#IconosquareBrandsInterview @polaroid 2/2 ________________________________________ Key Statistics ER (Engagement Rate): 12,46 Posts on Hashtag: 1,2M Average Number of Likes: 410 Average Posts per Week: 3 ________________________________________ Q: “Polaroid” is 75 years old this year, but has never been so active on the social networks. What are the key ingredients of your Instagram strategy? A: We do have an incredibly rich brand history filled with fascinating people and stories about Polaroid cameras and film. Celebrating our heritage, and bringing it forward, is a key part of what we’re doing today in social media. Our strategy on Instagram is highly content-driven. The mood is colorful, whimsical and simple—something we like to call the ‘Tuesday Afternoon Moment’. We’re also trying new things, like illustration-driven posts of classic Polaroid cameras. If we start with great content, we can then tap into Instagram’s potential to drive brand engagement, affinity and ultimately connect with the right communities. ________________________________________ Q: How do you measure your brand influence on Instagram? A: We’re fresh to analytics on Instagram, so in these first few months it’s been about measuring engagement and community growth. Today we’re measuring engagement based on the rate of interaction, or how many actions (likes, comments) the content receives proportinate to our fans. These first few months are critical to benchmark, evaluate and then adjust goals based on what the data is telling us. ________________________________________ Q: What strategies do you use to attract new Instagram followers and keep them engaged? A: Now that Polaroid has been actively participating on Instagram, we can focus on how to consistently grow our following and continue sharing great content. We’ve done some cross-promoting on the other Polaroid social channels, and on Polaroid.com. Our next endeavor will be seeking out the right communities of interest, and participating in a way that is natural, and makes sense for Polaroid. ________________________________________ Read the full interview on our blog: http://bit.ly/polaroid-ITW2

iconosquareさん(@iconosquare)が投稿した動画 - 2014/09/18 01:00:00