This document summarizes Bayern's Instagram community management strategies. It discusses how using hashtags like #VISITBAVARIA and #DEINBAYERN helped make content more visible and brought fame. It also talks about establishing community interactions by reposting photos tagged with location hashtags. An organized hashtag hike event with 500 authentic photos gained over 6 million impressions. Bayern's Instagram following grew from 10k to 60k and engagement rates increased. The key learnings are that communities are built outside the main feed through interactions, and engagement must be maintained through posted content.

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. I T ’ S A L L A B O U T C O M M U N I T Y

7. +

9. EIGENE HASHTAGS MACHEN CONTENT SICHTBAR.
#VISITBAVARIA
#DEINBAYERN

10. #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!

11. ZU VIEL CONTENT? MEHR HASHTAGS!
#BAVARIANLAKES
#BERGPANORAMA
#BAVARIANCITIES

12. C O M M U N I T Y M A N A G E M E N T

13. Zeigt uns euer Bild:
#karwendel
#bavarianlakes
Facebook Album
& Storyline
RePost
MECHANIKEN ETABLIEREN

17. KARWENDELBILDER

19. + HASHTAGS EINGEFÜHRT
+ INTERAKTION AUFGEBAUT
+ COMMUNITY ETABLIERT

20. N O W T H E C R A Z Y S T U F F !

21. #INSTAHIKEBAVARIA01

25. +
+
+
+
1 HASHTAG #INSTAHIKEBAVARIA01
2 TAGE WANDERN
25 FOTOGRAFEN
500 AUTHENTISCHE BILDER
678.669 LIKES
6.000.000 IMPRESSIONS FÜR DEN HASHTAG

26. Z A H L E N

27. 70k
10k
Aug 15 Mar 16
60.000 Abonnenten
FANWACHSTUM

28. 70k
10k
Aug 15
Engagement
Mar 16
Abonnenten
INTERAKTIONS-RATE VS. ABONNENTEN

29. DASHBOARD
1.026.609
USER-LIKES
10.000
USER-KOMMENTARE
1.000
BILDER PRO TAG GELIKED
10.000.000
IMPRESSIONS FÜR EIGENE POSTS

30. KEY LEARNINGS

31. IT’S NOT IN THE FEED!

32. INTERACT OR PAY!

34. T H A N K Y O U F O R
WAT C H I N G