How Your Business Can Use Snapchat
Who We Are Rebecca McCarthy
Community Manager BigMarker
Andrew Bungert
Community Manager BigMarker
Some Snapchat Facts:
• Founded in 2011 as a class project at Stanford University. • In October 2012, 20 million snaps were sent per day. • In June 2013, 200 million snaps sent per day • Today, it’s around 400 million snaps sent per day. • That’s a 1,750% increase in just one year.
Some brands using Snapchat:
• Lynx • Taco Bell • 16 Handles • Acura • Chat sports • The co-‐operaQve electrical • MTV U.K. • GrubHub • Seventeen Magazine
Importance as a marketing tool?
• Snapchat allows you to avail of social media markeQng without having to fight through cluWer.
• Drives exposure. • Cost effecQve. • Creates a compelling markeQng campaign, although other plaZorms may be required to leverage.
• As a new tool, early marketers will be in a posiQon to set the tone and expectaQons of future campaigns.
Potential Uses:
1. Brand GamificaQon. 2. CompeQQons. 3. Discounts. 4. Building Buzz. 5. Event promoQon. 6. Insider MarkeQng.
Does Snapchat Fit Your Demographic?
• EsQmated 400 million photos shared daily. • Surpassed the amount shared on Instagram, and now reportedly Facebook’s 350 million / day too.
• Most users aged between 13-‐25 and growing amongst over 40s. • 80% of users currently in the USA. • Likely Snapchat will be moneQzed soon aber rejecQng Facebook’s $3B offer last month.
“Real Value in sharing moments that don’t live forever.”
-‐Evan Spiegel (co-‐founder of Snapchat)
1. Brand Gamification.
• A built-‐in feature of Snapchat. • Messages last 1-‐10 seconds, so have to be interpreted quickly. • Ideally built around specific day/event. • Provide clues for scavenger hunt (self-‐destrucQng). • Can be used to take consumer to brand-‐permanent desQnaQon. (website, Facebook).
Rebecca Minkoff:
• Availed of Snapchat coming up to the release of her Spring 2014 collecQon.
• Felt consumers should get special perks even if they couldn’t aWend her show.
• As a treat and to build excitement for fashion week, she SnapchaWed her friends 5-‐10 pictures of her designs before they were revealed on the runway.
• Just for adding her on Snapchat. • Snaps come across as being tailored just for recipient, which isn’t necessarily the case.
It started with a tweet:
Make it exciting.
• You have a maximum share Qme of ten seconds. • Make the most of your Qme. • ‘Add to your story’ opQon. (Allows friends to view unlimited amount of Qmes for 24 hours.)
2. Competitions.
• Fast ReacQon-‐ ‘Quick Snap’. • Immediate way to reach out to interested consumers. • Creates urgency: Qme limit demands customers’ aWenQon. Whereas Facebook posts can sit, Snapchats disappear.
• Increases engagement. (SQpulaQon of entry). • Treasure hunts. • Send snaps with clues. • Avail of other networks to promote.
Chat Sports:
• Decided to target their college demographic. • Wanted to create a stronger brand connecQon with individuals. • Prize was Qckets for a baseball game. • Entrant had to get 5 friends to add Chat Sports on Snapchat. • Each had to send a unique snap which included the fan’s Snapchat username and #gimmeQckets.
• Winner found out about contest on Chat Sports website, where it suggested following on Snapchat.
Example of one of the images entered:
3. Coupons / Discounts:
• Send keyword/code. • Secret item/discount available for limited Qme. • Create excitement through promoQon. • Insider markeQng: send to most loyal fans. • 16 Handles had a successful model. • One to one engagement personalizes relaQonships with your customers.
The co-operative electrical issued coupons through Snapchat.
The Co-operative Electrical (U.K.)
• Campaign was intended to target students. • Aber adding the brand, students were sent a coupon that they had 8 seconds to take down to obtain a discount.
• No filter, so technically anyone could receive a discount code
Case Study: 16 Handles.
16 Handles:
• Frozen yogurt chain. • Snapchat a picture of purchase to 16 Handles account. • Coupon ranging 16%-‐100% off sent back. • Had to be used immediately, therefore couldn’t be forwarded. • Created excitement by discount and surprise. • Bonus: customer commits to sale before redeeming coupon.
4. Building Buzz:
• Preview. • Movie, book, show release. • LiWle sneak-‐peeks get people excited for release date. • Sending to key followers will ensure more exposure.
Case Study: Taco Bell
Taco Bell:
• Leveraged Snapchat campaign by tweeQng special announcement they would share with Snapchat.
• In May, announced “Beefy Crunch Burrito” with Snapchat. • Availed of Story Feature-‐visual of friends hanging out at Taco Bell. • Director of Social and Digital for Taco Bell Tressie Lieberman says brand has been “blown away” by response.
5. Event / Live show.
• Snaps of set-‐building / run up to the show. • Backstage snaps. • Unique angles featuring arQsts / sponsor or both. • Provides the recipient with sense of exclusivity. • Can be seen as a way to reward loyal fans / followers. • Get users to snap live from the event you host / sponsor. • Allows you to see how followers are enjoying themselves. • Encourages users to share pictures on other sites.
Lynx-Backstage view.
• (Ran by TMW CommunicaQons agency) Lynx asked followers to add them 48 hours before a launch event.
• They then sent behind-‐the-‐scenes images from their event to around 100 new Snapchat friends.
• TMW reported it as a Qme-‐consuming way to communicate with fans and an issue with unsolicited images sQll been received aber the event.
Can be used for series promotion:
• MTV U.K. availed of Snapchat to promote a new series of one of their shows “Geordie Shore.”
• Fans were sent sneak previews of what the new season held. • Reaffirms exclusivity. • Spoke directly to demographic.
Sneak Previews:
• Exclusivity. • Using the app to showcase new products/informaQon. • Creates talking point. • Generates brand excitement.
Acura’s Sneak Preview:
• Acura unveiled their NSX super car prototype with a 6 second Snapchat video.
• The first 100 users who added Acura_Insider got sent a video of the car on the track.
• Built a layer of exclusivity around their product and their Snapchat communicaQons.
• Excellent tacQc when building a following on a new plaZorm.
Acura’s NSX preview:
6. Insider Marketing.
• If someone screenshots a Snapchat, sender is noQfied. • Send Snapchats to loyal fans / influencers. • All areas of business. • Screenshot noQficaQon funcQons as a measurement tool. • If people take screenshots, they may share on personal networks or redistribute.
• Consider an “exclusive” campaign as phase one, content can be reposted at a later date on other social media forums.
Advantages.
• Allows you to form personal connecQon. (Facebook / TwiWer is more public.)
• Can ulQmately redirect back to website or page. • Likely to receive responses quicker, creates sense of urgency. • Fans/Followers market for you as they spread the word through their personal accounts and to friends.
• Injects fun into markeQng campaigns. • Cost effecQve.
Disadvantages:
• Exact content can’t be socially shared. • EsQmated ‘Vines’ are shared half a million Qmes per day. • Demographically dependent. • Not really suitable as a mass markeQng tool. • Can be sent unsolicited images in return. • Time consuming.
Contact us:
Please feel free to email us if you have any quesQons: [email protected] [email protected]
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