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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
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a winning strategy for
marketingBy Michael Scissons
co-founder @ FlashStock
We create beautiful images for marketing.
Create original photos for your brand’s Instagram profile at
http://www.flashstock.com
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
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
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
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
Instagram evolves brands from conversationalists to
visual storytellers
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
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
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
Stage 2Intermediate
Stage 3Mastery
Stage 1Beginner
Lu
xury
Fin
anci
al
Au
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oti
ve
FMC
G
Ap
par
el
Te
chn
olo
gy
Alc
oh
ol
Me
dia
B2B
QS
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*Qualitative research: FlashStock, Nov 2014
Brand Adoption By Vertical
Insight & ObjectiveChoose A
ThemesPhotography Guide
Measurement
Promotion
“Gives you wings.” “Be a hero.”
To bring inspiration and innovation to
every athlete* in the world.”
Insight & ObjectiveChoose A
ThemesPhotography Guide
Measurement
Promotion
Your brand insight should be
consistent across all channels, including Instagram.
Insight & ObjectiveChoose A
ThemesPhotography Guide
Measurement
Promotion
Research competitors and vertical amateurs to understand
how your insight can apply.
Insight & ObjectiveChoose A
ThemesPhotography Guide
Measurement
Promotion
Objectives
Reach & Frequency
ProductDiscovery
Loyalty & Revenue Growth
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.
Choose Archetypes
JESTER
LOVER
CAREGIVER
EVERYMAN
CREATOR
HERO
MAGIC
IAN
SAGE
RULER
INNOCENT
EXPLORER
SOCIAL
FREEDOM
ORDER
EGO
OUTLAW
Freedom
Social
Order
Ego
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
Jester/Explorer Modified
Occasions Escapism Active Culture Source
Develop Themes
Themes are the pillars from which your brand can build occasions.
Create Occasions Jester/Explorer Modified
Occasions Escapism Active Culture Source
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.
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.
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.
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
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
Ready for Instagram? Contact us at insta@flashstock.com
and let us help you get going with free materals and insights.
Contact Us
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