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One app that nobody could seem to ignore in 2013 was the time-sensitive messaging platform Snapchat. One of the hottest and fastest growing apps of all time, use of this service jumped exponentially this year. You can view the recording to the presentation here: https://www.bigmarker.com/illinois_business_community/room54 Some brands and marketing experts have already tapped into this new trend, taking advantage of its massive young audience. In this presentation, we'll look at some of the ways other businesses can adapt their digital marketing strategies to include this fun, hot service.
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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]
