Tag Archives: texting

Snapchat Marketing: Doing What?

In the last 1-2 years we’ve seen a trend of complimenting brands who are “rocking” Snapchat and other relatively new one-to-one social messaging apps. (I prefer Allison Steele’s term: attention deficit content creation platforms.)

After 5-10 years of oversharing, narcissism, and selfie culture resulting in enough privacy backlashes, firings, and divorces, many users are crunching inwards toward more private communication. Brands automatically assuming they belong in this new crop of apps is a me-too mistake, the result of too much demand for rapid reaction.

Taco Bell Snapchat screenshot #DoingStuff
Taco Bell uses Snapchat to let fans know about new products.

Where is the data indicating that Taco Bell, McDonald’s, General Electric, Heineken, the New Orleans Saints, 16 Handles, etc. are successful on Snapchat?

Brands on Snapchat hope to reach Millennials (those born in roughly the early 1980s to the early 2000s). Targeting a demo whose childhoods were filled with every-loser-gets-a-trophy-for-showing-up has translated to brands showing up – without even keeping score – being considered winners.
Ladybugs movie soccer

You can’t measure engagement within Snapchat.

A snap can’t benefit from the interaction of a Like, retweet, favorite, or share. Brands get more buzz off the flowery Mashable campaign coverage written by AYSO trophy-saturated writers who continually fail to proofread (a symptom of “A for effort”? – this is too easy). I’ve personally seen brand impressions from articles lauding the “organic/intimate/forward-thinking/risk-taking” efforts of marketers and their agencies for experimentation with Snapchat, Vine, etc. worth more than any fleeting impact the disappearing content may have on consumers. Not only do the messages disappear, the attention span of their target user base is the shortest on the planet.

Resources devoted to Snapchat when your other social ducks are anemic makes good linkbait when we’re all tired of hearing about the reach woes of Facebook and ineffective YouTube pre-roll. Instead of fixing problems on platforms with better tracking, targeting, reach, and content longevity, it’s easier and more fun to make stop motion videos. Now, Snapchat’s 32.9% penetration among 18-34 year-olds should not be ignored. And if you want to reach 18-25 year-olds with exclusive content – things like limited time coupons, flash sales, and behind-the-scenes footage – I see the draw. But where is the yardstick?

Lastly, we all know what Snapchat is for. Do you really want a brand’s snap next to your sext? The proximity alone should cause a panic attack.

Andrew Cunningham at HUGE wrote a nice summary of considerations if you choose to market with Snapchat. I am not saying avoid it: I’m saying stop handing out trophies for showing up at try-outs.

About Snapchat:

It’s a mobile messaging app that allows users to share photos and videos that disappear after a short time once the recipient opens the message (after 1-10 seconds or 24 hours for Stories). As of July 2014, users were sending 700 million photo messages each day, up from 400 million in October 2013.
Source: statista.com

Texting During Dinner: Multitasking, FOMO, and Smartphone Etiquette

Emily PostSocial etiquette is becoming murkier everyday. Half of all adult Americans now own either a smartphone or tablet, and one-third use their mobile devices to view news stories and video clips at least weekly. –Half of U.S. adults own a smartphone or tablet, 2012 Pew survey Everybody’s on the phone. But they’re not just talking on the phone.

Instead of reiterating the obvious, I will dive into the implications for IRL interactions.

Cultural mores dictate certain things you shouldn’t do because they’re rude. And usually there are exceptions to these rules. Common sense used to suffice in this realm. Mobile technology has introduced a host of new implicit rules and exceptions, not to mention the generational divide over what’s considered rude. The key is whether the other person knows you have an exception (assuming they care or loosely adhere to the following). Common scenarios:

Bad Tech Behavior Exception Caveat/Details
Texting during a meal/date/outing Texting a friend who is on the way/lost/running late. Instagram can be fine if the other person gets it or joins in Instagramming the fire hydrant or heart-shaped coffee froth. Mention to present company that the other party is the person you’re texting. Generally, just give your undivided attention to the other person.
Using your phone while watching/listening to a presentation or speech Taking notes; taking a non-flash photo of the speaker/event; tweeting about the presentation Even if you’re just notetaking on your phone (and do use Evernote), it would look better to use a tablet, seemingly more public and when so, associated with single tasks like notetaking, whereas a phone screen is smaller, thus less conducive to notetaking and more private. Phone is better at hiding your potential bad tech behaviors. Ongoing tweeting is acceptable if the presentation is meant to be live tweeted- definitely if the event has a hashtag. But try and look up.
Texting, web search, or checking Facebook while on a date Showing something on Facebook that is relevant to the conversation. Googling/texting a mutual burning question to an authority. If you want to get away with any of these behaviors undetected, do not post anything. The person may now be or may end up your Facebook friend. A simple calendar check would let them put two and two together: you were multitasking them, as in digitally double-booking them.
Forgetting to turn your phone on silent or vibrate in the movies or at a meeting Movie theatre: no exception. Meeting: Vibrate is acceptable if expecting an important call or email but only if the phone is in your lap, pocket, or purse — not on the table. In a meeting where others are aware (and better yet, mutually affected by the outcome) of your expected call or email or text, vibrate mode on the table is fine.




 You know who you are.

I don’t want to be always on. I want to be in the moment even when the moment is paused for a bathroom break. It’s part of the bigger picture: we need to silence our FOMO (Fear Of Missing Out). Multitasking is addictive because it produces dopamine. We instinctually want to multitask because the big DA is a powerful reward-based neurotransmitter. It’s what makes cocaine and methamphetamines such fun. We bathe in dopamine for that neurological reward and in order to supposedly maximize our experience of all the available technology. But digital stress on the brain from multitasking makes us perform worse. We really can’t handle more than two tasks at once. We really should focus on the main task at hand: each other.

Alamo Drafthouse Case Study: Angry Tweets on Private Steroids CRM

Whoever runs marketing at Alamo Drafthouse cinema in Austin, TX is a CRM rockstar. This video is fantastic: Listen to a real recording of one angry customer’s voicemail left for Alamo. It’s a Twitter complaint on private steroids. (Well, it’s not private anymore.) Maybe marketers should be grateful that Twitter only allows 140 characters of a diatribe like this. (Warning: video contains some profane language, NSFW):

Alamo phone girl’s audio complaint brings to life who is really behind so many of the potentially devastating online grievances that customers haphazardly hashtag and hurl. Many online brand bashers are (unfairly) disgruntled customers reveling in their newfound bitching megaphones: social media. But if your brand can turn it around, you win: Why a Negative Review Might Not Be So Bad After All.

angry customer sour faceIt’s easier than ever to find product or service reviews. But remember, now that we’re all publishers of content, some individuals suffer from an exaggerated sense of entitlement and they’re shouting with their tails between their legs. Our brains are wired to be defensive. (I.e., if you don’t read the fine print or follow the rules and then you suffer the consequences, don’t blame the brand; just avoid its unacceptable product or service in the first place.) Alamo Drafthouse spun this negative situation into a free, funny advertisement that reinforces their brand and strengthens their community.