Tourism Stakeholder presentation€¦ · Instagram marketing checklist Goal setting Business...

#InstaForLocal @atrumb

Angela TrumbaturiSenior Account Executive

Clients: New Orleans Tourism Marketing Corporation, New Orleans Convention & Visitors Bureau


State of social media Instagram marketing checklist Goal setting Business profiles

Stories Influencer marketing Advertising

Measurement Competitor analysis


SET THE STAGE

TACTICS

ANALYZE

Content is less frequent, more targeted Shift from sometimes supported to always supported Impact on business objectives

Reducing frequency of one-off content (7-12 times a week) to targeted, strategic, promoted content (1-3 times a week)

Utilize storytelling tools for additional content

Layered with social campaigns with start and end dates Measurable against set business objectives


Content creator Curator Moderator Advertising Manager Project manager

Integrated marketing plan

Overall objectives

Instagram strategy, goals, tactics

Benchmarks

Tools

Community management

Analytics

Curation

Content & engagement plans

Content calendar

Social advertising plan

Budget

Facebook business & ads manager

Creative

ROLES


Raise brand awareness Drive campaign specific promotions Generate leads Drive online sales Increase local sales

SET GOALS

• What do you hope to achieve?

• Align with your broader

marketing strategy

• Focus on networks that best

meet your goals

Instagram should be one Part of comprehensive marketing plan


Promote products, offer special deals, incentives/contests/sweepstakes and services

Generate goodwill and word-of-mouth by customers to help drive profitability (in tangible and intangible ways)

Sell goods and services through Instagram (Instagram ads linking out to online purchases)

Cultivate content partnerships with other brands or influencers


Rolling out

Organizations of any size can be recognized with a business profile

Insights about followers and posts

Promote posts to drive business objectives

Once you switch to the Instagram Business profile, your customers can see valuable information on your profile


Actionable info:• Best performing posts • Which days of the week and times

are best to post• Demographic breakdown of your

followers

Promote any posts you’ve shared:• Include a button like Learn More• Reach new customers in your

target audience


These insights may include: Impressions: Total number of times your

post was seen Reach: Number of unique accounts who

saw your post Website Clicks: Number of accounts that

have tapped the website link on your Business Profile

Follower Activity: Average times your followers are on Instagram on a typical day


Keep in mind: Impressions and reach

are different

Reach is based on the number of unique people who view your post


String of images & videos uploaded to a feed that's separate from the regular Instagram feed

Plays chronologically as you add content to it

Edit content with features like text, finger paint, emojis

Content cannot be liked on commented on, but private messages can be sent directly from slideshow

Everyone has access to Instagram Stories


Versus Snapchat:

Seamlessly integrate more behind-the-scenes content & video into your Instagram content strategy & focus on building one audience, rather than splitting your reach between Instagram & Snapchat

Your story is featured on the home feed tab & profile page

New stories in the home feed are organized by who you interact with most, and not by the time the story’s been updated (like Snapchat)

Unlike Snapchat, people don’t have to be following you in order to see your Instagram story (private account); Someone can browse stories without following


Swiping down on the Stories camera allows you to post content shot in last 24 hours – pulls from camera roll

Feature a specific part of your story by using the share button to share it directly to your regular feed

Ability to see total views & who has viewed your story


1. Tap plus sign in upper left corner of

screen

2. Add photo or video

1. Tap round button

2. Take a video by pressing down for

up to 10 sec

3. Swipe down to chose your photo or

video (Boomerangs, Hyperlapses)

3. Add art

4. Done? Tap checkmark icon to share

1. Will appear at top of your

followers’ feeds

2. Also visible on your profile page by

tapping your profile pic#InstaForLocal @atrumb

3 pen type options to doodle

Add emoji using your keyboard

Swipe right to select a simple color

filter

Pro Tip: Not limited to the colors that

appear at the bottom of the screen.

To open more advanced color options

simply press & hold one of the colors


Bad news:• No easy solution• Takes time, resources

Good news:• Payoff• Brand ambassadors• New audiences

Considerations:• Influencers vs. Instagram specific influencers• Establish selection criteria (ex. 10K+) – what’s “influential” for a similar brand

may not be the same for yours; influence is relative


Influencer Selection Criteria

• Influence = Audience Reach (# of followers) x Brand Affinity (expertise & credibility) x Strength of Relationship with Followers

• How relevant is the influencer to both the brand and the brand’s audience?

• Do they expand beyond their niche community?

• Do they fit a set of criteria necessary to accomplish the brand’s goals?

• Number of followers, level of engagement

• Loyal following

• Is their community interested in/receptive to the brand’s industry/messaging?

• Actionability: what do they ask their users to do?

• Does it make sense?


To find influencers:

Do’s:

• Look to hashtags being used within the community, explore panel

• Identify, follow & interact with the local Instagram accounts that function as

curators & cultural stewards in your area for things to do, places to go, etc.

• Determine the type of content/products/activities each local influencer tends to

share & see where your product /service fits into the scope of their priorities

• Reach out with partnership opportunities when appropriate (after spending time

interacting & evaluating interactions) – cannot stress this enough!

• Explore who top influencers mention & tag in their own posts

Don’ts:

• Be pushy or spammy

• Be a taker–make sure you are also offering support in return, what’s in it for them?

• Be strategic about forging connections#InstaForLocal @atrumb

Engaging with influencers:

Do’s: • Use their hashtags on your relevant content (ex: #eatingnola) so they can

easily find you• Interact with them through double taps, comments & resharing content • Pay attention to their own branding strategies so you can learn from their

successes and failures• Make cultivating relationships part of your routine

Don’ts: • Overlook tapping your own personal network to identify your most supportive

influencers & brand ambassadors


Do’s: • Take time to listen to what people are

saying about your brand • Explore partnerships – even ones that may

seem unorthodox• Connect with influencers & cultivate brand

ambassadors

Don’ts: • Overlook potential audiences / consumer

segments• Let fear of failure keep you from trying new

things• Forget to have fun


Facebook Ads Manager & Power Editor• Create ad campaigns, individual ads &

boosted posts• Can run on both Facebook & Instagram

at the same time, or individually

Musts• Facebook Page to run ads on

Instagram• Set up an ad account and/or a

Business Manager account

Business Manager lets you manage all the people, ad accounts & Pages that you work with in one place


Isn’t necessary to have an Instagram account to be able to advertise there –need to have a Facebook page

Use the name of your company’s Facebook page & it will appear on your Instagram Ad (except it will not be clickable)

If you choose to advertise in this way, be aware that you will not be able to comment on your Ad as a business

Be very selective in running Instagram ads without an account


Pros of advertising on Instagram:

• Generate leads for your business

• Great exposure to a targeted audience

• Opportunity to drive traffic to a website/blog/ecommerce site

• Pay-per-click basis

Cons of advertising on Instagram:

• A badly targeted audience could cause your Ad to get lost in a sea of

unconcerned or indifferent users

• A non inviting CTA (call-to-action) could cause users to just keep scrolling

• A low quality image or video will not engage users


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• Campaign promotion

• Account awareness

• Targeting


“Clicks to Website” Ad

Double duty:

Growth + Web traffic


Solicit a direct response which is specific &quantifiable

Includes an explicit “Call to Action,” and the ability to take that action once on the corresponding landing page (fill out form, email, call, purchase)

Drives users to a landing page where specific action can be taken

Includes the following messaging: “Buy Now,” “Shop Now,” “Learn More” etc.

Some KPIs: Cost Per Order, Revenue Per Media Dollar, Cost Per Lead

#InstaForLocal @atrumb#InstaForLocal @atrumb


Experiment with tone/style A/B testing

• Increase impressions, engagement, support other goals

• Number of clicks: refers to the number of clicks your Ad has received from users

• Post likes: refers to the number of likes your Ad has achieved

• Cost per click: refers to the overall cost of each click on your Ad

• Cost per view: refers to the overall cost per impression of your Ad

• Click through rates: refers to the percentage of clicks through to your landing page the Ad

has achieved in relation to the number of impressions

• Cost per lead: refers to the overall cost of gaining a lead via your Ad

• Lead to customer conversion: refers to the number of leads who become your customers

via your Ad


Interested in learning more?

FSC [email protected]

Angela Trumbaturi@[email protected]

#InstaForLocal

Tourism Stakeholder presentation€¦ · Instagram marketing checklist Goal setting Business...

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