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@bayern on Instagram #afbmc

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Bayern ist die stärkste deutsche Destinationsmarke. Da ist es doch ein Leichtes, einen Instagram-Account aufzubauen! Oder etwa nicht? Schließlich muss auf Instagram die Vielfalt Bayerns gezeigt werden – also nicht nur Berge, Kühe, Seen und wieder Berge. Der richtige Mix macht’s: Storytelling, Influencer Relations und ein Community Management sind notwendig, um Instagram als das visuelle Zentrum der Kommunikation im Kanalmix zu etablieren. http://www.instagram.com/bayern http://www.facebook.com/dein.bayern // http://www.facebook.com/visit.bavaria http://www.bayern.by

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@bayern on Instagram #afbmc

  1. 1. @ B AY E R N O N I N S TA G R A M Peter Mestel mestel@usercenteredstrategy.de Claudia Hinnerkopf hinnerkopf@bayern.info
  2. 2. I T ’ S A L L A B O U T C O M M U N I T Y
  3. 3. +
  4. 4. EIGENE HASHTAGS MACHEN CONTENT SICHTBAR. #VISITBAVARIA #DEINBAYERN
  5. 5. #VISITBAVARIA #DEINBAYERN 2,036 1,400 446 447 445 1,049 1,382 298 2,145 5,206 2,922 2,537 UNSERE HASHTAGS BRINGEN FAME!
  6. 6. ZU VIEL CONTENT? MEHR HASHTAGS! #BAVARIANLAKES #BERGPANORAMA #BAVARIANCITIES
  7. 7. C O M M U N I T Y M A N A G E M E N T
  8. 8. Zeigt uns euer Bild: #karwendel #bavarianlakes Facebook Album & Storyline RePost MECHANIKEN ETABLIEREN
  9. 9. KARWENDELBILDER
  10. 10. + HASHTAGS EINGEFÜHRT + INTERAKTION AUFGEBAUT + COMMUNITY ETABLIERT
  11. 11. N O W T H E C R A Z Y S T U F F !
  12. 12. #INSTAHIKEBAVARIA01
  13. 13. + + + + 1 HASHTAG #INSTAHIKEBAVARIA01 2 TAGE WANDERN 25 FOTOGRAFEN 500 AUTHENTISCHE BILDER 678.669 LIKES 6.000.000 IMPRESSIONS FÜR DEN HASHTAG
  14. 14. Z A H L E N
  15. 15. 70k 10k Aug 15 Mar 16 60.000 Abonnenten FANWACHSTUM
  16. 16. 70k 10k Aug 15 Engagement Mar 16 Abonnenten INTERAKTIONS-RATE VS. ABONNENTEN
  17. 17. DASHBOARD 1.026.609 USER-LIKES 10.000 USER-KOMMENTARE 1.000 BILDER PRO TAG GELIKED 10.000.000 IMPRESSIONS FÜR EIGENE POSTS
  18. 18. KEY LEARNINGS
  19. 19. IT’S NOT IN THE FEED!
  20. 20. INTERACT OR PAY!
  21. 21. T H A N K Y O U F O R WAT C H I N G

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