A digital life of a super IG’er

Team #12Brand: Instagram

• BA-BHAAI1033U - Copenhagen Business School• MARKETING FOR STARTUPS• Professor: Sharon M. McIntyre, M.Ed., DSocSci (c)• Mandatory Mid-term Assignment• DUE: July 16, 2015

Team introduction

Maria Jensen Guy – Denmark

Malene Christiansen – Denmark

Jenny Wiinberg – Sweden

Daniel Damian – Romania

Ruyi Qian – China

1 What is a Superconsumer?

Super consumers share a passion for a product and are highly engaged with it. They find innovative ways of using, improving and promoting it and also form communities

around it.

2 Key Facts about Instagram’s User Community

• Over 300 million monthly active users

• 90% of the users are between 18-35 years old

• 68% of users are women• Users look for communities of other

users with shared interest and passions

• Use Instagram as an outlet for creativity

3Analysis of the Instagram Superconsumer

PRIORITIZED VALUES

1. Social recognition/sense of belonging

2. Social power/influential

3. Creativity

3Analysis of the Instagram Superconsumer

PSYCHOGRAPHICS

• Instagram = Their life!• Knows all about Instagram• Escape from reality• Social → Extrovert/outgoing• Image concerned• Instagram is their main hobby• Passionate about their

Instagram page • Perfectionists• Emotionally engage• Go to networking events

3Analysis of the Instagram Superconsumer

BEHAVIOURISTICS

Benefits sought:• User friendly interface• Editing function• Easy to connect with

other users• Access to community

platform

Usage:• Heavy users• Take many pictures• Post frequently• Use instagram related

app• Engage with other users• Always checking their

phones• Brand loyal• Uses other media -

Facebook, Twitter, etc.

3Analysis of the Instagram Superconsumer

DEMOGRAPHICS GEOGRAPHICS

• 18-34 years old• Both genders →

68% of users are women

• Smart-phone users

• Nearly Global → except those area without access to internet or Instagram

• Urban areas

DDDD#ShareYourBestMemories

Behaviouristics (benefits)

GEOGRAPHICS• Urban areas

DEMOGRAPHICS• 18-34 years old• Both genders

Behaviouristics (usage)

Values1. Social

recognition/Sense of belonging

2. Social power

/Influential

3. Creativity

Psychographics

• Instagram = Their life!• Escape from reality• Social, extrovert,

outgoing• Image concerned• Perfectionists• Emotionally engage

• User friendly interface• Editing functions• Sense of belonging• Self-verification• Wants to artistic

• Heavy user• Uses related apps• Engage with other

users• Brand loyal

6

Carlotti, Steve., Moore, Dennis., Yoon, Eddie. (2014, March). Make Your Best Customers Even Better. Harvard Business Review. Retrieved from https://hbr.org/2014/03/make-your-best-customers-even-better/ar/1

Cohen, Jeffrey L. (December 15, 2014). The 10 Best B2B Instagram Profiles [Blog]. Retrieved from http://socialmediab2b.com/2014/12/b2b-instagram-profiles-10-best/

Cooper, Smith. (2013, November 7). A Portrait Of Instagram's Users: Who's On The Service And Who's Not. Business Insider. Retrieved from http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-10

References

6

Duggan, M., Ellison, N.B., Lampe, C., Lenhart, A,. and Madden, M. (2015, January). Social Media Update 2014. Pew Research Center. Retrieved from http://www.pewinternet.org/2015/01/09/social-media-update-2014/ Ramachandran Vignesh. (2013, March 11). 10 Instagram Companion Apps for Power Users. Mashable. Retrieved from http://mashable.com/2013/03/11/instagram-companion-apps/

Use social media to reach superconsumers. Retrieved from http://www.newmediaandmarketing.com/use-social-media-reach-superconsumers/ Yoon, Eddie. (2014, May 27). Finding Your Superconsumers When It Isn’t Obvious Who They Are. Harvard Business Review. Retrieved from https://hbr.org/2014/05/finding-your-superconsumers-when-it-isnt-obvious-who-they-are/

References

Thank you!