Social Soup - Social Booster Presentation

WHAT IS
SOCIAL
SOUP?
We are an
influence
platform with a
highly engaged
community
we guarantee
greater insights
and impact
• Social Soup is an influence
platform. We have direct,
active relationships with an
ever growing 150,000
engaged people ranging from
peer influencers to top tier
social influencers
• Social Soup can uniquely
target the right people with
particular behaviours and
networks
• With this network we can
develop insights campaigns,
trial or sharing occasions to
build or launch new products.
• We have a technology platform
built for live insights, analysis
and sharing
• Our influencers create shared
experiences which lead to
significantly higher impact and
with high engagement we
achieve greater insights
• Our campaigns target people
who will create social content
(real user generated content)
from their experience and
share with their networks with
high impact creating scale
• We manage the entire process
from recruitment selection,
fulfillment, community
management/communication,
collateral design, insights and
reporting making the process
easy for you

2
AGENDA
How to create
successful
Influence
campaigns with
Social Boosters
Understanding instagram
and the media landscape
Who are Social Boosters?
What motivates Social
Boosters?
How do Social Boosters
want to work with brands?
A framework for
successful Social Booster
Campaigns

44
INSTAGRAM LAUNCHED IN 2010
3 months to one million users
Acquired after 551 days
Had never made a cent
Employed a dozen people
$1 billion

5
Instagram usage has doubled
in the past four years

66
26% of the Australian Population
active on instagram
50% 18-29 yr olds active
(Sensis 2015)
60% Of users are Female
251 Average no. followers
(Instagram Data 2015)

7
Instagram usage has doubled in the
past four years
Daily Social Media Usage Over Time (%)
D1. How would you describe yourcurrent use of the following social media platforms? Base: Totalsample, n>1000 forall waves
92
97
31
65
56
51
21
1717
9
53 3
0
10
20
30
40
50
60
70
80
90
100
Wave 1
(Nov'12)
Wave 2
(Dec'13)
Wave 3
(Jan'15)
Wave 4
(Jan'16)
Facebook
Instagram
Youtube
Snapchat
Twitter
Google+
Pinterest/LinkedIn

9
Academic research on Instagram finds
four key motivations for use
CONNECT DOCUMENT
COOLNESS CREATE
Instagram: Motives for its use
and relationship to narcissism
and contextual age,
Pavica Sheldon,
Katherine Bryant
Computers in Human Behavior
Dec 2015

10
The rise of creative power corresponds
to the growth in instagram
“The creative individual is no
longer viewed as an iconoclast.
He — or she — is the new
mainstream.”
― Richard Florida, The Rise of the Creative
Class--Revisited: 10th Anniversary

11
62% Visit to be
inspired
58% Instagram
makes them
laugh, dream, or
think differently
Instagram research with Sparkler
2,000 people ages 18–34 across
France, Germany and the UK
2015

12
• Instagram is a place people go
to be inspired and inspire
• People want to create and be
creative
• It is widely seen as one of the
least trolled places on the
internet
Instagram is a
positive place
people love

13
Why is instagram
IMPORTANT FOR BRANDS

15
TRUST IN
MEDIA THE
LOWEST OF
ALL
INDUSTRIES

84
37
32
26 25
22
16
14 11 10
8
Friends
& family
Consumer
reviews
Social
media
TV In-store
display
Expert
reviews
Mags Blogs &
Forums
Brands
own
website
Radio Email
Friends & family,
consumer reviews and
social media are the
most trusted channels
“Which sources do you trust when making a decision to buy/try new grocery and household
products?” Base: All respondents: n=547 All figures % 18

We trust each other
more than any
brand message
19

20
Incredible growth of instagram
Tapping into people powered media
channels is even more important now
Who is driving the user generated
content and inspiring the masses?

What is a
Social Booster?
1 Someone who has focused
on developing a following
through quality user
generated content (UGC)
2 Up and coming influencer
who retains high
engagement and
authenticity (1k-50k)
3 Doing it for passion and
purpose before commercial

Research Overview
Research across
125 social boosters
in Social Soup community
(1,000+ Instagram followers)
Surveyed across
Nov – Dec 2015
22

24
@girleatsmelbourne
I draw inspiration from
my local area and I’m
passionate about great
restaurants so what
started as a hobby has
become almost a full
time instagram
obsession but I love it
“

25
@sydneyfoodlover
Some would say Nilu is
living the dream
experiencing food all over
Sydney. Her instagram
following and content has
grown effortlessly and
organically and is truly
passionate about the
Sydney food scene

26
@SClass_life
I love being a part of
the fitness community
and I eventually want
to start sharing my
gluten and dairy free
cooking and recipes
with everyone
“

27
@healthyfamily5
Elise’s main focus is on
healthy eating and her
passion for creating healthy
meals for her family. She
wants to encourage and
show other families how to
eat and shop for healthy
foods.

28
@iamjillwright
Jill loves trying new
things and meeting
new people! Instagram
is a great avenue for
her fashion, modelling,
business and
everything in between

29
@meowscott
I use my Instagram to
showcase my pet
photography.
Instagram lets me
develop great like-
minded friendships
about my passion
“

30
Understanding the
motivations of
Social Boosters

94
54
45
40
38
16
To express my interests/passion
To help my career
To keep in touch with family and
friends
Honestly get to try free stuff
To eventually make it my job
Something else
What they aim for from their
instagram account
31
Expressing
passions and
interests the
#1 motivation
in having an
Instagram
account
Almost half see
this as a way
to help their
career or
business
“What are your aims for your Instagram account?”
Base: All respondents: n=127
All figures %

They give to
grow: shared
passion
32
Share
discoveries
Inspire
others
Build
my Brand

33
Let's face it –
it's a lot of
humble bragging
isn't it? Ling, 36
“Instagrammers
love sharing
discoveries
Share
discoveries
Connecting with like-minded
people through passions
Positive feedback they get from
likes, comments and growth in
followers boosts their social cred

3434
I honestly just love to share
my beauty tips and ideas
makeup looks and favourite
products with my audience.
We all share the same passion
and connecting with them on
this is what I love.” Rachel, 31
@insta.beauty.mummy
“

Inspiring
others and
being
inspired
35
Instagram is also a place
for people to contribute and
do their bit of good
Their accounts inspire and
encourage others e.g. to be
fit, lose weight, think
positively 82% want to work with brands
that are striving towards a
good cause
Inspire
others

36
“I created my public
page on Instagram to
share my health and
fitness journey.
Ultimately, I'd love to
inspire others to do
the same. I love to
inspire others to
reach their potential
Rachel, 34
@rachels_runners
“

3737
I've been on there for
about 4 years and I
love it. I've slowly built
up over 2000 followers
and I find it to be a
much more positive
and open space than
other social media. I
couldn't imagine not
being on there”
Instagram is a positive inspiring place
Meegan, 31
Kim, 29
“ “2011 was the first year I
started playing with
instagram! I fell in insta-
love from the get go! IG
was (and still is) such a
friendly space.
Supportive and
encouraging and
inspiring!”

38
Instagrammers
are building
their brand
through their
accounts – the
person they
want to
portray
Their Instagram
account is a
carefully curated
brand
An Instagram
account needs to
convey a point of
difference,
consistency,
values and a
purpose
Build
my Brand

39
I love using it to
create an idea about
myself as everyone
has a sort of brand.”
Emilia, 18
“

40
They are creative
They want to share
They share positive stories
They influence through inspiration
They build personal brands

41
Building a theme and identity
Social Boosters

42
A theme is:
“An idea that recurs in
or pervades a work of
art or literature” OED
For boosters,
passion and
interests are
curated in a
content ‘theme’

43
Family
Fitness
FashionDesign
Photography
Food
Travel
Pets
Lifestyle

44
The more
niche the
more
likeminded
your audience
Creating
a guiding
theme
Localised
AestheticsNiche
Passion
time

45
@cathat
@doggietea
@breakfastinsydney
@catsofnewtown
@ilovemelbourne
@amystone
@symmetrybreakfast
@hamburgalar

46
“I know I need to remain
true to my instagram theme
by not posting unrelated
sponsored stuff that isn't
relevant to my readers”
Catherine, 41
“

47
Journey of a
Social Booster

48
Lauren started
her account 2.5 years ago,
posting photos sporadically when
she’s hanging out with friends
@laurenminicozzi

50
A year later, she realised she
needed to provide a theme for
her account to grow followers –
people need to know what to
expect
@laurenminicozzi

52
Focusing her Instagram theme
“I started becoming more
prominent on Instagram when
I decided to change my profile
completely. I started
uploading photos of fashion
garments food and scenery
shots and saw my followers
rise. I see myself continuing
this profile and hopefully
gaining more followers as the
year goes on.”
@laurenminicozzi

53
Growth in engagement
and following
@laurenminicozzi

55
The F3 Equation of
Instagram Success
Focus = Followers =Instafame

57
98%
Must
genuinely
like it
Three big reasons:
91%
Must
believe in it
and fits
with values
and
passions
82%
Brands
with good
causes
build
further
social
currency

58
I love being a part of social
media and aligning myself
with brands and fashion
that share my interests and
passions.”
Gabi, 20
“

59
98
91
82
74
73
63
2
I'm a fan of
Whose values I align with
That work towards a good cause
That show they know me/my Instagram
followers
That provide something for my followers
That pay me
Something else
Types of brands they want to work with
“What sort of brands would you like to work with?”
Base: All respondents: n=120
All figures %

“
April, 26
60
Other reasons
74%
Show they
know my
Instagram
followers
73%
Provide
something
for my
followers
“Provide
something to my
loyal followers -
I would like to
provide some
sort of reward
to my followers”

6161
Building trust is key
to Social Booster
success

How
social
boosters
want to
work with
brands
62
TRUST THEM - they will build
trust for you
“Give the instagrammer control of what we
can post so it's authentic. If people are sold
to they don't like it. They want to trust us.”
Dominica, 30
“Allow us to follow our own ideas in
incorporating brands into a post. It needs to
fit with our aesthetic.”
Nikolina, 22

Boosters
are not
looking
for one
night
content
stands
63
Partnership – opportunity to
work longer term
“I would like brands to create longer term
relationships so our audiences feel
consistency”
Lauren, 32
“It’d be great if brands make it an
ongoing partnership and engage with the
person they are partnering with.”
Mell, 24

Brands that do this well
64
Birkenstock & @fionaandbobby
“We have worked with
Birkenstock footwear
and have been great -
providing footwear for
our adventures around
Bali - trusting in our
vision to promote their
brand on our
explorations. We love
their products and have
promoted their brand
and service through our
account through
photography. We've
had a great working
relationship with them
so far.”
Fiona, 37

66
The
landscape
of
influence
planning
Peer
to peer
Social
Boosters
Native
UGC
Real world
influence
Brand in hand
experience
Close
interpersonal
Boost Social
Social Proof
Visibility
Paid Social
Using UGC
1,000x250 50x5,000 1,000,000+
Change attitude
Appear popular
Change behaviour
Change attitudes
Switch
Building awareness
Credibility

67
5 things to
take away
from todays
presentation
1. Use Social Boosters to scale
social impact
2. Boosters are only part of the
influence picture
3. Find the right fit for your
brand and message
4. Think long-term relationship
not paid per post
5. Think beyond the influencer
to who you are hoping to
influence

Thank you.
+61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2

Social Soup - Social Booster Presentation

More Related Content

What's hot

Similar to Social Soup - Social Booster Presentation

More from Social Soup

Recently uploaded

Social Soup - Social Booster Presentation