Instagram Workshop

16.04.2015

Andrew Murray & Jess Glynn

Strategy, creative content and social for:

Andrew Murray Head of Social Media

& Brand Content

@McCannBlue

Travel blogger, photographer

& Instagram addict

Jess Glynn Social Content Specialist

@McCannBlue

What we’ll cover today

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1. Introduction into Instagram 2. Bringing your business to life through storytelling

3. Top tips for creating eye-catching photos & videos

4. How to grow your community online 3. Best practices for engaging with fans/customers on

Instagram + some best-in-class food & drink brand case studies included throughout.

1. A little intro…

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We ask the room: Name? Company? Hope to get out of today/on Instagram?

AN INTRODUCTION TO INSTAGRAM

Instagram is an online mobile photo-sharing, video-sharing and social networking service.

WHY YOU SHOULD BE USING INSTAGRAM?

300 million = Monthly Active Users

30 billion = Photos Shared

2.5 billion = Favourites Daily

70 million = Photos Shared Daily

WHY INSTAGRAM?

THINGS TO CONSIDER…

• Set Goals - Why are you using Instagram? What do you want to achieve?

Do you want to build brand awareness/find new customers?

• Dedicate Time - Take the time to create high quality images, it will help you to stand out from the crowd.

• Account Name - Make it easily recognisable. Does to match your other social media accounts? (Brand Consistency)

• Profile Photo - Keep it simple! The image will be cropped into a circle and will appear very small on Instagram.

HOW TO SET UP AN INSTAGRAM ACCOUNT?

2. Storytelling

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Start with your story. Your point of view.

WHERE TO START

STORYTELLING WITH INSTAGRAM

"It's about bringing a business to life through the use of great imagery. It's not about focusing on your product or service but creating a story around your offering."

Building better brands

FLEXIBLE CONTENT PLAN

FLEXIBLE CONTENT PLAN

Who’s doing it well?

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3. Top tips

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1. Consider your lighting

1. Consider your lighting

– Try to arrange your image so that it looks pleasing to the eye 2. Composition

3. Get in close

3. Get in close

4. Background & Scenery

4. Background & Scenery

5. Add a pop of colour

5. Add a pop of colour

6. Action shots

6. Action shots

7. Editing & Filters

7. Editing & Filters

7. Editing & Filters

7. Editing & Filters

7. Editing & Filters

Instagram Layout

8. Other editing apps

SnapSeed

8. Other editing apps

PHOTO CHALLENGE:

#BordBiaGram

1. Lighting

2. Composition

3. Get in close

4. Background & scenery

5. Add a pop of colour

6. Action shots

7. Editing & filters

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Instagram Video

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• 15 Second video clips

• Capture important brand moments e.g.

Videos of your customers enjoying your product or service. Behind the scenes clips that engage your customers.

Testimonials from your customers.

• Think in Squares. Instagram will crop your videos so keep the subject in the centre.

• Consider the thumbnail – This is the image that will appear in your customers Instagram stream.

• Tell a story using multiple clips.

• Think in Squares. Instagram will crop your videos so keep the subject in the centre.

• Consider the thumbnail – This is the image that will appear in your customers Instagram stream.

• Tell a story using multiple clips.

Instagram Hyperlapse

Instagram Hyperlapse

Instagram Hyperlapse

4. How to grow your community.

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1. Use Hashtags

Use industry related hashtags.

• Create your own hashtags.

• Actively use and monitor your hashtag.

• Engage with people who use your hashtag.

Use popular hashtags e.g #FoodPorn #TBT.

Use location based hashtags e.g. #Dublin #LoveDublin

2. Follow, Like & Comment

3. Connect your other Social Media channels

4. Spread the word

5. Offer Exclusive Content & Competitions

5. Engaging with fans/customers on Instagram.

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BEST PRACTICES FOR ENGAGING WITH CUSTOMERS ON INSTAGRAM

• Follow, Like & Comment on your audiences images.

• Communicate through your Hashtag.

• Act like a person, not like a brand.

• Reward your followers with promo codes/exclusive competitions.

• Ask Questions.

• Encourage User Generated Content e.g “Share your photos with us using the #_____ to be in with a chance to win a voucher!”

#BordBiaGram

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Q&A

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