TSA: Innovating With Instagram
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How is it that a government Instagram account could be ranked the 4th best account to follow by Rolling Stone Magazine? Great content is an obvious answer, but even when you have great content, you have to know how to use it. In 2015, over 700 million travelers were screened at TSA checkpoints. It’s mission critical to be able to keep these travelers informed and educated about TSA policy and procedures before they get to the checkpoint. Learn how TSA puts its photographic content to good use and is able to inform and educate followers while also entertaining them enough to make them stick around for more.
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TSA: Innovating With Instagram
- 1. Derived from: Multiple Sources; Declassify on: 25x1-human; Date of Source: 20091007 UNCLASSIFIED TRANSPORTATION SECURITY ADMINISTRATION Innovating With Instagram
- 2. 2
- 3. TSA Operations 3 In 2015: 708,316,339 travelers were screened (1.9 million per day) at over 450 airports around the nation. 1.6 Billion carry-on bags, 432 million checked bags and 12.9 million airport employees were also screened.
- 4. Mission Critical To Communicate 4
- 5. TSA’s Instagram Account 5 • Launched in 2012 • Over 400K Followers • Change Conversation • Educate • Entertain • Inform • Advertise
- 6. Content 6
- 7. NASA 7
- 9. Beyoncé 9
- 17. Is Instagram for You? 17 Do you have a steady source of interesting content? Inform Educate Sell Advertise
- 18. Updates: Landscape and portrait photo sharing – Wide Screen Video 18
- 20. Updates: Manage Multiple Accounts 20
- 21. Updates: Manage Multiple Accounts 21
- 22. Updates: Sharing Without Using @ 22
- 23. Updates: Sharing Without Using @ 23
- 24. Updates: Direct Messages & Groups 24
- 25. Updates: Sharing Hashtag Pages 25
- 26. Updates: Sharing Location Pages 26
- 27. Instagram Aps: Layout, Hyperlapse & Boomerang 27
- 28. Instagram Aps: Layout, Hyperlapse & Boomerang 28
- 31. 31
- 32. What is a Hashtag? 32 The # (hashtag) symbol is used to mark keywords or topics. It was created as a way to categorize messages and can also be used with other tools such as Instagram and Facebook.
- 34. Sharing 34
- 35. Advertising With Instagram 35 • Call to action buttons direct users to where you want them to go, such as your web pages, mobile aps and specific pages. • Guaranteed impressions and placement in top ad position of Instagram's feed • Achieve predictable reach and greater control over message frequency • Feedback
- 36. Examples of Sponsored Ads 36
- 37. Paid Influencers 37 “An influencer campaign is an effective way to promote your business and generate leads by leveraging the audience of another Instagram account.” ~ Stefano Mongardi – Social Media Examiner
- 38. Measuring/Proving ROI 38 Unless you are an e-commerce brand selling a product online, it is very hard to measure direct ROI for your company from Instagram. (Likes + Comments) ÷ Total Followers = Engagement Rate • Followers • Likes • Comments • Unique Hashtags • Clicks (From URL in Profile)
- 39. Improving ROI 39 • Increase your audience size • Make your content discoverable with hashtags • Contests for content • Photo caption contests • Hashtag contests • Increase your reach with authentic influencers • Research successful brands and see what they’re doing • Highlight user-generated content • Combine your social channels • Crowdsource photos
- 40. Questions? 40
- 41. Contact 41 Email: CurtisBurns@TSA.DHS.GOV Personal Twitter: @BigBobBurns Personal Instagram: @BigBobBurns Linked In: Curtis (Bob) Burns
Editor's Notes
- While they didn’t hit the power ball, you can say Instagram hit the jackpot by recently reaching 400 million users!
- Can you see a need for TSA to be able to communicate with the public?
- It’s mission critical for TSA to communicate with the public. Plug @AskTSA
- Why we launched Instagram. Educate with travel tips such as proper packing procedures for firearms. Entertain. Give them what they want while sprinkling PSA’s into the mix from time to time. Inform the public about new policies and procedures by linking to blog post. Advertise. TSA Pre Check.
- How I get content. What I look for. How do you get content? How would you get content? What to look for in content. Quirky – Spark Conversation – Quality Photos are best, but not always an option. Entertain, Inform, Educate.
- Research content from other Instagram users and see what kind of content they’re using. Think about what you could use.