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How-To Guide


Instagram for Business
Executive Summary


Instagram is a free photo sharing application for iPhones and Android devices that enables
users to take photos, apply a variety of effects to alter the photos and share them.


Instagram allows amateur photographers to create professional looking photos by
choosing one of many filters to change the look of the image. Photos are then shared
within the Instagram network or on popular social network sites such as Facebook, Twitter,
Tumblr and Foursquare. The effective use of Instagram in a business context can provide a
unique opportunity for consumers and prospects to view your brand in a different light,
and perhaps evoke some new emotions that would potentially be overlooked through text
alone.


This How-To Guide will outline how to effectively use Instagram for your business, the
benefits it can provide, followed by an action plan on how to get started with this fast
growing social networking tool.


How to Effectively Use Instagram for Business


Anyone can download and use the Instagram application but how can businesses
effectively use the application to strengthen their brand? Communicating through photos
allows you to connect with your audience in a different way (new level) than the usual text
methods. There are many ways Instagram is useful to an organization when properly
deployed. The following are ways to ensure maximum effectiveness of your Instagram
account.


1                 © 2012 Demand Metric Research Corporation. All Rights Reserved.
How-To Guide
     Engage your audience

       Show your product: Offer a look at your current products and a sneak peek
         at what’s to come. Not only will this offer exposure to your products, your
         audience will stay engaged if they are excited about your offerings.


       Show behind the scenes: Individuals interested in your brand already know
         what the product looks like. Engage your audience by showing something
         they have never seen. Look behind the scenes of your office, your employees
         at work; a more relaxed side of your business. It will allow you to connect on
         a deeper level with your consumers.


       Show what your products can do and how they are made: Take photos of
         the various uses of your product or how other customers are using your
         product. Be creative! You work hard to create and develop products that
         customers love so why not show that side of the story?


       Be interesting: Share compelling content and align your photos with what
         you want your fans and followers to notice. They will be more likely to be
         involved if they are interested in the information you are sharing.


     Frequency

       Keep content fresh and interactive: Adding new and unique photos will keep
         your followers engaged. Try something new to keep your followers wanting
         more.


       Post often: Posting frequently is key to keeping your followers engaged. If
         your account becomes static, you may get lost among the other accounts
         they follow. If you want to stay noticed, post frequently.


2             © 2012 Demand Metric Research Corporation. All Rights Reserved.
How-To Guide
     Host Contests

         Increase brand awareness: Hosting contests are a great way to get your
           followers involved and increase your brand awareness. The more people you
           have entering the contest, the more you can spread the word about your
           brand. Contests can be very simple.


           Example: Ask your followers to use a specific hashtag to have their photos
           reviewed for the contest. You can choose a winner from the photos linked to
           that hashtag. Many popular brands frequently host contests of this nature.


       Use Hashtags

         Connect with followers: Hashtags are keywords that relate to the photo
           you’ve uploaded. (For example: Redbull often links the hasthtag
           #givesyouwings to their photos). Hashtags can be very effective. It is a great
           way to connect your followers to your brand. You can also tag people in your
           photos to further connect with your followers.


         SEO (Search Engine Optimization): Within Instagram, users can search either
           by user or by hashtag. If something is of interest to them, they will search for
           photos relating to that interest. The more you use hashtags, the more likely
           you are to be found during a search. It is a great way to potentially gain new
           customers through searching for a particular hashtag.


     Integrate with other social media networks

         Link them all together: Instagram allows you to upload your photos
           simultaneously to other social networking sites such as Facebook, Twitter,
           Tumblr and Foursquare. It is important to integrate all your networks to
           ensure the most visibility. Although it seems like additional social network

3               © 2012 Demand Metric Research Corporation. All Rights Reserved.
How-To Guide
             headache, keep in mind you already have to include photos on your other
             networks therefore you might as well use Instagram as your main photo
             application.


       API

       From Mobile to Online: Instagram offers an API, so any programmer can pull
          photos and aggregate them in a number of ways. Users can sign up for
          (download) the API on the Instagram website. It allows you to integrate
          Instagram photos with your own website. You can organize photos by time,
          place, user or tag. Using the Instagram API can help you create compelling
          campaigns using the large volume of photos shared on Instagram every minute.


          Example: A popular example of using the Instagram API is singer Moby. To
          release his new album, he built a website that displayed photos on a world map.
          Users were asked to upload photos of their hometowns and tag them a specific
          hashtag which were displayed on his website.


Real World Examples


B2B - Salesforce


Salesforce is a great example of a B2B company using Instagram for their business. With
Instagram, Salesforce promoted an event called Dreamforce X that took place in
September. They posted “7 reasons why you can’t miss Dreamforce X” in pictures to attract
industry attendees. By mentioning their celebrity speakers, they were successful in stirring
up interest in the event. You can see here in the photo that by adding only 11 photos,
they already had more than 2000 followers. This is a great example of increasing brand
awareness and exposure. It also shows that Instagram can also be used successfully for
event marketing.

4                  © 2012 Demand Metric Research Corporation. All Rights Reserved.
How-To Guide




5   © 2012 Demand Metric Research Corporation. All Rights Reserved.
How-To Guide
B2C - Starbucks


Starbucks is one of the top brands on the Instagram network boasting over 800 000
followers. They increase brand awareness by creating an emotional connection with their
followers. They post in store experiences and allow customers to tag their coffee images
and then share them on Facebook. From the photo below, you can see that they do not
limit themselves to only pictures of their product but creatively show a different side of the
company and promote their product in a fun and engaging way.




6                 © 2012 Demand Metric Research Corporation. All Rights Reserved.
How-To Guide
Benefits for Business Use


Increase Exposure and Brand Awareness

     Instagram is a huge platform for communicating your brand with over 30 million
       members of the Instagram community. Instagram allows you to show a more
       intimate side of your brand that perhaps users have never seen before. Using photos
       in a fun, unique and casual manner is a new way to communicate the fundamentals
       of your brand that would not have been communicated through text. Contests are a
       great way to increase your brand awareness and connect with your current and
       potential customer base. Using hashtags is also important to grow your exposure
       throughout the entire Instagram community.


Lead Generation

     Using hashtags frequently is the key to generating leads. The more keywords you
       link to your photos, the higher your SEO becomes on Instagram. You may gain new
       customers or followers through hashtag searches that could be used as lead
       generation. Hosting community contests or promotions is also a great way to gain
       valuable leads. Carefully monitor your new followers, as they often are sales qualified
       leads.


Action Plan


    1. Set-Up Instagram


          Download the app for free on your mobile device.




7                 © 2012 Demand Metric Research Corporation. All Rights Reserved.
How-To Guide

    2. Take your first photo


          Take photos directly through the Instagram app (camera icon) or import them
           from your camera roll.


    3. Add a filter


          Choose from 18 different filters to give your image a new look. Ranging from
           black and white to old fashion sepia tones. Each filter has a different border and
           creates an original look for your photo.


    4. Add Hashtags or Tag a person


          Hashtags are very important to connect with your audience. Adding a relevant
           hashtag to your photo improves your SEO in that category. Potential leads may
           search a relevant hashtag and can lead to your photo. Always include a
           hashtag.


          Not only can Instagram members search hashtags, they facilitate business
           searches as well. Look for existing hashtags to find users or influencers that align
           with your brand.


          Tag individuals in your photos. You can tag friends, employees or other
           organizations. The more connected you are with others, the better.


    5. Connect to social media


          When you are ready to upload a photo, Instagram prompts you to share it on
           other social media sites such as Facebook and Twitter. The more exposure you
           have on your sites, the more traffic you will have. Your other social networking

8                     © 2012 Demand Metric Research Corporation. All Rights Reserved.
How-To Guide
           sites require photos for visual stimulation; you might as well use Instagram to
           link them all together.


          Let your Twitter and Facebook followers know that you are now on Instagram!


    6. Follow users


          Start following people in your industry to let them know you are out there.


    7. Search tags


          Search relevant #hashtags to see what people in your industry are posting. It is
           also a good way to find new people to follow and what popular topics are.


    8. Start Sharing!


          Start sharing your photos frequently on all social networking sites. See where it
           can take you!




Bottom Line


Instagram is a creative way for businesses to gain exposure and communicate a brand
to current and potential customers. As one of the fastest growing social media channels,
with over 30 million members, it represents a great opportunity for business to tap into a
new pool of customers. Although adding another social networking site may seem
overwhelming, Instagram is very simple, easy to use and connect to your existing social
media networks. Give it a try, see where photo sharing can take you; you may be surprised.
Use Demand Metric’s Instagram Implementation Checklist to get started!




9                  © 2012 Demand Metric Research Corporation. All Rights Reserved.

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Effective use of Instagram for Business

  • 1. How-To Guide Instagram for Business Executive Summary Instagram is a free photo sharing application for iPhones and Android devices that enables users to take photos, apply a variety of effects to alter the photos and share them. Instagram allows amateur photographers to create professional looking photos by choosing one of many filters to change the look of the image. Photos are then shared within the Instagram network or on popular social network sites such as Facebook, Twitter, Tumblr and Foursquare. The effective use of Instagram in a business context can provide a unique opportunity for consumers and prospects to view your brand in a different light, and perhaps evoke some new emotions that would potentially be overlooked through text alone. This How-To Guide will outline how to effectively use Instagram for your business, the benefits it can provide, followed by an action plan on how to get started with this fast growing social networking tool. How to Effectively Use Instagram for Business Anyone can download and use the Instagram application but how can businesses effectively use the application to strengthen their brand? Communicating through photos allows you to connect with your audience in a different way (new level) than the usual text methods. There are many ways Instagram is useful to an organization when properly deployed. The following are ways to ensure maximum effectiveness of your Instagram account. 1 © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 2. How-To Guide  Engage your audience  Show your product: Offer a look at your current products and a sneak peek at what’s to come. Not only will this offer exposure to your products, your audience will stay engaged if they are excited about your offerings.  Show behind the scenes: Individuals interested in your brand already know what the product looks like. Engage your audience by showing something they have never seen. Look behind the scenes of your office, your employees at work; a more relaxed side of your business. It will allow you to connect on a deeper level with your consumers.  Show what your products can do and how they are made: Take photos of the various uses of your product or how other customers are using your product. Be creative! You work hard to create and develop products that customers love so why not show that side of the story?  Be interesting: Share compelling content and align your photos with what you want your fans and followers to notice. They will be more likely to be involved if they are interested in the information you are sharing.  Frequency  Keep content fresh and interactive: Adding new and unique photos will keep your followers engaged. Try something new to keep your followers wanting more.  Post often: Posting frequently is key to keeping your followers engaged. If your account becomes static, you may get lost among the other accounts they follow. If you want to stay noticed, post frequently. 2 © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 3. How-To Guide  Host Contests  Increase brand awareness: Hosting contests are a great way to get your followers involved and increase your brand awareness. The more people you have entering the contest, the more you can spread the word about your brand. Contests can be very simple. Example: Ask your followers to use a specific hashtag to have their photos reviewed for the contest. You can choose a winner from the photos linked to that hashtag. Many popular brands frequently host contests of this nature.  Use Hashtags  Connect with followers: Hashtags are keywords that relate to the photo you’ve uploaded. (For example: Redbull often links the hasthtag #givesyouwings to their photos). Hashtags can be very effective. It is a great way to connect your followers to your brand. You can also tag people in your photos to further connect with your followers.  SEO (Search Engine Optimization): Within Instagram, users can search either by user or by hashtag. If something is of interest to them, they will search for photos relating to that interest. The more you use hashtags, the more likely you are to be found during a search. It is a great way to potentially gain new customers through searching for a particular hashtag.  Integrate with other social media networks  Link them all together: Instagram allows you to upload your photos simultaneously to other social networking sites such as Facebook, Twitter, Tumblr and Foursquare. It is important to integrate all your networks to ensure the most visibility. Although it seems like additional social network 3 © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 4. How-To Guide headache, keep in mind you already have to include photos on your other networks therefore you might as well use Instagram as your main photo application.  API  From Mobile to Online: Instagram offers an API, so any programmer can pull photos and aggregate them in a number of ways. Users can sign up for (download) the API on the Instagram website. It allows you to integrate Instagram photos with your own website. You can organize photos by time, place, user or tag. Using the Instagram API can help you create compelling campaigns using the large volume of photos shared on Instagram every minute. Example: A popular example of using the Instagram API is singer Moby. To release his new album, he built a website that displayed photos on a world map. Users were asked to upload photos of their hometowns and tag them a specific hashtag which were displayed on his website. Real World Examples B2B - Salesforce Salesforce is a great example of a B2B company using Instagram for their business. With Instagram, Salesforce promoted an event called Dreamforce X that took place in September. They posted “7 reasons why you can’t miss Dreamforce X” in pictures to attract industry attendees. By mentioning their celebrity speakers, they were successful in stirring up interest in the event. You can see here in the photo that by adding only 11 photos, they already had more than 2000 followers. This is a great example of increasing brand awareness and exposure. It also shows that Instagram can also be used successfully for event marketing. 4 © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 5. How-To Guide 5 © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 6. How-To Guide B2C - Starbucks Starbucks is one of the top brands on the Instagram network boasting over 800 000 followers. They increase brand awareness by creating an emotional connection with their followers. They post in store experiences and allow customers to tag their coffee images and then share them on Facebook. From the photo below, you can see that they do not limit themselves to only pictures of their product but creatively show a different side of the company and promote their product in a fun and engaging way. 6 © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 7. How-To Guide Benefits for Business Use Increase Exposure and Brand Awareness  Instagram is a huge platform for communicating your brand with over 30 million members of the Instagram community. Instagram allows you to show a more intimate side of your brand that perhaps users have never seen before. Using photos in a fun, unique and casual manner is a new way to communicate the fundamentals of your brand that would not have been communicated through text. Contests are a great way to increase your brand awareness and connect with your current and potential customer base. Using hashtags is also important to grow your exposure throughout the entire Instagram community. Lead Generation  Using hashtags frequently is the key to generating leads. The more keywords you link to your photos, the higher your SEO becomes on Instagram. You may gain new customers or followers through hashtag searches that could be used as lead generation. Hosting community contests or promotions is also a great way to gain valuable leads. Carefully monitor your new followers, as they often are sales qualified leads. Action Plan 1. Set-Up Instagram  Download the app for free on your mobile device. 7 © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 8. How-To Guide 2. Take your first photo  Take photos directly through the Instagram app (camera icon) or import them from your camera roll. 3. Add a filter  Choose from 18 different filters to give your image a new look. Ranging from black and white to old fashion sepia tones. Each filter has a different border and creates an original look for your photo. 4. Add Hashtags or Tag a person  Hashtags are very important to connect with your audience. Adding a relevant hashtag to your photo improves your SEO in that category. Potential leads may search a relevant hashtag and can lead to your photo. Always include a hashtag.  Not only can Instagram members search hashtags, they facilitate business searches as well. Look for existing hashtags to find users or influencers that align with your brand.  Tag individuals in your photos. You can tag friends, employees or other organizations. The more connected you are with others, the better. 5. Connect to social media  When you are ready to upload a photo, Instagram prompts you to share it on other social media sites such as Facebook and Twitter. The more exposure you have on your sites, the more traffic you will have. Your other social networking 8 © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 9. How-To Guide sites require photos for visual stimulation; you might as well use Instagram to link them all together.  Let your Twitter and Facebook followers know that you are now on Instagram! 6. Follow users  Start following people in your industry to let them know you are out there. 7. Search tags  Search relevant #hashtags to see what people in your industry are posting. It is also a good way to find new people to follow and what popular topics are. 8. Start Sharing!  Start sharing your photos frequently on all social networking sites. See where it can take you! Bottom Line Instagram is a creative way for businesses to gain exposure and communicate a brand to current and potential customers. As one of the fastest growing social media channels, with over 30 million members, it represents a great opportunity for business to tap into a new pool of customers. Although adding another social networking site may seem overwhelming, Instagram is very simple, easy to use and connect to your existing social media networks. Give it a try, see where photo sharing can take you; you may be surprised. Use Demand Metric’s Instagram Implementation Checklist to get started! 9 © 2012 Demand Metric Research Corporation. All Rights Reserved.