Snapchat Social Spotlight

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nick westergaard | branddrivendigital.com social spotlight snapchat How to Build Your Brand and Engage Your Audience in Few Short Seconds

Transcript of Snapchat Social Spotlight

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nick westergaard | branddrivendigital.com

social spotlight

snapchatHow to Build Your Brand and Engage Your Audience in Few Short Seconds

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this is happening

Photo via Flickr user AdamPrzezdziek

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people love it

Photo via Flickr user Yuko Honda

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first impressions for many

Photo via Flickr user Tama Leaver

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Image source: nebraskamovie.com

Thanks snapchat

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snapchat social spotlight‣ By the Numbers

‣ How Brands Engage

‣ Things to Remember

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By the Numbers

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150 milliondaily active users

Source: Bloomberg

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daily users are more than half of total users

Source: eMarketer

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400 millionusers send approximately

snaps per day

Source: Edison Research

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Producing engaging content is a persistent challenge

snapchat use is growing rapidly

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especially among12–24

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45%of snapchat’s user base is made up of millennials — this is higher than their

make-up on other sites

Source: Snapchat

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it’s also the preferred social site for teens

Source: eMarketer

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third most popular among college students

Source: eMarketer

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younger millennials are more likely to use than older

Source: eMarketer

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Producing engaging content is a persistent challenge

eating into Facebook activity

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growing in awareness – ahead of linkedIn!

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100%of users are mobile users

Source: Simply Measured

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400%snapchat’s daily video views have increased

over the past year

Source: Bloomberg

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6 billionvideos are watched on snapchat each day —

that’s five times as much content as facebook’s users

Source: Snapchat

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Millennial females are more likely to use

Source: eMarketer

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70%of overall snapchat users are female

Source: Snapchat

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continued growth projected

Source: eMarketer

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How Brands Engage

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snapchat vocabulary‣ Stories — Stitched together content that stays for up to 24 hours

‣ Discover — A more permanent home for brands; professional

“one-to-many” publishing platform — selling content NOT ads

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none of the usual profile features‣ NO bio

‣ NO profile pic (can take a basic “ghost pic”)

‣ NO link to your site

‣ NO easy URL to share with potential followers

‣ NO way to show up as suggestions are based on a user’s contacts

‣ NO robust search — Fox Movies isn’t foxmovies

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anatomy of a profile

Source: MarketingLand.com

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finding stories

Source: MarketingLand.com

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what you can do on snapchat

Sneak PeekSpecial Fan Announcement Build Anticipation

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what consumers are looking for

Source: GlobalWebIndex

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geofilters

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strategy matters more than ever

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strategy matters more than ever

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amanda lordy, nascar

Don’t do it (Snapchat) just for the sake

of doing it. Do it if you have something

to say.”

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the RIGHTcontent on the right channel at the right time

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strategic uses

New Orleans Saints Behind the Scenes

Hubspot Culture

Gatorade Sponsorship/Branding

Everlane Product Previews

General Electric Branding

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need a following first

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building a following: cross-social promos

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do your researchsnapchat tip:

what are other brands doing? what are your customers doing? Your competitors?

Source: Simply Measured

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post frequentlysnapchat tip:

like all forms of content, if you want a following set audience expectations

Source: Simply Measured

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consider adssnapchat tip:

from geofilters to discover feature — WARNING the price tag is BIG

Source: Simply Measured

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1 millionsnapchat ads are viewed up to

times per day

Source: Bloomberg

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Types of ads‣ Snap ads

‣ Sponsored geofilters

‣ Sponsored lenses

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key metrics‣ Views

‣ Exposure

‣ Lead generation, purchase intent

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5x higherthe swipe up rate for snap ads is

than comparable platforms

Source: Snapchat

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40%-60%a single geofilter reaches

of daily snapchatters

Source: Snapchat

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20 secondson average, users play with sponsored lenses for

Source: Snapchat

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9x higher conversion on vertical ads

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content sharingand brand discovery

best uses for snapchat:

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Things to Remember

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Time for brands to experiment

Photo via Flickr user wwarby

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Snapchat measurement‣ How many people have viewed your snap

‣ Who exactly has viewed a snap

‣ Not much else — No links = no referring traffic

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don’t forget snap codes

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his name is “ghostface chillah"

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fun fact: snapchat acquired bitmoji

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‣ Sour Patch Kids @sourpatchsnaps

‣ Everlane @EVERLANE

‣ General Electric @generalelectric

‣ Gatorade — no account but sponsored lens

‣ Warby Parker — @warbyparker

‣ GrubHub — @grubhub

‣ The New York Times — @thenytimes

‣ DJ Khaled — @djkhaled305

‣ Domino’s Pizza UK — @DOMINOS_UK

‣ Hubspot — @hubspotinc

10 brands doing it right on snapchat

Source: Hubspot

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#UIMKTG @nickwestergaard

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[email protected] at Slideshare.net/nickwestergaard

@NickWestergaard on Twitter, Instagram, and more