Pubcon Masters Snapchat PR Secrets 2017 by Lisa Buyer

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Pubcon Masters Snapchat PR Secrets 2017 by Lisa Buyer

Published on Jun 27, 2016

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PRESENTATION OUTLINE

Snapchat PR Secrets

2018 Essentials for Brands

Photo by DavidSandoz

Snapchat PR Secrets

2018 Essentials for Brands

Agenda

History
Why Snapchat Today?
Snapchat for Brands
Snapchat Trends
Measuring
Influencer Marketing
Geofilters, Ads & PR Hacks
Top 10+ Things to Do Right Now

Photo by tedmurphy

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Thank you @CathyHackl - Follow her!

Background Check

Launched in 2011 under name Picaboo
Communication with short-lived "disappearing" photos
From Founder Evan Spiegel's living room
Original Concept: Communication with short-lived "disappearing" photos
Primary Audience Gen Z and Millennials

This is a great infographic from delmondo on the history of Snapchat http://delmondo.co/infographic-snapchat-year-review/

Photo by yukop

2013
Facebook Tried To Buy Snapchat For $3B In Cash.

Photo by escapedtowisconsin

Snapchat says no way

http://www.people.com/article/victoria-beckham-snapchat-filter-eva-longoria...

Millennials would rather delete their main calling app than Snapchat

Millennials hate calling on the phone so much that they'd rather delete their main phone app altogether than lose Snapchat.

That's according to a new study from LivePerson, which surveyed 3,000 US smartphone users ages 18 to 65.

Some of the results weren't very shocking — most people prefer texting to calling — but somewhat surprising is the demise of the traditional "Phone" app, even among older generations.
http://www.businessinsider.com/millennials-snapchat-phone-app-2016-9?utm_so...

What if you could go back and see that memory the way you experienced it?
Enter: Spectacles

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2017

IPO Announced
Toyota 1st car brand to use Spectacles
Facebook introduces Snapchat inspired features
Today:166 million daily users who use the messaging app for 20-30+ minutes per day.
Instagram clones Snapchat with Instagram Stories

http://www.theverge.com/2016/4/28/11526294/snapchat-10-billion-daily-video-...

http://www.iphonehacks.com/2016/12/facebook-messenger-adds-camera-filters-e...

http://adage.com/article/digital/snapchat-expands-ads-platform-partners/307...

12.

2017 Trend
Images, tapping and augmentation are poised to replace typing.

Photo by fumi

13.

This Just In!
External link sharing could make Snap into a legitimate source of referral traffic

Photo by fumi

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The Evan-olution of Snapchat Tools

Links aka "Paperclips"
Backdrops
Voice Filters
Design a Custom Geofilter from Your Phone!
Snap Maps
Customized Stories
Watch a local basketball game right from your app!

Photo by epredator

15.

Snapchat Crushing the FB Game?

Multi-Snap and Tint Brush
Snap Maps
Bitmoji AR World Lenses
Context Cards
Sky Filters

Photo by tedmurphy

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What Happened?

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BUT...

Photo by Stuck in Customs

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Snapchat is the preferred social media platform for 47% of teens using the platform – up 12% year-over-year. - Piper Jaffray

Photo by InSapphoWeTrust

19.

Brands on Snapchat

Photo by JD Hancock

20.

Brands

Local businesses
Large brands
Celebrities
Personal brands

Photo by llasram

21.

Why?

REACH Gen Z and Millennials audience
Publicity/Branding
Influence
Storytelling
News
Customer service? Yes.
Advertising.
Events

Photo by Lotus Carroll

22.

"Behind-the-scenes videos that show workers prepping the food are most popular."
Marketing Manager
Lemonade Restaurant Chain

26.

Brand Trends

Takeovers
Promotions
Behind the scenes
Filters
Sponsored Lenses
Ads

Add audience spotlights
Add discounts?
Add Q&A
Add "Make your own ending"
Here are more: Raising Awareness, Announcing new products, HR Need a new hire?, Promoting new collections/products/services http://www.convinceandconvert.com/social-media-case-studies/5-creative-ways...

27.

Brand Trends

Cross Promote Offline and Online.

28.

Measuring

This is where Snapchat gets tricky

Photo by photomassacre

29.

ROI Not as Tangible

Compared to Other Social Networks

Photo by crazydean

30.

Measure

Total Unique Views
Total Story Completions
Story Completion Rate
Screenshots
Length - long or short?

Add Open Rate?

31.

Metrics School

Open Rate - aim for 50%
Completion Rate - aim for 95%
Follower Growth - use all offline and cross social opps, deep urls etc

What is cross social opps? Do you mean Cross promote on other social networks?

32.

Snaplytics.io

33.

Brands for Inspiration

@mashable
@UF1853
@ns4collin
@warbyparker
@grubhub
@sourpatchkids

Taco Bell?
JustinKan is my favorite!

34.

Snapchat Pros

@NickCicero
@GaryVee
@MPlato
@Shonduras

Photo by Thos003

35.

“We are not the sum of everything we have said or done or experienced or published—we are the result...

36.

We are who we are today, right now.”
— Evan Spiegel, CEO of Snap Inc.

37.

How do you think brands can use Snapchat for social media marketing?

Photo by Travis Estell

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39.

Snapchat Influencers

@Ginicanbreathe
@ShaunAyala
@CyreneQ
@Tristantales
@CalebMaddix
@Operamericano
@JedRecord
@iSocialFanz

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42.

A Geofilter in Times Square for 8 hours (12-8p.m) today would cost your brand only $929

Photo by Peter Talke Photography

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Purchase a stylus pen and use drawing tools and use the zoom feature http://www.bestbuy.com/site/adonit-jot-script-2-evernote-edition-fine-point...
Use close up video
Add a soundtrack to Snapchat to tell your story.

45.