Instagram secret recipe

The Secret Recipe of Instagram e-CommerceThe Secret Recipe of Instagram e-CommerceSri Safitri – CMO telkomtelstra

25 March 2015

Outline

• Unique characteristic of Instagram vs. Facebook vs.Twitter in driving e-Commerce sales

• Harnessing the power of #hashtags• Responding to users’ content and leading customers

to a purchase point• How to connect consumers to relevant product

purchase suggestions• Case Studies : Launching a campaign on Instagram

and Indonesian Instagram eCommerce success tips

Unique characteristic of Instagram vs. Facebook vs.Twitter in driving e-Commerce sales

Businesses should have a presence on all major social platforms to reach different markets

Primaryusers

- 71% of US internet users (93% in Indonesia)– Women a bit more than men– Across ages– Across education– Across incomes– Across regions

- 23% of US internet users (80% in Indonesia)– Men a bit more than women– 18-29– College graduates– Household income of $50k+– Urban and suburban neighbourhoods

- 26% of US internet users (32% in Indonesia)– Women more than men– 18-29– College graduates– Household income of $50k+– Urban and suburban neighbourhoods

Typicalusers

Men and women in their 20s, 30s, and 40s.

Men and women in their 20s.

Men and Women (more-so women) ages 18-29.

Source: www.business 2community.com, www.sosmedtoday.com, internal analysis 2015


Best For

What

How

Why

Sharing seasonal updates, news announcements, commenting back to

questions, promotions, events, and contests.

Sharing daily updates, holiday ideas, trends, news

announcements, promotions, events,

answering questions, and Twitter chats.

Sharing behind-the-scenes photos, showcasing new

products and looks, photo styling, celebrity endorsements,

showing office culture, and contests.

High quality photos is the focus with hashtags, short descriptions,

and @ mentions as support.

Simple text, hashtags, @ mentions, and links are the

focus (all within 140 characters – or less, with photos added as support)

Descriptive text is the focus with beautiful images

(optional) as support. Paste in a link to add a call to

action.

Has an exclusive feel. Builds brand awareness and consumer-

brand relationships. Good for rare behind-the-scenes shots.

Keep consumer-brand communication open. Good

for sharing products and updates around current

trends.

Awareness and building brand relationships. Good

for reaching a large audience


How often to post

When to post

Ads you can buy

1-2x a daySocialbakers recommends

5-10 posts per week.

3-5x a dayBufferApp recommends

three tweets a day.

1-2x a dayUnionMetrics said the average

brand posts 1.5x/day.

Anytime. According to Iconosquare, HelloSociety should post at 11 am, 2 pm, 5 pm, or 9 pm

for highest engagement.

All day, but Monday-Thursday between 1-3 pm

is best

Between 1-4 pm is best

Timeline and Right Column ads: either sponsored posts,

link, or account (very common). Facebook

influencers is unheard of.

Sponsored Tweets, Sponsored Hashtag

(Trend), Sponsored ‘Who To Follow’ (very common).

Influencers that tweet seem to usually be supporting another

sponsorship.

Sponsored Instagram posts (fairly rare). Influencers on Instagram is very common.

Source: www.business 2community.com, www.fastcompany .com,internal analysis 2015

Harnessing the power of #hashtags

#thepowerInstantly linking a social media post to a group of others about

the same topic...

the #hashtag is one of the most powerful tools around,

in the social media age

....and updating a group of likeminded users on that topic

in real time.

For small business owner, the #hashtag represents an important social media strategy.

The right tag can help drive brand recognition, boost the reach of an

advertising campaign and positively impact customer loyalty.

#


#thebasicUse the #hashtag symbol (#) before a

relevant keyword or phrase to categorize message and help them

easily show up in search.

#Hashtag can occur anywhere in the message – at the beginning, middle, or

end.#hashtag blabla blaBlabla #hashtag blaBlabla bla #hashtag

#Hashtag will not appear in search if your account is protected or private

Source: www.huffingtonpost.com, internal analysis 2015


#thebestpractices#Don’t #spam #with #hashtags• Don’t over tag a single message. Twitter offically

recommends no more than two #hashtags per tweet.• Too many hashtags devalues the strength of the

hashtag and makes each additional one more meaningless than the last.

Develop your brand under a single #hashtags• Choose just one #hashtag to speak for your brand and strengthen consumer

awareness.



#thebestpracticesChannel the Sharing• Encourage customers to share their

unboxing experiences when you send them your products

• Create a specific Hashtag about your brand, then spread it within your community.

• Add a card on your packages mentioning your Hashtag and a call to action for your customers’ to share their photos on Instagram.

• Link the Hashtag photos on Instagram to your webstore.

Source: www.totems.co, internal analysis 2015


#thebestpractices#Hashtag in the wild• Generate huge amount of buzz outside the

internet by placing a #hashtag in a well placed location (bilboard, stickers, posters, etc.) to drive #hashtag use.

Be #obvious• Use #hashtag that is both easy to remember and crystal-clear, complicated #hashtag

often do not work as intended.


#Hashtags importance for Instagram

• Unlike Facebook and Twitter, Instagram cuts out the clutter by refusing to hyperlink URLs in descriptions and comments (links do work in profile bios).

• Instagram, however, encourages hashtags, which puts even more weight on hashtags to connect Instagram followers to the brand’s larger marketing strategy.

• Hashtags have the power to aggregate photos submitted as part of a marketing campaign, generate more photo submissions, and get an Instagram user to go from submitting a photo to buying a product.


Responding to users’ content and leading customers to a purchase point

• Respond to users who submit a photo using your branded hashtag or by tagging your brand to keep the relationships between consumer and brand authentic, but also to plant the shopping seed.

– Setting up a triggered response that shows up as a comment on the photo.

• L’Oreal monitor Instagram for user content and send a triggered response to the content that leads to a purchase point or participation opportunity.

– Monitor profile tags and hashtags using a real-time platform like Keyhole and manually respond.

– Make sure the response is not spammy or generic.– Reward participation with a deal, discount, or something of value.– Use the response opportunity to give them a reason to follow-

through with a purchase.

Contacting via Whatsapp, Kik, Instagram Direct messageThe old-school method: Sellers add their Kik id or even phone number to their posts’ captions and Instagram bios. They then proceed on making the sale outside of Instagram, and possibly even offline via phone.

How to connect consumers to relevant product purchase suggestions



Comment to buy, with Chirpify and Soldsie

• Soldsie and Chirpify allow brands to sell products by letting customers comment on the products’ photos on Instagram.

• Customers need to register with the services first where they enter payment and billing information necessary to complete the purchase.

• Once signed in, buying through Chirpify and Soldsie is virtually frictionless.


Web apps enabling Hashtag-purchasesHashbag: Buy from sellers on the webSellers can create their store and link it to their Instagram account. Instagram posts are automatically added to the store’s collection, and the featured products are made available for sale.

Keep: Connecting brands’ products to their official shopAllows bloggers to post items on the site while linking them with online store’s page. The photos representing the items come from social networks, including Instagram.


Adding Instagram to your Ecommerce Site

• Be careful. Ensure your product is being displayed correctly.

• Develop a strategy for “bootstrapping” your feed. Show the feed only after reaching some minimum number of posts.


• Add the Instagram feed using JavaScript. Write JavaScript code to performs queries using this API and

displays the results.

• Use a third-party tool to add the feed. Instapress for WordPress and Iconosquare.

Case Studies : Launching a campaign on Instagram

Vogue’s Shoppable Instagram

•Incorporating affiliate linking through LikeToKnow.it. •LikeToKnow.it creates a seamless bridge between customers and brands. •Vogue was the first fashion publication to launch the program on their official Instagram account. •By signing up for the program, users are emailed the information of an outfit or product highlighted in an Instagram post. •Saves users the time of commenting their questions on the products, which may get lost in the shuffle, or searching various sites for the exact outfit saw in a post.

Make Your Own Mercedes

Case Studies : Launching a campaign on Instagram

•Created a virtual custom shop via Instagram.

• Users could create their own dream version of the luxury vehicle via different tags leading users to alternate accounts with different customizations and features.

•The campaign included hundreds of Instagram profiles and thousands of images to create the experience in which the final photo presents the user with the customized vehicle and the price tag to match.

Case Studies : Successful Indonesian Instagram eCommerce

• Founded by Cindy Clarissa and Josephine Ruth

• Sucessfull Instagram ecommerce tips:

– Do not sell the goods that have been frequently traded.

– Provide clear information on products sold.

– Compare prices with other online shops.

– Goods must fit in with current trend and mode.

– Occasionally create contest with prizes.

– Always be professional and friendly to the buyer.

– Try to respond to a potential buyer quickly.

– Give free products to famous artists in Instagram.

– Build good relationships with fellow online shop owners in Instagram.

https://instagram.com/holalolainshop/

• Founded by Said • Having 25K followers• Sucessfull Instagram

ecommerce tips:– Products must have a

clear competitive advantage.

– Use high quality photos.

– Detail caption about the products.

– Quick respond to buyer.

– Have a supporting website.

– Get endorsements from famous people (free give out).

https://instagram.com/kamengski/

Case Studies : Successful Indonesian Instagram eCommerce

Instagram for eCommerce- An Update and Advice

• Instagram accounts may experienced permanent and temporary closure due to policy violation.

• Instagram account used for eCommerce should prepare back-up.

• Instagram should provide account spesifically for eCommerce use.

• Instagram General Conditions:– We reserve the right to modify or terminate the Service or your access

to the Service for any reason, without notice, at any time, and without liability to you.

Thank You

Instagram Terms and Conditions – Relation with Importance to Back-Up

• Although it is Instagram's intention for the Service to be available as much as possible, there will be occasions when the Service may be interrupted, including, without limitation, for scheduled maintenance or upgrades, for emergency repairs, or due to failure of telecommunications links and/or equipment. Also, Instagram reserves the right to remove any Content from the Service for any reason, without prior notice. Content removed from the Service may continue to be stored by Instagram, including, without limitation, in order to comply with certain legal obligations, but may not be retrievable without a valid court order. Consequently, Instagram encourages you to maintain your own backup of your Content. In other words, Instagram is not a backup service and you agree that you will not rely on the Service for the purposes of Content backup or storage. Instagram will not be liable to you for any modification, suspension, or discontinuation of the Services, or the loss of any Content. You also acknowledge that the Internet may be subject to breaches of security and that the submission of Content or other information may not be secure.

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Instagram secret recipe