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How Snapchat is Changing the Rules of Engagement

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How Snapchat is Changing the Rules of Engagement

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How Snapchat is Changing the Rules of Engagement

  1. 1. HOW SNAPCHAT AND THE “YOUNG SOCIAL NETWORKS” ARE REWRITING THE RULES OF ONLINE ENGAGEMENT THE NEW RULES OF SOCIAL MEDIA
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  3. 3. THE YOUNG SOCIAL NETWORKS 3 Mana Ionescu mana@lightspandigital.com @manamica
  4. 4. LESS IS MORE 4 Mana Ionescu mana@lightspandigital.com @manamica
  5. 5. INSTAGRAM COPIES SNAPCHAT 5 Mana Ionescu mana@lightspandigital.com @manamica
  6. 6. FACEBOOK IS LOSING USERS 6 Mana Ionescu mana@lightspandigital.com @manamica
  7. 7. ALTHOUGH SMALLER, SNAPCHAT IS A TRUE CONTENDER WHEN IT COMES TO VIDEO: FACEBOOK GETS 8 BILLION VIDEO VIEWS A DAY… SNAPCHAT GETS 6 BILLION 7
  8. 8. THE GROWTH SNAPCHAT IS GOING THROUGH IS SUPERNOVA-LIKE -- TO THE POINT THAT IT'S MORE SUPERNOVA-LIKE THAN FACEBOOK WAS. 8 Eric Jackson, The Street Mana Ionescu mana@lightspandigital.com @manamica
  9. 9. 6 LESSONS IN THE EVOLUTION OF MARKETING 9
  10. 10. 1. MAKE A PROMISE AND STICK TO IT 10 Mana Ionescu mana@lightspandigital.com @manamica 1. Promise something they can’t get anywhere else, typically deals, updates, intimacy and fun 2. Craft calls to get followers 3. Place your calls everywhere using your snapcode and username
  11. 11. Your people should see themselves in your images Strike an emotional chord • Will they feel something? Use images from your people Go for striking colors Pay attention to trends 2. NOT JUST ANY VISUALS 11 Mana Ionescu mana@lightspandigital.com @manamica
  12. 12. WATCH GETTY TRENDS 12 Mana Ionescu mana@lightspandigital.com @manamica
  13. 13. USE CANVA 13 Mana Ionescu mana@lightspandigital.com @manamica
  14. 14. 3. THINK, PLAN, BREAK THROUGH NOISE 14
  15. 15. Find popular topics others aren’t writing about •Buzzsumo •keywordtool.io Invest in unique, striking images •shutterstock.com/trends GET THEIR ATTENTION 15 Mana Ionescu mana@lightspandigital.com @manamica
  16. 16. PEOPLE BEFORE PRODUCTS 16 Lifestyle content drives 8X more interactions than product photos and calls to action Mana Ionescu mana@lightspandigital.com @manamica
  17. 17. 4. OFFER A SENSE OF INTIMACY 17 Figure out how your brand can offer intimate interactions. • share a lot of behind-the-scenes content • be vulnerable • have conversations Mana Ionescu mana@lightspandigital.com @manamica
  18. 18. GIVE BEHIND THE SCENES TOURS 18 Mana Ionescu mana@lightspandigital.com @manamica
  19. 19. HAVE CONVERSATIONS 19 Mana Ionescu mana@lightspandigital.com @manamica
  20. 20. 5. GIVE CHOICE AND CONTROL 20 • Crowdsource content • Organize takeovers Mana Ionescu mana@lightspandigital.com @manamica
  21. 21. LET YOUR PEOPLE BE YOUR MOVEMENT 21 #withoutshoes generated over 308K Instagram posts
  22. 22. LET INFLUENCERS TAKE OVER 22 Mana Ionescu mana@lightspandigital.com @manamica
  23. 23. COMMUNITY TAKE-OVERS 23 Mana Ionescu mana@lightspandigital.com @manamica
  24. 24. 6. BE REAL 24 ”[Facebook is] overrated man. It's just—it's not real. It's like, it's just social media. It's just social media.” Gordy, 15. Mana Ionescu mana@lightspandigital.com @manamica
  25. 25. Use video to show people, processes, news, behind-the-scenes The challenge is the number of options: • Periscope • Meerkat • Facebook Live • Snapchat REAL TIME CONTENT 25 Mana Ionescu mana@lightspandigital.com @manamica
  26. 26. Avoid formulaic responses: • No more, “Thanks for your comment. Please fill out a customer service contact form here, or call…” Adopt the 80/20 rule – 80% conversation & 20% “posting” TALKING LIKE REAL PEOPLE 26 Mana Ionescu mana@lightspandigital.com @manamica
  27. 27. TALK LIKE YOUR HUMANS 27 Mana Ionescu mana@lightspandigital.com @manamica
  28. 28. LISTEN AND RESPOND 28 Mana Ionescu mana@lightspandigital.com @manamica
  29. 29. 1. Make a promise and stick to it 2. Visuals first 3. Break through the noise 4. Offer a sense of intimacy 5. Give choice and control 6. Be real ADOPT THE PRINCIPLES 29 Mana Ionescu mana@lightspandigital.com @manamica
  30. 30. Chat with me! mana@lightspandigital.com @manamica 30

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