Date post: | 12-Apr-2017 |
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Measuring the “Telling” in the Selling of the StoryClassifying Instagram Imagery for Internal Benchmarks
Dr Stephen DannSenior LecturerAustralian National University
Instagram: The Whole Box and Dice
Bypassing the usual suspects…
Likes | Comments | Shares | Followers
What was the story we told?
Does it match what we intended to say?
Content analysis for the masses
If a picture paints a thousand words… do #corporate #selfies amount to much?Instagram is a storytelling platform that sells the brand, tells the story, and connects the customer…
Visual prompts for audience “ah” and “aha!” moments
It’s all about the connection from the content… so how do we demonstrate the content is going according to plan?
Time to assist the creatives
Social media is accountable to…
Management.
Brand strategy.
Corporate goals.
Measure the story as told
Not as foretold The medium is the message, and the message is often medium – neither rare,
nor well done- with apologies to Ernie Kovacs
All the world’s an instagram page…
The Promotion Plan Implementation?
We know how to tell a story
The Backstory
First, assume that we have a strategy
Second, assume we’re privy to that strategy
Third, measure outcomes against intention
Fourth, what got done gets measured.
And it goes a little something like this…
1. Capture Instagram timeline
2. Preparation
3. Replication ft Field Work
4. Quantifications
Sensible shoes and fully charged accessories are key to mystery shopping data collections
Capture
Capture your timeline with Save-o-gram
Print to PDF from Save-o-gram
Print “Multiple”
“9/16/25 images a page”
Congrats! You’ve got a code book
From this…
To this…
Grab that Timeline!
Supermetrics (www.supermetrics.com)
Paid service ($).
Does the job.
Captions, links, filters and more
Preparation
Potential Promise
Any image that looks attainable
Not Promise
Clearly sold separately
Actual
Any regrammed or repost.(It’s hardly unattainable if someone’s already done it)
Replication
This is where we break out the mystery shopper methodology
• Boots on the ground
• iPhone in hand
• iPad / code book in other hand
Test to see if photos are attainable, feasible, or require backstage access
Field Capture
Hamleysofficial Hamleysofficial
Field Capture
Quantifications
Pre Coding
Regrammed
Out of Camera
Post Coding (Realism Frame)
Realism : Photo we could take
Broken Promise: Photo that was impossible
Aspirational: The Living Dream
From the field workFour clear message positions
(derived from three theme parks, twelve arcade stores, six shopping chains, two market stalls, and one airlines across five countries, two islands and three
continents…) Performance
In-Camera Prepared
Earlier
Promise
Attainable Realism Regrammed
Unattainable Aspirational Advertorial
All four are equal in valueNo content approach is superior on inherent merit.
They’re all equally bad if they’re not measureable or aligned with goals
Type 1: Aspirational (Intentionally Unattainable)
Demonstrably staged
A reflection of “what could be”
behind the Scenes
idealised settings
Does the caption support the unreality?
Type 2: Advertorial
Advertorial:
• created outside of the camera
• eg adverts,
• Brand marks
• non-photo content
Type 3 Regrammed :
An image taken by a fellow user and regrammed
• The perfect reflection of reality
• Shows the “as is” side
• Could be a terrible idea for the referent brand selling the unattainable heights
Does the caption acknowledge the original photographer?
Type 4: Realism
Any image that could feasibly be taken by a consumer
• Field Test Materials
• Identical
• Next Nearest
Does the caption encourage and support pursuit of the type of photo?
Field Test
Mistyped: Broken Promise
It’s moment when you miss the audience
• Unintentionally Unavailable
• Over promise
• Looks reasonable, proves unrealistic
• Doesn’t have to be a deal breaker
• Does induce subtle doubts
Quantify: Measurement reality and back again
Regrammed Realism Broken Promise Aspirational Advertorial
Representing Data
Type N count Percent Normalised
Regrammed 23 11% 0.18
Realism 128 59% 1.00
Broken Promise 14 6% 0.11
Aspirational 32 15% 0.25
Advertorial 21 10% 0.16
218
Regrammed
Realism
Broken PromiseAspirational
Advertorial
It makes for a lovely time series with event interval coding
Closing Remarks
Why do we need it?
• Quantify the story telling
• N of Promises Made, N+1 Promises Kept?
Measuring the “Telling” in the Selling of the StoryClassifying Instagram Imagery for Internal Benchmarks
Dr Stephen DannSenior LecturerAustralian National University