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Using Instagram to Market Your Business

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on 16 June 2014

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Transcript of Using Instagram to Market Your Business

A perfect moment in time...
A happy day...
A milestone...
Memories captured...
Pictures are worth a thousand words...

Photos have gone from email sharing (1980s) to mobile sharing (2000s)
Increase in smartphone usage has contributed greatly to photo sharing boom.
Today it is faster & easier than ever to share your favorite photos!
Postagram allows you to print and ship photos you have taken on Instagram

The future: printing, shipping, postcards, increased album sharing, increased searchability...
Using Instagram to Promote Your Business
Instagram in the World of Social Media...
Timeline:
1st Strictly Mobile Photo Sharing Social Media App
Launched October 6, 2010
Had 1 Million Users by December 2010
Facebook Buys Instagram - April 2012
Launch of Instagram Web Pages - November 2012
Addition of Video Sharing - June 2013
Instagram Direct - December 2013
Current:
150 Million Monthly Active Users
16 Billion Photos Shared
1.2 Billion Likes Daily
55 Million Average Photos per Day
What is Instagram?
Photo & Video Sharing App

Via Instagram.com: "Instagram is a fun and quirky way to share your life with friends through a series of pictures. Snap a photo with your mobile phone, then choose a filter to transform the image into a memory to keep around forever. We're building Instagram to allow you to experience moments in your friends' lives through pictures as they happen. We imagine a world more connected through photos."
The Beauty of Photos
Sharing on Instagram...
From a business perspective:
Forces us to be visual - "Show & tell"
Photos can be shared across Facebook, Twitter, Tumblr, Flickr, and Foursquare
Enables customer service & interaction
Important tips:
Try it out before you create a business account.
Decide what kind of brand image you want to portray before you begin.
When setting up your account- try using your Twitter handle for the name so both accounts link together nicely.
Visit the Instagram for business blog at:
business.instagram.com/blog
Videos on Instagram
Launched June, 2013
3-15 seconds vs. Vine's 6-seconds
Auto play in news feed, but do not loop
13 filters to choose from
Add a custom cover shot
Record multiple clips in succession or one long video
Stabilizer feature - smooths out shakiness
Can tag videos in the same way as photos
Can be shared across multiple social media sites
Marketing Your Business Effectively
Running Effective Contests & Giveaways
1. Use marketing basics: define your target market, set goals, create a budget, pick your prize.
2. Pick a theme/topic.
3. Make a campaign specific #hashtag.
4. Post ALL of the details- how to enter, how the winner is chosen, rules & regulations, and an attention-grabbing title.
5. Promote your contest - on Instagram, via email, your website, and/or other social platforms.
6. Get involved.
7. Give it time.
8. Announce the winner and promote them across all social spaces!
Measuring Success
There are several tools to measure key metrics about your Instagram account. The BEST site is:

Statigram:
Monitor your community
Engage
View photos & feed
Track key metrics - most engaged followers, follower growth charts, #hashtag cloud, etc.
Host contests
See most popular posts

Other popular photo sharing apps include:
Facebook
Snapchat
Flickr
Dropbox
Photobucket
Shutterfly
Twitter
Google+
Snapfish
Path
Using #Hashtags
Essential to ANY Instagram marketing campaign - allow you connect with people you don't know
Groups information together
Top Instagram #hashtags: #love, #instagood, #cute, #follow, #like, #tbt, #beautiful, #happy, #fun, #fashion, #nofilter, #bored
Helpful tips:
See what #hashtags your followers are using.
Create a list of #hashtags to use for your business.
Be consistent - if the #hashtag is relevant to your business and/or campaign do not get discouraged if nobody uses it.
Add a few #hashtags to each post - 3 to 5 is ideal.
Be fun & creative with #hashtags!
Try out Tagstagram to suggest hashtags for you to use.
Instagram takes extremely amateur photographers and makes them feel capable of taking professional-quality pictures
Rules of Thumb
Make sure your profile is complete. A profile picture with your business logo and link to your website in the bio are a must.
Know the lingo. #Hashtags are important for each type of photo or video you post & can be time specific.
As with anything a brand may do on social media- apply the 80/20 rule. 20% of posts are about your brand (self-promotion), 80% are about other things (connecting with customers)...
Connect your Instagram to your Facebook AND Twitter accounts so your followers can find you easily. Follow back your followers and engage with them (on their posts). For a small business this goes a LONG way...
Posting Schedule: 24 hours a day, 7 days a week - users are on at all times of the day. Post any time you have a relevant, engaging photo.
Big Brands Using Instagram...
Most Popular Photo Filters :
Lo-Fi - use for photos of food
X-PRO II - high-contrast effect
Amaro - use for an aged appearance
Mayfair - add light to the center of the photo
#NoFilter
Inkwell - light & shadow images
Hudson - casts a "cool" light
Valencia - use to "antique" your image
Hefe - use to enhance photo colors
The Future of Instagram...
Ads are coming...

More filters & photo editing options?
Auto-editing?
Albums?
Print it button?
Chat feature?
More connected to Facebook?
More integrated Maps feature?
Top Photo Editing Apps for Instagram
Photoshop Express - Free
Pixlromatic - Free
PhotoWonder - Free
InstaCollage - Free
Whitagram - Free
Split Pic - Free
Overgram - Free
How does Instagram choose names for their filters?
"I wish that I could say it’s more interesting – but often it has to do with the inspiration for the filter… a type of film, a photo we’ve seen, or simply what we were doing at the time." -Instagram CEO, Kevin Systrom, @Kevin
How did the idea come about?
"We created Instagram to solve three simple problems:

1. Mobile photos always come out looking mediocre. Our awesome looking filters transform your photos into professional-looking snapshots.

2. Sharing on multiple platforms is a pain - we help you take a picture once, then share it (instantly) on multiple services.

3. Most uploading experiences are clumsy and take forever - we've optimized the experience to be fast and efficient."

-From Instagram.com/about/faq
Hashtags gone wrong....
AKA Hashtag Hijacking
Attention seeking troll:
Posts repeatedly to trending topics to gain attention
Posting photos with unrelated #hashtags
PR campaign gone wrong:
#Hashtag set up to generate positive PR is taken over by detractors.
Most notorious example: McDonald's with #MCDStories
Avoid #Hashtag Hijacking...
Do not create vague, self-serving type #hashtags.
Be specific - give a "what's in it for me" incentive (i.e. using hashtags for contests).
Use hashtags without your brand name in them to be safe - this doesn't mean don't use your brand name in a hashtag (i.e. #texasmediapros vs. #texasmediaprosexperience).
If your business is in the public eye for any negative reasons (layoffs, etc.) - do not create a hashtag campaign.
Melissa Cowser
Director of Social Media
Texas Media Pros

Ads Are Coming to Instagram...
Rolling out over the next couple of months are advertisements in your Instagram feed.
Ads will promote brands the user does not already follow
Image- & Video- based
Consumers will be able to provide feedback for ads they don't want to see
Goal is for ads to be as normal/natural as possible in the feed
To the contrary: Instagram will NOT sell your photos...
Connect with me:

Instagram & Twitter:
@melissacowser
LinkedIn:
linkedin.com/in/melissacowser
Facebook:
facebook.com/texasmediapros
Weekend Hashtag Project
#WHP(insert name of project)
Musts:
Become a regular
Be authentic
Use appropriate #hashtags
Be thankful
Be engaging
Share
Run contests/giveaways to gain followers
What you can learn from big brands...
Promote inside information - meetings, birthdays, office parties, new products...
Use filters effectively
Be open to feedback - positive or negative
Give coupons, discounts, rewards
Celebrity Endorsements
Questions?
#Don't #Hashtag #every #single #word
Do post interesting pictures that represent your brand well
Don't advertise your brand in every post
Do follow back and engage with your fans
Don't abandon your account
Don't bombard your followers
Do offer sneak peeks, giveaways, & incentives
Do's & Don'ts
"Lux"

Brings out details you couldn't see before.
Need somewhere to start?
Instagram Direct
Competing with Snapchat?
New/novelty feature to keep users interested
Sharing feature meant for smaller groups of people - inside joke, special family moment, or another photo from that night out
Literally send the photo "directly" to users you have selected
See who has viewed the photo and engage in conversation
Feature geared toward Millennials
www.texasmediapros.com
What is that?
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