonesia)
– Men a bit more than
women
– 18-29
– College graduates
– Household income of
$50k+
– Urban and suburban
neighbourhoods
- 26% of US internet users
(32% in Indonesia)
– Women more than men
– 18-29
– College graduates
– Household income of $50k+
– Urban and suburban
neighbourhoods
Typical
users
Men and women in their
20s, 30s, and 40s.
Men and women in
their 20s.
Men and Women (more-
so women) ages 18-29.
Source: www.business 2community.com, www.sosmedtoday.com, internal analysis 2015

4. Unique characteristic of Instagram vs. Facebook
vs.Twitter in driving e-Commerce sales
Best For
What
How
Why
Sharing seasonal updates,
news announcements,
commenting back to
questions, promotions,
events, and contests.
Sharing daily updates,
holiday ideas, trends, news
announcements,
promotions, events,
answering questions, and
Twitter chats.
Sharing behind-the-scenes
photos, showcasing new
products and looks, photo
styling, celebrity endorsements,
showing office culture, and
contests.
High quality photos is the focus
with hashtags, short descriptions,
and @ mentions as support.
Simple text, hashtags, @
mentions, and links are the
focus (all within 140
characters – or less, with
photos added as support)
Descriptive text is the focus
with beautiful images
(optional) as support. Paste
in a link to add a call to
action.
Has an exclusive feel. Builds
brand awareness and consumer-
brand relationships. Good for
rare behind-the-scenes shots.
Keep consumer-brand
communication open. Good
for sharing products and
updates around current
trends.
Awareness and building
brand relationships. Good
for reaching a large
audience

5. Unique characteristic of Instagram vs. Facebook
vs.Twitter in driving e-Commerce sales
How often
to post
When
to post
Ads you
can buy
1-2x a day
Socialbakers recommends
5-10 posts per week.
3-5x a day
BufferApp recommends
three tweets a day.
1-2x a day
UnionMetrics said the average
brand posts 1.5x/day.
Anytime.
According to Iconosquare,
HelloSociety should post at
11 am, 2 pm, 5 pm, or 9 pm
for highest engagement.
All day, but Monday-
Thursday between 1-3 pm
is best
Between 1-4 pm is
best
Timeline and Right Column
ads: either sponsored posts,
link, or account (very
common). Facebook
influencers is unheard of.
Sponsored Tweets,
Sponsored Hashtag
(Trend), Sponsored ‘Who
To Follow’ (very common).
Influencers that tweet
seem to usually be
supporting another
sponsorship.
Sponsored Instagram posts
(fairly rare). Influencers on
Instagram is very common.
Source: www.business 2community.com, www.fastcompany .com,internal analysis 2015

6. Harnessing the power of #hashtags
#thepower
Instantly linking a social media
post to a group of others about
the same topic...
the #hashtag is one of the
most powerful tools around,
in the social media age
....and updating a group of
likeminded users on that topic
in real time.
For small business owner, the #hashtag
represents an important social media strategy.
The right tag can help drive brand
recognition, boost the reach of an
advertising campaign and positively
impact customer loyalty.
#

7. Harnessing the power of #hashtags
#thebasic
Use the #hashtag symbol (#) before a
relevant keyword or phrase to
categorize message and help them
easily show up in search.
#Hashtag can occur anywhere in the
message – at the beginning, middle, or
end.
#hashtag blabla bla
Blabla #hashtag bla
Blabla bla #hashtag
#Hashtag will not appear in search if
your account is protected or private
Source: www.huffingtonpost.com, internal analysis 2015

8. Harnessing the power of #hashtags
#thebestpractices
#Don’t #spam #with #hashtags
• Don’t over tag a single message. Twitter offically
recommends no more than two #hashtags per tweet.
• Too many hashtags devalues the strength of the
hashtag and makes each additional one more
meaningless than the last.
Develop your brand under a single #hashtags
• Choose just one #hashtag to speak for your brand and strengthen consumer
awareness.
Source: www.huffingtonpost.com, internal analysis 2015

9. Harnessing the power of #hashtags
#thebestpractices
Channel the Sharing
• Encourage customers to share their
unboxing experiences when you
send them your products
• Create a specific Hashtag about
your brand, then spread it within
your community.
• Add a card on your packages
mentioning your Hashtag and a call
to action for your customers’ to
share their photos on Instagram.
• Link the Hashtag photos on
Instagram to your webstore.
Source: www.totems.co, internal analysis 2015

10. Harnessing the power of #hashtags
#thebestpractices
#Hashtag in the wild
• Generate huge amount of buzz outside the
internet by placing a #hashtag in a well placed
location (bilboard, stickers, posters, etc.) to
drive #hashtag use.
Be #obvious
• Use #hashtag that is both easy to remember and crystal-clear, complicated #hashtag
often do not work as intended.
Source: www.huffingtonpost.com, internal analysis 2015

11. #Hashtags importance for Instagram
• Unlike Facebook and Twitter, Instagram cuts out the clutter by refusing to
hyperlink URLs in descriptions and comments (links do work in profile bios).
• Instagram, however, encourages hashtags, which puts even more weight on
hashtags to connect Instagram followers to the brand’s larger marketing strategy.
• Hashtags have the power to aggregate photos submitted as part of a marketing
campaign, generate more photo submissions, and get an Instagram user to go
from submitting a photo to buying a product.
Harnessing the power of #hashtags

12. Responding to users’ content and
leading customers to a purchase point
• Respond to users who submit a photo using your branded
hashtag or by tagging your brand to keep the relationships
between consumer and brand authentic, but also to plant
the shopping seed.
– Setting up a triggered response that shows up as a comment on the
photo.
• L’Oreal monitor Instagram for user content and send a triggered response
to the content that leads to a purchase point or participation opportunity.
– Monitor profile tags and hashtags using a real-time platform
like Keyhole and manually respond.
– Make sure the response is not spammy or generic.
– Reward participation with a deal, discount, or something of value.
– Use the response opportunity to give them a reason to follow-
through with a purchase.

13. Contacting via Whatsapp, Kik, Instagram Direct message
The old-school method: Sellers add their Kik id or even phone number to their posts’
captions and Instagram bios. They then proceed on making the sale outside of Instagram,
and possibly even offline via phone.
How to connect consumers to relevant
product purchase suggestions
Source: www.totems.co, internal analysis 2015

14. How to connect consumers to relevant
product purchase suggestions
Comment to buy, with Chirpify and Soldsie
• Soldsie and Chirpify allow brands to sell
products by letting customers comment on the
products’ photos on Instagram.
• Customers need to register with the services
first where they enter payment and billing
information necessary to complete the
purchase.
• Once signed in, buying through Chirpify and
Soldsie is virtually frictionless.
Source: www.totems.co, internal analysis 2015

15. Web apps enabling Hashtag-purchases
Hashbag: Buy from sellers on the web
Sellers can create their store and link it to
their Instagram account. Instagram posts
are automatically added to the store’s
collection, and the featured products are
made available for sale.
Keep: Connecting brands’ products to their
official shop
Allows bloggers to post items on the site
while linking them with online store’s page.
The photos representing the items come
from social networks, including Instagram.
How to connect consumers to relevant
product purchase suggestions

16. Adding Instagram to your Ecommerce Site
• Be careful.
Ensure your product is being displayed correctly.
• Develop a strategy for “bootstrapping” your feed.
Show the feed only after reaching some minimum number
of posts.
How to connect consumers to relevant
product purchase suggestions
• Add the Instagram feed using JavaScript.
Write JavaScript code to performs queries using this API and
displays the results.
• Use a third-party tool to add the feed.
Instapress for WordPress and Iconosquare.

17. Case Studies :
Launching a campaign on Instagram
Vogue’s Shoppable Instagram
•Incorporating affiliate linking through LikeToKnow.it.
•LikeToKnow.it creates a seamless bridge between
customers and brands.
•Vogue was the first fashion publication to launch the
program on their official Instagram account.
•By signing up for the program, users are emailed the
information of an outfit or product highlighted in an
Instagram post.
•Saves users the time of commenting their questions on
the products, which may get lost in the shuffle, or
searching various sites for the exact outfit saw in a post.

18. Make Your Own Mercedes
Case Studies :
Launching a campaign on Instagram
•Created a virtual custom
shop via Instagram.
• Users could create their own
dream version of the luxury
vehicle via different tags
leading users to alternate
accounts with different
customizations and features.
•The campaign included
hundreds of Instagram profiles
and thousands of images to
create the experience in
which the final photo presents
the user with the customized
vehicle and the price tag to
match.

19. Case Studies : Successful Indonesian
Instagram eCommerce
• Founded by Cindy Clarissa and
Josephine Ruth
• Sucessfull Instagram ecommerce
tips:
– Do not sell the goods that
have been frequently traded.
– Provide clear information on
products sold.
– Compare prices with other
online shops.
– Goods must fit in with
current trend and mode.
– Occasionally create contest
with prizes.
– Always be professional and
friendly to the buyer.
– Try to respond to a potential
buyer quickly.
– Give free products to famous
artists in Instagram.
– Build good relationships with
fellow online shop owners in
Instagram.
https://instagram.com/holalolainshop/

20. • Founded by Said
• Having 25K followers
• Sucessfull Instagram
ecommerce tips:
– Products must have a
clear competitive
advantage.
– Use high quality
photos.
– Detail caption about
the products.
– Quick respond to
buyer.
– Have a supporting
website.
– Get endorsements
from famous people
(free give out).
https://instagram.com/kamengski/
Case Studies : Successful Indonesian
Instagram eCommerce

21. Instagram for eCommerce- An
Update and Advice
• Instagram accounts may experienced permanent and
temporary closure due to policy violation.
• Instagram account used for eCommerce should
prepare back-up.
• Instagram should provide account spesifically for
eCommerce use.
• Instagram General Conditions:
– We reserve the right to modify or terminate the Service or your access
to the Service for any reason, without notice, at any time, and without
liability to you.

22. Thank You

23. Instagram Terms and Conditions –
Relation with Importance to Back-Up
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much as possible, there will be occasions when the Service may be
interrupted, including, without limitation, for scheduled maintenance
or upgrades, for emergency repairs, or due to failure of
telecommunications links and/or equipment. Also, Instagram reserves
the right to remove any Content from the Service for any reason,
without prior notice. Content removed from the Service may continue
to be stored by Instagram, including, without limitation, in order to
comply with certain legal obligations, but may not be retrievable
without a valid court order. Consequently, Instagram encourages you
to maintain your own backup of your Content. In other words,
Instagram is not a backup service and you agree that you will not rely
on the Service for the purposes of Content backup or storage.
Instagram will not be liable to you for any modification, suspension, or
discontinuation of the Services, or the loss of any Content. You also
acknowledge that the Internet may be subject to breaches of security
and that the submission of Content or other information may not be
secure.