the year of instagram (2014)

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NOVEMBER 2013 ROB REED

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The Year of Instagram trata de cómo las marcas están usando Instagram como canal de alto atractivo visual. 2014 es el año de las estrategias en Instagram.

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Page 1: The Year of Instagram (2014)

NOVEMBER 2013

ROB REED

Page 2: The Year of Instagram (2014)

1momentfeed.com

Introduction: The Instagram Channel

Instagram Stats

Three Principles: Instagram Strategy

Instagram Business Value

Context & Relevance: Instagram Local

Location Tagging

What’s Coming: Instagram Ads

The Brand Selfie

Brand Profile: Disneyland

Brand Profile: JCPenney

Brand Profile: Barney’s Beanery

Brand Profile: Jimmy Buffett’s Margaritaville

Conclusion

02

03

06

12

14

20

22

26

28

32

36

42

46

Reprint from The Huffington Post

By Rob Reed, Founder, MomentFeed, November 2013

TABLE OF CONTENTS

Page 3: The Year of Instagram (2014)

2 The Year Of The Instagram Strategy 3momentfeed.com

INTRODUCTION:

The Instagram Channel

As 2013 comes to a close, marketers should be thinking about 2014 as the year of the Instagram strategy.”

Page 4: The Year of Instagram (2014)

4 The Year Of The Instagram Strategy 5momentfeed.com

Not only is the total number impressive, but it means

Instagram is growing at a rate of more than 100 million new

users per year, as the social network added 50 million of

them in the past six months.

Managing the Instagram channel is no longer optional.

It has become a strategic imperative for any brand or

small business, and the urgency grows daily along with

its user base. More than anything, Instagram presents an

unparalleled opportunity to build and share a brand — to

show a different side by leveraging this highly visual medium.

Plus, the rate of customer engagement is off the charts

compared to other social channels. But there are challenges.

Unlike Facebook and Twitter, it’s not as easy to manage

Instagram using native tools. Plus, what exactly does it

mean to “manage” Instagram? This is a big question that

we’ll seek to answer through the entirety of this paper.

Instagram recently announced it has more than 150 million monthly active users worldwide.

More specifically, brands should be asking and answering

the following:

INSTAGRAM STATS

MONThLy ACTIvE USERS:

150 millionAvERAGE PhOTOS PER DAy:

55 millionDAILy LIkES:

1.2 billionTOTAL PhOTOS ShARED:

16 billion

• IsInstagramjustaboutpostingbrandphotosandvideos?

•Arerepurposedadvertisingimagesgoodenoughfor

anInstagramfeed?

• Isthereaconversationtobehadwithcustomers

onInstagram?

• IsInstagramacustomerservicechannel?

•HowdoesonebuildanInstagramfollowing?

•CanbrandsutilizecustomercontentfromInstagram?

• IsInstagramalocalmarketingchannel?

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Page 5: The Year of Instagram (2014)

6 The Year Of The Instagram Strategy 7momentfeed.com

ThREE PRINCIPLES:

Instagram Strategy

Page 6: The Year of Instagram (2014)

8 The Year Of The Instagram Strategy 9momentfeed.com

Consistent with the new media revolution, Instagram represents

the ability to connect directly, authentically, and efficiently with a

large number of consumers through a two-way medium. The

medium has evolved, however, from text and ads through PCs

to photos and videos through mobile devices.

We’ve outlined the three key principles to successfully

managing the Instagram channel and executing successful

Instagram strategies:

Instagram may be a new channel that is just now achieving massive scale, but many of the same marketing principles still apply.

Brands can populate their Instagram feed with content

through two methods: creating original brand content and

curating customer content.

Original Instagram content strategies can vary widely.

We find that authentic, in-the-moment content performs

best...as opposed to generic advertising photography

being repurposed for Instagram. There are cases like Fab,

however, where images shot in a studio feel natural on the

Instagram platform. This has a lot to do with the brand

and brand category, as we find that authentic food photos

do better than studio shots. The top Instagram brands in

terms of original content include Ben & Jerry’s, The Gap,

Patagonia, and Starbucks. The feeds for these brands

show originality while staying true to their identities and

providing a more intimate and authentic look at what they

represent.

Nevertheless, producing a steady stream of authentic,

original content can be expensive and time consuming.

Which is why brands should consider balancing original

content with curated customer photos and videos i.e.

“re-gramming” the best brand-related content from customers.

This is similar to a retweet on Twitter...but with better

content. Re-gramming takes a customer photo or video and

reposts it to the brand’s feed with the proper attribution.

It provides brands with a limitless source of high-quality,

brand-specific content while authentically engaging

customers and encouraging them to produce more and

better photos of their brand experiences.

Note: Regramming is not a native Instagram feature.

One must generally use a third-party application, such as

MomentFeed, that automates this feature on a smartphone,

as the only way to post Instagram content is through the

mobile Instagram app.

1.CreateandCurate

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Page 7: The Year of Instagram (2014)

10 The Year Of The Instagram Strategy 11momentfeed.com

First, brands need to see all of the related photos and

videos customers are posting on Instagram. This includes

monitoring all brand, sub-brand, and campaign hashtags

— positive, negative, misspellings, etc. — as well as photos

being tagged to specific locations, known as “location tags.”

With brick-and-mortar brands, up to 40% of all brand-

tagged Instagram photos are only being location tagged, and

these tend to have a stronger brand signal than hashtags.

Next, brands need to monitor Instagram comments for

critical keywords. These could be related to a campaign

or product launch to measure impact. On a daily basis,

however, Instagram comments will surface a broad range of

customer issues. Indeed, Instagram has become a critical

customer service channel alongside Facebook and Twitter.

Unlike Twitter or Facebook, though, Instagram always

includes a photo or video. So if there is a hair in someone’s

food or a messy bathroom; if employees are behaving

inappropriately or the customer experience doesn’t live up

to the brand promise, an Instagram response means there

is photo or video proof. As such, the negative impact on a

brand can be magnified tremendously as this content gets

shared to Facebook and Twitter.

2.Listen 3.Respond

There are two simple ways to respond to customers via

Instagram: liking and commenting on their content.

The Instagram “like” is an easy and efficient way to thank

customers for sharing and engaging with a brand. More

often than not the customer will receive a mobile push

notification indicating that the brand has liked their photo,

thus engaging on a one-to-one basis. This also has the

effect of growing a brand’s Instagram following because

tapping on the brand’s “like” takes the customer to its profile

page. The customer may not have been aware the brand

was on Instagram before this.

Commenting can also be a way to thank customers.

However, this mechanism is best utilized as a customer

service channel to address dissatisfied customers and

resolve the issues, either within Instagram or through an

offline channel. One of the advantages of Instagram is that

the conversation on each photo is discrete. Unlike Twitter

they are not part of a brand’s open content stream. So it’s

not absolutely necessary to take these conversations offline.

Plus, a brand can comment on multiple photos with the

same message without coming across as inauthentic.

kat_ruttenburMatching #disneyland #california #losangeles

disneylandFantastic photo! do you approve of us featuring it (with photo credit) on our official Disneyland Instagram account? If so, please reply ‘yes’ in the comment below.

Summary

By crafting strategies around these three basic principles,

brands can maximize the success of Instagram as a

scalable and multi-faceted marketing channel that puts

customers at the center of the experience.

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Page 8: The Year of Instagram (2014)

12 The Year Of The Instagram Strategy 13momentfeed.com12 The Year Of The Instagram Strategy

INSTAGRAM BUSINESS VALUE:

Customer Engagement

Customers that are more engaged with a brand tend

to be more loyal and spend more money. Social

engagement is increasingly becoming a reliable signal

and proxy for business performance, especially when

measured at the store (POS) level.

Brand Awareness

Large-scale social networks can be tremendous sources

of word-of-mouth promotion by a brand’s customers.

Instagram’s visual focus makes it especially compelling for

brands in the food, fashion, sports, and travel categories.

Sales

Instagram can drive sales through several mechan-

isms, many of which have yet to be enabled. The

pairing of Instagram’s visual medium with new methods

of conducting transactions through mobile devices,

both online and off, means that real commerce will

soon flow through Instagram.

12 The Year Of The Instagram Strategy 13momentfeed.com

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Page 9: The Year of Instagram (2014)

14 The Year Of The Instagram Strategy 15momentfeed.com

CONTEXT & RELEvANCE:

Instagram Local

Page 10: The Year of Instagram (2014)

through which brands can reciprocate engagement and

establish authentic connections with their most passionate

and loyal customers. And this is just the start.

When consumers location tag Instagram photos and videos,

they infuse that content with local relevance. The content

is specific to a place and time — to an individual customer

moment. This is vastly different from a Tweet or photo at the

brand level. While consumers can tend to feel anonymous

among the millions of people in a brand’s global community,

the community around individual locations might number in

the thousands. It’s a more intimate and meaningful experience

for brands and consumers alike. One way to foster and build

these local communities is through the curation and sharing of

customer-generated content across the social platforms.

When brick-and-mortar brands make the connection

between location-tagged photos on Instagram and their

corresponding local Facebook Pages, it enables local

communities to scale in ways that were never before

possible. Consumers are creating and sharing high-quality

branded content that is specific to a business location.

Instagram becomes the source of relevant photos and

videos for that location, and the Facebook Page becomes

the distribution channel. In other words, brands can

crowdsource much of the content for their local Facebook

pages via Instagram. This creates a virtuous cycle of customer

engagement and community building at the local level.

16 The Year Of The Instagram Strategy

Location is core to both the app and the vision of its founders.

One of the long-term goals of Instagram as a company is that

you’ll be able to visit any place in the world through Instagram

photos and videos...in real time. You’ll be able to click on a

map and see what’s happening there in that moment. This

requires that a large percentage of the content be anchored

to a specific place and time.

Instagram structures content locally through two methods.

First, users can activate location through the Photo Map

feature. This attaches a lat/long coordinate (geocode) to

each piece of content, giving users the ability to view their

photos and videos on a map and providing vital context to

these precious moments and experiences. Secondly, users

can “location tag” content, which attaches the explicit place

where the photo or video was taken. For example, one

might attach a food photo to a restaurant, a video clip to

a music venue, or a fitting room selfie to a clothing retailer.

This provides unique context for the user and her followers.

It also provides the strongest possible signal of customer

engagement for brands i.e. when customers are in the

buying moment.

A location-tagged photo or video means that a consumer is

present at a specific location and that they are associating

(tagging) their Instagram content with that place — the same

place where they are having a brand experience and often

making a purchase. This opens a channel of communication

Unlike Facebook and Twitter, Instagram is a location-based platform by design.

17momentfeed.com

Forexample,thefollowingoutlinesthekeystepsfor

curatingandsharinglocation-specificcontent:

Step1

A customer posts a compelling Instagram photo or video of

their local brand experience (publicly).

Step2

The brand shares the customer’s photo or video (with

attribution) to the corresponding local Facebook Page, which

goes into the News Feed of its fans. The brand is giving

the customer additional distribution and exposure for their

content. Simultaneously, the brand leaves a comment on the

customer’s photo or video with a link to the Facebook Page.

Step3

The customer goes from Instagram to Facebook and further

engages with that local community through liking, commenting,

and/or sharing. The page generates more local fans.

Step4

Customers produce more branded photos and videos of

higher quality in the hope of getting additional distribution

and acknowledgment from the brand.

Step5

Rinse and repeat.

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Page 11: The Year of Instagram (2014)

18 The Year Of The Instagram Strategy 19momentfeed.com

Instagram has become a critical

component of our local strategy.

Without the benefit of our customers’

photos, it just wouldn’t scale. As a result

of engaging with our customers through

Instagram and sharing their photos to

our Facebook Pages, we’ve realized

much higher rates of engagement, and

the quality of the content has improved

over time. Now we have customers

asking for us to share their photos to

Facebook when they post them.”

– Patrice Anderson, Director of eCommerce and Online Marketing

The Coffee Bean & Tea Leaf

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Page 12: The Year of Instagram (2014)

20 The Year Of The Instagram Strategy 21momentfeed.com

LOCATION TAGGINGHow to location-tag an Instagram photo or video

After taking a photo, tap “Name This Location”

on the subsequent screen. Note that the “Add to

Photo Map” feature must be enabled.

Choose the location from a list of venues provided

via Foursquare.

Click “Share” and note that the location will be

included above the photo in your feed.

31 2

20 The Year Of The Instagram Strategy 21momentfeed.com

Page 13: The Year of Instagram (2014)

22 The Year Of The Instagram Strategy 23momentfeed.com

“ WhAT’S COMING:

Instagram Ads

Page 14: The Year of Instagram (2014)

24 The Year Of The Instagram Strategy 25momentfeed.com

Ads shown within one’s Instagram feed are highlighted as Sponsored posts

This will be a photo or video that brands publish with media

spend to increase distribution. Which means users who do

not follow the brand will see the photo or video in their feed,

and it will be highlighted as an ad.

In a blog post, the Instagram team reassured its community

that its photo and video ads would not only be “creative

and engaging” but also relevant, tailored to your interests

based on “information about what you do on Instagram

and Facebook.”

Of course, this begs the question about targeting.

In addition to the personal data that Facebook uses to target

its ads, Instagram knows the brands people follow uniquely

on Instagram. It knows the hashtags people use on their

photos and how frequently. Much more than Facebook

or even Twitter, though, Instagram knows precisely where

people take their photos — where they eat, where they

shop, where they vacation. It has a much richer set of

local data and can target promoted photos and videos

accordingly. This is one of the more exciting possibilities for

Instagram’s forthcoming ad platform.

Instagram recently announced that ads are coming. The social network enters the paid media space with native “Sponsored” products.

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Page 15: The Year of Instagram (2014)

26 The Year Of The Instagram Strategy

Instagram is almost entirely responsible for the mainstreaming

of this behavior, and brands have an opportunity to take

advantage of it through the promotion of branded selfies.

For context, see the wildly popular website The Chive,

where its users take photos of themselves wearing Chive

clothing or promoting the Chive brand and submit them for

publication. In exchange The Chive posts these photos on

its website, giving its users tremendous reach and exposure

— a measure of fame in a fame-obsessed culture. The result

is a virtuous cycle of customers promoting the brand and

the brand promoting its customers. Everyone wins.

Non-Chive brands can borrow from this by encouraging

similar methods of engagement i.e. taking a selfie that

incorporates the brand and tagging it appropriately. For

example, a Starbucks customer might take a selfie with their

cup that clearly shows the Starbucks logo and tag it with

#starbucksselfie. As a reward, Starbucks would repost the

photo to Instagram, Facebook, and/or Twitter. The hashtag,

per its design and intention, would constitute explicit

permission from the customer.

THE BRAND SELFIEThe term “selfie” was recently added to the Oxford Dictionary and refers to “a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website.”

26 The Year Of The Instagram Strategy

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Page 16: The Year of Instagram (2014)

28 The Year Of The Instagram Strategy 29momentfeed.com

The Disneyland Instagram audience has

grown by 360% to more than 250,000

followers. What’s more, the photos posted

to the Disneyland Instagram feed receive an

average rate of engagement of 10.3%, which

is more than twice that of other major brands

on Instagram and ten times greater than other

social platforms.”

BRAND PROFILE:

Disneyland Resort

Page 17: The Year of Instagram (2014)

30 The Year Of The Instagram Strategy 31momentfeed.com

Many of the photos were clearly the work of professionals,

and even the amateur photographers were producing

content worthy of the Disney brand. To put it into Disney

terms, it was nothing short of magical.

Disney Resorts also realized it couldn’t hope to compete

with the combined force and creativity of its highly engaged

follower base. To scale an original Instagram strategy of

that magnitude would require tremendous resources, and it

could never match the authenticity of guests capturing and

sharing their Disney experiences in the moment. As such,

the Disney social team decided to crowdsource the entire

Disneyland Instagram feed from its guests — a 100% UGC

strategy consisting of “re-gramming” or reposting of the best

guest photos.

The initial challenge was Disney legal. How could a

brand so conscious of trademark issues utilize customer-

generated content for its Instagram feed? The answer was

simple, actually. They asked guests for permission. Disney

implemented a clear and efficient approval process that takes

place entirely within Instagram. Through the comments,

Disney asks for permission to re-gram a guest’s photo. When

the guest comments back with an explicit confirmation,

Disney re-grams the photo with proper attribution.

Disneyland announced the strategy in May on its Facebook

Page. At the time, it had fewer than 70,000 Instagram

followers. The following day, Disney fans posted more than

13,000 photos with the Disneyland hashtag, a 40% lift from

the previous day. Since then, the Disneyland Instagram

audience has grown by 360% to more than 250,000

followers. What’s more, the photos posted to the Disneyland

Instagram feed receive an average rate of engagement

of 10.3%, which is more than twice that of other major

brands on Instagram and ten times greater than other social

platforms. And yet Disney Resorts has never taken or shared

a single original photo.

In considering an Instagram strategy, Disney Resorts analyzed how

its guests were engaging through the channel. The social team

found that the quality of the photos far exceeded what they’d seen

through other user-generated-content (UGC) channels.

Follow

disneylandDisneyland Official account of Disneyland resort, showcasing some of our favoriteGuest Instagrams. Be sure to add #Disneyland to your photos. http://Disneyland.com

157posts

298,580followers

42following

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Page 18: The Year of Instagram (2014)

32 The Year Of The Instagram Strategy 33momentfeed.com

“ We launched our Instagram presence earlier

this year and have made it a point to engage

those who take the time to mention our

brand. Our customers are our best advocates,

and their voice is extremely important. Since

we began featuring, commenting and ‘liking’

their content on Instagram, we’ve seen a

marked improvement in the quality of user-

generated content. It’s been a win-win for

our brand and our customers.”

– Sean Ryan, Director of Social & Mobile Marketing

JCPenney

BRAND PROFILE:

JCPenney

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Page 19: The Year of Instagram (2014)

34 The Year Of The Instagram Strategy 35momentfeed.com

JCPenney customers have posted nearly 70,000 Instagram

photos and/or videos with the #jcp or #jcpenney hashtags.

In 2013, another 5,600 photos and/or videos have been

explicitly place tagged to a JCPenney store. The retailer

began to engage with customer photos in June through

liking and commenting on them. Since then, the number

of brand-tagged photos has risen by more than 50% from

1,000 per week to more than 1,500 per week, and the

brand’s Instagram following has grown by 476%.

For its back-to-school campaign, JCPenney promoted

the #firstdaylook hashtag through Facebook, Twitter, and

Instagram. This generated more than 2,500 #firstdaylook

Instagram photos alone. Most of these were images of kids

on their first day of school, a moment that parents cherish

and look back on for decades to come.

Overall, JCPenney observed that the increase in volume

of customer photos accompanied a noticeable increase in

quality. This was attributed to the retailer’s direct engage-

ment with customers and its nurturing of the channel,

such that customers are inclined to not only share more of

their JCPenney moments, but they’re taking more care in

capturing them.

JCPenney has been active on Instagram since February, 2013.

The retailer started with original, behind-the-scenes images

of a fashion photo shoot, and its photo feed has evolved

to include a mix of studio product shots, launch events,

JCPenney models, and seasonal styles.

Follow

jcpenneyJCPenney Bringing you the quality and comfort you want with the style and affordability you deserve! http://www.jcpenney.com

206posts

28,510followers

78following

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Page 20: The Year of Instagram (2014)

36 The Year Of The Instagram Strategy 37momentfeed.com

Over the past year, Instagram has become

the most important social channel for

Barney’s Beanery. Our customers tend to be

in their 20s and 30s, and this demo seems

more engaged on Instagram compared to

Facebook and Twitter, although we manage

all of them. The Barney’s Cash rewards pilot

showed how flexible Instagram can be as a

marketing channel.”

– AJ Sacher, Regional Manager

Barney’s Beanery

BRAND PROFILE:

Barney’s Beanery

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38 The Year Of The Instagram Strategy 39momentfeed.com

It is open for breakfast, lunch, and dinner. There is also a full

bar with countless microbrew beers on tap. The restaurants

are decorated with old license plates, hubcaps, street signs,

magazine clips, and even a full-sized Harley Davidson chopper.

In other words, copious amounts of Instagramable material.

By March of 2013, the restaurant chain had been managing

the Instagram channel, together with Facebook, Foursquare,

and Twitter, as part of its broader social strategy for nearly

a year. Given the quality of the content its customers were

producing on Instagram and its unique local dynamics,

Barney’s Beanery wanted to test a program that increased

both customer engagement and loyalty. The answer was the

Barney’s Cash (#barneyscash) rewards program.

Customers were directed to sign up for the program at

BarneysCash.com. It asked for their name, email address,

Instagram handle, and home street address. After signing

up, rewards could be earned as follows:

Step1

Customers posted Instagram photos at any Barney’s

Beanery restaurant using the #barneyscash hashtag and

earn rewards points.

Barney’s Beanery is an iconic restaurant chain in Los Angeles,

California, with locations in West hollywood, Burbank,

Pasadena, Westwood, and Santa Monica.

Step2

Customers earn bonus rewards points if Barney’s Beanery

“likes” the photo on Instagram and additional bonus points if

the photo is shared to the corresponding Barney’s Beanery

Facebook page. For Facebook sharing, the photo also has

to be location tagged, which is proof of presence. This step

mitigated potential gaming of the program.

Step3

Customers who earn enough rewards points receive a $10

Barney’s Beanery gift card in the mail.

Step4

Rinse and repeat.

As a pilot test, Barney’s sought to enroll 50 customers in

the program using Facebook and Twitter to direct people

to the Barney’s Cash website. This goal was exceeded by

many magnitudes.

Follow

barneysbeaneryBarney’s Beanery http://barneysbeanery.com

109posts

760followers

13following

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Page 22: The Year of Instagram (2014)

40 The Year Of The Instagram Strategy 41momentfeed.com

What wasn’t entirely expected was

that customers would share photos

of the gift cards themselves. This

generated additional engagement

and sharing. Plus, it offered proof that

the overarching objective had been

achieved: reinforcing and strengthening

the emotional connection customers

have with the Barney’s Beanery brand,

which has a direct impact on loyalty.

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Page 23: The Year of Instagram (2014)

42 The Year Of The Instagram Strategy 43momentfeed.com

Instagram has provided another opportunity

to acknowledge our customers’ passion for

Margaritaville, and we continue to explore ways

to get the most from this interactive channel.”

– kyle Collins, Director of Marketing

Margaritaville Hospitality Group

BRAND PROFILE:

Jimmy Buffett’sMargaritaville

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44 The Year Of The Instagram Strategy 45momentfeed.com

Recognizing the value of their local fans and followers,

Margaritaville wanted to get even more of its customers to

engage locally at its restaurants and to also understand what

stimulates this type of engagement.

Over the course of five months, Margaritaville listened to

and engaged with customers through Instagram who were

already taking photos at its restaurants by both liking photos

and replying to them directly in the comments. These photos

included those with the #margaritaville hashtag as well as

those that were location tagged to specific locations.

As a result, Margaritaville realized a dramatic increase in

customer engagement across its locations, which has led to

dramatic lifts in monthly impressions and reach, as well as

its overall social audience. In this case, the brand started by

listening and responding to customers on Instagram, which

had a significant impact.

Named after the 1977 hit song, Margaritaville has restaurant

locations across the US as well as franchisees in the Caribbean,

Australia, and Mexico. The company has additional locations

under its LandShark Landing brand.

Audience:

48% total lift over five months

Engagement:

74% average lift per month

Impressions:

249% average lift per month

Reach:

302% average lift per month

Follow

margaritavilleMargaritaville It’s a state of mind! http://www.Margaritaville.com

45posts

2,619followers

2following

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Page 25: The Year of Instagram (2014)

46 The Year Of The Instagram Strategy 47momentfeed.com

Digital marketing is now a visual medium. It is driven by

photos and videos. Whether being consumed through PCs,

tablets, or smartphones, visual content is driving the bulk

of consumer engagement, and consumers are playing a

vital role in producing and distributing it. At the center of

this trend is Instagram, a mobile-first platform built for the

creation and consumption of visual content.

Instagram has now achieved significant scale. Growth is

accelerating. And the underlying infrastructure that powers

Instagram — smartphones — is becoming more robust and

dynamic with every new product cycle. The possibilities for

innovation are limitless. But first marketers need to become

familiar with the medium itself. Early investments will earn

huge returns in the form of competitive advantage as the

platform matures and integrates new ways to reach and

influence a brand’s target audience.

As 2013 comes to a close, marketers should be thinking

about 2014 as the year of the Instagram strategy and how

this visual medium can drive not only customer engagement

but quantifiable business results.

CONCLUSION ABOUT MOMENTFEED

MomentFeed provides the most comprehensive and

innovative set of tools for managing the Instagram channel

at both the corporate and local level. Most importantly,

these tools are provided not as a point solution but as part

of the MomentFeed marketing platform, which integrates

Facebook, Twitter, Google, Foursquare, Yelp, Instagram, and

a brand’s internal systems. All with a goal of driving growth

and retention.

MomentFeed’s unique tools for managing the Instagram

channel include the following:

•Comprehensive monitoring of both hashtag and location

tag photos

•Synchronization of Facebook local pages with their

corresponding local Instagram IDs for the purpose of

cross-platform sharing

• Indexing of Instagram comments for the purpose of

listening, searching, sentiment analysis, and direct

customer response

• Identification of brand influencers and advocates

•Optimization and moderation of a brand’s Instagram

content feed

•Mobile re-gramming app to curate the best customer

photos for a brand’s Instagram feed, complete with

approval workflow process

•Mobile app for local managers or representatives to

manage Instagram and other social channels at the local

level with corporate oversight

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Page 26: The Year of Instagram (2014)

MomentFeedlaunchedinJulyof2010.Instagramfollowedthree

monthslater.Thisisnocoincidence.Therespectivefoundersdrew

inspirationfromthesameconvergenceoftechnologyandculture—the

mobilizationandlocalizationofsocialmediathroughrapidsmartphone

adoption.Aspredicted,thesemegatrendshaveleadtodramaticshifts

inconsumerattention.TheInstagrammobileappalonecommands

morethanfivehourspermonthfromits150millionactiveusers.

CombinedwithFacebook,thetwoappsaccountforoneinfiveofall

minutesspentonmobile.Sinceattentionisfinite,thiscomesatacost

totelevision,print,out-of-home,andothermediums.Marketershave

toadaptaccordingly.WhileInstagramisstealingconsumerattention,

MomentFeedprovidesascalablesolutionformarketerstoconnect

withtheseaudiencesandmanagethishighlyvisualchannelatboththe

corporateandlocallevels.

THE INSTAGRAM IMPERATIVE