Instagram Insights: Maximizing Your Social Media Presence

1. Instagram Jonathan Montoya & Seth Polevoy

2. Social Media Hot topic survey • 1. While not surprising that Facebook is being used most frequently, by 98% of respondents, it was a little surprising that 87% are also using at least one of other platform. • 2. Instagram is being used by more practices than Twitter (65% vs 57%, respectively). This is especially surprising given Instagram being so new. • 3. With the amount of time spent, and what appears to be a focus on social media use by practices, they don't seem to be dedicating financial resources to their efforts. RealSelf is the exception, but 90% of practices are spending less than $500 a month on the other platforms. About 60% of RealSelf users spend less than $500 a month. • 4. Measuring and evaluating success of campaigns was a bit mixed, but there's always an area of opportunity for practices to better track patient referrals, spend, ROI, etc.

3. http://blog.hubspot.com/marketing/instagram-stats#sm.001r6c26a131ed1rzei18ao2xgx0phttp://blog.hubspot.com/marketing/instagram-stats#sm.001r6c26a131ed1rzei18ao2xgx0p

4. Agenda What Why How

5. What is Instagram? Instagram is an online mobile photo-sharing, video-sharing, and social networking service that enables its users to take pictures and videos, and share them either publicly or privately on the app, as well as through a variety of other social networking platforms, such as Facebook, Twitter, Tumblr, and Flickr.

6. “What” you should know • Social Media “light” • Pictures and Videos only • Videos just increase to 60 seconds (previously 15) • Recently released “Instagram Stories” feature • Other “fun” apps/features like Boomerang • Only clickable link is in bio • 2200 characters (roughly 400 words) in description • Data suggest fewer words is better • Hashtags # • The new magazines of the younger demographic • Instagram Insights (analytics) • Impressions, Reach, Website Clicks, Follower Activity • Iconosquare, Simply Measured, Sprout Social • Instagram’s new feed algorithm (Ads)

7. Why? We love taking photos. We always assumed taking interesting photos required a big bulky camera and a couple years of art school. But as mobile phone cameras got better and better, we decided to challenge that assumption. We created Instagram to solve three simple problems: • Mobile photos always come out looking mediocre. Our awesome looking filters transform your photos into professional-looking snapshots. • Sharing on multiple platforms is a pain - we help you take a picture once, then share it (instantly) on multiple services. • Most uploading experiences are clumsy and take forever - we've optimized the experience to be fast and efficient.

8. “Why” Everyone Cares • Just crossed the 500 million user mark - Instagram • Instagram’s user base is growing far faster than social network usage in general in the U.S. Instagram will grow 15.1% this year, compared to just 3.1% growth for the social network sector as a whole – emarketer.com • 28% of adult internet users used Instagram in 2015, up from 26% in September 2014 – Pew Research Center • 55% of young adults (ages 18–29) used Instagram in 2015, compared with 37% who did so in 2013 – Pew Research Center • Engagement rate • Facebook is below 1% • Instagram was as high as 4% (2014) but that has dropped significantly recently

9. “How” to-do Instagram • Business Profiles • Posting Strategies • Frequency • Time • Content • Text • #Hashtags • Ads • Engagement

10. Business Profiles “Contact” button next to the follow button

12. Business Profiles • “Contact” button next to the follow button • “Location” tag will be displayed underneath the current website link • open up a map showing the business location and enable users to get directions from their current location

14. Business Profiles • “Contact” button next to the follow button • “Location” tag will be displayed underneath the current website link • open up a map showing the business location and enable users to get directions from their current location • Insights

16. Business Profiles • “Contact” button next to the follow button • “Location” tag will be displayed underneath the current website link • open up a map showing the business location and enable users to get directions from their current location • Insights • Ads functionality

18. Posting Strategies • Frequency • The most common posting frequency for brands on Instagram is 11–20 times per month, with almost one-third of companies measured falling into that bucket (source: simplymeasured.com “Top 100 Brands”) • In a study of 55 brands, the brands posted an average of 1.5 times per day (source: unionmetrics.com) • By late 2014, 73% of brands were posting at least one photo or video per week, a 35% increase from 2012 (source: simplymeasured.com “Top 100 Brands”)

19. Posting Strategies • Time • The best times to post on Instagram are Mondays and Thursdays at any time except between 3:00–4:00 p.m. in your target audience's time zone. - Sproutsocial

20. Posting Strategies • Content • On Instagram, photos showing faces get 38% more Likes than photos not showing faces - Georgia Tech and Yahoo Labs • In a study of 8 million Instagram images, images with a single dominant color generate 17% more Likes than images with multiple dominant colors – Sproutsocial.com • On Instagram, images with a high amount of negative space generate 29% more Likes than those with minimal negative space – Sproutsocial.com • On Instagram, images featuring blue as the dominant color generate 24% more Likes than images that are predominantly red. – Sproutsocial.com

21. Posting Strategies Visual Eye Candy Shopifyreleased an infographic on the importance of color in marketing, and the research showed 93% of buyers cited “visual appearance” as the main reason for their purchasing decisions. To add to it, nearly 85% of buyers said color was the main reason for purchasing a specific product.

22. Posting Strategies • Text • There’s little correlation between caption text length and engagement rate on Instagram - Simplymeasured.com • Posts tagged with a location see 79% higher engagement than posts not tagged with a location - Simplymeasured.com • 50% of Text on Instagram Contains Emojis - Sproutsocial.com • The red heart is the most frequently shared emoji on Instagram, which is shared 79% more than the next most popular symbol, a smiling face with heart eyes - Curalate.com

23. Posting Strategies Hashtags # WTF? Most social media marketers will recommend using a max of two hashtags per post. When you start to hashtag every word in your caption, your post can seem like spam. - Sproutsocial.com In a study of 100 top brands, the brands' Instagram captions averaged 2.5 hashtags per post – Simplymeasured.com In one study, posts with 11 or more hashtags received nearly 80% interaction, compared to just 22% when using ten and 41% when using two. – QuickSprout.com

24. Hashtags Best Practice • #Hastags • Do be specific when using hashtags • Do cater hashtags to the social network you are using • Do come up with relevant, unbranded hashtags • Don’t go too long or too clever • Don’t have more hashtags than words • Don’t hashtag everything

25. Advertising Live Example

26. Advertising

27. Engagement • Videos • Contests • http://blog.wishpond.com/post/60369637650/10-amazing-small-business-instagram-contest-examples • Ask questions • User generated content (UGC) • Work Hard Anywhere • Brand Ambassadors • Instagram takeovers • https://later.com/blog/your-guide-to-hosting-an-instagram-takeover/ • Like and comment on other content • Before and After’s

28. Successful Case Studies Presented by Seth Polevoy and Jonathan Montoya

29. Interviews with Top Instagram accounts • Expert Mentor for Social Media • They post themselves – no outside company • Authenticity • Nothing ostentatious or phony • Patient Tracking Method • Ask every patient how they heard about the special/practice • In-Box fills up • Instagram Story Feature • Lots of re-posts from other physicians • Constantly Have New Content • Few seconds to make a first impression • They Understand Their Target Audience and Their Branding • Millennials

30. Millennials • 27% of Botox patients are under 35 years

31. Case Study #1 • Dr. Laura Devgan • https://www.instagram.com/nyplasticsurgeon/

32. Case Study #2 • Dr. Todd Schlifstein • https://www.instagram.com/drtoddfmg/

33. Case Study #3 • Dr. Lisa Airan • www.instagram.com/drlisaairan

34. Case Study #4 • Dr. Doris Day • https://www.instagram.com/drdorisday/?hl=en

35. Summary from Case Studies • Strong Branding • Constant New Content • Educational • Messaging • Call to action • Networking – followers/re-posts • People don’t want to be interrupted by marketers or harassed by salespeople. They want to be helped. - Hubspot

36. The next step in APC Social Media assessments Presented by Seth Polevoy and Jonathan Montoya

37. Data • Dataset – 16 Etna clients at varying levels of Facebook support across the US • Average # of FANS: 1717 • Average # of Engaged DAILY USERS: 28 • Average DAILY REACH: 671 • Average ENGAGEMENT REACH (Reach/Engaged Users): 5% • Average # of POSTS per month: 17 • Additional data points: • Average monthly FB referrals to website: 161 • Average monthly Ad spend: $150 • Average leads from Facebook a month: 23 • Average value per Facebook lead: $337.95 • Average total practice revenue per month from Facebook: $7772.85