Cybersecurity Awareness Training Presentation v2024.03
Is instagram the next big thing in b2b?
1. Is the next big thing in B2B?
November 2012
Copyright 2012 Paul Sillers
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2. Is the next big thing in B2B?
What's all the buzz?
Instagram is a photo-sharing service, launched - initially as
an Apple app only service - in October 2010.
The service enables users to add filters to edit and enhance
the photos with a variety of effects, ranging from funky
colours to nostalgic grainy overlays.
File sharing over the Internet is the lifeblood of the product -
you follow and like the work of others and build a cyber
community with the people whose work you admire.
Copyright 2012 Paul Sillers
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3. Is the next big thing in B2B?
What's different about this social media channel?
Instagram went from start up to exit in 17 months and was bought by
Facebook for approximately 1 billion dollars.
It has acquired 100 million registered users in the space of two years. It
took eBay 17 years to reach that many people.
The highest followings are for celebrities in the entertainment, music
and sports industries and B2C.
But could Instagram be effective as a business to business platform
also? Here are some examples of B2B players gaining traction with
Instagram followings:
Copyright 2012 Paul Sillers
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4. Is the next big thing in B2B?
Basic functionality of the
How many
Instagram interface.
Instagram
photos have
been posted Block user or report spam.
on the
account.
How many people the account holder
is following.
How many people are following the
Account account holder.
holder image
and text
profile. A global map with geo-location data
Companies relating to the image.
tend to apply
their corporate
logos here.
Copyright 2012 Paul Sillers
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5. Is the next big thing in B2B?
5 most common B2B approaches to Instagram content
Conspicuous product Understated product Event coverage Human interest
Behind the scenes.
placement. placement. photo.
Placement of Coverage of Casual depiction
Explicit focus on product without Informal and
conferences, of company
company specific branding spontaneous
media and personnel in
products and reference. photos of people
networking unstaged
corporate identity. in informal mode.
events. situations.
Copyright 2012 Paul Sillers
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6. Is the next big thing in B2B?
The top 10
brands and their
Instagram
following.
followers
followers
photos.
photos.
Notes:
Top 10 brands as defined by
Interbrand.
Stats recorded 30 October
2012.
Some brands have Instagram
accounts but have posted few
or even no photos.
Copyright 2012 Paul Sillers
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7. Is the next big thing in B2B?
Notable B2B Instagramers: General Electric
GE's Instagram content has
a strong focus on
technology developments,
complemented with detailed
commentary in non-scientific
language.
Carefully considered,
detailed snapshots with
evocative photography have
elevated GE's Instagram
following to over 137,000.
Copyright 2012 Paul Sillers
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8. Is the next big thing in B2B?
Notable B2B Instagramers: Deloitte Digital
Deloitte Digital's Instagram
account is filled with light-
hearted snaps of
personnel in informal
settings.
The company's "Impact
Day" - Deloitte's
celebration of commitment
to community investment -
is recorded in their
Instagram account.
Copyright 2012 Paul Sillers
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9. Is the next big thing in B2B?
Notable B2B Instagramers: Marcosa S/A
Caterpillar Nordeste
Caterpillar stradles the
unlikely bed-fellows of heavy
construction equipment with
fashion brand.
Their Instagram account
focuses more on the former
category.
Copyright 2012 Paul Sillers
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10. Is the next big thing in B2B?
Notable B2B Instagramers: Hubspot
Proponents of Inbound
Marketing, software
specialists Hubspot's raison
d'etre is the creation of
social media content to
attract interest.
A recent Inbound
Conference in Boston,
hosted at the Hynes
Convention Centre is
documented extensively on
Instagram.
Copyright 2012 Paul Sillers
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11. Is the next big thing in B2B?
Notable B2B Instagramers: Adobe
Adobe, the dominant global
force in digital marketing and
digital media solutions, uses
Instagram to promote its
Creative Cloud - Adobe's
cloud-based digital creative
tools service - as well as
coverage of CS6, the latest
incarnation of their Creative
Suite.
Copyright 2012 Paul Sillers
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12. Is the next big thing in B2B?
Notable B2B Instagramers: Maersk Line
Danish business
conglomerate's global
container division Maersk
Line, part of the A.P. Moller
– Maersk Group has a
strong social media focus in
its corp comms to the extent
that Maersk's CEO has a
framed Instagram wall in his
office, packed with
Instagram images of the
company's products and
activities.
Copyright 2012 Paul Sillers
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13. Is the next big thing in B2B?
Summary
Recent early studies suggest that visual content is more
memorable and promotes brand engagement in a more
compelling way compared to text only micro-blogging:
One study by Comscore states that Instagram has 7.3 million
daily users in the U.S., compared to 6.9 million on Twitter.
As a B2B communications tool Instagram offers the brevity
and spontaneity of instant text messaging but with the added
advantage of visual - and therefore more memorable and
evocative - content.
Copyright 2012 Paul Sillers
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