John Clark utilises GForces’ social engagement programme, which covers regular content distribution across all of their social channels with internal staff members working on the more localised community aspects. The knowledge and close working relationship that GForces has with John Clark meant that the Instagram account could be setup and run by GForces in full alignment with the group’s wider marketing goals.
Instagram has more users than Twitter and has one of the highest engagement rates of any social channel. For brands, the average post engagement on Instagram is 3.31% which compares extremely favourably compared to Twitter, which has a post engagement rate of just 0.07% – it also creates 58 times more engagement than Facebook. This made it a clear choice for achieving the client’s desires for increased engagement from social media.
Inevitably it is the premium brands that create the most social engagement. The imagery created around them tends to be more emotive and they often have large followings of fans. Creating a premium feel for John Clark’s Instagram channel was one of the major goals, so leveraging these premium brand assets was crucial.
Jaguar and Land Rover represent the bulk of the group’s activities on Instagram but the longer term plan is to diversify and incorporate some of the other brands represented by the business. These specific manufacturers provide a consistently good quality of image content via the respective marketing channels which can then be watermarked with the John Clark brand logo and URL of the franchise it relates to. The purpose of this is to expand the brand awareness of John Clark whilst associating the name with high quality, premium vehicles and an equally well-presented Instagram page. Nissan has also been utilised to some extent by using Nismo content to maintain the aspirational theme.
To continue the premium feel of the channel, GForces uses minimal hashtags and a simple tag line for each image. Although it is possible to gain followers more quickly using reciprocal hastags (e.g. #followmeforlikes), this could lead to an appearance of spamming which goes against best practice for organic growth. It would also spoil the clean, premium feel of the channel. John Clark’s followers have therefore been acquired organically.
Integrating the Instagram channel into the John Clark Motor Group Facebook page allows GForces to instantly syndicate content to a page which has a substantial following of over 3,500. This boosts awareness of the Instagram channel thanks to the placement of the Instagram logo on the page.
John Clark has already experienced some really exciting interactions. Most notably Land Rover USA requested to use some of the group’s posts on their ‘Well Storied’ website (http://wellstoried.com) which essentially brings together social content from various channels into a central location to share everyday activities that involve Land Rover vehicles. Currently John Clark has three posts showing in the Scotland location on this social sharing hub.
In summary, the John Clark Instagram page has been successfully launched with some great looking content which has already caught attention at manufacturer level. The long term plan is to continue posting interesting content, engaging with users who comment and promoting the channel at suitable times to encourage increases in the number of followers.