Ask Auntie Social: What approach should I take to Snapchat for my business?
The incredible story of Sober Lane Dublin and their Snap Chat success in recruiting new staff on this platform was a notable success - their approach went viral with nearly 3,000 people applying for a position. The story appeared on Time, Tech Crunch, ABC and CNBC news. In part, the reason why this story was a huge success is that Snapchat worked as a great recruiting tool for a pub, where you only have a precious few seconds to make a good impression.
In today’s business landscape your organisation has the same short time span. With so much competition among contending organisations, it can be hard to get noticed. Equally when you do capture attention, making a great impression is absolutely crucial if a company is to capitalise on a prime opportunity to engage a customer and build brand salience.
When looking at Snapchat as a tool to grow your business, we need to move beyond looking at what is the immediate return on investment when we post.
The emphasis should be on the longer term investment of building loyalty and trust. Social media guru Ted Ruben highlights that the longer lifetime value of the customer positively correlates with the average order value (AOV) which results in a great frequency of purchase.
To illustrate this point further, he states “expectations [regarding social media for business] are being set up in the wrong way…. People are being sold on social as a place to generate leads, but it’s really a place to build loyalty, answer customer service questions and to build a community.”
Gartner conducted a study to show that in 2016 the customer experience will either enhance or weaken a customer’s preference, loyalty and advocacy for a brand. For businesses, Snapchat is a useful tool to help engage with customers and, in turn, influence their preferences and brand loyalty.
Ted Rebuen’s words lend an alternative perspective to the attitude we take to Snapchat as a mechanism for growing business. It is a medium to engage, keep customers entertained, perhaps inform with knowledge they require and make them laugh (appropriately of course). When looking at your business approach to Snapchat, focus on what your business story is. Snapchat is a fantastic medium enabling businesses to connect with followers thorough the powerful tool of storytelling. Think of those simple childhood stories and the warm feeling of being a part of the adventure, believing in the characters and wondering what will happen next.
Snapchat is as an outlet for making a great impression to those who matter - your customers. The very people you want to bring along your business journey as it grows, develops and flourishes, making them feel a part of your story.
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