TRANSPORTATION SECURITY ADMINISTRATION€¦ · TRANSPORTATION SECURITY ADMINISTRATION How to create...

Derived from: Multiple Sources; Declassify on: 25x1-human; Date of Source: 20091007

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TRANSPORTATION SECURITY ADMINISTRATION

How to create hot visual social-media content to set your brand voice and identity

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TSA Operations

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In 2015: Over 7oo-million travelers were screened (nearly 2-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.

Mission Critical To Communicate

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TSA’s Instagram Account

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• Launched in 2012

• Over 500K Followers

• Change Conversation

• Educate • Entertain

• Inform

• Advertise

Content

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NASA

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Department of Interior

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U.S. Fish and Wildlife Service

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U.S. Citizenship and Immigration Services

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Beyoncé

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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Is Instagram for You?

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Do you have a steady source of interesting content?

Inform Educate Sell Advertise

Updates

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Stories

Save Drafts

More Options Than A Square

Video View Counts

Multiple Accounts

Saving a Draft

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Updates: Landscape and portrait photo sharing – Wide Screen Video

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Updates: Video Counts

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Updates: Manage Multiple Accounts

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Updates: Manage Multiple Accounts

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Instagram Aps: Layout, Hyperlapse & Boomerang

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Instagram Aps: Layout, Hyperlapse & Boomerang

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Other Instagram Aps

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Photo Editing

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LUX Adjust Brightness Contrast Structure Warmth Saturation Color Fade Highlights Shadow Vignette Tilt Shift Sharpen

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What is a Hashtag?

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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.

Choosing Hashtags

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Sharing

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Measuring/Proving ROI

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Unless you are an e-commerce brand selling a product online, it’s very hard to measure direct ROI for your company from Instagram.

(Likes + Comments + Views) ÷ Total Followers = Engagement Rate

• Followers • Likes • Comments • Unique Hashtags • Clicks (From URL in Profile)

Improving ROI

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• 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 • Paid Influencers

Questions?

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Contact

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Email: CurtisBurns@TSA.DHS.GOV Personal Twitter: @BigBobBurns Personal Instagram: @BigBobBurns Linked In: Curtis (Bob) Burns