Fashion guide to instagram webinar

(Webinar)

Hi! Here’s Us!

Ritika Puri

Ritika is the CEO and co-founder of Storyhackers, a San Francisco based content marketing consultancy.

She did extensive research and interviews for the Fashion Marketer’s Guide To Instagram.

She's inspired by the intersection between technology, entrepreneurship, and sociology.

Connect with Ritika on Twitter at @ritika_puri

Nick Mueller

Nick is Head of Content Marketing at Piqora. Before joining Piqora he led content teams at Gawker Media & DARPA.

Nick has also been an apparel marketer, leading marketing & ecommerce at Oaklandish, a B Corp. that invests proceeds from apparel sales into non-profits in the East Bay.

Connect with Nick on Twitter at @nickmueller

Webinar Housekeeping

Please ask questions in the question box or tweet @Piqora on Twitter

A survey will be sent following the webinar, please let us know how we did!

Here’s Why Instagram Marketing Is Important

Instagram has transformed the way that fashion brands inspire their audiences.

It’s the one social network that connects aesthetics with creativity and social engagement — the heartand soul of the fashion community

Brands Winning Instagram:• Vogue (1.7M followers)• Victoria’s Secret (4.4M followers)• Michael Kors (2.1M followers)• Billabong (305K followers)• Aeropostale (1M followers)

1. Creating a vibrant Instagram community

What’s Being Covered Today:

2. Establishing and measuring Instagram-specific goals

3. Implementing a successful hashtag strategy

4. Launching a high-impact promotion

5. Identifying and replicate qualities of the most successful fashion brands

Building a Community: What Drives Success On Instagram?

• Instagram is a platform for building emotional bonds — an opportunity for brands to show their personalities, values, passions, and ethos.

• The first step to success on Instagram is visual storytelling.

• For inspiration, take a look a RipCurl, they get tens of thousands of likes per photo.

• Each post is designed with a story in mind.

Establishing Goals: New Follower Growth

Look for systematic growth over time, in addition todaily spikes — the result of specific campaigns or highlyengaging posts.

Establishing Goals: Likes

Likes provide insight into your brand’s engagement level. Are people responding to your Instagram posts positively?

Establishing Goals: Hashtags & Brand Mentions?

Monitor how Instagram users are tagging your brand in ongoing, natural conversations.

Analyze conversations within #hashtags related to your brand.

These may be official hashtags or conversation hubs that are tangentially related.

Establishing Goals: Comments & Conversations

Comment counts reflect your brand’s ability to inspire your audience. Unlike Twitter, Instagram comments are overwhelmingly positive.

Ideas To Test: Frequency

Ideas To Test: Media Types

Experiment with differentforms of multimedia (videoand images) to see what youraudiences love.

Rememberthat there is no one-size-fits-allapproach to success.

Ideas To Test: Different Filters

Lauren Conrad has developed her own custom Instagram filter.

Ideas To Test: Tag A Location

Inspire your audience’s imaginations by tagging your images and products all over the world. If a beautiful image was taken somewhere, let your audience’s know.

#travellingtoms #greece#travellingtoms, #southkorea,

#travel2014

Optimizing Hashtags

Hashtags are a critical part of a brand’s Instagram strategy, but here’s the problem — brands are struggling to use them in a high-impact way (73%, according to a recent Piqora study).

The Instagram Hashtag Report (piqora.com/resources)

Choosing Hashtags On Instagram

Encouraging Hashtag AdoptionEncouraging Hashtag Adoption

Promote hashtags across multiplemarketing channels — in a way that is connected with your corebrand.

Instagram Photo Contests

Promotions are powerful for inspiring brand awareness and engagement.

A structured, user optimized workflow can help generate a boost in fans and likes — whatever outcome is most important for your brand to achieve.

Clear Goals & Objectives

How To Choose The Right Contest:

1. Sweepstakes are great for generating a lot of photos, likes, and followers2. Judged contests yield fewer but higher quality UGC content, which could be integrated into your social or

online outlets3. Judged contests have a higher barrier to entry, but attract more brand advocates who you may want to

build relationships with.

http://instagram.piqora.com/electric

Simple Rules (And Creative That Explains Them)

MyHabit did a great job coming up with a creative theme for theircontest, making it fun, on-brand, and reasonably easy to enter.

They selected an appropriate hashtag, gave away a valuable anddesirable prize, and added inspiring photos to the contest creative.

Contest Landing Pages That Maximize Participation

Host your contest on a central hub that you can work with bloggers and influencers to promote — and drive paid media to.

Making Instagram Contests Easier (For You)

Look for an Instagram Contest Platform That Can:

1. Automatically filter eligible participants2. Sort by most followed (most influential)

participants3. Export to .CSV or .XLS

Takeaways!

1. If your audience is millennials, they’re on Instagram.

2. Instagram is a visual moment sharing network, so brands have to really act like humans when it comes to posting.

3. Be always experimenting with your content Strategy, track likes to see what resonates.

4. Hastags are the key to discovery & being found!

5. Photo contests accelerate community growth

Please reach out!

nick@piqora.comritika@storyhackers.com

Time for questions!