Monday, June 15, 2015

Social Media Basics for Writers: Targeting Millennials: Snapchat’s 3 Most Dominant Brands & Their Tactics

Today I'm excited to continue my series of SOCIAL MEDIA BASICS FOR WRITERS with a guest post about snapchat. Lucas Miller has just the information we need to understand how this medium ca help us reach the Millennial audience.

So be sure to give Lucas a big welcome and leave all your questions in the comments section because he's the expert on this, not me!

Targeting Millennials through Snapchat!
by Lucas Miller @DennisPunderson

Since its founding in September of 2011, Snapchat has managed to take the world of smartphone apps by storm. As arguably one of social medias newest, most unique channels, Snapchat allows users to exchange disappearing videos, photos and messages. Following in the footsteps of Vine, all transmitted information is brief, existing for no longer than 10 seconds. Though temporary with its content, Millennials have taken to Snapchat and simply cant get enough of it.
In just four years time, Snapchat has amassed a loyal following of over 100 million daily active users, 71 percent of which are under the age of 25. Whatever your opinion of social medias top forces might benamely Facebook, Twitter, LinkedIn and Pinterestan average of 400 million snaps per day tell nothing but a tale of digital marketing success, at least when Americas younger, up-and-coming generations are being tapped for marketplace excellence. Truthfully, it appears that social has a new game changer on its proverbial hands.

In fact, says Marcus McReynolds, Vice President of Digital Marketing at Fusion360, Millennials are now our main focus, at least from a social standpoint. Traditional marketing is a thing of the past. Millennials dont want to be interrupted by advertisers; they want something that entertains, educates or connects them to the world. Social media accomplishes that very goal.

1) Sour Patch Kids: SourPatchSnaps

SourPatch Kids, a product of Maynardsa British confectionery manufacturertook to Snapchat in the summer of 2014 to enhance its sour-then-sweet reputation. To better build intrigue with candy-crazed teens, Snapchat recruited one of their biggest social icons: Logan Paul.

Over the course of one week, Paulalong with a pair of Kids mascotstraveled the streets of New York City to prank a plethora of unsuspecting people. In a matter of only five days, SourtPatchSnaps nabbed 120,000 new followers and over 6.8 million views on the campaigns final Story.

Even more impressivefrom a PR perspective, at leastthe companys Snapchat involvement landed the sugar-coated candy piece placements in AdWeek, Business Insider, Mobile Marketer and The Verge. Lastly, and much to the pleasure of Sour Patchs corporate hierarchy, public awareness about the products new Blue Kid skyrocketed.

2) General Electric: GeneralElectric

Clearly, Sour Patch Kids has a product with direct links to American adolescence. That being said, just because a business superficial value doesnt directly appeal to young people doesnt mean that budding audiences wont listen. Its all in the pitch. GeneralElectric is living proof of just that.

According to FastCoCreate.com, Snapchat has helped GE continue its commitment to geeky goodness. How, you ask? Well, along with a robust presence on social platforms like Instagram, YouTube and Vine, Snapchat has allowed GE to share its most historic contributions to the world of science and technology with Millennials.

On July 15, 2014, the 45th anniversary of GEs contribution to the 1969 moon landing, the innovative company published numerous Stories featuring Buzz Aldrin. Says Same Olstein, GEs Global Director of Innovation, The disappearing nature of its content encourages repeat usage and provides us with a unique way to celebrate invention with an expanding community of young fans.

3) GrubHub: GrubHub

While Sour Patch Kids and General Electric are both well established businesses with a high level of digital marketing know-how, GrubHubrelatively speaking, of courseis fairly new to the product- and service-pushing game.

Founded in 2004 by two web developers, GrubHub digitally connects diners and businesses with local takeout restaurants. Known for a youthful, irreverent brand voice, GrubHub first became active on Snapchat in 2013 to more fully reach those whod grown tired of traditional social media outlets such as Facebook and Twitter.

Through strategic Snapchat endeavors, GrubHubas of December 31, 2014had achieved the highest snap score of any active company: 53,668. Thanks to Instagram, its well known that food photos and mini prep tutorials do well on social; however, GrubHub has taken things a step further by way of social contests. Just last year, for example, GrubHub solicited Snapterpiece doodles from its followers. The best submission earned its creator an internship with GrubHubs social marketing team.

Needless to say, in todays day and age, Snapchat is an exciting new tool for social media marketers.

Regardless of your audience size or current level of success, how could Snapchat be used to better influence a target market? Furthermore, is Snapchat here to stay or simply little more than a momentary success story? Lets chat in the comments section below.

TWEETABLES
Writers, how to target Millenials through Snapchat - via @DennisPunderson on @EdieMelson (Click to Tweet)

Writers, hit your target market with #SocialMedia - @DennisPunderson on @EdieMelson (Click to Tweet)

Lucas Miller is a young, up-and-coming Wizard of Public Relations. When not writing or running, hes working tirelessly to perfect what he claims is the Worlds Greatest Pompadour.

*Image Credit: Flickr





Did you miss Part 1 and Part II of this series? The links are below to help you catch up!
Part I—Know Where You are and Where You're Headed
Part II—When Should a Writer Start Building a Social Media Network?

15 comments:

  1. Great information. I have not used Snapchat and this makes me want to check into it.

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    1. This comment has been removed by the author.

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    2. Cherrilynn,

      Absolutely! With social media, the best way to learn is through experience. Give Snapchat a whirl and see where it'll take you. As always, if you've got any questions, just shoot me a quick message through Twitter or this comments section. I'm more than happy to help :)

      Lucas

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  2. Thanks for the exposure to something new!

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    1. June,

      No problem! I've been reading on here for a few weeks now and simply wanted to get involved. I hope to be able to provide more enlightening material in the near future. Happy reading!

      Lucas

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  3. Hmm... I wasn't interested because my 19-year-old son son who is going into ministry said that Snapchat was just a way for people to post inappropriate pics that disappear with no history. He deleted it from his phone. Guess I need to find a way to make it work for me instead of just discounting it all together.

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    1. Jennifer,

      Needless to say, there are some people who approach Snapchat with different, more troublesome goals in mind. That being said, any and all social media platforms can be used to become involved in troublesome endeavors. Furthermore, with the screenshot--a feature on nearly all smartphones--the whole "disappearing" appeal of Snapchat can easily be negated.

      Truthfully, I hear what you're saying. I'm out here in Salt Lake City, Utah. I live in a VERY conservative state and this sort of technology can be frowned upon. I'd worried about the same thing. If you ever encounter any problems on Snapchat, you're always able to block, delete and report irreverent accounts.

      I assure you that you'll have little to no problem on Snapchat. Thanks for commenting! If you've got any more questions or comments, simply let me know!

      Lucas

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  4. Thanks, Lucas! I'm going to try it. I'm looking for ways to promote my blog and upcoming Bible study, so this sounds like an opportunity to reach the younger generation. I shy away from unfamiliar technology, but I know I have got to get past that and explore new things!

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    1. Jennifer,

      That's great that you're not only holding a Bible study class, but that you're looking to explore new social channels as a way of exploring new things. Have you heard of Meerkat and Periscope? They're both video-sharing social outlets that are pretty new. I'm no expert, but they both seem like they'd be great for sharing tidbits of your devotionals with a larger audience. Just some food for thought. As always, if you've got any questions, let me know!

      Lucas

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  5. Great info and love the pompadour!

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  6. B,

    Thanks! I didn't expect the latter compliment, but I'll accept it all the same :)

    Lucas

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  7. Luca, I tried to send you a message on twitter and couldn't because you do not follow me...sigh. Here is my question. I am a techy wannabe and need directions for dummies to get started with snapchat. I think you should do another post and give us basic info about how it works now that we know why it works.

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  8. Oh, sorry, I wish I had included my email and twitter so you could communicate back. Duh, I even forgot to check the notify me box. Sheesh. email: maryveewriter@gmail.com twitter: @MaryVeeWriter

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    1. Mary Vee,

      Sure thing! I'll add on Twitter and we can chat! Thanks for the comments :)

      Lucas

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    2. Mary Vee,

      Awesome! Thanks so much for reaching out. I'll make sure to connect with you through Twitter. We'll have a nice conversation there :)

      Lucas

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