In this monthly series, EM brings you tips and tricks from pros and experts who eat social media marketing for breakfast. So eat up, and check us out on Twitter @eventmarketer and Facebook.com/eventmarketer for more.
The current titleholder for most controversial social media platform is Snapchat. You’ve heard the stories. You’ve seen the alarmist news items. You’ve been afraid that your kids are sending “snaps” of their “bits” to other teens. Well, have no fear folks, we’re here yet again to help.
First of all, Snapchat is not just for amateur porn aficionados. In fact, it’s far more likely to be used by younger demographics as a replacement for texting. Second of all, it’s a powerful tool for encouraging interaction with your experiential activations. Want proof? Fine. Look to Heineken and its epic activations at this year’s Coachella Valley Music and Arts Festival, where the brand reached GenY and Millennial attendees by snapping image clues of select artists who would be performing, and then sending an exclusive sneak peek of when that performance was happening to fans who replied back with a correct guess. Here, Ron Amran, senior media director-marketing at Heineken USA, offers his five tips for fan engagement on Snapchat.
1. Be “super.” That’s not a Kryptonian reference. Amran says that Snapchat posts need to be super-digestible, super-quick and super-intriguing. “Each Snap has to make you think and want to react to it. And it has to be stimulating in a nanosecond,” he says. The trick is to remember the old marketing rules about surprise and delight. That’s what Snapchat brings to social media. “Tease them, and provide a tempting enough rabbit hole and they’ll jump in,” he says.
2. Be brave. There’s way more smoke than fire in the rumors about this platform, Amran says. “There’s plenty of room to interact with these consumers,” he says, and in a way that’s authentic to your brand while avoiding the more risque corners of the scene.
3. Be ready. “It’s the most engaging social scene out there right now, and it’s growing quickly,” Amran says. An assertion which is borne out by its meteoric rise in usership, constant media attention and recent rumored rejected $3 billion purchase offer from Mark Zuckerberg. At Coachella, Heineken had more than 2,000 people interacting with it on the platform almost constantly. And that with a required age limit wall. Impressive.
4. Be pushy. Snapchat is one of the most used apps for those who are using it, but you need to get them on board with your brand and bring new folks into the fold at the same time. The way to do that is through aggressive calls to action, signage and incentives. “Remember, though, it’s not the prize at the end that get’s them excited. It’s the gaming of it that keeps them interested and coming back,” Amran says.
5. Be strategic. Coachella was the right place for Heineken to use Snapchat, and the brand knew that well before getting on-site. It was about a strategic goal structure. “We had to bring Snapchat close into our overall social strategy,” Amran says. “For us, it’s about the stickiness. The engagement rate in terms of open rate, who sees the snap, how often they click through to the deeper content.”
Bonus tip: Amran says that Snapchat itself was a great partner to work with directly. Heineken helped drive downloads of the app, and Snapchat helped the brand find new engagement opportunities throughout the planning process. A match made in heaven, and one that you can get in on.