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Welcome to
WHAT IS SOCIAL SOUP?We are an influence platform with a highly engaged community we guarantee greater insights and impact
• Social Soup is an influenceplatform. We have direct,active relationships with anever growing 150,000engaged people ranging frompeer influencers to top tiersocial influencers
• Social Soup can uniquelytarget the right people withparticular behaviours andnetworks
• With this network we candevelop insights campaigns,trial or sharing occasions tobuild or launch new products.
• We have a technology platformbuilt for live insights, analysisand sharing
• Our influencers create sharedexperiences which lead tosignificantly higher impact andwith high engagement weachieve greater insights
• Our campaigns target peoplewho will create social content(real user generated content)from their experience andshare with their networks withhigh impact creating scale
• We manage the entire processfrom recruitment selection,fulfillment, communitymanagement/communication,collateral design, insights andreporting making the processeasy for you
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AGENDA
How to create successful Influence campaigns with Social Boosters
Understanding instagramand the media landscape
Who are Social Boosters?
What motivates Social Boosters?
How do Social Boosters want to work with brands?
A framework for successful Social Booster Campaigns
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Understanding Instagram
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INSTAGRAM LAUNCHED IN 20103 months to one million users Acquired after 551 days Had never made a cent Employed a dozen people$1 billion
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Instagram usage has doubled in the past four years
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26% of the Australian Population active on instagram50% 18-29 yr olds active (Sensis 2015)
60% Of users are Female251 Average no. followers(Instagram Data 2015)
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Instagram usage has doubled in the past four years
Daily Social Media Usage Over Time (%)
D1. How would you describe your current use of the following social media platforms? Base: Total sample, n>1000 for all waves
92 97
31
655651
21 1717953 30
102030405060708090
100
Wave 1 (Nov'12)
Wave 2 (Dec'13)
Wave 3 (Jan'15)
Wave 4 (Jan'16)
YoutubeSnapchat
TwitterGoogle+Pinterest/LinkedIn
WHY IS INSTAGRAM
So Huge?
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Academic research on Instagram finds four key motivations for use
CONNECT DOCUMENT
COOLNESS CREATE
Instagram: Motives for its use and relationship to narcissism and contextual age, Pavica Sheldon, Katherine Bryant
Computers in Human Behavior Dec 2015
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The rise of creative power corresponds to the growth in instagram
“The creative individual is no longer viewed as an iconoclast. He — or she — is the new mainstream.”
― Richard Florida, The Rise of the Creative Class--Revisited: 10th Anniversary
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62% Visit to be inspired
58% Instagram makes them laugh, dream, or think differently
Instagram research with Sparkler2,000 people ages 18–34 across France, Germany and the UK2015
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• Instagram is a place people go to be inspired and inspire
• People want to create and be creative
• It is widely seen as one of the least trolled places on the internet
Instagram is a positive place people love
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Why is instagramIMPORTANT FOR BRANDS
TRUSTis in decline
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TRUST IN MEDIA THE LOWEST OF
ALL INDUSTRIES
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WHOdo we trust?
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84
3732
26 25 2216
14 11 10 8
Friends & family
Consumer reviews
Social media
TV In-store display
Expert reviews
Mags Blogs &Forums
Brands own
website
Radio Email
Friends & family, consumer reviews and
social media are the most trusted channels
“Which sources do you trust when making a decision to buy/try new grocery and household products?” Base: All respondents: n=547 All figures % 18
We trust each other more than any brand message
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Incredible growth of instagramTapping into people powered media
channels is even more important now
Who is driving the user generated content and inspiring the masses?
What is a Social Booster?
1 Someone who has focused on developing a following through quality user generated content (UGC)
2 Up and coming influencer who retains high engagement and authenticity (1k-50k)
3 Doing it for passion and purpose before commercial
Research Overview
Research across 125 social boosters in Social Soup community (1,000+ Instagram followers)
Surveyed across Nov – Dec 2015
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Meet some Social Boosters
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@girleatsmelbourne
I draw inspiration from my local area and I’m passionate about great restaurants so what started as a hobby has become almost a full time instagramobsession but I love it
“
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@sydneyfoodlover
Some would say Nilu is living the dream experiencing food all over Sydney. Her instagramfollowing and content has grown effortlessly and organically and is truly passionate about the Sydney food scene
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@SClass_life
I love being a part of the fitness community and I eventually want to start sharing my gluten and dairy free cooking and recipes with everyone
“
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@healthyfamily5
Elise’s main focus is on healthy eating and her passion for creating healthy meals for her family. She wants to encourage and show other families how to eat and shop for healthy foods.
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@iamjillwright
Jill loves trying new things and meeting new people! Instagram is a great avenue for her fashion, modelling, business and everything in between
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@meowscott
I use my Instagram to showcase my pet photography. Instagram lets me develop great like-minded friendships about my passion
“
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Understanding the motivations of
Social Boosters
94
54
45
40
38
16
To express my interests/passion
To help my career
To keep in touch with family and friends
Honestly get to try free stuff
To eventually make it my job
Something else
What they aim for from their instagram account
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Expressing passions and interests the #1 motivation in having an Instagram account
Almost half see this as a way to help their career or business
“What are your aims for your Instagram account?”Base: All respondents: n=127
All figures %
They give to grow: shared passion
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Share discoveries
Inspireothers
Buildmy Brand
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Let's face it –it's a lot of humble bragging isn't it? Ling, 36
“Instagrammers love sharing discoveries
Share discoveries
Connecting with like-minded people through passions
Positive feedback they get from likes, comments and growth in followers boosts their social cred
3434
I honestly just love to share my beauty tips and ideas makeup looks and favourite products with my audience. We all share the same passion and connecting with them on this is what I love.” Rachel, 31
@insta.beauty.mummy
“
Inspiring others and being inspired
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Instagram is also a place for people to contribute and do their bit of goodTheir accounts inspire and encourage others e.g. to be fit, lose weight, think positively 82% want to work with brands
that are striving towards a good cause
Inspireothers
36
“I created my public page on Instagram to share my health and fitness journey. Ultimately, I'd love to inspire others to do the same. I love to inspire others to reach their potentialRachel, 34
@rachels_runners
“
3737
I've been on there for about 4 years and I love it. I've slowly built up over 2000 followers and I find it to be a much more positive and open space than other social media. I couldn't imagine not being on there”
Instagram is a positive inspiring place
Meegan, 31Kim, 29
“ “2011 was the first year I started playing with instagram! I fell in insta-love from the get go! IG was (and still is) such a friendly space. Supportive and encouraging and inspiring!”
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Instagrammers are building their brand through their accounts – the person they want to portray
Their Instagram account is a carefully curated brand
An Instagram account needs to convey a point of difference, consistency, values and a purpose
Buildmy Brand
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I love using it to create an idea about myself as everyone has a sort of brand.”
Emilia, 18
“
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They are creativeThey want to share
They share positive storiesThey influence through inspiration
They build personal brands
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Building a theme and identitySocial Boosters
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A theme is:
“An idea that recurs in or pervades a work of art or literature” OED
For boosters, passion and interests are curated in a content ‘theme’
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Family
Fitness
FashionDesign
Photography
FoodTravel
Pets
Lifestyle
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The more niche the more likeminded your audience
Creating a guiding theme
Localised
AestheticsNiche Passion
time
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@cathat
@doggietea
@breakfastinsydney
@catsofnewtown
@ilo
vem
elbo
urne
@amystone
@symmetrybreakfast
@ha
mbu
rgal
ar
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“I know I need to remain true to my instagram theme by not posting unrelated sponsored stuff that isn't relevant to my readers” Catherine, 41
“
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Journey of a Social Booster
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Lauren started her account 2.5 years ago, posting photos sporadically when she’s hanging out with friends
@laurenminicozzi
49@laurenminicozzi
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A year later, she realised she needed to provide a theme for her account to grow followers –people need to know what to expect
@laurenminicozzi
51@laurenminicozzi
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Focusing her Instagram theme
“I started becoming more prominent on Instagram when I decided to change my profile completely. I started uploading photos of fashion garments food and scenery shots and saw my followers rise. I see myself continuing this profile and hopefully gaining more followers as the year goes on.”
@laurenminicozzi
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Growth in engagementand following
@laurenminicozzi
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The F3 Equation of Instagram Success
Focus = Followers =Instafame
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Working with brands
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98%Must genuinely like it
Three big reasons:
91%Must believe in it and fits with values and passions
82%Brands with good causes build further social currency
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I love being a part of social media and aligning myself with brands and fashion that share my interests and passions.”Gabi, 20
“
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9891
8274
73
63
2
I'm a fan of
Whose values I align with
That work towards a good cause
That show they know me/my Instagram followers
That provide something for my followers
That pay me
Something else
Types of brands they want to work with
“What sort of brands would you like to work with?”Base: All respondents: n=120
All figures %
“
April, 26
60
Other reasons
74%Show they know my Instagram followers
73%Provide something for my followers
“Provide something to my loyal followers -I would like to provide some sort of reward to my followers”
6161
Building trust is key to Social Booster
success
How social boosters want to work with brands
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TRUST THEM - they will build trust for you
“Give the instagrammer control of what we can post so it's authentic. If people are sold to they don't like it. They want to trust us.” Dominica, 30
“Allow us to follow our own ideas in incorporating brands into a post. It needs to fit with our aesthetic.” Nikolina, 22
Boosters are not looking for one night content stands
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Partnership – opportunity to work longer term“I would like brands to create longer term relationships so our audiences feel consistency” Lauren, 32
“It’d be great if brands make it an ongoing partnership and engage with the person they are partnering with.” Mell, 24
Brands that do this well
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Birkenstock & @fionaandbobby“We have worked with Birkenstock footwear and have been great -providing footwear for our adventures around Bali - trusting in our vision to promote their brand on our explorations. We love their products and have promoted their brand and service through our account through photography. We've had a great working relationship with them so far.”
Fiona, 37
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In summary…
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The landscape of influence planning
Peer to peer
Social Boosters
Native UGC
Real world influenceBrand in hand experienceClose interpersonal
Boost SocialSocial ProofVisibility
Paid Social Using UGC
1,000x250 50x5,000 1,000,000+
Change attitudeAppear popular
Change behaviourChange attitudesSwitch
Building awarenessCredibility
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5 things to take away from todays presentation
1. Use Social Boosters to scale social impact
2. Boosters are only part of the influence picture
3. Find the right fit for your brand and message
4. Think long-term relationship not paid per post
5. Think beyond the influencer to who you are hoping to influence
Thank you.
+61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2
