United Airlines Sr. Marketing Rep, Shanna Quinn will share how United’s social media team built their Instagram following from scratch. You’ll learn first-hand what worked, what didn’t work and important game changing milestones that helped their audience and engagement take off.

1. Instagram
How to help your
following take off
Social Media Masters Summit
May 2014

2. Our Journey
• Boarding
• Take Off
• The Climb
• Turbulence
• Cruising Altitude
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3. Boarding
 Assets
 Rules of engagement
 Who to follow
 Cadence
 Success metrics
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5. Take Off
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6. Engagement Starts…
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February May August November February

8. The Climb
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9. 9
February May August November February
13% average engagement rate

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12. Turbulence
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13. Spike in Followers…
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February May August November February

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15. Engagement
Drops
• Lack of quality fan
• Campaign heavy
• Our cadence was off
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17. Cruising Altitude
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18. Cruise
Engagement Tactics
• ReSharing
• Follow more
• Like more
Balanced Content
• Know your audience
• Know your community
• Know your story
…and tell it
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19. Thank you!
Instagram.com/united
Facebook.com/united
Twitter.com/united
Youtube.com/united
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