Snapchat at University of Twente | Online Media in Higher Education conference | #OMHE16
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During #OMHE16 (Online Media in Higher Education conference) Desiré van den Beld presented about Snapchat at University of Twente. This presentation contains: - Introduction to Snapchat + some facts & figures - Snapchat Pilot during the Open Days + results - Examples of Snaps, sent and received - Lessons learned - Tips & Tricks (take aways)
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Snapchat at University of Twente | Online Media in Higher Education conference | #OMHE16
- 1. & SNAPCHAT
- 2. 27 yrs-old, lives in Losser (near Enschede), loves anything that’s new, online & social. Online Marketer DESIRÉ VAN DEN BELD
- 3. 321 IN THIS PRESENTATION: INTRODUCTION TO SNAPCHAT SNAPCHAT @ UNIVERSITY OF TWENTE LESSONS LEARNED
- 5. ||5 WHAT IS SNAPCHAT? A VIDEO SAYS MORE THAN 1000 WORDS… [Video after this slide]
- 6. |6 “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 SEC SNAPS • Direct Snaps to friends • Can be viewed only one time • Snap expires after the set time • Screenshots are possible, but visible ADD SNAPS TO “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
- 7. daily active Snapchatters worldwide and growing. Source: Snapchat.com Over 100 Million |7 Facebook: 930 Million (mobile) Instagram: 400 Million monthly
- 8. |8 Snapchat: 7 billion Facebook: 8 billion Source: cmlviz.com, 12-01-2016 DAILY VIDEO VIEWS SNAPCHAT VS. FACEBOOK
- 9. DUTCH DAILY ACTIVE USERS 541.000 |9Source: Newcom Social Media Research 2016 Facebook: 6,8 Million Instagram: 992.000
- 10. Snapchat is the best way to reach13 to 34 year-olds. 32% 11% 52% 4% 25-34 YEARS 13-24 YEARS DISTRIBUTION OF SNAPCHAT USERS | AGE OF SNAPCHAT USERS AS OF 2ND QUARTER 2015 45-54 YEARS 55-64 YEARS 35-44 YEARS 1% Source: Snapchat.com / Statista 10
- 11. | BE HERE, NOW Snapchat is real-time, and therefore authentic. It’s not about perfect images or videos. WHY DO 13-34 year-olds LOVE SNAPCHAT? EXPRESS YOURSELF Snaps are a reflection of who you are in the moment – it’s a perfect tool for sharing micro- thoughts/vlog. ENGLISH SPOKEN THE SCARCITY EFFECT The fact that Snaps expire, motivates people to check Snapchat often, to make sure they won’t miss out on the fun. 11
- 12. 2. SNAPCHAT @ UNIVERSITY OF TWENTE
- 13. | • 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 ENTERED THE WORLD OF SNAPCHAT WHY UNIVERSITY OF 13
- 14. | • 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 2015 SNAPCHAT PILOT 14
- 15. | FROM PILOT TO IMPLEMENTATION WHAT WE HAVE BEEN POSTING PILOT: OPEN DAYS NOVEMBER 2015 RANDOM THINGS HAPPENING ON CAMPUS CHALLENGES OPEN DAYS MARCH 2016 EVENTS ON CAMPUS 15
- 16. | OPEN DAYS MARCH 2016 PRE OPEN DAYS STORY • Pre open days: asking questions for more interaction • Find all our Snapchat Stories at: www.utwente.nl/snapchat 16 [Video after this slide]
- 17. | OPEN DAYS MARCH 2016 RECEIVED SNAPS 17
- 18. | OPEN DAYS MARCH 2016 SNAPCHAT STORY • Story of the 2nd Bachelor Open Day • Find all our Snapchat Stories at: www.utwente.nl/snapchat 18 [Video after this slide]
- 19. | OPEN DAYS MARCH 2016 RECEIVED SNAPS 19
- 20. | OPEN DAYS MARCH 2016 SNAPCHAT RESULTS Pre Open DayMaster Open DayBachelor Open Day 2 Bachelor Open Day 1 (pt. 2) Bachelor Open Day 1 (pt. 1) 20
- 21. | OPEN DAYS MARCH 2016 SNAPCHAT RESULTS 21
- 23. | • 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 2016 SNAPCHAT RESULTS 23
- 25. | CONS • Mobile only • One user at a time • No traffic to website • No automatic reports SNAPCHAT PROS AND CONS TIP OF THE DAY Claim your username! ENGLISH SPOKEN PROS • High engagement • Little effort, big result • Free to use (and try!) • “Content beats budget” 25
- 26. | EXPERIMENT DOODLE CHALLENGE 26 [Video after this slide]
- 27. QUESTIONS?
- 28. • Claim your username • Think of content ideas • Start experimenting • Promote your Snapchat account (multi-channel) • Measure (manually / Snaplytics) • Improve • Have fun! GETTING STARTED
Editor's Notes
- Who knows what Snapchat is? Who is using Snapchat personally? Who is using Snapchat for his organization?
- We will start with a short video by Snapchat.
- Snapchat is: A mobile app to “chat” with friends through photo, video and captions (written/drawn). Snapchat is live, happening right now, which makes it real and authentic. Snaps are self-destructive. Depending on if you send a Direct Snap or add it to a story, it exists for 1-10 seconds or 24h. Direct snaps can be viewed only once, stories can be viewed repeatedly for 24h. Snapchat offers Geofilters to add, based on your location. People can create and submit their own geofilters, but Snapchat won’t accept official Geofilters just yet in NL (paid Geofilters will come soon).
- Worldwide there are over 100 million daily active users on Snapchat (and growing). For the mobile part of Facebook (Snapchat is only mobile), that’s over 930 million mobile daily active users. Instagram has 400 million monthly active users. Facebook desktop + mobile daily: 1.04 billion daily active users.
- Fun fact: despite Snapchat has only a fraction of the number of daily active users Facebook has, but the amount of daily video views on Snapchat is getting closer and closer to the number of daily video views on Facebook. We shouldn’t underestimate the power of Snapchat.
- For the ones focusing on the Dutch market: the amount of Dutch daily active Snapchat users in the Netherlands is 541.000. For the Dutch Facebook that’s 6,8 million and Instagram has 992.000 daily active users in the Netherlands.
- Snapchat is worldwide mostly used in the age groups (13)/16-24 and 25-34 year-old, the millennials. Prospective students + current students.
- Snapchat is real: here and now. It’s not about uploading pretty pictures, but about taking pictures and post them directly, including captions, emoji’s etc. Snaps also expire Because Snaps are not permanent, people feel more at ease to express themselves without having to worry about their online presence as much as with Facebook. It’s also a fast and easy alternative for vlogging (video blogging) The fact that images have a certain time frame motivates people to check Snapchat even more to see the pictures before they get deleted. The scarcity effect makes the app more popular.
- In the next slides, I will talk about why University of Twente started using Snapchat and what our results are so far.
- As told before, the biggest group of Snapchat users is in the age of 13 to 34. A big part of that group fits our target group. Since we’re always on a quest for new ways to communicate with our target group, Snapchat caught our eye. The characteristics of Snapchat (personal, real and authentic) fitted University of Twente’s way of communicating very well. Snapchat is not meant to upload existing images, so whatever we post on Snapchat is more authentic and less commercial compared to a well prepared, “slick designed” post on for instance Facebook. We feel it’s a perfect way to show your audience you can relate with them. Snapchat seemed as a perfect tool to create life report of events, like our open days, for people who aren’t able to visit, like international prospective students. Everything about Snapchat seemed to fit our strategy, so there was only one way to find out if it would work for us: just do it! We decided to use Snapchat during our open days in November as a first pilot.
- A few weeks before the Open Days I created the account to try out some things. For example, I created a Snapchat story during the annunciation of the winner of a contest we had last summer. We shared this story on Facebook to announce we also created Snapchat and one week before the open days we had 32 followers. With some more multi-channel promotion on our other social media profiles and some sponsored posts, this number went up to 380 one week after the open days. During the Master and Bachelor open days in November I walked around campus and captured everything I came across: the arrival of the visitors, opening presentation, campus tour, the programme presentation, demonstrations, information market etc. I mixed pictures with videos and added typed or written captions to it. The stories were viewed from 149 to 194 times average and 32 screenshots were taken in total. All these statistics were measured manually, by checking the views just before the Snaps would expire.
- After the pilot in November, we decided to continue using Snapchat. I snapped about random things happening on campus (people working out in our Bootcamp area, showing around on campus etc). I also attended some interesting events to report on that, like the Andre Kuipers college tour. We did receive a lot of views on these stories, but not as much interaction. So – [NEXT SLIDE]
- One day before the open days in March I started posting Snaps with questions as captions. I asked what our followers would like to see in the Snapchat stories of the open days. I received a couple of questions, like “I would like to see the campus and the programmes” or “What is your favorite spot on campus” and I answered these during the open days via Direct Snaps.
- During the open days itself, I experimented more with captions than I did last time. I also tried new types of content, like interviewing visitors on Snapchat. I was combining my Snapchat task with coordinating the helicopter flights we raffled, but after a few hours I realized that was just too much work and I handed over the coordination of the helicopter flights to someone else. I will play the Snapchat story of our second open day, which I downloaded after it was finished. The total story takes about 2 min, but normally on Snapchat you can skip through it faster if you want. Compared to last time, I received much more direct snaps from followers than our previous open days. Visitors were showing what they were during, but also our own student assistants were sending snaps to me. The fact that UT is active on Snapchat, was promoted more than last time.
- In order to have better insights in the Snapchat results, we decided to subscribe to the tool Snaplytics. This tool fetches data from Snapchat automatically for you, and creates reports. This way the statistics are much more likely to be valid compared to manual measuring. The self-destructive part of Snapchat makes it hard to measure the final views for a snap each time, just before it expires. The Snaplytics reports show that we had between 350 and 449 opens during the open days in March. On the last day we had about 240 more views compared to the last open day in November. The completion rate for each story is over 90%.
- The number of followers grew from 380 to over 600, mostly because of some multi-channel promotion and campaigning on Facebook.
- Comparing the opens of the story and the number of followers, we found out that the engagement rate on Snapchat is over 70%! The average Facebook engagement rate is about XX The biggest difference between Snapchat and Facebook is that Snapchat stories are showing up at the stories timeline of 100% of your Snapchat followers. Because of Facebook’s Edgerank your post on Facebook will only be showed to 25-50 followers first, and depening on their engagement, that number of servings will increase. It will never be 100% on Facebook. So the change of your Snapchat story being viewed, is much higher.
- If you look more closely to the statistics of a story – something which is almost impossible if you measure manually – Snaplytics shows another interesting KPI: the percentage of viewers which completely viewed each individual Snap from the story. Based on this KPI you can find out which content is interesting and which length of the Snap may be ideal to not bore the viewer.
- Now we have tried some different approaches and now also have access to these more extensive results, we can optimize our Snapchat efforts in the upcoming period of time.