Mulley Communications – Reviews made by A.I.

I used Rytr to make these. Input was company name and what it does: Digital Marketing Strategy.Freaky.

I’ve been a client of Mulley Communications for over 5 years. They’re the best digital marketing agency I have ever met. They helped us navigate through all our campaign strategy and made sure we were always up-to-date with the latest trends. They really know what they’re doing and it shows in their work!

– Damien

Mulley Communications has been the best company I’ve ever worked with! They know everything about digital marketing strategy and they are always on the cutting-edge. They care about what they do and their clients, which is why you can trust them to help your business. They are so knowledgeable, I would recommend them to anyone looking for an expert in digital marketing.

– Damien

Are Facebook Ads worth it for SMEs? Yes

Are Facebook ads, worth it for an SME/small business?

Yeah, I probably think, for an SME, where you just don’t have enough time to be constantly updating Facebook (and you do have to constantly update Facebook to keep in people’s feeds) then advertising is actually a better way to use your time and use your resources.

Updates or ads – the costs

Work it out. How much do you pay yourself or s staff member an hour, how may hours a week or a month are then tending to Facebook just to keep people seeing you are there.You could have an ad campaign that maybe just cost 40 or 50 euros and you can have that run over a week or two. When you run that campaign, you’re going to (see my other post on Facebook advertising) you want to run a campaign, you can set it to go off and we go back to the main parts of your business, so you don’t have to worry about what content to put up today, or tomorrow, how to create engaging posts, or, or anything like that.

Type of Facebook ads

You choose your audience, put up some content that you think the audience will be interested in, could be sales updates, it could be a video showing off a product could be a discount or anything like that can be just awareness, it could be a new business and a new town and you decide that the best way of getting interest is to run a Facebook ad, you can run that ad, you can run it to a certain age group, you can actually target any neighborhood, say in Cork or suburban Dublin, or just a whole county like Leitrim. You can run that ad, and it just goes out to those people. As the ad is running, you will actually see pretty much live stats on how many people have seen it so far, you can actually see what the device is whether it’s Android, whether it’s apple, whether it’s a desktop or a laptop. All that information is there for you, and you can see how many people clicked on that ad, or if you can send people to the website, or you can have the ad running so that you just get messages on Facebook or Instagram.

Facebook ads might be complicated to start with

The only thing that might actually persuade you not to run ads is the fact that setting up an ad on Facebook is slightly complex. You have to set up a campaign, and you have to put details in that, then you have to create an ad set and in that ad set you have to create an ad. So after the first couple of times you start to get used to Facebook advertising. The system is well designed pretty well. If you run an ad campaign before you can actually go into the ad system, click on that campaign, basically say duplicate that. So run it again but change the dates and change the budget.

Go for it

So for a small business with limited time, a limited amount of staff, you don’t have a full time marketer or you’re the marketer. In an SME you’re the manager you’re the accountant and everything else, then I think Facebook ads might actually work. So I advise a lot of clients to set up a Facebook page, and maybe do a bit on it to keep it ticking over, but actually to run some advertising and time them to go out. You don’t have to worry about that day’s updates and it’s just running there in the background. And hopefully you’ll get a return out of that. And I guess the beauty of all of these digital kind of ads in our systems, is you can measure it, to see, is it working or not and if it doesn’t work, you can just stop it or amended, make some changes and set it off again.

Try, fail, fail better, win!

With a newspaper ad that you commission and it runs once in a newspaper. For some say page ads in traditional Irish media you could be paying €3000 for an ad or €4000 or €10,000 for a full page ad. Once you committed to the ad, you can’t change it, if there’s a mistake or an incorrect website address, tough. With digital, you can change that straightaway. With digital you can make changes, measure what worked, make more changes and keep doing that until you get a very well tested ad.

Ads tested with real people and iterated

From that, then you have a data set, or in a way you have a crib sheet or a document or a template for future ads. So back to the question, I would actually suggest that they spend more time on ads than updates. Then maybe spend time on their website as you can get constant returns from ranking on Google.

Are Facebook Ads Worth It? Yes

Are Facebook ada worth it?

Yes I believe they are worth it, because they’re easy to set up and the targeting is really good. Facebook ads can target by gender, age, location, interests and then you can have the ad running on Facebook or on Instagram or on Facebook Messenger which are all owned by Facebook. You can choose your ad to be a video or an image, you can choose to place it in Instagram stories or Facebook stories, or just in the timeline of people. And because of the way the ads work, you’re guaranteed they’ll be seen.

Your ad is only seen by people that you’re targeting so you only get charged by the number of people that see it. You can pay a daily budget and close to 400 people 500 people or a few 1000 people could see it. All based on your budget. You can set a lifetime budget, which means that you can keep going for two weeks.

Once it runs out over those two weeks, it stops, once you set that. Those ads can direct people back to a Facebook page, or an Instagram page or you can get them to go to your website. I find the ads that work best are the ones that get people to click on the ad, and it brings them into a website where you’re selling something, or getting people to sign up to something. Video ads are very effective and what you obviously need is some of your own video content, and with video it means it starts playing in someone’s timeline and they start looking at that and if you have text in your video it means people will actually start reading that text, so they’ll pause maybe and start reading, and that gets them engaged.

So that’s a very good thing to do. And if you don’t have video content, you can just supply images and Facebook Instagram can turn those images into like a slideshow or a video or you can have multiple images and you can do a carousel, which means when people see the ad, they can swipe on that ad and see the next image. So, overall, I think it’s worth doing Facebook ads. And what you can do is because you can set your own budget you could actually set a budget to be just a euro for a campaign.

If you get a return on that, increase the budget and play around. I keep on using this phrase, fail fast, fail cheap. That idea actually works on Facebook and Instagram. The demographics on Facebook are probably people that are 40 Plus, which is still a couple of billion people and in Ireland, there’s two and a half million maybe on Facebook. On Instagram in Ireland, you have a couple of million and those people would be mostly under 40. In a way that demographic is ageing as well. The teenagers, they’re on Snapchat, and they’re on, Tik Tok.

So yes, do run ads on Facebook, try them. The Facebook ad system might be slightly complex to start with. If you find that is when you go into it, you could just start off by boosting posts on Facebook. Do a status update on Facebook from your business page and click on boost. From there it’s fairly simple, you put in your daily budget, how long it’s going to run for. You can choose targeting, age, location, gender, and interests. So start there. Start with a small budget, get a return from that. You can measure that return within 15 minutes of that starting to run. So go and enjoy playing around with those ads too.

Domains and business ideas

I have far too many domains these days so I want to offload them. I have many of these for years for projects I never got to start/complete. Make me an offer. Or if you want to rent a domain for a year to see if it works for you, let me know. domains@mulley.ie With a few exceptions I’d be looking for €500 ex VAT min for a domain. Transfer fees are €70ish and you’d pay those too. Some of these domains I would want 4-5 figures for. Or you can buy them in bulk from me in 5s, 10s or all.

1916.ie
Well this was going to be for tours around Ireland tracing those in 1916. For Irish-American and Irish people from the UK.

65.ie
This age is used as the start of a demographic. Older people in studies are classed as those over 65 for instance. Could be very handy for a research project.

75.ie
Bought this for myself as it is a very very easy domain and email address to remember.

abortionadvice.ie
abortions.ie
abortionservices.ie
abortionsupport.ie
abortioncounselling.ie
One of these blocking purchases. To prevent other orgs with an agenda from using it so spout crap about abortion and what a skewed view of what the bible says. A rogue agency used one of these domains too to ensnare vulnerable people.

activewear.ie
For a client that sells activewear.

Algorithms.ie
A conference in 2022 maybe?

aran.ie – Taken
aran sweaters, aran jumpers, Irish fisherman sweaters as the Americans call them.

artificialintelligence.ie
A one stop portal on AI/artificial intelligence in Ireland.

backpain.ie
I went to a gym years back due to shoulder and back pain and it really sorted me out. The plan here was a site to refer you to gyms, chiropractors, physios and advice from real professionals on exercises you can do.

bears.ie
Gay culture, not forestry stuff.

beautyGigs.ie
Jobs site for hair salons and beauty salons

bloggeracademy.com
Currently used as a test site for blogging/SEO courses I do.

blogging.ie
Plan was to have it as an aggregator of Irish blogs, like what IrishBlogs.ie used to do.

businesscourses.ie
For the business courses I run and for partners/friends.

carter.ie
Brand name for a future business. Named after Agent Carter.

Ceoil.ie
I just saw it expire and it’s a great short domain name with lots of potential.

ceos.ie
CEO forum type site. Events for CEOs and specific training courses.

children.ie
One of these blocking purchases. To prevent other orgs with an agenda from using it so spout crap about the family and what a skewed view of what the bible says.

christmas.ie
(Reserved until 2023) Well. This is the jackpot domain. Win the lotto, buy it off me. I love Christmas so you really need to make me a strong offer. We’re talking 5 figures here. Such an easy name for your brand.

classroom.ie
Online training portal was the idea for this. Again easy brand to send people to.

cloudcomputing.ie
A one stop portal on cloud computing in Ireland. Plus ad costs around the phrase cloud computing are huge. Buy me Microsoft, Salesforce.

company.ie
Nice and easy to remember. Handy for a portal for something.

connacht.ie
Another Geo type domain. Surprised it wasn’t taken.

contraception.ie
Another one of these blocking purchases. To prevent other orgs with an agenda from using it so spout crap about the family and what a skewed view of what the bible says.

consultant.ie
A perfect domain name for a consultant in any kind of area.

CorkDesigns.ie
Former web design agency. Really nice backlinks. Pointing here now so we’ll see will that boost mulley.ie in rankings.

CorkPassport.ie
Well, I had the .com of it. And I have the stickers and keyrings for it too.

culture.ie
Plan was to have it as an aggregator of Irish arts and culture blogs, like what IrishBlogs.ie used to do.

cum.ie
Look, it was there. Good domain for a sex toy company, currently redirected to one.

daddy.ie
Gay culture or if someone wants to buy it for like new dads or something.

dumps.ie
There are a lot of Google searches around where to dipose of your waste. Perfect for a waste collection company to down this site and sell on their offerings.

dietician.ie
The other way to spell this. I was thinking a directory site for dieticians.

DigitalMarketingStartegy.ie
Again maybe online courses or consultancy. Really simple to remember site.

democracy.ie
Works well in theory. Perfect for a new party once you’re not Nazis.

drag.ie
And the category is, domain purchasing realness. Drag is big now.

easter.ie
The cousin of Christmas but a bit more miserable as Christmas was about birthdays, this was about the torture of a beardy dude. Joy suck.

eCommerce Awards
ecommerceawards.co.uk
ecommerceawards.eu
ecommerceawards.ie
ecommerceawards.uk
ecommerceweek.eu
ecommerceweek.ie

I wanted to do an ecommerce awards thing across Europe. I think Ireland isn’t as fast as it should be to get more businesses to trade online but we are starting to.

egypt.ie – Taken, kinda
Fun in the Sun but nevermind all the guns.

entertainmentawards.net
entertainmentawards.tv
Another idea for an awards. Like People’s Choice Awards for the Irish Market. The existing entertainment awards are shite.

expertise.ie
The idea for this was a database of experts that the media could call upon for media/radio/tv interviews. People would put themselves forward and link to their media coverage.

fag.ie
To prevent it being used to abuse people. Or to encourage smoking.

florists.ie
This is a nice and easy to remember domain. No, I will not take payment in roses.

foodfight.ie
This is my current live food blog aggregator. It needs an upgrade.

FuckyouPayMe.ie
Cos I love the phrase.

futurist.ie
Grabbing it and I might put something on it. Bought it as I didn’t want to see it used by some donkey-brained expert.

gay.ie
Very. Not sure was this a porn site before. Ideally this would be an online resource for the Irish gay community or a historical repository.

grief.ie
I want to specialise in end of life, dying and death and all of these come with grief. Perhaps an online space for writing on this.

independents.ie
For a political party grouping, maybe? Or just coverage of them.

innishannon.ie
Great town. Great domain name that I was surprised was available to register.

innovation.ie
Well, it’s a fine domain. So many options to use this domain around innovation.

insulin.ie
For all things diabetes medications.

karens.ie
An online form asking people for their experiences of a Karen. This is live actually.

kyl.ie
Kylie, this is perfect for you!

leather.ie
Gay culture? Be a good site for a leathersmith and leather products too.

LifeCoach.ie
As the name suggests. Nice and easy to remember domain for a Life Coach.

marriage.ie
After equal marriage came in, thought it would be best to nab this in case of the “not Adam and Steve” lot grabbed it.

maternity.ie
Future business. Will explain in due course. Lack of LGBT maternity options in Ireland, I would like to see that change.

measurement.ie
Conference on digital metrics that I used to organise.

merrychristmas.ie
I like Christmas. You may have noticed.

mna.ie
Just thought it would be a good domain for feminist writings.

moneyAndJobs.ie
That’s what the media want to know, right? Perhaps a space that has media training and guides.

NFTMarket.ie
Cos why not. I think this is going to be a legit type market in the future.

nightclasses.ie
Well there are 10s of 1000s of searches in Ireland for people wanting to know about nightclasses in Ireland. The competition is … not great.

notions.ie
Currently redirected to book listings 🙂 but this would be a nice site that lists some things like ooooh fancy type items.

oncology.ie
Straight up good information and options for those with cancer.

onlinepages.ie
This was a directory website. It has pretty good backlinks.

Orgasms.ie
Perfect domain for a sex toy company.

oxford.ie
Bit like carter. For a future business that will grow out of MulleyComms. Simple to remember.

paediatrics.ie
Another health related domain. Could be paired with contraception.ie, pregnant.ie, maternity.ie

parenthood.ie
I was worried that a fake pregnancy crisis agency would register them and give people bad advice. HSE, buy these!

Penis.ie
Should I redirect that to a politician?

php.ie
Strong three letter domain name. Ideal for people that do PHP development.

politicians.ie
Many thoughts on this. From a weekly ratings system for Irish pols to an aggregator when they are mentioned in the news. I had something like this for Politics In Ireland.

portlaw.ie
Geo domain. Town in Waterford or legal firm specialising in maritime trade?

postgraduate.ie
Portal for postgraduate courses in Ireland would be the original idea. Great domain for a college/university to buy and use as a brand/redirect for their advertising.

preaccelerator.ie
Startups, pre-startup, accelerators, pre-accelerators, even pre-idea seems to be a thing as well. Someone else has nabbed pre.ie. This could be a handy and easy to remember domain for a pre-accelerator or a directory of them.

pregnancy.ie
pregnant.ie

Expired around the same time. I was worried that a fake pregnancy crisis agency would register them and give people bad advice. HSE, buy these!

Reit.ie
REITs, or real estate investment trusts, are companies that own or finance income-producing real estate across a range of property sectors. Handy domain to have for this.

reminiscence.ie
Reminiscence is a very important thing for those ageing or having cognitive decline. Easy to communicate website for reminiscence therapy for example.

republic.ie
I offered this and 1916 to a political party before. No takers!

revision.ie
Leaving Cert and Junior Cert revision classes portal. Could originally signpost to all the courses that are on offer and then as traffic and reputation grows, start offering your own online courses.

RiverLee.ie
Did I mention I’m from Cork? I must have failed to mention it til now. Could be used for lots of things travel, tourism and activities related.

Sepsis.ie
Staying on things health.

sex-toys.ie
Sex toys! Cum.ie and Orgasms.ie would be the perfect domain threesome here.

shandon.ie
Another Geo, also surprised it wasn’t taken.

sme.ie
Most businesses in Ireland are an SME. Idea was for a portal of resources for SMEs. Or even as a redirect to a section of another website.

SEOTraining.ie
Site that sells SEO courses to people or has downloadable guides.

STEM.ie
Science, Tech, Engineering, Maths. Handy centralised site to focus on this areas.

subs.ie
Uhhh, sports? 😉

sun.ie
This was owned by the former computer company that got bought and wiped out by a database company. Ideally a competitor should buy it.

tribune.ie
Former domain of a Sunday newspaper. Amazing backlinks. Idea was to download a full copy of the old site from Archive.org and put it back online.

vaccinate.ie
See below!

vaccinated.ie
See below again!

vaccinations.ie
Cos I believe in them and didn’t want anyone to use it to spread fake and dangerous views.

webdesignandmarketing.ie
This site had good enough backlinks for this topic.

WeightLossSurgery.ie
This is a growing business in Ireland with operations like these costing upwards of €16,000. SEO this website and very good opportunities to generate referrals.

windfarm.ie and windfarms.ie
For a renewable energy client. And to prevent conspiracy theorists abuse it

Workouts.ie
Nice ideal domain where you allow people to buy various workouts from people. An online store of workouts from sports stars, celebs, bodybuilders.

Social Media and Videos – Text and Graphics are Weapons of Choice

TLDR;
Just copy Viceland. Until everyone copies Viceland. Then copy someone else.

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With so many videos on social media watched with the sound off, the audiotrack is a bonus feature these days and most people won’t bother turning the sound on. For me I’m seeing about 85% have the sound off when watching videos on social media. – Cos they’re at work or in school so shouldn’t be watching. And in the evening they’re probably watching TV at home but also on their phones.

I like the way Viceland and others are creating content at the moment.

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The Trixie and Katya Show is really fun and the multimedia aspects of it reinforce what is happening as you watch it with sound on. It helps commit more of the show to memory too.

Pop-up video

This stuff isn’t new though but it is having a new use. Remember Pop-up Video on Vh1? Course you don’t, you’re not that old. Adding facts via pop up bubbles to music videos. Great idea to keep you engaged with the content.

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Dare you to play the below and not be engaged.

From Pop Up Video: The New Historicism by Gary Burns & Timothy E. Scheurer:

Pop Up Video is a postmodern recapitulation of music video, television, sound film, and silent film, including almost all of the techniques and conventions ever used to combine music with moving images. Moreover, the oval graphics reassert the conventions of silent film intertitling more strongly than at any time since the 1920s.

Blind Dates USA used to add snarky comments or give you information the person wasn’t diclosing, letting the audience in to some gossip.
Social Media Video Guide - Blind Dates USA 1

Social Media and Video - Blind Dates USA 2

The visual manifestation of the director’s commentary. Sometimes telling you exactly what you are seeing, sometimes letting only you into a secret, sometimes changing your perspective.

Asia and TVmojis

These days we ought to look at South Asia to see what is happening with text and image overlays on content. Shows in China, Taiwan, Japan, and South Korea add context via text and images that pop up and around. In Deconstructing overhearing viewers: TVmojis as story retellers, Xi Cui gives examples of a few shows that are doing this. Also he introduces us to the term TVmojis. This is kind of like what the Trixie and Katya show are doing.

The author argues that by playing various roles, TVmojis help construct the viewer’s sense of being a bystander while concealing the producers’ manipulations of the media’s interactive roles vis-à-vis the viewers.

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Hit the Diff on Videos

Why do all of this? On social media you start off at 0% interest unless you have a fanbase of super-engaged people. For purposes of this article, we’ll pretend that this is factual. So you are pitching to get interest and retain interest. The fascinating thing with this is: the longer someone watches, the longer they keep watching. This also means that it is very hard to keep people watching even past 1 second but once you get them past 3 seconds, 5 seconds and 10 seconds they want to skip past the video less. Also, as more timelines are watched over by a sometimes benevolent algorithm, those that have their videos watched longer than 10 seconds will be gifted by having their next pieces of content seen too. These pop up texts/emojis/visual elements are ways to get people more engaged with your content and can almost work like bridges if there are lulls in some of your content.

Edit: Update Jan 2019
Spiderman: Into the Spider-Verse was released and what a movie it is and a homage to the history of comic books. What I liked was the use of speech/thought bubbles and action lines in the movie and how it was so natural to see and added to the movie too. I think we’ll see more of this.
Spiderman Into the Spider-verse - thought bubbles

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It’s interesting as Disney and Pixar try and make animation as realistic and film-like as possible, Into the Spider-verse shows that there is probably a richer world out there by adding new layers to video.

And with Instagram Stories really blowing up, the use of stickers to accentuate these videos that are watched mostly with the sound off, it will get people used to processing these enhancements of the videos.

Air Corp Sound On

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And that will surely get us ready for all the information we’ll eventually see in our Apple Glasses/Heads up displays.

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29 short lectures on Digital Marketing

January 13th 2015, 2pm, Dublin

To kickstart 2015 I’m going to give a seminar in Dublin, possibly 90 minutes to 120 minutes long. What will it cover? Keep reading. It’s “almost” free to those that are clients or came along to the various Mulley Events in 2014. Spaces are limited. That last line was marketing bullshit making you think a resource is limited so you’ll want it more. They are though.

The seminar is called “29 short lectures on digital marketing” which is a total ripoff of the amazing “28 short lectures” given by Mary Reufle. There won’t be 29 lectures but they will be short.

This seminar is going to be on January 13th in Dublin City Centre (not booked venue yet, usually near Temple Bar) from 2pm to 4pm or a little beyond. Bring your own teas and coffees.

If you want to sign up, you can use this Eventbrite link. It’s €5 to book a place which won’t cover operating costs but ensures you might turn up. In Ireland, free events have a 50% no-show rate. 50% don’t bother turning up or letting you know.

And I’ll talk about:

  • Various elements on making Facebook work: Edgerank and all that, what updates are best, why if you ignore it for B2C you’re a dope.
  • Twitter: Growing, automating, lead generation, Twitter cards.
  • LinkedIn: This is B2B and it works a charm. How to use it to build an amazingly rich address book.
  • Google+: Haha, just kidding.
  • Mailchimp: Some quick tips from a non-expert.

Why am I doing this? Testing out new material and to gauge interest in the paid courses I’ll be running in January/February – Lead Generation, Digital Strategy, Advanced Twitter. And because I’m sound.

5 minutes can positively impact your business – Here’s how

Five minutes will transform your business

Your website:

Every webpage on your website has two interesting properties: One called a Title, one called a Description. If you add relevant keywords (based on what people search for) to these titles and descriptions, you can increase your website visitors easily by 20% and this only takes 5 minutes. The change takes 5 minutes, the initial impact takes 3 weeks depending on Google’s coming around.

Your Facebook:

Your Facebook Business Page has a tool called Insights that only you can access. It tells you the time of the week and time of the day that are the best to do updates in order to be seen by the most people. Look at these figures (takes 3 mins) and you can have your updates seen by more people.

Your Twitter:

Do you know when people that follow you on Twitter are most active, do you know what Tweets of yours were clicked on the most? Log on to ads.Twitter.com and Twitter will tell you. From that plan your Tweets to go out at the Prime times during the day and week

Mulley Communications does training courses and consultancy around strategy. Sign up to the courses list or our mailing list.

Your Digital NCT

Mulley Communications does training courses and consultancy around strategy. Sign up to the courses list or our mailing list.

If you want to start being serious about digital in 2014 and it’s a good idea to be so, then you need to up your game. Digital is going to get harder and harder in 2014, the easy days are gone, so you need to be more efficient and strategic about what you do.

So here’s a checklist on what you ought to be aware of. Pick one area to concentrate on or all. This is not a definitive list. (That gets me out of getting into trouble)

Overall Digital:
Are you mobile first in all things digital?

Website:

  • Is your website mobile first?
  • Make your website responsive by re-designing it or adding some responsive plugins to it.
  • If you can’t make it responsive, then have elements that allow the site to perform while being viewed on a mobile e.g. your number in text on the front page, same with email. No crappy contact forms.
  • Do you have a content and search optimisation plan?
  • Do you have Google Analytics or something better installed?

Facebook:

  • Learn about Edgerank.
  • Forget Page likes, the most important thing is your reach. How many people actually see any update of yours? It is less and sometimes WAY less than the number of likes.
  • What is your post engagement rate? How many people click on your post or Like it or share it or comment on it? The more people that engage with your updates, the more signals Facebook gets to keep sending your updates to your fans on the Page. Engagements are very low? Your reach is going to go down and down over time.
  • Are you updates short to be seen on mobiles?
  • Are you images using up as much of the timeline as possible?
  • What is your content plan?
  • Are you timing updates?

Simply put: Good content = good reactions = over time you retain or grow the reach of your page. Good content timed = reaching the best possible numbers each time.

Twitter:

  • Who are the people you are following?
  • Who are the people that follow you?
  • How many RTs would you get on a Tweet that’s business related?
  • How many new follows do you get a week?
  • Are your images the right size to be displayed nicely in the timeline?
  • Do you have a growth plan for Twitter?
  • Do you have a content plan for Twitter?
  • Are you timing updates?
  • How many clicks on average do you Tweets get? Are they going to your website?

Instagram, Vine, Snapchat

  • Are your audiences on Instagram? Find out.
  • Should you be using Vine? Will quick 6 second videos get you customers? They could.
  • Are many of your demographic under 20? Yes? So why are you not on Snapchat?

And you’ll never guess who does this stuff for companies? Yeah.

Contact us if you want a full evaluation or an evaluation of on one of your channels.

Mulley Communications does training courses and consultancy around strategy. Sign up to the courses list or our mailing list.

Snapchat: Why isn’t your brand on it?

Updated as of June 2014.

Every now and then someone will write a post encouraging you to bandwagon on to the latest trend in digital. This is such a post. Snapchat is now mainstream and pretty huge in Ireland. IPSOS MRBI says 21% of adults aged 15+ are on Snapchat in Ireland. 9 months ago it was 11%.

June 2014 Snapchat in Ireland stats

The data is there to show that for younger demographics, it’s not just Facebook anymore. And these younger demographics marched Bebo, Instagram, mySpace and Facebook into the mainstream. Right now, there are 500 Million photos or videos uploaded to Snapchat every day. That’s about the same as the number of photos uploaded to Facebook and 5 times as many as Instagram.

Snapchat, the sexting thing?

Get over yourself. People were sending silly pictures of themselves well before Snapchat but Snapchat is seen as one of the enablers of this. Snapchat is a great little app that allows you to send pictures or videos taken right now to your friends and they are guaranteed to expire/evaporate in ten seconds or less when clicked on. You can write a teeny amount of text on the image or video and draw on it too. The images are not on their phone, they’re not on the Snapchat servers. Lost forever like tears in the rain. Ephemermal media they’re calling it.

SnapchatPicture

If someone manages to take a screenshot, Snapchat informs you of this so you know not to trust that person again. In extreme cases, when you basically hack into the phone and connect it to a computer, you may find a picture in a temporary file on the phone but that’s it. Pretty safe really.

So your brand isn’t there, why?

Hardly any companies are using Snapchat in Europe to market, which is a shame. If one of your core audiences are Irish people ages 15-20 then Snapchat is one place they’re at. Some companies in America are using Snapchat to connect to the “right audience” and do stuff around competitions and vouchers. Still, hardly any case studies right now. 16 Handles and Taco Bell are rolled out again and again right now but that will change.

What some companies are doing to Market on Snapchat:

  • Vouchers: Discount codes, 10% off vouchers. Show at till type things.
  • Contests: Submit a picture type contests. Take a picture of a product and add a comment.
  • Interactions: Just having a fun back and forth with users e.g. Holding a sign with loads of people’s names.
  • Exclusives: Tell Snapchat first before other channels. (A great way to build numbers)

Snapchat Stories are made for brands

Now that Snapchat has serious investment and it has a huge audience, it needs to commercialise what they’re doing. Everything these days is about the timeline so Snapchat is now going to try and do something with that. First comes creating something that end users will appreciate and then they can make money off it later. Enter Snapchat Stories.

Snapchat Stories allow you to weave Snapchats you made into a piece of content that is viewable for 24 hours. You can add to this Story any time you want and it gets tacked on to the end of the story. When people log in, they can see in the timeline, any Stories from friends. This is mine:

SnapChatme

This is a Vine of a Snapchat Story I made:

And stats released this week (June 23rd 2014) show that Snapchat Stories are getting … dun dun dun, 1 billion views PER DAY. Highly successful. There still aren’t any tools for brands to use but give them time, they’ll have them.

In the week that Facebook (who?) released Slingshot (what?), Snapchat announced a new feature for a single brand (for now). People will be able to add their content to the Snapchat Story of a brand at a specific location. It’s called Our Story. Done around a music festival for now. Body and Soul was last week and various Snapchatters were keeping me in the loop via photos and videos. Perfect alignment. Expect to see big brands host these around music festivals, launches, fashion weeks etc.

Some tips:
If you bung a load of photos or videos together on to your Story, they can become quite boring, even if just a minute long. Make the shots snappy and have an actual story in place. This means pre-planning for it. Use text in your Story to accentuate or explain the content. Fail fast and fail cheap: Try things, mess about. It’s Snapchat, silly mistakes do disappear.

I await a band making a music video and sharing it as a Snapchat Story. 10 second bursts, it can be done.

Snapchat Drawbacks

Right now Snapchat is mobile only and everything needs to be done through the mobile app for iPhone or for Android. There are no official apps for businesses that can be used. You can’t “officially” upload premade material to Snapchat so you can’t have highly produced content. (There are obviously unofficial ways around this, same for Vine) I’m sure if you are a huge brand though, there probably is a tool you can use for Snapchat that does allow uploading of pre-made video. Vine definitely has this.

Law of diminishing returns

Like everything else before it, Snapchat Stories will work really well for the first while but as more people and more brands start to saturate your timeline, they’ll become less effective. Same has happened with Banner Ads, Google Ads, Facebook Ads and it will happen with Twitter promoted tweets too. Get in early, make the most of it and then analyse what is coming next and be ready for it.

Do have fun on Snapchat.

Update: June 2014

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When Jamie Heaslip Tweets about you…

So what happens when someone with about 100,000 Twitter followers Tweets about you?

Recently Jamie Heaslip tweeted a link out about a project:

When Jamie Heaslip Tweets
When Jamie Heaslip Tweets

It gets 9 Retweets and 11 favourites.

Since Jamie used Bit.ly as a way to link, we can measure the clicks: https://bitly.com/1eh2TAL+

So it got 1096 clicks and you can see all of them were in the first few hours and then nothing.

1096 lifetime clicks
1096 lifetime clicks

400 in first hour. Bit.ly timestamp is EDT, 8pm EDT = 1pm Ireland. (add a + to any Bit.ly link you see and you too can see the stats)

Clicks on a Jamie Heaslip Tweet
Clicks on a Jamie Heaslip Tweet

So 1% of Jamie’s followers clicked that link. 99% didn’t. We could argue that it was a Saturday so less clicks but sport fans might be tuned in more that day too though and just before 1pm would seem like a good time, no?

So what if you’re just a small fish in a big pond?

Have a look at this Tweet from Sex Siopa, a Sex Shop looking for help. Boy do they get it:

Sex Siopa 133 RTs
Sex Siopa 134 RTs

133 Retweets later and a few new followers for them. They get mentioned on Broadsheet.ie and Joe.ie and other places. They seem small and genuine so people in a way are more interested in helping them out. To date they only have 401 followers but this small fish makes a lot of waves in the big pond.

133 Retweets means that Tweet was easily shared into the timelines of 40,000 ore more people. (The average active Twitter user is followed by about 2-300 accounts.)

So being rough about the numbers, that sex shop with all their RTs got half as much reach as Jamie Heaslip’s Tweet. So you don’t necessarily need to have big numbers if you have a genuine message to share or if the message is fun or controversial or anti-establishment.