Presentation: Bright Shiny Alternatives: Instagram In the first of two presentations about social platforms being overlooked by some brands, we take a close up look at Instagram. Presenter Michoel Ogince thinks your brand should be on it! Engagement on Instagram is 15x that of Facebook and a recent report considers the photo app the best media acquisition of the last five years. This session will explore the powerful emotional connection that Instagram establishes between brand and consumer, as well as best practices and social ROI.

1. #Instagram
F R O M C O N T E N T T O C O M M E R C E ™
!
May 20th, 2014
Michoel Ogince, Director Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi

2. Why?

3. Instagram
200M MAU
20B photos total
60M photos/day
1.6B likes

4. Brand C E C E C E
Coca-Cola! 80,897,998 77,667 2,372,495 9,656 133,418 105,263
Red Bull! 43,172,402 602,093 1,880,931 165,212 1,255,589 3,088,065
Oreo 35,856,045 97,167 310,342 14,747 138,752 140,060
Zuum, ‘14
Community Vs. Engagement

6. Growth

7. Compared to FB:
!
!
Instagram content gets 3.6x more engagements
!
Engagements to community ratio is 100x higher
Instagram gaining fans at a rate 5x faster
Zuum, ‘14

8. Emotional Connection
!
!
We learn to see before read.
!
Less emphasis on text, recipient
conjures up a response, a feeling,
a reaction.

9. “Starbucks photos are so
beautiful, you can look
at them all day; it seems
like you are tasting
those photos!”

10. How?

11. 2500 brands on Instagram
Nitrogram, ‘14

12. Best Practices
!
Nights, weekends, outside US biz hours.
!
Union Metrics ‘14

13. !
!
frequency
authenticity
passion points
!

14. So what?

15. !
!
40+
actionable metrics

16. Analytics
!
Audience | Engagement | Velocity | Posting Habits | Contributors
!

17. Paid Media
!
6 months
!
15 brands
!
Ben & Jerry’s first ad added 50k
followers, 386k likes (2000%
increase over an average post).

18. #Thankyou
Michoel Ogince, Director Platform & Product Strategy
michoelo@bigfuel.com
@Twabbi
F R O M C O N T E N T T O C O M M E R C E ™