claudiabenassi's digital mix

Instagram is more than just an app adding vintage filters to your pictures and sharing them on other networks: it’s the crossroad where technology and human interactions meet, with, at its heart, the emotional connection, which makes it so powerful.

Powerful for brands that have a channel to communicate with their community in an emotional way, a way of strenghtening the love.

But there’s more than that: there’s also the power of the “# hashtag”, allowing for themed, convergent channels, the hub of “the shared love”.

There’s a big potential for brands to tap into the emotional and technological power of Instagram, with a good use of the “# hashtag” as a hub and it’s surprising to see so few examples, yet.

The best example so far is given by Ford, who has launched a campaign in Europe for the Ford Fiesta using all the above mentioned elements: the Fiestagram, in addition to more typical marketing tools, such as contests with incentives, prizes, etc…

There’s a channel on Instagram and a dedicated Facebook page.

And to make it more relevant and lasting over time, there are more than one #hashtag. There’s the main # for the contest, #fiestgram, and then there are different themes, where people will be asked to take pictures of selected items or situations and tag them accordingly, to make them participate to a weekly challenge. The aim is to highlight the technology, pleasure, special features, etc.. #hidden (for hidden gems), #listening, etc.. In other words: to share the love.

And here’s the challenge’s rules in video: wXme8JAMPwM

Another example that I really liked, mixing also some of these elements is given by Bergdorf Goodman, extracting all pictures on Instagram containing the tag #bgshoes and displaying them on an interactive map of New-York:http://blog.bergdorfgoodman.com/bg-shoes/. They ask people having bought shoes at their store to take a picture “of their shoes in NYC” and to upload it on Instagram with the tag. The result is a map “augmented” by a very special look of NYC, it’s beautiful, emotional, original and mixes the love of the shoes, of New-York, and, in the end, of Bergdorf Goodman!
So, it’s your turn now to imagine original campaigns, tapping into your customers’ love for your brand, to empower them and highlight the result!

UPDATE 24 Nov: seen on PSFK, more stat about the contest: “The submitted images appear in a Facebook gallery and the best submissions will be published on billboards and photography galleries across Europe. The contest has received over 11,000 images in just over 4 weeks and the winner will be announced December 9th.
UPDATE Jan. 24: a couple of weeks later, I stumbled upon this great article on MarketingProfs, written by Ann Handley (love her!), I had the feeling of reading the reflection of my mind! Except that it added an important notion that I forgot in my article: the notion of “story”. True. Just read the full article!
UPDATE Jan. 17: there’s been another innovative campaign using Instagram “power”: the bmibaby campaign, asking people to tag their pictures with specific tags related to their country. First I saw it was about “#myswitzerland”. This allowed thousands of – beautiful – pictures, with as many perspectives as there were peopple and pictures. It results into a destination catalogue made out of pictures taken by others, with a much more powerful impact.
And, also, as mentioned in the article, AirFrance embrassed Instagram too with a contest and beautiful pictures. See pictures below.
Did you notice other examples of brands using Instagram? Would you share them here? Or more personal experiences on Instagram?
Or would you just share your Instagram ID so that we can connect?
Mine is @clodia_me :)

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The Influence Landscape - mechanisms, driving forces, influencers, aggregators, networks , via @rossdawson

Tue, 24 Jan 2012 00:15:00 -0800

Originally posted on http://www.rossdawsonblog.com/Influence_Landscape_Beta_v1.pdf#

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Happy week-end! Huge amounts of snow in the #Alps!

Sat, 21 Jan 2012 05:07:54 -0800

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How To Promote An Event Online- helpful tips #digitalmarketing #PR

Tue, 17 Jan 2012 02:08:00 -0800

via rasmussen.edu

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The Dawn of the Relationship Era in Marketing | News - Advertising Age

Tue, 03 Jan 2012 04:11:00 -0800

via adage.com

Finally a - very - good article on trend in digital marketing and why.

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Inbound Marketing explained - #digitalmarketing (Infographic)

Mon, 19 Dec 2011 00:55:00 -0800

via socialmediaexaminer.com

Very useful infographic about trends in marketing.

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Effects of Social Media Strategies - Infographic

Mon, 19 Dec 2011 00:39:00 -0800

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Trend: social business | Edelman Digital

Fri, 16 Dec 2011 01:12:00 -0800

via edelmandigital.com

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#Sosoftware board meeting in Italy, defining strategy.

Fri, 09 Dec 2011 00:58:07 -0800

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Benefits of geo-marketing - infographic #digitalmarketing

Fri, 25 Nov 2011 00:59:00 -0800

via avijoseph.posterous.com

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The Business of Social Media – infographic #digitalmarketing

Thu, 24 Nov 2011 02:01:00 -0800

via frankmedia.com.au

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#love #instagram : technology and social network at its best #digitalmarketing

Tue, 08 Nov 2011 23:17:00 -0800

Instagram is more than just an app adding vintage filters to your pictures and sharing them on other networks: it's the crossroad where technology and human interactions meet, with, at its heart, the emotional connection, which makes it so powerful.

Powerful for brands that have a channel to communicate with their community in an emotional way, a way of streghtening the love.

But there's more than that: there's also the power of the "# hashtag", allowing for themed, convergent channels, the hub of "the shared love".

There's a big potential for brands to tap into the emotional and technological power of Instagram, with a good use of the "# hashtag" as a hub and it's surprising to see so few examples, yet.

There's a channel on Instagram and a dedicated Facebook page.

And to make it more relevant and lasting over time, there are more than one #hashtag. There's the main # for the contest, #fiestgram, and then there are different themes, where people will be asked to take pictures of selected items or situations and tag them accordingly, to make them participate to a weekly challenge. The aim is to highlight the technology, pleasure, special features, etc.. #hidden (for hidden gems), #listening, etc.. In other words: to share the love.

See the full gallery on Posterous

And here's the challenge's rules in video: http://youtu.be/wXme8JAMPwM

Another example that I really liked, mixing also some of these elements is given by Bergdorf Goodman, extracting all pictures on Instagram containing the tag #bgshoes and displaying them on an interactive map of New-York: http://blog.bergdorfgoodman.com/bg-shoes/. They ask people having bought shoes at their store to take a picture "of their shoes in NYC" and to upload it on Instagram with the tag. The result is a map "augmented" by a very special look of NYC, it's beautiful, emotional, original and mixes the love of the shoes, of New-York, and, in the end, of Bergdorf Goodman!

So, it's your turn now to imagine original campaigns, tapping into your customers' love for your brand, to empower them and highlight the result!

UPDATE 24 Nov: seen on PSFK, more stat about the contest: "The submitted images appear in a Facebook gallery and the best submissions will be published on billboards and photography galleries across Europe. The contest has received over 11,000 images in just over 4 weeks and the winner will be announced December 9th.

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#Instagram #infographic

Tue, 08 Nov 2011 02:42:00 -0800

via minutebuzz.com

Instagram is more than just an app with filters.. It's a true social network, with high emotional connections power. I see big opportunities for businesses: the magical mix of # (hashtag, the hub), the story by the image and the emotional connection.

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Trend: "DEALER-CHIC" #digitalmarketing

Tue, 08 Nov 2011 02:39:00 -0800

via trendwatching.com

Great article about "hyper-local" marketing and the "hype of deal-hunting", with lots of platforms and local examples. Source of inspiraiton for many -local- businesses

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