#WINNING AT INSTAGRAM, OR HOW TO LEARN TO STOP WORRYING AND LOVE THE ALGORITHM DIGITAL MARKETING FOR FASHION BRANDS: MEASURABLE IMPACT ON INSTAGRAM AND BEYOND / CONTENT AND USER EXPERIENCE PRESENTED BY: KATE O’NEILL IN PARTNERSHIP WITH THE NASHVILLE FASHION ALLIANCE MAY 9, 2016
64
Embed
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
# W I N N I N G AT I N S TA G R A M , O R H O W T O L E A R N T O S T O P W O R R Y I N G A N D L O V E T H E A L G O R I T H M
D I G I TA L M A R K E T I N G F O R FA S H I O N B R A N D S : M E A S U R A B L E I M PA C T O N I N S TA G R A M A N D B E Y O N D / C O N T E N T A N D U S E R E X P E R I E N C E P R E S E N T E D B Y: K A T E O ’ N E I L L I N PA R T N E R S H I P W I T H T H E N A S H V I L L E FA S H I O N A L L I A N C E M A Y 9 , 2 0 1 6
W H AT C H A N G E D ?
W H Y N O T J U S T H AT E T H E A L G O R I T H M ?
• Algorithmically-driven platforms want the user to have as relevant and sticky an experience as possible, because advertising
• In the end, isn’t that a good thing for users?
B U T N O W M O R E T H A N E V E R , I F Y O U W A N T A W I N N I N G A C C O U N T, D O N ’ T U S E I N S TA G R A M J U S T T O P O S T W H AT E V E R P I C T U R E S Y O U F E E L L I K E TA K I N G . I T ’ S T I M E T O D E V E L O P A S T R AT E G Y .
S O W H AT I S T H E B E S T W AY T O T H R I V E I N T H I S E N V I R O N M E N T ?
F O C U S O N U S E R E X P E R I E N C E .
U X : U S E R E X P E R I E N C E
W H AT D O E S “ U S E R E X P E R I E N C E ” R E A L LY M E A N ?
• empathy, alignment in language, interactions, and design with their motivations, needs, and context
• in other words, make it about them, not you
• remove roadblocks
S O W H AT D O E S T H E U S E R P R O B A B LY W A N T F R O M T H E I R I N S TA G R A M E X P E R I E N C E ?
T O E N J O Y A N A S P I R AT I O N A L V I S I O N O R A V I C A R I O U S E X P E R I E N C E
( T I M E S S Q U A R E P R O F I L E )
( F I V E D A U G H T E R S B A K E R Y P R O F I L E )
T O R E L AT E T O B R A N D P E R S O N A L I T Y
( N I S O L O P R O F I L E )
W H AT O T H E R A S P E C T S O F U S E R E X P E R I E N C E F O R I N S TA G R A M ?
D O N ’ T
• Expect users to follow your every post through push notifications.
• Turn your whole feed into a campaign.
( K AT E S PA D E S AT U R D AY E X A M P L E )
B R A N D S A R E A B O U T C O N V E Y I N G M E A N I N G .
– P E T E R D R U C K E R , S U P E R H E R O
Imag
e so
urce
: blin
kist
.com
“The aim of marketing is to know and understand the customer so well
the product or service fits him and sells itself.”
M E A N I N G F U L M A R K E T I N G I S A B O U T L E A R N I N G . I T ’ S A B O U T M A K I N G E F F O RT S T O K N O W T H E C U S T O M E R / A U D I E N C E / C O M M U N I T Y A N D TA K I N G M E A N I N G F U L A C T I O N B A S E D O N T H AT K N O W L E D G E .
H O W W O U L D Y O U D E S C R I B E T H E S E S U C C E S S F U L FA S H I O N A N D A P PA R E L B R A N D S ?
E X E R C I S E : B R A N D P E R S O N A L I T Y / C H A R A C T E R I S T I C S L I S T
• Make a list of 3-5 adjectives that describe your brand as if you’re describing a person
• Share your list with the person next to you
W H Y I N S TA G R A M A N D V I S U A L M A R K E T I N G ?• Past images become a visual lexicon of relevant brand ideas
and orientation for new customers
• Blend online and offline experiences through shared photo capture of common places, items, and events
• Hugely reshareable
• Hugely repurposeable
• Huge for fan images and content
• Lends itself to visible goods
U S I N G I N S TA G R A M F O R I N S I G H T S
E M B E D T E X T I N I M A G E , E I T H E R A C A L L T O A C T I O N , C A M PA I G N H A S H TA G , O R B R A N D U S E R N A M E
Easy:
U P D AT E P R O F I L E U R L W I T H C A M PA I G N - S P E C I F I C L I N K
Medium-Easy:
U R L PA R A M E T E R S F O R L I N K T R A C K I N G