PowerPoint Presentation
WORKSHOP: A SNAPCHAT TUTORIAL
Breaking News
Snap, Inc. We rebranded our company to Snap, Inc. because we are
bigger than just one app. Snap, Inc. is a camera company - we
believe that reinventing the camera represents our greatest
opportunity to improve the way people live and communicate. Imran
Khan, Snap CSOSpectacles I could see my own memory through my own
eyesIt was the closest Id ever come to feeling like I was there
again. Evan Spiegel, Snap CEO Snapchat Filters The real winners of
the first Trump-Clinton debate Business Insider
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WHY SNAPCHAT?Minutes per day spent on Snapchat by the average
user 25
On any given day, Snapchat reaches 41% of all 18 to 34 year-olds
in the United States.41%
Estimated Snapchat monthly active users and 100 million daily
active users (60 Million in the US and Canada)
200 Million
12 BillionVideo views on Snapchat daily (7x more views per user
than Facebook, all mobile)60% Billionof all Snapchat users
contribute content daily
of U.S. 13 to 34 year-old smartphone users are
Snapchatters60%
WHY SNAPCHAT?
1-to-1 and 1-to-ManyUsers on Snapchat can send messages to one
another and also share public stories Intent-Driven ActionSnapchats
stories dont load in the background like Twitter or Facebook. Users
actively have to start the story by holding down their
fingerMulti-Faceted StorytellingSnapchat users have photos, videos,
text and drawing to create their messages to one
anotherCommunity-Based DiscoverySnapchat is a new platform with a
young ad product. For new accounts to become popular, they need to
be discovered and shared by other Snapchat influencers and
users.
Delmondo work for Mens Health and McDonalds
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What Is Your Content Strategy?
How People UseHow Brands UseSweetSpotFIND YOUR SWEET SPOT
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What Is Your Content Strategy?
How People UseHow Brands UseSweetSpotFIND YOUR SWEET SPOT
Objective DrivenTarget to relevant audience
Create content people want to experience
Tailor to Snapchat
Drive business value
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Always Ready To Snap
Snapchat isnt about capturing the traditional Kodak moment. Its
about communicating with the full range of human emotion not just
what appears to be pretty or perfect
The solution to stresses caused by the longevity of social media
evidenced by the detagging of Facebook photos.
From Snapchats first blog post, July 2011
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Be Real
Instant expression says my identity is who I am right now. It
says Im the result of everything Ive ever done, but Im not really
the accumulation of all that stuff.
Evan Spiegel, Snapchat Founder, June 2015
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Embrace the Ephemeral
The app's emphasis on temporary content makes it feel more
appropriate to share "silly or mundane" images than you would over
text message, where pictures are saved for posterity.
University of Washington study, 2014
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TYPES OF SNAPCHAT CONTENT
STORIEScreated by friends, brands, influencers, celebsDISCOVER
created by publishers (and sometimes brands)LIVE STORIEScreated by
Snapchat
OrganicBrand uses owned accounts to share contentPaidBrand pays
for their content and/or ad to appearPost a StoryBurberryTaco Bell,
Short FilmAudi & The Onion, Super BowlLowes Home
ImprovementUFC
Private Chat16 Handles
Work with InfluencersRevolve Clothing
Send $ via SnapCash
Sponsor a Selfie LensTaco Bell, Gatorade
Sponsor a GeoFilterStarbucks, Pitch Perfect 2
Sponsor a Live StoryMTV
Video ad in Discover Sperry in Cosmo
eCommerce AdsLancome, Target
Video ad in Live StoriesGoldman SachsHOW BRANDS ARE GETTING
INVOLVED
Rush Order, a Taco Bell Movie for 2014 MTV Movie Awards74
million impressionsDoubled snap followers in one day
Influencer Campaigns
Work with influencers that have same interests as your
brandAccess to a new audienceSpread a message through a voice an
audience already trustsHOW BRANDS ARE GETTING IN
How Brands use: STORIESRush Order, a Taco Bell Movie for 2014
MTV Movie Awards74 million impressionsDoubled snap followers in one
day
Taco Bell filmed a 4 minute movie starring Vine and Snapchat
influencers posted on their story during the 2014 MTV Movie Awards.
It announced the new Doritos Locos Taco, achieved 74M impressions
and doubled their snap followers in one day.
adage.com/article/news/snapchat-live-film-introduces-taco-bell-s-locos-taco/292629/
Case film video (hyperlinked from picture):
https://vimeo.com/114283418 (stop at 1.28)
How Brands use: STORIESWWF #LastSelfie campaign: striking
creative organic story combined with direct messages to followers
Reached their monthly donation goal in three days
Organic-
Capitalizing on the disappearing nature of snaps and stories,
WWF Denmark launched a #LastSelfie campaign to raise awareness
about endangered species. Purely organic, the campaign messaged
followers and encouraged users to share the image. They reached
their monthly donation goal in three days.
Case film video (also hyperlinked in picture):
https://www.youtube.com/watch?v=TOAHBSxMBEA
www.mmaglobal.com/case-study-hub/case_studies/view/31740
How Brands use: PRIVATE CHAT
16 Handles: one of the first brands to run a promotion using
SnapchatIn-store promotion using coupons sent as private snap1400+
engagements; media coverage from AdAge and Mashable
16 Handles, a NYC based froyo shop, has been credited as one of
the first brands to run a promotion using Snapchat. Resulted in
over 1400 engagements and media coverage from AdAge and Mashable
among other publishers.
First, users snapped photos of themselves onsite a 16 Handles,
then the account sent a coupon back to you. You wait to open the
snap coupon until you are at the register, as it has a 10s
shelf-life, and find out what discount you received!
www.slideshare.net/bdionline/16-handles-becomes-the-1st-brand-to-launch-snapchat-campaignresults-current-strategy-bdi-731-direct-messaging-marketing-forum
How Brands use: Influencers
Influencers create content for brand accounts or feature brands
in their own stories
Instagrammer Negin modeled Revolve clothing pre-Coachella
Negin also promoted the partnership via her Instagram
account
All content drove to a custom URL for eCommerce tracking
https://www.internetretailer.com/2016/04/15/revolve-clothing-turns-bloggers-snapchat-posts-sales
http://www.reelseo.com/brands-snapchat-marketing/
HOW BRANDS USE: SELFIE LENSES
Interactive selfie lenses available to all Snapchat users for 24
hours
Successful brand selfie lenses: Taco Bell for Cinco De Mayo: 224
million views (most popular)Gatorade:165 million viewsPeanuts the
Movie (first ever)
Lenses Not as expensive as the rumors say. Reaches Snapchat
users, not normally cross-promoted by brand but users may post to
other social media platforms
www.adweek.com/news/technology/snapchats-first-sponsored-lens-stars-peanuts-and-stream-candy-corn-167852
Gatorade example:
http://www.ibtimes.com/snapchats-super-bowl-sponsored-lens-gatorade-had-more-100-million-views-2298865
and
https://twitter.com/Gatorade/status/696787243277615104?ref_src=twsrc%5Etfw
HOW BRANDS USE: SELFIE LENSES
Interactive selfie lenses available to all Snapchat users for 24
hours
Successful brand selfie lenses: Taco Bell for Cinco De Mayo: 224
million views (most popular)Gatorade:165 million viewsPeanuts the
Movie (first ever)
Lenses Not as expensive as the rumors say. Reaches Snapchat
users, not normally cross-promoted by brand but users may post to
other social media platforms
www.adweek.com/news/technology/snapchats-first-sponsored-lens-stars-peanuts-and-stream-candy-corn-167852
Gatorade example:
http://www.ibtimes.com/snapchats-super-bowl-sponsored-lens-gatorade-had-more-100-million-views-2298865
and
https://twitter.com/Gatorade/status/696787243277615104?ref_src=twsrc%5Etfw
How Brands Use: Geofilters
Custom overlays for photos and video
Visible to anyone swiping left to view filters
Pitch Perfect 2: 6 million views
Other brands using paid geofilters: Disneyland, Starbucks,
McDonalds, Hollister, General Electric, Amex
Custom paid geo-filters effective for locations and
eventswww.adweek.com/news/technology/pitch-perfect-2-displays-strong-social-game-snapchat-instagram-164761Best
practice on geofilters (community and business) and how to
apply.
TYPES OF SNAPCHAT ADS
SnapAds 3V SnapAd - 10 seconds, in between friends stories, or
live stories. No swiping. SnapAd App Install - 10 seconds in a
teaser snap, swipe up to open an app store download page inside of
the Snapchat appSnapAd LFV - 10 seconds in the top snap, swipe up
to stream branded content up to 10-minutes of vertical or
horizontal videoSnapAd Web View - 10 second teaser snaps, swipe up
to launch a pre-selected mobile site within a seamless, full-screen
experience. 2. Sponsored Lenses 3. National Geofilters4. On-Demand
Geofilters 5. Sponsored Channels/Stories
TYPES OF SNAPCHAT ADS
MEASUREMENTThe six metrics you should measure on Snapchat as
created by Delmondo
Unique ViewersTotal ViewsCompletion RateStory
CompletionsScreenshots Average Views Per Snap
Quality stories > Quantity of snapsUse the features Snapchat
gives you to experimentMake snaps colorful and funFind a cadence
and stick to itDont set snap durations longer than neededUse
music/sound effectsLook at the camera when talkingPromote your
Boo-R code across multiple social platformsTIPS FOR SUCCESS
Quality stories > Quantity of snaps
Its all about providing a fun and engaging experience
Dont be afraid to try new things. Use all the functionality and
try to push the limits of the platform3 KEY TAKEAWAYS
Thank You!
[email protected]: nickciceroInstagram: nickcicero
[email protected]: KathyBairdTwitter:
@kathymbaird
