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Snapchat - A Strategic Look
- 1. SNAPCHAT A STRATEGIC LOOK For the course titled “Strategic Marketing”
- 3. Deconstructing Snapchat ■ What It Is ■ How It Works ■ The Secret Sauce
- 4. What IS Snapchat? ■ A way to create, share, and view bite-sized content ■ Useful for capturing life’s little moments ■ ^ like capturing the “Kodak moment” ■ A messaging service with special rules
- 5. All Apps Have Rules Write up to 140 characters. Create 6 second looping videos. Swipe right to like or left to pass. Send photos/videos that disappear in seconds.
- 7. How Snapchat Works ■ The default screen is your camera ■ The app is trying to tell you something – Take a snap already! ■ Social media apps show the feed first ■ NOT Snapchat – we’re rule breakers! m/ ■ Endless customization options!
- 8. Breaking Rules Saving Steps ■ Put the camera first – Reduce the number of steps to one ■ Instead of 2 decisions – Which filter to choose next – Does this one fit my picture? ■ Snapchat reduces the decision to one – By automatically applying filters with swiping
- 9. The Secret Sauce – A Great Hook!
- 10. Wait… what? ■ Sending snaps activates the rule of reciprocation ■ When a user sends a snap, you HAVE to send something back ■ Snaps disappear fast – You have to reply fast! – “Double tap to reply!” – A few taps and your reply is sent – And the cycle continues ■ Before you know it, Snapchat is a daily habit!
- 12. A WALK THROUGH TIME A brief history of Snapchat
- 13. Snapchat History 2011 2012 2013 2014 2015 2016 Snapchat precursor app ’Picaboo’ is published to iOS app store Snapchat user base grows to 10 million, android app is released Snapchat turns down 3 billion dollar buy-out offer from Facebook Snapchat begins monetization push, starts showing more ads to users Snapchat acquires Looksery, leads to animated facial lenses Snapchat creates umbrella company Snap Inc., release new product Spectacles
- 14. ESTABLISHING A COMPETITIVE ADVANTAGE The Snapchat Way
- 15. Establishing A Competitive Advantage Snapchat is an ephemeral communication platform Spot a Trend! Posts with an Expiry Date Audience is the mobile power!
- 16. CREATING & SUSTAINING BRAND LOYALTY How Snapchat Does It
- 17. Creating & Sustaining Brand Loyalty Snapchat drives deep customer engagement and loyalty! What Snapchat Offers • Something other than share-all Facebook & Twitter • Something instant & surprising • Focus on the now! • Instant gratification!
- 19. Are the giants copying us yet?
- 20. Are the giants copying us yet?
- 21. MAINTAINING THE RIGHT IMAGE Snapchat’s Brand Image & Maintenance
- 22. Be vigilant Be active Be honest Consistent Brand Involve Everyone Consistency & Cohesion Know what the users are sharing! Keep on improving! But beware the mousetrap. NOT a social network? Does everyone know? Your story = Snapchat Story Staying true to purpose – Instant gratification!
- 23. GROWING STRONG Sustaining Snapchat’s Growth
- 25. Snapchat’s Competitors ■ Logos to be placed!
- 26. estimated 200 monthly active users 140 million monthly active users 30 million monthly active users 180 million monthly active users
- 28. THE FUTURE Planning for tomorrow.
Editor's Notes
- Trigger – a snapchat message sent by a friend Action – reply now because it will disappear instantly Reward – does it look good or not Investment – you’re bound to get a reply
- Reciprocity in social psychology refers to our need to respond to a positive action with another positive action.
- Snapchat is not a social network Focuses on ephemeral communication Spot a trend Set an expiry date on your posts Attentive audience They’re HOOKed! Consumption vs. Creation 1:1 content creation platform Physical to Digital Snapchat’s “Out Story” offering Seize mobile power! Mobile domination continues! Use the mobile power Turn users into publishers Create a new type of live coverage Think locally Highlighting all the local stories that matter to users
- Target segment is the 18 – 23 year bracket these are mostly teens and young millennials Snapchat offers them what they want! something that is different from Facebook, Twitter, Instagram with their share-all attitude something that is spontaneous and surprising something that is in-the-moment something that offers instant gratification Snapchat believes in the Less is More philosophy And real-time sharing makes Snapchat more human, more in the now.