transportation security administration€¦ · transportation security administration innovating...

Derived from: Multiple Sources; Declassify on: 25x1-human; Date of Source: 20091007

UNCLASSIFIED

UNCLASSIFIED

TRANSPORTATION SECURITY ADMINISTRATION

Innovating With Instagram

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TSA Operations

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In 2015:

708,316,339 travelers were screened (1.9 million per day) at over 450 airports around the nation.

1.6 Billion carry-on bags, 432 million checked bags and 12.9 million airport employees were also screened.

Mission Critical To Communicate

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TSA’s Instagram Account

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• Launched in 2012

• Over 400K Followers

• Change Conversation

• Educate

• Entertain

• Inform

• Advertise

Content

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NASA

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Department of Interior

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Beyoncé

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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TSA Instagram Examples

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Is Instagram for You?

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Do you have a steady source of interesting content?

Inform

Educate

Sell

Advertise

Updates: Landscape and portrait photo sharing – Wide Screen Video

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Updates: Video Counts

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Updates: Manage Multiple Accounts

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Updates: Manage Multiple Accounts

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Updates: Sharing Without Using @

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Updates: Sharing Without Using @

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Updates: Direct Messages & Groups

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Updates: Sharing Hashtag Pages

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Updates: Sharing Location Pages

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Instagram Aps: Layout, Hyperlapse & Boomerang

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Instagram Aps: Layout, Hyperlapse & Boomerang

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Other Instagram Aps

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Photo Editing

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FiltersLUXAdjustBrightnessContrastStructureWarmthSaturationColorFadeHighlightsShadowVignetteTilt ShiftSharpen

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What is a Hashtag?

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The # (hashtag) symbol is used to mark keywords or topics. It

was created as a way to categorize messages and can also be used with other tools

such as Instagram and Facebook.

Choosing Hashtags

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Sharing

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Advertising With Instagram

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• Call to action buttons direct users to where you want them to go, such as your web pages, mobile aps and specific pages.

• Guaranteed impressions and placement in top ad position of Instagram's feed

• Achieve predictable reach and greater control over message frequency

• Feedback

Examples of Sponsored Ads

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Paid Influencers

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“An influencer campaign is an effective way to promote your business and generate leads by leveraging the audience of another Instagram account.”

~ Stefano Mongardi – Social Media Examiner

Measuring/Proving ROI

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Unless you are an e-commerce brand selling a product online, it is very hard to measure direct ROI for your company from Instagram.

(Likes + Comments) ÷ Total Followers = Engagement Rate

• Followers• Likes• Comments• Unique Hashtags• Clicks (From URL in Profile)

Improving ROI

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• Increase your audience size• Make your content discoverable with

hashtags• Contests for content• Photo caption contests• Hashtag contests• Increase your reach with authentic

influencers• Research successful brands and see

what they’re doing• Highlight user-generated content• Combine your social channels• Crowdsource photos

Questions?

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Contact

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Email: CurtisBurns@TSA.DHS.GOV

Personal Twitter: @BigBobBurns

Personal Instagram: @BigBobBurns

Linked In: Curtis (Bob) Burns