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- 1. Snapchat Digital Platform Prepared by ANN, SHELLY & BHARATI Understanding Snapchat Digital Platform Date: January, 2,2018
- 2. 2018-02-02 Prepared by Ann, Shelly & Bharati 2
- 3. SNAPCHAT IN 60 SECONDS 2018-02-02 Prepared by Ann, Shelly & Bharati 3
- 4. WHY SNAPCHAT - PERSONAL USE? • It has an auto delete feature that provides some protection, in that, it allows one to be worry free about what they share since everything is temporary. • It develop curiosity and creates anticipation in other users so making them want to view posts. • It allows editing of photos and videos by adding effects, texts, stickers and even add additional images which can capture the attention of others • It promote real-time happenings. • It lets you know who took a screenshot of what you shared. 2018-02-02 Prepared by Ann, Shelly & Bharati 4
- 5. WHY SNAPCHAT – BUSINESS USE ? 2018-02-02 Prepared by Ann, Shelly & Bharati 5 • It provides a first mover advantage from being an early adaptor • It allows interaction with customers in real time • It has a substantial number of users so is an excellent platform to market goods and services. • Can help to generate customers insights • Generate leads to potential customers who share your pictures • 71% of Snapchat users are under 34 years old so is a good place to target millennials • Build anticipation through announcements before an event
- 6. WHO USE SNAPCHAT IN CANADA? 2018-02-02 Prepared by Ann, Shelly & Bharati 6 71% 49% 27% 23% 21% 20% 12% 9% 5% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% Canadian Social Media Use (Statista 2016) 5M+ total active users as of 2017 8 most popular social media network Mainly used by millennials 18 -34 years. Average age is 28 59% between 12- 29. Female 54% Male 44% Source: Statista - Distribution of Snapchat users
- 7. DO BUSINESS ON SNAPCHAT 2018-02-02 Prepared by Ann, Shelly & Bharati 7 This platform is more beneficial for B2C type of business as its a high end tech savvy platform and a lot of organizations are still getting use to targeting consumers with the help of this platform. The medium is used by the youth (millennials) extensively & so many firms whose target audience are millennials use this platform to reach out to these group of customers as they spend most of the time on this medium in the recent times. The Bell Let’s Talk Toolkit consists of simple everyday tactics that can be used to break the silence, including a conversation guide, workplace tips and social media images. For every view on Snapchat platform, Bell donates 5 cents towards mental health initiatives.
- 8. HOW TO MEASURE SNAPCHAT BUSINESS SUCCESS? 2018-02-02 Prepared by Ann, Shelly & Bharati 8 1 Total Unique Views How many people have taken screenshots of their Snaps. Those screenshots can be used as an engagement tool. 2 Total Story Completions Number of people who have viewed the last snap to measure the number of people who have completed your entire story. Screenshots Number of people have taken screenshots of their Snaps. Those screenshots can be used as an engagement tool. Completion Rate Completion rate is the percentage of people that started viewing that story compared to how many of them saw the last part of a story. Fall-off rate Where followers stop watching your story Time-of-day activity Track the engagement associated with different posting times On-Demand Geo-filter metrics How many images, illustrations, custom stamps, and brands added by Snapchatters via Geo-filters. 3 4 5 6 7 Source: Nick Cicero - Founder of Delmondo
- 9. SNAPCHAT ANALYTICS TOOLS & PRICING Snaplytics gives you data on the performance of your snaps, audience growth and more. Another unique feature of Snaplytics is that it also gives you insights on your Instagram Stories as well. Price: Varied by company/users/campaign • The new service is free for competitive monitoring of one account. • $29 per month for 2-5 accounts • $49 a month for 6-10 accounts • $79 a month for 11-20 accounts. 2018-02-02 Prepared by Ann, Shelly & Bharati 9 • Google Analytics (GA) is one of the best ways to track social media campaigns and even help measure ROI . Business likely already have GA setup on website to monitor and analyze your traffic. Business can access and create reports specifically for social media tracking? For instance, they can see how much traffic comes to your website from each social network, or use UTM to track specific campaign • Price: Free • Delmondo: Delmondo is a social video analytics tool that provides performance data on your snaps, campaign reports and even lets you measure your Snapchat content against other channels. • Storyheap: Storyheap is a newer social media analytics tool that provides Snapchat and Instagram Story analytics, as well as the ability to upload stories. Starting from $49/ month for 100 upload Google Analytics Snaplytics Other Alternatives
- 10. ADVERTISING ON SNAPCHAT 2018-02-02 Prepared by Ann, Shelly & Bharati 10 Ad Name Activity Price and Time Snaps Ads See in between Stories & in the Discover section of the apps $10,000/month Sponsored Lenses For big budget campaign only. This is the most expensive ad offering from Snapchat. Cost varies by day of the week, holiday, and length of campaign $450,000 - $750,000/day Local Geo- filters Least expensive ad. Appear when you are in the app with certain geographical area. $5 per 20,000 square feet Snapchat Discover Use by publishers like CNN, ESPN, Cosmopolitan and others to share content. Get millions of views. $50,000/day Snap to Unlock Filters Very unique ad. There was a code in a magazine issue that, when snapped, unlocked a special filter available for few hours. $5,000+ Snap to Unlock Codes Similar to Unlock Filters. When the codes are snapped, they take users to unique, exclusive content. Users can to through Snapchat, or by their way and do a DIT version. Eg: Movie The Girl On the Train $5000+ Nationwide Sponsored Geo-filters Similar to local Geo-filters, but can be applied to similar locations across a country. $50,000+ Influencer Partnership Use influencers to provide a great ROI for brands. There was campaign with CPMs under $1 $500 - $10,000
- 11. GETTING STARTED AS A BUSINESS 2018-02-02 Prepared by Ann, Shelly & Bharati 11 https://forbusiness.snapchat.com/gettingstarted
Notas do Editor
- What is Snapchat? Snapchat is a social media platform where users can share raw or embellished photos, videos, and messages known as Snaps to others. It was developed by three former Stanford University students, Evan Spiegel, Bobby Murphy and Reggie Brown. It was first launched as Picaboo on May 8, 2011 and then as Snapchat in September 2011. It is different from other platforms because everything is temporary. Snaps only last between 1-10 seconds so once the snap is viewed it disappears forever. It was developed in response to the growing anxiety from teens and young adults concerned that permanent social media services could haunt them later in life. However a story can be re-watched within 24 hours after it is posted. The application promotes real-time interaction and connections between people.
- Video of how Snapchat works: https://youtu.be/nx1R-eHSkfM
- Best time to post: The majority of Snapchat users are middle school, high school, and college students. They are most likely to access the app after they are done with their studies or homework, laying in bed and doing time pass going through Snapchat stories to fall asleep. Hence the best time to post on Snapchat is between 10pm-1am EST or late night, or weekend. Worst time to post: Early mornings and during business hours.
- Ans - This platform is more beneficial for B2C type of business as its a high end tech savvy platform and a lot of organisations are still getting use to targeting consumers with the help of this platform. The medium is used by the youth (millennials) extensively & so many firms whose target audience are millennials use this platform to reach out to these group of customers as they spend most of the time on this medium in the recent times. Snapchat is not only used by for-profit organizations but also has become very effective for non-profit organizations. In 2014, World Wildlife Fund Denmark released a campaign called “Don’t let this be my #LastSelfie”. The snaps featured pictures of endangered animals like the tiger and the Great Panda. The emphasis of the campaign was powerful; just like images on Snapchat, the endangered species are gone after a short while too. This is an excellent example of how Snapchat can be used to get people to think about important issues.
- On Snapchat, marketers should focus less on the number of connected followers they have and more on the number of people consuming their stories. In fact, most users can’t even see how many followers they have on Snapchat—instead, you can measure how many people view your snaps on average. 1. Total Unique Views: The total unique views are the number of people who have opened up the first frame in your Snapchat story for at least a second. It can be found by looking at the number of people who opened the first snap of a story every 24 hours. 2. Total Story Completions: Snapchat stories can be one snap or 100 snaps long. The best storytellers on Snapchat use their 24-hour window to string multiple snaps together to create one cohesive video and story. When you post a story that is multiple frames long, look at the number of people who have viewed the last snap to measure the number of people who have completed your entire story. The more people who viewed the last frame of your story, the more people who watched it all the way through and consumed that content. 3. Completion Rate: Snapchat is like a storybook, with a beginning, middle, and end. Fortunately for us, Snapchat lets us see how many people have viewed each chapter along the way, as described above. Completion rate is the percentage of people that started viewing that story compared to how many of them saw the last part of a story. 4. Screenshots : On Snapchat, there are no real likes, comments, or shares, but Snapchat does show users how many people have taken screenshots of their Snaps. Those screenshots can be used as an engagement tool. 5. Fall-off rate: Related to completion rates, your fall-off rate can give you powerful insights into the engagement strength of your story by revealing exactly where followers stop watching your story. 6. Time-of-day activity: To reach your audience, you need to understand when they’re most active. While Snapchat doesn’t provide activity metrics, you can gain an understanding of your audience’s key activity times by tracking the engagement associated with different posting times 7. On-Demand Geofilter metrics: Geofilters are arguably one of the coolest features in all of Snapland. If you haven’t heard of them, geofilters allow Snapchatters to add images, illustrations, custom stamps, and branding to Snaps. For brands, geofilters are also a fun and powerful way to encourage fan engagement in a product or event.
- Google Analytics (GA) is one of the best ways to track social media campaigns and even help measure ROI . Business likely already have GA setup on website to monitor and analyze your traffic. Business can access and create reports specifically for social media tracking? For instance, they can see how much traffic comes to your website from each social network, or use UTM to track specific campaign Price: Free Snaplytics gives you data on the performance of your snaps, audience growth and more. Another unique feature of Snaplytics is that it also gives you insights on your Instagram Stories as well. Price: Varied by company/users/campaign The new service is free for competitive monitoring of one account. $29 per month for 2-5 accounts $49 a month for 6-10 accounts $79 a month for 11-20 accounts. Delmondo: Delmondo is a social video analytics tool that provides performance data on your snaps, campaign reports and even lets you measure your Snapchat content against other channels. Storyheap: Storyheap is a newer social media analytics tool that provides Snapchat and Instagram Story analytics, as well as the ability to upload stories. Starting from $49/ month for 100 upload