using instagram to promote your business and increase site traffic
DESCRIPTION
Shawn Massie, Director of Search and Social Media at Thunder SEO, helps explain how businesses should be using Instagram to promote themselves and gain qualified web traffic to their site. This presentation was part of SEOmoz's Mozinar web series.TRANSCRIPT
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Using Instagram to Promote Your Brand and Increase Site Traffic
by Shawn Massie, Dir. of Search & Social Media - @ShawnTheGrom
Tweet with Mozinar attendees: #mozinar
Technical problems or feedback:
Please email [email protected]
www.ThunderSEO.com Follow @ShawnTheGrom #mozinar
Using Instagram
Presented by Shawn Massie| April 2nd, 2013
to Promote Your Brand and Increase Site Traffic
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@ShawnTheGrom
FIRST OFF – Who am I?
instagram.com/shawnthegrom
gplus.to/ShawnMassie
Shawn MassieDirector of Search & Social Media
www.ThunderSEO.com Follow @ShawnTheGrom #mozinar
WHAT’SINSTAGRAM
1
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A PHOTO SHARING APP
Launched in October 2010
Photos filters are a hit
Images confined to a square vs. 4:3 ratio
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GEOLOCATION AND CAPTIONS
Users can be mentioned
Locations can be tagged
Photos can be uploaded to multiple networks
@
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#HASHTAGS
#Hashtags allow users to find others
Sets the stage for contests
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MISCONCEPTIONS
1. It Only Works If You Sell Visual Products
2. It’s Only For Big Brands
3. It’s Only For Posting Photos
4. Results Can’t Be Measured
5. Instagram Can Sell Your Photos
Source: http://blog.kissmetrics.com/biggest-misconceptions-about-
instagram/
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INSTAGRAM IS FOR HIPSTERS
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ALL ABOARD!THE INSTAGRAM TRAIN
2
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ALL ABOARD! - Apr 2012
Instagram launches on Android
450,000 users on a waitlist join over
30 million registered users
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FACEBOOK WANTS IN
“Zuckerberg went on to say that the company
will be building on Instagram's strengths and
features and growing the app independently
rather than just trying to integrate everything
into Facebook.”
— Mashable
Facebook buys for $1B
9 person staff
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ALL ABOARD!- Aug 2012
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ALL ABOARD! – Dec 2012
Instagram updates their Terms of Service
"To help us deliver interesting paid or
sponsored content or promotions, you agree
that a business or other entity may pay us to
display your username, likeness, photos (along
with any associated metadata), and/or actions
you take, in connection with paid or sponsored
content or promotions, without any
compensation to you."
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ALL ABOARD! – Dec 2012
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ALL ABOARD! – Dec 2012
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ALL ABOARD! – Dec 2012
The old Terms of Service are reintroduced!
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ALL ABOARD! – Jan 2013
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ALL ABOARD! – Jan 2013
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ALL ABOARD! – Feb 2013Instagram launches their own site
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ALL ABOARD! – Feb 2013
6 months later…
"We believe that some of our users, particularly
our younger users, are aware of and actively
engaging with other products and services
similar to, or as a substitute for, Facebook," the
company admitted in its 10-K annual report.
"For example, we believe that some of our
users have reduced their engagement with
Facebook in favor of increased engagement
with other products and services such as
Instagram.” — David Ebersman, CFO
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CONTENT STRATEGY
3
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CONTENT STRATEGY
Try “Behind the Scenes”
photos
Use Images to
Tell a Story
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CONTENT STRATEGY
Pick A Category For Your Photos
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CONTENT STRATEGY
How Frequently Should You Post?
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CONTENT STRATEGY
What Are Your Competitors Doing?
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CONTENT STRATEGY
What Are Their Followers Doing?
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CONTENT STRATEGYConsider Doing A Photo Series
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CONTENT STRATEGYConsider Doing A Photo Series
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CONTENT STRATEGYConsider Doing A Photo Series
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BESTPRACTICES
4
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BEST PRACTICES
1. Choose a username that you already use
@
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BEST PRACTICES
2. Use hashtags (generic and branded)
Branded Hashtag
#
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BEST PRACTICES
3. Take Advantage of Geolocation
http://bit.ly/XCtPm
Q
Learn how to create a location using
Foursquare
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BEST PRACTICES4. Use a web-based program to manage
Manage comments, likes and
more
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BEST PRACTICES
Explore Around You
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BEST PRACTICES
5. Engage followers with more than just photos
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BEST PRACTICES
Free Tickets
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DRIVE TRAFFIC
5
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DRIVE TRAFFIC
Add URL to Your Bio
They Add Their
Address Too
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DRIVE TRAFFICInclude URL in Comments
Ask to Share on Website
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DRIVE TRAFFICInclude URL in Comments
Post URL to Slideshow
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DRIVE TRAFFICPromote Your Latest Offers or Deals
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API
5
1/2
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a) Users
4 Sources of DataInstagram’s API can pull:
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USERS
WordPress Plugin Pulls
In User Photos
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a) Users
b) Hashtags
4 Sources of DataInstagram’s API can pull:
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HASHTAGS
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HASHTAGS
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HASHTAGS
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HASHTAGS
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HASHTAGS
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HASHTAGS$108
!?
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a) Users
b) Hashtags
c) Locations
4 Sources of DataInstagram’s API can pull:
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LOCATIONSRestaurant's Instagram contest boosts app
engagement by 66 percent
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a) Users
b) Hashtags
c) Locations
d) Geographies
4 Sources of DataInstagram’s API can pull:
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GEOGRAPHIES
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YOUR OPTIONS
1. Free Embed Code Generators
2. WordPress / CMS Plugins
3. Writing or Hiring a Developer
4. Developed Platform
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FANBASE
Run Photo ContestsEnable User Voting
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FANBASE
Displays Likes, Comments and Share Buttons
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FANBASE
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FANBASE
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MEASURERESULTS
6
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MEASURE RESULTSGoogle Analytics
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MEASURE RESULTS
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MEASURE RESULTS
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DOWNLOAD this presentation
bit.ly/Mozigram
SHAWN MASSIE
Director of Search & Social Media
thunderseo.com/blog
Q & A
@ShawnTheGrom
@ThunderSEO
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Q&A Time!
@ShawnTheGrom
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