should you dive into snapchat & are you sinking or swimming?
TRANSCRIPT
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CarmenShirkeyCollinsSocialMediaLead,CiscoTalentBrand@CShirkeyCollins#AMATampaBay
Shouldyou
Andhowtoknowifyou’re
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FollowtheStory
Me@CShirkeyCollins
@WeAreCisco#WeAreCisco
#AMATampaBay@CShirkeyCollins
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WhoAmI?
#AMATampaBay@CShirkeyCollins
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Snapchat
#AMATampaBay@CShirkeyCollins
THAT’SNOTHOWTHISWORKS!
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SnapchatMeThat
#AMATampaBay@CShirkeyCollins
• Snapchatisraw,authentic,notmeantfor“prepackaged”
• Notmeanttobeexactcontentfromotherplatforms
• Canbesimilarcontent,justpresentedinadifferentway
• Partofapuzzle,butadifferentpiece
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KnowYourAudience
#AMATampaBay@CShirkeyCollins
• Areyoutryingtodistributehighly-producedcontent?
• Areyoutryingtoreachanyoneovertheageof30?
• AreyoutryingtoreachGenYwithraw,authenticstories?
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KnowSnapchat’sStyle
#AMATampaBay@CShirkeyCollins
Lenses Bitmoji Stickers Geofilters
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TheSnapchatChallenge
#AMATampaBay@CShirkeyCollins
• Nonativeanalytics
• Nofollowercount–engagementcounts
• Time-sensitive
• HardtoproveROI
OrISit?
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SnapchatMetrics–TheyDoExist!
#AMATampaBay@CShirkeyCollins
6Mminutes
viewedsincelaunch
Completion
70%DailyViews650+
55KTotal
Completions
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WhyisSnapchatDifferent?
#AMATampaBay@CShirkeyCollins
• Nolink-outs
• Nohashtags
• No“likes,”“faves,”or“shares”
• There’sno“do-over”
Butit’salsotheSAME
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WheretoStart
#AMATampaBay@CShirkeyCollinsGO
ALS
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WhatGoals?
#AMATampaBay@CShirkeyCollins
• Whoisyouraudience?
• Whatdoyouwantthemtodo?
• Whatisthepurposeofyourchannel?Expectations?
Withoutcleargoals,youwillnevershowsuccess!
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TwoMeasurementApproaches
#AMATampaBay@CShirkeyCollins
• Manual
• PaidTools
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#AMATampaBay@CShirkeyCollins
WhatCAN/SHOULDYouMeasure?• TotalUniqueViews
• StoryCompletions
• CompletionRate
• Screenshots
Engagement
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#AMATampaBay@CShirkeyCollins
HowDoIMeasure...TotalUniqueViews?• FirstSnapoftheDay
• HowManyViewed?
• =TotalUniqueViews
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#AMATampaBay@CShirkeyCollins
HowDoIMeasure...StoryCompletions?• LastSnapoftheDay
• HowManyViewed?
• =StoryCompletions
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#AMATampaBay@CShirkeyCollins
HowDoIMeasure...CompletionRate?• LastSnapViews/
• FirstSnapViews
• x100
• =%CompletionRate
202/309x100=66%
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#AMATampaBay@CShirkeyCollins
HowDoIMeasure...Screenshots?• Lookforicon
• Addupallthenumbers
• Didyouaskforthem?
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#AMATampaBay@CShirkeyCollins24
HRS
Remember,thesunsetsonSnaps
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#AMATampaBay@CShirkeyCollins
SpeakingofTime
• Keepaspreadsheetofnumbers/tacticseachday• Youcanseepatterns,growth,etc.Establishbaselinestomeasureagainst.
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#AMATampaBay@CShirkeyCollins
WhatCanaSnapchatMeasurementPlatformDo?• NoManualWork
• NoTimeConstraint
• ExtraMetrics
• ChartswithMetricsOverTime
Howdoyouvalueyourtime?
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#AMATampaBay@CShirkeyCollins
DelmondoDashboard
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#AMATampaBay@CShirkeyCollins
Non-SnapchatSnapchatmetrics
• RememberYourGoals
• AmbassadorGrowth–ex:EmployeeTakeovers
• InfluencerMetrics.WhatareTHEIRnumbers?
• Others
CustomizetoYourGoals
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APieceofaCompleteStrategy
#PRNews@CShirkeyCollins2k-
20kFollows
YoYGrowth
900%0k-12k 3x
IndustryEngagement
Twitter Instagram
Snapchat Added
100k
followersinthelastyear.Paytoplay.
6Mminutesviewedsincelaunch
Completionrate
70%
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#AMATampaBay@CShirkeyCollins
SummaryPoints
• YouCANMeasureSnapchat
• GoalsFirst
• EngagementIsKey
• Manualvs.Tools
• EmbraceBeingSnapchatty
• KnowYourAudience