How to Work with Instagram Influencers to Create Effective Instagram Strategies- Katja Presnal

2. KATJA PRESNAL
• Owner of Skimbaco Lifestyle online
magazine
• Author of “Instagram as your Guide to the
World – How, What and Who to Follow
and Search on Instagram to Help You
Travel The World”
• Addy Award Winning Social Media Strategist
• Worked with some of the largest consumer
brands and retailers in the world.
WORKED WITH/FEATURED IN

3. ABOVE ALL: A TRAVELER
@skimbaco on Twitter and on Instagram. Use #TBEX to tweet this session.

4. MISSION:
- Educate consumers how
to use Instagram for
travel planning and travel
sharing.
- Educate Travel Bloggers
how to utilize Instagram
better and unite the travel
blogger community on
Instagram.
- Educate travel industry
how to work with travel
bloggers and influencers
on Instagram.

5. WHY INSTAGRAM FOR TRAVEL
BRANDS & BLOGGERS?
1. Showcase yourself as an expert.
2. Engage with travel community.
3. Drive traffic to your website and ultimately
sales, whether you are “selling” content or
actual trips or destinations.
4. Showcase travel destination via images
giving people the reason why to visit.
5. Make connections in the travel industry
and form partnerships with each others.

7. COMMUNITY & DISCOVERY
• Community driven
network
• Discovery and passion
for photography
• For brands: finding
existing audience and
discover new
• New type of influencer
• Not always your
demographic

8. UNEXPECTED INFLUENCERS

9. ENGAGE THE COMMUNITY
• User generated content is the best way to
“sell” your location or brand.
• Create your own hashtag, educate the
consumer to use it.
• Promote the content from community.
• Do it for fun of sharing, instead of as a
traditional marketing campaign (like a
sweepstake).
• Work with travelers and bloggers on
Instagram.

10. WORK WITH INFLUENCERS
• Jump start/improve your Instagram
presence by working with Instagram
influencers.
• Hire people to create content on your
account, theirs or combination.
• Create a “seed” campaign to
improve/provoke consumer action.
• Press/FAM trips with Instagram focus.

11. CREATE A FUN PROP LIKE THE FRAME IN MONTREAL
Photo: JustTravelous / Yvonne Zagermann

12. INTERACTIVE INSTAGRAM SCREEN IN THE HOTEL LOBBY
AT Le MERIDIEN BALI JIMBARAN

13. FEATURE CONTENT LIKE ICELANDAIR IN THE
ONBOARD MAGAZIN

14. WHAT TO LOOK FOR IN AN
INFLUENCER?
• Engagement
• Followers – focus in quality, not necessary
quantity
• Photo quality
• Influence beyond Instagram
• Target audience – does it match yours?
Will you gain new audience?
• Keep your Instagram strategy in mind.

15. HOW TO BUILD
INSTAGRAM STRATEGY?
• No one right way to create the strategy. Pick
your own.
• Goals: setting measurable goals across
departments.
• Your Instagram stream should reflect your
brand visually.
• User generated content vs. your own content.
• Instagram as a channel or a tool to distribute
from.
• Internal or external team to manage it.

17. INSTAGRAM = YOUR BRAND
= YOUR STORY IN PICTURES

19. QUESTIONS?

20. Connect: Katja Presnal @skimbaco
SkimbacoLifestyle.com
katja.presnal@skimbaco.com