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©2014, HelloWorld® Confidential SnapChat Basics September 2014 Melissa Summers, Community Manager

The Basics: Snapchat 101

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Page 1: The Basics: Snapchat 101

©2014, HelloWorld® – Confidential

SnapChat Basics

September 2014

Melissa Summers, Community Manager

Page 2: The Basics: Snapchat 101

Traffic and Demographics

• Approximately 36 million

active users in the US*

• Core audience is

between 13 & 25

• 70% of users are female

• 18% of all iPhone owners

use Snapchat

• Approx. 400 Million

Snaps a day.

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*Pew Research Estimate

Terms

• Snap = any media you send via

the app

• SnapChat Story = Adds Snaps

together to create a narrative.

Lives for 24 hours

• Snapsterpiece = slang for a great

Snap but also a genre of Snaps

that include drawings.

Page 3: The Basics: Snapchat 101

Promo Example: 16 Handles

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Who are they?

• 50 store Fro-Yo chain

• Young consumers

The Promotion

• Snap a picture of yourself

enjoying a cup of their frozen

yogurt.

• 16 Handles replies with a discount

code for 16 – 100% off

• Because the coupon code will

disappear consumer can’t use it

until they’re at the register.

Why it worked

• Kept the chain top of mind

• Provided incentive for revisit

• Generated lots of free

promotional material the

company can use for future

marketing campaigns..

Page 4: The Basics: Snapchat 101

Promo Example: GrubHub

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Who are they?

• You know.

• Online food ordering system

The Promotion(s)

• Grubhub runs many different

campaigns

• Snap back a food doodle, ten

random snaps get free food

• Titles of recent contests: “Send us

your dream food” “Give us your

best food selfie”.

• Using Snapchat Stories, a

collection of snaps put together,

they create a set of images to

watch and get a promo code at

the end.

Page 5: The Basics: Snapchat 101

Other Contest Ideas

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Live Event

• Ask for Snaps related to a specific

concert or sporting event.

• “You have 2 hours to send us your

snap of XXX. 10 random snaps

are winners.”

Scavenger/Treasure Hunts

• Send out clues at regular intervals

• Clues can lead users to a more

permanent brand destination.

Facebook page, contest microsite.

Have a theme

• Set a theme in the morning

• Award random entries with

discounts or feature a gallery of

entries your website.

• Mashable employs this technique

regularly. Today’s SnapChallenge

was to use emoticons in your

Snap in clever ways.

Page 6: The Basics: Snapchat 101

ROI/Measurement

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Snapchat Doesn’t Live Alone

• You can take screenshots of the

snaps you solicit but unlike

Facebook there’s no record of

what’s happening on Snapchat

• Support the Snapchat channel

with other platforms.

• Allow your consumers to enter

their Snapchat user name when

registering for other

communication with your brand.

Key Metrics

• Number of snaps & followers

• Community Building. Take

screenshots of key snaps and

promote people’s Snapchat

screen names.

Page 7: The Basics: Snapchat 101
Page 8: The Basics: Snapchat 101

Best Practices

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• Professional images aren’t the

goal for this channel, the less

polished the image the better.

• Incorporate drawings with your

snaps.

• Fleeting moments are key to

Snapchat’s appeal. Show a sneak

peek of a new product or make

messaging vague to build

excitement.

• Use the channel to direct your

audience to your other marketing

initiatives like a Facebook page,

existing promotion or loyalty

program.