Snapchat to engage consumers

The following post is contributed by Stephanie Fereiro, IMC Candidate 2015-2016

Three (Totally Free) Ways to Use Snapchat to Engage with Consumers and Promote your Brand

My love for Snapchat comes in waves. I’ll go weeks on end without using it, and then, out of nowhere, my friends are bombarded with a deluge of cat videos, midnight selfies, and pictures of perfect salads. Snapchat is for stuff I don’t want to post on Instagram but still want someone (well, eight or nine people) to see — but only for seven seconds.

It’s no surprise that the world’s fastest growing social network, with 100-million daily active users, is quickly becoming a vital platform for digital marketers. It’s also no surprise that Snapchat charges a premium for advertising — $750,000 per day, or so they say. So, how can brands with smaller budgets use the app to connect with consumers?

Screen Shot 2015-10-23 at 11.37.01 PM
Logo from Snapchat.com

Here are three ways to promote your brand on Snapchat without spending a cent:

1) Tell a story and show off your brand’s personality: Your Snapchat story is a series of snaps that play back-to-back and can be viewed for 24 hours by your contacts or the public, depending on your settings. Your story can include anything your customers would find interesting or exciting: insider access to a special event, a tour of your store or company headquarters, or a teaser for a new product. The more exclusive your content, the better.

2) Engage in two-way conversations: Send private snaps to individual contacts (or multiple contacts at once) to give them a little one-on-one attention. Private snaps allow you to engage on a personal level, which is the most important part of any brand’s social media presence. Customers can also send you pictures and videos of themselves interacting with your products, which you can screen-cap to publish on other social channels — just don’t forget to ask for permission.

3) Use direct messages to chat in private: Snapchat now allows users to send private messages (text-message style) to their contacts. Direct messages are just another way you can engage with your audience, using words instead of photos or videos. If you want to respond to a snap but aren’t sure what to send, a few thumbs-up emojis in a private message should do the trick.

Just like all social platforms, Snapchat has to be treated professionally if you’re using it to represent your brand — even though snaps can only be viewed for a few seconds, users can (and will) take screen shots. Come up with a plan for how your brand will present itself, and go forth and snap!


Further Reading:

  • “Your Guide to Using Snapchat for Marketing” on Forbes
  • “Snapchat Is the Fastest Growing Social Network” on Adweek
  • “5 Ways to Use Snapchat for Business” on Social Media Examiner 

Creating Content for Social Media

The following guest post is written by IMC 2015 Candidate Jen Van Overbeeke from her blog http://jenvano.com/

Creating original content is tough. I know it’s pretty much a truth universally acknowledged… but I want to talk about it here because it’s probably a problem you face too. And we could all use a little advice.

The problem of content is only getting worse. You’re being told to create content for more and more places. You’ve created signs and flyers for in your store, a retractable banner for events, direct mail pieces for your most loyal customers and a monthly e-newsletter and weekly e-promotions…

And now you’re being told to sign up for Twitter, Facebook, LinkedIn, Google+, Instagram, Pinterest… oh and you’re supposed to have a blog. And you better keep them all up to date, lest you look antiquated.

I’m not a content or social media marketing expert, but I’ve stumbled across a few bits of advice over my 8 years of social media use.

You don’t have to do it all. Consider your target market and how they engage with media. If your target market isn’t using Pinterest, you don’t need to be either.

  • Twitter is a great business to business tool; Facebook is less so.
  • Facebook is great for more involved content.
  • Twitter is great for quick connections, announcements.
  • Google+ will help with your Search Engine Optimization (SEO).
  • LinkedIn is a great place to have a business profile.

Blog 8

Social media is about personality. About giving your organization or business a human face. Be authentic. Have fun with it. Go behind the scenes. Show pictures of your staff and volunteers at work.

Listen and observe. Social media is about conversations. Don’t just post promotional content. Twitter suggest that: “80% of your Tweets should focus on driving interactions with your followers, such as retweets, replies, and favorites. Once you’ve built some rapport, you can mix in direct offers or promotions that get followers to take actions, such as clicking on a link or making a purchase from your website.” I suggest that you use the same principle on Facebook.

Social media is visual. Use photographs to make your content stand out.

Don’t spam your followers.

Leverage your content across several social media accounts. If you are writing a monthly newsletter or a weekly blog, promote that content on Facebook and Twitter. Use conversations and questions that come up on Facebook and Twitter to direct your blog and newsletter content.

Seize the moment. Tap into current events. Oreo does a particularly good job at this: their Twitter is full of hilarious and timely content. And while we can’t really compete with Oreo (because Oreo cookies are the best thing ever), we can aspire to greatness. 🙂

Oreo Leaves  Snacktoberfest

Twitter suggests this interesting content marketing strategy:

Monday: Promote a product or service.
Tuesday: Go behind-the-scenes.
Wednesday: Provide a helpful tip.
Thursday: Showcase a valued customer.
Friday: Feature an industry expert or relevant news story.
Saturday: Showcase a community partner, news or event.
Sunday: Focus on your people, staff or volunteers.

You won’t need to be this rigorous on all your social media, but perhaps you could transform this weekly strategy into a monthly strategy or just use it to inspire content.

Stay on top of your social media

The following guest post is written by IMC 2015 Candidate Jen Van Overbeeke from her blog http://jenvano.com/

The whole world is talking about social media marketing. Pros, cons, strategies; everyone has advice. You could spend days sifting through a Google Search on “social media tips”, and that article from two months ago is already out of date.

So… How can you stay on top of it all? I say, follow Hootsuite.

At its foundation, Hootsuite is a social media management platform. A place on the internet where you can track and post to all your social media accounts. But explore a little further and you’ll find that Hootsuite is about a whole lot more. Via the Hootsuite Blog, Twitter, Facebook and YouTube, Hootsuite shares some brilliant social media tips & tricks, and can help you with brand awareness.

Some examples, you ask? My pleasure!

How to be a Killer Marketer in the Digital Era. Among other golden nuggets, Hootsuite reminds us to “see every comment on social media as a golden opportunity”. Comments on social media provide a valuable stream of real-time feedback.  Also, read some funny tweets from the 2014 JCPenney Twitter debacle.

DOs and DON’Ts of Social Media Pictures. A reminder to keep social media pictures relevant. Cover images and profile pictures can be used to engage your audience in some pretty exciting ways. Take advantage of photograph dimensions, particularly in your headers. Learn from Kraft Dinner and the Cartoon Network.

The 2014 Social Media Glossary: 154 Essential Definitions. Not sure what “youths” these days are talking about? (Clickbait, crowdsourcing, direct message, first response time.) More legit than Urban Dictionary, this glossary is an essential tool for any modern marketer or social media manager.

Hootsuite’s Social Update | 10.24.14. Posted weekly, these social updates give an overview of all the latest social media happenings. This week: the efficacy of Facebook ads, the new Ice Bucket Challenge, and updates to Twitter and Hootsuite.

Which article did you find most useful? How do you keep track of the social media world?

Managing the social media world

 The following guest post is written by IMC 2015 Candidate Jen van Overbeeke from her blog http://jenvano.com/

The whole world is talking about social media marketing. Pros, cons, strategies; everyone has advice. You could spend days sifting through a Google Search on “social media tips”, and that article from two months ago is already out of date.

So… How can you stay on top of it all? I say, follow Hootsuite.

Hootsuite LogoAt its foundation, Hootsuite is a social media management platform. A place on the internet where you can track and post to all your social media accounts. But explore a little further and you’ll find that Hootsuite is about a whole lot more. Via the Hootsuite Blog, Twitter, Facebook and YouTube, Hootsuite shares some brilliant social media tips & tricks, and can help you with brand awareness.

Some examples, you ask? My pleasure!

How to be a Killer Marketer in the Digital Era. Among other golden nuggets, Hootsuite reminds us to “see every comment on social media as a golden opportunity”. Comments on social media provide a valuable stream of real-time feedback.  Also, read some funny tweets from the 2014 JCPenney Twitter debacle.

DOs and DON’Ts of Social Media Pictures. A reminder to keep social media pictures relevant. Cover images and profile pictures can be used to engage your audience in some pretty exciting ways. Take advantage of photograph dimensions, particularly in your headers. Learn from Kraft Dinner and the Cartoon Network.

The 2014 Social Media Glossary: 154 Essential Definitions. Not sure what “youths” these days are talking about? (Clickbait, crowdsourcing, direct message, first response time.) More legit than Urban Dictionary, this glossary is an essential tool for any modern marketer or social media manager.

Hootsuite’s Social Update | 10.24.14. Posted weekly, these social updates give an overview of all the latest social media happenings. This week: the efficacy of Facebook ads, the new Ice Bucket Challenge, and updates to Twitter and Hootsuite.

Which article did you find most useful? How do you keep track of the social media world?

Branding yourself online

The following guest post is written by IMC 2015 Candidate Chris Viana from his blog http://cviana29.wordpress.com

A recent article written by Fast Company titled “How to Brand Yourself on Social Media” covers what it takes in order to create a successful online presence for your company. The article breaks down in detail the three steps to creating an effective presence: Defining your brand, Creating a communication style, and Defining your brand image.

When it comes to social media, many companies choose to use every available platform in order to build their presence and reach as big an audience as possible. In most cases, this is not plausible for a multitude of reasons. In order for a company to use a wide variety of social media platforms, large amounts of funding need to be allocated to the cause and if not, the company will do poorly on all platforms as a whole. Furthermore, many of company’s given customer base only use a select few platforms, therefore making a lot of platforms ineffective when trying to reach them. Finally, if a company wants to have a successful online presence, they must create consistent parameters for when and how they will communicate with their audiences.

In today’s fast-paced business world, it is important for companies to have a strong social media presence. On top of that, it is vital that these companies carefully select a handful of effective social media tools – as opposed to trying to use all available platforms – in order to efficiently reach its desired audience. Selecting these appropriate and relevant media platforms saves time, effort and money, in the long run. If organizations take a step back and follow the three steps, then they will see a large improvement in the way they perceived through social media.

http://www.fastcompany.com/3036488/hit-the-ground-running/how-to-brand-yourself-on-social-media