should you dive into snapchat & are you sinking or swimming?

CarmenShirkeyCollinsSocialMediaLead,CiscoTalentBrand@CShirkeyCollins#AMATampaBay

Shouldyou

Andhowtoknowifyou’re

FollowtheStory

Me@CShirkeyCollins

@WeAreCisco#WeAreCisco

#AMATampaBay@CShirkeyCollins

WhoAmI?

#AMATampaBay@CShirkeyCollins

Snapchat

#AMATampaBay@CShirkeyCollins

THAT’SNOTHOWTHISWORKS!

SnapchatMeThat

#AMATampaBay@CShirkeyCollins

• Snapchatisraw,authentic,notmeantfor“prepackaged”

• Notmeanttobeexactcontentfromotherplatforms

• Canbesimilarcontent,justpresentedinadifferentway

• Partofapuzzle,butadifferentpiece

KnowYourAudience

#AMATampaBay@CShirkeyCollins

• Areyoutryingtodistributehighly-producedcontent?

• Areyoutryingtoreachanyoneovertheageof30?

• AreyoutryingtoreachGenYwithraw,authenticstories?

KnowSnapchat’sStyle

#AMATampaBay@CShirkeyCollins

Lenses Bitmoji Stickers Geofilters

TheSnapchatChallenge

#AMATampaBay@CShirkeyCollins

• Nonativeanalytics

• Nofollowercount–engagementcounts

• Time-sensitive

• HardtoproveROI

OrISit?

SnapchatMetrics–TheyDoExist!

#AMATampaBay@CShirkeyCollins

6Mminutes

viewedsincelaunch

Completion

70%DailyViews650+

55KTotal

Completions

WhyisSnapchatDifferent?

#AMATampaBay@CShirkeyCollins

• Nolink-outs

• Nohashtags

• No“likes,”“faves,”or“shares”

• There’sno“do-over”

Butit’salsotheSAME

WheretoStart

#AMATampaBay@CShirkeyCollinsGO

ALS

WhatGoals?

#AMATampaBay@CShirkeyCollins

• Whoisyouraudience?

• Whatdoyouwantthemtodo?

• Whatisthepurposeofyourchannel?Expectations?

Withoutcleargoals,youwillnevershowsuccess!

TwoMeasurementApproaches

#AMATampaBay@CShirkeyCollins

• Manual

• PaidTools

#AMATampaBay@CShirkeyCollins

WhatCAN/SHOULDYouMeasure?• TotalUniqueViews

• StoryCompletions

• CompletionRate

• Screenshots

Engagement

#AMATampaBay@CShirkeyCollins

HowDoIMeasure...TotalUniqueViews?• FirstSnapoftheDay

• HowManyViewed?

• =TotalUniqueViews

#AMATampaBay@CShirkeyCollins

HowDoIMeasure...StoryCompletions?• LastSnapoftheDay

• HowManyViewed?

• =StoryCompletions

#AMATampaBay@CShirkeyCollins

HowDoIMeasure...CompletionRate?• LastSnapViews/

• FirstSnapViews

• x100

• =%CompletionRate

202/309x100=66%

#AMATampaBay@CShirkeyCollins

HowDoIMeasure...Screenshots?• Lookforicon

• Addupallthenumbers

• Didyouaskforthem?

#AMATampaBay@CShirkeyCollins24

HRS

Remember,thesunsetsonSnaps

#AMATampaBay@CShirkeyCollins

SpeakingofTime

• Keepaspreadsheetofnumbers/tacticseachday• Youcanseepatterns,growth,etc.Establishbaselinestomeasureagainst.

#AMATampaBay@CShirkeyCollins

WhatCanaSnapchatMeasurementPlatformDo?• NoManualWork

• NoTimeConstraint

• ExtraMetrics

• ChartswithMetricsOverTime

Howdoyouvalueyourtime?

#AMATampaBay@CShirkeyCollins

DelmondoDashboard

#AMATampaBay@CShirkeyCollins

Non-SnapchatSnapchatmetrics

• RememberYourGoals

• AmbassadorGrowth–ex:EmployeeTakeovers

• InfluencerMetrics.WhatareTHEIRnumbers?

• Others

CustomizetoYourGoals

APieceofaCompleteStrategy

#PRNews@CShirkeyCollins2k-

20kFollows

YoYGrowth

900%0k-12k 3x

IndustryEngagement

Twitter Instagram

Snapchat Added

100k

followersinthelastyear.Paytoplay.

6Mminutesviewedsincelaunch

Facebook

Completionrate

70%

#AMATampaBay@CShirkeyCollins

SummaryPoints

• YouCANMeasureSnapchat

• GoalsFirst

• EngagementIsKey

• Manualvs.Tools

• EmbraceBeingSnapchatty

• KnowYourAudience