snapchat - turning me into we for users and brands
DESCRIPTION
Looking at Snapchat, as it crosses the 100m user mark, at opportunities for internal alignment, external growth, and partnership integration.TRANSCRIPT
Connor Swegle 917.207.9199 [email protected]
CREATING THE MOMENTS OF NOWFOR THE FUTURE
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
The future isn’t created, it’s co-created
- Nilofer Merchant (Professor, Writer, and Business Consultant)
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
At 100m users and growing, it’s not about the me.
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
At 100m users and growing, it’s about the we.
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
With its messaging, stories, and integrations, Snapchat can give its users, brands, and events a place to come together for a unique, of-the-moment, experience that creates meaningful connection points between sender and receiver
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
The user experience is simple and feature-rich while… FB is increasingly filled with baby pictures, ads, and fake content marketing. IG is taken over by fashion bloggers and over-produced “candids”
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
Snapchat wins by being itself- creating scale by relevance, relationships, and connections that are meaningful- either in their immediacy or in the exploration for the next moment.
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
FOCUS AREASFOSTERING PARTNERSHIP
OPPORTUNITIESUsing the platform to
get your brand out there
GROWING USER BASE
Getting more users and getting more usage
ACTIVATING MARKETING
Getting users and the brand to take part in something together
Getting broader
Expanding age segments
Upping usage
Defining ideal partners
Delivering value
Establishing brand relevance
Creating valuable relationships
Delivering on exclusivity
Creating unique experiences
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
GROWING THE USER BASE
Being Broader
Relevance is the key - if it is useful, people will…use it.
Snapchat is killing the 20-29 demo, but seen by many as only for younger users. It is - until it is relevant to a broader base. A small segment of the users have Snapchat as a sexting tool…more people use it to share the moments as they happen. Even if people do use it for sexting- that isn’t exclusive to young people. Finding relevant ways across demos in a variety of verticals based on interest is key. If you like an athlete, follow their story. An actor- get the behind the scenes. A local pizza joint- grab a friday night exclusive coupon.
Expanding Age Segments Up
Upping Usage
People are good at two things - getting older and finding opportunity. This means that the user base now will continue to age up and if they are on the platform, will continue to use it. As the product continues to develop services, they will be used in ways that can activate larger swaths of Snapchatters. Midterm elections could have been broadcast across Snapchat for instant updates.
Stories and recent brand integrations have added to mass. With a decreasing interest in IG and FB, Snapchat is on the rise. While the growth seen for Snapchat to 100m users was 4-6 months longer than IG, a more concentrated base of younger users is adopting faster.
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
FOSTERING PARTNERSHIP OPPORTUNITIES
Defining Ideal Partners
There, DGAF. Here, GAF. [meaning: I just Don’t Give A Fuck about most content on FB or IG]
Snapchat is a connection tool. It started by bringing two people together in an exclusive, shared moment, but has expanded to being capable of bringing together hubs of massive shared events. Ideal partners are ones that want to have exclusive moments. Sports teams that want to make people feel like the NEED to be there. Musicians whose shows are better than any digital file. QSRs who know that Friday night pizza is the best night of the week to get the family together.
Creating Value
Establishing Brand Relevance
The platform offers persistent brand experiences in stories to one-off exclusive moments in snaps. Users can come together in events around brands together, or around the world. This means that a brand can deliver emotional value through daily usage through to transactional value in promotions.
The majority of users on Facebook who “like” a page never return. Impressions are becoming over-valued based on true ROI. Snapchat can track your relevance because of opt-in viewing. So if you are a reporter delivering live news from a local strike, an entertainment correspondent on the red carpet, GE at a space shuttle launch, or Kraft at a Mac N’ Cheese eating contest- you know whether or not your followers are tracking your snaps. This means that you continue to push for relevance, can calibrate your marketing strategies, and track immediate return.
SNAPCHAT - CREATING THE MOMENTS OF NOW, FOR THE FUTURE
ACTIVATING MARKETING
Creating Valuable Relationships
Nothing lives forever - be here now
Snapchat is a two way experience, advancing the FB or IG connection. With FB or IG, we push content and hope for return. The metrics, interests, and scale are stronger, but Snapchat is much closer to a true engagement on the other side. The opt-in nature means that people want to connect and FEEL something. Sharing what it feels like at the SF Giants parade for fans around the world, how a kid feels going to a new school, a veteran on the first day he walks after surgery, or even the collective experience of fireworks in the Mall in Washington DC are true, binding relationships.
Delivering on Exclusivity
Creating Unique Experiences
Snapchat moments go away. It’s like real life. When we meet someone or see a sunset, that moment happens and then passes. With Snapchat, we snap it, share it, and bring someone with us. We aren’t taking a picture, hoping for a long-tail of likes and shares. This means that brands can broadcast behind the scenes better, premieres better, new product launches better. This also means that users can put there real, authentic moments out there, or even feel like they are part of a brand’s inner circle.
Why would anyone care about a bad photo or 10 seconds? Because you get another opportunity right away. With the expiration nature of the content, it makes marketing activations or even personal experiences ones that leave you ready for the next. If you are pushing great content to your friends or followers, you push yourself for the next great moment. For brands, they strive to get better. IG has become duck faces and filters. Facebook is baby photos. Snapchat is whatever you want to expose yourself to next. Pun intended.