Lauren Bath was back on the stage at SoMeT again this year! Lauren’s presentation covered her in-depth experience in the tourism industry as an Instagrammer and advice on undertaking these sorts of campaigns. Lauren also spoke to delegates about how to effectively work with influencers, emerging industry standards, making the most out of a social media campaign and what your budget will get you. Lauren is a chef turned photographer due to her early success on the popular social media platform Instagram. Becoming Australia’s first “professional Instagrammer” two years ago, has seen Lauren extend her skills from destination marketer to social media educator, consultant and strategist. Also delving into project management, Lauren is a wealth of information on social media campaigns, their KPI’s, working with influencers and more.

1. A CHANGING LANDSCAPE-
How Instagram is paving the way for a new style of destination
marketing.

3. CLIENTS & CAMPAIGNS
Tourism Australia;TheTQUAL tick race 2013 |Tourism & Events Queensland;
Riverfire 2013,“I Love Airlie Beach” 2013,TurtleTown &Turtles Reloaded 2013 and
2014,The Cairns Ironman 2014 and more | Gold CoastTourism; Monthly Photo
Meet Program | Flight Centre Australia; Cherry Blossom season 2014 | Intrepid
Travel; India with Intrepid |Travel Alberta;Alberta 1x1 2013,Winter in Alberta
2014, Fall 2014 ,Winter 2015 |Visit Finland; Midsummer 2013, Northern Lights
2015 | DubaiTourism “Australian Instagram Campaign 2014 | AustrianTourism
Commission; Summer 2015 | Pure New Zealand;Winter campaign 2015 |TFE
Hotels; Instagram content trip (Vibe Marysville and Hotel Kurrajong Canberra) |
GoPro Australia; Perisher & #Hero4Session | 100+ campaigns since November 12’

4. TRADITIONALVS NEW MEDIA
The main differences …

5. URBAN
DICTIONARY
Instagrammer
“Instagrammer simply means a
person who gets on
Instagram. Better used for a
person who gets on often or
is obsessed with Instagram.”

6. What an “instagrammer” brings to the table
An established audience
A unique photography style
Repartee and banter with their community &
2 way conversations
A lighter touch, an opportunity to joke
An instagrammer is their own brand

7. An established audience
Older accounts > more established community
Consistent growth signifies organic growth

8. A unique photography style

9. Repartee and Banter

10. A lighter touch

11. I am my own brand

12. THE PECKING ORDER
A FOOD CHAIN …

19. HIRING AN INSTAGRAMMER
• Engagement over followers
• Comments and vibe
• Accountability &
Approachability
• Quality of images
• Experience
• Industry knowledge and
services

20. My Services
3-4 Instagram posts daily inclusive of clients
@Username, #Hashtag and Geotag
All images available in high resolution, square crop &
Facebook resized for clients social media
Facebook, Google+, Steller &Trover reach
An “Instagram for marketing” workshop
A report on reach, impressions and media value
PR opportunities
(Plus project management, ambassadorships and
education)

23. “The world still goes by the opinion of the majority in both the real
and virtual world. Instagram is now one of the fastest growing social
media sites and offers a great opportunity for individuals and businesses
to announce their presence.”
-instabuyagram.com
“Sometimes, building a committed base of followers can be a tough
and time-consuming affair. If you are searching to buy Instagram traffic
from other resources, it can be a complete waste of time.”
-instabuyagram.com
“Professional Instagram bot that generates attention to your Instagram
profile by automating the liking process.This powerful web-based tool
helps you get likes and followers on Instagram on autopilot.”
-likestagram.com

25. Resources

26. Resources

27. Alarm Bells …

28. THINGSTO LOOK FOR -
• Engagement as a
percentage of followers
• Growth over time/ steady
growth
• Comments and banter

29. EXCEPTIONSTOTHE RULE
• A feature from a large
account can account for
sudden growth
• Instagram SU list or an
Instagram feature can cause
a jump
• The Explore page algorithm
can account for varying
engagement

30. CASE STUDY #1
- Austria -

38. AUSTRIA RESULTS
• 1 person campaign
• 40 shots posted
• 292,036 total Instagram impressions
• 80+ images for the clients use
• 1000+ new followers to @VisitAustria

39. CASE STUDY #2
- Hahndorf -

47. HAHNDORF RESULTS
• 2 person campaign
• 39 shots posted
• 256,626 total Instagram impressions
• 100+ images for the clients use
• 400+ new followers to @Hahndorf_SouthAustralia

48. CASE STUDY #3
- Gold Coast -

56. GOLD COAST RESULTS
• 7 month campaign
• 1400 photos created
• 3,500,000 total Instagram impressions
• 5,200,000 reach
• 36,000+ new followers to @VisitGoldCoast

57. QUESTIONS?
info@laurenbath.com
www.laurenbath.com
+61 438 153 042