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Instagram for PR Success

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Geben Communication
Geben Communication

Best practices for leveraging Instagram as a PR tool. When viewed through a PR lens, Instagram becomes more than just a place for sharing selfies and “food porn.” How can PR pros leverage the platform to build brands and reach new audiences? Learn how to use Instagram to drive meaningful, measurable PR outcomes – proving a photo really is worth more than a thousand words.

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@prTini | #FPRA2015AC Heather Whaling • @prTini Instagram: PR Success best practices for leveraging Instagram as a PR tool
@prTini | #FPRA2015AC about me: •  Twitter: @prTini •  IG: @heatherwhaling •  prTini.com
@prTini | #FPRA2015AC about Geben: •  based in Columbus, OH •  small by design: 15 people •  fresh approach to PR •  integrate traditional/digital •  creativity that gets results
@prTini | #FPRA2015AC Photo credit: Pixabay.com
@prTini | #FPRA2015AC instagram opportunities
@prTini | #FPRA2015AC case studies 3
@prTini | #FPRA2015AC goals: •  extend online community •  Convey event experience to non-local supporters •  250 followers in week one •  Triple network by race day •  Increase participants’ race day photos
@prTini | #FPRA2015AC Instagram launch: •  RunFest “correspondents” •  Pre-event promotion •  Live photos at the event •  Interaction between accounts •  Result: @cbusmarathon had 300 followers within one week of launching
@prTini | #FPRA2015AC pre-race: •  behind-the-scenes •  marathon news and race/course updates •  inspiration •  blog posts •  training tips
@prTini | #FPRA2015AC Instagram ambassadors: •  countdown to race day •  ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog •  Prompts: Where do you run? How do you feel? What are you wearing?
@prTini | #FPRA2015AC race day: •  photo, video and scenes from around the course •  heavy interaction with people tagging #cbusmarathon
@prTini | #FPRA2015AC outcomes: •  300 followers by July 8 (one week after first photo) •  988 followers on race day •  1,000+ photos posted on and immediately following race day, a 42% increase over the previous year
@prTini | #FPRA2015AC goals: •  increase donations from online communities •  engage a corporate sponsor •  tap into local online influencers’ networks •  expand NCH’s local online footprint
@prTini | #FPRA2015AC campaign launch: •  “favorite things” •  pre-seed Instagram influencers with campaign materials and images
@prTini | #FPRA2015AC corporate sponsor: •  post photo à $5 •  claim photo à $10
@prTini | #FPRA2015AC outcomes: •  400+ photos posted on Instagram, resulting in a $5,000 donation to Nationwide Kids from Simple Bath Ohio •  #NCHfavorites hashtag reached 242,000 people
@prTini | #FPRA2015AC goals: •  engage influencers •  reach new audiences •  drive ticket sales
@prTini | #FPRA2015AC
@prTini | #FPRA2015AC strategy: •  create a spike in interest while underscoring the messaging •  build on “loop giveaway” idea
@prTini | #FPRA2015AC
@prTini | #FPRA2015AC outcomes: •  photos reached 45,000 potential ticket buyers •  nine new influencer relationships •  sold-out show
@prTini | #FPRA2015AC tips for Instagram success 8
@prTini | #FPRA2015AC get creative with your content
@prTini | #FPRA2015AC humanize your brand
@prTini | #FPRA2015AC post frequently
@prTini | #FPRA2015AC reward the behaviors you want to repeat
@prTini | #FPRA2015AC be smarter about hashtags
@prTini | #FPRA2015AC increase engagement higher engagement on photos with hashtags higher engagement on photos that are geotagged 12% 76% Sources: Simply Measured, Sprout Social
@prTini | #FPRA2015AC create an Instagram style guide
@prTini | #FPRA2015AC be professional
@prTini | #FPRA2015AC examples of Insta-creativity 8
@prTini | #FPRA2015AC themed content campaign
@prTini | #FPRA2015AC user-generated content campaign
@prTini | #FPRA2015AC influencer takeover
@prTini | #FPRA2015AC insta-mob
@prTini | #FPRA2015AC filter-driven storylines
@prTini | #FPRA2015AC choose your own adventure
@prTini | #FPRA2015AC cross-platform
@prTini | #FPRA2015AC Insta-zine
@prTini | #FPRA2015AC Geben-approved Instagram tools bit.ly/GEBPRtools 20
@prTini | #FPRA2015AC create
@prTini | #FPRA2015AC edit
@prTini | #FPRA2015AC manage
@prTini | #FPRA2015AC add some sizzle
@prTini | #FPRA2015AC Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices. Heather Whaling • @prTini heather@gebencomm.com bit.ly/afreshapPRoach bit.ly/GEBPRtools

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