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Book Details
 256 p
 File Size 
 1,289 KB
 File Type
 PDF format
 2014 by Jason G. Miles 

The world is migrating to smart mobile devices. Are you ready?
These powerful new handheld tools include iPhones, iPads,
Kindles, and similar Internet-enabled products. The worldwide
adoption of these web-enabled tools is revolutionizing the online experience,
including social media marketing.

Chances are, most people you know have a smartphone and several
“i” products, too. How people access your website is shifting radically.
In the fourth quarter of 2011, we saw a simple illustration of this
fact that might surprise you. On September 9, 2012,
reported that Apple’s revenue from iPhone sales alone exceeded all of
Microsoft’s product lines combined. iPhone revenue for the 12 months
prior was $74.3 billion, whereas Microsoft revenue was $73 billion. The
iPhone business, if it were a stand-alone company, would be a Fortune
500 powerhouse. It would appear that the once dominant computer
giant Microsoft and all that it represents is being dwarfed by smartphones,
not to mention tablets such as the iPad and Kindle Fire.

How does Instagram fit into this picture? This book is about leveraging
the first social media site “born mobile” to create your first mobile
marketing campaign. Instagram is your gateway drug to becoming a
hard-core mobile marketer.

In the fall of 2012, Instagram surpassed 100 million users and
shocked marketers into realizing that this massive migration to mobile
is real—and is happening more quickly than we might have expected.
You might be wondering, Why exactly should I learn how to use Instagram
to market my business? It’s a good question and one that you shouldn’t ignore.
You need to decide if migrating to mobile is right for you. We are
all in some form of social media overload, aren’t we? So adding another
social media site, even if it is low maintenance, can seem like a burden.
At my company, Liberty Jane Clothing, we decided it was important
for us to be on Instagram after learning a set of surprising facts. This
book chronicles our journey as well as the journey of other early adopters
who are seeing solid success as a result of their Instagram work.
Wondering what those facts were? Ready for a pop quiz? Let’s see how
well you do answering these questions:
1. How many cell phones exist worldwide?
2. How many of those are smartphones (i.e., capable of Internet browsing)?
3. How fast did the percentage of smartphones grow in 2012?
4. What percentage of U.S. adults owned a tablet or e-reader in 2009,
and what did that number grow to in 2012?
5. By 2013, what is the expected number of tablet users?
6. Does Internet traffic from mobile devices exceed that of desktop
web surfers in any large country?
7. What percentage of overall Internet traffic comes from smartphones?
8. Which is faster, the 4G LTE mobile network or high-speed DSL for your home?
9. On Black Friday 2012, what percentage of shopping occurred on
mobile devices, and what was that number two years prior?
Let’s see how you did answering the quiz and walk through the answers
to these questions together. You might be surprised at the results.
■ Question: How many cell phones exist worldwide?
Answer: According to analyst Mary Meeker, at the end of 2012
there were 5 billion cell phones in use globally. She published
the findings in her annual Global Trends Report. The planet
has 7 billion people, but many of them are children. So while
it is certainly true that not everyone on the planet has a cell
phone, most certainly do. For marketers, this fact is not only
shocking but also instructive.

I first realized how prevalent and powerful mobile phones were in
2008 when I went to the tiny mountain kingdom of Lesotho in southern
Africa. I saw very poor women in extremely rural areas walking in a
single-file line up to the top of a small hilltop. When I asked what they
were doing, I was told they were walking up to the high ground to get a
good cell signal to make a call. I was fascinated. There was no landline
phone service in these areas and no electric utility providers. We were
in the middle of nowhere, and yet cell phone technology had changed
these ladies’ lives.

I decided I had to learn more, so I met with several women who were
HIV/AIDS caregivers in their community. I asked them through a translator
if they used a cell phone, and they all said yes. I asked them if they
had their phones on them, and again they all said yes. Then they reached
into their blouses and pulled their cell phones out. Their practice was to
carry their cell phones in their bras and pull them out as needed. They
had a community system of using car batteries to charge their phones.
It was a system that worked for them and enabled easy communication.
That was more than five years ago now. I can only imagine how things
have changed and how they will change in the next few years.
■ Question: How many of those are smartphones?
Answer: In her report, Mary Meeker went on to state that 1
billion of the phones on the planet are smartphones.
■ Question: How fast did the percentage of smartphones grow in 2012?
Answer: Mary Meeker noted that smartphone adoption grew
in 2012 at a rate of 42 percent and that the trend is predicted
to continue. Imagine how our HIV/AIDS community caregivers
are going to respond when they have smartphones.
Will they be able to afford the data plan? If they could, I can
only imagine Siri on an iPhone trying to answer complicated
questions related to their work.
■ Question: What percentage of U.S. adults owned a tablet or
e-reader in 2009, and what did that number grow to in 2012?
Answer: It’s not just smartphones that are changing the
world. Tablets are a whole new option as well. In 2012,
roughly 29 percent of U.S. adults own a tablet or e-reader,
up from 2 percent less than three years previous (Meeker).
By 2013, the number of U.S. tablet users is expected to reach
99 million, according to That is roughly 33
percent of the population. So what is the conclusion? Bob
Parsons, CEO of, says “It’s a fact that the personal
computer as we know it today is going to go the way of the eight-track tape.”
■ Question: What percentage of overall Internet traffic comes from smartphones?
Answer: In India, mobile Internet traffic surpassed desktop
traffic in May 2012 (Meeker). That trend is occurring in other
countries as well and will continue to become the new normal.
It is not an exaggeration to say that the “current normal”
web surfing experience will soon be a mobile experience.
■ Question: Which is faster, the 4G LTE mobile network or
high-speed DSL for your home?
Answer: According to, in head-to-head
comparisons of which Internet services were the fastest,
the Verizon 4G LTE network performed better than highspeed
DSL. It was not as good as the top-tier cable services,
but price is a significant factor, so the conclusion was that
“there is no question that cable is the faster, if you can afford
the upper tiers . . . For the best deal, we ended up preferring
Verizon LTE for a steady 12–15 Mbps connection speed and smooth video.”
■ Question: What percentage of overall Internet traffic comes from smartphones?
Answer: Although there are conflicting estimates, the
amount of Internet traffic that is mobile based is remarkable
and growing quickly. In May 2012, Chitika, an online advertising
network, reported that roughly 20 percent of U.S. and
Canadian Internet traffic now comes from mobile devices.
Mary Meeker reported similar findings and said that in
December 2009, Internet traffic coming from mobile devices
was reportedly just 1 percent, but that three years later,
that number had grown to 13 percent. So the experts are saying
between 13 and 20 percent of all Internet traffic is mobile traffic.
I didn’t believe those numbers were accurate. They
seemed way too high. So I looked into our company’s website
statistics and found out some startling facts. Our primary
e-commerce site has roughly 500,000 page views
a month with close to 100,000 visitors. It’s not big by corporate
standards, but it’s a large enough data set to get
some good insight into what is happening. I’ll save those
findings for a more complete discussion on this topic in Chapter 18.
■ Question: On Black Friday 2012, what percentage of shopping
occurred on mobile devices, and what was that number two years prior?
Answer: If there is one national sales holiday in the United
States that should give us good insight into this trend toward
mobile devices, it’s Black Friday. Traditionally, the day after
Thanksgiving is a massive selling event. On Black Friday of
2010, 6 percent of online shopping occurred on a mobile device.
On Black Friday of 2012, that number skyrocketed to 24
percent. Within a few years, mobile shopping could be the
primary way in which consumers participate in Black Friday online sales.

Table of Contents
Acknowledgments xiii
Introduction xv
Chapter 1. The Mobile Native 3
The App Revolution 5
Your Tribe Is Sharing Photos 6
What Can You Do with Instagram? 7
Up Close with Liberty Jane Clothing 9
The Instagram Advantage 11
Chapter 2. Get Clicking on Instagram 13
Signing Up for an Instagram Account 13
A Marketer’s View of the Terms of Service 15
Basic App Navigation 16
Added Functionality 26
Chapter 3 Hashtags: Organizing a Chaotic World 27
A Brief History of Hashtags 28
Creating Hashtags 28
Research Trends in Your Niche 29
Find Prospects Using Hashtags 31
Join in the Sharing 31
Cautionary Tales 31
Hashtags Dos and Don’ts 35
Chapter 4 An Instagram Marketing Plan 39
Should I Use Instagram? The 5-10-20 Test 40
How Does Instagram Compare with the Top Social Sites? 41
A Basic Marketing Plan for Instagram 46
Chapter 5 The Social Network Hiding Inside Instagram 51
The Power of an Invitation 52
But Why Should I Help Instagram Grow? 53
Perfect People to Follow 54
Liking Images 57
Leaving Comments 58
Social Goals to Consider 59
Antisocial on Instagram 60
Chapter 6 Catalysts for Growth 61
Catalyst #1 (Positive). A New Service for Existing Customers 63
Catalyst #2 (Positive). Social Action 65
Catalyst #3 (Positive). High-Quality Images 66
Catalyst #4 (Negative). Bad Profile Presentation 68
Catalyst #5 (Negative). Poorly Chosen Images 69
Chapter 7 A Copywriter Walks into the App Store 71
Writing Opportunities on Instagram 72
How to Get Words on Your Pictures 74
Common Myths 76
What Would Joe Sugarman Do? 77
The Copywriter’s Goal 78
The Copywriter’s View of the Basic Tools 79
The Copywriter’s Environment 80
Taking Copywriting to the Next Level 80
Chapter 8 Instant Buying Decisions on Instagram 83
12 Common Buying Triggers Found on Instagram 84
Five Levels of Connection to a Message 87
Why You’re Not Buying It 89
Weaving It All Together 91
Chapter 9 Instagram for Nonprofits and Service Providers 93
Unique Benefits of Being Mobile 94
Capturing the Nonprofit Mission Visually 94
Four Steps to Marketing a Service on Instagram 99
Up Close with Laura Lawson Art 100
The World Needs Your Service 104
Chapter 10 Branding on Instagram 105
Invisible Brand Elements 105
Visible Brand Elements 108
The First-Impression Test 108
Leveraging Instagram to Strengthen Your Brand 109
Visual Brand Strategies in Instagram 110
Indirect Brand Strategies in Instagram 111
Up Close with Dakota Mechanic Studios 111
A New Positioning Goal 114
Chapter 11 Display Ads on Instagram 117
It’s Cool If It’s Cool 119
Display Ad Techniques 119
Prompting Action 123
One Ad, Many Distribution Channels 125
Up Close with Alphabet Bags 126
Chapter 12 Using the Power of Free 129
Free Versus Discounting 130
Strategies for Using Free Items 131
The James Bond Approach 137
Using Instagram to Promote Free Products 138
Up Close with La Petite Magazine 138
Chapter 13 Multistep Campaigns 141
The Origin of the AIDA Model 141
Fred Macey’s Breakthrough in Advertising 142
The AIDA Model Goes Serial 142
The AIDA Model Goes Postal 143
The AIDA Model Goes Virtual 143
Jeff Walker’s Breakthrough Adaptation 144
The AIDA Model on Instagram 144
Up Close with the Little Janes Product Launch 147
An Integrated Visual Product Launch 150
Chapter 14 Integrating Instagram with Your Website 155
The Two-Way Street 155
Getting People from Your Website to Their Phone 156
Two Paths, Two Experiences 157
Ready for a Mobile User Experience? 158
Your Website’s Primary Purpose 158
Your Website’s Primary Method 159
Your Website’s Primary Metric 159
Lessons from Liberty Jane Patterns 159
Think Funnel 161
Traffic Conversion and Analysis 162
Integrating Instagram into Your Site 163
New Methods 165
Chapter 15 Instagram as Part of Your Social Strategy 167
Go Big or Don’t Go 169
Why Instagram Might Be Ideal for You 169
Instagram and Facebook 171
Instagram and Pinterest 172
Instagram and Twitter 174
Migrating Followers 175
A Social Snowball 176
Chapter 16 Local Marketing with Instagram 179
The Migration to Local Marketing 179
The Two Tools Available for Local Marketers 180
Six Ways to Engage Locally with Instagram 180
Restaurants and Instagram 184
Up Close with United Generation Youth Ministry 184
Chapter 17 Complementary Apps and Websites 191
Desktop Viewers 192
iPad Tools 193
From Images to Physical Products 194
Sales Management Platforms 196
Photo Management Utilities 196
Geotag Mapping Utilities 197
Hashtag and Follower Management Utilities 197
Integration Management Utilities 198
Photo Editing Apps 198
Personal Productivity 199
Chapter 18 Analyzing Your Instagram Work 201
A Goal-Oriented Approach 202
Analytics Tools 202
Answering the Basic Questions 208
Reaching Data-Driven Goals 210
Conclusion 215
Index 221

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The Shift in Social Behavior
This is all interesting, and possibly even shocking, but you might be
asking, How does this relate to a book about marketing on Instagram? The
answer is simple. As mentioned at the beginning of this Introduction,
Instagram is the first social media site born mobile. While most social
networks have a mobile app that allows users to access their accounts
effectively, Instagram was conceived and created exclusively for that
purpose. Learn Instagram marketing, and you’ll be well on your way to
learning the whole new world of mobile marketing.
In the upcoming chapters, you’ll learn:
■ How to get up and running on Instagram
■ How to create a marketing plan
■ How to leverage the social networking attributes of Instagram
■ How to use the site effectively for advertising
■ How to launch products
■ How to measure and track all your work
Instagram provides an opportunity for you to bring your company
into the new mobile revolution without complexity or drama. So keep
reading and let’s see how quickly we can get your Instagram marketing
efforts up and running.
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