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Marketing with Snapchat
- 2. Topics to Discuss ● What is Snapchat? Why does it matter? ● How are others using Snapchat? ● What are some strategies can you use? ● How can you grow a following?
- 3. 1. What is Snapchat now? The platform has evolved.
- 4. Snapchat is not new. Snapchat was released in 2011. Also released in 2011... ✖Pinterest ✖Siri ✖Google+ SOURCE: LORI PACKER, HIGHEDWEB2016
- 5. 150,000,000 DAILY ACTIVE USERS - JUNE 2016 140 MILLION - ESTIMATED DAILY ACTIVE USERS ON TWITTER SOURCE: STATISTA.COM & BLOOMBERG.COM
- 6. WHAT DOES SNAPCHAT DO? One-to-One & One-to-Many Social Medium ✖Photos & Videos ✖Live Stories ✖Discover Stories ✖Geofilters ✖Lenses
- 8. ✖ Community Geofilters Location-based Free Anyone can create Strict submission guidelines No logos/branding Small file size Relevant content ✖ On Demand Geofilters Targeted location Event Business Specific location $5 - $50,000+ Must have a Snapchat account to submit Less strict guidelines Snapchat is innovative: geofilters
- 9. Snapchat is innovative: Lenses
- 10. Why should you care? 10 Billion+ videos per day 9,000 images every minute
- 11. Opportunity!
- 12. HOW ARE OTHERS DOING IT? Let’s explore some ways content creators are using Snapchat to connect with their audiences and advertise their products/services.
- 13. UF Gators Outreach Program ✖ Student-Ran ✖ Behind the Scenes look at private-event ✖ Shows hands-on learning opportunities
- 14. New York Times
- 15. Taco Bell
- 16. Ulta & Covergirl ✖ Utilize paid geofilters to advertise a product
- 17. More Taco Bell ✖ Don’t be afraid to be silly on Snapchat ✖ Create content that followers can share
- 18. UM Social: YouTube Channel
- 19. Let’s review some Ideas Behind the Scenes Taking audiences behind the scenes at your business/event makes them feel connected to your department. Account Takeovers Grow your audience and increase your account’s reach. Students, faculty, or other officials could work! Shareable Content Turns your one-to- many content into one-to-one conversation and gets followers involved. Personality Matters Be authentic to your brand, but don’t be afraid to show off your fun side. Imperfections Snapchat is a less formal platform, so don’t sweat over perfect videos or award-worthy doodles. Be exclusive Create content and promotions exclusively for Snapchat to give followers a reason to engage.
- 20. How to start: Make a plan! ✖Know your audience ✖Create memorable content ✖Be authentic ✖Plan your content
- 21. Planning Content: Templates ✖ Templates = storyboarding ✖ Help plan important points ✖ Highlights who/what to feature
- 22. Build Your Following Cross-Promote Promote your Snapchat account in posts and bios/about sections of other social media accounts. Tease Content Send users on other platforms to your Snapchat account by teasing your exclusive content. Leverage Influencers Ask your brand champions to promote your account using their online presences.
- 23. Top Tip: Start Playing! ● If you’ve never used Snapchat before, make a personal account! ● Youtube: Snapchat Tutorials ● BLOG: WKU.edu/wkusocial ● Not enough resources? ○ We’ll work with you!
- 24. Need More Inspiration? ✖ DJ Khaled: djkhaled305 ✖ University of Michigan: UofMichigan ✖ Doug the Pug: itsdougthepug ✖ WKU: WKUHilltoppers
- 25. Any questions? Kayla Dowdy Digital Media Marketing Coordinator Western Kentucky University You can find me at: @kayla_dowdy kayla.dowdy@wku.edu WKUHilltoppers on Snapchat
- 26. Credits Special thanks to all the people who made and released these awesome resources for free: ✖ Presentation template by SlidesCarnival ✖ Photographs by Unsplash
Editor's Notes
- One-to-One with sharing snaps between friends One-to-Many through Stories and Discover features Geofilters & Lenses are huge product features, too.
- But! Once you’ve played with the app for a few hours, its interface becomes fairly intuitive. And, Snapchat is actually really innovative. They’ve harnessed the power of geo-location for geofilters. Two kinds of geofilters: 1- Community Filters--you’ve seen these. They’re mainly location based, creatively designed, and not very easy to have approved. 2- On Demand Geofilters--filters you pay for. Can be used for businesses, product promotion, or events
- Snapchat Lenses, or what users call filters or face filters, are another surprisingly innovative feature in the app.
- So, why should you as a social media marketer care about this app that is said to have originally been created for some not-so-nice purposes? More than 10 Billion videos are shared on Snapchat each day 9,000 images are sent every single minute
- In other words, Snapchat is giving you billions of opportunities! The opportunity to showcase your department or program, to give users exclusive content, and to give them a behind the scenes look at your brand’s personality...which may or may not include your adorable beagle, like mine. I’ll go over some specific examples of how some brands are harnessing the opportunity Snapchat provides.
- How are other businesses using Snapchat?
- At the University of Florida, students in their engineering program participated in the Gators Outreach Program, where 4th & 5th graders got to “be engineers” for the day. Works because: -Gives users what feels like exclusive content, a behind-the-scenes look -Shows prospective students in the audience the hands-on-learning opportunities they’ll have at UF. What are those opportunities like in your department?
- Why is this good content? -Exclusive Content for Snapchat Followers -Gives a Behind the Scenes Look @ NYT -Showcases Casey’s personality
- Taco Bell is one of my favorite Snapchat accounts--definitely putting a lot of effort into Snapchat! -Hired specific personalities -paid for custom lenses -orchestrated a 6-minute mini-movie to lead up to the VMAs (Video of App promo) Why is this good content? -Playful approach to a new product -Strong presence of personality -Drives followers to try their app
- Ulta & Covergirl teamed up for a geofilter promotion to promote Covergirls Star Wars makeup line. Users in or close to an Ulta store had access to these targeted geofilters
- Another way you can engage with your audience: make content for them to share! For Valentine’s Day, Taco Bell snapchatted a series of valentine’s that users could screenshot and send to their friends. Perfect marketing for a their millennial audience
- The University of Michigan has a YouTube Channel of all their Snapchat stories, so it would be a great resource to generate some ideas, like this story on sustainability tips. Also a great example of the university-level social team collaborating with different departments. If you don’t feel that you have the time and resources to run a consistent account, we’re happy to collaborate on our main WKUHilltoppers snapchat.
- Of course, you don’t want to just jump on Snapchat and start using the app without a plan. As is the case with most social media, you’ll want to make sure it makes sense for your brand to use the app. -Know Your Audience! Are you targeting millennials? If yes, Snapchat is going to be a great place to be. -Know what type of content is memorable and relevant to your audience. Do they care that the Cubs won the World Series? Do they need an escape from the constant barrage of politics on other social media? How does your audience feel about the mannequin challenge? -Be authentic--Snapchat is a fun, playful platform where users want to connect with the personality of a brand. What is your personality? Showcase it in an authentic way. -Finally, plan your content. Incorporate the platform into your content calendar. Look ahead at relevant events, take stock of trends, and be strategic in your content creation.
- And you have to work on building a following to even get eyes on any of your amazing content! (Read slide)
- Need more Snapchat inspiration?