Gaia Group PR Blog

Influencing Decision Makers (in 15 Seconds or Less)

by Laura Taylor

Decision makers are influenced from many directions and sources including their staff, peers, media and industry thought leaders. Most influencers can be found online in social communities such as LinkedIn, Twitter and even Facebook. While each industry differs, there are a few tricks you must know to successfully reach your target decision makers. These tips will also help you build buzz and shine a spotlight on your professional brand or corporate messaging.

Here are three easy ways to build buzz using social tools:

  •  Drive social conversations – Find unique perspectives and/or message points that your decision maker prospect will appreciate. Spark a conversation on LinkedIn or within a LinkedIn group using this unique viewpoint. Be sure to open yourself up to comments and questions. Let the dialogue begin! Who knows, a client may be lurking and your post may give them the push they need to make contact.
  • Create communities – Outside of LinkedIn, Twitter offers the opportunity to create communities through regularly moderated tweet chats with a branded hashtag or a hashtag that says something about the mission of the organization. Tweets chats curate a community on the topic that you want to develop. Want an example? We think Whole Foods does a great job with its avid foodie community through #WFMdish.
  • Be Authentic – The most effective way to create true connections is to be authentic. Community members can tell when a person isn’t paying attention to their content or having someone else post for them. A unique voice matters and helps drive connections. So don’t be afraid of being your true self – it’s what really counts.

 


Part II: The Evolving Nature of Content in Marketing

How Public Relations & Marketing Firms are Meeting the New Demands of Content

by Susan Shuckra

In the past, companies and experts in our industry viewed content marketing as distinct from traditional marketing with public relations firmly in the “traditional marketing” bucket. Lately, we are seeing a shift in our industry. Public relations activities and content marketing aren’t considered mutually exclusive anymore. We agree that content creation is very central to where PR is and should be going. And, content market is more cost-effective. Did you know that on average, cost per lead for inbound marketing is 62% less than for traditional (outbound) marketing? That’s big savings!

Like many small to medium-sized companies, many of our clients struggle with how to spend their marketing resources. Should we focus on “traditional marketing” approaches such as press release distribution, online banner advertising, etc.? Or, invest in content marketing such as bylined article development and placement, blog posts, and white papers. The answer should be both. What’s the optimal balance of your marketing resources? Well, it depends.

What’s the right blend for your organization?

When assessing how to balance your marketing budget, it’s important to have a plan. Check out this great (oldie but a goodie) infographic from Marketo that shows some of the top content marketing tactics used by companies including social media, bylined articles, blog posts, and e-newsletters. In 2014 according to Content Marketing Institute, B2B content marketers used an average of 13 tactics. And, fifty-eight percent of B2B marketers plan to increase their content marketing budget over the next 12 months, up from 54 percent last year. All this information is helpful, but when planning your overall marketing budget, we recommend that you evaluate the quality, social media sharing and frequency of securing your existing sales leads. This will help determine where you should focus your marketing resources.

Although the power of content marketing is growing, we still believe that there is a place for traditional advertising. Why? Because, companies will still need to drive general brand awareness and make product/service announcements. So, when you’re planning for your marketing resources this year, make sure that content marketing makes up a portion of your efforts. Content marketing has and will continue to be an instrumental component of the customer purchasing process.


Part I: The Evolving Nature of Content in Marketing

Finding a Balance Between Mass Distribution and Promoting Native Content

by Susan Shuckra

Many of our clients choose to use press release distribution services and we are happy to facilitate the process. We see value in releasing news through distribution services like PR Web and Business Wire depending on the nature and widespread appeal of the information being released. More and more though, we are recommending that our clients consider supplemental modes of promoting their news and content to find the optimal mix.

And we are not alone. A recent post by PitchEngine President and CEO Jason Kintzler touts why you should consider alternative options for distribution. We agree. It’s not enough anymore to post your release to the wire and wait for reporters to call. Those days are long gone. But, we don’t all together agree that wire distribution services are obsolete.

So, how do you find the right approach for your organization and content?

Today and in the future we will see a shift in how we engage media audiences online. While wire services will still exist, they will change to fit the evolving and responsive nature of the mobile marketing world. We will see more targeted engagement through channels such as native advertising, which is defined as a form of online advertising that matches the form and function of the platform on which it appears.

For instance, an advertiser writes an article to promote a product using the same form as an article written by the editorial staff. Native ads can also appear via a tweet on Twitter, suggested post on Facebook or promoted search ad via Google. Native ads are often viewed as more engaging and better performing for the time and monetary investment. Furthermore, counter to popular belief, native advertising can scale. Learn how via this recent Adweek article.

We recently sat down with the Washington Post’s Brand Connect manager for a discussion on how they are focused on investing in this area. While the newsroom receives the wire feeds, those same organizations are buying native content and driving traffic to websites, landing pages, etc. Who doesn’t like the combination of media and conversions through advertising?

So, while it’s important to continue using wire services for large organizational announcements, we recommend that you can use a variety of content techniques to share your more targeted messages.

 


We’re Hiring!

Digital Marketing Specialist

Gaia Group is seeking a smart and savvy Digital Marketing Specialist to join its team. We are a small and collaborative team of seasoned communicators who need a new team member with experience in the digital marketing field. The full-time Specialist will be responsible for executing digital and social media strategy for clients; managing social media accounts; creating content and audience growth on those accounts; building media and blogger outreach engagement strategies; executing paid media campaigns on social media platforms, as well as search platforms such as Google AdWords. Additional responsibilities include pitching stories to national and trade press; and writing press releases, articles, communications plans, press kits, and other materials to support the Gaia Group clients’ communications.

Position Activities

  • Plan and execute social media campaigns and tactical activity for a wide variety of clients, including:
    • Social media content creation and account management
    • Audience growth tactics
    • Paid social media advertising
    • Researching, tracking, analyzing and presenting account metrics
    • Connecting with social media influencers in the target areas
  • Write digital press releases based on client messaging and informed by a thorough understanding of blog and website interests in national and local markets
  • Conduct targeted outreach to writers and editors at local, statewide, regional and national news sites and blogs
  • Develop, monitor and manage Google Adwords campaigns for clients
  • Contribute — as needed — to other company initiatives, including business development
  • Report to Senior Digital Marketing Specialist

Desired Skills and Experience

  • Strong writing skills – press releases, media pitches, client communication, social media posts, news articles, case studies and byline stories
  • Time management/ability to handle multiple tasks
  • Self-motivated, yet open to direction and constructive feedback
  • Ability to communicate effectively with the press through telephone, e-mail and social media pitching
  • Strong previous internships and/or employment in digital marketing, communications, journalism or other related fields; 2-4 years of relevant experience (media, PR, corporate communications, internships)
  • Working knowledge of Microsoft Office (Adobe, Photoshop and InDesign a plus)
  • Undergraduate degree in Public Relations, Communications, Journalism, Media Studies, or related study
  • Possess a positive attitude that adds to the team and reflects back to the clients!

If you think you’re a good fit and are interested in learning more, we’d love to hear from you! Please email workwithus@gaiapr.com with a cover letter and current resume indicating why you’d be a great addition to our growing team. Position is full time and resides at our McLean, VA office. No recruiters please.

Senior Digital Marketing Specialist

Gaia Group is seeking a smart and savvy Senior Digital Marketing Specialist to join its team. We are a small and collaborative team of seasoned communicators who need a new team member with experience in the digital marketing field. The ideal candidate is a self-starter – able to thrive in our fun, but fast-paced and constantly changing atmosphere. The Senior Specialist will help develop digital and social media strategy for clients; manage social accounts; be responsible for content creation and audience growth on those accounts; build media and blogger outreach engagement strategies; execute paid media campaigns on social media platforms, as well as search platforms such as Google AdWords. The Senior Specialist will also be responsible for monitoring, tracking and analyzing quantitative results of digital engagement efforts; and creating content for blogs and other digital platforms as needed. The Senior Specialist will contribute to our growing digital marketing offerings and play a key role in helping influence the team’s direction going forward.

Position Activities

  • Manage social media content, social community management and management of social promotional/advertising activities, including:
    • Social media content creation and account management
    • Audience growth tactics
    • Paid social media advertising
    • Researching, tracking, analyzing and presenting account metrics
    • Connecting with social media influencers in the target areas
  • Daily, weekly or monthly discussions with clients to discuss goals, metrics and ideas
  • Write and edit digital press releases based on client messaging and informed by a thorough understanding of blog and website interests in national and local markets
  • Conduct targeted outreach to writers and editors at local, statewide, regional and national news sites and blogs
  • Develop, monitor and manage Google Adwords campaigns for clients, tweaking as needed
  • Contribute — as needed — to other company initiatives, including business development
  • Serve as day-to-day manager of 1-2 junior staff members

Desired Skills and Experience

  • Position requires 5-7 years of agency or consulting experience preferred
  • Top-notch email and phone presence and comfort discussing a wide range of media and communications topics
  • Excellent interpersonal communication skills
  • Ability to communicate effectively with co-workers and manage working relationships diplomatically
  • Solid organizational and time management skills
  • Ability to set priorities, multitask and meet deadlines in a fast-paced work setting
  • Excellent writing, proofreading and editing ability
  • Strong previous internships and/or employment in digital marketing, communications, journalism or other related fields
  • Working knowledge of Microsoft Office (Adobe, Photoshop and InDesign a plus)
  • Undergraduate degree in Public Relations, Communications, Journalism, Media Studies, or related study
  • Possess a positive attitude that adds to the team and reflects back to the clients!

If you think you’re a good fit and are interested in learning more, we’d love to hear from you! Please email workwithus@gaiapr.com with a cover letter and current resume indicating why you’d be a great addition to our growing team. Position is full time and resides at our McLean, VA office. No recruiters please.


The Connected Universe

You Don’t Know Jack 

By: Tori Montano

To kick off the New Year, we headed west to the Consumer Electronic Show (CES) along with thousands of gadget geeks and hungry media types. As the name clearly implies it, CES is all about consumer electronics: everything from phones to TVs to watches, cars and washing machines. Though, what we quickly found out after walking around the 2.2 million net square feet of floor space at the Las Vegas Convention Center, is how connected all these devices and appliances are about to become. To sum it up, we have three words – Internet of Things (#IoT).

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Now, IoT is not necessarily a new phenomenon, it’s been a big discussion of many previous CES shows. However, this is the first year we’ve seen this abstract concept applied concretely across a number of industry segments.

Up till now one of the only consumer IoT devices on the market, that the average consumer is remotely familiar with is the Nest Thermostat. This is about to change very quickly. As we immediately began to see at CES this year – connectivity is the wave of the future. A connected universe is right around the corner. Our refrigerator will be speaking to our dishwasher, which will be connected to our air conditioning and our cars and controlled from our mobile devices.

We saw this put into a real-life example at the AT&T Developer Summit, which took place the weekend before CES. Developers were asked to build the most innovative app from scratch in 48 hours. One team built an app that provided controlled access for guests arriving at your home. Think next generation Airbnb. Here’s a breakdown of how it works from the AT&T Developer blog: A guest signs up for their reservation. The host confirms the reservation, and the gust receives an invite to download the app on their phone. When the guest has arrived at the destination, their phone will unlock the door and send an alert to the host notifying them that the guest has arrived. The host can then control areas of the house that the guest can use, the lighting and different appliances available to the guest remotely from their wireless device. We thought it was pretty cool too.

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Though, the most intriguing thing at CES this year had to be around the connected car and it’s important role in this connected universe.  At a breakfast panel presented by FierceWireless we learned these smart cars, like the Mercedes S-Class sedan, use twice the amount of code as a 787 Dreamliner and will become our next connected devices. Automakers are hopeful the future will hold a seamless integration for our cars becoming our next favorite wireless device. This year Ford’s CEO said that the company is now “thinking of ourselves as a mobility company and not only a car and truck company.” What exactly does this mean? Automotive OEMs will begin to introduce technology that makes our cars smarter than ever before. Take for instance this scenario that was discussed at the panel, you’re driving home to your house – but instead of having to pull out your phone and turn on your Nest Thermostat to warm your house, your car will alert your Nest that you are driving home automatically because it knows the route you take home. But your car won’t stop there, it will also signal to your lights to turn on and your oven to preheat so you can start dinner as soon as you walk in the door.

To add to the excitement was the idea of the self-driving car, or Jack, as Audi called it. If we can go from LA to Las Vegas without a driver, it’s possible to imagine the future of cars and connections.  This was the best part of our experience – the abstract dropped away and the reality of IoT is exciting.  You don’t know Jack now, but you will and the future looks bright.

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Digital health update: Where are we now?

by Tori Montano

It’s no surprise that over the past few years there have been significant changes in the healthcare industry. Whether it’s policy changes, increased patient awareness or new technologies, the industry began to shift in 2013 and hasn’t slowed down yet.  As 2014 approached, thought leaders and publications tried to calculate where the industry would take us this year, and what trends would have the biggest impact.

Our favorite forecast came from InformationWeek, where Ken Terry, a freelance healthcare writer who specializes in health IT, predicted 9 digital health trends for 2014. His trends included, wearable monitors, smart sensors, telehealth, Google Glass v. Kinect, speech recognition, IBM Watson, M-Health apps, cloud-based EHRs, and HISPS.

As we head into the 4th quarter, we thought it would be interesting to check-in on these predictions. Out of the 9 trends, we focused on our three favorites, wearable monitors, telehealth and M-health Apps.

Wearable Monitors

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From the Nike Fuleband, to the Fitbit, to the Garmin FR70, and now – the long awaited iWatch, wearable monitors are the hottest ticket in town these days. According to the Consumer Electronics Association (CEA) consumer interest in purchasing a wearable monitor quadrupled from 3% in 2012 to 13% in 2013, so it’s no wonder that Terry thought these devices would continue to gather traction in 2014.Reportlinker.com defines wearable monitors as devices with sensors that detect and monitor changes in the body such as; smart watches, health monitors, fitness tracking devices, pedometers, etc.

While we’re still in the beginning of this trend, interest in these devices is increasing at a continuous rate and researchers estimate that this sector could be worth anywhere between 5 and 50 billion dollars by 2018. Though, critics of the devices agree that wearables need to bring value to users, be easy to use, and simply integrate with other devices in order to become an essential part of daily life.

We’ll have to check back with this trend at the end of the year to see what happens! Stay tuned.

Telehealth

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The next predicted trend of 2014 is Telehealth, which was revolutionized by the Department of Veteran Affairs. In 2012, nearly half a million veterans received care remotely. Kerry foresaw that this trend would transfer over to the private sector in 2014.

Although there are some major obstacles to overcome like cross-state licensing, 2014 has shown that Terry was accurate about telehealth. Many have attributed the success to private insurers, the Affordable Care Act and employers. This June, the American Medical Association announced their policy “for ensuring the appropriate coverage of and payment for telemedicine,” a major step in the right direction for the industry.  In addition to this, we have seen key players endorse the field such as large enterprises, the U.S. government and hospitals and doctors offices.

This is a trend we feel will continue to develop, saving patients time and money!

mHealth Apps

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The last trend we checked in on is mobile health apps! Terry explained that this trend could only take off in 2014 if there was an easy way to distinguish the mobile health apps from all the other tens of thousands apps.

Well, mobile health and fitness’s big moment is finally here. According to Flurry, at the halfway point in the year and there has been a 62% increase in the usage of health and fitness apps since January 2014. This number can be compared to the 33% increase in usage of the mobile app industry in general.

We think that this is just the beginning for mobile health apps. These applications have the potential to make patients more active in managing their health and being more informed!

What do you think? What have been your favorite digital healthcare trends of the year? 


In cleantech, should innovation be put on the back burner?

When will “Going Green” become the ONLY option…

by Hannah M. Avery

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Going green has taken the world by storm. Long gone are the days of Styrofoam coffee cups and plastic water bottles filling the trash can. Now thermoses made from recycled trash and reusable, eco-friendly coffee cups are a common household item as well as a fashion accessory in everyone’s hands.

We are all intrigued with the next big thing to hit whether that be solar, wind, or electric energy—the options seem to grow by the minute. In fact, a whopping 75 percent of American adults purchase green products, according to a recent study. Everyone wants to do their part to ensure that they are participating in the popular “go green” movement. Although it is great that people are fully on board with supporting energy efficiency, should this lifestyle be presented in a more organic, sensible way?

A recent blog post on GreenBiz.com, Why innovation isn’t always the answer in cleantech, poses a valid question to think about – is it more important for cleantech to be the hottest, newest innovation or is it more important for it to be seen as a realistic, mainstream preference?

Although the initial appeal of having ground breaking green technology lures consumers into participating in the action, it is a double edge sword. The point of creating eco-friendly products is not so that the consumer has a choice, but so the eco-friendly option becomes the norm that everyone accepts. Creating these efficient products should knock the other products right off the shelf. Although it’s wonderful to advertise LED light bulbs as a new, green technology, it is time they are the basic standard light bulb found in every home.

Here are 5 tips to help you become a savvy green shopper. Soon enough it won’t even occur to you that making simple switches is the “green” thing to do, but the right thing to do. More tips like these can be found on www.virginiaenergysense.org

  1. Replace your incandescent light bulbs with LED lights to use 75% less energy.
  2. Look for the “ENERGY Star” label when purchasing home appliances to ensure that they meet the guidelines set by the U.S. Environmental Protection Agency and the U.S. Department of Energy.
  3. Look for the “WaterSense” label when purchasing water-efficient fixtures and appliances to ensure that they are certified by the EPA, and are high performance appliances.
  4. Remember to avoid “greenwashing” – companies often package a product to make it seem organic, natural and eco-friendly but look for the green label so you are not just appealing to the packaging.
  5. Check out http://www.buygreen.com/ to verify that the products you buy are eco-friendly.

Innovation is a great thing —if someone invents a car that runs on grass clippings, by all means, make it the new must-have item. However, when it comes to everyday appliances and habits, we believe some things should just be automatic!

 


Lessons Learned from the Gaia Gals

by Hannah M. Avery

I vividly remember the rainy day that I locked myself away in my college campus library, determined to find an internship for the summer. Although initially I was looking for any internship that would take me, I soon realized that “any internship” was not going to cut it.

I wasn’t interested in having an internship just to slap down on my resume and forget about once summer ended. I wanted to walk away with experience and passion for the public relations field.  When I came across Gaia Group’s webpage and read through a previous intern’s blog post (ironic, huh?) I knew I had found a wonderful agency.

Although I am a Public Relations major at school, being engulfed into the profession proved to be totally different from studying the material in a textbook. I am so thankful that I found Gaia Group and was blessed with the opportunity to intern here for a short summer. I have learned so much more than I thought I could acquire from an internship – not only did I discover key aspects of the Public Relations and Marketing world, but I also learned the building blocks of a great business.

It only seems logical that now write a blog post to commemorate my time here at Gaia Group. I’ve compiled a list of lessons and tips learned along the journey of interning this summer.

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Culture is everything

One of the main reasons I loved coming to work every day was because of the people who surrounded me. Not only was the Gaia team welcoming, funny and all around amazing, but they were also great role models for the type of person I want to be later on in my business career. Having genuine, admirable people surround you at the office definitely adds to a positive work experience

It’s important to be passionate about what you are doing

I saw firsthand the dedication and drive that went into each and every one of their clients. Every detail from research to pitches to press releases was handled with extreme care. I could tell that what they were doing at work meant a lot to them, and that they strived for the best for their clients.

It’s okay to ask questions

It sounds like something that an elementary school teacher would say, but it is all too true. Everyone is afraid to ask unnecessary questions. It’s because we are human. Who would have thought, right? While you don’t want to be that person always barging into your coworker’s office and asking questions that you could have easily figured out yourself, you definitely don’t want to do an assignment completely wrong when you could have just clarified a few points. I learned that balance while at Gaia Group, and I know this will benefit me in the future.

Stay informed

When I first started interning at Gaia Group, I was not too familiar with digital or clean technology, but now I am coming away with a lot more knowledge and passion for a topic that was unfamiliar to me just a few months ago. You can love your job all you want but if you aren’t interested in the research behind the scenes, then you probably aren’t going to stay on top of the news, and sadly won’t be very much help. It takes a little bit of time to get used to the lingo, it will benefit you in the long run.

Organization is key

Make sure you keep your email inbox clean and answer emails as you get them. Gaia Group kindly provided me with my very own red initialed notebook that I wrote down everything I needed to remember for the day (and also so I could cross it off my to-do list. Come on, it’s the best part!)

Although I sadly have to make my way back to school, I am excited to go into my classes with the knowledge I have gained this summer. Thank you Gaia Group for giving me such a wonderful first experience in the industry!

 

 


Living in The Moment or Remembering The Moment

4 Steps To Making Sure Social Media Doesn’t Take Over Your Travels

by Hannah M. Avery

A crimson sunset gracefully sets on the Italian Riviera. You close your eyes and hear the waves crashing on dock, breathe in the salty air and take a mental note to remember this moment for a lifetime. Sounds pretty spectacular, right? Most of the time, mental moments like this don’t happen. Whenever there is a breathtaking sight, you can bet someone is going to pull out their phones to capture the experience. Somehow the organic element of “living in the moment” is gone as soon as someone sends a Snapchat or “checks-in” on Foursquare.

Social media is a powerful tool that can be used to capture, share, and express yourself in the environment around you. After all, what is the one thing that everyone tells you before you travel? “Take lots of pictures for me!” Traveling is more than experiencing, but also to bringing back pieces of the world to share with others. Whether that be in pictures, Instagram updates, Facebook posts, or even tweets – staying connected with home while traveling is always important.

So what is a respectable balance between living in the moment and having tangible proof and memories of your visit? Here are four tips to keep you connected; yet free from the addictive grasp that social media has on most of us.Capture 2

 

 

 

 

 

 

You see them everywhere—the extreme addicts who would rather go to a fast food restaurant with Wi-Fi than have a scenic picnic on the beach. At least you can Instagram the French fries, right? According to mediabistro.com, around 70% of travelers updated their Facebook status while they were on vacation. Although it is great to stay up-to-date with news, emails and keep up with friends and family, there comes a time when you need to put down the phone and live a little bit.

2. Capture the moment and then put it away

I personally love taking picture wherever I travel. There is no better way to embrace your inner tourist than with a camera in hand. Even if the photo isn’t spectacular, it is wonderful to be able to look back and remember my days through a diary of photos. Strangely enough, most times the photos I liked the best were ones where I wasn’t trying to be Picasso and create a masterpiece, but just simple snapshots throughout my day.

Take photos, gather memories – but look at them when you get home. Small changes like taking your phone off the table during dinner make a huge difference. Don’t spend all evening discretely (or not so discretely) checking Facebook to see how many likes you get on your photo.

3. Stay in touch

Take the time to send a quick postcard or letter to those you love. Although you are out experiencing new sights, tastes and sounds – the rest of you family and friends are left wishing they could be with you and wondering what you are doing on the other side of the world.

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Anyone can send a text, but it takes thought and planning to send something hand written. Sitting down with a pen in hand to write a personal message is an alien concept to many – don’t fall into this category! Even if you just send a couple sentences, it will mean so much to the lucky person receiving your card. As John Diaz from the San Francisco Chronicle pointed out, “Neither a thousand tweets nor an e-mail of any length can quite match the power or poignancy of a handwritten letter.”

4. Take time to reflect

Capture photos and videos. Describe your experiences to family and friends. But if you don’t take some time for yourself to absorb the experiences in your mind, then what are they really worth? Try going for walks or writing in a journal to unblock your thoughts from the hustle and bustle of a busy day.

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How Major Brands are Adding Snapchat to Their Arsenal

by Tori Montano, Associate

As mobile apps such as Twitter, Vine and Instagram are changing the way marketers think – how does the rising popularity of Snapchat fit into the picture? While big brands utilize Snapchat to reach a younger demographic, what does it take for a smaller business to be successful in the medium? Let’s start with step one…

What exactly is Snapchat?
For those of you who are not aware of the company that turned down $3 Billion from Facebook in November 2013, Snapchat, is a photo-messaging app used to send photos to friends that vanish 10 seconds after opening. Last October Snapchat rolled out a feature called Stories, which allows users to string together photos and videos to a feed for 24 hours before it disappears.

Snapchat is extremely popular among millennials, which many attribute to the privacy and lack of long-term history feature that the app offers. Snapchat allows users to send pictures without having to worry about who sees them or  if the pictures will show up somewhere else later.

Fast Facts:
• Snapchat has an estimated 26 million active users in the U.S.
• About 400 million snaps (photos and videos) are sent a day
• The core audience on Snapchat is ages 13-25
• 70% of Snapchat users are women

Four Easy Steps for Integrating Snapchat into Your Marketing Plan
Since late 2013 many brands have begun incorporating Snapchat into their social strategies. Among the list of active users are consumer-brands such as, McDonald’s, Taco Bell, Audi, Acura, FreePeople and PacSun. The beauty of Snapchat is it’s truly a free platform that allows companies to engage on a more personal level with fans and followers. Here’s a simple Snapchat plan that anyone can follow.

There are four simple steps to use Snapchat in your next campaign:

  1. Engage followers on existing social network
    Cross-promotion across multiple platforms is key when adding a new channel to your current marketing plan. McDonald’s began promoting their Snapchat platform with teaser pictures on both their Twitter and Facebook pages to engage current followers.mc1
  2. Provide exclusive access and content for Snapchat friends
    Now that you’ve promoted your Snapchat page, it is important to give users an incentive to add you! One of the biggest challenges Snapchat presents is getting users to take the action to add search and add a company. Here’s a simple way that Seventeen Magazine addressed these issues by offering exclusive content to their fans.twit
  3. Introduce a new product or raise awareness
    Since Snapchat Stories only last 24 hours, companies can keep users interested with an enticing video or contest. The World Wildlife Fund (WWF) in Turkey and Denmark implemented a campaign to raise awareness about endangered and threatened species. Users are being asked to screenshot these “selfies” and share them on their own accounts and across social media.Grey Panda LastSelfie
  4. Request an action from Snapchat fans
    One of Snapchat’s biggest criticisms is that it doesn’t have the same high-level analytics and measurement tools as other social platforms. To counteract this problem you can ask your users to complete an action and monitor whether that action happened in a 24-hour period. At the end of one of McDonald’s Snapchat Stories they asked fans to follow them on Twitter!mcd

Other Ways Brands are Using Snap Chat (& You Can Too!):
• Introduce a new product
• Sending one-on-one Snapchats
• Send reminders
• Reward audience for engaging with your brand
• Go behind-the-scenes
• Offer Exclusivity
• Provide Discounts
• Host Contests

Do you think Snapchat is a good tool to help support your social campaigns? Let us know how you plan to use it!