SnapApp Of The Week: Discovery’s ‘Shark Personality Assessment’

Shark_Personality_Quiz___Discovery_Channel

Stay Out Of The Water…It’s That Time Of Year Again!

When you think Summer, do you think about the beach, BBQ’s, warm weather, and…shark week? If so, you are not alone - hundreds of thousands of people do. For one week in August, friends and families glue themselves to the TV to watch captivating stories and learn interesting facts about all different types of sharks. To the surprise of some, Discovery’s ‘Shark Week’ is the longest running cable TV show in history, and its popularity only grows stronger year after year.

Discovery Sinks Their Teeth Into Engagement

Last year was their first time Discovery incorporated interactive content into the campaign on their website as well as the live show, ‘Shark After Dark’.  With such high levels of engagement on apps like ‘Sharks in Film: Fact or Fiction’ and ‘Shark Feeding Frenzy Quiz,’ Discovery wanted to replicate and build off that success for this year by creating a ‘What’s Your Shark Personality?’ assessment.

Shark Week’s Interactive Experiences Circle The Globe

This year’s collection of Shark Week apps proved to be no exception.  The ‘What’s Your Shark Personality?’ assessment alone has generated:

  • Over 20,000 clicks
  • 92% completion rate
  • Over 800 shares
  • Over 2,000 referrals

Keeping in line with their other goal of offering unique sponsorship opportunities to advertisers, Discovery has be able to leverage sponsors like Volkswagen and Great Clips.  Because of the success these interactive experiences have had in America, Discovery Communications have decided to take their success global by adding these quizzes and personality assessments to domains in Romania, Latin America, France, and Germany.

Does your personality match that of a hammer head, a great white or different type of shark? Find out here!

Are you using interactive content to engage your users like Discovery? Learn how you can get started now!

Here at SnapApp, we love seeing the amazing, creative content that our customers build using SnapApp. From photo contests and bracket competitions to giveaways and sweepstakes, the SnapApps our customers build everyday continue to amaze us. Each week, our account managers will introduce you to one of the SnapApps we can’t stop talking about around the office.

 

 

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Interactive Content And The Buyer’s Journey

The last time you booked a trip, did you use a travel agent?

Chances are, probably not.

Most of us don’t use agents anymore. We prefer to research, plan, and book travel ourselves using the tools available to explore ideas, review other’s opinions, identify options and compare prices. This phenomenon – of doing our own research and evaluation without the ICBJWP COVERhelp of an agent – is not unique specifically to travel.

Most technology buyers approach purchases the same way. In fact (according to a Forrester report), technology buyers go 90% of the way through their buying journey before they ever talk to a salesperson, which has huge implications for marketers. Today’s modern marketers are now required to educate prospects, share specific solution information, and cultivate relationships, as buyers become more and more independent with their initial research.

So how can marketers more effectively generate leads and push them towards sales? Is it possible to really understand each prospect’s unique requirements, share relevant information in a timely manner, and build credibility and trust as a marketer without even talking to prospects? And what about cutting through all of the noise as more and more companies produce content? As marketers ponder all of these questions, one thing is certain:

Interactive content can help.

The steps you take to plan a vacation are a great example of a buyer’s journey, and the role content plays in helping you determine your destination. You have to decide on the vacation type, research possible destinations, and make a decision. Imagine receiving information on vacation destinations that perfectly fit the type of vacation – relaxing, cultural, or adventurous – you are envisioning. Talk about an experience!

But how does interactive content align with the buyer’s journey?

In our recently co-released white paper with Oracle Marketing Cloud, we explain how interactive content can help improve the overall buyer’s journey, how it works at each specific stage, and how it can enhance your existing marketing mix.

By adding interactive content into the marketing mix, modern marketers are creating new, engaging and educational experiences at each stage during the buyer’s journey. They are turning their information monologues into dialogues as they replace static content with dynamic exchanges. They are having conversations and closing customers. They are replacing the travel agent.

Want to discover how you can utilize interactive content to engage your potential buyers at each stage of their journey? Get started now!

 

interactive_content_and_the_buyers_journey

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SnapApp Of The Week: Are You Smarter Than A Unitrends Sales Engineer?

Here at SnapApp, we love seeing the amazing, creative content that our customers build using SnapApp. From photo contests and bracket competitions to giveaways and sweepstakes, the SnapApps our customers build everyday continue to amaze us. Each week, our account managers will introduce you to one of the SnapApps we can’t stop talking about around the office.

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Unitrends - QuestionUnitrends Challenges Their Audience To Test Their IT Knowledge

This week’s SnapApp of the Week comes from Unitrends, experts in IT data backup and recovery solutions. Unitrends is posing a challenge for participants to see how their IT knowledge stacks up against that of a Sales Engineer, through the use of an interactive quiz. To add another engaging element, users who complete the quiz will be entered for a chance to go head-to-head with two Sales Engineers in a live game show.

 

Users Learn About Unitrends’ Services While Engaging With The Quiz

Hopeful participants have to try their hand at questions like, “Which type of deduplication resultsin a smaller aggregated data footprint over time?”, as well as other data recovery questions the Sales Engineer experts answer for prospects on a daily basis. Not only are the confident partakers testing their own knowledge, they are also getting a glimpse into the vast capabilities of the products and services Unitrends provides as they progress through the quiz. You would be surprised how few have answered all of the questions correctly!

Engagement Drives Repeat Traffic As Followers Look To See Who Will Face TUnitrends Tweethe Sales Engineers LIVE

So far, the results have been outstanding. Through website and Twitter promotion that started in late July, the quiz has produced a click through rate of 65%, a question completion rate of 76% (which speaks to the number of people who were confident enough to make their way through all of the questions), and has generated over 350 participant entries so they can be considered for the live challenge.

Do you think you can face a Sales Engineer in a live game show? Take the quiz to see for yourself!

 

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SnapApp Of The Week: MarketingProfs ‘A Day In The Life Of A Marketer’

Here at SnapApp, we love seeing the amazing, creative content that our customers build using SnapApp. From photo contests and bracket competitions to giveaways and sweepstakes, the SnapApps our customers build everyday continue to amaze us. Each week, our account managers will introduce you to one of the SnapApps we can’t stop talking about around the office.

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mprofs‘A Day In The Life Of A Marketer’ Survey Achieves High Engagement Results

As a marketer, you undoubtably spend your days (long days at that) using many different programs, sifting through what seems like endless spreadsheets, and multi-tasking like no other. But have you ever taken a step back and thought about how many hours you actually work in a day, where you eat lunch, and what environment you are most productive in? Most likely you have not had a chance to reflect on those questions. Lucky for you, MarketingProfs has thought about everything just mentioned and more.

MarketingProfs, an online resource for marketing articles, strategies, training solutions, and case studies, deployed an interactive survey asking users what a day in the life of a marketer is like.  This survey asks marketers to talk about themselves – and what marketer doesn’t love to do that?

Several Social Channels To Promote Content

Rather than simply promoting their SnapApp live on a webpage, MarketingProfs leveraged their Facebook, Twitter, and LinkedIn channels to drive traffic to their engagement.  In doing so, they increased their reach and collected over 575 leads – and counting!  Overall, the survey achieved a 42% click through rate, a 73% lead submission rate, and a 4% share rate.

Incentives Increase Likelihood For Lead Submissions

After marketers have submitted their answers to the survey, they were presented with a lead form offering the chance to win a $100 Amazon gift card and become a MarketingProfs member free of charge. In line with this strong incentive, MarketingProfs asked questions that resonated with and spoke directly to what their audience experiences on a day-to-day basis. Now it’s your turn to tell MarketingProfs about a day in your marketing world!

Are you using interactive content marketing apps to engage your users like MarketingProfs? Learn how you can get started now!

 

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Time To Get Marketing Fit: Bootcamp Style

RunningShoeTired of your same, old marketing content but don’t know what else to try? After all, how many white papers, data sheets, and webinars can you create?  Join SnapApp’s marketing bootcamp to get out of your marketing funk and try something new!

Marketing Bootcamp is a great opportunity to tune-in and focus on your marketing campaigns and reevaluate your content. Discover what’s working for YOU and how to optimize it! Additionally, our bootcamp will expose you to many different types of content so you can get a “cross-fit” experience.

Why Choose Marketing Bootcamp?

  • [Learn Something New] You will learn something. It’s easy to “hear” best practices, but it’s a lot harder to put them into action. Marketing bootcamp will lay out a step-by-step approach so that, once a day, you can FOCUS on content marketing.
  • [Explore New Content Types]You will learn about new content types. Did you know that interactive content generates lead conversions at 2x the rate of passive content? Our bootcamp will dive into what interactive content is and how it can work for you.
  • [Get Some Fresh Air] You get to enjoy some fresh air! Okay, maybe just fresh marketing air. For 5 days, you will get fresh content and ideas to help you brainstorm for the rest of 2014 and beyond. Get out of your marketing box and stretch your creative limbs!
  • [Maximize Your Time] You will have time. Our program takes the busy schedules of marketers into account. Over a course of 5 days, we will provide 5 highly informational, yet quick and easy to read, emails to get you thinking about your marketing programs.
  • [Have Fun] You will have fun! Marketing should be fun! This bootcamp will be too.

What are you waiting for? Sign up today!

BootCamp_CallOutBox2

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What Are Interactive Brackets?

apptype_bracketIt’s not until late March when the ‘madness’ begins and everyone starts to think about his or her college basketball brackets. Organizations like to ride the bracket wave – and rightfully, so since they are extremely relevant during that time of year.

But if they are so effective and popular, why limit the use of brackets to predominantly a specific time frame once a year? Why not leverage brackets throughout the year and keep your audience entertained through an interactive experience that breeds longer periods of engagement.

Let’s take a look at what interactive brackets are and the mechanics behind them.

Determined by participant votes, brackets pit multiple competitors against each other in a set of rounds until a winner is reached. Common examples include:

  • Multi-Round Brackets – “Content Marketing Madness Tournament” or “Leadership Bracket Competition”
  • Photo/Video Brackets – “Animal Planet’s ‘Tanked’ Tournament” or “Dunkuary Video Bracket”
  • User Generated Brackets – “Best ‘Man Cave’ Competition” or “Best Landscaped Lawn Bracket”

Brackets are a great way to settle “Best Of” and “Worst Of” debates, no matter what industry or field you are in. They are also a great way to get longer periods of engagement with your users through your blog and other static pieces of content.

They work because they allow your audience to voice their opinion; not just one time, but multiple times over the course of days, weeks or months, depending on the length of bracket. Giving your audience the power of expressing their opinions is more powerful than you might think.

tanked bracketWhat Are The Mechanics Behind Brackets?

Brackets create a dialogue between the audience and the content. You will need to develop an idea around the type of bracket (self or user generated), number of rounds, the theme behind the bracket and a timeline (days to vote before the next round as well as duration of the bracket).

Similar to interactive contests, brackets depend on the user to engage with and drive the experience forward – especially when it comes to user generated brackets. The only difference is that you will need the user-generated content before the voting starts, so you will not have to worry about approval processes in the midst of the bracket.

Not only do the responses you receive help you deliver pinpoint-precise pieces of content to a specific user, but they also allow you to use that information to create additional pieces of content.

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Digital Publishing Innovation Summit July 16th-17th Recap

Digital Publishing Innovation Summit

Last week, our team went to the Big Apple to attend the Digital Publishing Innovation Summit to hear all about the future of the industry and to hear from some of today’s publishing leaders. From booth set- up to closing ceremonies, you can hear all about our time in NYC here.

Meet our team! We have James Malfitano on the left and Jon Lizotte on the right. Don’t forget about our behind the scenes superstars, Vanessa Porter and Seth Lieberman!

Hi from the #digipub with @snap_app http://t.co/idf4g5Et3z
Hopefully you stopped by our booth to get some free SnapApp “swag,” entered yourself in a raffle to win a free pair of Bose Noise Cancelling Headphones, and learned all about the wonderful things our interactive content platform has to offer.
Come say hello, grab some swag, and enter to win Bose headphones! #digipub  @Snap_App http://t.co/Q9OVsMQJsX
Come say hello, grab some swag, and enter to win Bose headphones! #digipub@Snap_App pic.twitter.com/Q9OVsMQJsX
Good morning #digipub!! Take our poll and enter yourself to win a pair of Bose Headphones http://t.co/TbKWeFXj3A http://t.co/Qmo719gXUv
Good morning #digipub!! Take our poll and enter yourself to win a pair of Bose Headphones  http://app.snapapp.com/2014dpis  pic.twitter.com/Qmo719gXUv
Join @HarperCollins @TheAtlantic @BuzzFeed & more at the Digital Publishing Summit in New York, today!  http://bit.ly/IhNO8B #DigiPub
The Digital Publishing Innovation Summit kicks off today in NY!#DigiPub @IEGroup Enjoy!
On Wednesday SnapApp’s CEO, Seth Lieberman, ran a session with Discovery and Random House on content marketing.
Don’t just “get through your day”. Get every little thing out of every day that it has to offer.
@Discovery takes risks on tech to deliver experiences not as well known to the masses #digipub @sethwlieberman http://t.co/q3DikVvYaw
@Discovery takes risks on tech to deliver experiences not as well known to the masses #digipub @sethwlieberman pic.twitter.com/q3DikVvYaw

To see photos and read about the rest of our journey to the Big Apple for the Digital Publishing Innovation Summit, check out our page here on Storify!

Read Now

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SnapApp Of The Week: Random House’s Destination ‘Inferno’ Quiz

Here at SnapApp, we love seeing the amazing, creative content that our customers build using SnapApp. From photo contests and bracket competitions to giveaways and sweepstakes, the SnapApps our customers build everyday continue to amaze us. Each week, our account managers will introduce you to one of the SnapApps we can’t stop talking about around the office.

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Unravel The Mysteries Of ‘Inferno’ But With An Added Twist

If you have ever read one of author Dan Brown’s best-selling novels – most prominently The Da Vinci Code – you know that he enjoys keeping his readers on their toes. As his characters find their way through Brown’s scavenger hunts around the world, searching for historical clues, ancient relics, and archaic artwork, fans have also been intrigued by finding the author’s hidden messages and symbolism included within his texts. Brown’s newest novel, Inferno, is no different as readers are prompted to work through their own riddles while observing the protagonist’s journey.

inferno_splash_pageinferno_question_page

Random House, Dan Brown’s longtime publisher, decided to incorporate this same idea into a recent SnapApp. Disguising this experience as a straight-forward trivia quiz regarding the historical sites and monuments referenced in Inferno, Random House added a special bonus question at the end of the quiz. The bonus question explains that symbols have been placed throughout the previous pages of the quiz which form a secret code. This code can then be submitted on Dan Brown’s website for a special reward. It would be tough to find a better way to engage fans of this literary genre than to use interactive content to cleverly turn them into their favorite symbolist, ‘Inferno’ protagonist Robert Langdon!

Fans Have Been Eager To Crack The Code

In less than two weeks, Random House’s Inferno quiz has generated:

- 102 social media shares, driving 4,312 unique viewers to this quiz

- Over 1,700 referral visits to Dan Brown’s website via the SnapApp

- Over 350 lead form submissions

Creativity Is Key When Building Engaging Marketing Content

This SnapApp has been effective and is an intriguing use case for a number of reasons. The aesthetic design is both attractive to the user and relevant to the branding of the novel. Each question is challenging and every page includes a new image of a beautiful Italian landmark or work of art. However, the most intriguing part of this quiz is how Random House used outside-the-box thinking to leverage the SnapApp platform in a unique and engaging way that speaks directly to Dan Brown’s mystery-loving, code-crushing, fan base.

Visit Dan Brown’s Facebook Page To See If You Can Crack The Code!

Are you using interactive content marketing apps to engage your users like Random House? Learn how you can get started now!

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How To Make Engagement At Events Count

what_is_interactive_content_whitepaper_v2_pdf__page_20_of_26_Events are a critical part of your marketing mix.  Right?  They offer a chance for face-to-face dialogue with your audience, in a way that is not possible with the rest of your marketing tools.  But they are expensive and driving ROI can be hard.  So what’s a marketer to do?

For Cornerstone OnDemand, the answer includes making interactions fun with prospects around events.  For the major HR Tech Europe Conference, they created a personality quiz titled “What’s your Halloween Worker Style”. Turns out their prospects loved this sort of thing and the results speak for themselves.  They drove booth traffic, heightened levels of engagement and even captured useful information on those visitors, all through a fun and easy interaction.

Interactive Content – The Not-So Secret Ingredient For Event Success

Interactive content can provide you with the tools you need to drive event success. Fun, informative engagements such as personality assessments, polls, and quizzes, can be used throughout the entire event planning cycle (pre, during, and post) to help significantly improve the number of leads you capture and the data you gather, all while building brand awareness with your target audience.

With click rates averaging over 50% and lead conversion rates in excess of 40%, interactive content works to engage your audience. And with seamless integration to your marketing automation system, the data you capture from these engagements can be used to trigger follow-on emails or sales calls, even while the prospect is still at the event.

Let’s take a look a few more examples.

box4Pre-Event Audience Engagement

You have to assume your audience is being inundated with traditional static content requests to “Visit Our Booth” before the event takes place – but static content doesn’t drive engagement. What drives engagement is a compelling piece of interactive content such as a survey or quiz tied to the event itself, that engages your audience long before the event starts.

Take Development Dimensions International (DDI) for example. Prior to a recent event, the DDI marketing team sent out an email asking prospects what they were most interested in learning at the event.

Once completed, they were instantly rewarded with real-time results of the survey and in an automatically triggered follow-up email. Over 30% of respondents to the campaign filled out the lead gen form, resulting in significantly higher awareness and a clear rise in visitors to the booth throughout the event.

Cut Through The Noise During The Event

Larger events naturally breed competition for attendee attention. Why not start the conversation with something along the lines of “Do you have 20 seconds to take this quick poll” instead of “Let me tell you about our company.”

At this year’s Marketo conference, SnapApp created a poll around which Hillary Clinton was the users favorite from over the years – fitting since she was the keynote speaker. Over35% of the total leads SnapApp collected from the event came from the attendees that participated in this poll.

box6Enrich Lead Engagement Post-Event

‘Thank you’ emails followed by a call-to-action to download a white paper follow event best practices. But that is simply a one-way monologue that can ruin the two-way dialogue momentum you started at the show.

For example, Rockwell Automation built photo galleries specifically for post-event engagement purposes after one of their recent events. They set up these galleries after the event where they were an exhibitor, and organized them based on various panels, sessions, workshops, and booth photos as well. The result – on the five galleries that were created, Rockwell achieved an impressive 40-60% click rate – talk about post show engagement!

Using interactive content to engage with attendees before, during and after your event is a great way to get the most out of each event your organization participates in. Smaller, more consumable pieces of content cut through the noise and give you a higher chance of interacting in a two-way dialogue that delivers real ROI.

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What Are Interactive Infographics?

apptype_infographicsWe learned in our ‘What Are Interactive Galleries’ blog post just how impactful visual content could be – remember the ‘65% of people are visual learners’ statistic? This applies to infographics as well.

Infographics are great graphical representations of stories that are stimulating, visual, and informational, created in a way that allows the end-user to easily understand and follow the story being told.

But for the most part, they are static and only provide a one-way message instead of a two-way conversation. Interactive infographics on the other hand, create a dialogue and allow you to add a beneficial element to an already powerful piece of content. Let’s take a deeper look into what interactive infographics are and the mechanics behind them as well.

Interactive infographics are a spin on traditional infographics that are repurposed as an interactive experience. Common examples include:

  • Knowledge Test/Quiz Infographics
  • Assessment Infographics
  • Poll or Survey Infographics

What makes infographics so compelling is their ability to quickly convey significant information and relevant metrics. However, after the user has read the infographic, they really only have two options: click away or close the browser. By asking questions through the infographic, you completely change the experience and ask your audience to share information about themselves.

As with other interactive content types, by offering value in exchange for the information your audience shares, you also turn static infographics into actionable lead generation vehicles.

Finally, the information you collect can then be used to create follow-on content (new blog posts or even new infographics), which enable you to continue the dialogue.

What Are The Mechanics Behind Interactive Infographics?

Since your infographic has already been produced, you don’t have to concern yourself with creating new content and images – all you have to do is decide which content type to utilize.

If you want to know how knowledgeable your users are on a particular topic, use the knowledge tests and quizzes content type. Or, if you are looking to assess your users’ strengths and weaknesses, leverage the assessment content type. And if you want to get truthful feedback on a specific topic, you can create polls and surveys.

The beauty is that all the responses you receive seamlessly flow back into your CRM or marketing automation platform, so you can deliver pinpoint-precise content to your users based on their responses.

Want to learn how you can turn your static infographics into engaging interactive infographics? Request a demo.

 

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