How Your Business Can Use Snapchat

How Your Business Can
Use Snapchat

Who We Are
Rebecca
McCarthy

Community
Manager

BigMarker

Andrew
Bungert

Community
Manager

BigMarker

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.

Some brands using Snapchat:
•  Lynx

•  Taco
Bell

•  16
Handles

•  Acura

•  Chat
sports

•  The
co-‐operaQve
electrical

•  MTV
U.K.

•  GrubHub

•  Seventeen
Magazine

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.

Potential Uses:
1. 
2. 
3. 
4. 
5. 
6. 

Brand
GamiﬁcaQon.

CompeQQons.

Discounts.

Building
Buzz.

Event
promoQon.

Insider
MarkeQng.

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.

“Real
Value
in
sharing
moments
that
don’t
live
forever.”

-‐Evan
Spiegel
(co-‐founder
of
Snapchat)

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).

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.

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.)

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.

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.

Example of one of the images entered:

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.

The co-operative electrical issued
coupons through Snapchat.

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

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.

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.

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.

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.

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.

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.

Sneak Previews:
•  Exclusivity.

•  Using
the
app
to
showcase
new
products/informaQon.

•  Creates
talking
point.

•  Generates
brand
excitement.

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.

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.

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.

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.

Contact us:
Please
feel
free
to
email
us
if
you
have
any
quesQons:

rebecca.mccarthy@bigmarker.com
andrew.bungert@bigmarker.com

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