Growing Instagram Results Through PartnershipsLiz Kennedy,
DirectorContent Strategy and Social Media
2TFW YOU WANT TO GROW YOUR INSTAGRAM
Since 2003, the original NYC food tech innovatorFirst to market
disruptorOmni-channel delivering better, fresher, faster from the
farm to customers
3WHO IS FRESHDIRECT
Digital-only business Original food tech innovator in NYC since
2003First market disruptor, but was missing out on an opportunity
(social)How does a little regional brand partner with major
national brands to grow their social audience to capitalize on
social media? (show partner slide: FOOD52, Refinery29, @NYC, Modern
Farmer, TODAY show, DailyBurn, Flywheel, WTRMLN Water, The Fat Jew,
key personal brand influencers, etc.)STAT on Instagram growth since
launching partnerships
3
4FreshDirect Fab 4 For Instagram SuccessMAKE A SOCIAL
SPLASH#Partner #Delight #Disrupt #Evolve
#Par tner5Challenge: HOW DO YOU GROW INSTAGRAM WITHOUT A HUGE
STAFF Or budget?
Fresh formula: social partnerships + great content6THE
FRESHDIRECT DIFFERENCE
300FOLLOWERSIN 201411.8KFOLLOWERSTODAY
6
718%offline19%Social media17%men20%women14%men25%women
Why Partner?168MILLION TAGGED #FOOD ON INSTAGRAM*SOURCE: *Source
Business.com 1/2016
Partners help you get there faster
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8What does a FreshDirect instagram partner look like?Replace
photo
Food: The New Status SymbolFrom Now to HowCooking CountsMore
Life, Less HassleWHOAn influencer, celebrity, or brand willing to
collaborate on a social campaign that is authentic to both
parties.
KPIsGrowthAwareness ImpressionsContent TestingPressTip: Be
radically transparent on how you define partnership and KPIs for
your brand.
8
9Money Cant Buy You LoveFeature on homepage, print, swag,
exclusive products, sneak peeks
Tip: Get creative. Think beyond $$$.Challenge: I HAVE NO
BUDGET!
Food 52 we sent them a CSA box cooking lunch for their
office9
#Delight10CHALLENGE: HOW DO YOU DECIDE WHICH PARTNERS TO WORK
WITH AND WHEN?
Working with the best of the bestGREAT PEOPLE = GREAT
PARTNERS11
FIND AND ADD INFLUENCER coffee and CAMPAIGN, watermelon water,
big girl, small kitchen, today show, runway chef
11
Choose partners you feelwill delight your followers
Look beyond your category for partnersTell them your storyDo you
both feel it? Get excited to work together
.12
# followers + frequency
WHO ARE YOUR GREAT PARTNERS?
12
13#Friendsgiving
Tip: The right people at the table make the dinner
party.1.1MIMPRESSIONS917KREACH11 partners: some with THOUSANDS,
some with Millions
11 partners some with 000s and some with MillionsWe added FD
followers by371 new followers due to working with numerous brands
for a single campaign
@NYC@breakfastcriminals@13
14#DisruptCHALLENGE: HOW TO TAKE RISKS (AKA HOW TO EXPLAIN THE
FAT JEW TO SENIOR MANAGEMENT)
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Tip: Keep content native to your brand.OPPOSITES SOMETIMES
ATTRACT
Results1K new customers+200% increase in ros sales
BIG RISK = BIG GAINSPressBLOOMBERGDaily NewsE! OnlineNew York
magazineUs WeeklyTIP: When taking social media risks, make sure
your KPIs are clear to your team.
White Girl Ros + Fat Jewish + Babe Walker
17
18#EvolveCHALLENGE: HOW DO YOU KEEP THINGS INTERESTING WITH
PARTNERS?
EVOLVING YOUR SOCIAL STRATEGY AS PART OF YOUR MARKETING IS
CRITICALLiveEventsMulti-PartnerMulti-TouchMulti-DayVideo
Sometimes, more is better!
19
20#FDLobsterParty
4MIMPRESSIONSINSTAMEET WITH 20+ PARTNERSTIP: Make social even
more social!
BEYOND PICTURES: Instagram Video Partnerships
Tip: Continuously test new social products.
Find partners to collaborate on Instagram videos to share costs
and increase views
Shamrock shake video
https://www.instagram.com/p/BC1XU2LOr-H/
21
What Success Looks Like#SuccessCHALLENGE: HOW DO WE DEFINE
SUCCESS MOVING FORWARD?
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23Tip: Create a story, not an ad for sponsors.#FD12DaysofCookies
Sponsored by HersheysUNIQUE CONTENT
24Tip: Establish a calendar of content.CADENCE
Create a calendar with a cadence that makes sense for your
business so you have a steady stream of partners and new eyeballs
on your content.
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25
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HOME PAGE EXTEND THE EXPERIENCETip: Tie social campaigns into
larger brand priorities. EMAIL BOX INSERTS BLOG
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26MAKE IT EVEN MORE SOCIALTip: Don't forget to put a face to the
handle.
27Success
THE RIGHT PARTNERS + CONTENT + CADENCE + REACH =Tip: Document
content and track stats so you have a story to tell and benchmarks
for your brand.
Make sponsored partnership activations feel authentic, not
forced, so partners arent scared to be a part of it
Tip: Use tools that easily help you keep track of stats and
screenshots of everything so you have a story to tell to
sponsors
27
28FreshDirect Fab 4 For Instagram Success#Partner #Delight
#Disrupt #Evolve MAKE A SOCIAL SPLASH
#ThanksLiz Kennedy, DirectorContent Strategy and Social
[email protected]
