WHY WE CHOSE INSTAGRAM OVER SNAPCHATSO HOW COME WE’RE NOT ON SNAPCHAT? • Audience not ideally...

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WHY WE CHOSE INSTAGRAM OVER SNAPCHAT Brycie Jones Senior Communications Officer, Global Social Media Lead @bryciejones © 2014 Bill & Melinda Gates Foundation February 24, 2016

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  • WHY WE CHOSE INSTAGRAM OVER SNAPCHAT

    Brycie Jones Senior Communications Officer, Global Social Media Lead @bryciejones © 2014 Bill & Melinda Gates Foundation

    February 24, 2016

  • THE GATES FOUNDATION WORKS TO ENSURE THAT EVERY PERSON CAN LIVE A HEALTHY & PRODUCTIVE LIFE.

  • © Bill & Melinda Gates Foundation | 3

    OUR WORK

  • $76.6 billion

    © Bill & Melinda Gates Foundation | 4

    WE CAN’T DO THIS ALONE

    $4 B

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    OUR COMMUNICATIONS WORK + KEY AUDIENCES

    Engaged Adults

    Influencers

    Decision Makers

    • About ages 30 – 65 • Evenly split among men and

    women • Live around the world, with

    additional emphasis on those who live in donor countries

    • Tend to be civically engaged

  • © Bill & Melinda Gates Foundation | 6

    SO HOW COME WE’RE NOT ON SNAPCHAT?

    Snapchat + Instagram audience metrics, Feb 2016 (source: Statista)

  • © Bill & Melinda Gates Foundation | 7

    SO HOW COME WE’RE NOT ON SNAPCHAT? • Audience not ideally aligned to our strategy. • Logistics and user interface are difficult for the way the foundation works. • Resources: With a two-person team, is this where we’re getting the most bang

    for our buck? • Instagram can allow us to get our feet wet.

    • Data availability • Already have an audience here • Easy for a user to find our stories

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    HOW WE *ARE* USING INSTAGRAM STORIES

  • © Bill & Melinda Gates Foundation | 9

  • © Bill & Melinda Gates Foundation | 10

  • • Training staff!

    • Takeovers with partners • “Office hours” + content made with Instagram Stories in mind • Watching Snapchat and small tests

    © Bill & Melinda Gates Foundation | 11

    WHAT WE’RE WORKING ON NOW

  • • Start small by using what you already have. • Make use of Instagram’s ability to share links.

    • Use templates if you can! • Lean on other employees to stretch resources and vitalize your channels. • You don’t need to have rocket ships to appeal to your audience.

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    RECOMMENDATIONS

  • THANK YOU

    Why We chose Instagram over SnapchatSlide Number 2Our WorkWe Can’t do this aloneOur communications work + Key AudiencesSo how come we’re not on Snapchat?So how come we’re not on Snapchat?How we *Are* Using Instagram storiesSlide Number 9Slide Number 10What we’re working on nowRecommendationsSlide Number 13