During #OMHE16 (Online Media in Higher Education conference) Desiré van den Beld presented about Snapchat at University of Twente. This presentation contains:
- Introduction to Snapchat + some facts & figures
- Snapchat Pilot during the Open Days + results
- Examples of Snaps, sent and received
- Lessons learned
- Tips & Tricks (take aways)
Omhe 2016: Snapchat at the University of Twente by Desiré van den BeldOMHE2016
Snapchat is one of the fastest growing social apps. No wonder organizations are exploring possibilities to integrate Snapchat within their social media/marketing strategies, also University of Twente. They’ve created a Snapchat in September 2015 for a pilot during the Open Days in November 2015 and March 2016. In this presentation Desiré van den Beld will share her experiences with this pilot. She will talk about the setup of the pilot, the results and some of the challenges in expanding the pilot.
Yo&Co. is a brand persona representing a male student between 20-23 years old. He values his friendships and finds happiness in connection with others. In his free time, he enjoys being active through sports like soccer and snowboarding, as well as reading novels by authors such as Kurt Vonnegut. The brand aims to showcase this persona's goofy, fun-loving side while also depicting him as a dedicated student who appreciates quality time with family and experiences different cultures through travel.
Snap, Inc. started as Snapchat in 2011 by three Stanford students. It grew rapidly and now has over 100 million daily users. Snapchat allows users to send photos, videos and messages that disappear after being viewed. The app has many unique features like filters, lenses and stories that make it more lighthearted and authentic than other social media. Brands are also using Snapchat to engage audiences with behind the scenes content, live events and exclusive promotions. Creating interactive content that fits the casual tone of Snapchat helps optimize campaigns for this platform.
How to Amplify Your Brand Events With Snapchat GeofiltersSplash
Learn best practices for marketing your events and engaging attendees with Snapchat geofilters. You'll come away with a ton of great ideas you can immediately apply to your own events. Topics include:
• Creating the perfect geofilter for your event
• Getting people to share your event's most memorable moments
• Measuring the impact of geofilters
Interface Evaluation and Design Report Example
Class : Interface Design Course 2014
Junior Grade Course
School of Art & Design
Korea University
Jan. 2015.
http://coux.korea.ac.kr
Snap Inc. owns Snapchat, which has grown rapidly since its founding in 2011. While it is not yet profitable, Snapchat has raised billions in funding rounds that have valued the company highly. Snapchat generates revenue primarily through advertisements on its platform. It has innovated features like Stories and filters that have helped engage its huge user base, which grew to over 150 million daily active users by 2016. Snapchat also released Spectacles, their first hardware product, and is working to build out their offerings and monetization strategies.
How to use Snapchat and how media companies are using Snapchat as a tool for reaching a new audience in 2015. Includes interviews with The New York Times, Mashable and NPR. Also includes information on how the Drake School of Journalism and Mass Communication is using Snapchat.
Omhe 2016: Snapchat at the University of Twente by Desiré van den BeldOMHE2016
Snapchat is one of the fastest growing social apps. No wonder organizations are exploring possibilities to integrate Snapchat within their social media/marketing strategies, also University of Twente. They’ve created a Snapchat in September 2015 for a pilot during the Open Days in November 2015 and March 2016. In this presentation Desiré van den Beld will share her experiences with this pilot. She will talk about the setup of the pilot, the results and some of the challenges in expanding the pilot.
Yo&Co. is a brand persona representing a male student between 20-23 years old. He values his friendships and finds happiness in connection with others. In his free time, he enjoys being active through sports like soccer and snowboarding, as well as reading novels by authors such as Kurt Vonnegut. The brand aims to showcase this persona's goofy, fun-loving side while also depicting him as a dedicated student who appreciates quality time with family and experiences different cultures through travel.
Snap, Inc. started as Snapchat in 2011 by three Stanford students. It grew rapidly and now has over 100 million daily users. Snapchat allows users to send photos, videos and messages that disappear after being viewed. The app has many unique features like filters, lenses and stories that make it more lighthearted and authentic than other social media. Brands are also using Snapchat to engage audiences with behind the scenes content, live events and exclusive promotions. Creating interactive content that fits the casual tone of Snapchat helps optimize campaigns for this platform.
How to Amplify Your Brand Events With Snapchat GeofiltersSplash
Learn best practices for marketing your events and engaging attendees with Snapchat geofilters. You'll come away with a ton of great ideas you can immediately apply to your own events. Topics include:
• Creating the perfect geofilter for your event
• Getting people to share your event's most memorable moments
• Measuring the impact of geofilters
Interface Evaluation and Design Report Example
Class : Interface Design Course 2014
Junior Grade Course
School of Art & Design
Korea University
Jan. 2015.
http://coux.korea.ac.kr
Snap Inc. owns Snapchat, which has grown rapidly since its founding in 2011. While it is not yet profitable, Snapchat has raised billions in funding rounds that have valued the company highly. Snapchat generates revenue primarily through advertisements on its platform. It has innovated features like Stories and filters that have helped engage its huge user base, which grew to over 150 million daily active users by 2016. Snapchat also released Spectacles, their first hardware product, and is working to build out their offerings and monetization strategies.
How to use Snapchat and how media companies are using Snapchat as a tool for reaching a new audience in 2015. Includes interviews with The New York Times, Mashable and NPR. Also includes information on how the Drake School of Journalism and Mass Communication is using Snapchat.
TBEX Asia 2016, Snapchat & More, Callin O'NeilTBEX
CONTENT, Cailin O’Neil is an award winning travel video blogger and social media influencer who has been running TravelYourself.ca for the past seven years. With a Major in Film and a background working in the Film and TV Industry, Snapchat is a natural fit for sharing her daily life, creative stories, and travels around the world to 47 countries and counting.
This document provides guidance on social media reporting and engagement during event #EIJ15. It identifies the primary digital tools of Twitter, YouTube, Instagram, Snapchat, and Periscope and provides tips for using each one to share updates, photos, videos and interact with others. The goals are thoughtful reporting, learning new skills, connecting with others, and gaining real-world experience while having fun. Attendees are advised to focus on these five tools and use the #EIJ15 hashtag to engage both during and after the event.
Social Media Workshop: Get Ready for 2020Chris Snider
This workshop was presented by Chris Snider at Drake University on Dec. 17, 2019. The goal of the workshop was to help companies and organizations improve their social media efforts in 2020.
From YouTube to TikTok - How to Create Compelling Social Media VideosChris Snider
Drake University Associate Professor Chris Snider's presentation to the American Advertising Federation Des Moines on Dec. 12, 2019. This presentation discusses how to create great social media videos for each of these networks: Twitter, Instagram, Facebook, LinkedIn, YouTube, Snapchat and TikTok.
For each network, I discuss a key statistic, how long videos should be on that network and other important tips for making great videos on that network.
I also include some app to use to make better videos on your phone.
Let's talk about Snapchat! Why should you be there and how does it work? I presented these slides at the 2016 Food Allergy Blogger Conference in Denver.
This document discusses using social media for marketing purposes. It covers popular social media platforms like Facebook and Instagram, providing tips on using each platform effectively. The key aspects covered include understanding the target audience, creating engaging content in the form of photos, videos and posts, and focusing on interactions like likes, shares and comments to increase reach. It emphasizes the importance of developing a social media strategy and organizing efforts across different networks.
Snapchat is a photo messaging app that allows users to take photos, record videos, add text and drawings, and send "Snaps" that last 1-10 seconds to contacts. The app is popular among 13-23 year olds who want to share funny or embarrassing moments temporarily without anxiety of permanence. It has over 350 million daily users. Brands are also using Snapchat to engage this young audience through curated "Stories" and live events. While easy to use and focused on ephemeral sharing, Snapchat faces challenges around privacy and security as images can still be screenshotted without notification.
TFEA 2015 - The Lasting Impression - Putting Your Best Foot Forward OnlineSaffire
This document provides tips and strategies for using social media and digital marketing to promote events. It discusses optimizing Facebook posts and paying for advertising. Twitter strategies like focusing on quality over quantity and using hashtags are covered. Other platforms discussed include Instagram, Snapchat, Pinterest, YouTube and using video in social media and emails. It emphasizes the importance of high quality imagery and provides tools for creating and collecting photos.
The document discusses using Instagram stories to boost engagement for universities. It recommends collaborating with students by having them take over the university's Instagram story. Examples are provided of successful student takeovers that highlighted the university experience. The key lessons are to utilize user-generated content, leverage existing relationships with students, and build relationships with influencers by listening to their feedback. Instagram stories provide an opportunity for universities to showcase campus from a student perspective in an authentic way.
How to Manage and Analyze Social Media in Higher EducationKelly Peiffer
Kelly Peiffer manages social media for Manor College. She analyzes various social media platforms like Facebook, Twitter, Instagram and Pinterest to see what content and posting strategies work best. Facebook videos and posts about the vet tech program or sports teams perform well, while alumni posts do not. On Twitter, she aims to post 22 tweets daily using scheduling tools. Instagram and Pinterest are also growing in importance. Hashtags like #ManorVetTech that join ongoing conversations help expand reach. Consistent, diverse, visually appealing content posted at optimal times is key to successful social media analytics and engagement.
This document discusses the rise of live video and provides ideas for how the multi-family housing market can use live video. It outlines the key elements that enabled live video's growth, including increased mobile adoption and bandwidth. Popular live video apps like Periscope, Facebook Live, and Instagram Live are summarized. The document suggests the multi-family housing market can use live video to build relationships, provide tours of properties, showcase amenities, and run events. Ideas for live video content include walking through the leasing process, offering specials, and meeting staff or tenants.
What is your passion? Find your niche and go out there and show yourself. Choose the right online channels that fit you and the ones you want to share with. This presentation is full of inspiring examples and the steps for blogging and how to's on social media channels like Twitter, Instagram, Pinterest, LinkedIn, Facebook, Google+ and Youtube.
This document provides an overview of how to effectively use social media for a giving day event. It discusses the importance of social media engagement in raising awareness and growing donor bases. Specific social media channels like Facebook, Twitter, Instagram, Snapchat and Facebook Live are examined in terms of their appropriate uses and key features. Strategies are presented for using hashtags, tagging accounts, and scheduling posts in advance using tools like Hootsuite and Buffer. Analytics and metrics for measuring engagement across different platforms are also reviewed.
This document provides tips for creating great videos using a smartphone. It discusses the importance of telling a story with sympathetic characters, obstacles, and overcoming obstacles. It recommends shooting with variety, composing shots following rules of thirds and framing, and storyboarding. The document also discusses apps and hardware that can improve smartphone video quality, and strategies for getting content seen on Facebook in 2018, such as using live video, groups, and stories.
This document provides tips and best practices for using Instagram effectively. It discusses key Instagram features like posting, Instagram stories, highlights, Instagram live, and insights. The main points covered are how to post engaging content, use hashtags and tagging, create compelling stories and highlights, go live, and analyze metrics with Instagram insights. Proper use of these features can help grow an audience and engage fans on Instagram.
Ideas for nonprofits to use when jumping into Snapchat or if they should even bother to do so. It is a social media platform that is tricky to use for fundraising but could be a great tool for special events and donor relations. Snapchat it popular with kids, high school and college students, and young adults (for now.
Nicollette is a digital marketing executive who helps develop social media strategies for film releases. She studied marketing and did an honors project on social media experiences. Nicollette runs her own social media consultancy alongside her full-time job. She discusses strategies for Facebook, Instagram, Snapchat and developing content for each platform. Nicollette also outlines tips for building a social media presence including defining your message, audience, platforms and content. She emphasizes the importance of engagement, testing content and being prepared.
TikTok has quickly become a major player in digital media with over 800 million active monthly users. The document provides tips and best practices for using TikTok, including how to create accounts and videos, use hashtags and drafts, engage communities, and view analytics as a pro account. Content strategies suggested include experimenting with different types of content, posting regularly, and working with influencers to promote music.
The document discusses recent posting trends on Instagram, including slideshow posts, longer videos, using Boomerang, and adhering to themes. It also provides demographics of Instagram users and examines how Buzzfeed and Conde Nast have adopted these trends. Some key trends Buzzfeed leverages are hashtags, tagging, and creating viral content. The document predicts Instagram will continue growing rapidly in users and becoming more important for advertising.
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
TBEX Asia 2016, Snapchat & More, Callin O'NeilTBEX
CONTENT, Cailin O’Neil is an award winning travel video blogger and social media influencer who has been running TravelYourself.ca for the past seven years. With a Major in Film and a background working in the Film and TV Industry, Snapchat is a natural fit for sharing her daily life, creative stories, and travels around the world to 47 countries and counting.
This document provides guidance on social media reporting and engagement during event #EIJ15. It identifies the primary digital tools of Twitter, YouTube, Instagram, Snapchat, and Periscope and provides tips for using each one to share updates, photos, videos and interact with others. The goals are thoughtful reporting, learning new skills, connecting with others, and gaining real-world experience while having fun. Attendees are advised to focus on these five tools and use the #EIJ15 hashtag to engage both during and after the event.
Social Media Workshop: Get Ready for 2020Chris Snider
This workshop was presented by Chris Snider at Drake University on Dec. 17, 2019. The goal of the workshop was to help companies and organizations improve their social media efforts in 2020.
From YouTube to TikTok - How to Create Compelling Social Media VideosChris Snider
Drake University Associate Professor Chris Snider's presentation to the American Advertising Federation Des Moines on Dec. 12, 2019. This presentation discusses how to create great social media videos for each of these networks: Twitter, Instagram, Facebook, LinkedIn, YouTube, Snapchat and TikTok.
For each network, I discuss a key statistic, how long videos should be on that network and other important tips for making great videos on that network.
I also include some app to use to make better videos on your phone.
Let's talk about Snapchat! Why should you be there and how does it work? I presented these slides at the 2016 Food Allergy Blogger Conference in Denver.
This document discusses using social media for marketing purposes. It covers popular social media platforms like Facebook and Instagram, providing tips on using each platform effectively. The key aspects covered include understanding the target audience, creating engaging content in the form of photos, videos and posts, and focusing on interactions like likes, shares and comments to increase reach. It emphasizes the importance of developing a social media strategy and organizing efforts across different networks.
Snapchat is a photo messaging app that allows users to take photos, record videos, add text and drawings, and send "Snaps" that last 1-10 seconds to contacts. The app is popular among 13-23 year olds who want to share funny or embarrassing moments temporarily without anxiety of permanence. It has over 350 million daily users. Brands are also using Snapchat to engage this young audience through curated "Stories" and live events. While easy to use and focused on ephemeral sharing, Snapchat faces challenges around privacy and security as images can still be screenshotted without notification.
TFEA 2015 - The Lasting Impression - Putting Your Best Foot Forward OnlineSaffire
This document provides tips and strategies for using social media and digital marketing to promote events. It discusses optimizing Facebook posts and paying for advertising. Twitter strategies like focusing on quality over quantity and using hashtags are covered. Other platforms discussed include Instagram, Snapchat, Pinterest, YouTube and using video in social media and emails. It emphasizes the importance of high quality imagery and provides tools for creating and collecting photos.
The document discusses using Instagram stories to boost engagement for universities. It recommends collaborating with students by having them take over the university's Instagram story. Examples are provided of successful student takeovers that highlighted the university experience. The key lessons are to utilize user-generated content, leverage existing relationships with students, and build relationships with influencers by listening to their feedback. Instagram stories provide an opportunity for universities to showcase campus from a student perspective in an authentic way.
How to Manage and Analyze Social Media in Higher EducationKelly Peiffer
Kelly Peiffer manages social media for Manor College. She analyzes various social media platforms like Facebook, Twitter, Instagram and Pinterest to see what content and posting strategies work best. Facebook videos and posts about the vet tech program or sports teams perform well, while alumni posts do not. On Twitter, she aims to post 22 tweets daily using scheduling tools. Instagram and Pinterest are also growing in importance. Hashtags like #ManorVetTech that join ongoing conversations help expand reach. Consistent, diverse, visually appealing content posted at optimal times is key to successful social media analytics and engagement.
This document discusses the rise of live video and provides ideas for how the multi-family housing market can use live video. It outlines the key elements that enabled live video's growth, including increased mobile adoption and bandwidth. Popular live video apps like Periscope, Facebook Live, and Instagram Live are summarized. The document suggests the multi-family housing market can use live video to build relationships, provide tours of properties, showcase amenities, and run events. Ideas for live video content include walking through the leasing process, offering specials, and meeting staff or tenants.
What is your passion? Find your niche and go out there and show yourself. Choose the right online channels that fit you and the ones you want to share with. This presentation is full of inspiring examples and the steps for blogging and how to's on social media channels like Twitter, Instagram, Pinterest, LinkedIn, Facebook, Google+ and Youtube.
This document provides an overview of how to effectively use social media for a giving day event. It discusses the importance of social media engagement in raising awareness and growing donor bases. Specific social media channels like Facebook, Twitter, Instagram, Snapchat and Facebook Live are examined in terms of their appropriate uses and key features. Strategies are presented for using hashtags, tagging accounts, and scheduling posts in advance using tools like Hootsuite and Buffer. Analytics and metrics for measuring engagement across different platforms are also reviewed.
This document provides tips for creating great videos using a smartphone. It discusses the importance of telling a story with sympathetic characters, obstacles, and overcoming obstacles. It recommends shooting with variety, composing shots following rules of thirds and framing, and storyboarding. The document also discusses apps and hardware that can improve smartphone video quality, and strategies for getting content seen on Facebook in 2018, such as using live video, groups, and stories.
This document provides tips and best practices for using Instagram effectively. It discusses key Instagram features like posting, Instagram stories, highlights, Instagram live, and insights. The main points covered are how to post engaging content, use hashtags and tagging, create compelling stories and highlights, go live, and analyze metrics with Instagram insights. Proper use of these features can help grow an audience and engage fans on Instagram.
Ideas for nonprofits to use when jumping into Snapchat or if they should even bother to do so. It is a social media platform that is tricky to use for fundraising but could be a great tool for special events and donor relations. Snapchat it popular with kids, high school and college students, and young adults (for now.
Nicollette is a digital marketing executive who helps develop social media strategies for film releases. She studied marketing and did an honors project on social media experiences. Nicollette runs her own social media consultancy alongside her full-time job. She discusses strategies for Facebook, Instagram, Snapchat and developing content for each platform. Nicollette also outlines tips for building a social media presence including defining your message, audience, platforms and content. She emphasizes the importance of engagement, testing content and being prepared.
TikTok has quickly become a major player in digital media with over 800 million active monthly users. The document provides tips and best practices for using TikTok, including how to create accounts and videos, use hashtags and drafts, engage communities, and view analytics as a pro account. Content strategies suggested include experimenting with different types of content, posting regularly, and working with influencers to promote music.
The document discusses recent posting trends on Instagram, including slideshow posts, longer videos, using Boomerang, and adhering to themes. It also provides demographics of Instagram users and examines how Buzzfeed and Conde Nast have adopted these trends. Some key trends Buzzfeed leverages are hashtags, tagging, and creating viral content. The document predicts Instagram will continue growing rapidly in users and becoming more important for advertising.
Similar to Snapchat at University of Twente | Online Media in Higher Education conference | #OMHE16 (20)
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
Your LinkedIn Success Starts Here.......SocioCosmos
In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
https://www.sociocosmos.com/product-category/linkedin/
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This is the place where you become a Digital Marketing Expert.
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Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
6. |6
“CHAT”
THROUGH
PHOTO, VIDEO
& CAPTION
WHAT IS SNAPCHAT?
KEY FEATURES
LIVE
MESSAGES
• Happening right now
• Real, authentic
• Send Snaps to friends or add to story
SELF-
DESTRUCTIVE
POSTS
1-10 SEC
SNAPS
• Direct Snaps to friends
• Can be viewed only one time
• Snap expires after the set time
• Screenshots are possible, but visible
ADD SNAPS
TO “MY STORY”
(24H)
• Create a timeline
• Can be viewed repeatedly
• Each image/video is available for 24h
• After that, self-destructive
MOBILE
APP
ADD
GEOFILTERS
10. Snapchat is the best way
to reach13 to 34 year-olds.
32%
11%
52%
4%
25-34 YEARS
13-24 YEARS
DISTRIBUTION
OF SNAPCHAT
USERS
|
AGE OF SNAPCHAT USERS
AS OF 2ND QUARTER 2015
45-54 YEARS
55-64 YEARS
35-44 YEARS
1%
Source: Snapchat.com / Statista
10
11. |
BE HERE,
NOW
Snapchat is real-time,
and therefore authentic.
It’s not about perfect
images or videos.
WHY DO 13-34 year-olds
LOVE SNAPCHAT?
EXPRESS
YOURSELF
Snaps are a reflection of
who you are in the
moment – it’s a perfect
tool for sharing micro-
thoughts/vlog.
ENGLISH SPOKEN
THE
SCARCITY
EFFECT
The fact that Snaps
expire, motivates people
to check Snapchat often,
to make sure they won’t
miss out on the fun.
11
13. |
• Target group is active on Snapchat
• Finding new ways to communicate with target group
• Personal, real, authentic
• Relate with target group
• Create live reports
• Interact in a visual way
TWENTE ENTERED
THE WORLD OF SNAPCHAT
WHY UNIVERSITY OF
13
14. |
• 3 stories: 1x Master, 2x Bachelor
• Number of followers:
• One week before the open days: 32
• One week after the open days: 380
• Avg. views per Snap in a story:
• Day 1 (Master): 149
• Day 2 (Bachelor): 184
• Day 3 (Bachelor): 194
• Find our full Snapchat Stories at:
www.utwente.nl/snapchat
OPEN DAYS NOVEMBER 2015
SNAPCHAT PILOT 14
15. |
FROM PILOT TO IMPLEMENTATION
WHAT WE HAVE BEEN POSTING
PILOT:
OPEN DAYS
NOVEMBER
2015
RANDOM
THINGS
HAPPENING
ON CAMPUS
CHALLENGES
OPEN DAYS
MARCH 2016
EVENTS ON
CAMPUS
15
16. |
OPEN DAYS MARCH 2016
PRE OPEN DAYS STORY
• Pre open days: asking questions
for more interaction
• Find all our Snapchat Stories at:
www.utwente.nl/snapchat
16
[Video after this slide]
18. |
OPEN DAYS MARCH 2016
SNAPCHAT STORY
• Story of the 2nd Bachelor Open Day
• Find all our Snapchat Stories at:
www.utwente.nl/snapchat
18
[Video after this slide]
23. |
• Total no. of Snaps, views,
screenshots and duration
• Views per Snap
• Completion rate per Snap
• No. of screenshots per Snap
• Type of Snap
• View/Download Snap
OPEN DAYS MARCH 2016
SNAPCHAT RESULTS 23
25. |
CONS
• Mobile only
• One user at a time
• No traffic to website
• No automatic reports
SNAPCHAT
PROS AND CONS
TIP OF
THE DAY
Claim your username!
ENGLISH SPOKEN
PROS
• High engagement
• Little effort, big result
• Free to use (and try!)
• “Content beats budget”
25
28. • Claim your username
• Think of content ideas
• Start experimenting
• Promote your Snapchat account
(multi-channel)
• Measure (manually / Snaplytics)
• Improve
• Have fun!
GETTING STARTED
Editor's Notes
Who knows what Snapchat is?
Who is using Snapchat personally?
Who is using Snapchat for his organization?
We will start with a short video by Snapchat.
Snapchat is:
A mobile app to “chat” with friends through photo, video and captions (written/drawn).
Snapchat is live, happening right now, which makes it real and authentic.
Snaps are self-destructive. Depending on if you send a Direct Snap or add it to a story, it exists for 1-10 seconds or 24h.
Direct snaps can be viewed only once, stories can be viewed repeatedly for 24h.
Snapchat offers Geofilters to add, based on your location. People can create and submit their own geofilters, but Snapchat won’t accept official Geofilters just yet in NL (paid Geofilters will come soon).
Worldwide there are over 100 million daily active users on Snapchat (and growing).
For the mobile part of Facebook (Snapchat is only mobile), that’s over 930 million mobile daily active users. Instagram has 400 million monthly active users.
Facebook desktop + mobile daily: 1.04 billion daily active users.
Fun fact: despite Snapchat has only a fraction of the number of daily active users Facebook has, but the amount of daily video views on Snapchat is getting closer and closer to the number of daily video views on Facebook. We shouldn’t underestimate the power of Snapchat.
For the ones focusing on the Dutch market: the amount of Dutch daily active Snapchat users in the Netherlands is 541.000.
For the Dutch Facebook that’s 6,8 million and Instagram has 992.000 daily active users in the Netherlands.
Snapchat is worldwide mostly used in the age groups (13)/16-24 and 25-34 year-old, the millennials. Prospective students + current students.
Snapchat is real: here and now. It’s not about uploading pretty pictures, but about taking pictures and post them directly, including captions, emoji’s etc. Snaps also expire
Because Snaps are not permanent, people feel more at ease to express themselves without having to worry about their online presence as much as with Facebook. It’s also a fast and easy alternative for vlogging (video blogging)
The fact that images have a certain time frame motivates people to check Snapchat even more to see the pictures before they get deleted. The scarcity effect makes the app more popular.
In the next slides, I will talk about why University of Twente started using Snapchat and what our results are so far.
As told before, the biggest group of Snapchat users is in the age of 13 to 34. A big part of that group fits our target group. Since we’re always on a quest for new ways to communicate with our target group, Snapchat caught our eye.
The characteristics of Snapchat (personal, real and authentic) fitted University of Twente’s way of communicating very well. Snapchat is not meant to upload existing images, so whatever we post on Snapchat is more authentic and less commercial compared to a well prepared, “slick designed” post on for instance Facebook. We feel it’s a perfect way to show your audience you can relate with them.
Snapchat seemed as a perfect tool to create life report of events, like our open days, for people who aren’t able to visit, like international prospective students.
Everything about Snapchat seemed to fit our strategy, so there was only one way to find out if it would work for us: just do it! We decided to use Snapchat during our open days in November as a first pilot.
A few weeks before the Open Days I created the account to try out some things. For example, I created a Snapchat story during the annunciation of the winner of a contest we had last summer. We shared this story on Facebook to announce we also created Snapchat and one week before the open days we had 32 followers. With some more multi-channel promotion on our other social media profiles and some sponsored posts, this number went up to 380 one week after the open days.
During the Master and Bachelor open days in November I walked around campus and captured everything I came across: the arrival of the visitors, opening presentation, campus tour, the programme presentation, demonstrations, information market etc. I mixed pictures with videos and added typed or written captions to it.
The stories were viewed from 149 to 194 times average and 32 screenshots were taken in total. All these statistics were measured manually, by checking the views just before the Snaps would expire.
After the pilot in November, we decided to continue using Snapchat. I snapped about random things happening on campus (people working out in our Bootcamp area, showing around on campus etc). I also attended some interesting events to report on that, like the Andre Kuipers college tour. We did receive a lot of views on these stories, but not as much interaction. So – [NEXT SLIDE]
One day before the open days in March I started posting Snaps with questions as captions. I asked what our followers would like to see in the Snapchat stories of the open days. I received a couple of questions, like “I would like to see the campus and the programmes” or “What is your favorite spot on campus” and I answered these during the open days via Direct Snaps.
During the open days itself, I experimented more with captions than I did last time. I also tried new types of content, like interviewing visitors on Snapchat. I was combining my Snapchat task with coordinating the helicopter flights we raffled, but after a few hours I realized that was just too much work and I handed over the coordination of the helicopter flights to someone else.
I will play the Snapchat story of our second open day, which I downloaded after it was finished. The total story takes about 2 min, but normally on Snapchat you can skip through it faster if you want.
Compared to last time, I received much more direct snaps from followers than our previous open days. Visitors were showing what they were during, but also our own student assistants were sending snaps to me. The fact that UT is active on Snapchat, was promoted more than last time.
In order to have better insights in the Snapchat results, we decided to subscribe to the tool Snaplytics. This tool fetches data from Snapchat automatically for you, and creates reports. This way the statistics are much more likely to be valid compared to manual measuring. The self-destructive part of Snapchat makes it hard to measure the final views for a snap each time, just before it expires.
The Snaplytics reports show that we had between 350 and 449 opens during the open days in March. On the last day we had about 240 more views compared to the last open day in November.
The completion rate for each story is over 90%.
The number of followers grew from 380 to over 600, mostly because of some multi-channel promotion and campaigning on Facebook.
Comparing the opens of the story and the number of followers, we found out that the engagement rate on Snapchat is over 70%! The average Facebook engagement rate is about XX
The biggest difference between Snapchat and Facebook is that Snapchat stories are showing up at the stories timeline of 100% of your Snapchat followers. Because of Facebook’s Edgerank your post on Facebook will only be showed to 25-50 followers first, and depening on their engagement, that number of servings will increase. It will never be 100% on Facebook. So the change of your Snapchat story being viewed, is much higher.
If you look more closely to the statistics of a story – something which is almost impossible if you measure manually – Snaplytics shows another interesting KPI: the percentage of viewers which completely viewed each individual Snap from the story. Based on this KPI you can find out which content is interesting and which length of the Snap may be ideal to not bore the viewer.
Now we have tried some different approaches and now also have access to these more extensive results, we can optimize our Snapchat efforts in the upcoming period of time.