Picturing success with instagram

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Picturing Success With InstagramPicturing Success With InstagramMarch 9, 2015Kelly Donovan ClarkManager for Online Marketing, Naylor Association SolutionsMichele LateInstagram Administrator, American Public Health AssociationWelcome to Picturing Success With Instagram!Im Kelly Clark and Im the manager for online marketing with Naylor Association Solutions. Im Michele Late, and [Michele, insert your preferred intro/title here].Were going to review what Instagram is and how individuals and organizations are using it to engage with members and the public, and to enhance their brand. Next, well explore 10 ways associations can use Instagram to complement their marketing and communications plans. Along the way, well give you all time to reflect, and write down some ideas about applying this information to your association. Finally, well leave room at the end for your questions and your great ideas related to Instagramming your association. 1What is Instagram?Lets users take a mobile-device photo or video, apply a visual filter to it, and share it with followers and the Instagram network.Created in 2010Acquired by Facebook in 2012KellyHow many of you are on Instagram? (show hands)Instagram lets users take a mobile-device photo or video, apply a visual filter to it, and share it with followers and the Instagram network, much like you can share Tweets on Twitter. It was created in 2010. Acquired by Facebook in 2012 for $715 million. This has helped with growth.2Kelly[Visual of Instagram]This is what a profile looks like on a desktop computer. Most people use Instagram from their smart phone or tablet. 3What is Instagram?Features:CaptionsHashtagsSearchTaggingCommentingLikesNetworkingKelly:Heres what an Instagram profile looks like on a mobile device.You can type a caption to describe your photo. Theres no character limit as there is with Twitter, but most users keep the text short. Instagram is meant to be a visual platform.Like Twitter, Instagrammers use hashtags to categorize and describe their photos. Tap on a hashtag and youll go to a grid filled with other photos tagged with that description. You can also use hashtags to search for similar content.Tag other Instagrammers in your images and in comments to tell others who was with you, or to call their attention to an image. When you tag someone in an image, Instagram notifies that person the next time they log in that they are featured in someone elses photo.You can comment on a photo or simply like it, the way you can on Facebook or Twitter. Likes and comments are recorded below a photo.You can follow people on Instagram, meaning their photos will show up in your photo feed. Others can follow you if you let them.You can make your gallery public, meaning anyone on Instagram can browse and interact with your photos, and can follow you without having to ask for your permission. Or, you can keep your profile private, meaning your photos cannot be seen by anyone who does not follow you. Plus, you control who follows you by requiring others to request to follow you.The beauty of Instagram is the fun simplicity of sharing images. You can have a well-researched, well-written article or book, but as they say, a picture is worth a thousand words. While there are a lot of selfies on Instagram, there are somevery connected influencersposting visual information, too. One more benefit of Instagram is that it bridges you with friends, family, celebrities, locations and events that, because of time and geographic constraints, you wouldnt otherwise see and learn about.4APHA on InstagramMicheleThis slide would be used for introducing APHA on Instagram5Why Use Instagram?Instagram has more than 300 million users as of Dec 201460.3 million people in the U.S. 21% of the American adult population, and about 33% of all American social media users. 49% of Instagram users say they check in daily.24% say they use Instagram weekly.KellyInstagram has 300 million users as of Dec 2014. This is still less than Facebooks 1.4 billion users and LinkedIns 347 million users.But, this was an increase of 50 million users, or 25%, in just 6 months, which is a testament to how popular and universal this app is. Its also more than Twitters 284 million monthly active users. To put this number in perspective:Active Instagrammers number 60.3 million people in the U.S. This number represents about 21% of the American adult population, and about one-third of all American social media users. 49% of Instagram users say they check in daily.Another 24% say they use Instagram weekly.Only 36% of Twitter users report checking into their Twitter accounts daily.Michele: Plenty of young people on Instagram college, grad students APHA keeps that in mind when planning content. Business Insider (?) stat: most people on Insta are under 35.6Why Should Associations Use Instagram?Its already a part of peoples daily lives.People of all ages use it to document daily life.Organizations from Louis Vuitton and Lexus to local nonprofits use it to promote their image and their cause. It can easily be integrated into your existing communications strategy.Its free!Kelly:Its already a part of peoples daily lives.49% of Instagrammers log in at least once per day.Just 40% of LinkedIn users log in dailyJust 9% of Twitter users log in daily.So, Instagram is winning when it comes to providing a platform and a channel on which people feel comfortable and excited about sharing bits of their life, image, or cause.Facebook still wins overall: 71% of American adults are on Facebook, and 70% of Facebook users log in dailyPeople of all ages from pre-teens to seniors use it to document daily life.Organizations from big brands like Louis Vuitton and Lexus to smaller, local nonprofits use it to promote their image and their cause. It is estimated that 50% of retailers have an Instagram account, and that the average sale value for visitors referred to a retailers site from Instagram is about $67.It can easily be integrated into your existing communications strategy.It is far-reaching: a potential audience of 300 million. Your association most likely does not encompass the entire Instagram universe, but its a safe bet many of your members already use it.Its personal: it allows your association to interact one-on-one with other individuals through tagging, commenting, and of course, pictures of those individuals.Its flexible: you can post photos, videos, or text, and you dont have to post every day you just need to be consistent.Most importantly: Its free! You cant beat that price.Michele:APHA is active on it because they know its where people are. Use Instagram rather than reinventing another tool/adding another tool to peoples daily routines.APHA has a strong social media team across its organization, as well as a strong social media presence on other networks, so starting up on Instagram was a natural progression for their communications program. They update Instagram a few times per week. The amount of time spent varies depending on the type of content you want to post.Photos are quick, graphics can take longer. People post screen shots of text they type into note taking apps.Creative types post collages of photos or text made in other apps.Any video created in programs like iMovie, or even a photo slide show, can be posted as a video.7APHA photos on InstagramMichele:This slide shows the usual sort of thing associations might post on Instagram. This was a news conference featuring our executive director, left.Typical association-related photo. News conferences, board meetings, association activities make great content for Instagram posts.8Lets Pause . . . Write some notes:Do you think Instagram would be a good fit for your association's communications?If so, why?If not, how could your association still find out what members and others are Instagramming about your association?Michele:Do you think Instagram would be a good fit for your association's communications?Write down some notes about whether or not you think Instagram would be a good tool to add to your communications portfolio. What are some ideas that immediately come to mind regarding how your association could use it? If you dont see Instagram as a fit, how could you still monitor images and comments posted to Instagram related to your association? Your members might already be posting images from your events or meetings. So even if you decide that Instagram isnt a good fit for your official communications mix right now, you may want to have a plan in place for monitoring sentiment about your association on this platform.Who at your association might monitor? How often?9Instagram StrategyStart with a goal or twoAdd some objectivesConsider tactics:Who would carry out posts?Who would supply the content?Who would need to approve posts?Kelly:Before jumping on Instagram, or expanding presence, its good to plan out your strategy and your goals for using this tool. Set a goal or two.Once you have a goal, think tactically: set some objectives and processes for your Instagram content.Michele:Example: APHA on Instagram to educate, reach beyond membership (25,000 members). Promote public health campaigns, have name out there, share info, build a communityEveryones a potential member.Make sure the person assigned to post and monitor actually like using Instagram. Youll be much more successful with Instagram if this is the case. 10Instagramming Tips and TricksPictures, video, textUse hashtagsInstaMeetsLinksCollaborate with othersMichele: Once youve decided upon some goals, youre ready to go deeper into Instagram with some of these tips and tricks:Every post must start with a picture. But the picture doesnt have to b a photo. Creating a graphic using a text editor is allowed and common among organizations on Instagram.[next slide]Videos: Instagram allows for 15-second videos. Can be as simple as a CEO message or something youve edited. Instagram can be used for slideshows as well (when posted as a video).Hashtags allow you to connect your photo with other photos containing similar content. When you tap on a hashtag within Instagram, you are taken to an ad hoc, custom gallery made up of photos tagged with the same word or phrase. You can then browse others photos having to do with this hashtag. As more photos are posted to Instagram and tagged with a given hashtag, the gallery associated with that tag constantly updates to include those photos.Kelly:The use of hashtags brings us to our next tip: InstaMeets: These are worldwide in-person meet-ups coordinated by Instagram (the company). They decide the date, and local organizers, usually people active in the photography community or local organizations like an asosciation, will establish a time and meeting place locally. Anyone can schedule an InstaMeet, you would simply advertise it from your Instagram account (and other social media profiles). All photos posted during an InstaMeet contain a hashtag specific to the worldwide meet, and sometimes another hashtag specific to the location or organization hosting the meetup locally. The next InstaMeet is March 21. This time, even the White House is hosting an InstaMeet inside its rooms. Unfortunately, the deadline to apply to attend this InstaMeet was Friday, but if you look up the hashtag #WhiteHouse on or after March 21, youre sure to see some interesting photos from the inside. Links: There is NO linking from your posts or comments you can type a URL, but it wont hyperlink. People get around this by constantly changing the single link allowed in their profile, and telling people to click on that link to access more content in their captions. However, this no-linking policy is slowly changing: As of March 3, Instagram announced it will allow links within ads. Advertisers can include a link in their photo or video ad, and when a user taps the link, they will be taken to that URL within Instagram so they will be able to access more content from the advertiser, but will stay within Instagram. Instagram wants to keep people within their app to provide a seamless browsing experience, and to keep people within their app!One more tip before we pause:Collaborate: Account takeovers. Have a high-profile individual (such as your president) or a subgroup take control of the Instagram account and post content related to their event, trip, etc.This person or these people should be someone you trust - or, put in place a process of approval before photos and captions go live.11Using graphics on Instagram MicheleInstagram doesnt have to be just photos. Images and graphics work well, too.Dont have to have a fancy, real photo. Creative graphics work well, and encourage reposts like the one on the left.If you encourage people to repost, make sure you make it easy for them to credit youRepost App in the app storesPut your logo within your graphic attribution comes automatically with the photo.12Know whats popular: #TBT Michele:We monitor what trends and hashtags are popular and use them in our posts. Throwback Thursday, or #TBT, in which users post photos from their childhood or something from past is popular on both Instagram and Facebook. We use photos and images from our archives on Instagram for this. At left is Rosa Parks receiving an award at our Annual Meeting. At right is an image from our journal in 1938.Lots of people search this hashtag regularly, and are likely to see your photos if you use popular hashtags like this one. 13Instagramming Tips and TricksPictures, video, textUse hashtagsInstaMeetsLinksCollaborate with othersMichele: Once youve decided upon some goals, youre ready to go deeper into Instagram with some of these tips and tricks:Every post must start with a picture. But the picture doesnt have to b a photo. Creating a graphic using a text editor is allowed and common among organizations on Instagram.[next slide]Videos: Instagram allows for 15-second videos. Can be as simple as a CEO message or something youve edited. Instagram can be used for slideshows as well (when posted as a video).Hashtags allow you to connect your photo with other photos containing similar content. When you tap on a hashtag within Instagram, you are taken to an ad hoc, custom gallery made up of photos tagged with the same word or phrase. You can then browse others photos having to do with this hashtag. As more photos are posted to Instagram and tagged with a given hashtag, the gallery associated with that tag constantly updates to include those photos.Kelly:The use of hashtags brings us to our next tip: InstaMeets: These are worldwide in-person meet-ups coordinated by Instagram (the company). They decide the date, and local organizers, usually people active in the photography community or local organizations like an asosciation, will establish a time and meeting place locally. Anyone can schedule an InstaMeet, you would simply advertise it from your Instagram account (and other social media profiles). All photos posted during an InstaMeet contain a hashtag specific to the worldwide meet, and sometimes another hashtag specific to the location or organization hosting the meetup locally. The next InstaMeet is March 21. This time, even the White House is hosting an InstaMeet inside its rooms. Unfortunately, the deadline to apply to attend this InstaMeet was Friday, but if you look up the hashtag #WhiteHouse on or after March 21, youre sure to see some interesting photos from the inside. Links: There is NO linking from your posts or comments you can type a URL, but it wont hyperlink. People get around this by constantly changing the single link allowed in their profile, and telling people to click on that link to access more content in their captions. However, this no-linking policy is slowly changing: As of March 3, Instagram announced it will allow links within ads. Advertisers can include a link in their photo or video ad, and when a user taps the link, they will be taken to that URL within Instagram so they will be able to access more content from the advertiser, but will stay within Instagram. Instagram wants to keep people within their app to provide a seamless browsing experience, and to keep people within their app!One more tip before we pause:Collaborate: Account takeovers. Have a high-profile individual (such as your president) or a subgroup take control of the Instagram account and post content related to their event, trip, etc.This person or these people should be someone you trust - or, put in place a process of approval before photos and captions go live.14Using humor on InstagramMichele:As is the case with most social media, humor is popular on Instagram. While not suitable for everything, it can get attention when done right. The one at right was one of our most-liked, commented and reposted (Ryan Gosling). The one at left is based on a popular Valentines meme.Know your audience APHA knew their younger audience would respond well to memes like this. APHA just gets it!15Lets pause . . . What types of content do you think your association could post?Are there any organizations or individuals who could work with you on posts?Write down one or two ideas for hypothetical Instagram content for your association.KellyLets take another moment to pause and write down some ideas. 1610 Ways Associations Can Use Instagram1. Show staff and board membersBenefits: Make your association feel smaller and more intimate. Make joining the association, or becoming more involved with leadership, less intimidating. Encourage more staff-membership interactionKellyNow that youve briefly thought about some post ideas, were going to walk through 10 ways associations are already using Instagram to promote their membership and activities.The first is:Show staff and board members:Especially for large associations, visualizing who runs your associations operations can be a little like guessing who the person behind the curtain is. Introduce your staff and/or board in a friendly way by posting their mug along with a caption that gives their name, responsibilities, and a fun fact about them. Or, show your board in action at a meeting or event.Benefits: Make your association feel smaller and more intimate. Make joining the association, or becoming more involved with leadership, less intimidating. Encourage more staff-membership interaction17Heres an example from the Texas Society of Association Executives of a photo showing their board meeting at the start of a conference. Notice how they have included the conference hashtag at the end of the caption to tie this photo into the ad hoc gallery of photos from the conference.1810 Ways Associations Can Use Instagram2. Feature outstanding members or companiesBenefits:Encourage stronger relationships among membersReinforced membership value both personal and financialMake joining your association less intimidatingPossible sponsorship benefitKellyFeature outstanding members or companies:Recognize your colleagues by featuring them on your Instagram account with a brief caption about their accomplishments. Create an original post or regram their post. This is a fun, informal way to introduce new members, too.Benefits:Encourage stronger relationships among membersReinforced membership value both personal and financialMake joining your association less intimidating (just make sure the new member is okay with being featured on an open network)19Heres an example from MPI Orlando of a member feature. Notice how they made up a hashtag that combines part of their association name with a catchy name for this type of post. 2010 Ways Associations Can Use Instagram3. Hold a ContestBenefits: Increased member engagement outside of events or meetings, reach members who prefer online interaction, host a light-hearted activity, learn more about your members from their responses.Michele Hold a contest:Instagram contests are a fun way to engage members and followers while getting your associations brand out there. Post an image that introduces the concept of your contestand explain the rules in the caption, or type a link to a web page that details the rules. Ask entrants to tag their contest-related photos with a custom hashtag you designate. (Any unbroken string of letters and/or numbers can be a hashtag.) Once the contest deadline has passed, search your designated hashtag to find all entries, choose a winner, and repost (regram) their image.Benefits: Increased member engagement outside of events or meetings, reach members who prefer online interaction, host a light-hearted activity, learn more about your members from their responses.21Using Instagram for contestsWe used Instagram for our baby photo contest. People were able to enter by posting and tagging photos on Instagram. These are our promo images.APHA advertised the contest on other social media platforms but you had to submit a photo on Instagram. Could also email a photo to APHA to enter. Requiring photos to be submitted via Instagram encouraged more awareness of APHAs presence there. 2210 Ways Associations Can Use Instagram4. Post event-related photosBenefits:Makes the event inclusive for members who could not attend Show off your event to potential membersHave a visual, searchable, catalogued record of your eventUse these photos in other publications, on other digital platforms, and to enhance in-person conversations.Michele:Post event-related photos:You might already post photos on Facebook or Twitter during events to show off the fun youre having. Originate your photos from Instagram, which integrates with Facebook, Twitter, Tumblr, Flickr and Foursquare, and broadcast your photo on all your networks with one tap. Images of maps, speakers, social activities, venue spaces and awards ceremonies will generate interest before and during your event.You can log onto Instagram and find photos from Great Ideas being posted using the official #Ideas2015 hashtag. [Mention #ConstructorMag promo to be held at AGCs upcoming convention.]Benefits:Makes the event inclusive for members who could not attend Show off your event to potential membersHave a visual, searchable, catalogued (through hashtags) record of your event, including photos from attendees and vendorsThese photos can be used in other publications, on other digital platforms (your website), and shared one-on-one between people talking about the event.23APHA Annual MeetingLike many associations, we take and post photos during our Annual Meeting. We encouraged attendees to use the meeting hashtag in their posts, and hundreds of attendees did. We used the hashtag to create a slideshow of follower Instagram posts after. Michele used iMovie.2410 Ways Associations Can Use Instagram5. Relive eventsBenefits: Start marketing your next event right awayEncourage greater attendance. Greater attendance = more non-dues revenueKellyRelive events:Post images of memorable moments from your events to extend the good times and remind members why they should return the following year. Many people use the common hashtag #latergram to clarify that theyre posting an oldie, but a goodie.Benefits: Instagram is nimble like this: Start marketing your next event right awayEncourage greater attendance. Greater attendance = more non-dues revenue25This oldie but goodie comes from the Texas Society of Architects. Theyve posted a photo from their 1955 annual convention to show members what past conventions have looked like and what kinds of fun members had then, and to encourage current members to register for the next convention. 2610 Ways Associations Can Use Instagram6. Remind members about deadlinesBenefits:Increase retention, attendance, and engagement just by providing reminders about dues, events, and other activities. Stay top-of-mind with membersMembers will understand that your association strives to provide excellent customer service.Michele:Remind members about deadlines:This is one example in which text can work to your advantage. Use the Notes function on your mobile device to type a quick message to your followers about an upcoming deadline. Snap a screen shot of the note and post.We hear this method is replacing emailamong the under-16 set.Planned and spaced right, your reminders can make members lives that much easier by reminding them to complete association-related tasks they have already planned to do, but just havent gotten around to yet.Benefits: Increase retention, attendance, and engagement just by providing reminders about dues, events, and other activities. Stay top-of-mind with membersMembers will understand that your association strives to provide excellent customer service.27Using Instagram for promotionWe use Instagram for promoting events, our Annual Meeting, abstract submissions, etc.2810 Ways Associations Can Use Instagram7. EducateBenefits:Reinforce the value of your industryIncrease awareness of your cause(s)Show members one way their association works for themIntroduce members to another facet of your industry that they may not experience in their daily professional lifeKellyEducate:Use a photo to illustrate news about your association. Show your members what happened during your legislative day with a video.Photographa piece of equipment (or film it in action) and explain in the caption what it does. In other words, use Instagram like a set of electronic flash cards.Benefits:Reinforce the value of your industryShow members one way their association works for themIntroduce members to another facet of your industry that they may not experience in their daily professional life29In this example from the International Dairy Foods Association, we see IDFA reminding members about the value and tastiness of dairy by suggesting that they try some dairy-based dessert with their Thanksgiving meal. This is a more lighthearted example, but it fits the quick, visual nature of Instagram just as much as notices about more serious causes.30Heres another example of an association displaying the value of their industry. AGC of America is only halfway joking with this picture of a giant roll of bridge duct tape, to remind members that the work they do on bridges and roads really is important to everyone who uses them. 3110 Ways Associations Can Use Instagram8. Ask for supportBenefits:Reach fundraising or volunteer involvement goalsSpread the word about your cause beyond your paid membershipKellyAsk for support:Promote a charitable cause or philanthropic endeavor by posting a photo orimageabout it. Benefits:Reach fundraising or volunteer involvement goalsSpread the word about your cause beyond your paid membership32Using Instagram to Ask for SupportThese examples from the American Lung Association and the American Heart Association call on the viewer to donate to a Giving Tuesday campaign and to participate in Wear Red Day.The messages are simple: theres just one main idea on each image: Give the Gift of Breath, and Wear Red. Each message is still image-based, despite all the text: the American Lung Association incorporates their logo and the Giving Tuesday logo, and the American Heart Association uses red images and red text to visually reinforce their wear red message.3310 Ways Associations Can Use Instagram9. Broadcast a call to actionBenefits:Spur the public to action!Cut through media noise to remind members what needs immediate attentionPromote a cause or philanthropyMichele 34Using Instagram for educationAPHA used Instagram to promote our petition calling on pharmacies to stop selling tobacco. Note short URL that people can remember and type, because no links on Instagram. Any URL used in an image should be short and memorable.Prompted by CVSs decision to stop selling tobacco.3510 Ways Associations Can Use Instagram10. Advertise merchandise and discountsBenefits:Reach financial goals fasterEngage members who may not be able to attend without an incentive/discountMore exposure for paid programs and activitiesMicheleAdvertise merchandise and discounts:Hawk your next paid program or new association accessory with an Instagram photo. Incentivize following your organization on Instagram by offering discounts or promo codes available only to those who see it on Instagram. Many mainstream retailers already announce flash sales, upcoming discount days or catalog sneak-peeks exclusively on this network.Benefits:Reach financial goals fasterEngage members who may not be able to attend without an incentive/discountMore exposure for paid programs and activities36Using Instagram to Advertise37Lets pause . . . Which of these ideas could you use for your association?Write down one or two tactics you could use, what event or topic would be featured, and who would post.Introduce staffFeature members Hold a contestPost event photosRelive eventsRemind about deadlinesEducateAsk for supportCall for actionAdvertise merchandise/discountsKellyAsk them to write down ideas, then ask if anyone is willing to share their ideas.38Tracking InstagramMichele:We use Iconosquare for analytics: Can see your cumulative likes and comments so you can track growth; see who your most engaged followers are.Track individual photos comments, likes as well. Easily see which types of content spur the most engagement form your followers.Also track growth in followers by day, week, or month, and on a rolling basis.This tool is free!Helps you set goals for growth. 39Tracking InstagramMichele:We use Iconosquare for analytics: Also track growth in followers by day, week, or month, and on a rolling basis.Helps you set goals for growth. 40Tracking InstagramMichele:Track the impact of individual photos hashtags as well. Easily see which types of tags and accompanying captions spur the most engagement form your followers.This tag cloud shows you which of your tags you use the most often and which tags are the most used on Instagram overall. Notice how #tbt is in the #4 spot.41Five Ideas to Take AwayKnow Your AudienceBe ConsistentKnow What the Trends areBe SocialTrack your progressMichele or Kelly?Know your audience APHA uses Instagram to reach a broader audience than just members. Who might want to follow your association on Instagram?If your association conducts a member or communication survey, ask which social channels your members are using. This is an easy way to find out if your members are on Instagram already.Be consistent dont feel like you must post every day. Quality is better than quantity.Know what the trends are. Check out what the most popular hashtags are and maximize on that. We take advantage of #TBT #ThrowbackThursday.Its more than just posting: Being social is important. Must comment, follow and like actively. Its hard to engage if youre not following anyone. Don't just be a bulletin board.ALWAYS reply to comments or questions left on your photos, just like you would return a phone call or email.Michele: Like/comment/encourage others posts related to your field.Track your progress regularly. You cant know if youre making progress toward your goal unless you measure your growth.[Michele or Kelly] Final thoughts:Instagram is poised to grow as more people embrace its simplicity and its use for quick communications as well as medium- and long-term campaigns.49% of users log in daily: its already integrated into many peoples daily media diets. Why not make yourself present where your members are already gathering?42Contact UsKelly Donovan ClarkManager for Online MarketingNaylor Association Solutionskdonovan@naylor.com770-576-2633 Twitter: @NaylorLLCInstagram: @AssocAdviserMichele LateInstagram AdministratorAmerican Public Health Associationmichele.late@apha.org202-777-2488 Twitter: @PublicHealthInstagram: @AmericanPublicHealthThanks for attending!43