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May

5

2017

8 Snapchat Mistakes to Avoid (and How to Fix Them)

Published by in category Daily, featured-1, Social Media | Comments are closed

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Do you ever find yourself mindlessly scrolling on your phone — just tapping away at your various apps to see what’s going on?

It’s my go-to method for killing time when I’m commuting or waiting for my TV show to return from a commercial break. And I’ve found that when I’m bored, I’m more likely to breeze through the content I’m consuming without really looking at it. Do you know the feeling?

The name of the game when it comes to producing exceptional content on social media is to be eye-catching. Literally — your content needs to jump out from busy social media feeds to make me stop my scrolling and read, watch, or click on it.

To that end, we wanted to help you learn from mistakes we’ve seen on Snapchat that don’t make us want to click to learn more. Read on for common problems — and solutions — for making your Snapchat Stories as compelling and clickable as possible.

8 Snapchat Mistakes You Might Be Making

1) Your Stories are too long.

The problem: Your Story is made up of too many images and videos.

The solution: Keep your Story to 10 Snaps or fewer, and make them impactful.

Clicking is hard work.

Well, it’s not exactly grueling labor, but Snapchat users don’t want to spend a ton of time clicking through a myriad of Snaps to get to the meat of what you’re trying to communicate. If your message can’t be quickly told, it doesn’t mean it’s not an important message — it just might not be the best fit for an ephemeral Snapchat Story.

Here’s a Snapchat Story from Netflix (@netflix). It’s made up of 10 Snaps that effectively tell a story without taking too long or boring the viewer:

2) Your Stories are too short.

The problem: Your Story is so short as to be uninformative.

The solution: Make sure your stories have enough context to make sense.

Don’t go overboard with being concise, either. Make sure you’re posting enough Snaps that your Story is just that — a clear narrative. Use text, emojis, and narration to provide context for the viewer so your Story is memorable and helpful. 

Here’s an example of a short and sweet Snapchat Story from the United States White House (@whitehouse). The Story is only made up of two Snaps, but text and filters provide enough context for the viewer:

3) You post Stories too frequently.

The problem: You’re posting Snapchat Stories too often.

The solution: Post more impactful Stories at a lower frequency, and spread out Snaps throughout the day.

All social media platforms are different, and you should post on them differently. What works on Twitter won’t work exactly the same on Snapchat, and we recommend that you plan to post only once or twice per week on Snapchat.

Additionally, the more recently you’ve posted a Snap to your Story, the higher your brand’s name sits on the “Recent Updates” list. So when you plan out your Snaps for a Story, don’t post them all at once. Spread them out over the course of the day so absentminded scrollers (like me) see your brand’s name at the top of their feed whenever they log in.

4) Your Stories offer no way to engage.

The problem: Your Snapchat Story doesn’t include a call-to-action.

The solution: Include prompts to reply, take a screenshot, or visit a website.

If you’re using Snapchat for a brand, make sure there’s a call-to-action for your viewer to drive your goals. We suggest asking viewers to interact from within the Snapchat app by replying to Snaps, screenshotting images, or tuning in for more news at a later time. You can drive viewers to your website by asking them to screenshot a URL, too. Just check out this example from NASA on Snapchat (@nasa) that drivers viewers to its website:

5) Your Stories are too similar.

The problem: All of your Stories features the same people or themes.

The solution: Source content from other team members, and brainstorm creative one-off events to keep your Stories unique.

We know it’s hard to spice up your Snapchat Stories if you’re a one-person social media team. To help diversify your content and keep intriguing your visitors, invite your team members to submit pictures and ideas, and ask other people to “host” Snapchat Stories from time to time. You can plan out unique content for company events or social media holidays, too.

6) Your Snaps aren’t creative.

The problem: Your Stories are simply point-and-shoot images.

The solution: Use drawings, stickers, emojis, filters, and lenses.

Snapchat is far too fun to keep things simple. Instead of just shooting and posting raw photos and videos, make sure to explore the different creative features to make your content more unique.

Use creative features in moderation, and don’t go too overboard. Geofilters, emojis, and lenses are fun ways to make a selfie more interesting, add context to a Snap, or to show the lighter side of your brand’s personality. Just look at how Refinery29 (@refinery29) does this with emojis and drawings in its Snapchat Story interview:

7) Your Stories require sound.

The problem: Viewers have to turn up the volume to get the message of your Stories.

The solution: Use text and writing so videos can be consumed with or without sound.

Most videos on social media are watched while users are scrolling through their feeds, where videos auto-play on mute unless the user clicks to turn up the volume.

What does this mean? Your videos on Snapchat must be compelling and communicative, even without sound. Use captions, doodling, emojis, and filters to make your images say 1,000 words — without your followers needing to plug in headphones. If you need lots of text or narration to get your point across, that doesn’t mean it’s a bad story — it just might not be the best fit for Snapchat. Consider a post on another text-based social media platform, like Facebook or Twitter, instead.

Here’s an example of a thorough Snapchat Story from Sephora (@sephora). It’s narrated if you turn up the volume, but viewers still get all of the information they need just from watching:

8) You aren’t recording important Story metrics.

The problem: You’re only recording Story views and screenshots

The solution: Track Story clickthrough rates to analyze how viewers like your Snaps.

Snapchat’s analytics leave something to be desired for marketers wanting to track growth and engagement. As it is now, marketers can only track the number of story views and screenshots their Snapchat Stories earn, and these numbers must be recorded manually within the 24 hours before a Story disappears.

Another valuable metric that isn’t as self-evident? Story clickthrough rate change.

If you post a Snapchat Story made up of 10 separate Snaps, analyze how many views your first Snap received compared to your last Snap. If the number of views drops over the course of your entire Story, that’s a sign followers are tapping through the first or second Snaps — and then navigating away.

You can roughly calculate this by subtracting your last Snap’s number of views from your first Snap’s number of views. So for example, if your first Snap earned 100 views, and your final Snap only earned 80 views, your clickthrough rate declined by 20%.

Analyzing this, in addition to your number of views and other engagements, will give you an idea of who’s watching your Stories from start to finish. If you observe a lot of dropoff between your first and last Snaps, that’s a sign you need to experiment with shorter Stories or different content to keep followers paying attention.

Happy Snapping

These are just a few ideas for how to create compelling and engaging Snapchat Stories for your brand. We suggest referring back to tip #3 often and analyzing how your followers engage with your content. If you aren’t getting many screenshots or clickthroughs, your Snaps could be falling victim to people like me — the mindless tappers.

For more ideas on how to create engaging Snapchat Stories for your audience, read our Snapchat for business guide, and learn more from our experts in the video below:

What are your hard and fast rules for brand Snapchat Stories? Share with us in the comments below.

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May

5

2017

The Best Schedules for Productivity (No Matter What Time You Wake Up)

Published by in category Daily, IGSS, productivity | Comments are closed

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If you’re a lover of sleeping in and staying up late like I am, titles such as the ones below might stress you out.

“The Morning Habits of 5 Fortune 500 CEOs”

“Why These Startup Founders Swear by Exercising in the Morning”

“Train Yourself to Be a Morning Person”

Download our complete guide here for more tips on improving your productivity.

To all the early birds out there, I salute and admire you — I simply can’t fathom the idea of waking up before sunrise. A lot of content about productivity and scheduling espouses the importance of getting up early, but an early alarm isn’t the only way to get things done.

Whether you wake up early or like to sleep in, the key is to schedule your tasks accordingly. You won’t see benefits from waking up early to exercise if you haven’t slept enough, and your evening routine will influence how early you’re able to get to bed. Syracuse University created the schedules below to optimize your day for productivity, whether you wake up at the crack of dawn or like to hit snooze a few times. Try them out, and see if they help you have a more productive — and restful — day.

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Source: Communications@Syracuse

Productivity Guide

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May

5

2017

The Responsibility of Advertising and PR to the General Public in 2017

Published by in category marketing agency | Comments are closed

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There’s been a lot of talk recently about the responsibility of journalists to tell the truth.

However, there seems to be one part of the news-making equation that has so far been given a free pass, and that’s the information provided to newsrooms by PR.

Due to cutbacks in journalism, and the demands of the new media environment we live in, short staffed newsrooms are tasked to produce high quantities of content every day. Some are even faced with unprecedented output quotas to compensate for the newly diminished workforce.

Something has to give in this scenario, which means an increasing percentage of journalistic output is reliant on the information fed through by PR.

According to the PR Census 2016, the PR industry employs 83,000 people in the UK. In comparison, a Labour Force Survey released in June 2015 discovered that 64,000 people were involved in a job role concerned with journalism (e.g. editor, reporter etc.). That’s a big difference, so perhaps it’s time we started talking about the responsibility those working in PR and advertising have to the general public.

This responsibility is one taken seriously by the vast majority of PR professionals. David Woodward is a former journalist who is currently a strategy director at Weber Shandwick, one of the world’s leading public relation firms. He is acutely aware of the situation PR currently finds itself in.

Our business is founded upon relationships with a free press. Professional journalists rely on us to tell them the truth, and in turn share that information with audiences who hold all of us accountable. Increasingly, we are also content creators ourselves. Of course, branded content is not journalism. But we must never deceive and always be completely accurate in what we say and advise our clients to say.

In an industry which has the sole purpose of spreading the good word about a client, towing the ethical line when pitching to journalists has been a stumbling point for a selection of brands throughout history.

This needs to stop. As an industry we need to ensure a certain code of ethics is adhered to. And while agencies are bound to the rules of bodies such as the PRCA, legislation shouldn’t be the only thing stopping false claims getting out into the world.

Here are three ethical pillars of public relations and advertising professionals — that under no circumstances should be breached. It’s a steadfast list, which leaves the door open for the odd superlative here and there. After all, we are in the business of marketing.

1) Tell The (Whole) Truth

This is the over-arching theme for this entire post, so to include it as a separate point might appear redundant. However, I believe it’s an area worth indulging in. As does Becky Merchant, an account manager at the Stand Agency in London.

It is the responsibility of Public Relations practitioners to ensure that all their communications are accurate and they offer truthful and insightful stories to cover. While organizations no doubt have to be more transparent these days, 2017 is no different from other years; it’ll always be the responsibility of PR to represent clients in an accurate and honest way.

While accuracy and honesty might have been the responsibility of PR ever since Edward Bernays set up shop in New York City back in 1919, it’s certainly the case that things have come in leaps and bounds since then. Take the 1940s for example, a time where claims like the one below were allowed to go out in front of millions without being questioned …

Camel Ad Image via AdAge

Camel cigarettes actually ran with this slogan for eight years, and it was even featured as an advert in the American Medical Associations official journal. It will come as no surprise to learn that the recent nationwide survey was carried out by an agency who had supplied said physicians with cartons of camel cigarettes just days earlier.

While it’s tempting to look back and laugh, it’s worth reminding ourselves that these practices are still happening today for example …

Screen Shot 2017-05-02 at 2.43.58 PM.png
Image Credit: Apple

Yes, the iPhone 3G courted controversy when the announcement press release read like this…

Just one year after launching the iPhone, we’re launching the new iPhone 3G that is twice as fast at half the price.

Neither of these claims turned out to be true, and when consumers decided to complain, the matter went to court. Apple’s lawyers responded with a less than solid defense

No reasonable person in the plaintiff’s position could have reasonably relied on or misunderstood Apple’s statements as claims of fact.

Arguing that consumers shouldn’t believe their own marketing messages is probably the exact opposite of what you should be doing. As you would expect, this bonkers reaction generated a lot of negative coverage across the media. The whole thing could have been avoided through a bit more honesty from the get go.

2) Don’t Misrepresent Statistics 

As the previous point touched on above, calling something a nationwide survey — when It really isn’t — is bad form. Besides the fact that journalists will probably ask for at least some documentation to back up your claims, lying about the public’s perception of certain issues is just not cricket.

When it comes to sharing internal statistics or survey results, there really is no excuse for anything but the cold hard facts.

Here are a few golden rules to stick to when carrying out your next piece of market research.

  •  If you’re commissioning a survey through a third party, ensure they adhere to the market research societies code of conduct, these are based upon the ESOMAR principles.
  • For UK wide surveys, a pool of 1,000 respondents is the minimum response rate to be considered usable by most media publications. Of course, the more comprehensive the research the better, and the number should certainly be higher when tackling serious topics.
  • The statistics need to be 100% accurate. Manipulating data in order to support your message or branding will inevitably blow up in your face. Just ask Volkswagen …

Image credit: Fortune Magazine

 Around 10.5 million Volkswagen cars worldwide were sold under the pretense that they were fitted with a ‘ground-breaking clean diesel’ engine … that never actually existed. In September 2015 it was revealed that in fact these vehicles were emitting 40 times the level of emissions they said they were.

Civil suits could inflict Volkswagen with an excess of $45 billion in fines, and the company’s reputation has been almost irreversibly tarnished. And let’s not forget about the environmental impact of all this.

While manipulating data led to more green-thinking consumers purchasing a Volkswagen in the short term, it has put a big question mark over the future of the company in the long term. Now that’s what I call bad PR.

3) Be Thorough 

Contrary to what you might think after reading this article, not all misinformation is down to PR. Some of it is down to a message being misconstrued by journalists.

A hastily put together press release which is not clear can be just as damaging as one that is full of bare faced lies.

As explained earlier in this blog, the pressure on journalists in 2017 is astronomical, meaning the time dedicated to sub-editing copy is at a minimum. This means mistakes are more likely to get through unless your press release is clear and concise. If it’s not, you run the risk of being ignored completely, or your message being lost in the final story.

To avoid these outcomes, you need to be competent on the fundamentals, and it’s always handy to brush up on these in an industry that moves at a thousand miles an hour.

  • Keep your messaging clear. If a journalist doesn’t know what the news hook is within the first two lines, you haven’t done this.
  • Your copy must be spot on grammatically. Because this isnt’ acceptabel.
  • Your information must be correct. (See points 1 and 2)
  • If you’ve included a contact for journalists to follow up with, make sure they are available to talk to. The line “XXXX was unavailable for comment” never looks good.
  • Be prepared. Brush up your knowledge on the publication you’re pitching to, and always have additional information and imagery on hand, just in case.

The Rewards

Brands being open and honest with the public is proven to be the most important thing to consumers time and time again. An industry survey conducted by Cohn & Wolfe in 2014 stated that the number one behavior people demanded from brands was “to communicate honestly about products and services.”

In 2015 a survey revealed that 85% of people were more likely to support brands that are open and honest. And just last year, a survey by Label Insight found that 94% of consumers said transparency from brands and manufacturers was important and impacts their purchasing habits.

So with that in mind, how can an open and honest PR and Marketing agenda reward your brand?

You’re doing your bit for journalists, and stemming the tide of fake news.

This is not just good news for society as a whole, but will result in better relationships within the media – leading to increased coverage of open and honest stories.

Customers will appreciate your transparency, and be more inclined to buy into your marketing and use your services.

The stats don’t lie. And while this is easier said than done in a world of shareholders, quotas and deadlines, companies who strive to stick to a core principle of ethical responsibility will reap the rewards.

You stay out of trouble!

The less time spent in the courtroom the better.

It’s a cut throat world out there, where companies with the best marketing thrive and the rest settle just to survive, if they can even do that. And while journalists and bodies like the Advertising Standards Agency  and the PRCA are in place to protect the public from spurious claims, it’s vital that individuals assess the ethics workload and ensure the information the public is exposed to is legitimate. 

I’ll give Weber Shandwick’s Woodward the final word on the responsibility of PR…

“The top line is this: we help organisations manage and protect their reputations, either through what they say or what they do. When fake news damages or harms reputations and breaks the public’s trust, we will take steps to undo the damage by insisting on truthful reporting. We have to hold our partners and vendors to the same high standards. We won’t intentionally do business with any business that deliberately traffics in fake news or distributes content to fake news sites.”

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