How to diffuse the instagram content of an event on other social media platforms

1. SWATCH EVENTS
INSTAGRAM
MANAGEMENT &
DIFFUSION
VIA PINTEREST
Update 20/08/2012

2. BACKGROUND & OBJECTIVE
BACKGROUND
Instagram has become the largest image database in the world with
more than 15 million users, 150 million pictures and 800k pictures
uploaded every day.
Recently the Olympic Games in London themselves generated more
than 400’000 pictures on Instagram. Many of them posted directly
by the athletes who shared their behind the scenes olympic
experience with their followers.
OBJECTIVE
Instagram should become a key element of the coverage of Swatch
Sponsored sports events with pictures coming from the public, the
athletes and the partners.
Gathering and publishing these images on our differents platforms
to make them easily accessible and visible to our audience is our
Objective.
RESULTS
The visibility of our logo and products is diffused throughout the
stream of images from the event making it more gentle and less in
your face.
However the visibility is increased tremendously and the can easily
be measured by the number of likes and comments on individual
pictures.

3. FUNNELING THE IMAGES
HASHTAG IDENTIFICATION / DEFINITION
The first taks of Swatch is to funnel the flow of images that will be
posted at an event by the use of a hashtag everybody posting
pictures from the event should be using.
Ideally the event hashtag is an existing one that the public and
athletes 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 that
makes sense, is not too long and to spread it out.
SPREADING THE USE OF THE HASHTAG
In order to encourage the spreading of the hashtag different tactics
can 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.

4. IMAGES MONITORING / PUBLISHING
PINTEREST FOR MONITORING
Before publishing the pictures from the event on our platforms it is
important to do some monitoring work in order to only pick the best
pictures available and avoid any embarassing situation.
By using websites like statigram.com or the ipad application
Pinstagram, you are able to follow a particular hashtag and see
what pictures have been posted by the public, the athletes and the
partners.

5. IMAGES MONITORING / PUBLISHING
PINTEREST AS PUBLISHING PLACEHOLDER
Once you have identified the pictures you want to publish, create a
Board on Pinterest that is dedicated to that particular event and Pin
the identified pictures to that board by including the hashtag in the
description.
Statigram allows for easy pinning of instagram pictures
The same operation can also be achieved directly on the
Pinstagram Ipad Application.

6. IMAGES MONITORING / PUBLISHING
PINTEREST AS PUBLISHING PLACEHOLDER
Each Pinterest board can than easily be converted into an RSS feed
that you can either stream on a web page or in a Facebook
application. Just remove the last «/» at the end of the board URL
and replace it by .rss
http://pinterest.com/swatchwatches/swatch-girls-pro-china.rss
The other advantage of using a Pinterest board is that you can give
Pin permission rights to that board to other people likely to help you
add and monitor the content published to Instagram.

7. CONTENT FLOW
BRAND SOCIAL MEDIA MANAGER
ATHLETES PUBLIC
#EventHashtag
SOCIAL
Monitoring / Pinning MEDIA
MANAGER
Automatic publishing RSS FEED
EVENT
DISPLAY OF CONTENT ON FACEBOOK / OUTDOOR SCREENS / EVENT & BRAND WEBSITES