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©2014, HelloWorld® – Confidential
SnapChat Basics
September 2014
Melissa Summers, Community Manager
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.
2
*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.
Promo Example: 16 Handles
3
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..
Promo Example: GrubHub
4
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.
Other Contest Ideas
5
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.
ROI/Measurement
6
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.
Best Practices
8
• 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.