Author: Danielle Geva

Tips on Building Your Snapchat Audience

| Danielle Geva

Snapchat Brands

Some brands have started to experiment with Snapchat, but it seems many still donā€™t take the app too seriously. While Snapchat may seem silly, and has yet to offer business support, other innovative communication channels like Twitter were also discounted. Seven years later, Twitter IPOā€™d, so why not promote on an app that has already attracted 26 million users in the U.S. alone.

Demographics

Snapchat currently attracts a younger audience, as the majority of Snapchatā€™s users are between 18-29. If your brand targets a younger demographic, you might want to consider following your customers to Snapchat, as many are spending less time and slowly leaving other social networks. Businesses intending to reach tech-savvy early adopters should also consider promoting their product offering using the innovative platform. While these users may be less active on Snapchat, older early adopters are likely to have more disposable income.

Building an Audience

Having a presence on the network isnā€™t enough; the crucial part is building up your audience through a friend list. The best way to do so is by offering users an incentive to send you a friend request. You don’t necessarily need a large budget, instead think of creative campaigns that incorporate Snapchat’s unique features and capture users’ attention.

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Snapchat is Already Driving Ecommerce Sales

| Danielle Geva

Snapchat post

It used to be tricky proving the value of engaging customers online, let alone the fact that people were actually interested in talking about brands. Currently, there are useful tools which visualize brand chatter and prove that people are talking about ā€˜boringā€™ industries, such as bankingĀ and healthcare. Other advanced tools were also developed to aid in calculating ROI, in order to demonstrate that social media done right is good for the bottom line. However, support hasnā€™t been rolled out for recent social networks, namely Snapchat.

Snapchat itself has yet to offer built-in analytics or cater to brands. Since there are limited metrics available, only a small number of companies have chosen to experiment with the platform. Regardless, the absence from any social network isnā€™t stopping users from talking about your brand on that very platform.

Increased Word of Mouth

There is no doubt that social media buttons boost word of mouth and drive ecommerce sales. However, there are certain products that consumers would rather not share with their network. Consumers may opt to send a formal email or a text, but the time it takes likely deters many from spreading the word.

Snapchatā€™s design is optimal for sharing, as the app is quick to load and opens directly to the camera screen. Doodles and text can also be included for additional context. Product images can be sent to a decision maker, the user herself, or even be saved and accessed for later viewing.

Snapchat DKNY

Even though Snapchat can be as intimate as a text, especially with Android push notifications, the app has more of a casual feel. Since images disappear after viewing, the pressure is off and users are more inclined to share moments without thinking twice.

Ecommerce businesses benefit from increased word of mouth as one customer browsing their products can easily let others know about a new item or an upcoming sale. Even if the user isnā€™t sure their friends care about the deal, she knows they can stop viewing the image at any time. Further more, since the emphasis is on sharing rather than conversations, users donā€™t feel obligated to reply to every snap unless they are interested in more information.

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Introducing Social Media Audits

| Danielle Geva

Dare to Create Store

New clients often ask me for a sample of my work if they werenā€™t obtained through referrals. While this is a completely fair request, up until recently I couldnā€™t comply.

The startups I work with often insist on an NDA, and the small businesses simply ask that I keep the documents confidential. Seeing as my reports involve strategic planning, or are based on analytics that arenā€™t publicly available, itā€™s understandable that the client prefers to keep the information private.

Approximately a year ago, I was able to dig into the data of three clients in order to get some quantitative results to present to future clients. Iā€™m proud of the results as they showcase some of my achievements, however, the document doesnā€™t go into much detail in terms of planning.

When preparing a social media plan, I like to combine my knowledge of best practices as well as examine successful accounts in the clientā€™s space. Learning from the mistakes of well-established brands, and identifying effective activities, can help clients better understand key concepts which will in turn lead to improved performance.

Pinpointing specific strengths and weaknesses of a social media account, or overall online presence, can be thought of as a social media audit. Over the past few weeks, Iā€™ve taken the time to create several social media audits, whichĀ are available for sale will be available as posts over the next few months. These documents are based on brands I admire, and are full of actionable advice.

If youā€™re interested in learning how to boost your Pinterest account, or what is the one thing missing from Squareā€™s beautiful LinkedIn page, please subscribe and keep an eye out for future posts or contact me atĀ for a custom report.

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The Five-Month Term

| Danielle Geva

Toronto SkylineWhile checking out some local Toronto startups, I came across one that had an interesting take on the probationary period. They stated that the ā€˜projectā€™ was for a five-month term, with the option to extend it indefinitely.

Outside of the startup world, it’s common to have a three-month probationary period. However, you can usually tell long before that if an employee is the right fit, especially within a small and nimble startup. After the first week, it’s pretty clear if the new hire can actually code or close. After the second week, you can usually tell whether theyā€™re a good cultural fit.

If the startup has been burnt before by low-performing hires, then the probationary period would be shorter. Perhaps it’s based on some legal advice, or maybe the founders are simply being honest about their current resources. Instead of using the five-month term as a cop out, this might simply be a way of letting candidates know that they might be let go if the business doesnā€™t become profitable.

The honesty is refreshing, but it seems that some people might be turned off. Even after they realize the five-month term doesnā€™t have anything to do with a lack of belief in their skills, the thought that the founders are ready to give it all up in five-months isnā€™t very inspiring. Even if it is realistic.

Working with startups, youā€™re always ready for funding to run out. But youā€™re also ready to make compromises and eat ramen together until the vision finally becomes a reality. If you have the determination it takes to succeed, you don’t schedule an end date.

 

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In case of emergency

| Danielle Geva

In case of emergency chocolateA horrible smell spread throughout the house, and the sickly fumes seemed to be originating from the kitchen. Smoke gushed out of the oven as I pulled out some dishes and a burnt plant. A baking sheet was placed directly under the melting plastic, while our small fan was working overtime to keep the fumes away from the smoke detector.

Some people use their oven as storage, because the only thing theyā€™ve ever prepared is a bowl of cereal. While I do bake often, the oven can be a pretty good spot to quickly hide the evidence of a messy counter. Luckily, I usually have a great memory and remove dishes before preheating. Usually.

The plastic on the bottom of the oven floor started to harden, but we were busy trying to pry chunks off the metal racks. After using hot water, scissors and serrated knives, what was left of the plastic container was mostly in the garbage. The whirring of the bathroom fan and the loud exhaust hood reminded me of the time my roommate set her grilled cheese on fire.

The pressure to quickly hit record as a show is starting is too much for some people. For me, it depends whoā€™s around me. When my roommate and friend had no idea how to extinguish the small fire, I looked around for a second and then threw a pot lid on the burning pan and spatula. After that I carefully placed a wet towel over the mess to help smother the flames.

Iā€™m much more likely to scream when I see a spider, or even a rather large ant, but if itā€™s up to me to place a cup over it and get it outside than so be it. You donā€™t always have to be calm under pressure, or take charge of a group, but you should be able to assess the situation and know when to step up.

[Image via A Fish Who Likes Flowers]

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