Learn to use Instagram for Business with latest techniques.

1. Instagram for Business

2. Did You Know?
• More than 400 Million monthly active users
• 80 Million photos shared each day
• 2.5 Billion likes each day
• International audience with 75% users outside USA
• Rapidly Growing with 4x increase in last two years

3. Growth Projection by 2019

4. • Highest Engagement
• Better Advertising
• Truly differentiating USPs
Why Brands Should Be on Instagram?

5. Engagement
Instagram’s audience is highly active when compared to other platforms - Most
users regularly visit, upload content and interact with posts from other
accounts.
• 49% users check instagram daily, 73% at least once a week
• 58x more unpaid interactions per post vs. Facebook on average
• 120x more unpaid interactions per post vs. Twitter on average
• 4,820 likes per post for top brand accounts.

6. Engagement

7. • $2 Billion projected ad spend by 2017.
• $600 Million spent by brands on Instagram in 2015.
Instagram gives a powerful set of tools for interacting with audiences
Advertising

8. • Mobile: 100% of traffic already comes from mobile devices.
• Video: Highly visual feed is perfect for showcasing video posts.
• Messaging: Instagram direct set to challenge popular messaging APPs.
• Curation: Revamped explore feature makes finding new content easier.
• Stories(new): Temporary moments from your life which expire in 24 hours, all set to
challenge snapchat.
USPs

9. • Instagram Stories
• Explore Feature on Desktop
• Create New Account on Desktop
• Video Views
• 60-Second Videos and Videos Ads
• Switch Between Multiple Instagram Accounts
• New Logo
• Instagram Algorithm Announced
Recent Updates - Past Year

10. The Instagram User
Young
Mobile-first
users
High spending
power
80% - take
pictures from
phones to post
Avid travelers
50% - took
four vacations
in the past
year
Follow brands
on Instagram
Indians on Instagram
Users tend to have higher disposable incomes that peers on
other social networks
Top Activities on
platform
Express themselves
with pictures
Follow trends and
celebrities
Discover new
information on topics of
choice
Share travel and
food experiences

11. Goals
Build Your Brand With Instagram

12. Strategize
• Understand how to use Instagram by using it yourself.
• Market research: Check out the best businesses on Instagram, understand what
kind content they make, understand other key metrics such as how often do they post
or timing of their posts.
• Competitive Intelligence: Research on other brands in your industry and
understand their strategy, find out what works for them and what does not.
Build Your Brand With Instagram

13. Strategize
• Define your business goals
• Increase product sales
• Increase traffic to your website
• Increase brand awareness
• Increase branded hashtag mentions
• Based on your previous research and business goals, build your own strategy.
• This strategy should mirror your broader social media marketing plan, which acts as your
business’ guide for social media activities.
Build Your Brand With Instagram

14. Mission Statement
We will use Instagram for [ purpose of this social network ] in order
to help [ business goal ].
Build Your Brand With Instagram

15. Content Strategy
With your mission statement in hand, you can move onto your content strategy. This will
involve:
• Choosing how often to post
• Choosing what time of day to post
• Establishing a content calendar
• Choosing your content themes or pillars.
Build Your Brand With Instagram

16. Hygiene Checks
Build Your Brand With Instagram

17. Hygiene Checks
Build Your Brand With Instagram

18. Hygiene Checks
Build Your Brand With Instagram

19. Hygiene Checks
Get your audience to participate
Build Your Brand With Instagram

20. Hygiene Checks
Build Your Brand With Instagram

21. Hygiene Checks
Build Your Brand With Instagram

22. Hygiene Checks
Build Your Brand With Instagram

23. Hygiene Checks
Build Your Brand With Instagram

24. Hygiene Checks
Build Your Brand With Instagram

25. Hygiene Checks
Build Your Brand With Instagram

26. Hygiene Checks
• Get Discovered:
• Instagram’s explore features
• Tag People Involved
• Use Hashtags Often
• Use Geo Locations
Build Your Brand With Instagram

27. Hygiene Checks
Build Your Brand With Instagram

28. Hygiene Checks
• Don’t Dismiss Instagram Analytics
KPI’s
• Track post performance
• Monitor Instagram trends
• Track comments and hashtag usage
• Measure audience engagement
• Identify influencers
• Report across multiple profiles
Build Your Brand With Instagram

29. • Instagram Ads are created using Facebook Ad account and a Facebook
page is required.
• You can create ads for Instagram using Ad creation, Power Editor or
the Facebook Ads API.
• It is not necessary to have an Instagram account to run Ads on it.
• Characteristics:
• Scalable pricing
• Self-serve, instant
• Robust reporting, you’re in control
• Highly-refined audience targeting
Instagram Advertising Basics

30. CTAs for Instagram ADS
• Clicks to Website
• Website Conversions
• Mobile App Installs
• Mobile App Engagement
• Video Views
• Reach and Frequency
• Page Post Engagement
Advertising

31. Clicks to a Website
The Link Problem
• For organic posts, you can't place clickable links
in your posts, brands must direct Instagrammers
to the link in their bio.
• This calls for a need to use ads with the CTA of
clicks to your website to make it easy for the
user to lead onto your website.
• CTA Copy – Can be custom
Advertising

32. Website Conversions
• If you have an ecommerce
business and you want to use
Instagram to drive more sales, you
could use the Website
Conversions objective.
Advertising

33. Mobile App Installs
• Get people to install your mobile App.
Advertising

34. Mobile App Engagement
• Get more activity on your mobile
App by directing uers to open it.
• Eg. CTAs – ‘Book Now’, ‘Play
Game’or ‘Learn More’
Advertising

35. Video Views
• If you have a product that needs
some explaining, you could
create a video tutorial and use
the Video Views Objective to get
people to watch it.
Advertising

36. Reach and Frequency
• Achieve predictable reach and
greater control over message
frequency.
• Designed to optimize cost and
delivery.
• Used for remarketing
Advertising

37. Page Post Engagement
• If you haven’t launched your business yet but you want to
build your community, you could use the Page Post
Engagement objective to grow your Instagram following.
• Boost an existing post.
Advertising

38. • #Hashtags make you more discoverable and expose you to a large
audience.
• Posts with at least one #hashtag average 12.6 percent more
engagement than those without.
• Find the right hashtags:
• Check out what hashtags your competitors are using
• Use hashtags that influential people in your industry are using
• Consider related hashtags - [ hashtagify.me ]
• Use Instagram’s search function
#Hashtags

39. How many Instagram hashtags should you use?

40. • Don’t use too many or irrelevant
hashtags.
• Use specific or niche hashtags.
• Don’t forget about popular hashtags.
• Keep your brand hashtags short, simple,
and easy to spell.
• Hide your Instagram hashtags
• Include them in the comment section
below your post. Once other people leave
a few comments, the hashtags won’t be
viewable unless the option to See all is
selected.
#HygieneTips

41. • Encourage users to share great content and use that, in return tag them in
your posts.
• Instagrams visual nature makes it perfect for UGC.
• Highly effective when done right.
Benefits
• Low Cost
• High external creativity
• High engagement
• Better SEO
• Strong Community
User Generated Content

42. User Generated Content @beautifuldeastinations

43. UGC – The Heart of Social Media

44. • Built the foundation of word-of-mouth recommendations.
• Allows you to target an audience of like-minded people that follow
an influencer they trust.
• Who can these Influencers?
• Fashion bloggers to show off their style.
• Interior designers to display their portfolio.
• Travel photographers to catalogue their adventures, and even chefs to
publish their recipes.
• Personal trainers are using Instagram to share their workouts.
Influencer Marketing

45. Influencer Marketing

46. Influencer Marketing – In Practice
1. Choose Relevant
Influencers
Find the right influencers
• You can also quite often find
influencers on the accounts of
other brands. Look for posts
where they tag someone else as
the content creator.
• Use tools such as Whalar

47. Influencer Marketing – In Practice
2. Do Your Homework
Reseach the competitiors and use
‘Whalar Labs’, which allows you to
see metrics on your Instagram
account and then compare it with up
to three others.

48. Influencer Marketing – In Practice
3. Set a Clear Brief
• Your campaign will be more
successful if you allow the
influencer the creative freedom to
produce content that they know
their audience will love.
• Supply a ‘mood board’ with the
brief. (optional)

49. Influencer Marketing – In Practice
4. Agree On a Collaboration Structure
• Timeframe
• Output
• Content Usage
• Payment Terms

50. Influencer Marketing – In Practice
3. Set a Clear Brief
• Your campaign will be more
successful if you allow the
influencer the creative freedom to
produce content that they know
their audience will love.
• Supply a ‘mood board’ with the
brief. (optional)

51. • Two Domino’s Pizza employees posted a spoof video onto YouTube.
• Inexperienced in the ways of online reputation management, their management
chose to ignore it.
• By the time they had realised their error, the original video had been viewed over 1
million times and the damage to their brand was done.
• by using basic social monitoring services for online reputation management,
Domino’s could have greatly minimised the damage caused by the incident.
Online Reputation Management – The Situation

52. Decide what you want to track
What are the primary ‘keywords’ relating to your company that you want to track in online
conversations?
• Company name
• Company website address
• Names of products
• Names of senior employees and Directors
• Names of close competitors
• Common expressions – e.g. “[Company] is rubbish”, “company is great”
Online Reputation Management – How To

53. • Set up accounts with social media monitoring tools
• Set up your alerts and searches
Engage
• Act quickly
• Be nice
• Be pro-active
Online Reputation Management – How To

54. Used Instagram Ads when launching the GLA, which was their first
compact SUV.
Case Study - Mercedes-Benz
Post Copy for Ad
“What would you
pack in your
GLA?”

55. The Results
• The automobile company saw a 14pt lift in Mercedes-Benz Instagram ads
• 54% increase in website visits from Instagram
• 580% increase in website visits when Facebook and Instagram ads were
combined with Facebook direct response ads.
Case Study - Mercedes-Benz

56. Scheduling
• Buffer
• HootSuite
• Latergramme
Tools

57. Audience Tracking
• Locowise
• Crowdfire
• InstaFollow
Tools

58. Editing
• VSCO Cam
• Canva
• Overgram
• Squaready
Tools

59. Metrics & Performance
• Simply Measured
Tools

60. Metrics & Performance
• Iconosquare
Tools

61. Metrics & Performance
• Sprout Social
Tools

62. Social Media Calendar
• Trello
• CoSchedule
• Evernote
Tools

63. • App Overview
• Ads
• Hiding #Hashtags @domperignonofficial
• UGC @beautifuldestination
• Influencer @watchanish
Hands On Live Session

64. • https://business.instagram.com/
• http://www.shortstack.com/instagram-marketing-strategy-for-2016-infographic/
• https://blog.hootsuite.com/how-to-use-instagram-for-business/
• https://blog.thesocialms.com/8-outstanding-instagram-marketing-case-studies/
• http://sproutsocial.com/insights/instagram-best-practices/
• https://www.facebook.com/business/help/1649590841944352
• https://www.shopify.in/blog/113202181-the-beginners-guide-to-advertising-on-instagram
• https://www.shopify.in/blog/115935109-the-beginners-guide-to-influencer-marketing-on-instagram
References

65. TAKE A LEAP