Is instagram the next big thing in b2b?

>><<Copyright 2012 Paul Sillers Copyright 2012 Paul Sillers Copyright 2012 Paul Sillers Copyright 2012 Paul Sillers

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Is the next big thing in Is the next big thing in B2B?B2B?


November 2012 November 2012 November 2012 November 2012

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What's all the buzz?What's all the buzz?

Instagram is a photo-sharing service, launched - initially as an Apple app only service - in October 2010.

The service enables users to add filters to edit and enhance the photos with a variety of effects, ranging from funky colours to nostalgic grainy overlays.

File sharing over the Internet is the lifeblood of the product - you follow and like the work of others and build a cyber community with the people whose work you admire.

Instagram is a photo-sharing service, launched - initially as an Apple app only service - in October 2010.

The service enables users to add filters to edit and enhance the photos with a variety of effects, ranging from funky colours to nostalgic grainy overlays.

File sharing over the Internet is the lifeblood of the product - you follow and like the work of others and build a cyber community with the people whose work you admire.





What's different about this social media channel?What's different about this social media channel?Instagram went from start up to exit in 17 months and was bought by Facebook for approximately 1 billion dollars.

It has acquired 100 million registered users in the space of two years. It took eBay 17 years to reach that many people.

The highest followings are for celebrities in the entertainment, music and sports industries and B2C.

But could Instagram be effective as a business to business platform also? Here are some examples of B2B players gaining traction with Instagram followings:

Instagram went from start up to exit in 17 months and was bought by Facebook for approximately 1 billion dollars.

It has acquired 100 million registered users in the space of two years. It took eBay 17 years to reach that many people.

The highest followings are for celebrities in the entertainment, music and sports industries and B2C.

But could Instagram be effective as a business to business platform also? Here are some examples of B2B players gaining traction with Instagram followings:





How many How many Instagram Instagram photos have photos have been posted been posted on the on the account.account.

How many How many Instagram Instagram photos have photos have been posted been posted on the on the account.account.

Account Account holder holder image and image and text profile. text profile. Companies Companies tend to tend to apply their apply their corporate corporate logos here.logos here.

Account Account holder holder image and image and text profile. text profile. Companies Companies tend to tend to apply their apply their corporate corporate logos here.logos here.

A global map with geo-location A global map with geo-location data relating to the image.data relating to the image.A global map with geo-location A global map with geo-location data relating to the image.data relating to the image.

How many people the account How many people the account holder is following.holder is following.How many people the account How many people the account holder is following.holder is following.

Block user or report spam.Block user or report spam.Block user or report spam.Block user or report spam.

Basic functionality of the Instagram interface.

Basic functionality of the Instagram interface.

How many people are following How many people are following the account holder.the account holder.How many people are following How many people are following the account holder.the account holder.





5 most common B2B approaches to Instagram content

5 most common B2B approaches to Instagram content

Conspicuous product placement.

Conspicuous product placement.

Understated product

placement.

Understated product

placement.Event coverageEvent coverage Behind the

scenes.

Behind the scenes.

Human interest photo.

Human interest photo.

Explicit focus Explicit focus on company on company products and products and corporate corporate identity.identity.

Explicit focus Explicit focus on company on company products and products and corporate corporate identity.identity.

Placement of Placement of product without product without specific specific branding branding reference.reference.

Placement of Placement of product without product without specific specific branding branding reference.reference.

Coverage of Coverage of conferences, conferences, media and media and networking networking events.events.

Coverage of Coverage of conferences, conferences, media and media and networking networking events.events.

Informal and Informal and spontaneous spontaneous photos of photos of people in people in informal mode.informal mode.

Informal and Informal and spontaneous spontaneous photos of photos of people in people in informal mode.informal mode.

Casual Casual depiction of depiction of company company personnel in personnel in unstaged unstaged situations.situations.

Casual Casual depiction of depiction of company company personnel in personnel in unstaged unstaged situations.situations.





The top 10 brands and

their Instagram following.

The top 10 brands and

their Instagram following.

Notes:Notes:Top 10 brands as defined Top 10 brands as defined by Interbrand.by Interbrand.Stats recorded 30 October Stats recorded 30 October 2012.2012.Some brands have Some brands have Instagram accounts but Instagram accounts but have posted few or even no have posted few or even no photos.photos.

Notes:Notes:Top 10 brands as defined Top 10 brands as defined by Interbrand.by Interbrand.Stats recorded 30 October Stats recorded 30 October 2012.2012.Some brands have Some brands have Instagram accounts but Instagram accounts but have posted few or even no have posted few or even no photos.photos.

followersfollowers

photos.photos.





Notable B2B Instagramers:Notable B2B Instagramers:

GE's Instagram content has a strong focus on technology developments, complemented with detailed commentary in non-scientific language.

Carefully considered, detailed snapshots with evocative photography have elevated GE's Instagram following to over 137,000.

GE's Instagram content has a strong focus on technology developments, complemented with detailed commentary in non-scientific language.

Carefully considered, detailed snapshots with evocative photography have elevated GE's Instagram following to over 137,000.

General Electric General Electric






Deloitte Digital's Instagram account is filled with light-hearted snaps of personnel in informal settings.

The company's "Impact Day" - Deloitte's celebration of commitment to community investment - is recorded in their Instagram account.

Deloitte Digital's Instagram account is filled with light-hearted snaps of personnel in informal settings.

The company's "Impact Day" - Deloitte's celebration of commitment to community investment - is recorded in their Instagram account.

Deloitte DigitalDeloitte Digital






Caterpillar stradles the unlikely bed-fellows of heavy construction equipment with fashion brand.

Their Instagram account focuses more on the former category.

Caterpillar stradles the unlikely bed-fellows of heavy construction equipment with fashion brand.

Their Instagram account focuses more on the former category.

Marcosa S/A Caterpillar Nordeste

Marcosa S/A Caterpillar Nordeste






Proponents of Inbound Marketing, software specialists Hubspot's raison d'etre is the creation of social media content to attract interest.

A recent Inbound Conference in Boston, hosted at the Hynes Convention Centre is documented extensively on Instagram.

Proponents of Inbound Marketing, software specialists Hubspot's raison d'etre is the creation of social media content to attract interest.

A recent Inbound Conference in Boston, hosted at the Hynes Convention Centre is documented extensively on Instagram.

HubspotHubspot





Notable B2B Instagramers:Notable B2B Instagramers: AdobeAdobe

Adobe, the dominant global force in digital marketing and digital media solutions, uses Instagram to promote its Creative Cloud - Adobe's cloud-based digital creative tools service - as well as coverage of CS6, the latest incarnation of their Creative Suite.

Adobe, the dominant global force in digital marketing and digital media solutions, uses Instagram to promote its Creative Cloud - Adobe's cloud-based digital creative tools service - as well as coverage of CS6, the latest incarnation of their Creative Suite.






Danish business conglomerate's global container division Maersk Line, part of the A.P. Moller – Maersk Group has a strong social media focus in its corp comms to the extent that Maersk's CEO has a framed Instagram wall in his office, packed with Instagram images of the company's products and activities.

Danish business conglomerate's global container division Maersk Line, part of the A.P. Moller – Maersk Group has a strong social media focus in its corp comms to the extent that Maersk's CEO has a framed Instagram wall in his office, packed with Instagram images of the company's products and activities.

Maersk LineMaersk Line





SummarySummary

Recent early studies suggest that visual content is more memorable and promotes brand engagement in a more compelling way compared to text only micro-blogging:

One study by Comscore states that Instagram has 7.3 million daily users in the U.S., compared to 6.9 million on Twitter.

As a B2B communications tool Instagram offers the brevity and spontaneity of instant text messaging but with the added advantage of visual - and therefore more memorable and evocative - content.

Recent early studies suggest that visual content is more memorable and promotes brand engagement in a more compelling way compared to text only micro-blogging:

One study by Comscore states that Instagram has 7.3 million daily users in the U.S., compared to 6.9 million on Twitter.

As a B2B communications tool Instagram offers the brevity and spontaneity of instant text messaging but with the added advantage of visual - and therefore more memorable and evocative - content.





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Is instagram the next big thing in b2b?

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