Harnessing The Power of: Snapchat, Periscope, and Live Streaming Opportunities Ephemeral Platforms- What Makes Them Important?
2 UNICEF Launches Our Snapchat Account in April of 2015
How we decided to launch it- For the 1 Year Anniversary of #BringBackOurGirls Focusing on the 800,000 children displaced due to conflict in the region. Switched hashtag to #BringBackOurChildhood Harnessing the power of major Snapchat influencers to support our efforts. Collaborating closely with 4 offices in the West and Central Africa Region to generate photos from children of what they missed most due to displacement.
3 Drawings From Children Of What They Missed Most From Home
4 Influencer Integration
‘Shonduras’ is the influencer we partnered with to launch our Snapchat campaign. Shonduras hosted the campaign on his personal website, asking his fans to draw what they would miss the most…. Etc. One of the most followed influencers on Snapchat. Also engaging across all channels.
5 Influencer Performance
‘Shonduras’ Snapchat Shonduras created his own content announcing the #BringBackOurChildhood campaign and the launch of the UNICEF Snapchat handle.
From 12 April to 13 April, the first Snapchat Story by Shonduras had 95.3k views.
Shonduras (Influencer) Snapchat Story Views 6 User-Generated Content
As of Wednesday 15 April, users had submitted ~150 drawings and recreations of drawings, sharing what they would miss the most if they were far away from home.
Many were via Snapchat, and others via Twitter and Instagram.
Gorkana Monitoring 7 #BBOC Tumblr
The #BringBackOurChildhood Tumblr page was the campaign’s content engagement hub. It’s primary purpose is to showcase children’s drawings, as well as feature both influencer and user- generated drawings from the web.
Users also learn about the campaign and how to participate on Snapchat, Twitter or Instagram. Traffic is also driving to complementary content, such as YouTube videos, Medium and the UNICEF Blog.
From 12 April to 16 April, the Tumblr had 1,900 visitors, spending ~1min on the site on average.
Tumblr Analytics / Google Insights 8 Example of Drawing Recreations From Snapchat Influencers
As the channel was new, we wanted to ensure we had other influencers helping get the word out beyond UNICEF and Shonduras’s audience. We had 5 in total generate their own: stories, drawings, and a prompt to visit UNICEF’s Snapchat account. Once at the UNICEF Snapchat account, an expertly crafted story would be waiting for them.
9 Each Story UNICEF Generated Had a Different Theme
A week’s worth of stories were created on UNICEF’s Snapchat account. Each story had different themes and included: photos from the ground of children, video clips showing their lives, and utilized key messages.
10 UNICEF Snapchat Performance
UNICEF Snapchat On Snapchat, videos require a user to keep their finger on the screen to view, otherwise the video stops. Therefore, each view on Snapchat represents a unique, proactive viewer. Snapchat Stories (videos) last 24 hours, then disappear.
From 12-13 April, the first UNICEF Snapchat Story had 1.5k views. The completion rate for the video was at 80%.
UNICEF Snapchat Story Views
11 YouTube Channel
Videos hosted on YouTube were used as complementary content to the 5 Questions with Snapchat influencer “I did this drawing to show what Boko campaign. Shaun McBride Haram did to us” | UNICEF 2,893 Views From 12-18 April they received 5,425 529 Views organic views in total.
The videos received exclusive media placements and were hosted on the campaign Tumblr.
Young football fan on life after Boko Channeling Boko Haram trauma Haram attacks through art 1,018 Views 985 Views
YouTube Analytics 12 Inviting Shonduras & Other Influencers to Our HQ
We invited Shaun McBride (Shonduras) to our UNICEF HQ after his initial story was crafted. We ensured that when he visited, we could show him the ‘coolest’ parts of UNICEF. Got him to meet our executive director and director of communications.
13 Earned Media Attention
Snapshot Report: #BringBackOurChildhood 14 Social Media Analysis #BringBackOurChildhood
The mostThe mentioned leading driver tweeters of Twitter included impressions @UNICEF, @UNICEFChadfor this campaign, @CNNi, effort@snapchat cameand from celebrities our @mrdannygloverSnapchat inspiredand @miafarrow Tumblr account.. Top hashtags : #Nigeria, #bringbackourchildhood and Signifying the possibilities of driving #bringbackourgirls. The most shared link was the Tumblr campaign efforts from 1 social channel to page createdanother to to showcase another. content gathered via Snapchat, Twitter and Instagram. The top hashtags generated over 493M potential impressions. #BringBackOurChildhood generated over 195M potential impressions.
Source: Gorkana Social Media Pro – 12-16 April 15 10 Key Learnings! The Takeaway…
• Harness the channel in a natural way if you’re looking to engage. • Tap influencers when a fan base isn’t built in. • When agency supporting, ensure storyboards are provided beforehand for clearance. • Utilize ‘solid’ approaches like affected children drawing photos and build on that. • Consider a place where content efforts will live, if not on Snapchat. Such as our Tumblr. • Ensure colleagues in the field are briefed on the specifics of what is needed. • Need for a timeline is crucial! • Provide cleared messaging in the lead up to launch and for content creation. • Have your media colleagues support the pitching of smart approaches with lead time. • Consider exclusive placements that themselves can generate pick up.
(BONUS-You Lucky People) • Think how your Snapchat or Periscope effort can be discussed across other social channels.
16 Meerkat Example: UNICEF New Zealand Visits A Refugee Camp
17 Trial and Error- Learning Through Experimentation
18 Examples I Respect For Some Leaders
19 10 Key Learnings for Live Streaming – UNICEF Takeaways..
• Ensure the location of your live streaming session has strong internet quality. • If you’re remote, consider using a portable Wi-Fi device. • Test before going live to ensure software is working and camera/sound are good. • Select engaging, charismatic, and well briefed people to represent your brand. • Attempt a quick run of show before going to live to ensure everyone is prepared. • Go with a vertical view. This will ensure your video shows up top down and not sideways. • Consider keeping the live file for editing purposes after. • Try and incorporate a storyline if possible to make sure the experience is engaging. • Answer questions! Have someone delegated torelaying these to the presenters. • Watch how partners are harnessing during emergencies or past emergencies.
(BONUS) • Ask yourself what you yourself would enjoy tuning into and for what reason. Time is $.
20 For More Details
Thank you! Contact me (I need inspiration) Nicholas Ledner, Digital Knowledge Coordinator, Digital Strategy Section, Division of Communications, UNICEF [email protected] @nicholasjamz (Twitter)
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