a snapchat tutorial, evan garber, social fresh conference 2016

Snapchat: EMGarberSnapchat: EMGarber

WORKSHOP: A SNAPCHAT TUTORIAL

Evan Garber: Snapchat Creator|Strategist|Expert

Snapchat: EMGarber

●About Me●Why is Snapchat so Hot?●Types of Content●How Brands Are Getting Involved●Snapchat Functionality●Creating a Story●Measurement●Tips & Tricks

WHAT WE’LL COVER


● Snapchat Creator|Strategist|Expert● Former engineer turned Snapchatter● Noticed as one of the first Snapchat

stars to grow organically on the platform

● Snapchat art, snapchat stories, ridiculous trick shots, pizza, interactive games, emoji fun

● Worked w/ brands such as Disney, General Electric, Nintendo, McDonald’s, AT&T, Major League Soccer and more!

ABOUT ME

Snapchat: EMGarber

●1-to-1 and 1-to-many●Intent-driven action●Multi-faceted storytelling●Community-based

discovery

WHY SNAPCHAT?

Snapchat: EMGarber

WHY SNAPCHAT?

Minutes per day spent on Snapchat by the average user

25

Snapchat monthly users over the age of 18

74%Estimated Snapchat monthly active

users and 100 million daily active users

200 Million

10 BillionVideo views on Snapchat daily (7x more views per user than Facebook, all mobile)

60%of all Snapchat users contribute content daily

of U.S. 13 to 34 year-old smartphone users are Snapchatters

60%

Snapchat: EMGarber

TYPES OF SNAPCHAT CONTENTSTORIES

created by friends, brands, influencers, celebs DISCOVER

created by publishers (and sometimes brands)

LIVE STORIEScreated by Snapchat

Snapchat: EMGarber

●Collaborations and takeovers●Tap into partners, existing social

channels or employees●Influencer Campaigns●Polls and Contests

HOW BRANDS ARE GETTING IN

Snapchat: EMGarber

Collaborations and Takeovers

● Work with creators that can provide a new perspective to your brand’s content

● Takeovers can allow a new style of content to be consumed by your audience

● Keeps your account new and fresh


Snapchat: EMGarber

Tap into Partners, Existing Social Channels or Employees

● Collaborate with partners to create unique content and access shared audiences

● Use cross platform promotion● Use resources you already have access to


Snapchat: EMGarber

Influencer Campaigns

● Work with influencers that have same interests as your brand

● Access to a new audience● Spread a message through a voice an

audience already trusts


Snapchat: EMGarber

Polls and Contests

● Create engaging stories with a CTA that will result in rewards

● Use Snapchat as a unique space to gain access to promotion codes, coupons, BTS information

● Use a CTA with select choices (screenshot favorite) to determine best interests


Snapchat: EMGarber

● US Open Tennis gives artists access to their Snapchat account

EXAMPLES

● Disney invites Influencers to the parks for custom takeovers and stories

● General Electric hosts Project Garages inspiring that innovation can come from anyone, anywhere, anytime

Snapchat: EMGarber

SNAPCHAT FUNCTIONALITYTake a SnapReceived Snaps Stories Discovery

Snapchat: EMGarber

Take a Snap● This is where you take

a snap (photo/video)● Tap anywhere on

screen to adjust focus● Tap Camera to take a

photo● Hold Camera to take a

video (max 10 seconds)● Tap & hold on face to

open the Lens feature

SNAPCHAT FUNCTIONALITY

Flash

Camera OrientationSettings

Received Snaps Screen

Stories Screen

Take Picture/Video

Snapchat: EMGarber

Received Snaps● This is where snaps

sent directly to you are viewed

● To start a Chat, swipe right on a friend's name or tap the Chat icon in the top left corner of the Feed screen


Snapchat: EMGarber

Chat● Messaging function of

Snapchat● Have written

conversations● Upload photos from

gallery● Phone calls over wifi● Take & send photo● Live video calls● Send emoijs/clipart


Options

Text Box

Upload Photo Live Video

Take Photo

Phone Call

Emojis/Clipart

Snapchat: EMGarber

Stories● Snaps here are

broadcasted to everyone● My Story

● My snaps

● Discover● Brand Snaps

● Live Stories● Created by Snapchat

● Friend Stories● Friend snaps


My Story

Snap DropdownDiscover

Friend Stories

Live Stories

Snapchat: EMGarber

Discover● Created by brands and

publishers● Post production content● Reserved paid space


Discover Channels

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Types of Stories● Live Event: Bring audience on an unscripted adventure

surrounding a live event ● Scripted: Short story form● Animation: Stop motion, drawing, personifying objects● Interactive: Games, contests, required CTA● Hosting: Be the narrator, interview type format

CREATING A STORY

Snapchat: EMGarber

Campaign Ideation● Determine Campaign Goals: Raise awareness, promotional codes, spread a

message, create hype, entertainment, etc.● Create Strategy: Be sure to use all resources to create a well rounded and

unique campaign● Choose Story Type: Determine which style best suits the brand’s voice and

approach● Organize Production and Resources: Itemize every part of campaign to assure

all elements are accounted for● Story Board: Brainstorm and outline content to assure smooth flow

CREATING A STORY

Snapchat: EMGarber

Storyboard● Create a spreadsheet highlighting all

aspects of story● Number of snaps● Picture or video● Duration of each snap● Visual description● Text overlay● Location of content● Time to post● Assign tasks

CREATING A STORY

Snapchat: EMGarber

Create a Story● Storyboard: Brainstorm and outline content to assure smooth flow● Click Bait: Make closing snap colorful so the story icon is appealing● Strong Intro Snap/Video: Provide exciting first impression● Create Body: Create and post body of story

- Use all Snapchat functionality- Treat audience as if they are with you (use 'we' instead of 'I')- Create curiosity - Be engaging- Change scenery/ camera angles- Don’t over extend story length (quality > quantity)

CREATING A STORY

Snapchat: EMGarber

Visual Style● Color: Add color to brighten up the snaps (fun and exciting).

Use colors of brand to establish your style● Text: Use text to enhance a message. Also for users who

have sound off.● Emojis: Use emojis for creativity or increase the emotion of a

snap● Illustration: Fun & creative way to improve the Snapchat

feeling of a story● Filters: Adds visual effects to change the mood of a story

(B&W vs. bright color)● Camera Position: Change camera position/angle to add

volume

CREATING A STORY

Snapchat: EMGarber

MEASUREMENT

The six metrics you should measure on Snapchat as created by Delmondo

1. Unique Viewers2. Total Views3. Completion Rate4. Story Completions5. Screenshots6. Average Views Per Snap

Snapchat: EMGarber

● Quality stories > Quantity of snaps● Use the features Snapchat gives you to experiment● Make snaps colorful and fun● Find a cadence and stick to it● Don’t set snap durations longer than needed● Use music/sound effects● Look at the camera when talking● Promote your Boo-R code across multiple social platforms

TIPS FOR SUCCESS

Snapchat: EMGarber

● Quality stories > Quantity of snaps

● It’s all about providing a fun and engaging experience

● Don’t be afraid to try new things. Use all the functionality and try to push the limits of the platform

3 KEY TAKEAWAYS


Thank [email protected]

Snapchat: EMGarberInstagram: EMGarber

Twitter: EmgarberSnaps

Evan Garber: Snapchat Creator|Strategist|Expert

a snapchat tutorial, evan garber, social fresh conference 2016

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