BACKGROUND & OBJECTIVEBACKGROUNDInstagram has become the largest image database in the world withmore than 15 million users, 150 million pictures and 800k picturesuploaded every day.Recently the Olympic Games in London themselves generated morethan 400’000 pictures on Instagram. Many of them posted directlyby the athletes who shared their behind the scenes olympicexperience with their followers.OBJECTIVEInstagram should become a key element of the coverage of SwatchSponsored sports events with pictures coming from the public, theathletes and the partners.Gathering and publishing these images on our differents platformsto make them easily accessible and visible to our audience is ourObjective.RESULTSThe visibility of our logo and products is diffused throughout thestream of images from the event making it more gentle and less inyour face.However the visibility is increased tremendously and the can easilybe measured by the number of likes and comments on individualpictures.
FUNNELING THE IMAGESHASHTAG IDENTIFICATION / DEFINITIONThe first taks of Swatch is to funnel the flow of images that will beposted at an event by the use of a hashtag everybody postingpictures from the event should be using.Ideally the event hashtag is an existing one that the public andathletes have already adopted (ie: #SwatchGirlsPro /#FreeRideWorldTour) and that derives directly from the event name.If this kind of hashtag doesn’t exist, the goal is to create one thatmakes sense, is not too long and to spread it out.SPREADING THE USE OF THE HASHTAGIn order to encourage the spreading of the hashtag different tacticscan be adopted:• Invite the athletes to use the hashtag by posting a picture that includes the said tag in the comments and to @mention the athletes. If possible a direct briefing of athletes is even better.• Incentivise the public to use the hashtag with either a competition or the promise of visibility on parnter platofrms and eventually live at the event.
IMAGES MONITORING / PUBLISHINGPINTEREST FOR MONITORINGBefore publishing the pictures from the event on our platforms it isimportant to do some monitoring work in order to only pick the bestpictures available and avoid any embarassing situation.By using websites like statigram.com or the ipad applicationPinstagram, you are able to follow a particular hashtag and seewhat pictures have been posted by the public, the athletes and thepartners.
IMAGES MONITORING / PUBLISHINGPINTEREST AS PUBLISHING PLACEHOLDEROnce you have identified the pictures you want to publish, create aBoard on Pinterest that is dedicated to that particular event and Pinthe identified pictures to that board by including the hashtag in thedescription. Statigram allows for easy pinning of instagram pictures The same operation can also be achieved directly on the Pinstagram Ipad Application.
IMAGES MONITORING / PUBLISHINGPINTEREST AS PUBLISHING PLACEHOLDEREach Pinterest board can than easily be converted into an RSS feedthat you can either stream on a web page or in a Facebookapplication. Just remove the last «/» at the end of the board URLand replace it by .rsshttp://pinterest.com/swatchwatches/swatch-girls-pro-china.rssThe other advantage of using a Pinterest board is that you can givePin permission rights to that board to other people likely to help youadd and monitor the content published to Instagram.
CONTENT FLOW BRAND SOCIAL MEDIA MANAGER ATHLETES PUBLIC #EventHashtag SOCIAL Monitoring / Pinning MEDIA MANAGER Automatic publishing RSS FEED EVENTDISPLAY OF CONTENT ON FACEBOOK / OUTDOOR SCREENS / EVENT & BRAND WEBSITES