#SNAPHAPPY Using Instagram to Promote your Business

Sarah (Sos) Mattsson Jewels Lynch

Tourism & Events Queensland Guru Instagrammer

Digital Content Manager @jewelszee_

@sosarina @snapper_snapper

What we’ll cover today

What is Instagram?

What is a #hashtag?

What is an Instagrammer and how do you find them?

Interaction & community

Instagram photography tips

How can you fit Instagramming into your day?

How can I go the extra mile?

Let’s do this!

Who are we?

Sarah (Sos) Mattsson Jewels Lynch

Tourism & Events Queensland Guru Instagrammer

Digital Content Manager @jewelszee_ > 26.5k followers

@sosarina @snapper_snapper > 3.5k followers

What is Instagram?

Capture and Share the World’s Moments

Instagram is a fast, beautiful & fun way to share your life with friends through a series of pictures and videos

Snap a photo or video with your mobile

phone

Choose a filter to transform the image or

video

Publish & share!

What is Instagram?

Source: http://sociallysorted.com.au/instagram-for-business-4-words-you-need-to-know/

Highly engaged

community

Instagram is mobile.

Instagram is NOT

link heavy.

Instagram is about

taking people with you.

What is Instagram?

Newsfeed > just like Facebook where you’ll find images from the Grammers you follow

Explore > find instagrammers and

topics

Take a pic or video or upload an image or video file

Your notifications. See who’s followed, liked or commented on your pics

Your profile. Check out your followers, following & all your pics

Image credit: instagram.com

Why should tourism businesses use Instagram?

THE NUMBERS SAY IT ALL

Users > 150M monthly globally (1.5M Aus users)

Pics > 55M photos per day

Likes > 1.2B likes per day

CONSUMER CHANGE

Consumer behaviour shift towards visual content

80% of the brain is dedicated to visual procession

CONTENT IS KING!

Create and publish content easily

Source content > get influencers and locals (including photographers) to help build your content bank

Source:http://instagram.com/press// & http://www.slideshare.net/homehelper/visual-creative-

thinking-1260733

@jewelszee_

What is a hashtag?

Word or phrase beginning with a # symbol with no spaces or punctuation

Why are they used?

Hashtags group conversations

about topics making them

easier to find, follow and join

the conversation

Crowd sourcing fan’s content

Extend your own brand

channels’ content

#clickablelink > to topic

http://sociallysorted.com.au/instagram-for-business-4-words-you-need-to-know/

Image credits: http://socialmediatoday.com/redpepperland/1784231/hashtag-best-practices-what-

your-brand-needs-know & www.businessinsider.com

Source: http://nitrogr.am/blog/master-hashtags-on-instagram/

What is a hashtag?

Where are they used?

Which social channels use hashtags?

http://sociallysorted.com.au/instagram-for-business-4-words-you-need-to-know/

Image credits: http://socialmediatoday.com/redpepperland/1784231/hashtag-best-practices-what-your-brand-needs-know & https://dev.twitter.com/media/twitter-tv &

http://blog.marginmedia.com.au/Our-Blog/bid/97247/The-NRL-Grand-Final-and-how-it-leveraged-social-media & https://dev.twitter.com/media/hashtags &

http://blog.hashtagify.me/2013/06/03/how-to-amplify-your-event-with-the-right-hashtag/

@sosarina posts a photo and adds #sqcountry to the Instagram comment

It’s likely that the image will be seen by other Instagrammers that are interested in, living in or coming soon to the Southern Queensland Country region

Hashtag Example > #sqcountry

Lucky might just be the cutest baby goat I’ve ever seen #sqcountry #thisisqueensland

Hashtag Serving Suggestions

Look for hashtags that are relevant to your business (research in statigr.am)

Add popular hashtags to relevant images to grow audience & engagement i.e. #sqcountry #thisisqueensland

#seeaustralia & http://web.stagram.com/hot/

Add your own unique hashtag to source content and build a community (one is best!)

Communicate your hashtag in your profile

Your hashtag must have relevance or meaning to regular Instagrammers

#CalmYourFarm > too many hashtags or hashtags that don’t make sense will be ignored (especially in the 1st comment)

Source: http://blog.viralheat.com/2013/09/12/instagram-for-business/

#hashtag video

http://www.youtube.com/watch?v=57dzaMaouXA

What is an Instagrammer and how do you find them?

Instagrammers (like @jewelszee_ & @laurenepbath) are Instagram gurus

They post amazing imagery – perfect for inspiring travel

They have HUGE Instagram audiences

They are invited along to famils with other journalists and bloggers

They are content creators

They engage with the Instagram community and their followers

What is an Instagrammer and how do you find them?

How do you find them?

Use the ‘Explore’ tab in Instagram

Search ‘Users’ for

Known Instagrammers

Local photographers

Tourism > @sqcountry, @queensland & @australia content (look into the reposted content)

Search ‘hashtags’ for locations or known hashtags and do some digging

If you like their content, follow, like & comment on their pics

TIP > also use statigr.am and search hashtags and users

Interaction & Community

There’s a huge opportunity to interact with the Instagram community through genuine shared interest in images you are drawn to

How can you interact? Follow, like, play with hashtags & comment

Comment

Like

Play with #s

Follow

Instagram Photography Tips

Rule of Thirds

Creates balance in photos

Helps make composition more interesting

How do you do it?

Use the grid on your camera, phone & Instagram settings

Line up a point of interest along 1 of those lines

Focus the photo on

one third

Work with the square

More info > http://fatmumslim.com.au/how-to-create-beautiful-iphone-

photos-the-rule-of-thirds/

Source: http://fatmumslim.com.au/category/iphoneography/

Image credit: @jewelszee_ @beijingemily

@matthewtaylorthomas

Instagram Photography Tips

Perspective

Gives your images

depth and scale

How do you do it?

Use natural lines to guide you i.e. roads, paths, tracks

Take shots from different heights & perspectives i.e. look up, down, get low

For more info > http://fatmumslim.com.au/how-to-get-a-little-perspective-in-your-photos/

MORE INFO > http://fatmumslim.com.au/category/iphoneography

Image credit: @sea_godess @gradelle @rikerama

Instagram Photography Tips

Depth of field

Distance between the nearest and farthest objects in a scene that appear sharp in an image

How do you do it?

Try taking shots from different angles (on the ground is usually a winner)

Focus your phone / camera on something in particular

Edit > use blur tool in Instagram itself or editing apps

For more info > http://fatmumslim.com.au/photography-lesson-depth-of-field/

Source: www.wikipedia.com & http://fatmumslim.com.au/photography-lesson-

depth-of-field/

Image credit: @freshcoatcreative @visitcapricorn

Instagram Photography Tips

Other fun stuff in Instagram

Filters & frames

Cropping

Blur

Brightness

Straighten

Tag guests

Video > 15secs of goodness

How can you fit Instagramming into your busy day?

Shoot in bulk

Sunrise, sunset, road trips

View from rooms, pets, cute animals

New menu, coffee or breakfast, locals’ fave

Behind the scenes, daily life on a farm stay

Groups enjoying themselves on tour

Meet the team

Edit or post direct photos into Instagram

Get involved in the community when you can

Instagram Serving Suggestions

Frequency > 1 – 5 per day / be pretty consistent in how frequently you upload

Image description > Can be creative or descriptive. Consider 140 character limits for posting to Twitter.

Hashtags to consider

#sqcountry #visitbrisbane #thisisqueensland #seeaustralia

#location & popular instagram hashtags (try not to be too spammy)

What’s hot in hashtags > http://web.stagram.com/hot/

How many hashtags is too many?

1 or 2 hashtags in the image description

It’s really up to you with the secondary comments

Instagram Serving Suggestions

Be a part of it > Like and comment. Grammers are friendly so get involved in the conversation!

How do you get people to use your #hashtags?

Communicate what they are in your Instagram bio

Chat to Grammers about using your #hashtag in the comments of their related pics

Instagram Serving Suggestions

Location

3

Click this to see other Scarness Pier pics from other Grammers

Instagram Serving Suggestions

Reposting other people’s pics

Use apps like InstaRepost to repost other traveller’s images from your phone

You only have permission to use someone’s images if they’ve used your hashtag or you’ve asked and received permission. You will come into copyright issues if this critical step is missed.

Remember to credit the instagrammer by using i.e. @laurenepbath in the comments or across the image

How can Instagram help with your content?

Content efficiencies across your digital & social channels

Reporting > How do you know what’s working?

statigr.am

Who’s following & unfollowing you

Content – What’s the most engaging

Engagement – Who’s your biggest fan?

Optimisation & Community

web.stagram.com > general what’s popular i.e. users, hashtags, filters

Instagram isn’t really about links outside of the channel but if you’d like to measure click through, use your google analytics or other social metrics to measure this

Screen shot: Statigr.am

How can I go the extra mile? Takin

g P

ics

Editin

g P

ics

Pla

yin

g w

ith P

ics

Average

Camera Pro

How can I go the extra mile?

Instagram Video

Record video within the Instagram app or upload your own videos

Up to 15 seconds

Cool editing functions > take short segments of video that are pieced together on your phone & add filters

For more info > www.sociallysorted.com.au

Brands to learn from

@natgeo

@nike

@lulamon

http://instagram.com/p/fmZWi

LoVbP/

How can I go the extra mile?

Instagram Video

http://blog.instagram.com/post/53448889009/video-on-instagram

How can I go the extra mile?

Integrate Instagram into your other channels

How can I go the extra mile?

Connect with Brands

@queensland #thisisqueensland

@sqcountry #sqcountry / @visitbrisbane #visitbrisbane

@australia #seeaustralia

Tourism companies @hamiltonisland / @lizardisland / @greatkeppelisland

@natgeo (3.2mil) / @nike (2.7mil) / @snoopdog (2.4mil) / @blackmilkclothing (695k)

Connect with Instagrammers

@laurenepbath (300k) / @paulyvella (270k) / Beijing Emily @beijingemily (176k) / @fatmumslim (94k) / @garry_norris (91k) / @mattglastonbury (37k) / @seanscottphotography (32k) / @jewelszee_ & @snapper_snapper (30k) / @rikerama (11k) /

Connect with Locals & Photographers

@swaller (5.1k) / @madelynrosephotography (2k) / @midnight_photography (6.7k) / @imlee_ (7k) / @sabbiak (2.7k) / @matthewtaylorthomas (1k) / @keiranlusk (1k) / @s_norbs (1k) / @jestergull (DOG!)

How do I do this Instagram thingy?

What’s your approach? What do you want to get out of it? How does it fit into to what you do already?

Download Instagram app

Get an Instagram account. Think about your user name and hashtag. Should be obvious, consistent across social channels, searchable, easy for Grammers

Start taking pics and uploading them (comment, hashtags, location etc)

It’s a social channel. Start following, liking & commenting with the community. Connect with instagrammers in your area.

Communicate your own hashtag

Content efficiency > where else is this content relevant? Facebook? Twitter? Website? eNewsletter images?

Need inspiration? Join @fatmumslim’s Photo A Day Challenge. She gives you a daily prompt which helps to get ideas! For more info http://fatmumslim.com.au/how-to-play/

Let’s do this!

Mini Exercise

Take a photo of something in the room

Upload it to Instagram

Include #snaphappystanthorpe into the image description

What to capture?

Pirates

Crazy glasses

Duck face

Favourite thing you’ve learnt today

Let’s do this!

#InstameetStanthorpe

When: 7.30am Wednesday 26 November

Where: Meet @ the front of College of Wine Tourism

Who’s invited: EVERYONE!

What do you need to do beforehand: Download Instagram app and create an account. That’s it

Image credit: @chriznobs

OVER AND OUT! THANKS A MILLION! ANY QUESTIONS?