The Art of Visual Storytelling: Spark #Instagreatness on Instagram

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  1. 1. The Art of Visual Storytelling: Spark #Instagreatness on InstagramPresented to: Pure Michigan Governors Conference on TourismDetroit, Michigan Prepared by:Chad WiebesickDirector of social media & interactive marketingTwitter: @WiebesickApril 15, 2013@Wiebesick #PMGC13
  2. 2. Connecting the Community Multi-faceted social media program on 8 networks, including: Facebook (500,000 fans) is where the community meets Twitter (50,000 followers) keeps the community informed Blog (1,400 visits/day) celebrates Michigans 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 Named best state tourism social media presence 10 out of the last 16 quarters by Think Social Media; no other state achieved this ranking more than five times@Wiebesick # PMGC13
  3. 3. Instagram: Visual Storytelling Launched July 2012 23,000 total fans Over 150,000 photos have beentagged #PureMichigan 500 photos added each daytagged #PureMichigan@Wiebesick # PMGC13
  4. 4. What is Instagram? Social network for taking photographs and posting them fromyour phone Launched in 2010 and acquired by Facebook last year for astaggering $1 billion 13 employees at time of acquisition Its a rapidly growing social channel tailor made for thetourism industry: 90 million monthly users (versus Flickr with 87 million) 40 million photos posted daily Tip: Secure your vanity URL before a cyber squatter gets it.@Wiebesick # PMGC13
  5. 5. Instagram: How We Use It Make fans the heroes: Feature fan-submitted photos andcredit them Curating a fine art gallery of majestic Pure Michigan photosthat inspire travel Be social: leave comments and like photosGlobal reachImages inspire travelFeatured photographers proudlyshare their photos with friends,@Wiebesick # PMGC13 driving more exposure
  6. 6. Align Your Social StrategyTo Your Business Objectives Pure Michigan is majestic, mythic and magical a place with abundantnatural beauty and authentic destinations. We have thousands of photographers sending us hundreds of photos aday as they travel and sightsee across Michigan@Wiebesick # PMGC13
  7. 7. Gain Fans: Cross Promote InstagramPinterestTwitterGoogle+ Blog Facebook@Wiebesick # PMGC13
  8. 8. Find Influencers@TonyDetroit = 310,000 followers and following 258 people.He is among the top 2% most influential people on Instagram.@Wiebesick # PMGC13
  9. 9. Engage Influencers Select an influencer to serve as an Instagram GuestPhotographer at popular events Sprint Cup NASCAR race August 21, 2011 75 million NASCAR fans nationally@Wiebesick # PMGC13
  10. 10. Instagram Guest Photographer Within 20 minutes of posting on Instagram, @TonyDetroits@Wiebesick # PMGC13photos appear on the Popular Photo Page
  11. 11. 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 guests 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 # PMGC13
  12. 12. 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 # PMGC13
  13. 13. Thank You Chad Wiebesick Twitter: @wiebesick (517) 335-1083@Wiebesick # PMGC13