BRAND  STORYTELLING:  One  Snap  at  a  Time  

By  Vicki  O’Neill  

Welcome,  New  Media  Dayton!  

What  does  a  224-­‐year  old  company  and  a  49-­‐year  old  university  have  in  common?  

How  about  a  huge  retailer  and  a  community  volunteer  center?  

What  could  an  interna=onal  technology  company  and  an  entrepreneur  have  in  common?  

They  all  desire…  to  tell  their  story.  

MarkeFng  is  no  longer  about  the  stuff  you  make,  but  about  the  stories  you  tell.  

~Seth  Godin  

•  What  is  Snapchat?  

•  Snapchat  stats  •  Use  cases  •  B2B  and  B2C  businesses  using  

Snapchat  

•  Where  do  I  begin?    

•  How  to  leverage  Snapchat    •  Best  pracFces  to  get  you  

started  

What  is  Snapchat?  Mobile  only  app  that  allows  you  to:  

–  Create  videos  and  pictures    –  Communicate  one-­‐on-­‐one  with  your  

audience  –  Engage  with  your  followers  and  those  

you  follow  –  Tell  your  story  in  a  new  way  –  Save  your  story  and  share  on  other  

plaEorms  –  View  your  story  up  to  24  hours,  then  

it’s  deleted      

We want

Brands to have a place where

they can tell their

stories …in a better way.

~Imran Khan, Chief Strategy Officer at Snapchat

Who’s  Using  Snapchat?  

Source:  mediakix,  June  2016  

And  Usage  is  Evolving…  

Snapchat  Compared  to…  

To  put  this  in  perspecFve…  

1.  150  million  people  accessing  daily  

2.  10  billion  videos  are  watched  every  day  3.  Users  sending  9,000  snaps/second  4.  Reaches  41%  of  users  18-­‐34  every  day  5.  U.S.  adver=sers  spent  $50M  in  2015  and  

es=mated  to  spend  $804M  in  2017  

Snapchat  Use  Cases  Taco  Bell  used  Snapchat  to  announce  the  re-­‐release  of  its  “Beefy  Crunch  Burrito”.  Users  who  added  Taco  Bell  as  a  friend  were  sent  a  “snap”  of  a  burrito  and  the  new  product’s  release  date.  

1  

Snapchat  Use  Cases  Acura  gave  its  first  100  followers  on  Snapchat  a  chance  to  see  the  new  NSX  prototype,  sending  them  a  short  video  clip  of  the  prototype  –  a  video  the  brand  later  posted  on  Instagram.  

2  

Snapchat  Use  Cases  Teen  retailer  Wet  Seal  handed  over  its  Snapchat  account  to  a  16-­‐year-­‐old  blogger  for  two  days,  resul=ng  in  9,000  new  followers  and  6,000  views  of  the  story.    

3  

Aka “Account Takeover”

Businesses  Using  Snapchat  B2B  

           

             B2C  

             

! Gary  Vaynerchuk        ! Brian  Fanzo            

! Mark  Suster            

! Jay  Baer            

! Ted  Rubin          

! Carlos  Gil  

Entrepreneurs  Using  Snapchat  

So…Where  do  I  begin?  

1.  Download  app  –  Apple  &  Android  

2.  Create  profile  3.  Share  your  Snapcode  4.  Follow  brands  and  friends  5.  Start  Snapping!  

Where  to  find  followers  

•  Find  people  in  your  industry  •  Find  B2B  and/or  B2C  

ghostcodes  

How  To  Create  an  Audience  •  On  Snapchat  

–  Add  Nearby  –  Add  from  Contacts  

•  Online  Searches  –  “Entrepreneurs  on  Snapchat”  –  “Medical  accounts  on  Snapchat”  –  “Sports  and  Snapchat”  –  Foodie,  Fitness,  Retailers  on  Snapchat  –  Search  for  fun  events,  i.e.  Dayton  snap  scavenger  hunt  

•  Other  social  plaEorms  

#ChatSnap  

•  Increase  followers  •  Ideas,  engaging,  learning,  connec=ng  

What  are  GhostCodes?  

wilsonrebrand  

•  Once  you  create  your  profile,  you  can  access  your  GhostCode  online  and  download  •  Use  to  communicate  on  other  plaEorms  your  presence  on  Snapchat  •  Simply  “Snap”  from  Snapchat  or  take  a  photo  and  “Add  by  Snapcode”  to  add  friends  •  Unique  iden=fier  to  your  profile  –  same  concept  as  QR  Codes    

Why  consider  Snapchat?  •  Transparency,  authen=c  •  Behind-­‐the-­‐scenes,  differen=a=on  •  Live,  real,  vulnerable;  brand’s  voice  •  Engagement,  audience  •  Time  sensi=ve,  spontaneous,  delivery  •  Build  your  brand  on  a  different  plaEorm  in  a  different  way  (lenses,  ads,  filters)  

Integrate  Snapchat  into  Your  MarkeFng  Strategy  

Snapchat  AnalyFcs  1.  Currently  

available  for  paid  ads,  lenses  and  filters  

2.  Snaply=cs  in  2017  3.  Open  rates,  

views,  average  #  of  screen  shots,  #  followers,  comple=on  rate    

How  to  Leverage  Snapchat  

1.  Redirect  audience,  repeat  simple  URLs  2.  Plan  it  out,  but  keep  it  unscripted  

3.  Let  someone/influencer  take  over  your  account  4.  Provide  exclusive  access  

5.  Sponsor  a  filter  6.  Host  contests  and  give-­‐aways  

5  Tips  to  get  started  

1.  Iden=fy  your  audience  2.  Create  profile  and  images  

3.  Have  a  Snap  communica=on  plan  

4.  A  few  story  ideas  5.  Have  fun!  

Best  PracFces  •  Be  consistent  •  Respond  to  all  messages  –  text  or  video  •  Present  one  thing  of  worth,  i.e.  =p,  discount,  etc.  •  Use  Snap  op=ons  like  filters,  lenses,  emoji’s  –  and  Bitmoji’s!  

•  Use  different  plaEorms  to  promote  presence  •  Look  at  exis=ng  B2C  and  B2B  examples  for  inspira=on  and  ideas  

•  Keep  your  audience  in  mind!  They  are  your  buyers  –  what  do  they  need?    

Snap  Challenge!  

1.  Snap  a  photo  with  your  brand’s  logo    2.  Screenshot  and  Tweet  @WilsonRebrand  a  

Snap  from  your  story    3.  I’ll  RT  with  a  S/O  AND  send  you  3  content  

ideas  specific  to  your  business/industry  to  help  you  get  started.  

Vicki  O’Neill  WILSON  rebranding  voneill@wilsonrebranding.com  o)    937.291.4899  m)  513.593.1195  

wilsonrebrand  

Snap  or  screenshot  to  add  by  Snapcode  

OR  

Add  by  username  

Thank  you!  

FOR  CONTENT  IDEAS!