1. Sector analysis
In this phase, the Social Media Specialists structure an in-depth benchmarking within which they analyze the customer’s Instagram corporate profile (if any), the main trends in the sector, the most relevant competitors, finally identify the macro topics outlining the strategy to be adopted for maximize user engagement.
Timing: 5 working days (to be confirmed based on the specific project)
2. Corporate profile creation (optional)
If it does not yet exist, we proceed with the creation of the Instagram corporate profile, inserting the profile image and the main information requested by the channel, all in line with the corporate image of the company.
Timing: 5 working days (to be confirmed based on the specific project)
3. Editorial plan
The main tool used to manage communication on Instagram is the Editorial Plan (PED), created by the Social Media Manager, containing all the post proposals to be published on the customer’s profile. Each proposed content uses sector-specific creative codes and languages with the aim of expanding the fan base and improving the customer’s brand image through emotional communication and careful programming of posts that are coherent, interesting and non-repetitive, and that push users to interact and share content.
For this reason, communication “streams” are created based on macro themes to be proposed periodically, consisting of thematic posts characterized by a common thread and a common and recognizable graphic layout. The number of weekly publications is determined by the plan selected by the customer (1-2-3 or 5 posts/week – excluding production of original content, photos and videos). The PED is submitted to the customer for approval with an agreed procedure.
Timing: 5 working days (to be confirmed based on the specific project)
4. Post publication and interaction management
Once the client approves the PED, all content is scheduled and then published. The daily monitoring of comments, likes and interactions with the published contents (during working hours) is also carried out. The management of social interactions is structured through specific procedures agreed with the customer, as well as structured through an Interaction Management document and F.A.Q. (Crisis Management excluded).
Timing: daily activity
5. Setting up social ADV campaigns
Activation of advertising campaigns to advertise posts and IG stories, so as to reach the largest number of targeted users effectively and convey the key messages of the various communication campaigns. Instagram campaigns are managed through the Facebook Business Manager and can be set with different objectives:
- Brand awareness: increased knowledge of the company / product
- Coverage: promotion of a message in the chosen territory with a defined mileage and with any call-to-action (eg. Call extension or contact via Messenger)
- Traffic: to the customer’s website (installation of a monitoring pixel required to track the actions of the public on the site)
- Interaction: eg. with a post, with a target profiled by geographic area / interests
- Lead Generation: collection of contacts on a highly profiled audience (custom audience)
- Message reception: promotion of information requests from users directly in Messenger
- Conversions: aimed at obtaining leads, or filling in a form, by users
- Video views: for videos posted directly on the customer’s fanpage
- Sale of products in the catalog: promotion of the online sale of products loaded in the catalog, recommended for those who have an e-commerce site
- Traffic at the point of sale: invitation to physically go to the customer’s point of sale
- App installations: promote the customer’s app by inviting the user to download it on their smartphone
Note: unlike FB, it is not possible to activate fan acquisition campaigns for Instagram.
Timing: 5 working days (to be confirmed based on the specific campaign)