UGBA 198 Group 7 Imoji Instagram Research & Recommendations

PERFORMANCE| VISION, MISSION, GOALS | CAMPAIGNS | STRATEGY| TIMELINE | CONCLUSION

Performance

Key Performance Indicators • Number of Followers: 14.3k• Number of Posts: 210• Daily Frequency: on average one post per day (5-8

per week)• Number of Likes: on average 400 likes per post• Number of Comments: 0-50 on average with top

posts having upwards of 100+• Engagement Ratio: # of likes on average / #

followers= 400/14.4K= 2.7 %

PERFORMANCE | VISION, MISSION, GOALS | CAMPAIGNS | STRATEGY| TIMELINE | CONCLUSION

Vision, Mission, and Goals

Vision• Become a household name as the #1 custom emoji-

based instant messaging app on Android & iOS.

Mission• Allow users of all ages to create unique custom-made

imojis to share by text, integrated messenger apps, and through a variety of social media platforms.

Goals• Grow overall user base • Build brand awareness for imoji in both existing

community and with new users• Engage current users with new content and get them to

promote / share the app with more friends• Re-engage old users who may have forgotten about the

brand or company

EXECUTIVE SUMMARY | VISION, MISSION, GOALS | CAMPAIGNS | STRATEGY| TIMELINE | CONCLUSION

Instagram: Campaigns Coachella 2015

- Posting images surrounding this very popular event attended by over 500,000 people- Many musicians performing at Coachella could be utilized to create engaging content

MTV Movie Awards:

- On April 12, 2105 Over 2 million tuned into this awards show - Posting images after this popular event- Already creating buzz about fashion, winners, and performancesFast and Furious

7- This popular movie received over 800 million dollars in the worldwide box office- Creating images following the release of the movie (peak of popularity) with appropriate hashtags

PERFORMANCE | VISION, MISSION, GOALS | CAMPAIGNS | STRATEGY| TIMELINE | CONCLUSION

PERFORMANCE | VISION, MISSION, GOALS | CAMPAIGNS | STRATEGY| TIMELINE | CONCLUSION

Instragram: Strategy

What content do teens engage with most?Amusing/funny content, images that reflect teen life, pop culture references, “cult” posts

Stay on Top of Pop CultureUse recognizable figures and relevant pop culture news in

images and mash-ups. Connect to audiences by posting quickly after

events with relevant hashtags.

Keep it FunnyUse humor to engage current

followers and encourage sharing. Keep things relevant and use

content which is relatable and widely known.

Utilize Strong “Cult” FollowingsUtilize content specifically targeted

to teen brands with intense fan bases, typically with high

engagement rates: Harry Potter, Twilight, Hunger Games, etc.

EXECUTIVE SUMMARY | VISION, MISSION, GOALS | CAMPAIGNS | STRATEGY| TIMELINE | CONCLUSION

Instagram: Weekly Timeline

MONDAY: “Light-hearted & Funny Posts”Ex: cats, dogs, funny quotes, celebrity mash-ups

TUESDAY: “Pop Culture Posts” informative postsEx: pop culture events, popular movies & songs

WEDNESDAY: “Cult Posts” targeted to niche groupsEx. Harry Potter, One Direction, Justin Bieber fans

THURSDAY: “Throwback Thursday” postsEx. Old popular posts

FRIDAY: “Getting Ready” for the weekend posts Ex: party, road-trip, camping, friends,

Consistent content is important:• Establishing

content culturally relevant to teens

• Doesn’t create confusion among fans, a predictable but engaging calendar

• Encourages users engagement: what teens consume = breaking pop culture news, funny content, quirky/cute images

PERFORMANCE | VISION, MISSION, GOALS | CAMPAIGNS | STRATEGY| TIMELINE | CONCLUSION

Timeliness & Frequency: Content should also be tailored for the Holidays and special events and should aim for 2x posts per day.

PERFORMANCE | VISION, MISSION, GOALS | CAMPAIGNS | STRATEGY| TIMELINE | CONCLUSION

Conclusion

How will these recommendations increase Imoji’s fan base?

• More active engagement with users (specifically teens)• Greater engagement with dedicated fans in niche groups• Increased chance for virality with relevant hashtags• Higher chance for comments, likes, and shares with increased

frequency

What changes should be enacted on Imoji’s Instagram?

• Increased frequency (2x posts a day)• Focusing on celebrity culture w• Emphasize cult groups (Harry Potter fans, Kim Kardashian fans,

Hunger Games fans…)• Act fast! Post quickly after major pop culture events with relevant

hashtags (Oscar’s, Coachella, movie release like Furious 7 or Star Wars, etc.)

Questions?