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INSTAGRAM MANIFESTO:

Some Ideas For Local, Offline, AndSocial Marketing With Instagram

Joe Finn & James Renoufwarrioroe!!"#gmail$com

htt%''askoefinn$com

All Rights Reserved 2012 Joe118 orld !o"i#$tio# E#ter%rises &td'

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I#st$gr$" For M$r*eters

So, ou/re asking 0 wh do I care that I can now %ost to Instagram from m )12

3ood 4uestion, and of course we ha+e a great answer 5

In a nutshell, now that ou ha+e this ca%a*ilit, ou can, as a social marketing, offline marketing, orlocal marketing consultant, integrate Instagram dee%l into our cam%aigns, with relati+e ease, all fromour )1

.ou can %ost images from our )1 that ou create with e$g$ )hotoSho% or other editors

.ou can include our own 6RLs in the comments and image descri%tions ou write from our)1 or la%to%

I show *elow four e7am%les of how to use Instagram as %art of some high +alue cam%aigns

So let/s di+e right in8

$sh T$gs A#d RSS Feeds

9efore e+erthing else, I need to e7%lain the hash tag feature, which is one of the "ost%owerful *utunder:used feature of Instagram$ 9asicall, when ou %ost an image ou can tag it with a so:calledhash tag, which is sim%l a /;/ followed * a word$ and ?ike > are allo+er this with their own hash tags$

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uring the meal, the waiter a%%roaches the client and asks BSir, do ou ha+e a smart %honeC$ Ifthe client answers es, the waiter sas BWell if ou take a %icture of me when I/ll *ring the foodand %ost that to Instagram with the hash tag ;casaoseamarillo and ma*e also on ourFace*ook, then we offer ou a DE discount8C

When the waiter comes *ack with the order, the client does as re4uested, tags the %icture and%osts to Face*ook, and then the gets their discount after enoing a good meal$

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re%ost it to Face*ook, and get a !H discount$

(he R:code now a%%ears in the customers/ F9 stream, %eo%le notice it, and read the commenta*out the store offering the discount, etc$ (he %rocess re%eats itself, and %rett soon the storegets mentioned in the local news %a%er as an inno+ati+e marketer using Instagram to generatemore walk:ins

Matress iscounter/s com%etitors wish the had hired James when he first offered them his

ser+ices, instead of showing him the door 5

E6$"%le 7: (o#test To i# )ig -ri9e Ge#er$te .GE ),99

James/ agenc is flourishing after the Mattress iscounter and 1asa Jose wins, and his com%etitors aretaking notice$ James has some cool new tools and is winning man local clients, so his com%etitor Johnis looking for a wa to u% the game$ @ere/s what he came u% with for his client, the local Shoe store

John goes to Flickr and searches for a funn image a*out shoes that has a commercial uselicense and that can *e modified legall$ (he search string for this is

htt%''www$flickr$com'search'24Kfunnshoes&lKcommderi+&ctKH&mtKall&ad+K!

?e7t, he %osts his selected image with the hash tag ;funnshoesca%tion and adds instructionsfor %eo%le to take the image, sa+e it to their )1, add ca%tions, re%ost it to Instagram with thesame hash tag and a comment mentioning the store/s 6RL, and also %ost it on Face*ook$

John adds a comment saing this is a contest for the funniest ca%tion, and the %ri-e is free shoesfor !H ears for the winner and one %erson of their choice$ (hat/s a HHH +alue8

John also arranges for all %ictures tagged with the hash tag to a%%ear on Face*ook on the*usiness/s %age N+ia the RSS feed of the tag5 as well as on the shoe store/s we* site$

)eo%le %ost funn entries on Instagram %er the instructions gi+en * John$ Fi+e entries are%osted the first da, the second da sees twent three entries, on the third da there/s fourtthree entries, and * the end of the week there/s *een more than three hundred entries8

1ustomers +isiting the store talk a*out the funn images Nas in B@a+e ou seen the onewhere$$$2C5 and e+erone is a*u-- a*out the contest and who the winner will *e$

(he winner N%icked * the store owner5 is in+ited for a ceremon with the maor handing himthe certificate of Free Shoes For (en .ears, his %icture a%%ears in the local news%a%er, ande+erone is now +isiting the shoe store whene+er the want to ha+e a fun time talking a*out thegreat contest$

E6$"%le 7: ),ildi#g A (ell -ho#e N,";ers &ist

?ow things are reall heating u% in Amarillo, and I don/t mean ust the heat of the summer8 All offlinemarketers are tring to outdo each other %ro+iding new features and ser+ices *ased on Instagram andother social %latform to their clients$

Look at what (om came u% with$ @e noticed that after a while all this *u-- dies off, and then the foottraffic generated * the cam%aign also dries u%$ (hat got him thinking, what if, instead of reaching each%ros%ect onl once, he could reach them man times, re%eatedl, with an new marketing message hewants to send out$ ?ow wouldn/t it *e more effecti+e if he could con+ert each +isitor with a smart%hone to a re%eat +isitor, calling them *ack to the *usiness an time he wanted to refresh the traffic2

http://www.flickr.com/search/?q=funny+shoes&l=commderiv&ct=0&mt=all&adv=1http://www.flickr.com/search/?q=funny+shoes&l=commderiv&ct=0&mt=all&adv=1

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Well, (om went to work and figured out how to do this$

What he did was create a mo*ile num*er list for the *usiness$ (he num*ers on this list *elong to clientsthat res%ond to an initial cam%aign, a sim%le cou%on cam%aign for !H off when the +isit Allen/sri+e In Mo+ies$ Once the/re on the list, the theater can send them more %romotions, like a Jul th

%romo for an e+ening mo+ie with fireworks, and so on$ And the nice thing is that all of these clients are

re%eat clients, which as we IMers are wa more +alua*le than new customers$

@ere/s how it worked

(om created an image on his )1 with the following words on it B(e7t ilovedriveinto PH" toget !H off ever/thi#gC$ @e u%loaded that image to Instagram, added the hash tagBallendri+einC, and %ut a comment *elow the image e7%laining what/s going on$ (he image alsoshows u% on Allen/s ri+e In Mo+ies Face*ook %age, and on the *usiness/s we* site$

When the client te7ts, the get sent a re%l te7t message with a cou%on code that the mentionwhen %aing for tickets at the ri+e In theater Nor the can show the code to the cashier5$ (heget the discount and e+erone is ha%%$

Also when the client te7ts ilo+edri+ein to the fi+e:digit num*er, their cell %hone num*er getsadded to a list, and after that, e+er time the list owner NAllen/s *usiness5 sends a message tothat list, all the cell %hone num*ers on the list get a te7t message$

(hat means that after the client is added to the mo*ile %hone num*er list, e+er time the list ownerwants to generate some foot traffic, all the ha+e to do is send another cou%on to the list, or some otheroffer that re4uires the client to show u% at the store$ 9asicall a wa to generate traffic on demand$ Andit costs a*out !H Nat "ost5 of what the *usiness would %a to insert one of those cou%ons into acou%on %ack that ou get deli+ered +ia email each month$

What/s the technolog *ehind this2 Well, there are man com%anies that offer mo*ile list *uilding

ser+ices$ (he *est one I/+e found is Mo*ile Auto Res%onder$ (he offer a fi7ed cost %rogram forunlimited messages and cam%aigns, which is what ou want$ Mo*ile list *uilding is a su*ect for awhole other WSO, which I/m %lanning to do o+er the summer$

)rett cle+er wa to con+ert +isitors from Instagram to mo*ile list mem*ers 5

A word a*out ethical mo*ile autores%onder marketing 0 ou ",st%ro+ide a disclaimer saing thatcharges ma a%%l if the acce%t the te7t messages, %lus a wa to unsu*scri*e$ Most ethical mo*ile list*uilding com%anies do %ro+ide an eas wa for su*scri*ers to lea+e the list, and after the select tolea+e the list, the will not recei+e future messages$ (his is the same ethics that a%%l to emailmarketing$ 9esides that, most mo*ile %hone users do not ha+e unlimited te7t messages, at least in the

6S$ So ou want to use these lists reall s%aringl and conser+ati+el$ Otherwise ou will getcom%laints and the mo*ile list *uilding com%an will decide to sto% doing *usiness with ou, and oulose our entire in+estment$

I also ad+ise to con+ert our mo*ile list su*scri*ers to Face*ook fans or email su*scri*ers at theearliest %ossi*le o%%ortunit, as a *acku% wa to reach them if the lea+e our mo*ile list or our%ro+ider sto%s ser+icing ou for whate+er reason$ @ard learned lessons Q5

http://www.mobileautoresponder.com/amember/go.php?r=716&i=%7C0%20http://www.mobileautoresponder.com/amember/go.php?r=716&i=%7C0%20

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(o#5l,sio#s

@o%efull * now ou see how %owerful this is, and ou/+e got some ideas of our own on how to useInstagram in our own cam%aigns$ If ou come u% with some cool stuff, let me know8

(hese are ust some initial ideas of how to use Instagram$ I/m certain much more is %ossi*le, and I/ll *e

using this new ca%a*ilit to ma7imum effect in m own *usiness8

.ours In Success,