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