tbex 2013 toronto how to build effective instagram strategy
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KATJA PRESNAL
• Owner of Skimbaco Lifestyle online magazine
• Author of “Instagram as your Guide to the World – How, What and Who to Follow and Search on Instagram to Help You Travel The World”
• Addy Award Winning Social Media Strategist
• Worked with some of the largest consumer brands and retailers in the world.
WORKED WITH/FEATURED IN
ABOVE ALL: A TRAVELER
@skimbaco on Twitter and on Instagram. Use #TBEX to tweet this session.
WHY INSTAGRAM?
• 100 Million Users• Integration with Twitter, Facebook,
Foursquare and Tumblr. • Travel hashtags among the popular
hashtags.• Geo-location tags add images to your
location• Tagging allows your brand being tagged by
consumers.• Travel community uses Instagram
A PICTURE IS WORTH THOUSAND WORDS
COMMUNITY & DISCOVERY• Community driven
network• Discovery and passion
for photography• For brands: finding
existing audience and discover new
• New type of influencer
• Not always your demographic
• It’s about discovery
UNEXPECTED INFLUENCERS
HOW TO BUILD INSTAGRAM STRATEGY?
• No one right way to create the strategy. Pick your own.
• Goals: setting measurable goals across departments.
• Your Instagram stream should reflect your brand visually.
• User generated content vs. your own content.
• Instagram as a channel or a tool to distribute from.
• Internal or external team to manage it.
INSTAGRAM = YOUR BRAND= YOUR STORY IN PICTURES
ENGAGE THE COMMUNITY
• User generated content is the best way to “sell” your location or brand.
• Create your own hashtag, educate the consumer to use it.
• Promote the content from community.• Do it for fun of sharing, instead of as a
traditional marketing campaign (like a sweepstake).
• Work with travelers and bloggers on Instagram.
INTERACTIVE INSTAGRAM SCREEN IN THE HOTEL LOBBY AT Le MERIDIEN BALI JIMBARAN
CREATE A FUN PROP LIKE THE FRAME IN MONTREALPhoto: JustTravelous
FEATURE CONTENT LIKE ICELANDAIR IN THEIR ONBOARD MAGAZINE
INTEGRATE WITH YOUR WEBSITE, FACEBOOK, TUMBLR,PINTEREST ETC. LIKE VISIT NORWAY
USER-GENERATED VS. CREATED CONTENT
• User-generated-content-accounts tend to do well on Instagram.
• Even with user-generated content you maintain control of your account – and it will be easier to be managed by external team.
• However, self-created content more “instant” and with better attention to the detail when telling more about the picture.
• Self-generated content can be geo-tagged.
User-generated content examples. See Australia and Visit Norway.
WORK WITH INFLUENCERS
• Jump start/improve your Instagram presence by working with Instagram influencers.
• Hire people to create content on your account, theirs or combination.
• Create a “seed” campaign to improve/provoke consumer action.
EXAMPLE: VISUAMATE CAMPAIGN FOR SOUTH-AFRICA, STARTED IN APRIL.#suedafrika_erleben_contest1,000 photos, increased by 3,700 followers. MORE AT suedafrika-erleben.tumblr.com
EXAMPLE: Canadian Tourism Commission #ExploreCanada campaignleading to TBEX.
QUESTIONS?
Connect: Katja Presnal @skimbaco
katja.presnal@skimbaco.com
Get Free copy of my bookhttp://bit.ly/tbexinstagram
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