Group 1 Megan Cabrera, Blake Coffin, Diana Colgrove, Jordan Elliston
Jan 12, 2015
Group 1Megan Cabrera, Blake Coffin, Diana Colgrove, Jordan Elliston
Agenda
• Background• Instablogger• Strategy• Examples• Conclusion• Going Forward
Background
Every second… gains one new user
60 photos are uploaded
Source: Digital Buzz Blog
As of June 2012:• Federal Trade Commission reviewing acquisition• Facebook received a “second request” from FTC• Request extends review period • Facebook anticipates deal to close by Dec 2012
Current News
iCloud Photo Stream• Service update• Adds: sharing, commenting (from certain
devices), and videos
Competitors
Competitors
HD Pro Cam• Additional options and tabs,
“awesome” tab• Featured section, managed by Tadaa• Trending, voted by users• Photo display shows comments next
to images• 22 filters versus ’s 16,
filters applied in real-time• Earn Tadaa dollars with each like and
comment• No hashtags (yet)
Competitors
• Allows video sharing• Gamification: earn badges and
points• Online platform• Unique hashtag categorization
feature• 14 filters• Excellent ratings: 4.6/5 stars on
Google Play, 4.5/5 stars on
• Desktop Viewing– Instagrille– Gramfeed– Extragram– Instadesk– Statigram
Instagram Trends
• Contests• Making
Tangible: The Business of – Printstagram– Stickygram– Postagram– Canvas Images
Instablogger
Marketing:• Registered blog with Google, Yahoo!, Bing, & StumbleUpon• Created “Instablogger” Facebook page• Posted presentations to SlideShare (126/71 views)• Tagged blog posts for ease of searching (154 tags)• Chose blog topics strategically
• Posted about what people were looking for (i.e. camera)
Finding Our Blog
1. Google Search/Images
2. Yahoo! Search
3. Bing/Bing Mobile
4. WordPress5. Facebook
6. mgt253.wordpress
7. StumbleUpon
8. SlideShare
What Were People Looking For?
Instablogger Visitors
Instablogger TrafficTotal Blog Views 813
Best Day 59 (May 2)
Number of Posts 33
Top Post Instagram Contests: A Winning Idea?
Number of Comments 26
Number of ‘Likes’ 24
Number of Followers 7
“It’s arduous to search out educated people on this matter, however you sound like you recognize what you’re speaking about! Thanks” - Ena Plohr
“Helpful information. Lucky me I discovered your site by accident, and I am surprised why this accident didn’t came about in advance! I bookmarked it.” – tv case
Measuring Consumers’ Response to
Strategy: Social Metrics
April 2011 – April 20121600% User Base Growth
Social Metrics Stats
December 2011Named iPhone App of the Year
2012, Every Month1.8 Million Posts on Twitter
About Instagram
As of May 1, 201250 Million Users
1 Billion Photos Uploaded
Groundswell Objectives
• Listening: companies can search using hashtags for visual feedback
• Talking: contest opportunities – votes submitted through ‘likes’
• Energizing: each customer can be an ambassador through unique and customizable photos of products/brands
• Supporting: meet-ups• Embracing: releasing their API, allowing
other companies to incorporate photos on their own applications
Business Strategy
‘s Differentiation Strategy•Not your typical camera application•Retro/vintage style
Awareness
• Through hashtags consumers become aware of new competitors in familiar industries
• Through friends’ pictures of products
Word of Mouth
• Discussing photos with friends• Showing friends other user photos• merchandise • Printable photo camera• Insta meet-ups
Engagement
• Companies encouraging users to upload photos through contests
• Release of the API to encourage modifications and new uses
• Easy upload to Japan’s Mixi and China’s Sina Weibo
• Visiting on your desktop to view larger photos
Marketing Strategy
Creating Awareness Utilization of Contests
Examples
Billabong Asia
• Billabong is a surf apparel leader in the USA and wanted to build international recognition
• Facebook contest: • Once they reach 200,000 fans
on Facebook’s Billabong Asia page, they will give away a $2,000 wardrobe
• Currently promoting this contest through and also featuring an feed on their Facebook page
Billabong Asia
Energizing:•Making it possible for customers to market to each other •Go to ‘like’ the Facebook page, building a community of customers that interact and talk about the brand
NH Hotels, Europe
• headquartered in Spain
• #wakeuppics campaign• Take pictures of things indicative of a fresh, positive attitude,
perfect to wake up to• Take pictures on and upload them to Twitter
NH Hotels, Europe
• Extremely successful: 600 photos within two weeks• NH Hotels embraced users by creating a temporary
display of 30 photos at the NH Palacio de Tepa in Madrid• Instagrammers continued to upload photos with
#wakeuppics so NH Hotels launched an international campaign and an exhibit will take place in Berlin
Website for viewing submissions
National Geographic
• First brand to partner with
• Untamed Americas project: what does “Untamed Americas” mean to you?
• Follow @natgeochannels, hashtag photo #untamedamericas
• Best photo will be uploaded to National Geographic website + an assortment of prizes
National Geographic
Insights:
Due to its UI and features, holds the record for the fastest app to reach 1 million downloads.
The competition among photo-sharing apps has intensified, with the question being “what will be the next ?”
is a valuable marketing tool that allows consumers to experience brands in a whole new way:
users are engaged while they create.
Conclusion
We plan to keep Instablogger on the WordPress site, using our blog as a personal marketing tool for our
future career searches.
Based on news and trends, it is possible that one or more of the Instabloggers may choose to write new posts.
In addition, our experience with Instablogger has motivated us to blog about other topics of interest.
Moving Forward
Any Questions?