One app that nobody could seem to ignore in 2013 was the time-sensitive messaging platform Snapchat. One of the hottest and fastest growing apps of all time, use of this service jumped exponentially this year. You can view the recording to the presentation here: https://www.bigmarker.com/illinois_business_community/room54 Some brands and marketing experts have already tapped into this new trend, taking advantage of its massive young audience. In this presentation, we'll look at some of the ways other businesses can adapt their digital marketing strategies to include this fun, hot service.

1. How Your Business Can
Use Snapchat

2. Who We Are
Rebecca
McCarthy
Community
Manager
BigMarker
Andrew
Bungert
Community
Manager
BigMarker

3. Some Snapchat Facts:
• Founded
in
2011
as
a
class
project
at
Stanford
University.
• In
October
2012,
20
million
snaps
were
sent
per
day.
• In
June
2013,
200
million
snaps
sent
per
day
• Today,
it’s
around
400
million
snaps
sent
per
day.
• That’s
a
1,750%
increase
in
just
one
year.

4. Some brands using Snapchat:
• Lynx
• Taco
Bell
• 16
Handles
• Acura
• Chat
sports
• The
co-­‐operaQve
electrical
• MTV
U.K.
• GrubHub
• Seventeen
Magazine

5. Importance as a marketing tool?
• Snapchat
allows
you
to
avail
of
social
media
markeQng
without
having
to
fight
through
cluWer.
• Drives
exposure.
• Cost
effecQve.
• Creates
a
compelling
markeQng
campaign,
although
other
plaZorms
may
be
required
to
leverage.
• As
a
new
tool,
early
marketers
will
be
in
a
posiQon
to
set
the
tone
and
expectaQons
of
future
campaigns.

6. Potential Uses:
1.
2.
3.
4.
5.
6.
Brand
GamificaQon.
CompeQQons.
Discounts.
Building
Buzz.
Event
promoQon.
Insider
MarkeQng.

7. Does Snapchat Fit Your Demographic?
• EsQmated
400
million
photos
shared
daily.
• Surpassed
the
amount
shared
on
Instagram,
and
now
reportedly
Facebook’s
350
million
/
day
too.
• Most
users
aged
between
13-­‐25
and
growing
amongst
over
40s.
• 80%
of
users
currently
in
the
USA.
• Likely
Snapchat
will
be
moneQzed
soon
aber
rejecQng
Facebook’s
$3B
offer
last
month.

8.
“Real
Value
in
sharing
moments
that
don’t
live
forever.”
-­‐Evan
Spiegel
(co-­‐founder
of
Snapchat)

9. 1. Brand Gamification.
• A
built-­‐in
feature
of
Snapchat.
• Messages
last
1-­‐10
seconds,
so
have
to
be
interpreted
quickly.
• Ideally
built
around
specific
day/event.
• Provide
clues
for
scavenger
hunt
(self-­‐destrucQng).
• Can
be
used
to
take
consumer
to
brand-­‐permanent
desQnaQon.
(website,
Facebook).

10. Rebecca Minkoff:
• Availed
of
Snapchat
coming
up
to
the
release
of
her
Spring
2014
collecQon.
• Felt
consumers
should
get
special
perks
even
if
they
couldn’t
aWend
her
show.
• As
a
treat
and
to
build
excitement
for
fashion
week,
she
SnapchaWed
her
friends
5-­‐10
pictures
of
her
designs
before
they
were
revealed
on
the
runway.
• Just
for
adding
her
on
Snapchat.
• Snaps
come
across
as
being
tailored
just
for
recipient,
which
isn’t
necessarily
the
case.

11. It started with a tweet:

12. Make it exciting.
• You
have
a
maximum
share
Qme
of
ten
seconds.
• Make
the
most
of
your
Qme.
• ‘Add
to
your
story’
opQon.
(Allows
friends
to
view
unlimited
amount
of
Qmes
for
24
hours.)

13. 2. Competitions.
• Fast
ReacQon-­‐
‘Quick
Snap’.
• Immediate
way
to
reach
out
to
interested
consumers.
• Creates
urgency:
Qme
limit
demands
customers’
aWenQon.
Whereas
Facebook
posts
can
sit,
Snapchats
disappear.
• Increases
engagement.
(SQpulaQon
of
entry).
• Treasure
hunts.
• Send
snaps
with
clues.
• Avail
of
other
networks
to
promote.

14. Chat Sports:
• Decided
to
target
their
college
demographic.
• Wanted
to
create
a
stronger
brand
connecQon
with
individuals.
• Prize
was
Qckets
for
a
baseball
game.
• Entrant
had
to
get
5
friends
to
add
Chat
Sports
on
Snapchat.
• Each
had
to
send
a
unique
snap
which
included
the
fan’s
Snapchat
username
and
#gimmeQckets.
• Winner
found
out
about
contest
on
Chat
Sports
website,
where
it
suggested
following
on
Snapchat.

15. Example of one of the images entered:

16. 3. Coupons / Discounts:
• Send
keyword/code.
• Secret
item/discount
available
for
limited
Qme.
• Create
excitement
through
promoQon.
• Insider
markeQng:
send
to
most
loyal
fans.
• 16
Handles
had
a
successful
model.
• One
to
one
engagement
personalizes
relaQonships
with
your
customers.

17. The co-operative electrical issued
coupons through Snapchat.

18. The Co-operative Electrical (U.K.)
• Campaign
was
intended
to
target
students.
• Aber
adding
the
brand,
students
were
sent
a
coupon
that
they
had
8
seconds
to
take
down
to
obtain
a
discount.
• No
filter,
so
technically
anyone
could
receive
a
discount
code

19. Case Study: 16 Handles.

20. 16 Handles:
• Frozen
yogurt
chain.
• Snapchat
a
picture
of
purchase
to
16
Handles
account.
• Coupon
ranging
16%-­‐100%
off
sent
back.
• Had
to
be
used
immediately,
therefore
couldn’t
be
forwarded.
• Created
excitement
by
discount
and
surprise.
• Bonus:
customer
commits
to
sale
before
redeeming
coupon.

21. 4. Building Buzz:
• Preview.
• Movie,
book,
show
release.
• LiWle
sneak-­‐peeks
get
people
excited
for
release
date.
• Sending
to
key
followers
will
ensure
more
exposure.

22. Case Study: Taco Bell

23. Taco Bell:
• Leveraged
Snapchat
campaign
by
tweeQng
special
announcement
they
would
share
with
Snapchat.
• In
May,
announced
“Beefy
Crunch
Burrito”
with
Snapchat.
• Availed
of
Story
Feature-­‐visual
of
friends
hanging
out
at
Taco
Bell.
• Director
of
Social
and
Digital
for
Taco
Bell
Tressie
Lieberman
says
brand
has
been
“blown
away”
by
response.

24. 5. Event / Live show.
• Snaps
of
set-­‐building
/
run
up
to
the
show.
• Backstage
snaps.
• Unique
angles
featuring
arQsts
/
sponsor
or
both.
• Provides
the
recipient
with
sense
of
exclusivity.
• Can
be
seen
as
a
way
to
reward
loyal
fans
/
followers.
• Get
users
to
snap
live
from
the
event
you
host
/
sponsor.
• Allows
you
to
see
how
followers
are
enjoying
themselves.
• Encourages
users
to
share
pictures
on
other
sites.

25. Lynx-Backstage view.
• (Ran
by
TMW
CommunicaQons
agency)
Lynx
asked
followers
to
add
them
48
hours
before
a
launch
event.
• They
then
sent
behind-­‐the-­‐scenes
images
from
their
event
to
around
100
new
Snapchat
friends.
• TMW
reported
it
as
a
Qme-­‐consuming
way
to
communicate
with
fans
and
an
issue
with
unsolicited
images
sQll
been
received
aber
the
event.

26. Can be used for series promotion:
• MTV
U.K.
availed
of
Snapchat
to
promote
a
new
series
of
one
of
their
shows
“Geordie
Shore.”
• Fans
were
sent
sneak
previews
of
what
the
new
season
held.
• Reaffirms
exclusivity.
• Spoke
directly
to
demographic.

27. Sneak Previews:
• Exclusivity.
• Using
the
app
to
showcase
new
products/informaQon.
• Creates
talking
point.
• Generates
brand
excitement.

28. Acura’s Sneak Preview:
• Acura
unveiled
their
NSX
super
car
prototype
with
a
6
second
Snapchat
video.
• The
first
100
users
who
added
Acura_Insider
got
sent
a
video
of
the
car
on
the
track.
• Built
a
layer
of
exclusivity
around
their
product
and
their
Snapchat
communicaQons.
• Excellent
tacQc
when
building
a
following
on
a
new
plaZorm.

29. Acura’s NSX preview:

30. 6. Insider Marketing.
• If
someone
screenshots
a
Snapchat,
sender
is
noQfied.
• Send
Snapchats
to
loyal
fans
/
influencers.
• All
areas
of
business.
• Screenshot
noQficaQon
funcQons
as
a
measurement
tool.
• If
people
take
screenshots,
they
may
share
on
personal
networks
or
redistribute.
• Consider
an
“exclusive”
campaign
as
phase
one,
content
can
be
reposted
at
a
later
date
on
other
social
media
forums.

31. Advantages.
• Allows
you
to
form
personal
connecQon.
(Facebook
/
TwiWer
is
more
public.)
• Can
ulQmately
redirect
back
to
website
or
page.
• Likely
to
receive
responses
quicker,
creates
sense
of
urgency.
• Fans/Followers
market
for
you
as
they
spread
the
word
through
their
personal
accounts
and
to
friends.
• Injects
fun
into
markeQng
campaigns.
• Cost
effecQve.

32. Disadvantages:
• Exact
content
can’t
be
socially
shared.
• EsQmated
‘Vines’
are
shared
half
a
million
Qmes
per
day.
• Demographically
dependent.
• Not
really
suitable
as
a
mass
markeQng
tool.
• Can
be
sent
unsolicited
images
in
return.
• Time
consuming.

33. Contact us:
Please
feel
free
to
email
us
if
you
have
any
quesQons:
rebecca.mccarthy@bigmarker.com
andrew.bungert@bigmarker.com