how to work with instagram influencers to create effective instagram strategies- katja presnal

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

ABOVE ALL: A TRAVELER

@skimbaco on Twitter and on Instagram. Use #TBEX to tweet this session.

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.

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.

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

UNEXPECTED INFLUENCERS

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.

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.

CREATE A FUN PROP LIKE THE FRAME IN MONTREALPhoto: JustTravelous / Yvonne Zagermann

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

FEATURE CONTENT LIKE ICELANDAIR IN THEIR ONBOARD MAGAZINE

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.

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.

INSTAGRAM = YOUR BRAND= YOUR STORY IN PICTURES

QUESTIONS?

Connect: Katja Presnal @skimbaco

SkimbacoLifestyle.comkatja.presnal@skimbaco.com