snapchat and instagram for charities
TRANSCRIPT
An Introduction to Snapchat and Instagram
Mary Mitchell @mary_mitchIBT @_IBT
“Facebook is for major life updates. (Your friend from third grade just had her 10th baby!) Twitter is for keeping up with news and live events. ( Taylor Swift released a new video…again.) Instagram is for jealousy-inducing photos. (Bora Bora is beautiful; your cubicle is not.) Snapchat is for bearing witness—telling stories in raw, often humorous, behind-the-scenes clips or messages.”
- Joana Stern, WSJ
The future of content marketing is video
● Cisco predicts that consumer internet video traffic will go from 64 percent in 2014 to surpass 80 percent by 2019
● Slow death of ‘interruption marketing’ (Seth Godin), rise of storytelling● Video has higher completion rate than text articles ● Video is increasingly watched on mobile ● Social networks are prioritising video
Why or why not?
Snapchat is YOUNG!
10 billion video views per day (up from 4 billion in April 2015) - Facebook currently 8 million.
“People’s behavior is changing so that photos are being used as speech instead of a repository for memories.”
- Robert Peck, Sun Trust Robinson Humphrey
Basic functionality
British Charities● Muslim Aid● YoungEnterprise● RNLI
Other Charities● WWF_DK● DoSomething.org● OneCampaign
Political Organisations/Individuals● Hillary Clinton● The White House
http://bit.ly/1rNNEgW
Chat
Snaps
Stories
Becoming a storyteller
Creating snaps, building stories
● Camera● Effects● Text and Art● Filters
Case Studies (mostly) from the charity sector
“When we make interactive Snapchat stories, we ask ourselves, “How ridiculous can we be? How much fun can we have?” Recently, we’ve been experimenting a lot with interactive Snapchat stories and cross-platform engagement. All of DoSomething’s campaigns have an SMS text message component, since text messages have a 97% open rate and are one of the best ways to reach teens.”
- Colleen Wormsley and Bryce Mathias, DoSomething.org
Do Something
Muslim Aid
GrubHub
Ideas for creating content....
Tips for content creation...
● Create a geofilter for a location● Create a geofilter for an event● Paid advertising● Customise your QR code with your charity’s branding● Be authentic● Create value● Audience first
Concept creation
Audience
Message
Campaign Concept
Why or why not?
In 2015 Instagram overtook Twitter in global users (300m on Instagram, 280m on Twitter)90% of UK Instagram users are under 35, high amount of these female, likely to live in urban areas
The culture of filtered squares
Basic functionality
Case studies from the charity sector
“We keep track of what’s happening around the world, and ensure our posts resonate… People from all over discover WaterAid because of Instagram. We’ve been contacted by everyone from keen seven-year-old fundraisers, to politicians in Sierra Leone. It’s given us a completely different kind of visibility.”
- Neil Wissink, Water Aid, interviewed by Zoe Amar
Oceana - Adding value
National Trust - UGC
Ideas for creating content
Advertising on Instagram
● Photo, video or carousel adverts● Clicks to website● Website engagement● Mobile App installs● Mobile App engagement● Video views● Reach and frequency● Page post engagement
Ideas for content creation...
● Live events● Behind the scenes● Campaigns● Stories● Thanking supporters● User Generated Content
(repost)
Concept creation
Audience
Message
Campaign Concept
Q&A
More tips
Snapchat
#BreaktheInternet - https://www.youtube.com/channel/UCTJH6F6ClCILYFtX2saO_xA/featured
Buffer Guide to Snapchat - https://blog.bufferapp.com/snapchat
Todd Brison’s Snapchat Playbook - https://mng.lincolnwdaniel.com/your-complete-snapchat-playbook-998cb72b249f#.wczoiql6a
21 Instagram Tips and Tricks you cant afford to miss - http://www.digitaltrends.com/photography/instagram-tips-and-tricks/