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Instagram secret recipe

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This presentation will share tips and how users will get most benefits for their brand or e-commerce using Instagram.

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Instagram secret recipe

  1. 1. The Secret Recipe of Instagram e-CommerceThe Secret Recipe of Instagram e-Commerce Sri Safitri – CMO telkomtelstra 25 March 2015
  2. 2. Outline • Unique characteristic of Instagram vs. Facebook vs.Twitter in driving e-Commerce sales • Harnessing the power of #hashtags • Responding to users’ content and leading customers to a purchase point • How to connect consumers to relevant product purchase suggestions • Case Studies : Launching a campaign on Instagram and Indonesian Instagram eCommerce success tips
  3. 3. Unique characteristic of Instagram vs. Facebook vs.Twitter in driving e-Commerce sales Businesses should have a presence on all major social platforms to reach different markets Primary users - 71% of US internet users (93% in Indonesia) – Women a bit more than men – Across ages – Across education – Across incomes – Across regions - 23% of US internet users (80% in Indonesia) – Men a bit more than women – 18-29 – College graduates – Household income of $50k+ – Urban and suburban neighbourhoods - 26% of US internet users (32% in Indonesia) – Women more than men – 18-29 – College graduates – Household income of $50k+ – Urban and suburban neighbourhoods Typical users Men and women in their 20s, 30s, and 40s. Men and women in their 20s. Men and Women (more- so women) ages 18-29. Source: www.business 2community.com, www.sosmedtoday.com, internal analysis 2015
  4. 4. Unique characteristic of Instagram vs. Facebook vs.Twitter in driving e-Commerce sales Best For What How Why Sharing seasonal updates, news announcements, commenting back to questions, promotions, events, and contests. Sharing daily updates, holiday ideas, trends, news announcements, promotions, events, answering questions, and Twitter chats. Sharing behind-the-scenes photos, showcasing new products and looks, photo styling, celebrity endorsements, showing office culture, and contests. High quality photos is the focus with hashtags, short descriptions, and @ mentions as support. Simple text, hashtags, @ mentions, and links are the focus (all within 140 characters – or less, with photos added as support) Descriptive text is the focus with beautiful images (optional) as support. Paste in a link to add a call to action. Has an exclusive feel. Builds brand awareness and consumer- brand relationships. Good for rare behind-the-scenes shots. Keep consumer-brand communication open. Good for sharing products and updates around current trends. Awareness and building brand relationships. Good for reaching a large audience
  5. 5. Unique characteristic of Instagram vs. Facebook vs.Twitter in driving e-Commerce sales How often to post When to post Ads you can buy 1-2x a day Socialbakers recommends 5-10 posts per week. 3-5x a day BufferApp recommends three tweets a day. 1-2x a day UnionMetrics said the average brand posts 1.5x/day. Anytime. According to Iconosquare, HelloSociety should post at 11 am, 2 pm, 5 pm, or 9 pm for highest engagement. All day, but Monday- Thursday between 1-3 pm is best Between 1-4 pm is best Timeline and Right Column ads: either sponsored posts, link, or account (very common). Facebook influencers is unheard of. Sponsored Tweets, Sponsored Hashtag (Trend), Sponsored ‘Who To Follow’ (very common). Influencers that tweet seem to usually be supporting another sponsorship. Sponsored Instagram posts (fairly rare). Influencers on Instagram is very common. Source: www.business 2community.com, www.fastcompany .com,internal analysis 2015
  6. 6. Harnessing the power of #hashtags #thepower Instantly linking a social media post to a group of others about the same topic... the #hashtag is one of the most powerful tools around, in the social media age ....and updating a group of likeminded users on that topic in real time. For small business owner, the #hashtag represents an important social media strategy. The right tag can help drive brand recognition, boost the reach of an advertising campaign and positively impact customer loyalty. #
  7. 7. Harnessing the power of #hashtags #thebasic Use the #hashtag symbol (#) before a relevant keyword or phrase to categorize message and help them easily show up in search. #Hashtag can occur anywhere in the message – at the beginning, middle, or end. #hashtag blabla bla Blabla #hashtag bla Blabla bla #hashtag #Hashtag will not appear in search if your account is protected or private Source: www.huffingtonpost.com, internal analysis 2015
  8. 8. Harnessing the power of #hashtags #thebestpractices #Don’t #spam #with #hashtags • Don’t over tag a single message. Twitter offically recommends no more than two #hashtags per tweet. • Too many hashtags devalues the strength of the hashtag and makes each additional one more meaningless than the last. Develop your brand under a single #hashtags • Choose just one #hashtag to speak for your brand and strengthen consumer awareness. Source: www.huffingtonpost.com, internal analysis 2015
  9. 9. Harnessing the power of #hashtags #thebestpractices Channel the Sharing • Encourage customers to share their unboxing experiences when you send them your products • Create a specific Hashtag about your brand, then spread it within your community. • Add a card on your packages mentioning your Hashtag and a call to action for your customers’ to share their photos on Instagram. • Link the Hashtag photos on Instagram to your webstore. Source: www.totems.co, internal analysis 2015
  10. 10. Harnessing the power of #hashtags #thebestpractices #Hashtag in the wild • Generate huge amount of buzz outside the internet by placing a #hashtag in a well placed location (bilboard, stickers, posters, etc.) to drive #hashtag use. Be #obvious • Use #hashtag that is both easy to remember and crystal-clear, complicated #hashtag often do not work as intended. Source: www.huffingtonpost.com, internal analysis 2015
  11. 11. #Hashtags importance for Instagram • Unlike Facebook and Twitter, Instagram cuts out the clutter by refusing to hyperlink URLs in descriptions and comments (links do work in profile bios). • Instagram, however, encourages hashtags, which puts even more weight on hashtags to connect Instagram followers to the brand’s larger marketing strategy. • Hashtags have the power to aggregate photos submitted as part of a marketing campaign, generate more photo submissions, and get an Instagram user to go from submitting a photo to buying a product. Harnessing the power of #hashtags
  12. 12. Responding to users’ content and leading customers to a purchase point • Respond to users who submit a photo using your branded hashtag or by tagging your brand to keep the relationships between consumer and brand authentic, but also to plant the shopping seed. – Setting up a triggered response that shows up as a comment on the photo. • L’Oreal monitor Instagram for user content and send a triggered response to the content that leads to a purchase point or participation opportunity. – Monitor profile tags and hashtags using a real-time platform like Keyhole and manually respond. – Make sure the response is not spammy or generic. – Reward participation with a deal, discount, or something of value. – Use the response opportunity to give them a reason to follow- through with a purchase.
  13. 13. Contacting via Whatsapp, Kik, Instagram Direct message The old-school method: Sellers add their Kik id or even phone number to their posts’ captions and Instagram bios. They then proceed on making the sale outside of Instagram, and possibly even offline via phone. How to connect consumers to relevant product purchase suggestions Source: www.totems.co, internal analysis 2015
  14. 14. How to connect consumers to relevant product purchase suggestions Comment to buy, with Chirpify and Soldsie • Soldsie and Chirpify allow brands to sell products by letting customers comment on the products’ photos on Instagram. • Customers need to register with the services first where they enter payment and billing information necessary to complete the purchase. • Once signed in, buying through Chirpify and Soldsie is virtually frictionless. Source: www.totems.co, internal analysis 2015
  15. 15. Web apps enabling Hashtag-purchases Hashbag: Buy from sellers on the web Sellers can create their store and link it to their Instagram account. Instagram posts are automatically added to the store’s collection, and the featured products are made available for sale. Keep: Connecting brands’ products to their official shop Allows bloggers to post items on the site while linking them with online store’s page. The photos representing the items come from social networks, including Instagram. How to connect consumers to relevant product purchase suggestions
  16. 16. Adding Instagram to your Ecommerce Site • Be careful. Ensure your product is being displayed correctly. • Develop a strategy for “bootstrapping” your feed. Show the feed only after reaching some minimum number of posts. How to connect consumers to relevant product purchase suggestions • Add the Instagram feed using JavaScript. Write JavaScript code to performs queries using this API and displays the results. • Use a third-party tool to add the feed. Instapress for WordPress and Iconosquare.
  17. 17. Case Studies : Launching a campaign on Instagram Vogue’s Shoppable Instagram •Incorporating affiliate linking through LikeToKnow.it. •LikeToKnow.it creates a seamless bridge between customers and brands. •Vogue was the first fashion publication to launch the program on their official Instagram account. •By signing up for the program, users are emailed the information of an outfit or product highlighted in an Instagram post. •Saves users the time of commenting their questions on the products, which may get lost in the shuffle, or searching various sites for the exact outfit saw in a post.
  18. 18. Make Your Own Mercedes Case Studies : Launching a campaign on Instagram •Created a virtual custom shop via Instagram. • Users could create their own dream version of the luxury vehicle via different tags leading users to alternate accounts with different customizations and features. •The campaign included hundreds of Instagram profiles and thousands of images to create the experience in which the final photo presents the user with the customized vehicle and the price tag to match.
  19. 19. Case Studies : Successful Indonesian Instagram eCommerce • Founded by Cindy Clarissa and Josephine Ruth • Sucessfull Instagram ecommerce tips: – Do not sell the goods that have been frequently traded. – Provide clear information on products sold. – Compare prices with other online shops. – Goods must fit in with current trend and mode. – Occasionally create contest with prizes. – Always be professional and friendly to the buyer. – Try to respond to a potential buyer quickly. – Give free products to famous artists in Instagram. – Build good relationships with fellow online shop owners in Instagram. https://instagram.com/holalolainshop/
  20. 20. • Founded by Said • Having 25K followers • Sucessfull Instagram ecommerce tips: – Products must have a clear competitive advantage. – Use high quality photos. – Detail caption about the products. – Quick respond to buyer. – Have a supporting website. – Get endorsements from famous people (free give out). https://instagram.com/kamengski/ Case Studies : Successful Indonesian Instagram eCommerce
  21. 21. Instagram for eCommerce- An Update and Advice • Instagram accounts may experienced permanent and temporary closure due to policy violation. • Instagram account used for eCommerce should prepare back-up. • Instagram should provide account spesifically for eCommerce use. • Instagram General Conditions: – We reserve the right to modify or terminate the Service or your access to the Service for any reason, without notice, at any time, and without liability to you.
  22. 22. Thank You
  23. 23. Instagram Terms and Conditions – Relation with Importance to Back-Up • Although it is Instagram's intention for the Service to be available as much as possible, there will be occasions when the Service may be interrupted, including, without limitation, for scheduled maintenance or upgrades, for emergency repairs, or due to failure of telecommunications links and/or equipment. Also, Instagram reserves the right to remove any Content from the Service for any reason, without prior notice. Content removed from the Service may continue to be stored by Instagram, including, without limitation, in order to comply with certain legal obligations, but may not be retrievable without a valid court order. Consequently, Instagram encourages you to maintain your own backup of your Content. In other words, Instagram is not a backup service and you agree that you will not rely on the Service for the purposes of Content backup or storage. Instagram will not be liable to you for any modification, suspension, or discontinuation of the Services, or the loss of any Content. You also acknowledge that the Internet may be subject to breaches of security and that the submission of Content or other information may not be secure.