It hasn’t arrive on my phone yet. But news that Snapchat is enhancing its search function to support topic keywords will make the app more intuitive for the casual user. And that’s the biggest challenge right now for Snapchat: breaking out of its core enthusiast base to gain a wider and larger audience. It must overcome this barrier to justify sky-high stock valuations and to avoid the walking dead fate that seems to have befallen Twitter.
Gini Dietrich, Martin Waxman and Joseph Thornley are back with another episode of the Inside PR podcast.
Snapchat is a Snap
If you missed the news, Snapchat has rebranded and at the same time begun to move outside of its core business, including the promise of Snapchat video glasses. Snapchat may well pull off what Google Glass failed at.
Google Plus redux? Do we need yet another duplicative app?
The sprit of selfless sharing
MOZ, the SEO app is a useful tool and source of expertise for many PR people who need to learn and apply pragmatic SEO to their programs. Recently, Ran Fishkin published a remarkable post in which he was both candid and insightful. And we contemplate his observation that “Inbound marketing never really became a thing…” A big deal if you are repositioning your company into the inbound marketing space. Something for PR people to think about as we reposition our businesses for the future. Not specifically about inbound marketing. But about any space we are moving toward. Will it still be there when we arrive?
Snapchat is more than ephemeral with Memories. Pokemon Go rules the world. And we pick up on Walt Mossberg’s discussion of our fragmented messaging environment. Gini Dietrich, Martin Waxman and Joseph Thornley tackle these topics and more on Inside PR 449.
Snapchat Memories for when ephemeral isn’t enough
Hard on the heels of news that Snapchat has surpassed Twitter in daily users, we say Snapchat switch from its ephemeral-always model to provide users with the ability to save their Snaps using a new feature, Snapchat Memories. Memories lets you save current and previous Snaps and then use them for future stories. So, now you never need to worry people missing that embarrassing photo of your best friend that you sent out 25 hours ago. You can reach into Memories, add the photo to a new story, and start the cycle all over again.
Pokemon Go Goes
Like virtually everyone else this past week, we have been entranced by Pokemon Go. For its privacy implications. And because it has brought the potential of augmented reality to the masses. It may be a fad. But it’s a fad that will have made a difference.
Here an App. There an App. Everywhere an App
It was simple in the days of email: Just settle on your client – Outlook, AOL… and then add all your email accounts to access them in one place. Today, as we spend more of our time on chat, with proprietary, non-interchangeable standards, we are again facing the need to switch constantly between apps – for social networks, for chat. Pain the butt? We riff on a theme recently explored by Walt Mossberg in a blog post, The Tyranny of Messaging and Notifications, and on his podcast, Ctrl-Walt-Delete.
This article is cross-posted on the Inside PR podcast blog.
Chatbots – Destination or Waypoint?
It’s been a month since Facebook introduced Chatbots at F8. Martin reports on his experience with the CNN chatbot. Interesting. For sure. Useful. Not as good as it could be. But Facebook is doing its best to keep you inside its ecosystem of apps. Digiday reported this assessment of CNN’s experience with its Facebook Messenger Chatbot.
It was telegraphed by Snapchat. Previewed by publishers. And now it’s here for all of us. The Snapchat Discover feature has been overhauled to a more magazine-like appearance. The hope is that the replacement of the small, circular icons with larger tiles including both text and images will give publishers a better platform to attract attention from Snapchat users.
You know you’re in trouble when the PR person becomes the story
Good PR people advise, prepare and support. But we know that media want to hear the words from the mouth of the principal. I’m sure every PR adviser has a story of having watched even the most well-prepared client get tripped up and make a mistake in an interview. But as PR pros, we’ve held out tongue and dealt with it after the fact. Few of us would dream of stepping in front of the camera or intervening to order a live recording stopped. After all, once the recording starts, isn’t it all fair game? Well, this week we have an example of what happens when a PR person loses sight of the fact that a recording of an interview is the media outlet’s to with as they please. The headline of the article from KWTX news tells you all you need to know: “Question leads to awkward interruption during Starr interview.”
Internet trends that matter to PR pros
Finally, we look at Mary Meeker’s annual report on internet trends. Essential reading for every PR pro. Meeker points to several trends of importance to PR pros:
- Advertisers are still spending too much on traditional advertising. The big opportunity will go to those who master mobile advertising.
- Facebook and Google are even more dominant in advertising and distribution. And Facebook is charging ahead.
- Facebook, with both Messenger and WhatsApp, is dominating in the fast growing messaging area.
- Not all is bad news for Twitter, as the average daily time on Twitter has increased.
- With over 10 billion views per day on each of Snapchat and Facebook, video live streaming is mainstreaming. As Martin says, we’ve gone from live to live – live TV to live streaming.
This article is cross-posted on the Inside PR.
In this episode’s #IPRMust Know segment, we talk about Meerkat’s pivot, Facebook Reactions and Snapchat’s big video view numbers.
Meerkat is moving away from live streaming and attempting to pivot to become some type of video social network. Not surprising, given the tight integration of Periscope and Twitter and the introduction of Facebook live videos. It would be tough to see how Meerkat could stand out with the two main realtime social networks offering their own live streaming platforms.
Facebook Reactions have been with us for several weeks now. Chris Penn’s early look at the impact of Facebook Reactions suggested that “haven’t statistically changed engagement yet. If you publish unengaging content, Reactions won’t help you. If you already have a highly-engaged audience, you will likely continue to do so – Reactions don’t appear to make it better or worse.” We offer our own early reactions to Reactions.
If you didn’t have enough video in your life, take a look at Snapchat. Snapchat’s CEO Evan Spiegel says that Snapchat users are watching more than 8 billion videos per day. There’s clearly an audience for video. So, if you produce video as part of your initiatives, it’s worth checking out what works well on Snapchat.
Fake accounts. Could this happen to you?
We close out this episode with a discussion of the communications agency executive who faked over $250 million in contracts go gain advancement at this advertising agency. Sad but true.
And a big thanks to Suzy Chisholm. Suzy, who heard me state a few episodes back that I preferred single purpose apps over those that take a “Swiss Army Knife” approach. Suzy, who lives in Switzerland, sent us three Swiss Army Knives, branded with the Philips logo (where Suzy works) and a very nice note. Thank you Suzy. You brought smiles to our faces and reminded us that there are times when you want to reach for that one thing that does it all. 🙂
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This post is first appeared on the Inside PR Podcast blog.