Contents

What is Snapchat? (page 7 )

How to Use it (page 9 )
How to Implement Snapchat in Your Inbound Marketing
Strategy (page 10 )
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over look

transitive verb \-'lk\

: to fail to see or notice (something)
: to pay no attention to (something)
: to not consider (someone)
This is the definition of overlook as defined by Merriam
Webster.
Oversights are actually quite common in relation to the
Inbound Marketing industry. Marketers and business owners
still cling to traditional methods that used to work, and are
resistant to change and new technologies.
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Never is this more evident than with the introduction of new

social platforms.
Snapchat is no exception. Problem is, resistance in this
case looks more like ignorance, as resisting the evolving
behaviors of consumers is a fast track to irrelevance.
Have you ever wondered why products like limited-edition
Lays Sriracha flavored potato chips or candy corn flavored
Oreos create such a buzz? Once theyre gone, theyre gone.
Although they aren't as tasty, Snapchats have the capacity to
drum up the same type of immediate interest when executed
properly.

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With 18.6% of iPhone users using the app

sending 350 million snaps every day, Snapchat
is a valuable marketing tool that can be utilized
to engage one-on-one with your consumers.
The app delivers limited-edition pictures and videos that
command your attention before slipping away.
This idea of temporary messages generates a sense of
urgency, making it difficult to ignore the message, as
you eliminate the option of taking a second look.
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What is

snapchat

Page 6

Snapchat is a social photo app that was launched by two

Stanford students, Evan Spiegel and Bobby Murphy, in
September 2011.
The app allows users to send photos and videos up to ten
seconds to a friend before the file self-destructs. Never to be
seen again.

What it's Not.

The minute you tell someone that images on your
server disappear, everyone jumps to sexting.

- Evan Spiegel

Negative connotations aside, Snapchat was designed for

users to engage in fun, authentic conversations with friends
and family. The images may disappear after 10 seconds or
less, but that doesnt make it safe for sending images you
wouldnt want to see resurface, so be mindful.

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How to Use it:

1Snapchat can be downloaded to
your Android or iOS device through the App Store or Google
Play.

2Tap Sign Up to create an account: Snapchat will require you

to enter an email address, a password, and your birthday.

3The app will give you the option of using your mobile
number to locate and add friends through your contact list.
You can add friends manually, however using your mobile
number will expedite the process.

4Snapchat will generate a list of your contacts that are

already users, and you can use the person with a plus sign
icon to add them to your list. You can also search for friends
by name using the magnifying glass icon or add friends back
that have added you with the plus sign person icon.

5On the main screen you will have access to the camera. To
take a photo tap the large circle button or tap and hold the
button to record video.

6Tap the screen to add a caption or tap the writing tool in the
top right corner to doodle on your image.

7Set the timer in the left corner of the screen. You can select
anywhere between 3-10 seconds for your recipient to view
your photo or video before it is deleted.

8To send your Snapchat, tap the arrow in the bottom right
corner to select your recipient(s).

9To view the Snapchats you receive, go to your stream and

tap and hold the chat to make it appear.

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HOW TO
IMPLEMEN

T
SNAPCHAT
IN YOUR
INBOUND
MARKETING
STRATEGY:
1. Send
Discounts/Coupons

Snapchat provides the perfect platform for distributing

coupons to your audience, while regulating the offers
potential reach. Asking customers to present the coupon
within the app will allow them to benefit from the discount
while eliminating their ability to use and re-use it again.
Customized coupons can be sent as rewards for promoting
the company, or positively engaging with you on other
networks.
A New York froyo chain, 16 Handles, recently incorporated
Snapchat into their marketing strategy.
The promotion encouraged customers to snap a photo of
themselves or their friends trying out one of their flavors at
any of their locations to receive a coupon for 16%-100% off
their purchase.

Running a promotion like this allows you to build your brand

and reputation through happy customers!
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2. Host a Contest
The key to Snapchats success is the element of surprise that
comes with receiving and opening each chat. Snapchat allows
you promote a contest by delivering hints and asking
questions via the app to generate a buzz. Inviting customers
to snap their submissions back is a creative way to gain
consumer insight and engage one-on-one with your audience.

Chat Sports, an online sports interface, hopped on the

Snapchat bandwagon after realizing their college student
demographic was becoming avid Snapchatters. Chat Sports
asked fans to get 5 friends to add Chat Sports on Snapchat
and have all 5 send a snap containing their username and the
hashtag #gimmietickets. Chat Sports received 150 Snapchats
within a 48 hour period, and they selected one lucky fan who
received tickets to a Sunday night MLB game. Chat Sports

proved that Snapchat is an easy and effective tool to use for

contest promotion.
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3. Go Behind the Scenes

Whether you are a B2B or a B2C, giving your audience a look
at the faces behind the brand will make your brand more
approachable, credible, and human. The more we are willing
to open up to our audience, the more connected they feel
which ultimately attributes to brand loyalty.
Snapchat offers an excellent vehicle for this type of brand
humanization because they are playful and brief. Send out a
snap that gives your audience a look at how things operate
behind the scenes at your company. Interview employees,
capture candids that reflect your company culture, give a
quick demo on how to use one of your products or services.
Social media expert, Gary Vaynerchuk, has been one of the
first people to step forward and highlight the value of
Snapchat as way to humanize your brand. Vaynerchuk posted
the article, You See Snapchat as Sexting and a Fad, I See the
Future, to LinkedIn in an attempt to advocate Snapchat as a
marketing tool.

In the article Gary states, Ive been spending the last couple
of weeks using Snapchat to interact with my fans, and the
reaction to the engagement has been overwhelming.
Snapchat is the perfect platform to engage with your
audience quickly, easily, and personally.
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4. Give a Sneak Peek at

New Products
Have a new product or service you are about to launch? Why
not snap your audience a sneak peek at your goods before
the public reveal. Including your audience in an early
premiere will make them feel like a friend, not just a profit.
Taco Bell has seen immense success after using Snapchat to
reintroduce their Beefy Crunch Burrito. They sent out this
tweet to spread the word that they had a secret to share:

When users added Taco Bell on Snapchat they received a

snap containing an image of the fan-favorited Beefy Crunch
Burrito. Snapchatters responded with delight on Twitter after
receiving the news of the reintroduction, many citing
Snapchat as a fun way to connect with the company.
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