This document summarizes key information about using Instagram to engage a target audience. It discusses: - Identifying the target audience as military members, civilians, and families stationed on Okinawa or in general, with a focus on single members. - Reaching this audience through hashtags related to location, military, travel, and the brand, as well as geotagging posts. - The importance of engagement rates, potential reach, and working with key influencers to expand the audience. - Using a "push and wait" strategy to provide value without direct selling by building anticipation and connections.

1. @kadenaitt

2. MONTHLY ACTIVES
WORLDWIDE
What is ?
• Instagram is a photo/video sharing app for smartphone.
• Launched on October 6, 2010
• #1 in the App Store within 24 hours of launch
• 400 million monthly active users; 75 million, daily
• 90% of the Instagram users are younger than 35.
• At 4.21%, brand engagement rate is highest on
Instagram.
• Instagram delivers 58 more engagement per follower
than Facebook; 120 more, on Twitter.

3. Kadena Force Support Squadron Making Life Better for military members, civilians
and their families while stationed on Okinawa, JP. Share your experience with
#kadenafss 😎✌️ www.kadenafss.com
121 posts 1,106 followers 13 following
kadenafss Follow

4. Information, Tickets & Travel Travel agency. Making Life Better for military members,
civilians and their families while stationed on Okinawa, JP. Share your experience with
#kadenafss! 😊 www.facebook.com/KadenaITT/
kadenaitt Follow
21 posts 130 followers 5 following

5. Engagement
• Engagement rate is based on the likes and comments received (on the 10
latest media) divided by the number of followers at the time of the post.
# of likes and comments / followers = engagement rate

6. Quality Over Quantity
• We don't necessarily have to reach more people… but we want to reach
the right people.
• So, the question is… who is the right people?
1.Military members, civilians and their families that are stationed on
Okinawa.
• With a concentration on single military members, as 59% of the
personnel in the workforce is single.
2.Military members, civilians and their families in general.

7. Reaching the Target Audience
Now that we’ve identified our target audience,
the next question is: how can we reach them?
1. Identifying and utilizing target-based hashtag
2. Geotagging
3. Identifying
4. Engaging with the community

8. • Hashtags are short links preceded by the
pound sign.
• They help us being discovered by our
potential customers as well as
discovering our potential customers.
• Conduct an analysis on your target
audience and their hashtag usage.
#Hashtag

9. Identified Hashtags
• Hashtag enables us to perform demographic targeting…
1. Location-specific Hashtags — for targeting military members, civilians and their families
stationed on Okinawa (i.e. #NakijinCastle, #kadenaairbase, #okinawa, #okilife, #campfoster,
etc.)
2. Military Hashtags — for targeting military members, civilians and their families in general (i.e.
#military #airforce, #usmc, #militaryspouse, ect.)
• Single Military Hashtags — for targeting single military members (i.e. #okitraz, #camphansen,
#campschwab, #campshields, etc.)
3. Travel (or Subject Relevant) Hashtags — for targeting “wanderlust genes” (i.e. #travel,
#wanderlust, #adventure, #nature, #landscape, etc.)
4. Branding Hashtags — to build branding of our squadron (i.e. #kadenafss, #makelifebetter,
#KadenaITT, etc.)

10. Hashtag Usage
The combinations of hashtags -catering to our demographic
target- will help increase the potential reach to our target
audience.

11. Hashtag:
Other Tips and Tricks
• Post them in the comment, not the description.
• Create one hashtag for the organization that we can use year after year and for any
event (i.e. #kadenafss).
• When engaging with customers, incorporate the brand hashtag into the
conversation to establish and reinforce the branding.
i.e. “Thank you for sharing how you Make Life Better with us! Please feel free
to share more with #kadenafss. 😊 - Nagi”
• We can also utilize our competition’s hashtag to identify potential customers that
might be interested in what we have to offer (i.e. #okinawaliving, #okinawahai,
#mccs, etc.)

12. Geotag
Geotag is a feature which allows us to add geographical
information to a photo/video.

13. Geotag
• Like hashtag, geotag also helps us
being discovered by our potential
customers as well as discovering
our potential customers.
• Geotagging enables us to directly
target people in specific locations.
• For a starter, we can start off
with “Near Current Location”
feature to identify locations
near us that is commonly
geotagged by our target
audience.

14. Engagement
• @kadenafss’ average engagement is
9.95%.
• @kadenafss’ highest recorded engagement
was 761.7% on September 24th, 2015.
• According to Iconosquare’s 2015 study that
was conducted on 16,000 users, 70% of
them reported that they have already
looked for a brand on Instagram.
• 65% of Instagram users report that they
feel flattered when a brand likes their post.

15. Potential Reach
• Potential reach is the calculation for the maximum number of people
that could see our photos within Instagram based on our followers, likes
and comments.
• Our current potential reach* is 375,826.
• The more engagements we receive, the more people we can reach
through explore, “People You May Know” suggestions, search bar, etc.

16. Key Influencers
• Another factor that effects our potential reach is the popularity of our followers.
• Key influencers are someone who is active online and followed by our target audience.
• Key influencers are not our competitors, but rather they are individuals who are passionate in
the industry our business resides in.
• Their access to our target audience makes them key to our success.
• The more “key influencers” we have and the more they engage with our content, the more
potential reach increases.

17. Identifying Key Influencers
• The number of followers individual has serves as a good indicator of ones
popularity for the most part; however, but in order to identify key
influencers, we must also analyze…
1. the number of people they are following
2. the consistency of engagement they are receiving in their day-to-
day posts.

18. Identified Key Influencers
• princessheri101 (Princess Acai)
• 12.5k Followers
• 1202 Following
• Between 300-1,000 Likes — without using hashtags!
• gymrat.nuff_said - 6,326 Followers (Rob Uyeno)
• 6557 Followers
• 1096 Following
• Between 100-300 Likes
• kylegottyoutube (Kyle Gott)
• 8547 Followers
• 154 Following
• Between 200-600 Likes
@princesssheri101 (SrA Princess Okai)
• 12.5K Followers
• 1202 Following
• Between 300-1,000 Likes — without using hashtags!
@gymrat.nuff_said (Rob Uyeno)
@kylegottyoutube (SrA Kyle Gott)

19. Working with Key Influencers
• Once key influencers are identified, engage with them as much as
possible.
• Study their account to learn how they are attracting our target audience.
• Reach out to them.

20. Push and Wait Strategy
• Initiate the interaction, but wait for the customer to engage — do not hard sell.
• Millennials don’t want to be marketed… at least in a very obvious ways.
• Visual content shows your product; it doesn’t tell about it. As the saying goes, a picture is worth a thousand words. Images, especially photographs,
let our potential customers see for themselves what we’re offering. This helps builds trust because potential customers don’t have to take our words
for it.
• Research reveals that 90% of information transmitted to the brain is visual and visuals are processed 60,000 times faster in the brain than text.
People only remember 20% of what they read, but responds 40% better to visual information.
• Provide content and engagement that will make millennials want to voluntarily ask for more details.
• Don’t forget to leave trails of hint for customers to decipher how and where to Make Life Better, which is our ulterior motive.
• Build audience’s anticipation with our post.
• Building anticipation will enable us to keep customers engaged to our brand, not just to individual posts.

21. Key Takeaways
• We don't necessarily have to reach more people… but we want to reach
the right people.
• Our customers are on social sites and social isn’t always about making the
sale but about making the connection, so we can use that opportunity to
inform them how they can Make Life Better with FSS.
• Initiate the interaction, but wait for the customer to engage — do not hard
sell. Provide content and engagement that will make millennials want to
voluntarily ask for more details.

22. Questions?