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Snapchat Group Snaps Proposal
The document discusses the introduction of a group snaps feature on Snapchat, addressing user demographics and preferences. It emphasizes the need for this feature to compete with other messaging apps, enhance user retention, and support international expansion. A roadmap for development, success metrics, and marketing strategies are also outlined, with particular attention to feedback from users and market analysis in countries like Japan and Hong Kong.
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Snapchat Group Snaps Proposal
- 1. INTRODUCING GROUP SNAPS BYSNAPCHAT SEND SNAPS TO MULTIPLE PEOPLE WITH A SINGLE CLICK Ryan Cunningham | rydcunningham.com | @rydcunningham
- 2. AGENDA THE GAMEPLAN ‣ Understandingusers ‣ The case for “why” ‣ User stories ‣ Prototyping ‣ Product roadmap ‣ 🔑 success metrics ‣ Go-to market plan Appendix: Country Analyses
- 3. 1. UNDERSTANDING USERS WHATKIND OF USERS DO WE HAVE ‣ The average Snapchat user sends at least 29 snaps per week (SPW) and browses the app at least 33 times per week (BPW) ‣ 86% of users 15 - 26 years old, most active users usually female 0 10 20 NUMBER OF MESSAGING APPS USED 1 2 3 4 5 6 They have a median of 3 messaging apps on their phone Source: Survey conducted from February 17 - 23, 2016.
- 4. 1. UNDERSTANDING USERS HOWDO WE SEGMENT OUR USERS POWER USERS 10+ SPD 25% of user count 61% of snap volume CASUALS 1-5 SPD 52% of user count 38% of snap volume LURKERS / DERELICTS Very few SPD 23% of user count 1% of snap volume Three distinct categories:
- 5. 1. UNDERSTANDING USERS WEHAVE A LARGE DROP-OFF FROM “I USE” TO “I PREFER” 0 10 20 30 40 50 MESSENGER IMESSAGE SNAPCHAT GROUPME WHATSAPP OTHER LINE WECHAT "I use this app" "This is my preferred messaging app" Source: Survey conducted from February 17 - 23, 2016.
- 6. 1. UNDERSTANDING USERS SOWHAT FEATURES DO EXISTING USERS LIKE THE MOST? ‣ Feature audit suggests that photo filters and messaging are the most important features to users ‣ Other features are still fun, but the most important thing about communication is the connection to the audience - using a platform that your friends use 😍😴 Photo filters Messaging Speed modifiers Lenses Discover Snapcash 0 Source: Survey conducted from February 17 - 23, 2016. Emojis quantified on a 4 point scale in increments of 1. 😍 : 2, 😀 : 1, 😐 : 0, 😴 : -1
- 7. 1. UNDERSTANDING USERS WHATARE THEIR PAIN POINTS? ‣ 362 reviews in the past 90 days have requested a group feature across all country App Stores ‣ In our survey, group functionality was the most requested feature
- 8. “SNAPCHAT SHOULD CREATEA GROUP MESSAGE FEATURE… INSTEAD OF HAVING TO SCROLL THROUGH ALL YOUR CONTACTS AND SEND TO EACH PERSON INDIVIDUALLY” 1. UNDERSTANDING USERS WHAT USERS WANT IS LOUD AND CLEAR
- 9. 2. THE CASEFOR “WHY” WHY SPEND RESOURCES ON THIS FEATURE? ELIMINATE COMPETITORS’ EDGE ▸ Snapchat is the only messaging heavyweight that does not have group functionality ▸ Eliminates the need for a separate mobile app just to communicate with friend groups NECESSARY FOR ACCELERATED INTERNATIONAL EXPANSION (ASIA FOCUS) ▸ Erodes “stickiness” of users on other platforms like LINE and WhatsApp ▸ Currently perceived as an “incomplete” app by users accustomed to feature-rich local apps that have group functionality in addition to expressive filters, stickers, etc. IN LINE WITH VISION ▸ Fosters intimacy not just with individuals, but with close friend groups as well
- 10. 3. USER STORIES MEETJACLYN
- 11. 4. PROTOTYPING INTERACTIVE PROTOTYPEUSING PHOTOSHOP & INVISION ‣ Video of prototype in action: https://youtu.be/sSHLDaIqKFg
- 12. 5. PRODUCT ROADMAP ILLUSTRATIVEROADMAP FOR MVP (ESTIMATED 3-4 WEEKS) WIREFRAME “GROUP MANAGER” PAGES PROTOTYPE “GROUP MANAGER” PAGES ADJUST USER ATTRIBUTES TO INCLUDE GROUP MEMBERSHIP DEPLOY BETA TEST FOR POWER USERS DESIGN TEAMSNAPCHAT ANNOUNCE VIDEO GET FEEDBACK FROM USER TESTING APPLY CHANGES FROM USER FEEDBACK PREPARE APP STORE UPDATE COORDINATE WITH MARKETING RE: ANNOUNCEMENT COPY LAUNCH LAUNCH BUY DRINKS FOR EVERYONE PRODUCT ENGINEERING DESIGN / UX March 7 - 11 March 14 - 18 March 21 - 25
- 13. 5. PRODUCT ROADMAP FURTHERON DOWN THE LINE Customize Group icons ‣ Helps users win by distinguishing between groups, more intimacy ‣ Emojis ‣ Preset icons ‣ Minor but personal improvement Group Stories ‣ Local and Global stories already exist ‣ People can stay “in the moment” with their closest friend groups wherever they are Group Chat ‣ A Snap is worth a thousand words, but sometimes a few are just fine ‣ Eliminates competitive edge from other messaging apps with group functionality NEAR-TERM LONG-TERM
- 14. 6. 🔑 SUCCESSMETRICS HOW CAN WE MEASURE IF GROUP SNAPS IS HELPING USERS? 🔑S TO SUCCESS ACTIVATION ‣ Has she created her first Group? ‣ Has she sent a Group Snap? RETENTION ‣ Has she created more Groups? ‣ How often does she send Snaps to Groups vs. individuals?
- 15. 6. 🔑 SUCCESSMETRICS HOW TO MEASURE INTERNATIONAL SUCCESS? ▸ Start with Western benchmark of 29 SPW per user ▸ MAU growth LOYALTY BY APPLICATION CATEGORY FREQUENCYOFUSEPERWEEK 0 1 2 3 4 5 6 7 8 9 RETENTION OVER 90 DAYS 15% 25% 35% 45% 55% III III IV Communication News Sports Scores Weather Reference Travel Utilities Food & Drink Retail Personalization Music Photo & video Social networking Productivity Dating Social games Streaming music Health & fitness Education Deals Banking Books Flurry Insights’ “Loyalty by Application Category” (2012) ACTIVATION ▸ Retain ~45% of users over 90 days RETENTION
- 16. 7. GO-TO MARKETPLAN GETTING THE WORD OUT ▸ Global snap from teamsnapchat ▸ In-app update ▸ Press release / blog post ▸ Tweet
- 17. 7. GO-TO MARKETPLAN GETTING THE WORD OUT ▸ Global snap from teamsnapchat ▸ In-app update ▸ Press release / blog post ▸ Tweet
- 18. 7. GO-TO MARKETPLAN GETTING THE WORD OUT ▸ Global snap from teamsnapchat ▸ In-app update ▸ Press release / blog post ▸ Tweet
- 19. 7. GO-TO MARKETPLAN GETTING THE WORD OUT ▸ Global snap from teamsnapchat ▸ In-app update ▸ Press release / blog post ▸ Tweet
- 20.
- 21. APPENDIX: COUNTRY ANALYSIS SNAPCHATIN JAPAN IMAGE: WESTERN ▸ “The only people I know who use Snapchat are people who went abroad, etc.” USERS PREFER: LINE ▸ LINE is synonymous with messaging in Japan: consumers, businesses, everyone is on LINE ▸ “Cute” stickers and characters have high appeal - “There’s a whole market for stickers, people are willing to pay for them” RECOMMENDED PRODUCT STRATEGY A. Invest in group functionality to organically expand user base from existing power users B. Invest in cuter features, Lenses, stickers US Photo/Video: #1 JP Photo/Video: #10 Potential users: 14.8mm Source: Japan Statistics Bureau, App Annie. Potential users defined as between 15 and 26 years old. App Annie rankings as of 2/21/16.
- 22. APPENDIX: COUNTRY ANALYSIS SNAPCHATIN HONG KONG IMAGE: WESTERN ▸ “Snapchat is relatively new in HK - the people who use it are all pretty Westernized” USERS PREFER: WHATSAPP / LINE ▸ “You cannot survive in HK without WhatsApp” ▸ “LINE interface is fun, customizable, very cute. Send stickers, make weird noises, etc.” ▸ “HK users take so many selfies, but they want to download, keep, and show off those selfies” RECOMMENDED PRODUCT STRATEGY Small potential HK users betrays potential network effect to other countries - many HKers connected to friends in Taiwan, Japan, and other large markets via LINE or WhatsApp A. Invest in group functionality to organically expand user base from existing power users B. Invest in cuter features, Lenses, stickers US Photo/Video: #1 HK Photo/Video: #6 Potential users: 1.0mm Source: Hong Kong Census and Statistics Department, App Annie. Potential users defined as between 15 and 26 years old. App Annie rankings as of 2/21/16.