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HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

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IntoTheMinds
IntoTheMinds

Presentation given at Eurovision Connect conference in Prag on 21 May 2016 by Rasmus Thaarup (Danish Broadcasting Corportation), showing the use that can be made of Snapchat vs. Twitter / Facebook in a marketing strategy applied to the broadcasting industry.

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DR MEDIEFORSKNING HOW TO USE SNAPCHAT RASMUS THAARUP AUDIENCE RESEARCHER DR – DANISH BROADCASTING CORP. RTHA@DR.DK @RASMUSTHAARUP AS A MEDIUM AND MAKE TV SOCIAL
DR MEDIEFORSKNING SNAPCHAT 2ND IN DENMARK 62 15 11 4 3 2 2 1 Facebook Snapchat Instagram Twitter LinkedIn Pinterest Reddit Tumblr Daily use % Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING SNAPCHAT GREW 140% FROM 2013-2015
DR MEDIEFORSKNING AN ATTRACTIVE TARGET GROUP 63 37 9 3 4 1 12-19 20-29 30-39 40-49 50-59 60+ Daily use of SnapChat% Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING HOW SNAPCHAT IS USED
DR MEDIEFORSKNING Planned contentSpontaneous content Public contentPrivate content HOW SNAPCHAT IS USED Source: The DR Panel, 2015. Target group: 15+
DR MEDIEFORSKNING THE CONTENT DISAPPEARS YOUR DIGITAL IDENTITY IS LESS VULNERABLE SPONTANEOUS, IMMEDIATE AND INTIMATE APPROACH CONTENT IS NON-EDITED, NON-CROPPED, NON-FILTERED SNAPCHAT IS DIFFERENT FROM OTHER SOCIAL MEDIA
DR MEDIEFORSKNING SNAPCHAT IS A FRIENDS-TO-FRIENDS PLATFORM 92% 90% 18% 15% 6% Sending or receiving messages Stories to or from friends Stories from brands, media or celebs Snapchat live stories Snapchat Discover Weekly usage among users Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING 92% 90% 18% 15% 6% Sending or receiving messages Stories to or from friends Stories from brands, media or celebs Snapchat live stories Snapchat Discover Weekly usage among users THERE’S A BRAND BARRIER ON SNAPCHAT Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING CHANNELS PROGRAMS EVENTS NEWS KIDS HOW WE USE SNAPCHAT
DR MEDIEFORSKNING SOCIAL TV IS A NICHE IN DENMARK 2 % Produce content on social media related to TV content 5 % Use social media related to TV content 33 % Use social media While watching TV 100 % TV viewers Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING VERY FEW WANT INFLUENCE 1% 2% 6% 19% 77% I want to influence and interact I want to share my own experience I want other viewers opinions I want exclusive content I am killing time Reasons to use social media while watching TV Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING VIEWER OPINIONS ARE NOT IMPORTANT 1% 2% 6% 19% 77% I want to influence and interact I want to share my own experience I want other viewers opinions I want exclusive content I am killing time Reasons to use social media while watching TV Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING INSTEAD THEY WANT EXCLUSIVE CONTENT 1% 2% 6% 19% 77% I want to influence and interact I want to share my own experience I want other viewers opinions I want exclusive content I am killing time Reasons to use social media while watching TV Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING BUT THEY’RE ALSO BORED 1% 2% 6% 19% 77% I want to influence and interact I want to share my own experience I want other viewers opinions I want exclusive content I am killing time Reasons to use social media while watching TV Source: TNS Gallup Social Media Life, 2015. Target group: 12+
DR MEDIEFORSKNING CASE 1: DANISH X FACTOR
DR MEDIEFORSKNING STOP MAKING HASHTAG CAMPAIGNS Season starts Season ends 2014
DR MEDIEFORSKNING STOP MAKING HASHTAG CAMPAIGNS Season starts Season ends 2014 2015
DR MEDIEFORSKNING STOP MAKING HASHTAG CAMPAIGNS Season starts Season ends 2014 2015 2016
DR MEDIEFORSKNING FOCUS ON BEHIND THE SCENES EXCLUSIVE CONTENT
DR MEDIEFORSKNING HIRE A SNAPCHAT HOST
DR MEDIEFORSKNING CREATE A STORYLINE
DR MEDIEFORSKNING CASE 2: ASK ME ANYTHING ON DR3
DR MEDIEFORSKNING Epiosde 1 Episode 2 Epiosde 3 Episode 4 Epiosde 5 Episode 6 Snapchat Facebook Twitter Instagram HOW TO ASK A TRANSGENDER, POLYAMOROUS OR ADULT BABY?
DR MEDIEFORSKNING 2.000 QUESTIONS IN 10 MINUTES
DR MEDIEFORSKNING KEY LEARNINGS • CONSIDER SNAPCHAT ONLY IF YOUR TARGET GROUP IS VERY YOUNG • PLATFORMS SHOULD DICTATE YOUR FORMAT • USE SNAPCHAT AS AN EXCLUSIVE BEHIND THE SCENES MEDIUM • USE SNAPCHAT FOR NON-FILTERED AND SPONTANEOUS CONTENT • CREATE STORYLINES – BUT DON’T OVER PLAN • HIRE A TEENAGE SNAPCHAT HOST FOR YOUR MOST IMPORTANT BRANDS • USE SNAPCHAT FOR INTERACTIONS WHERE USERS PREFER ANONYMITY • STOP MAKING HASHTAG CAMPAIGNS

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HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

  • 1. DR MEDIEFORSKNING HOW TO USE SNAPCHAT RASMUS THAARUP AUDIENCE RESEARCHER DR – DANISH BROADCASTING CORP. RTHA@DR.DK @RASMUSTHAARUP AS A MEDIUM AND MAKE TV SOCIAL
  • 2. DR MEDIEFORSKNING SNAPCHAT 2ND IN DENMARK 62 15 11 4 3 2 2 1 Facebook Snapchat Instagram Twitter LinkedIn Pinterest Reddit Tumblr Daily use % Source: TNS Gallup Social Media Life, 2015. Target group: 12+
  • 4. DR MEDIEFORSKNING AN ATTRACTIVE TARGET GROUP 63 37 9 3 4 1 12-19 20-29 30-39 40-49 50-59 60+ Daily use of SnapChat% Source: TNS Gallup Social Media Life, 2015. Target group: 12+
  • 6. DR MEDIEFORSKNING Planned contentSpontaneous content Public contentPrivate content HOW SNAPCHAT IS USED Source: The DR Panel, 2015. Target group: 15+
  • 7. DR MEDIEFORSKNING THE CONTENT DISAPPEARS YOUR DIGITAL IDENTITY IS LESS VULNERABLE SPONTANEOUS, IMMEDIATE AND INTIMATE APPROACH CONTENT IS NON-EDITED, NON-CROPPED, NON-FILTERED SNAPCHAT IS DIFFERENT FROM OTHER SOCIAL MEDIA
  • 8. DR MEDIEFORSKNING SNAPCHAT IS A FRIENDS-TO-FRIENDS PLATFORM 92% 90% 18% 15% 6% Sending or receiving messages Stories to or from friends Stories from brands, media or celebs Snapchat live stories Snapchat Discover Weekly usage among users Source: TNS Gallup Social Media Life, 2015. Target group: 12+
  • 9. DR MEDIEFORSKNING 92% 90% 18% 15% 6% Sending or receiving messages Stories to or from friends Stories from brands, media or celebs Snapchat live stories Snapchat Discover Weekly usage among users THERE’S A BRAND BARRIER ON SNAPCHAT Source: TNS Gallup Social Media Life, 2015. Target group: 12+
  • 10. DR MEDIEFORSKNING CHANNELS PROGRAMS EVENTS NEWS KIDS HOW WE USE SNAPCHAT
  • 11. DR MEDIEFORSKNING SOCIAL TV IS A NICHE IN DENMARK 2 % Produce content on social media related to TV content 5 % Use social media related to TV content 33 % Use social media While watching TV 100 % TV viewers Source: TNS Gallup Social Media Life, 2015. Target group: 12+
  • 12. DR MEDIEFORSKNING VERY FEW WANT INFLUENCE 1% 2% 6% 19% 77% I want to influence and interact I want to share my own experience I want other viewers opinions I want exclusive content I am killing time Reasons to use social media while watching TV Source: TNS Gallup Social Media Life, 2015. Target group: 12+
  • 13. DR MEDIEFORSKNING VIEWER OPINIONS ARE NOT IMPORTANT 1% 2% 6% 19% 77% I want to influence and interact I want to share my own experience I want other viewers opinions I want exclusive content I am killing time Reasons to use social media while watching TV Source: TNS Gallup Social Media Life, 2015. Target group: 12+
  • 14. DR MEDIEFORSKNING INSTEAD THEY WANT EXCLUSIVE CONTENT 1% 2% 6% 19% 77% I want to influence and interact I want to share my own experience I want other viewers opinions I want exclusive content I am killing time Reasons to use social media while watching TV Source: TNS Gallup Social Media Life, 2015. Target group: 12+
  • 15. DR MEDIEFORSKNING BUT THEY’RE ALSO BORED 1% 2% 6% 19% 77% I want to influence and interact I want to share my own experience I want other viewers opinions I want exclusive content I am killing time Reasons to use social media while watching TV Source: TNS Gallup Social Media Life, 2015. Target group: 12+
  • 16. DR MEDIEFORSKNING CASE 1: DANISH X FACTOR
  • 17. DR MEDIEFORSKNING STOP MAKING HASHTAG CAMPAIGNS Season starts Season ends 2014
  • 18. DR MEDIEFORSKNING STOP MAKING HASHTAG CAMPAIGNS Season starts Season ends 2014 2015
  • 19. DR MEDIEFORSKNING STOP MAKING HASHTAG CAMPAIGNS Season starts Season ends 2014 2015 2016
  • 20. DR MEDIEFORSKNING FOCUS ON BEHIND THE SCENES EXCLUSIVE CONTENT
  • 21. DR MEDIEFORSKNING HIRE A SNAPCHAT HOST
  • 23. DR MEDIEFORSKNING CASE 2: ASK ME ANYTHING ON DR3
  • 24. DR MEDIEFORSKNING Epiosde 1 Episode 2 Epiosde 3 Episode 4 Epiosde 5 Episode 6 Snapchat Facebook Twitter Instagram HOW TO ASK A TRANSGENDER, POLYAMOROUS OR ADULT BABY?
  • 26. DR MEDIEFORSKNING KEY LEARNINGS • CONSIDER SNAPCHAT ONLY IF YOUR TARGET GROUP IS VERY YOUNG • PLATFORMS SHOULD DICTATE YOUR FORMAT • USE SNAPCHAT AS AN EXCLUSIVE BEHIND THE SCENES MEDIUM • USE SNAPCHAT FOR NON-FILTERED AND SPONTANEOUS CONTENT • CREATE STORYLINES – BUT DON’T OVER PLAN • HIRE A TEENAGE SNAPCHAT HOST FOR YOUR MOST IMPORTANT BRANDS • USE SNAPCHAT FOR INTERACTIONS WHERE USERS PREFER ANONYMITY • STOP MAKING HASHTAG CAMPAIGNS