Tbex 2013 Toronto How to Build Effective Instagram Strategy featuring Katja Presnal Community Track

2. 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

3. ABOVE ALL: A TRAVELER
@skimbaco on Twitter and on Instagram. Use #TBEX to tweet this session.

4. 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

5. A PICTURE IS WORTH
THOUSAND WORDS

7. 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

8. UNEXPECTED INFLUENCERS

9. 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.

10. INSTAGRAM = YOUR BRAND
= YOUR STORY IN PICTURES

11. 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.

12. INTERACTIVE INSTAGRAM SCREEN IN THE HOTEL LOBBY
AT Le MERIDIEN BALI JIMBARAN

13. CREATE A FUN PROP LIKE THE FRAME IN MONTREAL
Photo: JustTravelous

14. FEATURE CONTENT LIKE ICELANDAIR IN THE
ONBOARD MAGAZIN

15. INTEGRATE WITH YOUR WEBSITE, FACEBOOK, TUMBLR,
PINTEREST ETC. LIKE VISIT NORWAY

16. 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.

17. User-generated content examples. See Australia and Visit Norway.

18. 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.

19. EXAMPLE: VISUAMATE CAMPAIGN FOR SOUTH-AFRICA, STARTED IN AP
#suedafrika_erleben_contest
1,000 photos, increased by 3,700 followers.
MORE AT suedafrika-erleben.tumblr.com

20. EXAMPLE: Canadian Tourism Commission #ExploreCanada campaign
leading to TBEX.

21. QUESTIONS?

22. Connect: Katja Presnal @skimbaco
katja.presnal@skimbaco.com
Get Free copy of my book
http://bit.ly/tbexinstagram