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Instagram: Using Influencers and NASCAR to Drive Traffic
Presented to:
Social Media Tourism SymposiumEl Paso, Texas
Prepared by:
Chad Wiebesick Director of social media & interactive marketing
Twitter: @WiebesickNovember 8, 2012
@Wiebesick #SoMeT12
Connecting the Community• Multi-faceted social media program on 8 networks, including:
– Facebook (450,000 fans) is where the community meets– Twitter (40,000 followers) keeps the community informed– Blog (1,400 visits/day) celebrates Michigan’s treasures
• Award-winning social media presence– 2012 Mercury Award from U.S. Travel Association for “Best Use
of Social Media” among all state tourism campaigns– 2012 PR Daily Awards finalist for “Best Facebook Page”
@Wiebesick #SoMeT12
Instagram: Visual Storytelling
• Launched July 2012
• 9,700 total fans
• Nearly 90,000 photos have been tagged #PureMichigan
• 500 photos added each day tagged #PureMichigan
@Wiebesick #SoMeT12
Align Your Social Strategy To Your Business Objectives
• Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.
@Wiebesick #SoMeT12
Instagram: How We Use It• Curating a fine art gallery of majestic Pure Michigan photos
that inspire travel
• Feature fan-submitted photos and credit them
• Be social: leave comments and “like” photos
@Wiebesick #SoMeT12
Gain Fans: Cross Promote Instagram
FacebookBlogGoogle+
Pinterest Twitter
@Wiebesick #SoMeT12
Find Influencers
@TonyDetroit = 229,000 followers and following 311 people
@Wiebesick #SoMeT12
Engage Influencers
• Select an influencer to serve as an Instagram Guest Photographer at popular events
• Sprint Cup NASCAR race August 21, 2011
• 75 million NASCAR fans nationally
@Wiebesick #SoMeT12
Instagram Guest Photographer
• Within 20 minutes of posting on Instagram, @TonyDetroit’s photos appear on the Popular Photo Page
@Wiebesick #SoMeT12
Instagram Guest Photographer
• Promotion– Pure Michigan team will post a photo on Instagram explaining
that the account has been handed to the specific user
• Hand-Off of the Account– The guest will be given a new password. Pure Michigan will
monitor the guest’s usage of the account.
• Sharing– Pure Michigan will share these photos on other social
networks at their discretion.
• Wrap Up– Pure Michigan will post a photo thanking the guest. A new
password will be set.
@Wiebesick #SoMeT12
Requirements• Please do:
– Minimum posts per day: 3– Maximum posts per day: 10– Location to be noted in tag or caption.– Name of photographer to be noted in caption (e.g.
Contributed by guest photographer @username).
• Please do not:– Post photos of explicit content or any activity that
could be deemed illegal– Any item(s) that do not represent the Pure Michigan
brand– Comment to fans or answer questions on behalf of
Pure Michigan
@Wiebesick #SoMeT12
Pure Michigan 400 Social Integration
Storify
Google+ Hangout
Facebook Blog
@Wiebesick #SoMeT12
Thank You
• Chad Wiebesick
• Twitter: @wiebesick
• Facebook.com/cwiebesick
• Linkedin.com/in/wiebesick
• (517) 335-1083
@Wiebesick #SoMeT12
