growing instagram results through partnerships, liz kennedy, social fresh conference 2016
TRANSCRIPT
Growing Instagram Results Through PartnershipsLiz Kennedy, DirectorContent Strategy and Social Media
2TFW YOU WANT TO GROW YOUR INSTAGRAM
Since 2003, the original NYC food tech innovatorFirst to market disruptorOmni-channel delivering better, fresher, faster from the farm to customers
3WHO IS FRESHDIRECT
Digital-only business Original food tech innovator in NYC since 2003First market disruptor, but was missing out on an opportunity (social)How does a little regional brand partner with major national brands to grow their social audience to capitalize on social media? (show partner slide: FOOD52, Refinery29, @NYC, Modern Farmer, TODAY show, DailyBurn, Flywheel, WTRMLN Water, The Fat Jew, key personal brand influencers, etc.)STAT on Instagram growth since launching partnerships
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4FreshDirect Fab 4 For Instagram SuccessMAKE A SOCIAL SPLASH#Partner #Delight #Disrupt #Evolve
#Par tner5Challenge: HOW DO YOU GROW INSTAGRAM WITHOUT A HUGE STAFF Or budget?
Fresh formula: social partnerships + great content6THE FRESHDIRECT DIFFERENCE
300FOLLOWERSIN 201411.8KFOLLOWERSTODAY
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718%offline19%Social media17%men20%women14%men25%women
Why Partner?168MILLION TAGGED #FOOD ON INSTAGRAM*SOURCE: *Source Business.com 1/2016
Partners help you get there faster
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8What does a FreshDirect instagram partner look like?Replace photo
Food: The New Status SymbolFrom Now to HowCooking CountsMore Life, Less HassleWHOAn influencer, celebrity, or brand willing to collaborate on a social campaign that is authentic to both parties.
KPIsGrowthAwareness ImpressionsContent TestingPressTip: Be radically transparent on how you define partnership and KPIs for your brand.
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9Money Cant Buy You LoveFeature on homepage, print, swag, exclusive products, sneak peeks
Tip: Get creative. Think beyond $$$.Challenge: I HAVE NO BUDGET!
Food 52 we sent them a CSA box cooking lunch for their office9
#Delight10CHALLENGE: HOW DO YOU DECIDE WHICH PARTNERS TO WORK WITH AND WHEN?
Working with the best of the bestGREAT PEOPLE = GREAT PARTNERS11
FIND AND ADD INFLUENCER coffee and CAMPAIGN, watermelon water, big girl, small kitchen, today show, runway chef
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Choose partners you feelwill delight your followers
Look beyond your category for partnersTell them your storyDo you both feel it? Get excited to work together
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# followers + frequency
WHO ARE YOUR GREAT PARTNERS?
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13#Friendsgiving
Tip: The right people at the table make the dinner party.1.1MIMPRESSIONS917KREACH11 partners: some with THOUSANDS, some with Millions
11 partners some with 000s and some with MillionsWe added FD followers by371 new followers due to working with numerous brands for a single campaign
@NYC@breakfastcriminals@13
14#DisruptCHALLENGE: HOW TO TAKE RISKS (AKA HOW TO EXPLAIN THE FAT JEW TO SENIOR MANAGEMENT)
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Tip: Keep content native to your brand.OPPOSITES SOMETIMES ATTRACT
Results1K new customers+200% increase in ros sales
BIG RISK = BIG GAINSPressBLOOMBERGDaily NewsE! OnlineNew York magazineUs WeeklyTIP: When taking social media risks, make sure your KPIs are clear to your team.
White Girl Ros + Fat Jewish + Babe Walker
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18#EvolveCHALLENGE: HOW DO YOU KEEP THINGS INTERESTING WITH PARTNERS?
EVOLVING YOUR SOCIAL STRATEGY AS PART OF YOUR MARKETING IS CRITICALLiveEventsMulti-PartnerMulti-TouchMulti-DayVideo
Sometimes, more is better!
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20#FDLobsterParty
4MIMPRESSIONSINSTAMEET WITH 20+ PARTNERSTIP: Make social even more social!
BEYOND PICTURES: Instagram Video Partnerships
Tip: Continuously test new social products.
Find partners to collaborate on Instagram videos to share costs and increase views
Shamrock shake video
https://www.instagram.com/p/BC1XU2LOr-H/
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What Success Looks Like#SuccessCHALLENGE: HOW DO WE DEFINE SUCCESS MOVING FORWARD?
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23Tip: Create a story, not an ad for sponsors.#FD12DaysofCookies Sponsored by HersheysUNIQUE CONTENT
24Tip: Establish a calendar of content.CADENCE
Create a calendar with a cadence that makes sense for your business so you have a steady stream of partners and new eyeballs on your content.
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HOME PAGE EXTEND THE EXPERIENCETip: Tie social campaigns into larger brand priorities. EMAIL BOX INSERTS BLOG
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26MAKE IT EVEN MORE SOCIALTip: Don't forget to put a face to the handle.
27Success
THE RIGHT PARTNERS + CONTENT + CADENCE + REACH =Tip: Document content and track stats so you have a story to tell and benchmarks for your brand.
Make sponsored partnership activations feel authentic, not forced, so partners arent scared to be a part of it
Tip: Use tools that easily help you keep track of stats and screenshots of everything so you have a story to tell to sponsors
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28FreshDirect Fab 4 For Instagram Success#Partner #Delight #Disrupt #Evolve MAKE A SOCIAL SPLASH
#ThanksLiz Kennedy, DirectorContent Strategy and Social [email protected]