崛起的移动营销,2个Instagram品牌运营案例

编辑导读

国内现在社交网络产品越来越多,而类似图片分享的移动应用也非常的多,其中有大家熟悉的instagram,还有如图钉、weico+、微信的朋友圈、微博等提供独特滤镜的图片分享应用。但是这么多应用前,企业施展拳脚的机会并不多,其原因可能有目前的成功案例不多;没有一个成熟的ROI体现;渠道太多企业还来不及去适应等等。文章中的奥迪和Sharpie的Instagram应用案例或许可以给你在这些社区里展现你的品牌,一些启发。

写在前面的话

最近,因为微信公众平台开放注册,国内社会化营销界掀起了一阵移动营销的话题热潮。移动互联网一直是科技界备受关注的话题,而作为一名移动互联网的深度观察员,我来带大家看看国外的品牌是如何利用Instagram来展开营销活动的。

有关注移动互联网新闻的都应该知道,在4个多月前扎波的Facebook以10亿美元的价格收购了Instagram以加强其在移动终端和图片方面的实力。而Instagram也不负众望,借助Facebook的用户优势在7月尾声注册用户数突破8000万,独立访客从六月底的1650万增长到七月底的2270万,并且成为了流量增长最快互联网网点。

相关文章: [SocialBeta专访]聚焦@爱微拍—下一个视频版的Instagram?

[解读]3个Facebook重磅收购Instagram后要面对的问题

根据SimplyMeasured的统计显示,有开通社会化媒体账号的国际100强品牌中,使用Instagram的达到40%,仅次于Pinterest的51%。那么,国外品牌究竟如何利用Instagram来达到宣传品牌的目的呢?下面我们一起来看看Audi和Sharpie的Instagram官方账号运营案例吧。

#1让粉丝参与互动的Audi 

没有MTV的865k个粉丝,也没有STARBUCKS的802k个粉丝;Audi凭着约121k的数量,和粉丝展开热情互动,在Instagram上赢得了越来越多的赞许声。根据SimplyMeasured的统计显示,7月22日至7月28日期间Audi发布了9张分享图片,带来了超过80k的粉丝互动量。

根据我的观察统计,Audi的Instagram官方账号8月份每条Po文有约11000个「likes」和 230个评论,也就是说约每十一个粉丝就至少有一个参与互动。虽然@MTV的粉丝数是@Audi的8倍有多,但「likes」和评论数也只是比@Audi多一倍(而且@MTV还整天都发一些帅哥美女明星的照片来吸引粉丝)。在不到一个月的时间里,@Audi的粉丝数就从100k增长到现在的121k。

那么Audi究竟是怎么做到的呢?

@Audi不像其他的品牌商家那样,以广告和推销活动为主的图片展示方法来运营Instagram。@Audi用的每一张图片都是精挑细选出来,并结合品牌的特性和车款的故事来发布。同时,@Audi也会运用Instagram独有的滤镜、出色的标题文案和标签来吸引粉丝的关注。例如发布一款新车的时候,他会人性化地让你和他「Say Hello」打招呼,然后再简单介绍一下这款车。他还会根据车款和图片的风格,用不同的标题文案来展示不同车款的特性。

除了日常的Audi汽车图片分享外,@Audi还会举办一些互动活动来提高粉丝的参与度。例如最近为了庆祝粉丝数达到100k的#InstaAudi活动:让粉丝上传自己的Audi产品的原创图片,然后用#InstaAudi标记发布到各自的Instagram;@Audi会选出最受欢迎的照片并制作成电话保护壳送给粉丝。活动举行一个星期有接近1000个粉丝的参与;截止到8月26日,我搜索到了超过2000张有#InstaAudi标签的图片,而活动才展开两个礼拜多的时间。

#2 展示产品个性的Sharpie

说到Sharpie这个品牌,相信很多人绝对是听都没有听过(除非你是苦逼的设计师)。Sharpie是一个专注生产马克笔的品牌,并不属于国际100强品牌之列,更不用说像@Audi那样挤进Instagram粉丝榜前十了。粉丝数只有看起来可怜的30132个,在Instagram移动端上甚至还不能用数字加k来简写呢。但是Sharpie的Instagram官方账号8月份平均每条Po文却有1100个「likes」和20条左右的评论。

能获得如此多人喜爱的原因相信不用说你也都猜到了,就是利用自己的产品来说话。作为一个马克笔的生产商,品牌推广的最好方法就是利用产品来展示成果。@Sharpie每天会发布一张利用自己的产品来绘制的涂鸦,而这些涂鸦都是具备各种艺术情调和品牌文化的个性图案。有时候Sharpie还会以漫画的形式和粉丝分享一些搞笑的故事。

当然,除了漫画以外,@Sharpie会不定时以艺术的风格发布一些自己的产品照片以此来加深粉丝对产品的印象。在提高粉丝参与度方面,@Sharpie会结合图片所要表述的内容以提问的方式和粉丝展开互动;对于一些可爱粉丝的回答,@Sharpie会选择性地回复来巩固彼此的情感。

综合以上的两个案例,Instagram运营的关键在于一张有趣的图片和一段拟人的文案;也就是在内容的选取上面要做足功夫,然后再不定时地来点小活动和粉丝保持互动。因为没有转发传播图片的功能,Instagram更加注重和粉丝之间的互动,有助于品牌通过评论来了解粉丝的喜好。

写在最后的话

随着越来越多大牌明星的频繁入驻,国内的Instagram用户也开始逐渐增多。移动平台即将成为品牌争相抢占的营销地点,企业也应该开始考虑上面的规划和布局了。国内的移动互联网是个广阔无比的世界,不只有微信一家适合从事营销活动。企业需要慢慢了解以适应这个环境,从而去寻找最适合自身发展的平台。

本文来自@SocialBeta 的原创作者 @開飯同學

本文链接:http://www.socialbeta.cn/articles/instagram-case-studies-audi-2012.html

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