Snapchat for Business 2015

SnapchatChris Snider | Drake University | @chrissnider

#drakesnapchat

What we will discuss• Why I love Snapchat

• How to use Snapchat

• Why college students use Snapchat

• People to follow on Snapchat

• How Drake SJMC is using Snapchat

• How different media orgs are using Snapchat

About CHris Snider• Assistant professor in the Drake

University School of Journalism and Mass Communication

• Teach classes in social media, web design and multimedia

• Formerly digital editor of the Des Moines Register and editor of Juice Magazine

• chrissnider24 on Snapchat

What about you?• How many of you use social media for work?

• How many of you have a Snapchat account?

• How many of you actively use Snapchat?

• How many have never used Snapchat?

• What are your opinions of Snapchat?

So why am i standing here in front of you talking

about snapchat?

So why am i standing here in front of you talking

about snapchat?

1. I started using it…

And i liked it. I really liked it.

Here’s why…

• Messages are gone quickly, so you have to pay attention

• It’s creative

• It’s a fun storytelling tool

• There’s no shortage of content (brands are there and Discover feature is intriguing)

• It hits the right audience…

Snap by Shonduras

–Gary Vaynerchuk (@garyvee) … Feb. 27, 2015 socialmediaexainer.com podcast

“Where are people paying attention? …

If you want to reach a 15- to 25-year-old in America, and

you don’t realize that Snapchat has a

disproportionate amount of the attention of that

consumer, then you’re just not paying attention.”

– Shaun McBride (@Shonduras) … Feb. 27, 2015 socialmediaexainer.com podcast

“(People) think it’s disappearing content, so it’s not valuable. But what people don’t understand is that you have their attention

100 percent for those 10 seconds or however long. They are completely absorbing

your content for that time.

If you’re looking on many other platforms, they are scrolling past quickly. And even though it

will be there forever, they’ll never see it again.”

2. It passes the Groundswell Technology Test (MOSTLY)…

Groundswell Technology Test1. Does it enable people to connect with each other in

new ways? YES

2. Is it effortless to sign up for? YES

3. Does it shift power from institutions to people? YES

4. Does the community generate enough content to sustain itself? YES

5. Is it an open platform that invites partnerships? NO!

ABOUT SNAPCHAT• Launched in Sept. 2011 (originally called Picaboo)

• Developed by Stanford students Evan Spiegel, Bobby Murphy and Reggie Brown

• Estimated 100 million active users as of Aug. 2014

• 70 percent of college students report posting once/day*

• Spiegel said in 2013 that 70% of users were women**

• Fastest growing social app of 2014

• Valued at $15 billion in March 2015

* http://mashable.com/2014/08/08/study-snapchat-college/ ** http://blogs.wsj.com/digits/2013/11/20/snapchat-ceo-says-70-of-users-are-women/

HOW IT WORKSSource: BusinessInsider.com

http://www.businessinsider.com/how-to-use-snapchat-2015-2

UPDATE

!!!!

QUESTIONS ON HOW SNAPCHAT WORKS?

HOW SNAPCHAT PRIVACY WORKS

https://medium.com/backchannel/snapchat-s-non-vanishing-message-you-can-trust-us-6606e6774b8b

WHY SNAPCHAT

APPEALS TO YOUNG USERS

With Grace Wenzel and Kelsey Rooney

Survey of drake students

3 No’s were female; 5 male

Why you won’t like snapchat• No special tools for storytelling (have to create

in real time, and you have to create in the app)

• (Some people create elsewhere and take a photo)

• Little/no analytics (not even followers!)

• It confuses new users

• Lazy efforts don’t work - you have to be creative

Third-party apps helped with some of the problems.

But not anymore…

What analytics you DO see• Your followers as they come in (have to keep track)

• How many people view each part or your story (so you know who started and who finished)

• Snapchat usernames of those people

• How many people take screenshots or each Snap

• Snapchat usernames of those people

• Anyone who responds to you

WHO to follow on SNAPCHAT

MLBAtlanta Braves – braves

Arizona Diamondbacks – Dbacks Baltimore Orioles – Orioles

Chicago White Sox – WhiteSox Cincinnati Reds – SnapReds Cleveland Indians – Indians Colorado Rockies – Rockies

Detroit Tigers – Tigers Kansas City Royals – Royals

Los Angeles Dodgers – DodgersMLB Miami Marlins – MarlinsMLB Milwaukee Brewers – brewers

Minnesota Twins – Twins New York Mets – MrMet

Oakland Athletics – Athletics Philadelphia Phillies – Phillies

San Francisco Giants – SFGiantsMLB Seattle Mariners – Mariners

Tampa Bay Rays – Rays Texas Rangers – RangersMLB

taco bell

shonduras

FALLONTONIGHT

geeohsnap

NOWTHISNEWS

Drake SJMC’s Experiment

with snapchat

This is a story about a guy who runs his mouth too much…

That guy is me…

I’ve been saying that Drake University needs to be on Snapchat.

So I finally decided to put MY* money where my mouth was.

*It’s really their money

Results from 24 hours:

Started viewing: 45 Finished viewing: 44

Responses: 1

OUR APPROACH• Have fun

• Entirely meant to entertain students (at least for now)

• Not promoting or selling anything

• Post about twice a week (Mondays and Wednesdays)

• Let 24+ hours expire before posting again

• Focusing on growing our followers

Snapchat storytelling templateStorytelling tools: photos, videos, drawing, text and emojisNative content on Snapchat: selfies, artistic masterpieces, ugly faces, pets, what I’m doing now

We even created a

template to help make

sure we were using all of

the Snapchat storytelling

tools.

• Second story: 55 started, 54 finished

• Third story: 65 started, 60 finished

• Fourth story: 65 started, 63 finished

• Fifth story: 68 started, 66 finished

We needed to create something to generate more buzz

PROFESSOR UGLY SELFIE CONTEST

Results from 24 hours:

Started viewing: 83 Finished viewing: 81

Votes: 13

So of course we did it again…

Results from 24 hours:

Started viewing: 103 Finished viewing: 100

Votes: 21

Some FB posts don’t even reach

100 people

WHAT WE’ve LEARNED• Tell stories

• Use all the tools (text, video, emojis, drawing)

• Keep Snaps short (1-2 seconds can be OK)

• You’ll get a lot of views while you’re still creating. Just roll with it, and don’t rush.

• It’s OK to take Snaps of your screen. >

• Include other people in your stories as a way to spread the word.

How NPR uses Snapchat• On Snapchat as nprnews

• In a “very exploratory” phase.

• They find an interesting article, then ask the reporter to share a fact in a 10-second video.

• They post that video to their Snapchat Story.

Source: Tajha Chappellet-Lanier

NPR’s Global Health and Development correspondent Jason Beaubien talking about the measles immunization rate in Tanzania

NPR: REsults• As of March 23, 2015

• Around 10,000 followers and 5,000 views per snap (they have 466k followers on Twitter)

• Get a few screenshots, but more if reporter is attractive

• Starting to receive incoming Snaps, and are trying to encourage more

NRP: Lessons• To get interaction, give more interaction

• Experimenting with being more interactive

• Keep is simple if you have a small team

How THE NEW YORK TIMES USES• On Snapchat as thenytimes

• “Unofficially” using since March 14, 2015 - only promoted through individual reporters’ social media

• Using it the way they feel “stories” feature was meant to be used. Telling journalists to tell a story about what they are doing.

• Raw stories from a first-person perspective

Source: Talya Minsberg, social strategy editor

First Snapchat Story: https://www.facebook.com/

video.php?v=10153169040999747&set

=vb.516764746&type=2&theater

NY Times results• No official launch, so no real numbers to share

• Followers are into tech, so tech reporter covering Facebook’s F8 conference got positive feedback

• Most interesting stories have been around events

• Not requiring any reporters to use it; all voluntary

NY Times lessons• Stories should have a beginning, middle and end - so

they encourage people to have an intro and a sign-off

• The app itself is a disadvantage because it’s difficult to learn and tools are somewhat limited

• Encouraging reporters to experiment with their own Snapchat accounts to be ready for what’s next

• Interested to see how app evolves - will they get better tools for telling stories, better analytics?

How DAILY IOWAN USES• On Snapchat as thedailyiowan

• “We felt as a news organization that it would be another different way to reach out to the community.”

• Started off showing behind-the-scenes info from the office.

• Have since given login info to reporters covering events.

Source: Jordyn Reiland, editor

DAILY IOWAN results• A little over 100 followers as of late March 2015 and

a story gets roughly 75 views in the 24-hour period.

• Saw a large number of followers in a short amount of time at launch, but it has since slowed. 

DAILY IOWAN lessons• What they learned: Don’t be afraid to try new things.

• They were hesitant at first, but glad they jumped in and tried a new way of storytelling.

How MEDIANOWSTL USES• Summer camp for high school

journalists in St. Louis

• On Snapchat as medianowstl

• Using Snapchat to share info and build excitement for camp; see it as a great tool to use during camp

• Did a fun series introducing all of the camp instructors

Source: Aaron Manfull, workshop director

MEDIANOWSTL results

• About 65 followers (725 on Twitter)

• Get 40-something views per story

• Camp is built around preparing students for the ever changing digital media landscape, so they are always trying new things and testing them out

• FHNToday getting 130 views/story

MEDIANOWSTL lessons

• Not a place to hard-sell your customers

• Not a place for long stories

• Tell a story; not a bunch of random snaps

• It’s hard watching content they work hard on disappear

mashable on snapchat

Published Jan. 23, 2015

http://mashable.com/2015/01/23/snapchat-what-we-learned/

What they learned

• Snapchat is a powerful tool for delivering visual stories

• It drains batteries (15 full iPhone 5S charges for one day-long story)

• Editing tools are limited, so they tried third-party apps. Snapchat has since shut out those apps.

What they learned• Embrace the strange intimacy of Snapchat videos

• Never underestimate the power of a one- or two-second snap

• Employ emoji whenever possible

• If you put enough time and resources into it, you will get great mobile stories for your followers

Dasha Battelle ran

the Snapchat account for Mashable

… Until she was hired away by

Snapchat last week.

tips and tricks

Be interactive

USE AN IPAD

KEEP YOUR STORY SHORT

SHould you screenshot?

QUESTIONS?

Follow Chris: @chrissnider

chrissniderdesign.com tinyletter.com/chrissnider