How Snapchat is Changing the Rules of Engagement
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Snapchat and other young social networks are rewriting the rules of online engagement by focusing on intimacy, authenticity, and ephemeral experiences. These networks prioritize visual content, personal interactions, and giving users control over their experience in ways that feel more "real" than traditional social media. The document outlines six principles for social media success as demonstrated by Snapchat: make promises and keep them, use striking visuals, break through noise, offer intimacy, give users choice and involvement, and maintain authenticity.
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How Snapchat is Changing the Rules of Engagement
- 1. HOW SNAPCHAT AND THE “YOUNG SOCIAL NETWORKS” ARE REWRITING THE RULES OF ONLINE ENGAGEMENT THE NEW RULES OF SOCIAL MEDIA
- 2. 2
- 3. THE YOUNG SOCIAL NETWORKS 3 Mana Ionescu mana@lightspandigital.com @manamica
- 4. LESS IS MORE 4 Mana Ionescu mana@lightspandigital.com @manamica
- 5. INSTAGRAM COPIES SNAPCHAT 5 Mana Ionescu mana@lightspandigital.com @manamica
- 6. FACEBOOK IS LOSING USERS 6 Mana Ionescu mana@lightspandigital.com @manamica
- 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. 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. 6 LESSONS IN THE EVOLUTION OF MARKETING 9
- 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. 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. WATCH GETTY TRENDS 12 Mana Ionescu mana@lightspandigital.com @manamica
- 14. 3. THINK, PLAN, BREAK THROUGH NOISE 14
- 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. PEOPLE BEFORE PRODUCTS 16 Lifestyle content drives 8X more interactions than product photos and calls to action Mana Ionescu mana@lightspandigital.com @manamica
- 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. GIVE BEHIND THE SCENES TOURS 18 Mana Ionescu mana@lightspandigital.com @manamica
- 20. 5. GIVE CHOICE AND CONTROL 20 • Crowdsource content • Organize takeovers Mana Ionescu mana@lightspandigital.com @manamica
- 21. LET YOUR PEOPLE BE YOUR MOVEMENT 21 #withoutshoes generated over 308K Instagram posts
- 22. LET INFLUENCERS TAKE OVER 22 Mana Ionescu mana@lightspandigital.com @manamica
- 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. 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. 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. TALK LIKE YOUR HUMANS 27 Mana Ionescu mana@lightspandigital.com @manamica
- 28. LISTEN AND RESPOND 28 Mana Ionescu mana@lightspandigital.com @manamica
- 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
Editor's Notes
- One of the most common questions I get these days is WHAT ELSE CAN WE DO? We want new creative ideas! Should we do Snapchat? Periscope? What else. The short answer has two parts – stop thinking about social networks first, and start thinking about what content and interactions will get you customers. Your communication strategy should come before your social networks. Stop thinking what else should I do and start asking – how can I do this better! Has anything changed in how my audiences communicate? How can I improve how I communicate with them? And YES, how people communicate has changed a lot since the early days of Facebook. It’s changed since last year. And the social networks favored by the young are forcing this change.
- What these young social networks are doing is that they’re offering new and better ways for people to interact that the old social networks didn’t. A lot of these apps came about because of changes in technology and shortcomings in the older social networks. Snapchat and instragram and kick and other smaller networks came along because they found significant shortcomings in how Facebook, Twitter and LinkedIn work. As mobile devices became more advanced people started taking more pictures. And then better pictures. Then apps came along that allowed people to edit pictures on demand. And then it became easy for anyone to shoot video. And before you knew it we all were sharing gigs and gigs of data with each other. While these exchanges were happening, Facebook, Twitter and LinkedIn continued with their text-based exchanges, and continued allowing people to re-share others’ content. Lots and lots of recycled content.
- The appeal of the new social networks like snapchat has to do with simplicity, lower noise levels, a feeling of privacy and intimacy.
- We’re seeing features people love on Snapchat get adopted on Instagram. Marketing done on Snapchat is being replicated elsewhere. So even if you’re not going to be on Snapchat it’s important to pay attention, learn and transfer that knowledge to your marketing else. Here’s an example of this movement. Last year Snapchat introduced stories and one of their biggest and most popular was Coachella. This year Instagram launched their coachella video channel.
- So Facebook started losing ground. Not only that their active user numbers are shrinking, youth are leaving Facebook at an estimated rate of 1MM a year.
- http://realmoney.thestreet.com/articles/03/09/2016/snapchat-growing-faster-facebook-did Facebook has about 1.6 billion monthly active users, Snapchat 100 million daily active users
- Users consume insane amounts of content on Snapchat but they choose to do so, they’re not hit over the head with it. http://realmoney.thestreet.com/articles/03/09/2016/snapchat-growing-faster-facebook-did
- All of these feelings I mentioned – simplicity, intimacy, privacy and adding fun and speed, are amazing clues! They tell us how to shape our marketing to appeal to the snapchat generation.
- 1. Make a Promise and Stick to It The first thing to do is to determine the value that you will offer. Why should they follow you? This is not unique to Snapchat. Any time you want someone to “follow” you, you’ll need to promise value and stick to that promise. Whether Facebook, Twitter, Instagram or email marketing, people will only opt in and pay attention to your content if there’s something in it for them. Step 1: Promise a positive experience, something that will make your followers and/or their lives easier, better, more profitable, more productive and/or more entertaining. Why should they, big numbers of them, care to connect with you? What’s in it for them? Typically on Snapchat users expect deals, updates, intimacy (behind the scenes exclusives) and fun. Step 2: Craft your calls to get followers. Use the following formula: ask + promise. “Connect with us on Snapchat and get exclusive [discounts, behind the scenes, tips, jokes etc].” Step 3: Place your calls to action everywhere, with an image of your snapcode and the spelled out username. It is common to write your username like on twitter. Mine would be @manamica. Read more: http://lightspandigital.com/blog/snapchat_marketing_tips/#ixzz4LHyYyPTO Follow us: @manamica on Twitter
- Recently I was talking to a company that told me they’re not in Instagram because they don’t have visuals. Unfortunately, not having visuals these days is like not having a website. Buffer reported that for its user base, tweets with images received 150% more retweets than tweets without images. And according to buzzsumo Facebook posts with images see 2.3X more engagement than those without images
- People can smell a generic photo from a mile away.
- Research found that 60 percent of Nike’s posts in 2014 contained lifestyle content (as opposed to traditional product photos and calls-to-action), while Adidas shared only about 32 percent lifestyle content. Nike saw 8 times more interaction on social media (993 shares per post versus Adidas’s 122). https://blog.kissmetrics.com/drive-sales-with-instagram/ In fact On Instagram, photos showing faces get 38% more Likes than photos not showing faces according to a study by Georgia Institute of Technology and Yahoo Labs
- Chipotle: Behind the scenes. Chipotle takes Instagram fans behind the scenes to see ingredients before they become burrito interiors. For example, in this image, Instagram fans go crazy for a picturesque bowl of avocados before they’re mashed up to become guacamole. Other examples include a bright fistful of cilantro, bare corn chips pre-salt, and freshly washed jalapenos. The photos reinforce Chipotle’s message that it’s a transparent company preparing food with real, whole-food ingredients. How can you take customers behind the scenes of your company?
- Taco Bell has created the taco emoji engine, a Twitter-based instant-response feature that churns out 600 photos and animated GIFs, all to celebrate the arrival of the new taco emoji. Tweet @TacoBell with the taco emoji and another emoji, and an amusing mashup image of the two is tweeted back at you. Read more: http://www.digitaltrends.com/social-media/taco-bell-created-600-gifs-and-images-to-celebrate-arrival-of-taco-emoji/#ixzz46mN6eLSF Follow us: @digitaltrends on Twitter | digitaltrendsftw on Facebook
- 10. TOMS: #withoutshoes. In May 2015, TOMS donated one pair of shoes for every person who snapped a pic of their bare feet and shared it on Instagram. This campaign tapped into TOMS customers’ philanthropic sides and spread the word about TOMS to thousands. Even if your brand can’t give away a free product to everyone who posts about you on Instagram, the point is to tie your organization’s products to a greater good.
- You can’t reshare others’ content on Snapchat. And up until recently it was hard to do so on Instagram. So influencers can’t reshare content. What’s there to do? LET THEM TAKE OVER! It’s like a guest blogging of a sorts. To launch its new Snapchat account, Cinnabon partnered with social media influencers Danny Berk and Evan Garber to take over the brand's Snapchat account and ask fans to share snaps of sweets. Cinnabon’s account garnered 2,000 followers in two days. Why Snapchat? Jill Thomas, VP of marketing at Cinnabon, explains, "I loved the idea that [Snapchat] was very one-to-one and personal."
- International Center of Photography let their resident artists take over. Since the takeovers began, ICP’s followers increased more than 1,380% and its average likes per image increased from 64 to 325. The tactic has also built brand awareness for itself and participating photographers, increased social media traffic to its website, and built stronger ties between ICP, participating photographers, and its audience. Its Instagram audience is now asking questions and supporting the work of the participating photographers. - See more at: http://www.nonprofitmarketingguide.com/blog/2015/05/21/social-media-takeovers-6-nonprofits-that-gave-it-up-for-good-plus-6-tips-for-getting-it-right/#sthash.2WOIOFEo.dpuf
- It’s just social media. A fastcompany article by ryan bradley
- They include the ability to livestream video to a limited group of people on Facebook FB -0.61% , video filters, the ability to doodle on videos, the ability to invite a friend to a live video, live reactions and comments, and the ability to replay those reactions and comments after a livestream has ended. Earlier this week The New York Times called the videos “annoying and intrusive.”
- A study by Dr Stephanie Tobin from The University of Queensland’s School of Psychology found that active participation on social media sites gave users a greater sense of connectedness. Marketing takeaway: Social media users crave feedback and responses. Consider repurposing some of the time you spend promoting your own content to joining relevant conversations where you can add value, opinions or fun. 70% of Twitter users expect a response from brands they reach out to, and 53% want a response in less than an hour. That number jumps to 72% when they’re issuing a complaint.
- This looks more like a post from a friend than a brand And don’t worry, even the president used the word piss, or rather piss-off at White House Correspondents’ Association Dinner
- According to sprout social http://sproutsocial.com/insights/social-media-trends/ 70% of Twitter users expect a response from brands they reach out to, and 53% want a response in less than an hour. That number jumps to 72% when they’re issuing a complaint.