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

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. W H AT C H A N G E D ?

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. 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. 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. U X :
U S E R E X P E R I E N C E

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. 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. 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. ( T I M E S S Q U A R E P R O F I L E )

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. 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. ( N I S O L O P R O F I L E )

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. D O N ’ T
• Expect users to follow your every post through push
notifications.
• Turn your whole feed into a campaign.

16. ( K AT E S PA D E S AT U R D AY E X A M P L E )

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. – 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. 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. 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 ?

23. 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

24. 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

25. U S I N G I N S TA G R A M
F O R I N S I G H T S

26. 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:

29. 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:

30. 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

31. GOOGLE URL BUILDER

35. 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:

40. 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

41. C O N T E N T S T R AT E G Y

42. 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?

43. 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

44. 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

45. 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

46. A U D I E N C E M O T I VAT I O N S M AT R I X

47. 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

48. 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 .

49. “ 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

50. B R E A K

51. A N A LY T I C S A N D
M E A S U R E M E N T

52. 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

53. A N A LY T I C S A R E P E O P L E .

54. 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

55. 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

56. 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.

57. 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

58. W H AT I S M E A N I N G F U L H E R E ?

61. 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

62. 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

63. B E PAT I E N T A N D P E R S I S T E N T.

64. 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/)