Taming the Wild West of Snapchat Metrics

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You can measure Snapchat, you just need to understand what makes it the same as your other social channels, but also different.

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Me
@CShirkeyCollins
@WeAreCisco
#WeAreCisco
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@CShirkeyCollins

Who’s This Sheriff?
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The Snapchat Challenge
• No native analytics
• No follower count – engagement counts
• Time-sensitive
• Hard to prove ROI
Or IS it?
#PRNews
@CShirkeyCollins

Who Wants Snapchat Metrics Like This?
3MSeconds viewed
since launchCompletion
rate
70%
Daily Views
700+
40KTotal
Completions
#PRNews
@CShirkeyCollins

Why Is Snapchat Different?
• No link-outs
• No hashtags
• No “likes,” “faves,” or “shares”
• There’s no “do-over”
But it’s also
the SAME
#PRNews
@CShirkeyCollins

Where to Start?
#PRNews
@CShirkeyCollins

What Goals?
• Who is your audience?
• What do you want them to do?
• What is the purpose of your channel? Expectations?
Without clear goals, you will
never show success!
#PRNews
@CShirkeyCollins

Two Measurement Approaches
• Manual
• Paid Tools
#PRNews
@CShirkeyCollins

What CAN/SHOULD You Measure?
• Total Unique Views
• Story Completions
• Completion Rate
• Screenshots
Engagement
#PRNews
@CShirkeyCollins

How Do I Measure . . .
Total Unique Views?
#PRNews
@CShirkeyCollins
• First Snap of the Day
• How Many Viewed?
• = Total Unique Views

How Do I Measure . . .
Story Completions?
#PRNews
@CShirkeyCollins
• Last Snap of the Day
• How Many Viewed?
• = Story Completions

How Do I Measure . . .
Completion Rate?
#PRNews
@CShirkeyCollins
• Last Snap Views /
• First Snap Views
• x 100
• = % Completion Rate
202/309 x 100 = 66%

How Do I Measure . . .
Screenshots?
#PRNews
@CShirkeyCollins
• Look for icon
• Add up all the numbers
• Did you ask for them?

Remember, the sun sets on Snaps
#PRNews
@CShirkeyCollins

Speaking of Time
#PRNews
@CShirkeyCollins
• Keep a spreadsheet of numbers/tactics each day
• You can see patterns, growth, etc. Establish
baselines to measure against.

What Can a Snapchat Measurement
Platform Do?
#PRNews
@CShirkeyCollins
• No Manual Work
• No Time Constraint
• Extra Metrics
• Charts with Metrics Over Time
How do you
value your time?

Delmondo Dashboard
#PRNews
@CShirkeyCollins

Non-Snapchat Snapchat metrics 
#PRNews
@CShirkeyCollins
• Remember Your Goals
• Ambassador Growth – ex: Employee Takeovers
• Influencer Metrics. What are THEIR numbers?
• Others
Customize to
Your Goals

A Piece of a Complete Strategy
#PRNews
@CShirkeyCollins
2k-20k
Follows YoY Growth
0k-12k 3x
Industry
Engagement
Twitter Instagram
Snapchat
Added
100k
followers in the
last year.
Pay to play.
2XUnique
viewers in 1
year
Facebook
Completion
rate
70%

Summary Points
#PRNews
@CShirkeyCollins
• You CAN Measure Snapchat
• Goals First
• Engagement Is Key
• Manual vs. Tools

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Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles. This is the place where you become a Digital Marketing Expert.

Social Media Marketing Strategies .

Virtual Real Design

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Surat Digital Marketing School - course curriculum

Social Media Marketing Strategies .

Taming the Wild West of Snapchat Metrics

1. Snapchat metrics: Taming The Carmen Collins Social Media Lead, Cisco Talent Brand @CShirkeyCollins

2. Follow the Story Me @CShirkeyCollins @WeAreCisco #WeAreCisco #PRNews @CShirkeyCollins

3. Who’s This Sheriff? #PRNews @CShirkeyCollins

4. The Snapchat Challenge • No native analytics • No follower count – engagement counts • Time-sensitive • Hard to prove ROI Or IS it? #PRNews @CShirkeyCollins

5. Who Wants Snapchat Metrics Like This? 3MSeconds viewed since launchCompletion rate 70% Daily Views 700+ 40KTotal Completions #PRNews @CShirkeyCollins

6. Why Is Snapchat Different? • No link-outs • No hashtags • No “likes,” “faves,” or “shares” • There’s no “do-over” But it’s also the SAME #PRNews @CShirkeyCollins

7. Where to Start? #PRNews @CShirkeyCollins

8. What Goals? • Who is your audience? • What do you want them to do? • What is the purpose of your channel? Expectations? Without clear goals, you will never show success! #PRNews @CShirkeyCollins

9. Two Measurement Approaches • Manual • Paid Tools #PRNews @CShirkeyCollins

10. What CAN/SHOULD You Measure? • Total Unique Views • Story Completions • Completion Rate • Screenshots Engagement #PRNews @CShirkeyCollins

11. How Do I Measure . . . Total Unique Views? #PRNews @CShirkeyCollins • First Snap of the Day • How Many Viewed? • = Total Unique Views

12. How Do I Measure . . . Story Completions? #PRNews @CShirkeyCollins • Last Snap of the Day • How Many Viewed? • = Story Completions

13. How Do I Measure . . . Completion Rate? #PRNews @CShirkeyCollins • Last Snap Views / • First Snap Views • x 100 • = % Completion Rate 202/309 x 100 = 66%

14. How Do I Measure . . . Screenshots? #PRNews @CShirkeyCollins • Look for icon • Add up all the numbers • Did you ask for them?

15. Remember, the sun sets on Snaps #PRNews @CShirkeyCollins

16. Speaking of Time #PRNews @CShirkeyCollins • Keep a spreadsheet of numbers/tactics each day • You can see patterns, growth, etc. Establish baselines to measure against.

17. What Can a Snapchat Measurement Platform Do? #PRNews @CShirkeyCollins • No Manual Work • No Time Constraint • Extra Metrics • Charts with Metrics Over Time How do you value your time?

18. Delmondo Dashboard #PRNews @CShirkeyCollins

19. Non-Snapchat Snapchat metrics  #PRNews @CShirkeyCollins • Remember Your Goals • Ambassador Growth – ex: Employee Takeovers • Influencer Metrics. What are THEIR numbers? • Others Customize to Your Goals

20. A Piece of a Complete Strategy #PRNews @CShirkeyCollins 2k-20k Follows YoY Growth 0k-12k 3x Industry Engagement Twitter Instagram Snapchat Added 100k followers in the last year. Pay to play. 2XUnique viewers in 1 year Facebook Completion rate 70%

21. Summary Points #PRNews @CShirkeyCollins • You CAN Measure Snapchat • Goals First • Engagement Is Key • Manual vs. Tools

Taming the Wild West of Snapchat Metrics

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Taming the Wild West of Snapchat Metrics