Brilliant Branding Through Instagram Elisabeth Deal edeal@rockvillemd.gov

What is Instagram and why use it? Free mobile photo and video sharing app Download from app store & set up an account Help you reach your marketing goals Your target audience uses it!

How to gain followers Post consistently: 4-8 times a week Search your facilities and parks - like photos, and follow people that have posted from those locations Follow people that follow your competitors Like and comment on other people’s posts with similar interests

How to gain followers Run ads (Business account through Facebook) Run a contest Use hashtags strategically: #naturelover #tbt Search and monitor hashtags: #Rockville #HTH17 Ask people to follow you

Branding: How people feel about your programs & services Purpose - why you exist, what problem you solve Consistency – remain identifiable Emotion – relationship & belongingness Flexibility – adapt to new opportunities Employee involvement – live the brand Loyalty – retain customers Competitive Awareness – what are others doing successfully/unsuccessfully

What to post to build your brand Behind the scenes/how it’s done – helps to deepen relationship, inside peek

What to post to build your brand Staff on the job – increases trust, builds relationships, employees living the brand

What to post to build your brand Participants having fun/testimonials – build loyalty, show why people love you

What to post to build your brand Lifestyle shots – show your purpose/why you exist in fun and celebratory ways

What to post to build your brand Relevant trends/popular memes – show you’re flexible, fun and relational!

What to post to build your brand Product features – limit postings, remain consistent

What to post to build your brand Quotes and text based content – share event info, industry stats, etc

How to measure effectiveness Track growth in followers and engagement Use Insights – set up your page as a business through Facebook Use a trackable link for web address in profile (bitly) Track which topics/posts get most engagement

Conclusion Understand your brand/how people feel about your programs and services Use fun, engaging, insightful and trendy images to reflect your brand Seek out followers by searching facilities and hashtags Post consistently and use hashtags #havefun! Questions?

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