& SNAPCHAT

27 yrs-old, lives in Losser (near Enschede), loves anything that’s new, online & social.

Online MarketerDESIRÉ VAN DEN BELD

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IN THIS PRESENTATION:

INTRODUCTIONTO SNAPCHAT

SNAPCHAT @UNIVERSITY OF

TWENTE

LESSONSLEARNED

1. INTRODUCTION TO SNAPCHAT

||5WHAT IS SNAPCHAT?A VIDEO SAYS MORE THAN 1000 WORDS…

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“CHAT” THROUGH

PHOTO, VIDEO& CAPTION

WHAT IS SNAPCHAT?KEY FEATURES

LIVE MESSAGES

• Happening right now• Real, authentic• Send Snaps to friends or add to story

SELF-DESTRUCTIVE

POSTS

1-10 SECSNAPS

• Direct Snaps to friends• Can be viewed only one time• Snap expires after the set time• Screenshots are possible, but visible

ADD SNAPSTO “MY STORY”

(24H)

• Create a timeline• Can be viewed repeatedly• Each image/video is available for 24h• After that, self-destructive

MOBILE APP

ADD GEOFILTERS

daily activeSnapchatters worldwideand growing.

Source: Snapchat.com

Over 100Million

|7

Facebook:930 Million (mobile)

Instagram: 400 Million

monthly

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Snapchat: 7 billion

Facebook: 8 billion

Source: cmlviz.com, 12-01-2016

DAILY VIDEO VIEWSSNAPCHAT VS. FACEBOOK

DUTCHDAILY ACTIVE

USERS

541.000

|9Source: Newcom Social Media Research 2016

Facebook:6,8 Million

Instagram: 992.000

Snapchat is the best way to reach 13 to 34 year-olds.

32%

11%

52%

4%

25-34 YEARS

13-24 YEARS

DISTRIBUTIONOF SNAPCHAT

USERS

|AGE OF SNAPCHAT USERSAS OF 2ND QUARTER 2015

45-54 YEARS

55-64 YEARS35-44 YEARS

1%

Source: Snapchat.com / Statista

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BE HERE, NOWSnapchat is real-time, and therefore authentic. It’s not about perfect images or videos.

WHY DO 13-34 year-oldsLOVE SNAPCHAT?

EXPRESS YOURSELFSnaps are a reflection of who you are in the moment – it’s a perfect tool for sharing micro-thoughts/vlog.

ENGLISH SPOKEN

THE SCARCITY EFFECTThe fact that Snaps expire, motivates people to check Snapchat often, to make sure they won’t miss out on the fun.

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2. SNAPCHAT @UNIVERSITY OF TWENTE

|

• Target group is active on Snapchat• Finding new ways to communicate with target group• Personal, real, authentic• Relate with target group• Create live reports• Interact in a visual way

TWENTE ENTEREDTHE WORLD OF SNAPCHAT

WHY UNIVERSITY OF13

|

• 3 stories: 1x Master, 2x Bachelor

• Number of followers:• One week before the open days: 32• One week after the open days: 380

• Avg. views per Snap in a story: • Day 1 (Master): 149• Day 2 (Bachelor): 184• Day 3 (Bachelor): 194

• Find our full Snapchat Stories at: www.utwente.nl/snapchat

OPEN DAYS NOVEMBER 2015SNAPCHAT PILOT 14

|FROM PILOT TO IMPLEMENTATIONWHAT WE HAVE BEEN POSTING

PILOT: OPEN DAYS NOVEMBER

2015

RANDOM THINGS

HAPPENINGON CAMPUS

CHALLENGES

OPEN DAYSMARCH 2016EVENTS ON

CAMPUS

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|OPEN DAYS MARCH 2016PRE OPEN DAYS STORY

• Pre open days: asking questionsfor more interaction

• Find all our Snapchat Stories at: www.utwente.nl/snapchat

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|OPEN DAYS MARCH 2016RECEIVED SNAPS 17

|OPEN DAYS MARCH 2016SNAPCHAT STORY

• Story of the 2nd Bachelor Open Day

• Find all our Snapchat Stories at: www.utwente.nl/snapchat

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|OPEN DAYS MARCH 2016RECEIVED SNAPS 19

|OPEN DAYS MARCH 2016SNAPCHAT RESULTS

Pre Open DayMaster Open DayBachelor Open Day 2 Bachelor Open Day 1 (pt. 2)

Bachelor Open Day 1 (pt. 1)

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|OPEN DAYS MARCH 2016SNAPCHAT RESULTS 21

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ENGAGEMENT RATE

>70%

22

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• Total no. of Snaps, views, screenshots and duration

• Views per Snap• Completion rate per Snap• No. of screenshots per Snap• Type of Snap• View/Download Snap

OPEN DAYS MARCH 2016SNAPCHAT RESULTS 23

3. LESSONS LEARNED

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CONS• Mobile only• One user at a time• No traffic to website• No automatic reports

SNAPCHATPROS AND CONS

TIP OF THE DAYClaim your username!

ENGLISH SPOKEN

PROS• High engagement• Little effort, big result• Free to use (and try!)• “Content beats budget”

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|EXPERIMENTDOODLE CHALLENGE 26

QUESTIONS?

• Claim your username• Think of content ideas• Start experimenting• Promote your Snapchat account

(multi-channel)• Measure (manually / Snaplytics)• Improve• Have fun!

GETTING STARTED