how to use snapchat as a medium and make tv social

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DR MEDIEFORSKNING HOW TO USE SNAPCHAT RASMUS THAARUP AUDIENCE RESEARCHER DR DANISH BROADCASTING CORP. [email protected] @RASMUSTHAARUP AS A MEDIUM AND MAKE TV SOCIAL

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Page 1: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

HOW TO USE SNAPCHAT

RASMUS THAARUP

AUDIENCE RESEARCHER

DR – DANISH BROADCASTING CORP.

[email protected]

@RASMUSTHAARUP

AS A MEDIUMAND MAKE TV SOCIAL

Page 2: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

SNAPCHAT 2ND IN DENMARK

62

1511

4 3 2 2 1

Facebook Snapchat Instagram Twitter LinkedIn Pinterest Reddit Tumblr

Daily use %

Source: TNS Gallup Social Media Life, 2015. Target group: 12+

Page 3: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

SNAPCHAT GREW

140% FROM 2013-2015

Page 4: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

AN ATTRACTIVE TARGET GROUP

63

37

9

3 4 1

12-19 20-29 30-39 40-49 50-59 60+

Daily use of SnapChat %

Source: TNS Gallup Social Media Life, 2015. Target group: 12+

Page 5: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

HOW SNAPCHAT IS USED

Page 6: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

Planned contentSpontaneous content

Public contentPrivate content

HOW SNAPCHAT IS USED

Source: The DR Panel, 2015. Target group: 15+

Page 7: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

THE CONTENT DISAPPEARS

YOUR DIGITAL IDENTITY IS LESS VULNERABLE

SPONTANEOUS, IMMEDIATE AND INTIMATE APPROACH

CONTENT IS NON-EDITED, NON-CROPPED, NON-FILTERED

SNAPCHAT IS DIFFERENT FROM OTHERSOCIAL MEDIA

Page 8: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

SNAPCHAT IS A FRIENDS-TO-FRIENDS PLATFORM

92%

90%

18%

15%

6%

Sending or receiving messages

Stories to or from friends

Stories from brands, media or celebs

Snapchat live stories

Snapchat Discover Weekly usage among users

Source: TNS Gallup Social Media Life, 2015. Target group: 12+

Page 9: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

92%

90%

18%

15%

6%

Sending or receiving messages

Stories to or from friends

Stories from brands, media or celebs

Snapchat live stories

Snapchat Discover Weekly usage among users

THERE’S A BRAND BARRIER ON SNAPCHAT

Source: TNS Gallup Social Media Life, 2015. Target group: 12+

Page 10: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

CHANNELS PROGRAMS EVENTS NEWS KIDS

HOW WE USE SNAPCHAT

Page 11: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

SOCIAL TV IS A NICHE IN DENMARK

2 %Produce content on social

media related to TV content

5 %Use social media

related to TV content

33 %Use social media

While watching TV

100 %TV viewers

Source: TNS Gallup Social Media Life, 2015. Target group: 12+

Page 12: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

VERY FEW WANT INFLUENCE

1%

2%

6%

19%

77%

I want to influence and interact

I want to share my own experience

I want other viewers opinions

I want exclusive content

I am killing time

Reasons to use social media while watching TV

Source: TNS Gallup Social Media Life, 2015. Target group: 12+

Page 13: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

VIEWER OPINIONS ARE NOT IMPORTANT

1%

2%

6%

19%

77%

I want to influence and interact

I want to share my own experience

I want other viewers opinions

I want exclusive content

I am killing time

Reasons to use social media while watching TV

Source: TNS Gallup Social Media Life, 2015. Target group: 12+

Page 14: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

INSTEAD THEY WANT EXCLUSIVE CONTENT

1%

2%

6%

19%

77%

I want to influence and interact

I want to share my own experience

I want other viewers opinions

I want exclusive content

I am killing time

Reasons to use social media while watching TV

Source: TNS Gallup Social Media Life, 2015. Target group: 12+

Page 15: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

BUT THEY’RE ALSO BORED

1%

2%

6%

19%

77%

I want to influence and interact

I want to share my own experience

I want other viewers opinions

I want exclusive content

I am killing time

Reasons to use social media while watching TV

Source: TNS Gallup Social Media Life, 2015. Target group: 12+

Page 16: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

CASE 1: DANISH X FACTOR

Page 17: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

STOP MAKING HASHTAG CAMPAIGNS

Season starts Season ends

2014

Page 18: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

STOP MAKING HASHTAG CAMPAIGNS

Season starts Season ends

2014

2015

Page 19: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

STOP MAKING HASHTAG CAMPAIGNS

Season starts Season ends

2014

2015

2016

Page 20: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

FOCUS ON BEHIND THE SCENESEXCLUSIVE CONTENT

Page 21: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

HIRE A SNAPCHAT HOST

Page 22: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

CREATE A STORYLINE

Page 23: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING CASE 2: ASK ME ANYTHING ON DR3

Page 24: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

Epiosde 1 Episode 2 Epiosde 3 Episode 4 Epiosde 5 Episode 6

Snapchat

Facebook

Twitter

Instagram

HOW TO ASK A TRANSGENDER, POLYAMOROUS OR ADULT BABY?

Page 25: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

2.000 QUESTIONS IN 10 MINUTES

Page 26: HOW TO USE SNAPCHAT AS A MEDIUM AND MAKE TV SOCIAL

DR MEDIEFORSKNING

KEY LEARNINGS

• CONSIDER SNAPCHAT ONLY IF YOUR TARGET GROUP IS VERY YOUNG

• PLATFORMS SHOULD DICTATE YOUR FORMAT

• USE SNAPCHAT AS AN EXCLUSIVE BEHIND THE SCENES MEDIUM

• USE SNAPCHAT FOR NON-FILTERED AND SPONTANEOUS CONTENT

• CREATE STORYLINES – BUT DON’T OVER PLAN

• HIRE A TEENAGE SNAPCHAT HOST FOR YOUR MOST IMPORTANT BRANDS

• USE SNAPCHAT FOR INTERACTIONS WHERE USERS PREFER ANONYMITY

• STOP MAKING HASHTAG CAMPAIGNS