An inside look at HP’s Snapchat journey Global Social Marketing, Content Director, HP Softway
Global Social Marketing, HP
• Fortun tune e 100 company • $48.2B 2B revenu nue e in FY 2016 • 250,000 0,000+ + channel partners • 18,000+ 000+ patents • Operations in 170 countrie tries • 50,000 000 employees • Fortun tune e Most Admir ired ed #7 in technology
• Generation Z • Millennial students • Technologically savvy • Know what they want from brands
• Rapid idly growin ing • Tightly aligned with target rget demogr grap aphi hic • Ability to stand out from the pack • To add value in users’ everyday lives • Find topics that HP can own wn
Content Director, Softway
Softway is an independent agency that creates transformative experiences for brands through strategy, design, development and social influence.
• Mobil ile e messagi aging ng tool l used to share photos, videos, text and drawings with friends • Photos and videos shared only y last t for a brief ef amoun unt t of time me befor ore e they disap appea ear r foreve ver • Snapchat hat is growin ing — recently passed Twitter in daily active users • Extreme emely popular lar wi with millen llenni nials als — 60% of 13 to 34-year-olds are Snapchatters
• Facebook, Twitter, Instagram and podcasts are passive ive — Snapchat requires your undivided attention • Snapchat hat is 100% acti tive ve
Saved By The Bell and Snapchat — are basically the same?
Leverage influencers to grow your audience 2 1 2 3
Influencers: users of a social al platfor tform m with a very large ge foll llowin ing Partnering with influencers to back products or services exposes es your brand to a new audie ience nce — usual ally resul ults ts in their ir foll llower ers havi ving ng a highe her r affin finit ity y towards your brand Influ luen encer er reach h is typicall ically very expen ensive ive Diffi fficult ult to main intai tain n foll llowers ers
Jerome Jarre Robby Ayala, Marcus Chachi Gonzales Johns & Cody Johns
Test into your authentic brand voice 1 2 2 3
Campaign #1 Previous snaps/campaigns
Create a plan for efficient content 1 2 2 3
• Less than two minutes of snaps per topic, with topic pics s plan anned ed out t and storyboar ryboarded ded in advan ance • Test t snaps aps reviewed each Tuesday • Fina nals ls snaps ps sent out each Wednesday • Extremely efficient, with more views ws at a lower wer cost
• Less than two minutes of snaps per topic, with topic pics s plan anned ed out t and storyboar ryboarded ded in advan ance • Test t snaps aps reviewed each Tuesday • Fina nals ls snaps ps sent out each Wednesday • Extremely efficient, with more views ws at a lower wer cost
• Snapchat is a great platform for fostering 1:1 fa fan dial alog ogue ue
• Growing an audience is an uphill hill bat attl tle
Snapchat Do’s Be casual al. Talk to the audience as much as you can. Snapch pchat at is prim imaril rily y a first st- perso son n platform tform. Embrace, don’t be scared of, the limitations of the platform. Snapchat pchat is raw and uncut. ut. Don’t try to overthink it or overproduce it. Use Snapchat when en you u have somethi thing ng amazi zing ng to share. e.
Snapcha pchat t Dont’s Don’t be too sales lesy or too pus ushy. Don’t neglect to bring g users rs value ue. Don’t post too inconsistently or sporadically. Don’t try to overthink it or overproduce it.
Snapcha pchat t Dont’s Be too salesy esy or too pus ushy. Neglect to bring g us user ers value. e. Post too inconsistently or sporadically Don’t try to overthink it or overproduce it.
Roundtable Global Social Marketing, HP
Stef Bower, HP @stefed Frank Danna, Softway @erskine
Recommend
More recommend
