Instagram: Using Influencers and NASCAR to Drive Traffic


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Presented at the Social Media Tourism Symposium in November 2012.

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Instagram: Using Influencers and NASCAR to Drive Traffic

  1. 1. Instagram: Using Influencers and NASCAR to Drive Traffic Presented to: Social Media Tourism Symposium El Paso, Texas Prepared by: Chad Wiebesick Director of social media & interactive marketing Twitter: @Wiebesick November 8, 2012@Wiebesick #SoMeT12
  2. 2. Connecting the Community • Multi-faceted social media program on 8 networks, including: – Facebook (450,000 fans) is where the community meets – Twitter (40,000 followers) keeps the community informed – Blog (1,400 visits/day) celebrates Michigan’s 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”@Wiebesick #SoMeT12
  3. 3. Instagram: Visual Storytelling • Launched July 2012 • 9,700 total fans • Nearly 90,000 photos have been tagged #PureMichigan • 500 photos added each day tagged #PureMichigan@Wiebesick #SoMeT12
  4. 4. Align Your Social Strategy To Your Business Objectives • Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.@Wiebesick #SoMeT12
  5. 5. Instagram: How We Use It • Curating a fine art gallery of majestic Pure Michigan photos that inspire travel • Feature fan-submitted photos and credit them • Be social: leave comments and “like” photos@Wiebesick #SoMeT12
  6. 6. Gain Fans: Cross Promote Instagram Pinterest Twitter Google+ Blog Facebook@Wiebesick #SoMeT12
  7. 7. Find Influencers @TonyDetroit = 229,000 followers and following 311 people@Wiebesick #SoMeT12
  8. 8. Engage Influencers • Select an influencer to serve as an Instagram Guest Photographer at popular events • Sprint Cup NASCAR race August 21, 2011 • 75 million NASCAR fans nationally@Wiebesick #SoMeT12
  9. 9. Instagram Guest Photographer • Within 20 minutes of posting on Instagram, @TonyDetroit’s@Wiebesick #SoMeT12 photos appear on the Popular Photo Page
  10. 10. 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 guest’s 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 #SoMeT12
  11. 11. 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 #SoMeT12
  12. 12. Pure Michigan 400 Social Integration Google+ Hangout Storify Facebook Blog@Wiebesick #SoMeT12
  13. 13. Thank You • Chad Wiebesick • • Twitter: @wiebesick • • • (517) 335-1083@Wiebesick #SoMeT12