Connecting the World on Snapchat with Ashley Kruempel
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Connecting the World on Snapchat with Ashley Kruempel

Connecting the World on Snapchat with Ashley Kruempel 2

Today we are speaking to Ashley Kruempel. Ashley is an entrepreneur, the Founder and CEO of SoPac. She took the time to share her Snapchat knowledge and thoughts on the future of the platform.

In the interview Ashley talks about how she connected 30 countries with the #globalsnapswap movie, they 3 keys to Snapchat success and her thoughts on how Instagram’s new story feature will affect Snapchat.

Ashley Kruempel snapchat snapcodeQ: Hey Ashley, it’s great to meet you! Could you tell us a bit about yourself and what you do?

Hi Jason, I am 31 years live in the Minneapolis area and call myself an accidental entrepreneur.

Basically what I do is I teach small businesses how to leverage social media so that they can grow a community around themselves and leverage that for their sales and marketing. It’s a way for them make money and save money at the same time.

Q: How did you transition from being a stay-at-home mom to becoming an entrepreneur and how did Snapchat fit in along the way?

That’s a pretty good question!

I’ve been completing my college degree over the last 5 years, along with having 3 children and a wedding, my middle child was a premature so I ended taking 6 months off after he was born.

I always knew that I was meant for something more, so I kept grinding and managed to graduate with a degree.

After spending weeks on LinkedIn not being able to find a job, I started going out into my local community and doing what I call personal branding. I blogged the entire way on LinkedIn and when I grew my network from 600 to over 3,000 in just 6 weeks I thought hmm… maybe I could make a company out of this.

So when I started the personal branding mission, I really got out to my local community and started meeting with people from either worked some place that I wanted to work or had a job that I was interested in learning about.

To my surprise, I actually ended up learning a lot more about myself and about how disconnected the corporate ecosystem compared to the real world ecosystem in my opinion.

Snapchat became a regular part of my routine because I knew I would be growing a social media business and I saw Snapchat as the direct way to communicate with some of the social media experts that I had heard from.

So I spent a lot of time going through different Snapchat stories, asking questions and just learning more about people, what they were doing and where they were from.

Of course it’s thanks to Gary Vaynerchuk that I downloaded snapchat in the first place so he’s the reason I started it.

ashley kruempel

Q: What is #globalsnapswap and what are you hoping to achieve with it?

Well it all started with a phone to John Hungerford who lives in Australia. I had to go to a gas station while him and I were on a live video call on Snapchat.

So I took him with me to the gas station and he was really intrigued and surprised by just when I was showing him my driveway and the little routes that I took and the way that the inside of the store looked and how I would say hello and greet the cashiers and say ‘oh yeah this is my day.’

He said this was almost like a trip, like I’m right there with you. I said that’s genius ,we should do one of these around the world and said ‘yeah lets do it!’ So that night I ended up creating the #globalsnapswap initiative for the next week, May 1st.

So I virtually had over the next 5 or 6 days to organise this because I planned this to do it in the week. So I spent a lot of time contacting people and seeing how many different countries I could get. My mission was to get 50 but I ended with 30, which I still think 30 is pretty dang good!

So I stayed up all night long and I walked these people through taking over my snapchat, saying hello and giving us some snaps of where they were in the world so we could see in real time, in first perspective what it’s like from where they are right now.

I think that’s what snapchat brings to the world, access. Access that we’ve never had before to be authentic and transparent. Art, that’s part of my company motto. Being authentic, relevant and transparent.

It’s really just to kind of set an example for the way that they can be done things don’t have to go way they always have just because thats what they say. I think the majority people, especially via snapchat can admit there is some sort of transition going on with the way we are going to relate and communicate with each other. It’s turning less competitive and more community orientated. I think that this was a great way to give people and example of that.

I put all this together in 5/6 days and at the end of it’s one of the most epic little films I’ve ever seen. I had one gentlemen tell me that it was better than watching the travel channel! I mean this is real life at the palm of your hands.

Check out the full #globalsnapswap movie here:

Q: What do think about the future of Snapchat as a marketing tool?

I think that snapchat is genius for a marketing tool. Between the couple of additional apps that are out there like ghost codes you can literally prospect through to see who you want to reach out and talk to. Then you have the opportunity to engage one on one and get their opinion, hear you voice, see your face. So they can put a person behind the brand and that is extremely effective because the way that the market is going there is no more getting through to people through these cold calling sales methods or cold marketing.

“It’s switching and adjusting to an entirely warm message, where if you’re not in our mouths, you’re not getting in our wallet and to get in our mouths you have to start with our heart.”

Q: What impact has Snapchat had on your personal brand?

Snapchat has directly affected and helped and to create my personal brand. A lot of the people I work with and connect with and have sent clients to and picked up clients from are from some of the people I look up to on Snapchat. Meaning the ones that have used the platform for more than just snapping friends and saying hello and having fun.

I love having fun but I just don’t look at Snapchat that way. I look at it as an opportunity to distribute my content to people and have them publicly or privately respond back, so I think it’s great. I love taking people with me to different platforms from Snapchat, for example the weekly twitter #chatsnap is a great example of that.

social media

Q: Who is your favourite person to follow on Snapchat?

I don’t know if I can pick just one there’s so many that I like. I really enjoy Chris Kubby, Gala Gill, Victoria Taylor UK, Erica Blair and I could keep going and going.

I engage a lot so what’s hard for me is keeping up with stories from my favourite people because I find mused taking to more new people all the time. So I wish I could consume more actually.


Q: What tips would you give to someone who is just starting to grow their Snapchat audience?

What tips would I give to some one just starting out? Firstly it would be don’t wait for a perfect time. Just get on and start going.

“Be real, be true, be authentic.”

This is a good on: it’s art. Snapping successfully is art.

It takes 3 major components, being:

1. Authentic
2. Relevant
3. And transparent

What you see is what you get with me and I’ve pronounced that and I tell my audience that regularly. I snap about my entrepreneurial journey and my road to success and it’s not all pretty and rosey and peachy sunshine. Sometimes it’s hard and sometimes its overwhelming but nevertheless I never give up and I also use some of my audience to bounce ideas off of. Just part of that transparency part.

Literally I will spill the beans and say exactly what I think. Then thanks to Snapchat, I have a community right there to show me things that maybe I haven’t seen before and give me advice on perception. Just because I think I’m putting out something one way, it doesn’t always mean that my audience sees it that way .

I’m a big fan of self awareness so I think there is no easier way to become self aware than putting it right out there on Snapchat.

And of course if you’re just starting to grow your Snapchat account and need some assistant, check out my It’s a new class I’m launching. I’ll be doing the first couple rounds by live stream video. It will be broken into 3 parts. Snapchat 101, let’s download the app and learn how to function. Snapchat 201, let’s learn the etiquette about Snapchat friends and relationships. 301 is Snapchat for business marketing. Learning how to prospect, reach out and initiate organic conversation.

You can find that info on my site at or on

Q: What is your opinion on Instagram’s new story feature and how it will affect Snapchat’s growth and popularity?

The key to Instagram stories is that it will be a nice choice for growth hacking for people who are already on Instagram with a large following. For those who are established on Snapchat I really don’t think it’ll make much difference.

It’s a great way for businesses that are successful on Instagram to create even larger engagement with their established audiences.

Q: Is there anything else you would like to add?

Thank you so much Jason for taking the time out of your day, I hope what I have shared with you inspires others to join the platform, especially when it’s in it’s early stage of becoming a business platform. Snapchat is now the 2nd most used app in the app store its not going anywhere soon so the sooner the better!

Key takeaways

#1 The way we are communicating is changing, and Snapchat is helping that. Snapchat communication is more community orientated rather than competitive.

#2 Cold calling is dead. You need to use warmer techniques and provide value before going for a sale.

#3 Major components to growing a successful Snapchat account: Be authentic, relevant and transparent.

Thanks Ashley for taking the time to share your knowledge and thoughts with us! To see more of Ashley scan her snapcode on here on the right to add her on Snapchat.

If you would enjoyed this interview please share it with someone else or check out more in the series.