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Instagram for PR Success

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Best practices for leveraging Instagram as a PR tool.

When viewed through a PR lens, Instagram becomes more than just a place for sharing selfies and “food porn.” How can PR pros leverage the platform to build brands and reach new audiences? Learn how to use Instagram to drive meaningful, measurable PR outcomes – proving a photo really is worth more than a thousand words.

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Instagram for PR Success

  1. 1. @prTini | #FPRA2015AC Heather Whaling • @prTini Instagram: PR Success best practices for leveraging Instagram as a PR tool
  2. 2. @prTini | #FPRA2015AC about me: •  Twitter: @prTini •  IG: @heatherwhaling •  prTini.com
  3. 3. @prTini | #FPRA2015AC about Geben: •  based in Columbus, OH •  small by design: 15 people •  fresh approach to PR •  integrate traditional/digital •  creativity that gets results
  4. 4. @prTini | #FPRA2015AC Photo credit: Pixabay.com
  5. 5. @prTini | #FPRA2015AC instagram opportunities
  6. 6. @prTini | #FPRA2015AC case studies 3
  7. 7. @prTini | #FPRA2015AC goals: •  extend online community •  Convey event experience to non-local supporters •  250 followers in week one •  Triple network by race day •  Increase participants’ race day photos
  8. 8. @prTini | #FPRA2015AC Instagram launch: •  RunFest “correspondents” •  Pre-event promotion •  Live photos at the event •  Interaction between accounts •  Result: @cbusmarathon had 300 followers within one week of launching
  9. 9. @prTini | #FPRA2015AC pre-race: •  behind-the-scenes •  marathon news and race/course updates •  inspiration •  blog posts •  training tips
  10. 10. @prTini | #FPRA2015AC Instagram ambassadors: •  countdown to race day •  ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog •  Prompts: Where do you run? How do you feel? What are you wearing?
  11. 11. @prTini | #FPRA2015AC race day: •  photo, video and scenes from around the course •  heavy interaction with people tagging #cbusmarathon
  12. 12. @prTini | #FPRA2015AC outcomes: •  300 followers by July 8 (one week after first photo) •  988 followers on race day •  1,000+ photos posted on and immediately following race day, a 42% increase over the previous year
  13. 13. @prTini | #FPRA2015AC goals: •  increase donations from online communities •  engage a corporate sponsor •  tap into local online influencers’ networks •  expand NCH’s local online footprint
  14. 14. @prTini | #FPRA2015AC campaign launch: •  “favorite things” •  pre-seed Instagram influencers with campaign materials and images
  15. 15. @prTini | #FPRA2015AC corporate sponsor: •  post photo à $5 •  claim photo à $10
  16. 16. @prTini | #FPRA2015AC outcomes: •  400+ photos posted on Instagram, resulting in a $5,000 donation to Nationwide Kids from Simple Bath Ohio •  #NCHfavorites hashtag reached 242,000 people
  17. 17. @prTini | #FPRA2015AC goals: •  engage influencers •  reach new audiences •  drive ticket sales
  18. 18. @prTini | #FPRA2015AC
  19. 19. @prTini | #FPRA2015AC strategy: •  create a spike in interest while underscoring the messaging •  build on “loop giveaway” idea
  20. 20. @prTini | #FPRA2015AC
  21. 21. @prTini | #FPRA2015AC outcomes: •  photos reached 45,000 potential ticket buyers •  nine new influencer relationships •  sold-out show
  22. 22. @prTini | #FPRA2015AC tips for Instagram success 8
  23. 23. @prTini | #FPRA2015AC get creative with your content
  24. 24. @prTini | #FPRA2015AC humanize your brand
  25. 25. @prTini | #FPRA2015AC post frequently
  26. 26. @prTini | #FPRA2015AC reward the behaviors you want to repeat
  27. 27. @prTini | #FPRA2015AC be smarter about hashtags
  28. 28. @prTini | #FPRA2015AC increase engagement higher engagement on photos with hashtags higher engagement on photos that are geotagged 12% 76% Sources: Simply Measured, Sprout Social
  29. 29. @prTini | #FPRA2015AC create an Instagram style guide
  30. 30. @prTini | #FPRA2015AC be professional
  31. 31. @prTini | #FPRA2015AC examples of Insta-creativity 8
  32. 32. @prTini | #FPRA2015AC themed content campaign
  33. 33. @prTini | #FPRA2015AC user-generated content campaign
  34. 34. @prTini | #FPRA2015AC influencer takeover
  35. 35. @prTini | #FPRA2015AC insta-mob
  36. 36. @prTini | #FPRA2015AC filter-driven storylines
  37. 37. @prTini | #FPRA2015AC choose your own adventure
  38. 38. @prTini | #FPRA2015AC cross-platform
  39. 39. @prTini | #FPRA2015AC Insta-zine
  40. 40. @prTini | #FPRA2015AC Geben-approved Instagram tools bit.ly/GEBPRtools 20
  41. 41. @prTini | #FPRA2015AC create
  42. 42. @prTini | #FPRA2015AC edit
  43. 43. @prTini | #FPRA2015AC manage
  44. 44. @prTini | #FPRA2015AC add some sizzle
  45. 45. @prTini | #FPRA2015AC Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices. Heather Whaling • @prTini heather@gebencomm.com bit.ly/afreshapPRoach bit.ly/GEBPRtools

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