Snapchat
The Disappearing Social
Network That Isn’t Going
Anywhere
Adam Gausepohl
PopShorts Creative Director
@adamgausepo...
A Social Advertainment Agency
Social Advertainment (noun)
Appealing to the audience by engaging them using
entertaining br...
We help brands create engaging and compelling stories
that are consistent across social platforms and screens.
Cyrene Quiamco
• Snapchat artist & story teller
• Owns and operates the11thsecond.com, a site for all things Snapchat.
• P...
Snapchat by the numbers
• 100M+ MAU (Mashable)
• 1 billion story views daily
(Business Insider)
• 760M+ Snaps per day
(Bus...
Digging deeper into college love for Snapchat (via Sumpto)
Why do teens love Snapchat?
“There aren't likes you have to worry about or
comments—it’s all taken away. Snapchat has a lo...
When a teenage girl attends a party, here’s how they
use Snapchat, Facebook and Instagram to document it:
You post yoursel...
Polling the audience
1) How many of you use Snapchat, for personal use? Monthly? Weekly? Daily?
2) How about as a brand?
3...
Problems with Snapchat, and how you can solve them.
Problem: It’s hard to build a large following with disappearing conten...
Problems with Snapchat, and how you can solve them.
Problem: It’s hard to build a large following with disappearing conten...
Problem: No clickable links makes it hard to prove an ROI or track success.
Problems with Snapchat, and how you can solve ...
Problem: No clickable links makes it hard to prove an ROI or track success.
Solution: You can try providing Snapchat-only ...
Problems with Snapchat, and how you can solve them.
Problem: Minimum spend is $750k per day to advertise with Snapchat.
Problems with Snapchat, and how you can solve them.
Problem: Minimum spend is $750k per day to advertise with Snapchat.
So...
Snapchat Campaign Possibilities
Earn a base level of followers and announce your presence on Snapchat in style.
Challenge: Walt Disney World wanted to joi...
Launching Your Snapchat Presence / Account Takeover
Earn a base level of followers and announce your presence on Snapchat ...
Challenge: The MLS wanted to raise their social profile during the
playoffs and raise awareness around the teams battling ...
Challenge: The Voice wanted to do something special for their fans on
Valentine’s Day.
Solution: We created a 24-hour Snap...
Challenge: Create a highly engaging Snapchat campaign to
promote the launch of the film Kingsman: The Secret Service
High ...
No Client. For fun example by CyreneQ.
Results: A ridiculously impressive 98%
story completion rate.
Creative / Clever / F...
Key Takeaways For Campaigns
- Be authentic.
- Create content specifically for Snapchat.
- Provide entertainment value to y...
Enough talking.
Let’s get Snapping.
PopShorts Trendera Bootcamp Snapchat Workshop
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PopShorts Trendera Bootcamp Snapchat Workshop

The PopShorts Creative Team, joined by PopShorts’ Social Thought Leaders on Snapchat, Kevin Jonas (celebrity & avid Snapchatter), Cyrene Quiamco (Snapchat artist & story teller) and Connor Kelpin (Snapchat artist), hosted an interactive workshop for 50+ executives from the world’s leading brands, studios, and agencies, as a part of the Trendera Bootcamp at the Soho House in Los Angeles. The first part of the session was a presentation that taught executives all about Snapchat, its growth, and the types of campaigns you can create to meet your marketing goals. The second part of the session we got everyone using the app by taking part in our Snapchat Story drawing contest, specially created for the executives in attendance. This was a fun way for the execs to get a real feel for the app, and to understand how the mobile millennials they are trying to reach can interact with their brand via simple and effective Snapchat Stories.
Published on: Mar 4, 2016
Published in: Social Media      
Source: www.slideshare.net


Transcripts - PopShorts Trendera Bootcamp Snapchat Workshop

  • 1. Snapchat The Disappearing Social Network That Isn’t Going Anywhere Adam Gausepohl PopShorts Creative Director @adamgausepohl
  • 2. A Social Advertainment Agency Social Advertainment (noun) Appealing to the audience by engaging them using entertaining branded content or brand clips that are specifically designed for social distribution.
  • 3. We help brands create engaging and compelling stories that are consistent across social platforms and screens.
  • 4. Cyrene Quiamco • Snapchat artist & story teller • Owns and operates the11thsecond.com, a site for all things Snapchat. • Prefers to draw on her LG G2 Fun Fact: Doesn’t like to eat veggies Snapchat Thought Leaders Connor Kelpin • Snapchat artist • Specializes in portraits and intricate Snapchat drawings • Prefers to draw on his iPad Fun Fact: Connor can solve a Rubik’s Cube in under 60 seconds
  • 5. Snapchat by the numbers • 100M+ MAU (Mashable) • 1 billion story views daily (Business Insider) • 760M+ Snaps per day (Business Insider) • 70% of Snapchat users are women (WSJ) • 18% penetration amongst US social media users (eMarketer) • 71% of Snapchat users are under 25 years old. (Adweek)
  • 6. Digging deeper into college love for Snapchat (via Sumpto)
  • 7. Why do teens love Snapchat? “There aren't likes you have to worry about or comments—it’s all taken away. Snapchat has a lot less social pressure attached to it.” – Andrew Watts, 19 I highly recommend reading his entire article titled A Teenager’s View on Social Media. Written by an actual teen. https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6
  • 8. When a teenage girl attends a party, here’s how they use Snapchat, Facebook and Instagram to document it: You post yourself getting ready for the party, going to the party, having fun at the party, leaving at the end of the party, and waking up the morning after the party. You post the cute, posed pictures you took with your friends at the party with a few candids (definitely no alcohol in these photos). You pick the cutest one of the bunch to post to your network.
  • 9. Polling the audience 1) How many of you use Snapchat, for personal use? Monthly? Weekly? Daily? 2) How about as a brand? 3) As a brand, does it concern you that content disappears? 4) What are the biggest challenges Snapchat poses to you as a brand? 5) How many of you would have sold out to Mark Zuckerberg for $3B?
  • 10. Problems with Snapchat, and how you can solve them. Problem: It’s hard to build a large following with disappearing content.
  • 11. Problems with Snapchat, and how you can solve them. Problem: It’s hard to build a large following with disappearing content. Solution: Plan out your Snapchat stories, then cross-promote them heavily on your other social channels. And save your Snaps! Post one of the best Snaps (or a collage of Snaps) to Instagram, or Tumblr, or make a video of your stories and share them to YouTube.
  • 12. Problem: No clickable links makes it hard to prove an ROI or track success. Problems with Snapchat, and how you can solve them.
  • 13. Problem: No clickable links makes it hard to prove an ROI or track success. Solution: You can try providing Snapchat-only promo codes to see if they convert for you. Also keep an eye on what percentage of people complete your stories and see where people are dropping off. Problems with Snapchat, and how you can solve them. Drop-off - 31.31% - 1.49% - 2.76% - 1.43%
  • 14. Problems with Snapchat, and how you can solve them. Problem: Minimum spend is $750k per day to advertise with Snapchat.
  • 15. Problems with Snapchat, and how you can solve them. Problem: Minimum spend is $750k per day to advertise with Snapchat. Solution: Work with influencers. They can help you reach millions of engaged Snapchat users with a manageable budget.
  • 16. Snapchat Campaign Possibilities
  • 17. Earn a base level of followers and announce your presence on Snapchat in style. Challenge: Walt Disney World wanted to join the Snapchat conversation in a magical way. Solution: Disney brought in Snapchat artists and influencers MPlatco and Shonduras to live Snap for a full 24 hours from within the Walt Disney parks. Disney promoted the Snapchat campaign across all of their social media properties and blogs. Launching Your Snapchat Presence / Account Takeover
  • 18. Launching Your Snapchat Presence / Account Takeover Earn a base level of followers and announce your presence on Snapchat in style. Results: Fans bought in, with Walt Disney World gaining over 50k followers in just 24 hours. The response on Twitter was overwhelmingly positive.
  • 19. Challenge: The MLS wanted to raise their social profile during the playoffs and raise awareness around the teams battling for the MLS Cup. Solution: Each week of the playoffs the MLS held a special “Snap Off” between two popular Snapchat artists, where their fans would screen capture their favorite drawing to vote for the winner. The winner would then take on a new artist the following week. Snapchat Voting / Polls Snapchat lets you see how many of your fans screen capture each snap, allowing you to host a vote on Snapchat where users simply screen capture a snap to place their “vote”. MPlatco Vs EMGarber Results: Thousands of users took part each week by screen capturing their favorite drawings.
  • 20. Challenge: The Voice wanted to do something special for their fans on Valentine’s Day. Solution: We created a 24-hour Snapchat story where fans could request one of the four celebrity judges to be their #VoiceValentine, and they would receive a special Valentine’s Day snap back from their crush. Fan Engagement / Interaction Snapchat stories allow for timely engagement, making it perfect for holiday campaigns, special events, movie or product launches, etc. Results: Over 7,000 fans submitted snaps to request their #VoiceValentine.
  • 21. Challenge: Create a highly engaging Snapchat campaign to promote the launch of the film Kingsman: The Secret Service High Impact / Mass Reach It’s important to provide entertainment value on Snapchat to keep your audience’s attention and deliver a lasting impact with your campaign. Solution: Snapchat stories from 4 influencers with original Snap Art by Snapchat artists. Results: Over 6.1M story views were recorded, with an average story completion rate of 92%. Over 4k snaps were received from fans drawing themselves as a Kingsman spy.
  • 22. No Client. For fun example by CyreneQ. Results: A ridiculously impressive 98% story completion rate. Creative / Clever / Fun Get creative. Your audience will appreciate it.
  • 23. Key Takeaways For Campaigns - Be authentic. - Create content specifically for Snapchat. - Provide entertainment value to your audience. - Cross-promote. Cross-promote. Cross-promote. - Interact with your fans. Open their snaps and reply; don’t leave them hanging. - Get creative. Give your fans a reason to want to watch your stories. - Have fun with it. Snapchat doesn’t require perfection.
  • 24. Enough talking. Let’s get Snapping.

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