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# W I N N I N G AT I N S TA G R A M ,
O R H O W T O L E A R N T O
S T O P W O R RY I N G
A N D L O V E T H E A L G O R I T...
W H AT C H A N G E D ?
W H Y N O T J U S T H AT E T H E A L G O R I T H M ?
• Algorithmically-driven platforms want the user to have
as relevant ...
B U T N O W M O R E T H A N E V E R , I F
Y O U WA N T A W I N N I N G A C C O U N T,
D O N ’ T U S E I N S TA G R A M J U...
S O W H AT I S T H E B E S T
WAY T O T H R I V E I N T H I S
E N V I R O N M E N T ?
F O C U S O N
U S E R E X P E R I E N...
U X : 

U S E R E X P E R I E N C E
W H AT D O E S “ U S E R E X P E R I E N C E ”
R E A L LY M E A N ?
• empathy, alignment in language, interactions, and
de...
S O W H AT D O E S T H E U S E R
P R O B A B LY WA N T F R O M T H E I R
I N S TA G R A M E X P E R I E N C E ?
T O E N J O Y A N A S P I R AT I O N A L V I S I O N
O R A V I C A R I O U S E X P E R I E N C E
( T I M E S S Q U A R E P R O F I L E )
( F I V E D A U G H T E R S B A K E RY P R O F I L E )
T O R E L AT E T O B R A N D
P E R S O N A L I T Y
( N I S O L O P R O F I L E )
W H AT O T H E R A S P E C T S O F U S E R
E X P E R I E N C E F O R I N S TA G R A M ?
D O N ’ T
• Expect users to follow your every post through push
notifications.
• Turn your whole feed into a campaign.
( K AT E S PA D E S AT U R D AY E X A M P L E )
B R A N D S A R E A B O U T
C O N V E Y I N G M E A N I N G .
– P E T E R D R U C K E R , S U P E R H E RO
Imagesource:blinkist.com
“The aim of marketing is 

to know and understand th...
M E A N I N G F U L M A R K E T I N G 

I S A B O U T L E A R N I N G . 



I T ’ S A B O U T 

M A K I N G E F F O RT S T...
H O W W O U L D Y O U D E S C R I B E T H E S E
S U C C E S S F U L FA S H I O N A N D A P PA R E L
B R A N D S ?
E X E R C I S E : B R A N D P E R S O N A L I T Y /
C H A R A C T E R I S T I C S L I S T
• Make a list of 3-5 adjectives ...
W H Y I N S TA G R A M A N D 

V I S U A L M A R K E T I N G ?
• Past images become a visual lexicon of relevant brand ide...
U S I N G I N S TA G R A M 

F O R I N S I G H T S
E M B E D T E X T I N I M A G E , E I T H E R A
C A L L T O A C T I O N , C A M PA I G N
H A S H TA G , O R B R A N D U S ...
U P D AT E P R O F I L E U R L W I T H
C A M PA I G N - S P E C I F I C L I N K
Medium-Easy:
U R L PA R A M E T E R S F O R L I N K T R A C K I N G
HTTP://WWW.WARBYPARKER.COM/
MEN/OPTICAL/LINWOOD-
REVOLVER-BLACK-M?
...
GOOGLE URL BUILDER
R U N A N A D T O T E S T A N I D E A , E V E N
I F I T ’ S J U S T A S M A L L C A M PA I G N ,
PA R T LY J U S T T O S E...
U S I N G I N S TA G R A M F O R M E A N I N G F U L
M A R K E T I N G
• Make your content both on-brand and share-worthy ...
C O N T E N T S T R AT E G Y
R O U N D U P T H E U S U A L Q U E S T I O N S
• WHY are you communicating?
• WHO is your intended audience?
• WHAT might...
O V E R V I E W O F A U D I E N C E
S E G M E N TAT I O N
T H E A U D I E N C E
M O T I VAT I O N S M AT R I X
E X E R C I S E : A U D I E N C E / C U S T O M E R
S E G M E N TAT I O N L I S T
• Make a list of 3-5 distinct kinds of c...
A U D I E N C E M O T I VAT I O N S M AT R I X
H T T P : / / K I N S T S . C O M / A U D S H E E T S
D O W N L O A D T H E S E
W O R K S H E E T S
W H E N E V E R P O S S I B L E , Y O U WA N T
I D E N T I F I A B L E C U S T O M E R
S E G M E N T S .
“ H O W W E L L ” = E F F E C T I V E N E S S
Leading
Indicators
Lagging
Indicators
Success
Event
Clicks through to websit...
B R E A K
A N A LY T I C S A N D
M E A S U R E M E N T
T H AT M O M E N T W H E N Y O U H AV E N ’ T B E E N
PAY I N G AT T E N T I O N T O S T U F F T H AT M AT T E R S .
photo...
A N A LY T I C S A R E P E O P L E .
A N A LY T I C S P R O C E S S
• Determine KPIs
• What factors will determine success?
• What’s actionable?
• Establish a ...
W H AT ’ S M E A S U R A B L E ?
• Traffic
• Sources (finding methods)
• Composition (visitor profile)
• Engagement
• Navi...
W H AT ’ S M E A N I N G F U L ?
• “Where in the site are visitors most often deciding to
leave?”
• “Where do visitors mos...
P L A N N I N G I S K E Y T O M E A N I N G F U L
A N A LY S I S
Anticipate
Implement
Modify
Data collection begins!
Incre...
W H AT I S M E A N I N G F U L H E R E ?
C O N V E R S I O N M E T R I C S
• Conversion Rate (Orders or Leads per Visit)
• Orders
• Revenue
• Leads Completed
W R A P - U P / C L O S I N G ( 1 0 M I N U T E S )
• Thank you
• Final questions
• Feedback form
B E PAT I E N T A N D P E R S I S T E N T.
T H A N K Y O U !
Facebook: 

/kateoneillpage
LinkedIn: 

/kateoneill
Twitter: 

@kateo
connect with me here:
Image credit...
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm
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#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm

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Presented by Kate O'Neill at a workshop for the Nashville Fashion Alliance on May 9th, 2016.

Publié dans : Marketing
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#Winning at Instagram, or How to Learn to Stop Worrying and Love the Algorithm

  1. 1. # W I N N I N G AT I N S TA G R A M , O R H O W T O L E A R N T O S T O P W O R RY I N G A N D L O V E T H E A L G O R I T H M D I G I TA L M A R K E T I N G 
 F O R FA S H I O N B R A N D S : 
 M E A S U R A B L E I M PA C T O N I N S TA G R A M A N D B E Y O N D / C O N T E N T A N D U S E R E X P E R I E N C E P R E S E N T E D B Y: 
 K A T E O ’ N E I L L 
 I N PA R T N E R S H I P W I T H 
 T H E N A S H V I L L E FA S H I O N A L L I A N C E M A Y 9 , 2 0 1 6
  2. 2. W H AT C H A N G E D ?
  3. 3. W H Y N O T J U S T H AT E T H E A L G O R I T H M ? • Algorithmically-driven platforms want the user to have as relevant and sticky an experience as possible, because advertising • In the end, isn’t that a good thing for users?
  4. 4. B U T N O W M O R E T H A N E V E R , I F Y O U WA N T A W I N N I N G A C C O U N T, D O N ’ T U S E I N S TA G R A M J U S T T O P O S T W H AT E V E R P I C T U R E S Y O U F E E L L I K E TA K I N G . 
 
 I T ’ S T I M E T O D E V E L O P A S T R AT E G Y .
  5. 5. S O W H AT I S T H E B E S T WAY T O T H R I V E I N T H I S E N V I R O N M E N T ? F O C U S O N U S E R E X P E R I E N C E .
  6. 6. U X : 
 U S E R E X P E R I E N C E
  7. 7. W H AT D O E S “ U S E R E X P E R I E N C E ” R E A L LY M E A N ? • empathy, alignment in language, interactions, and design with their motivations, needs, and context • in other words, make it about them, not you • remove roadblocks
  8. 8. S O W H AT D O E S T H E U S E R P R O B A B LY WA N T F R O M T H E I R I N S TA G R A M E X P E R I E N C E ?
  9. 9. T O E N J O Y A N A S P I R AT I O N A L V I S I O N O R A V I C A R I O U S E X P E R I E N C E
  10. 10. ( T I M E S S Q U A R E P R O F I L E )
  11. 11. ( F I V E D A U G H T E R S B A K E RY P R O F I L E )
  12. 12. T O R E L AT E T O B R A N D P E R S O N A L I T Y
  13. 13. ( N I S O L O P R O F I L E )
  14. 14. W H AT O T H E R A S P E C T S O F U S E R E X P E R I E N C E F O R I N S TA G R A M ?
  15. 15. D O N ’ T • Expect users to follow your every post through push notifications. • Turn your whole feed into a campaign.
  16. 16. ( K AT E S PA D E S AT U R D AY E X A M P L E )
  17. 17. B R A N D S A R E A B O U T C O N V E Y I N G M E A N I N G .
  18. 18. – P E T E R D R U C K E R , S U P E R H E RO Imagesource:blinkist.com “The aim of marketing is 
 to know and understand the customer so well 
 the product or service fits him 
 and sells itself.”
  19. 19. M E A N I N G F U L M A R K E T I N G 
 I S A B O U T L E A R N I N G . 
 
 I T ’ S A B O U T 
 M A K I N G E F F O RT S T O K N O W 
 T H E C U S T O M E R / A U D I E N C E / C O M M U N I T Y 
 A N D TA K I N G M E A N I N G F U L A C T I O N 
 B A S E D O N T H AT K N O W L E D G E .
  20. 20. H O W W O U L D Y O U D E S C R I B E T H E S E S U C C E S S F U L FA S H I O N A N D A P PA R E L B R A N D S ?
  21. 21. E X E R C I S E : B R A N D P E R S O N A L I T Y / C H A R A C T E R I S T I C S L I S T • Make a list of 3-5 adjectives that describe your brand as if you’re describing a person • Share your list with the person next to you
  22. 22. W H Y I N S TA G R A M A N D 
 V I S U A L M A R K E T I N G ? • Past images become a visual lexicon of relevant brand ideas and orientation for new customers • Blend online and offline experiences through shared photo capture of common places, items, and events • Hugely reshareable • Hugely repurposeable • Huge for fan images and content • Lends itself to visible goods
  23. 23. U S I N G I N S TA G R A M 
 F O R I N S I G H T S
  24. 24. E M B E D T E X T I N I M A G E , E I T H E R A C A L L T O A C T I O N , C A M PA I G N H A S H TA G , O R B R A N D U S E R N A M E Easy:
  25. 25. U P D AT E P R O F I L E U R L W I T H C A M PA I G N - S P E C I F I C L I N K Medium-Easy:
  26. 26. U R L PA R A M E T E R S F O R L I N K T R A C K I N G HTTP://WWW.WARBYPARKER.COM/ MEN/OPTICAL/LINWOOD- REVOLVER-BLACK-M? UTM_SOURCE=TELLAPART&UTM_ MEDIUM=RETARGETING&UTM_CAM PAIGN=PRODUCT_FEED_RETARGET TING
  27. 27. GOOGLE URL BUILDER
  28. 28. R U N A N A D T O T E S T A N I D E A , E V E N I F I T ’ S J U S T A S M A L L C A M PA I G N , PA R T LY J U S T T O S E E H O W I T W O R K S . More committed:
  29. 29. U S I N G I N S TA G R A M F O R M E A N I N G F U L M A R K E T I N G • Make your content both on-brand and share-worthy (or at a minimum like-worthy) • Captions can add a lot to the brand voice of an image • Experiment with relevant opportunities to use video: making-of, behind-the-scenes, close-up, etc. • Don’t spam hashtags; it can get your content throttled • Do like others’ content; they’ll tend to like yours • Do look over your image grid for consistency and weed out past images that don’t stack up
  30. 30. C O N T E N T S T R AT E G Y
  31. 31. R O U N D U P T H E U S U A L Q U E S T I O N S • WHY are you communicating? • WHO is your intended audience? • WHAT might you say? • WHERE might you reach them? • HOW do they want to interact with you? • HOW WELL are your efforts paying off?
  32. 32. O V E R V I E W O F A U D I E N C E S E G M E N TAT I O N
  33. 33. T H E A U D I E N C E M O T I VAT I O N S M AT R I X
  34. 34. E X E R C I S E : A U D I E N C E / C U S T O M E R S E G M E N TAT I O N L I S T • Make a list of 3-5 distinct kinds of customers that either interact with you now or ideally will in the future • For each kind of customer, identify what you think motivates them • Share your list with the person next to you
  35. 35. A U D I E N C E M O T I VAT I O N S M AT R I X
  36. 36. H T T P : / / K I N S T S . C O M / A U D S H E E T S D O W N L O A D T H E S E W O R K S H E E T S
  37. 37. W H E N E V E R P O S S I B L E , Y O U WA N T I D E N T I F I A B L E C U S T O M E R S E G M E N T S .
  38. 38. “ H O W W E L L ” = E F F E C T I V E N E S S Leading Indicators Lagging Indicators Success Event Clicks through to website from social profile Purchases / event registrations / sales inquiries Social as “where did you hear about us” on surveys
  39. 39. B R E A K
  40. 40. A N A LY T I C S A N D M E A S U R E M E N T
  41. 41. T H AT M O M E N T W H E N Y O U H AV E N ’ T B E E N PAY I N G AT T E N T I O N T O S T U F F T H AT M AT T E R S . photo by flickr user a4gpa
  42. 42. A N A LY T I C S A R E P E O P L E .
  43. 43. A N A LY T I C S P R O C E S S • Determine KPIs • What factors will determine success? • What’s actionable? • Establish a baseline • Where are the pain points? • What’s the range? • Prioritize • What’s most critical? • What’s easiest? • Validate • Form a hypothesis • Test • Analyze • Compare with baseline • Extrapolate to ROI source: Omniture SiteCatalyst Basic User Training Workbook
  44. 44. W H AT ’ S M E A S U R A B L E ? • Traffic • Sources (finding methods) • Composition (visitor profile) • Engagement • Navigation • Content • Conversion "Not everything that can be counted counts, and not everything that counts can be counted." 
 - Albert Einstein
  45. 45. W H AT ’ S M E A N I N G F U L ? • “Where in the site are visitors most often deciding to leave?” • “Where do visitors most often go after using the internal search?” • “Do visitors who come in on blog posts actually visit the rest of the site?” • “What search terms are used by the people who are most likely to purchase?” In other words: start with a good question.
  46. 46. P L A N N I N G I S K E Y T O M E A N I N G F U L A N A LY S I S Anticipate Implement Modify Data collection begins! Incremental data only
  47. 47. W H AT I S M E A N I N G F U L H E R E ?
  48. 48. C O N V E R S I O N M E T R I C S • Conversion Rate (Orders or Leads per Visit) • Orders • Revenue • Leads Completed
  49. 49. W R A P - U P / C L O S I N G ( 1 0 M I N U T E S ) • Thank you • Final questions • Feedback form
  50. 50. B E PAT I E N T A N D P E R S I S T E N T.
  51. 51. T H A N K Y O U ! Facebook: 
 /kateoneillpage LinkedIn: 
 /kateoneill Twitter: 
 @kateo connect with me here: Image credit: Robbie Quinn (http://robbiequinnphotography.com/)

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