An inside look at HPs Snapchat journey Global Social Marketing, - - PowerPoint PPT Presentation

An inside look at HP’s Snapchat journey

Global Social Marketing, HP Content Director, Softway

Global Social Marketing, HP

• Fortun

tune e 100 company

• $48.2B

2B revenu nue e in FY 2016

• 250,000

0,000+ + channel partners

• 18,000+

000+ patents

• Operations in 170 countrie

tries

• 50,000

000 employees

• Fortun

tune e Most Admir ired ed #7 in technology

• Generation Z
• Millennial students
• Technologically savvy
• Know what they want from

brands

• Rapid

idly growin ing

• Tightly aligned with target

rget demogr grap aphi hic

• Ability to stand out from the pack
• To add value in users’ everyday lives
• Find topics that HP can own

wn

Content Director, Softway

Softway is an independent agency that creates transformative experiences for brands through strategy, design, development and social influence.

• Mobil

ile e messagi aging ng tool l used to share photos, videos, text and drawings with friends

• Photos and videos shared only

y last t for a brief ef amoun unt t of time me befor

• re

e they disap appea ear r foreve ver

• Snapchat

hat is growin ing — recently passed Twitter in daily active users

• Extreme

emely popular lar wi with millen llenni nials als — 60% of 13 to 34-year-olds are Snapchatters

• Facebook, Twitter, Instagram and podcasts are passive

ive — Snapchat requires your undivided attention

• Snapchat

hat is 100% acti tive ve

Saved By The Bell and Snapchat— are basically the same?

2 1 2 3

Leverage influencers to grow your audience

Influencers: users of a social al platfor tform m with a very large ge foll llowin ing Partnering with influencers to back products or services exposes es your brand to a new audie ience nce — usual ally resul ults ts in their ir foll llower ers havi ving ng a highe her r affin finit ity y towards your brand Influ luen encer er reach h is typicall ically very expen ensive ive Diffi fficult ult to main intai tain n foll llowers ers

Robby Ayala, Marcus Johns & Cody Johns Chachi Gonzales Jerome Jarre

2 1 2 3

Test into your authentic brand voice

Campaign #1 Previous snaps/campaigns

1 2 2 3

Create a plan for efficient content

• Less than two minutes of snaps

per topic, with topic pics s plan anned ed

• ut

t and storyboar ryboarded ded in advan ance

• Test

t snaps aps reviewed each Tuesday

• Fina

nals ls snaps ps sent out each Wednesday

• Extremely efficient, with more

views ws at a lower wer cost

• Less than two minutes of snaps

per topic, with topic pics s plan anned ed

• ut

t and storyboar ryboarded ded in advan ance

• Test

t snaps aps reviewed each Tuesday

• Fina

nals ls snaps ps sent out each Wednesday

• Extremely efficient, with more

views ws at a lower wer cost

• Snapchat is a great

platform for fostering 1:1 fa fan dial alog

• gue

ue

• Growing an

audience is an uphill hill bat attl tle

Snapchat Do’s

Be casual al. Talk to the audience as much as you can. Snapch pchat at is prim imaril rily y a first st- perso son n platform tform. Embrace, don’t be scared of, the limitations of the platform. Snapchat pchat is raw and uncut. ut. Don’t try to overthink it or overproduce it. Use Snapchat when en you u have somethi thing ng amazi zing ng to share. e.

Don’t be too sales lesy or too pus ushy. Don’t neglect to bring g users rs value ue. Don’t post too inconsistently or sporadically. Don’t try to overthink it or overproduce it.

Snapcha pchat t Dont’s

Be too salesy esy or too pus ushy. Neglect to bring g us user ers value. e. Post too inconsistently or sporadically Don’t try to overthink it or overproduce it.

Snapcha pchat t Dont’s

Global Social Marketing, HP

Roundtable

Stef Bower, HP @stefed Frank Danna, Softway @erskine