How to Leverage Snapchat Geofilters

It seems like each day we see an article in the Verge Pipe Media Twitter feed or on our Facebook discussing “How Marketers Can Leverage Snapchat” or “Snapchat: What You Need to Know.” Hell, even in 2014 Advertising Ade published “Thinking of Snapchat Advertising? Snap out of It.” So, we’re not exactly wading into virgin territory here.

However, we wanted to take a slightly different angle and present a first-person perspective, so to speak, of what we have “tested and learned” with Snapchat in recent weeks. You’ve no doubt read and seen all the stats. But, we’d like to present a real life case study in what we at Verge Pipe Media has learned and hope to learn in the coming months.

IMG_5269.JPG

Our Inspiration 

I will admit I’m not the best “Snapchatters.” They’ve grasped the basics of sending personal, one-to-one, snaps to their friends. But, posting to their stories is still a work in progress. They both like to think they could produce enough content for their stories as Gary Vaynerchuk, but that dude is one-of-a-kind.

His method however, is one that they think could work for Verge Pipe Media in the long term. So, our first step was to ask everyone on our team to follow Gary on Snapchat. It was the first “staff homework” assignment of the spring semester. We wanted everyone to get an idea of what kind of content could work on VPM stories. We also thought we’d stop getting blank stares when Tod would say stories can help us “pull back the curtain.”

We always get asked by potential employees, “What’s a typical day like at Verge Pipe Media?” The standard answer is, “There is no typical day at Verge Pipe Media.” And that’s true. We hoped to show, via Snapchat stories, what goes on during these not-so-typical days. We feel that there can be tremendous potential for Snapchat as an intern recruitment tool. Now, we just have to stay consistent and work to increase our followers.

What We’ve Done

Staying consistent is our biggest challenge at the moment. In order to grow organically, we know that creating valuable content each day is important. This takes a lot of effort and will be worth it (the stats are proving it), but we’re still refining a strategy to make this possible. While our consistency may still need some work, we’ve worked really hard to cross-promote our presence on other social media channels.

Snapchat has made it easier to add new users in recent months, so any place we can use the “Add Me URL” we try to as much as possible. We schedule at least one tweet per day (sometimes more) with a message about adding us to Snapchat with this easy to use link.

We also post a custom graphic to Facebook and Instagram that is a visual walkthrough of how to add Verge Pipe Media. This allows people to screenshot our snapcode and add us easily via this method as well.

It’s also good to note that you can always screenshot or save the content you create on Snapchat and post on your other channels to be repurposed beyond the “instant” nature of the one-to-one posts or the 24-hour life span of a story post.

The latest feature that we have experimented with is custom, on-demand Snapchat geofilters. The process is simple. If you’re even moderately proficient in Adobe Illustrator or Photoshop, you can easily create a file to use for your geo-tag.

We keep hearing from our interns, our family members and other millennials proficient on Snapchat that they love filters. We also keep hearing that there are extremely limited filters in Auburn (there are) and they also lack creativity (they do). Being able to create on-demand filters around events is really an area where we plan to differentiate ourselves.

The final piece our Snapchat puzzle has been “Snapchat Takeovers” These events are becoming more and more common each day. A takeover is when a brand or individual, allows another user to create content on their account for a period of time, creating their own story for that day (or even for just a few hours). The user sends all their followers to watch a story on that new account.

Snapchat is still limited when it comes to discovering new and interesting users, so takeovers are quickly proving to be the most effective method for growing audiences. They allow brands to show a variety of content and expose new audiences to new people.

How to leverage snapchat’s new custom geofilters

Our Experiment

In early March, we decided to do our first full-scale test to see how we could maximize our Snapchat use. As is customary for us, we had planned to have a booth at the Auburn University School of Communication and Journalism’s annual internship and job fair. We have been fortunate to select interns from this event the past, and once again wanted to get our name in front of this influential student group.

So, as part of our awareness plans for the 2016 event, we rolled out a multi-layered social media promotion plan that included:

Facebook

Teaser image and post about our appearance with an image of our Snapcode prompting followers to follow us on Snapchat

Posting photos to a gallery on the day of the job fair featuring our custom geo-filter

Twitter

5+ tweets leading up to the event promoting our appearance

A mix of links of to our Snapchat account and our Snapcode image

Tweets tagging @AULiberalArts and @AU_CMJN

5+ tweets from the event with photos of our table and links to Snapchat

Instagram

Teaser image and post about our appearance with an image of our Snapcode prompting followers to follow us on Snapchat

A collage photo from the event showing off our custom Snapchat geofilter

Snapchat

Started teasing our appearance two days prior on the VPM Snapchat story

Played up the appearance of our office mascot “Fake Blake Shelton”

Custom geofilters for Auburn Student Center and Tichenor Hall

Encouraged people to take selfies with “Fake Blake Shelton” using the geofilter

Other Promotional Points

Capitalized on messaging that we’ve hired multiple people from this event in the past

In 2015 we had two candidates complete an unpaid internship and turned it into a part-time job at VPM that includes Paid Time Off

Each team member shared their experiences on their personal social platforms and shared multiple personal Snapchat stories using our custom geofilter.

Each intern shared their authentic experiences that they’ve learned while working as part of the VPM team

All team members’ messaging was geared to answer the “What’s a typical day like?” questions that we often receive

What We Learned 

3,176 Snapchat geofilter impressions

More than 10x the Facebook reach from the previous week (1K to 11.8K)

Nearly doubled Twitter engagements from the previous week (64 to 120)

6 of our Top 10 tweets contained content from the Job Fair

Nearly 50 combined likes on our Instagram content

We were told by multiple attendees that when doing research on companies, they saw our messaging about Snapchat and a few made a point to say that they followed us to see our story.

Two possible candidates reached out to us after the event saying they had seen our filter on their friend’s Snapchat stories and wanted to pass along their information for a possible internship. Both cited that it was the custom Snapchat geofilters which prompted them to reach out to us.

We’re living proof that, as Gary Vaynerchuk states, “a custom snapchat geofilter is a branded impression on steroids.” We also agree that in the next year, there is HUGE ROI potential here. Look, we geo-fenced two campus building for 10 hours each, with an engaging design, for an insanely good deal of $18.47 and we got 3,176 total impressions!

Snapchat is still a largely untapped frontier for most major brands. Even the latest stats show that not even 1% of brands utilize Snapchat. This means that there is still room for experimentation, or plenty of ways to “test and learn.”

Snapchat may be labor intensive and require a daily commitment, but we feel that it is worth the investment to see how we can stand out. We already believe that just using geofilters around an event helps you seperate yourselves from your competitors. So, if you’re not convinced yet, we’re sorry.

For more Inbound Marketing hot takes, subscribe to my blog here

This blog was originally published by Verge Pipe Media.  

Advertisements

Content Strategy is the New Creative

My posts routinely talk about the shifts occurring in the marketing world. We often discuss how companies are shifting from traditional marketing to inbound marketing, or how Verge Pipe Media can help you integrate the two. We also discuss how we’ve modeled our teams differently than most to handle these ever changing demands.

In fact, if you look at our blog roll for the past 18 months, many of the posts discuss practical ways businesses and brands can implement inbound marketing or pieces of the inbound methodology into their marketing plans. That said, what’s the one constant theme in these blogs…content. And what makes your content stand out and help you win new business and meet your marketing goals? A killer content strategy.

Strategy Is Key

We’ve never come right out and said it, but we are today. Content, and more importantly a great content strategy, is the new creative. We help our clients differentiate themselves from their competitors by producing effective content and applying inbound practices to their traditional methods to help fuel a monster marketing plan.

We’ve seen it work for ourselves as we’ve built Verge Pipe Media using these principles and we preach it to our clients consistently. Those who deliver valuable, relevant information in compelling, engaging and even entertaining ways make their prospects smarter and help them make meaningful connections and win the day. 

The Numbers Don’t Lie
In a recent report by Custom Content Council, the number of CMOs who believe that content marketing is the future of their world has nearly doubled in the last five years. Moreover, their research showed that decision makers increasingly prefer customized educational content from a company in a series of articles over a creative advertisement.

If corporate buyers have become hungrier for relevant information in making important purchase decisions, is it any surprise that they are looking for ways to bypass irrelevant, interruption-based marketing to get to the heart of what really matters to them?

We Don’t Do That, We Do This

We often tell prospects, if you want to kill trees for glossy print ads, brochures, and pamphlets, or buy time on radio or TV, we’re not the agency for you. What we can do for you is leverage those content pieces in a strategic and synchronized content marketing strategy that can help guide your customers during the buyer’s journey.

We’re leading the way in East Alabama and West Georgia with our content strategy and inbound methodology. Our retained clients all know the importance of content to their marketing strategy and will tell you how valuable our ideas have been. In fact, they now “drink the kool-aid” and often speak in inbound terms and also provide us with testimonials on how our tactics have worked for them.

What’s This Content Look Like

We’ve been talking about the importance for content and a content strategy, and you may now want to know what this content looks like. Or rather, what forms in which it is delivered. We’re glad you asked because it is really quite simple. We produce content for ourselves and for clients in the form of:

eNewsletters

Blogs

Case Studies

Events

White Papers

Videos

Webinars

Surveys

Content Strategy is the New Creative

The Gift That Keeps On Giving

The best part about creating killer content and implementing a killer content strategy is it then becomes that gift that keeps on giving. It can be repurposed across many media platforms. A whitepaper can become a webinar, an article or a video. Blogs and eNewsletters can be shared and featured on social media. Each idea can be transformed into many different types of content so that you can leverage all audiences.

They’ll keep hearing from us that boring, dull information will go over about as well as Tony Bennett opening for Kanye West. So, they will have to embrace the fact that engaging, entertaining and sharable content is what will attract the right customers.

Trust Us, OK

It’s time for marketers to stop worrying about their next campaign and look to leverage an overall content strategy to impact their brand. If they publish compelling and timely insights in all the right places, synchronized for maximum impact, it will become part of their brand, establish them as thought leaders in their induwww.todmeisner.wordpress.comstry and ultimately help to drive business.

For more Inbound Marketing hot takes, subscribe to my blog here

This blog was originally published by Verge Pipe Media