& SNAPCHAT
& SNAPCHAT
27 yrs-old, lives in Losser (near Enschede), loves anything that’s new, online & social.
Online MarketerDESIRÉ VAN DEN BELD
321
IN THIS PRESENTATION:
INTRODUCTIONTO SNAPCHAT
SNAPCHAT @UNIVERSITY OF
TWENTE
LESSONSLEARNED
1. INTRODUCTION TO SNAPCHAT
||5WHAT IS SNAPCHAT?A VIDEO SAYS MORE THAN 1000 WORDS…
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“CHAT” THROUGH
PHOTO, VIDEO& CAPTION
WHAT IS SNAPCHAT?KEY FEATURES
LIVE MESSAGES
• Happening right now• Real, authentic• Send Snaps to friends or add to story
SELF-DESTRUCTIVE
POSTS
1-10 SECSNAPS
• Direct Snaps to friends• Can be viewed only one time• Snap expires after the set time• Screenshots are possible, but visible
ADD SNAPSTO “MY STORY”
(24H)
• Create a timeline• Can be viewed repeatedly• Each image/video is available for 24h• After that, self-destructive
MOBILE APP
ADD GEOFILTERS
daily activeSnapchatters worldwideand growing.
Source: Snapchat.com
Over 100Million
|7
Facebook:930 Million (mobile)
Instagram: 400 Million
monthly
|8
Snapchat: 7 billion
Facebook: 8 billion
Source: cmlviz.com, 12-01-2016
DAILY VIDEO VIEWSSNAPCHAT VS. FACEBOOK
DUTCHDAILY ACTIVE
USERS
541.000
|9Source: Newcom Social Media Research 2016
Facebook:6,8 Million
Instagram: 992.000
Snapchat is the best way to reach 13 to 34 year-olds.
32%
11%
52%
4%
25-34 YEARS
13-24 YEARS
DISTRIBUTIONOF SNAPCHAT
USERS
|AGE OF SNAPCHAT USERSAS OF 2ND QUARTER 2015
45-54 YEARS
55-64 YEARS35-44 YEARS
1%
Source: Snapchat.com / Statista
10
|
BE HERE, NOWSnapchat is real-time, and therefore authentic. It’s not about perfect images or videos.
WHY DO 13-34 year-oldsLOVE SNAPCHAT?
EXPRESS YOURSELFSnaps are a reflection of who you are in the moment – it’s a perfect tool for sharing micro-thoughts/vlog.
ENGLISH SPOKEN
THE SCARCITY EFFECTThe fact that Snaps expire, motivates people to check Snapchat often, to make sure they won’t miss out on the fun.
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2. SNAPCHAT @UNIVERSITY OF TWENTE
|
• Target group is active on Snapchat• Finding new ways to communicate with target group• Personal, real, authentic• Relate with target group• Create live reports• Interact in a visual way
TWENTE ENTEREDTHE WORLD OF SNAPCHAT
WHY UNIVERSITY OF13
|
• 3 stories: 1x Master, 2x Bachelor
• Number of followers:• One week before the open days: 32• One week after the open days: 380
• Avg. views per Snap in a story: • Day 1 (Master): 149• Day 2 (Bachelor): 184• Day 3 (Bachelor): 194
• Find our full Snapchat Stories at: www.utwente.nl/snapchat
OPEN DAYS NOVEMBER 2015SNAPCHAT PILOT 14
|FROM PILOT TO IMPLEMENTATIONWHAT WE HAVE BEEN POSTING
PILOT: OPEN DAYS NOVEMBER
2015
RANDOM THINGS
HAPPENINGON CAMPUS
CHALLENGES
OPEN DAYSMARCH 2016EVENTS ON
CAMPUS
15
|OPEN DAYS MARCH 2016PRE OPEN DAYS STORY
• Pre open days: asking questionsfor more interaction
• Find all our Snapchat Stories at: www.utwente.nl/snapchat
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|OPEN DAYS MARCH 2016RECEIVED SNAPS 17
|OPEN DAYS MARCH 2016SNAPCHAT STORY
• Story of the 2nd Bachelor Open Day
• Find all our Snapchat Stories at: www.utwente.nl/snapchat
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|OPEN DAYS MARCH 2016RECEIVED SNAPS 19
|OPEN DAYS MARCH 2016SNAPCHAT RESULTS
Pre Open DayMaster Open DayBachelor Open Day 2 Bachelor Open Day 1 (pt. 2)
Bachelor Open Day 1 (pt. 1)
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|OPEN DAYS MARCH 2016SNAPCHAT RESULTS 21
|
ENGAGEMENT RATE
>70%
22
|
• Total no. of Snaps, views, screenshots and duration
• Views per Snap• Completion rate per Snap• No. of screenshots per Snap• Type of Snap• View/Download Snap
OPEN DAYS MARCH 2016SNAPCHAT RESULTS 23
3. LESSONS LEARNED
|
CONS• Mobile only• One user at a time• No traffic to website• No automatic reports
SNAPCHATPROS AND CONS
TIP OF THE DAYClaim your username!
ENGLISH SPOKEN
PROS• High engagement• Little effort, big result• Free to use (and try!)• “Content beats budget”
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|EXPERIMENTDOODLE CHALLENGE 26
QUESTIONS?
• Claim your username• Think of content ideas• Start experimenting• Promote your Snapchat account
(multi-channel)• Measure (manually / Snaplytics)• Improve• Have fun!
GETTING STARTED