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Social Soup - Social Boosters Research

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Page 1: Social Soup - Social Boosters Research

Welcome  to

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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)

Facebook

Instagram

YoutubeSnapchat

TwitterGoogle+Pinterest/LinkedIn

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WHY IS INSTAGRAM

So Huge?

8

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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

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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

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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?

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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

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Research Overview

Research across 125 social boosters in Social Soup community (1,000+ Instagram followers)

Surveyed across Nov – Dec 2015

22

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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

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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  %

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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

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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

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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

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“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

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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

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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

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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  %

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April, 26

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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”

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Building trust is key to Social Booster

success

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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

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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

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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

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Thank you.

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