Social Media Week is in full swing here in New York City. Yesterday I attended the panel “Best Brands on Snapchat.” I was interested in attending this panel because not only is it a hot topic but also because for me personally Snapchat has quickly become my most preferred social platforms in the past few months. The panel included Jeremy Skule, Chief Marketing Officer at Nasdaq; Aaron Wolfe, Social Media Specialist at American Airlines; Carla Zanoni, Executive Emerging Media Editor at WSJ; Bridget Evans, Account Director at Vayner Media; and Sarah Epler, Senior Director of Social Media & Fan Engagement at MTV. Here are some takeaways:
Why they love Snapchat (vs other platforms):
– All agreed that they can reach another audience on Snapchat vs other platforms. WSJ & MTV enjoy the storytelling aspect. Both agreed that you should talk to your audience not what you think the Snapchat audience is. WSJ especially had this concern but they’ve been pleasantly surprised. They know 18-24 year olds do care about important news so they don’t have to put puking rainbows to get their attention. Although there’s nothing wrong with puking rainbows.
– All agreed that they’ve had great success with “live content.” They’ve had more success showcasing behind-the-scenes on Snapchat rather than Periscope. MTV takes fans behind-the-scenes at red carpets and MTV shows. Whereas, WSJ used it for the current debates.
– For corporate, NASDAQ showcases behind-the-scenes of the opening bell and interesting financial events. American Airlines said that Snapchat lets them tell different stories than on other platforms. Twitter is mostly customer service related. Because of the “feel” of Snapchat, it can have a less corporate tone of voice. American Airlines just has Aaron and one other Community Manager who create all the content themselves.
Discover vs brand channel:
– WSJ and MTV both have a Discover channel and a specific brand channel. They both approach Discover like a print magazine. There are storyboards and well thought story ideas/journalism and graphics designed for that specific story.
– Whereas the personal brand channel can be more relaxed and off the cuff. Both indulge in “takeovers.” MTV taps social influencers that fit their voice and give them the full keys to their Snapchat handle. Whereas WSJ hands it over to journalists/reporters who may be following a candidate, etc.
Building Snapchat teams:
– WSJ has a full global team in Hong Kong & London as well as teams in several US cities. Each team has about 3 graphic designers and 2 editors. Carla said she wants to grow the graphics team because that is the most important to telling the story.
– MTV has about 10 people dedicated to Snapchat exclusively but they see that growing.
– American Airlines has just 2 community managers who create the content. It is still a very experimental platform for them.
– Snapchat is still the Wild Wild West in terms of analytics and data. However, Discover does offer more robust data. Both MTV & WSJ look at completion rates & “loyalty.”
– American Airlines doesn’t focus on numbers currently and are more focused on telling stories.
– MTV & WSJ did say that their audiences share across platforms (especially Twitter) so they monitor social chatter. People love to screenshot and share on Twitter. MTV’s audience is very vocal and will tell them what they like and don’t like so they use that insight to adjust the content.
For more you can follow me on Snapchat @KimberleeVDW.