SlideShare a Scribd company logo
How to tell your story on
Instagram?
Or how the Vrije Universiteit Brussel used
Instagram as the perfect
story telling tool
I’m a storyteller
Who’s on Instagram?
INSTAGRAM
Sharing & browsing through pictures on Instragram
is mainly popular amongst youngsters.
21%
Spends more than 1h per day
on Instagram
49% 51%
Mainly young people
(15-19y)
Account and logged in during previous month 17%
Account and not logged in during previous month 7%
I have deleted my account 1%
I never had an account 75%
Percentage of Instagram users per age range
We’re on Instagram.
Now what?
So why did we start using Instagram?
• It’s where our public is
• Strategy: Image building through story telling
• What do we do? We give the account to our
public and let them tell their unique story.
How to build your community?
• Use your ‘subjects’ to gather an interested
community
• Use other channels to spread the word: FB,
TW, website
• Introduce your person of the week in the
newsletter,…
• Advertising on Instagram
Is Instagram worth the effort?
No, but yeah, but no, but yeah,…
What are the pro’s
• When using Instagram correctly, you can tell a real story
• No advertising or marketing, but honest stories of
everyday people at the university
• Taking you behind the screens, where no man/woman has
gone before (unless you work/study there)
• You can use the delivered content in your content
marketing story
• You create new ambassadors by making people important
for you
• You discover new ambassadors by noticing people who
actively like all of your posts
• Not important in this story, but being on Instagram offers
you the opportunity to advertise on Instagram
Succes stories
What are the cons?
• You’re out of control and need to trust the
ones owning the account for the week
• There are no exact numbers available about
the reach,… So it’s difficult to report about it
• Finding good stories is time consuming. More
then you might think
What are the difficulties we faced?
Uptill now, we didn’t really faced big problems
BUT:
- It’s a good idea to give a list of tips and tricks to
those working with the account in order to avoid
blurry, boring, stupid,… pictures
- When you use people who are abroad, ask them
to log in the week before as it might cause some
problems being abroad
- It’s harder than we thought to convince people
and especially researchers and professors to take
over the account
How to make sure all goes well?
• Make some good and clear rules and guidelines
• Have some conversation with the potential
Instagrammer and find out what he/she is going
to do and why he/she is engaged to do it
• Give some ideas to the person about what you
expect to see that week
• Show them some good examples
• Be available in case of “emergency”
• Keep an eye on the account
Future plans:
• We’ll keep looking for good stories to tell
• We would like to use the weeks even more in
a specific context in order to generate more
content.
• We would like to introduce our candidates
better by interviewing them.
QUESTIONS?
Thx for having me
Feel free to contact me on:
nicky.temmerman@vub.ac.be

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OMHE 2016: Instagram by Nicky Temmerman

  • 1.
  • 2. How to tell your story on Instagram? Or how the Vrije Universiteit Brussel used Instagram as the perfect story telling tool
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  • 5. Who’s on Instagram? INSTAGRAM Sharing & browsing through pictures on Instragram is mainly popular amongst youngsters. 21% Spends more than 1h per day on Instagram 49% 51% Mainly young people (15-19y) Account and logged in during previous month 17% Account and not logged in during previous month 7% I have deleted my account 1% I never had an account 75% Percentage of Instagram users per age range
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  • 12. So why did we start using Instagram? • It’s where our public is • Strategy: Image building through story telling • What do we do? We give the account to our public and let them tell their unique story.
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  • 14. How to build your community? • Use your ‘subjects’ to gather an interested community • Use other channels to spread the word: FB, TW, website • Introduce your person of the week in the newsletter,… • Advertising on Instagram
  • 15. Is Instagram worth the effort? No, but yeah, but no, but yeah,…
  • 16. What are the pro’s • When using Instagram correctly, you can tell a real story • No advertising or marketing, but honest stories of everyday people at the university • Taking you behind the screens, where no man/woman has gone before (unless you work/study there) • You can use the delivered content in your content marketing story • You create new ambassadors by making people important for you • You discover new ambassadors by noticing people who actively like all of your posts • Not important in this story, but being on Instagram offers you the opportunity to advertise on Instagram
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  • 19. What are the cons? • You’re out of control and need to trust the ones owning the account for the week • There are no exact numbers available about the reach,… So it’s difficult to report about it • Finding good stories is time consuming. More then you might think
  • 20. What are the difficulties we faced? Uptill now, we didn’t really faced big problems BUT: - It’s a good idea to give a list of tips and tricks to those working with the account in order to avoid blurry, boring, stupid,… pictures - When you use people who are abroad, ask them to log in the week before as it might cause some problems being abroad - It’s harder than we thought to convince people and especially researchers and professors to take over the account
  • 21. How to make sure all goes well? • Make some good and clear rules and guidelines • Have some conversation with the potential Instagrammer and find out what he/she is going to do and why he/she is engaged to do it • Give some ideas to the person about what you expect to see that week • Show them some good examples • Be available in case of “emergency” • Keep an eye on the account
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  • 23. Future plans: • We’ll keep looking for good stories to tell • We would like to use the weeks even more in a specific context in order to generate more content. • We would like to introduce our candidates better by interviewing them.
  • 25. Thx for having me Feel free to contact me on: nicky.temmerman@vub.ac.be