Slides for the Workshop The Power of Visual Storytelling with Instagram in Rotterdam

1. THE P WER OF
VISUAL STORYTELLING
WITH INSTAGRAM

2. MOST OF BRAIN IS DEDICATED
TO VISUAL PROCESSING

3. CAN YOU TASTE THE YOLK
OF THIS EGG?

4. CAN YOU HEAR THE TRAFFIC
OF TIMES SQUARE?

5. CAN YOU SMELL THE
FRAGRANCE OF THESE LILIES?

6. 40% of people will respond better to visual
information than plain text.
Source: WMG
40%

7. Articles that contain images get 94%
more views than articles without
Source: Hubspot
94%

8. PHOTOS ARE THE MOST
Photo Link Album Video Status
87%
4% 4% 3% 2%
SHARED ON FACEBOOK
Source: eMarketer

9. SOCIAL MEDIA OF 2000

10. Source: Instagram

11. 600
MILLION USERS

12. 150,00300,00450,00600,00
Dec '10 Jun '11 Sep '11 Dec '11 Apr '12 May '12 Jul '12 Sep '12 Jan '13 Feb '13 Jun '13 Sep '13 Dec '14 Sep '15 Jun '16 Dec '16
1 5 10 15
40
50
80
100
90
100
130
150
300
400
500
600
Instagram Growth
in millions

13. Source: Instagram

14. Source: Newcom

15. Source: Newcom

16. Source: Newcom

17. authenticity | relevancy | consistency | engagement

18. POWER OF
INFLUENCER

19. WHAT IS AN INFLUENCER?

20. Source: AdWeek

22. Smaller Influencer | Target Audience | High Engagement

23. INFLUENCERS
FOR FREE?

24. POWER OF
USER-GENERATED
CONTENT

25. 90MILLIONS
PHOTOS SHARED EVERYDAY

27. Source: Hashtag the World / March 2017
49.590
132.580
#Rotterdam Rotterdam

28. Source: Hashtag the World / March 2017 (7 days
313
95
#Boijmans Boijmans

29. Source: Hashtag the World / March 2017 (7 days)
532
#Markthal Markthal
605

30. Source: Hashtag the World / March 2017
2. Markthal1. Rotterdam
6. Boijmans Museum
3. Erasmusbrug 4. Rotterdam Centraal 5. Rotterdam Centrum
7. Rotterdam Ahoy 9. Diergaarde Blijdorp8. Maassilo Rotterdam
10. Kunsthal Rotterdam
# ROTTERDAM
TOP LOCATIONS

31. POSITIVE
TESTIMONIALS

35. Authenticity:
User-generated content (UGC) reveals real people
and places, meaning real moments and emotions that
establish a new kind of heightened digital intimacy.

36. Millennials Trust User-
Generated Content 50%
More Than Other Media
Source: Mashable

37. Curate Content via the LiveWall
& Promote your Landing Page on
your Instagram profile.
Your Landing Page will feature
beautiful testimonials from
other Instagrammers with the
look and feel of your website.
Invite the photographer to
check the Landing Page.
They will love and start to
follow you on Instagram.

38. Real conversations. Best
way to increase followers
and love for your brand!

39. @vincentdemmenie
+1500 foto’s
12.3K volgers

40. 201120132014
Suggested UserEerste Instameet
2016

41. OKT 2015
@vincentdemmenie @linda_post
@kitandnancy @wout010
@urbanlines @a3nnn @instabruijn

42. Wat doen wij?
● Wij selecteren elke dag een foto van Rotterdam
(#igersrotterdam)
● Hiermee bouwen wij aan een community
voor fotografen uit Rotterdam en omgeving
● Organiseren offline events (Instameets)
● Bijkomstigheid: Promotie Rotterdam

43. WAAROM!?
Fan van Rotterdam!
Passie voor fotografie

44. Hoe zorg ik voor UCG
● Verzin een Hashtag
● Creëer een start met een give away / fotowedstrijd
● Betrek je fans, doe een “Take over”, creëer ambassadeurs
● Offline events
● Denk als een Instagrammer (niet als een bedrijf)
● Zorg voor regelmaat en kwaliteit
● Instagram Stories
● De laatste 9 foto’s zijn je visitekaartje

51. TIME FOR A
WORKING BREAK!

52. PRESENTATION
PARTICIPANTS
WORKSHOP

72. STORIES
& INSIGHTS

73. Source: Instagram

77. Source: Iconosquare
ARE INSTAGRAM STORIES KILLING YOUR
ENGAGEMENT ON TRADITIONAL POSTS?

78. Source: Instagram
TAKE
OVER

79. Source: Instagram
BROADCAST
EVENTS

80. Source: Instagram
SHOWCASE
PRODUCTS

81. Source: Instagram
BEHIND
THE SCENES

88. Ondernemersactie #welcomeMTV
• 15 globes zichtbaar in de stad bij 74 ondernemers
• Goede verbinding maken tussen online en offline
• Ondernemers zelf ook actief in aanjagen actie
• 2 MTV EMA kaarten voor de winnaar als activatie
(en goodiebags ter verloting onder deelnemers)

90. MTV Music Week – in beeld

92. Meer interactie: Bijvoorbeeld bij @fourwindsphoto rond de 20, normaal rond de 8
Gemiddeld rond 20 nieuwe volgers per dag,
gedurende take-over 30 per dag

135. WORKSHOP
TAKEAWAYS

136. authenticity
•Think and act like a person not like a
company. People like real people,
especially on social media.
•Never place pictures, photo’s and
video’s that do not represent or match
you.
•Use content from others to get good
content simply and fast. USG is trusted
more than other content and leads to
interaction
•Real photo’s and video (content) is
better than perfect ones
• Generate more awareness with a cross
media/360 degrees approach (i.e. use
the best Instagram photo for a billboard
or mention your IG account in video’s)
• Get to know your audience and learn
what their preferences and wishes are
•Use Instagram Insights and other tools
to see what is working and what’s not
•When you think of working with
influencers, they’ll have to match your
brand. Influencers really can boost your
account
relevancy

137. Consistency
• Reposting is good. You don’t have
generate own content constantly
• Always mention the original
photographer when reposting. It is
appreciated and you give them the
credit they deserve
•Post on a regular base, but keep a good
balance between quality and quantity
•Choose one language and only post in
that language
•Use location tags, in your (re)posts.
Instagrammers use them to search for
posts. Also be as specific as possible
•Search, create, use and stimulate
hashtags
•Use many different hashtags, there is
no limit. Place the 3 best in your
caption and the others in the first
comment
Tags

138. Photos
•Check the brightness of yor pictures:
brightere pictures tend to attract more
than dark ones
•Place your object on the crossing of the
horizontal and vertical lines and use the
‘Rule of thirds’ Instgram has a grid you
can use
•Plaats het te fotograferen object op een
snijvlak van horizontale en verticale
lijnen en gebruik hierbij het principe van
de
•People on pictures work well
•Stories are on top of your timeline and
can attract more than photo’s
•Cap the number of stories to 10. The
more stories you have the less
attention they get (too much to check)
•Experiment with stories, a lot is
possible (Boomerang, link to a blog,
filters, animations) and you can use it
for a behind the scenes video, to
broadcast events and to showcase
your products
•Be carefull with Live video, too much
could be annoying
Stories

139. Engagement
•Create fun opportunities which invite/challenge people to photograph. For example:
Create a photochallenge with a nice givaway or showcase them nice Instagrammable
moments and places photograph (i.e.The Avocado Show bike)
•Use your fans as ambassadors: tag and thank them in the comments of your re-posts
•Don’t be afraid to ask questions. It will emphasize that you interested and might give
relevant information
•Try to answer your messages and calls personally. People really appreciate that a real
person is behind that account
•Try to build a community instead of targeting one. If your product is interesting enough it
will attract people. You shouldn’t have to tell people why they will have to follow you
•Engage to get engagement. The more active you are on Instagram the more interaction will
take place and the more followers/authority you will get

140. Others
•Switch to a company profile so that you
can use Instagram Insights
•Connect Instagram with your other
channels like Facebook, so that you can
post from Instagram directly on
Facebook
•Check the Instagram account of your
competitors, it might give you some
good ideas. It can also give you some
inspiration for who to follow or
influencers you can use
•Dinsta (Instagram Photo Download)
•Chrome Extension Image Downloader
(for reposting)
•Later.com & Onlypult (scheduling posts
+ insights)
•Apps: Snapfeed, Avairy and VSCO
(spice up and adjust you photo’s)
Some handy links/apps

141. THE P WER OF
VISUAL STORYTELLING
WITH INSTAGRAM