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How To Leverage Snapchat's New Custom Geofilters

Posted by Tod Meisner on Mar 21, 2016 9:35:01 AM

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.

How to leverage snapchat's new custom geofilters

Our Inspiration
Both Don and Tod will admit that they’re 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.

How to leverage snapchat's new custom geofilters

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.

If you'd like to learn more about how Verge Pipe Media can help your brand integrate traditional and inbound marketing (hint, creating a Snapchat geofilter at your next event), download our FREE eBook below. 

Get the Free Guide to Integrating Traditional & Inbound Marketing

Topics: Content Marketing, Brand Marketing

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