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TODAY
Introduction
Ryan Murphy - Vaynermedia
Rasmus Kolbe - @lakserytteren
Q&A
Next Month…
Digital first agency.
But not digital only.
IChallenger mindset
2First Movers
3Business Challenge
CORE AREAS
STRATEGY & INSIGHTSCREATIVE & CONTENTACTIVATION & TECH
MARKETINGFOR
THE YEARWE
LIVE IN(THAT MEANS SNAPCHAT IN 2016)
Ryan Murphy@ryanlmurphy
(Oh and Creative Director VaynerMedia London)
confidential – for internal business use only
NEW YORK CITY LOS ANGELES CHATTANOOGA LONDON
700+ EMPLOYEES IN 4 OFFICES
13
confidential – for internal business use only 15
CHANGING CONSUMER ATTENTION
17
confidential – for internal business use only
IN 2016 THIS MEANS WE’RE A
SOCIAL-FIRSTDIGITAL AGENCY
18
OOH
FB
ETC.
TVIG
19
THE CLASSIC APPROACH
TW
PAIDDIGITAL
.COM
RADIO
POS
PR
confidential – for internal business use only
BRAND NORTH STARThe brand position, tagline.
PILLARSThe reasons to believe, product benefits, supporting topics.
SHOWSEpisodic ideas that speak to one or more of the pillars in support of the North Star.
20confidential – for internal business use only
Pillar
NORTH STAR
FB
21
SHOW
confidential – for internal business use only
Pillar Pillar Pillar Pillar
SHOW SHOW SHOW SHOW SHOW
FB
YT
FB
IG
SC IG
SC
FB
TW
confidential – for internal business use only 22
TOP DOWN
BOTTOM UP
VS
A TOP DOWN APPROACH NO LONGER WORKS
confidential – for internal business use only
Advertising works best when paid distribution and creative work together.
CREATIVE
MEDIA
2323
24
WHO IS THERE?
GLOBALLY
29
+10 BILLIONVIDEO VIEWS
DAILY
60+ MILLIONVIEW
‘DISCOVER’ MONTHLY
AVERAGE USER VIEWS 60 VIDEOS
PER DAY ON SNAPCHAT
PEOPLE SPEND TIME ON SNAPCHATAn average Snapchatter spends 25 - 30 minutes per day
PLATFORM AT A GLANCE
CHAT 2.O
ADDING FRIENDS / BOO-R CODEADDING FRIENDS // BOO-R CODE
HOW PEOPLE USE IT
STORIES LIVE STORIES
GEOFILTERS DISCOVER LENSES CHAT 2.0PHOTO/VIDEO
As Snapchat continues to add new features and expand the functionality of its product, the way users engage on the platform evolves.
confidential – for internal business use only
AD UNITS
3434
Live Story
35
LIVE STORY SNAP AD
The Good
● Lots of eyeballs● Potential for strong contextual
creative IF you make it custom for that story
● Great for brands that own moments on the calendar
The Bad
● Can be intrusive● Can’t just dump a tvc and run
Live Story
36
DISCOVER SNAP AD
The Good
● Can be a lower cost way onto the platform
● Potential for strong contextual creative IF you make it custom for that channel (or if your brand belongs there already)
The Bad
● Can feel less special than big units
● Being contextually relevant is key
Live Story
37
SNAP AD WITH ATTACHMENT(Longform video, Article, App Install, Website)
The Good
● Go deep with more content● Super engaging● Provides utility ++++
The Bad
● More production to make such an elaborate add
Live Story
38
FILTER
The Good
● On Demand filters are the cheapest way onto Snapchat. Could be just a €100
● Every one used gets seen by each of that person’s followers
● Fast - submit it just 3 days before live date for approval
The Bad
● Creative limits like 15% rule and vector art requirement
● Subjective approval process
Live Story
39
LENS
The Good
● SUPER high engagement. Like people just staring at your logo
● SUPER high price
The Bad
● 6-8 weeks development● Snapchat does the creative● Maybe selfies don’t make sense
for your brand?
Live Story
40
BUYING
Live Story Takeover● 100%, 50%, or 25% SOV ● Supplement with Audience Buy
Ads in Between Stories● Determine target (age, gender device,
location), if any
● Audience Buy○ Determine target (age, gender
device, location), if any○ Determine content bundle
(Discover channel, local city, local campus), if any
● Discover Partner
● Frequency Cap: 4/week/user/advertiser
Live Story
41
CREATIVE GUIDELINES
Must not imitate organic Snapchat content
Sound is required but plan for sound-off viewing
Must be vertical
Include branding in first 3 seconds
Keep text out of top and bottom ¼ to account for various phone screen sizes
Forbidden: URLs, hashtags, or calls to action
Context context context
confidential – for internal business use only
INSTAGRAM STORIES
4242
confidential – for internal business use only 4343
confidential – for internal business use only
INSTAGRAM STORIES
44
On 8/2, Instagram launched Stories, a Snapchat-like feature that lets users share moments as they happen.
● Share multiple photos and videos + text, drawings, and emojis to appear in a slideshow that disappears after 24 hours
● Unlike regular Instagram posts, there are no likes or comments
● Unlike Snapchat, uploaded content is not differentiated from native content (Snapchat adds white border to uploaded content)
● Find Instagram Stories from accounts you follow in a bar above the main feed
● No ad product currently available
confidential – for internal business use only 45
Unlike Snapchat, content uploaded to Instagram Stories is not differentiated from native content (Snapchat adds a white border with original posting date)
confidential – for internal business use only
CASE STUDIES
4646
Confidential – For internal business use only. 47
CASE STUDY: SEASON PREMIERE OF KUWTKNetflix conducted an offline social experiment in May 2016 to promote new seasons of it’s original hit shows House of Cards, Orange is the New Black, Narcos, Daredevil and Unbreakable Kimmy Schmidt.
Launched in France, Netflix was able to leverage one of the newest and innovative lens options Snapchat has ever created to expand the parameters of viewers’ second-screen experiences.
The OOH campaign was a social success, simultaneously bringing awareness to mass audiences, while providing target demographics with a special gift only those in the know will understand.
confidential – for internal business use only
THANK YOU
4848
WHO THE FUCK IS LAKSERYTTEREN?
WHO THE FUCK IS LAKSERYTTEREN?
WHO THE FUCK IS LAKSERYTTEREN?
HOW DID I END UP DOING SNAPCHAT?
WHAT HAVE I DONE IN A YEAR?
WHAT DO YOU NEED
TO KNOW ABOUT SNAPCHAT?
“SNAPCHAT IS THE MOST SOCIAL MEDIA
WE HAVE”
WRITE THIS DOWN:
SNAPCHAT IS …
AUTHENTICTEMPORARYPERSONAL
SNAPCHAT IS ... AUTHENTIC
SNAPCHAT IS ... TEMPORARY
SNAPCHAT IS ... PERSONAL
SNAPCHAT IS …
A COMMUNITY
CASE: DRAWING COMPETITION // SMUKFEST
HOW TO BUILD A COMMUNITY?
GREATCONTENT
HOW TO BUILD A COMMUNITY?
BESOCIAL
HOW TO BUILD A COMMUNITY?
“IT IS NOT CALLEDSNAP FRIENDS FOR
NOTHING”
WRITE THIS DOWN:
SNAPCHAT IS ... DIFFERENT
SNAPCHAT IS ... DIFFERENT
FULL SCREEN!
SNAPCHAT IS ... POPULAR
FASTEST GROWING SOCIAL MEDIA
1.4 MILLION USERS IN DK
30 MIN EVERY DAY
1. PERSONAL ENGAGEMENT WITH USERS
ACTUAL VIEWS OF CONTENT
SHOW A NEW SIDE OF YOUR BRAND
SNAPCHAT FOR BRANDS!
2.3.
ONE MILLION
WAYS OF USINGSNAPCHAT
“LIMITATIONSINSPIRE
CREATIVITY”
WRITE THIS DOWN:
… CREATED A MINIATURE TV-CHANNELBUZZFEED
… TELLS YOU HOW TO RUN A START UPMARK SUSTER
… TELLS YOU TODAYS LINE UPTHE TONIGHT SHOW
… GIVES YOU A DRAWING A DAYGEEOHSNAP
… ARE REINVENTING THEIR AUDIENCELACMA
… TAKES YOU AROUND THE WORLDWOWAIR
… SHOWS EMPLOYES AROUND THE ORGANIZATION DR INDE
… TAKES YOU BEHIND THE SCENESTHE WHITE HOUSE
… RECRUITS NEW TRAINEES MAERSK
… GETS YOU READY FOR THE WEEKENDCARLSBERG
… UPDATES YOU ON THE LATEST NEWS IN TECHTELIA
… TAKES PASSENGERS ON A SPECIAL RIDEUBER
IT’S LIKE CABLE-TV?
SNAPCHATMARKETING IN
DENMARK
WHO IS AWESOME ON SNAPCHAT?
ME
… ON SNAPCHAT EVENTS
… ON SNAPCHAT MEDIAS
… ON SNAPCHAT BRANDS
IS DENMARK READY FOR SNAPCHAT MARKETING?
IS DENMARK READY FOR SNAPCHAT MARKETING?
THERE’S PLENTY OF SPACE!!!
THIS COULD BE YOU!
HOW TO BE AWESOME ON SNAPCHAT?
CASE: COCA-COLA
CASE: HOPE.DK
CASE: HOPE.DK
CASE: SAS
HOW TO WORKWITH
INFLUENCERS
ON MY WAY TO STEAL YOUR AUDIENCE LIKE
“I’M A VERYSUBJECTIVE
PUBLIC MEDIA”
WRITE THIS DOWN:
WHAT DO YOU GET?
COSTUMIZED ADVERTS CREATED FOR A SPECIFIC AUDIENCE AND PLATFORM
YOU DON’T OWN ME!
CO-CRATIONOF CONTENT
CHOOSING AN INFLUENCER
FIND THE RIGHT INFLUENCER
FOR YOUR BRAND
CHOSING AN INFLUENCER
SHARETHE SAMEVALUES
CHOOSING AN INFLUENCER
CREATERELATIONS OVER TIME
A GOOD EXAMPLE
WHAT DID THE GUY IN THE FUNKY OUTFIT ACTUALLY
SAY?
1. SNAPCHAT IS THE MOST SOCIAL MEDIA WE HAVE! YOU GOTTA BE SOCIAL ON SNAPCHAT!
THERE IS DEFINITELY A PLACE FOR YOUR BRAND ON SNAPCHAT. YOU JUST HAVE TO FIGURE OUT WHERE!
DENMARK IS MORE THAN READY FOR INFLUENCER MARKETING ALSO ON SNAPCHAT. MAKE SURE YOU GET A HEAD START.
FIND THE RIGHT INFLUENCER FOR YOUR BRAND. IT IS HIGHLY BENEFICIAL IF YOU DO AND HIGHLY DESTRUCTIVE IF YOU DON’T.
WRAP UP!
2.3.4.
THANKS
RASMUSKOLBE.DK
Next month…
Creative & Data-driven use of Mobile.
