Build a Business on Instagram 2016

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Instagram for Business

Did You Know?More than 400 Million monthly active users

80 Million photos shared each day

2.5 Billion likes each day

International audience with 75% users outside USA

Rapidly Growing with 4x increase in last two years

Growth Projection by 2019

Highest Engagement

Better Advertising

Truly differentiating USPsWhy Brands Should Be on Instagram?

EngagementInstagrams audience is highly active when compared to other platforms - Most users regularly visit, upload content and interact with posts from other accounts.

49% users check instagram daily, 73% at least once a week

58x more unpaid interactions per post vs. Facebook on average

120x more unpaid interactions per post vs. Twitter on average

4,820 likes per post for top brand accounts.

Engagement

$2 Billion projected ad spend by 2017.

$600 Million spent by brands on Instagram in 2015.

Instagram gives a powerful set of tools for interacting with audiencesAdvertising

Mobile: 100% of traffic already comes from mobile devices.

Video: Highly visual feed is perfect for showcasing video posts.

Messaging: Instagram direct set to challenge popular messaging APPs.

Curation: Revamped explore feature makes finding new content easier.

Stories(new): Temporary moments from your life which expire in 24 hours, all set to challenge snapchat.

USPs

Instagram StoriesExplore Feature on DesktopCreate New Account on DesktopVideo Views60-Second Videos and Videos AdsSwitch Between Multiple Instagram AccountsNew LogoInstagram Algorithm AnnouncedRecent Updates - Past Year

The Instagram UserIndians on InstagramUsers tend to have higher disposable incomes that peers on other social networksTop Activities on platformExpress themselves with picturesFollow trends and celebritiesDiscover new information on topics of choiceShare travel and food experiences

Goals

Build Your Brand With Instagram

Strategize

Understand how to use Instagram by using it yourself.

Market research: Check out the best businesses on Instagram, understand what kind content they make, understand other key metrics such as how often do they post or timing of their posts.

Competitive Intelligence: Research on other brands in your industry and understand their strategy, find out what works for them and what does not.

Build Your Brand With Instagram

Strategize

Define your business goalsIncrease product salesIncrease traffic to your websiteIncrease brand awarenessIncrease branded hashtag mentions

Based on your previous research and business goals, build your own strategy.

This strategy should mirror your broadersocial media marketing plan, which acts as your business guide for social media activities.

Build Your Brand With Instagram

Mission Statement

We will use Instagram for [ purpose of this social network ] in order to help [ business goal ].

Build Your Brand With Instagram

Content Strategy

With your mission statement in hand, you can move onto yourcontent strategy. This will involve:

Choosing how often to postChoosing what time of day to postEstablishing a content calendarChoosing your content themes or pillars.

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Get your audience to participate

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Get Discovered:

Instagrams explore featuresTag People InvolvedUse Hashtags OftenUse Geo Locations

Build Your Brand With Instagram

Hygiene Checks

Build Your Brand With Instagram

Hygiene Checks

Dont Dismiss Instagram Analytics

KPIs Track post performanceMonitor Instagram trendsTrack comments and hashtag usageMeasure audience engagementIdentify influencersReport across multiple profiles

Build Your Brand With Instagram

Instagram Ads are created using Facebook Ad account and a Facebook page is required.You can create ads for Instagram usingAd creation,Power Editoror theFacebook Ads API.It is not necessary to have an Instagram account to run Ads on it.

Characteristics:Scalable pricingSelf-serve, instantRobust reporting, youre in controlHighly-refined audience targeting

Instagram Advertising Basics

CTAs for Instagram ADS

Clicks to WebsiteWebsite ConversionsMobile App InstallsMobile App EngagementVideo ViewsReach and FrequencyPage Post EngagementAdvertising

Clicks to a Website

The Link Problem

For organic posts, you can't place clickable links in your posts, brands must direct Instagrammers to the link in their bio.

This calls for a need to use ads with the CTA of clicks to your website to make it easy for the user to lead onto your website.

CTA Copy Can be custom

Advertising

Website Conversions

If you have an ecommerce business and you want to use Instagram to drive more sales, you could use theWebsite Conversionsobjective.

Advertising

Mobile App Installs

Get people to install yourmobileApp.Advertising

Mobile App Engagement

Get more activity on your mobile App by directing uers to open it.

Eg. CTAs Book Now, Play Gameor Learn More

Advertising

Video Views

If you have a product that needs some explaining, you could create avideo tutorialand use the Video Views Objectiveto get people to watch it.

Advertising

Reach and Frequency

Achieve predictable reach and greater control over message frequency.

Designed to optimize cost and delivery.

Used for remarketingAdvertising

Page Post Engagement

If you haventlaunched your businessyet but you want to build your community, you could use the Page Post Engagementobjective to grow your Instagram following.

Boost an existing post.

Advertising

#Hashtags make you more discoverable and expose you to a large audience.Posts with at least one #hashtag average 12.6 percent more engagementthan those without.

Find the right hashtags:Check out what hashtags your competitors are usingUse hashtags that influential people in your industry are usingConsider related hashtags - [ hashtagify.me ]Use Instagrams search function

#Hashtags

How many Instagram hashtags should you use?

Dont use too many or irrelevant hashtags.Use specific or niche hashtags.Dont forget about popular hashtags.Keep your brand hashtags short, simple, and easy to spell.Hide your Instagram hashtagsInclude them in the comment section below your post. Once other people leave a few comments, the hashtags wont be viewable unless the option toSee allis selected.

#HygieneTips

Encourage users to share great content and use that, in return tag them in your posts.Instagrams visual nature makes it perfect for UGC.Highly effective when done right.

BenefitsLow CostHigh external creativityHigh engagementBetter SEOStrong CommunityUser Generated Content

User Generated Content @beautifuldeastinations

UGC The Heart of Social Media

Built the foundationofword-of-mouth recommendations.Allows you to target an audience of like-minded people that follow an influencertheytrust.

Who can these Influencers?Fashion bloggersto show off their style.Interior designers to display their portfolio.Travel photographers to catalogue their adventures, and even chefs to publishtheir recipes.Personal trainers are using Instagram to sharetheir workouts.

Influencer Marketing

Influencer Marketing

Influencer Marketing In PracticeChoose Relevant Influencers

Find the right influencersYou can also quite often find influencers on the accounts of other brands. Look for posts where they tag someone else as the contentcreator.Use tools such as Whalar

Influencer Marketing In Practice2. Do Your Homework

Reseach the competitiors and use Whalar Labs, which allows you to see metrics on your Instagram account and then compare it with up to three others.

Influencer Marketing In Practice3. Set a Clear Brief

Your campaign will be more successful if you allow the influencer the creative freedom to produce content that they know their audience will love.Supply a mood board with the brief. (optional)

Influencer Marketing In Practice4. Agree On a Collaboration Structure

TimeframeOutputContent UsagePayment Terms

Influencer Marketing In Practice3. Set a Clear Brief

Your campaign will be more successful if you allow the influencer the creative freedom to produce content that they know their audience will love.Supply a mood board with the brief. (optional)

Two Dominos Pizza employees posted a spoof video onto YouTube.Inexperienced in the ways of online reputation management, their management chose to ignore it.By the time they had realised their error, the original video had been viewed over 1 million times and the damage to their brand was done.by using basic social monitoring services for online reputation management, Dominos could have greatly minimised the damage caused by th