Presented at the Social Media Tourism Symposium in November 2012. http://sometourism.com/

1. Instagram: Using Influencers and
NASCAR to Drive Traffic
Presented to:
Social Media Tourism Symposium
El Paso, Texas
Prepared by:
Chad Wiebesick
Director of social media & interactive marketing
Twitter: @Wiebesick
November 8, 2012
@Wiebesick #SoMeT12

2. Connecting the Community
• Multi-faceted social media program on 8 networks, including:
– Facebook (450,000 fans) is where the community meets
– Twitter (40,000 followers) keeps the community informed
– Blog (1,400 visits/day) celebrates Michigan’s treasures
• Award-winning social media presence
– 2012 Mercury Award from U.S. Travel Association for “Best Use
of Social Media” among all state tourism campaigns
– 2012 PR Daily Awards finalist for “Best Facebook Page”
@Wiebesick #SoMeT12

3. Instagram: Visual Storytelling
• Launched July 2012
• 9,700 total fans
• Nearly 90,000 photos have been
tagged #PureMichigan
• 500 photos added each day
tagged #PureMichigan
@Wiebesick #SoMeT12

4. Align Your Social Strategy
To Your Business Objectives
• Pure Michigan is majestic, mythic and magical – a place
with abundant natural beauty and authentic destinations.
@Wiebesick #SoMeT12

5. Instagram: How We Use It
• Curating a fine art gallery of majestic Pure Michigan photos
that inspire travel
• Feature fan-submitted photos and credit them
• Be social: leave comments and “like” photos
@Wiebesick #SoMeT12

6. Gain Fans: Cross Promote Instagram
Pinterest Twitter
Google+ Blog Facebook
@Wiebesick #SoMeT12

7. Find Influencers
@TonyDetroit = 229,000 followers and following 311 people
@Wiebesick #SoMeT12

8. Engage Influencers
• Select an influencer to serve as an Instagram Guest
Photographer at popular events
• Sprint Cup NASCAR race August 21, 2011
• 75 million NASCAR fans nationally
@Wiebesick #SoMeT12

9. Instagram Guest Photographer
• Within 20 minutes of posting on Instagram, @TonyDetroit’s
@Wiebesick #SoMeT12
photos appear on the Popular Photo Page

10. Instagram Guest Photographer
• Promotion
– Pure Michigan team will post a photo on Instagram explaining
that the account has been handed to the specific user
• Hand-Off of the Account
– The guest will be given a new password. Pure Michigan will
monitor the guest’s usage of the account.
• Sharing
– Pure Michigan will share these photos on other social
networks at their discretion.
• Wrap Up
– Pure Michigan will post a photo thanking the guest. A new
password will be set.
@Wiebesick #SoMeT12

11. Requirements
• Please do:
– Minimum posts per day: 3
– Maximum posts per day: 10
– Location to be noted in tag or caption.
– Name of photographer to be noted in caption (e.g.
Contributed by guest photographer @username).
• Please do not:
– Post photos of explicit content or any activity that
could be deemed illegal
– Any item(s) that do not represent the Pure Michigan
brand
– Comment to fans or answer questions on behalf of
Pure Michigan
@Wiebesick #SoMeT12

12. Pure Michigan 400 Social Integration
Google+ Hangout
Storify
Facebook Blog
@Wiebesick #SoMeT12

13. Thank You
• Chad Wiebesick
• wiebesickc@michigan.org
• Twitter: @wiebesick
• Facebook.com/cwiebesick
• Linkedin.com/in/wiebesick
• (517) 335-1083
@Wiebesick #SoMeT12