Instagram Funnels, Ads, and Community Collaboration feat: Jasmine Yulina from Headquarter.id
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optimizing social media (instagram) for marketing purpose
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Instagram Funnels, Ads, and Community Collaboration feat: Jasmine Yulina from Headquarter.id
- 1. Entrepreneur Venture Execution (Even Semester) Social Media 101 Dini Prathivi, S.S., M.M. Jasmine Yulina H., S.E., M.M.
- 2. Intro ❖ UC Alumni (BMI class of 2011 & MM class of 2014) ❖ HeadquarterID Creative (2017) has been helping more than 20 local businesses to grow ❖ Part-time lecture at Universitas Ciputra ❖ Social Media Marketing Enthusiast ❖ IBM Lecturer, Specialized in Marketing ❖ Google Gapura Digital and Women Will Facilitator 2019 ❖ Personal Branding and Digital Marketing Enthusiast
- 3. Industrial Era 4.0 ❖ Computers, automation system, machine learning ❖ In short: GOING DIGITAL ❖ 5A: Aware, Appeal, Ask, Act, Advocate ❖ Increasing Purchase Action Ratio ❖ Turning into Brand Advocacy Ratio
- 4. Brand Goal in Marketing 4.0 Purchase Action Ratio Brand Advocacy Ratio
- 5. What You Should Do
- 6. Get to Know Social Media Funnel | Platform | Technical Insight | Strategic | Hacks
- 7. Digital Marketing Funnel (1)
- 8. Digital Marketing Funnel (2)
- 9. Since 2017: High Speed Viewing Audience
- 10. Define Your Social Media Platform
- 11. The “IT” Platform ❖ 45 millions+ active users ❖ #1 Instagram Stories Producer in the world ❖ 115millions on Facebook each month ❖ 97% on mobile Facebook ❖ Top 3 globally with highest friend count
- 12. Why Instagram Analytics? ❖ Targeting the right audience ❖ Check posting frequency; whether you post too much (or not enough) ❖ To drive relevant visitors ❖ To drive calls from an ad type that you only used once ❖ Follow up mentions that could be leading to future partnership ❖ Know the exact time of posting: whether you should post during the most optimal hours of the day/week ❖ To catch the opportunities for brand engagement in your comment/stories
- 14. Profile Analysis • Bio / Profilling • Hashtagging • Addresses • Call To Action
- 18. What Data You Should Track? Brand Awareness Generate Sales Community Building
- 19. Brand Awareness
- 20. Generate Sales
- 23. Improve Your Feeds! ❖ What to Post ❖ When to Post ❖ Using Hashtag ❖ Engage with your Biggest Fans ❖ Visual Branding ❖ Finding Community
- 24. What to Post? ❖ High quality photos & vides ❖ You don’t have to use filters ❖ Focus on colorful/high contrast image ❖ Visually appealing ❖ Explore with short videos/stopmotion
- 25. Tips ❖ Keep track of what’s working and what isn’t for your content ❖ Find similar traits from your top post ❖ Learn even more from low performing post ❖ What are you doing that people respond to your post? Uncover the patterns!
- 26. When to Post? ❖ Start posting 1 time a day ❖ Stick to regular posting schedule to avoid long hiatus ❖ Long hiatus leads to follower loss
- 27. The Active Hours Generation Z Generation Y Generation X Highest Receptivity Time 6-9 AM 6-9PM 6-9PM 2nd Highes 6-9PM 9-12AM 9-12AM 3rd Hightes 3-6PM 6-9AM 12-3PM
- 28. Trivia! ❖ Most Instagram content lives around 3 days ❖ 90% of the posts likes and comment happened in the first 13 hours ❖ Know the best time to post ❖ Experiment posting at different time and days to find your perfect timing
- 29. Using Hashtag ❖ Max 30 hashtags ❖ Use the relevant hashtags ❖ Research hashtag before using it ❖ Best hashtag has below 1M and above 10K post ❖ Unique and targeted hashtag reach smaller but relevant audience
- 30. Hacks ❖ Posting hashtag in the first comment section is treated the same with putting hashtags in the caption ❖ It won’t work to add hashtag to a post later, add all your hashtags when you originally post ❖ Emoji can be used :)
- 31. Engage with Your Biggest Fans ❖ Thank and respond to the people who comment on your post. Like some of their posts in return!
- 32. Visually Appealing ❖ Focus on consistency of general tone of your image (presets is recommende) ❖ Aim for consistency across social media ❖ Tweak individual image before posting them on each social media: consider different crops, format, and captions ❖ Rules: your content might be similar, but not identical in every platforms
- 33. Finding Community ❖ Identify Instagram community that are relevant to your brand ❖ Search from big obvious hashtag, e.g. #surabayafoodie if you run F&B business ❖ How the participant post: long vs short caption? Do they use emoji? ❖ Use same tone, hashtag, and style ❖ Interact with them and come up with engagement plan: like, photos, comment, consider a take-over ❖ Host Insta-Meet or collaborate with them
- 34. The Metrics How do I measure my business progress on Instagram & Facebook?
- 35. Metrics
- 36. BASIC Metrics ❖ LIKES per post The goal is to get 10% of your total followers to like your post ❖ Respond to relevant COMMENTS ❖ Tracking FOLLOWERS GROWTH Pay attention to it MONTH, not DAILY. The goal is to get 4% or more new followers per month
- 37. Intermediate Metrics ❖ Monitor the PATTERNS Get the know which post that get far more engagement than your average post. How many likes/comment or saved/share. What did you do differently? ❖ ENGAGEMENT RATE Ideal engagement rate is 5%-10% or higher. If you have 500 followers, a typical post would get 25 or so organic likes and comment but a great post would get 50 or more. ❖ Measuring the DISCOVERY How many people reached? Based on the Impression, where’s the biggest source of your potential followers? (home, hashtag, profile)
- 38. ADS
- 39. Ad Spend is Rising… ❖ Pay $8 for Netflix and you will be ad free ❖ Pay $4.99 on Spotify and you will be ad free ❖ Pay IDR 30K for VIU and you will be ad free But what do consumers think? Peole don’t dislike the ads, they don’t like The bad experiences
- 40. Understand Your Audience ❖ Find the post between what your brand wants to offer and your audience actually wants. Value Exchange Your Brand Your Audience
- 41. Creating Ad That Matters VS MODERN ADS USE “FORCE” Raising Brand Awareness, e.g. Collaboration with Influencers Call to Action kind of ads
- 42. Modern Ads 0 17.5 35 52.5 70 87.5 Tutorials Expert Reviews Branded Events Sponsored Events Audience Positive Acceptance
- 44. Content Traits ❖ The RIGHT content More humors and good storyline ❖ The RIGHT format Delivers the video ads below 10s ❖ The RIGHT context Targeting the right time (after 6PM)
- 45. Collaboration Regular Endorsement Sponsored Content (Web-Series)
- 48. Call to Action ❖ Special code to cart ❖ Repost and get discount
- 49. Product Review
- 52. “ Effective content should be so relevant, entetaining, and useful that you don’t think of it as a marketing. “ Thank You! Dini Prathivi, S.S., M.M. Jasmine Yulina H., S.E., M.M.