MARKET RESEARCHtapping into snapchat

i. WHAT IS SNAPCHAT

ii. THE CHALLENGES

iii. A SOLUTION

i. WHAT IS SNAPCHAT

ii. THE CHALLENGES

iii. A SOLUTION

Snapchat is a mobile messaging app with one very unique feature.

Unless one party takes a screengrab, the text and images exchanged

between friends disappear when you’re done chatting.

WHAT IS SNAPCHAT?

71 % OF IT’S

USERS ARE YOUNGER THAN 25

older than 25

USERS SHARE OVER 400 MILLION PHOTOS A DAY

snapchatfacebook

other

beating out Facebook and Instagram

PROVIDING A HUGE OPPORTUNITY FOR BRANDS TO REACH THAT SOUGHT OUT DEMOGRAPHIC

i. WHAT IS SNAPCHAT

ii. THE CHALLENGES

iii. A SOLUTION

While the demographic is easily identifiable, Snapchat users’ tastes and product interests are not.

Snapchat does not encourage users to reveal their interests by “liking” favorite things. It doesn’t accommodate a search function that might reveal the interests of the user.

so market research techniques need to adapt to the changing landscape of emerging mobile platforms

it’s less about finding who their users are, and more about:

1. what they’re doing2. where they’re going3. their likes and dislikes4. how they want to be communicated with

The appeal of snapchat is its privacy and its immediacy.

images appear for 6 seconds and then disappear

Snapchat’s entire premise is that content created by a user created would only be for the eyes of the people they’ve hand-selected, for a limited period of time.

Prioritizing privacy and immediacy does not allow for easy infiltration by market researchers.

If the structure of the app stays the way it is now, market researchers will have to communicate directly with the users if they want to gain information about them.

i. WHAT IS SNAPCHAT

ii. THE CHALLENGES

iii. A SOLUTION

Will identify where the Snapchat user is when he or she sends/opens a snap using GPS Tracking.

It will reveal when they are near locations and stores around the city that will help companies create custom advertisements to their users’ areas.

IDEA #1ENABLING LOCATION SERVICES

In May 2014, Snapchat moved forward with one of our key ideas for app development, and came out with the Location Services feature.

This allows Snapchat to access user location when the smart filter is turned on. Location track-ing opens up huge new potential for market re-searchers, as we will fur-ther explore...

our image identification technology will recognize shapes and be able to identify logos.

They will be able to reveal what products are being used by consumers to inform market researches on popular items at malls, bars, restaurants, and at home.

Snapchat can use this info to learn what’s popular among this age group and how they communicate with each other. A brand can then build brand campaigns specific to the audience based on what’s proven to be popular.

IDEA #2 INTRODUCING NEW TECHNOLOGIES

Snapchat could benefit by striking deals with other platforms in order to share data and user engage-ment.

Collaborating with social media platforms like Instagram and Facebook, would be mutually benefi-cial - Snapchat could spread their success by al-lowing their ‘story’ feature to be posted on Insta-gram Feeds and Facebook Walls. In return, they could benefit from gaining access to demographic data that Instagram and Facebook have successfully collected.

IDEA #3 NEGOTIATING DATA

EXAMPLES OF HOW IT THESE IDEAS WOULD WORK

Joe: I want to tap into the 18-25 col-lege student demographic to sell my caffeinated drinks. Help!

We can provide you with info about when users are going to drink coffee, if they are staying at the coffee shop, and who’s nearby using location services.

A COFFEE SHOP

A COFFEE SHOPJoe’s can access those users immediately whenever they are in the selected area - when they’re nearby, Joe’s will be able to send out a 5-20 second ads. The ad might offer them a one-time use discount code so that the user can take advantage of it immediately while they’re in the area.

Joe’s can collect data information about a user over a long period of time. If users appear in that area more than 5 times, they are more likely to receive ads that can be use at those

BeerMan: Hello! I’m a seller at a major alcohol brand that wishes to market their product to the 21+ young adult demographic. Can you help?

A LIQUOR BRAND

Based on polling, we’ve seen that this age group loves show off to their friends what parties they’re at, and what bottles, cans, and beverages they’re drinking.

image identification will be used to recognize/pick up on what logos appear from what he or she is drinking. Our data will reveal how often people are drinking your product and what else they’re drinking. Location Tracking will be able to tell what time your market is going to the bars and which ones. Deals can be made custom for these users - like happy hours and discounts specifically for people who frequent a popular bar. It can snap them ads while they’re standing at the bar.

A LIQUOR BRAND

ATHLETIC SHOE BRAND

Nike: I’m developing a new advertis-ing campaign that specifically for young people - athletes and new-comers that are trying to get into fitness. Can you help me find out how to reach my market?

ATHLETIC SHOE BRANDWe can use image recognition software.

When a user snaps an overt brand logo, image recognition will be able to identify it. We can find out who is snapping their new shoes, who is going on runs outdoors, who is at the gym, and who is at the mall or near Nike locations

based on location tracking.

This is useful to tap into the group of people who use social media to show off their athletic

routines. Your Snapchat ads can be custom-ized for users who are proven to be more fit-ness conscious, and you can send them out

specifically to that group.

88%of snaps are sent to

just one other person

so it’s important to track what they are snapping without violating privacy and ethics concerns

we plan to explain exactly what is being done with the information in the terms and conditions when it comes to image identification (stressing that the images will not be seen by human eyes, but rather a technology), as well as request permission to access GPS location tracking