Snapchat Tricks, best practices, and campaignexamples for strategiccommunications

@kfreberg

WhySnapchat?

Like all social media platforms, there are some

that stick with brands and users for a while,

and then there are those that captivate an

audience in a rapid manner.

Snapchat is one of these platforms that is

adding the personal element back to social

media and allowing users to create stories and

content in a more meaningful way.

The question everyone over 18 is asking

"Somewhere along the way, whenwe were building social media

products, we forgot the reason welike to communicate with ourfriends is because it's fun."

Evan SpiegelCEO and Founder of Snapchat

Frank Sinatra

Where to start?Download the appSet up an accountRead insights from key resources (ex. Mashable, Hootsuite, Delmondo, and Snapchat Strategy)

Download the geofilter guidesFollow brand guidelines from SnapchatFollow key influencers on SnapchatLook at brands you like to followTake notes on what stories seem to work and which ones do notExperiment and test content to determine your own voice

Set upyour ownSnapcodeMake sure your username isthe same as your other

handles

Determine who you want to connectwithFigure out how you want to personalizeit.Upload same profile picture usingPhotoshop Express AppConnect with usersShare Snapcode on GhostcodesStart snapping!

Set up yourcustomizedSnapcodeMake sure your username isthe same as your other

handles

You can create your own Snapcodewith either a video or your own profilepicture.It depends on which one you wouldprefer to useOpen Photoshop Express App to createthis.

SnapchatStoryboard

If you think about Snapchat like TV, you will be

fine. Each scene (or snap) should have a

purpose and direct relations to the overall

story. Propose outlining the snaps (or scenes)

you want to have for the day on Snapchat.

Have a mixture of content from pictures to

videos, camera pictures from Memories, text

content, etc. Keep this in mind when you are

covering conferences, events and sessions.

A key for successful accounts

Keep this in mind each day for yourSnapchat content

Snapchat Storyboard

Description of SnapTime

Filter / GeofilterVoice

VideoDetermine

Speed / TimingMotionFilter

IntroductionWelcome everyone

Talk aboutwhat you are

doing

Createyour firstgeofilter

Fun, easy, and prettyaffordable!

Create the geofilter either inCanva or PhotoshopDownload the Snapchat guidesas a start.Pick fonts from FreeFonts.comto change it upUpload filter to SnapchatSet up your geofenceWatch your analytics (views anduses)

SnapchatTakeoversAllow your audience toexperience a new voice +

connection

Most popular technique being used bybrands and other users to showcasefriends and even influencers.Be transparent with expectations andguidelines for each account.Nice change of pace for followers onSnapchat.Evaluate the response, feedback andmetrics from takeover from both sides.Share lessons learned and feedbackfrom both sides.

Sharecontentacrossother

platformsSave snaps to MemoriesShare them via Twitter (tag Snapchat)and hashtag you are using for anevent, conference, or session forothers to see.

Check outBrandedLenses

Great way to see what other brands andorganizations are doing to promotetheir products via SnapchatOne tactic brands are doing to gainawareness about an upcoming event,holiday, or even product launch.Sometimes to celebrate holidays andspecial occasions.Once created, save snap and then sharethis on Twitter (tag product + Snapchat)and give feedback to the brand.Save the snaps for later!

Example: Star Trek Beyond Snapchat Filter

BrandedLense for

Special Days /Holidays

Part of a larger brand campaign, butSnapchat is one channel to gain moreawarenessPersonalization of content with the brand.Gains exposure to product and ties it into aspecific eventMeasurement is achievable to determinenumber of views and uses of this filter fromSnapchat.

Example: Pepsi World Emoji Day

BrandedFilter forWorld

Emoji DayPart of celebrating World Emoji DayTies into their #ChevyGosEmojiCampaign from last year, where theylaunched a press release all in emojis.Connects to the brand while exposingthe audience back to the Chevy productAND National Ice Cream Day

Example: Chevy World Emoji Day

Experimentwith filters

There is NO right way to do a Snapchatfilter.Only way to determine this is to try it outfor yourself.Opportunity to express yourselfcreatively.Be open to experiment and see whatsnaps work and which ones do not.Save them to use for presentations andexamples (ex. classes, talks, casestudies, etc)

Example: Nike and LeBron James Filter

UseGeofilterson TravelsAnother way to showcase yourexperiences through travel.Most landmarks, neighborhoods,and locations in cities have thesearound.Mix these up in your videos andpictures.Save these to post across othersocial media platforms.Be aware of WiFi limitations and dataconsumption.

Example: The Bean in Chicago

Submit toLiveStories

Cities and holidays have these typesof stories to name a fewCreate a snap that ties into the livestory and submit thisMight only want to submit one tothese.Look and see if it ends up in the livestory on SnapchatBe creative not just with the filter, butalso with the stickers and emojis

Snapchat success doesn'thappen overnight. We are alllearning together on theevolving changes here.

You have to take it one snap at atime.

Karen Freberg

Delmondo

MashableSnapchat StrategyDigidayHootsuite#ChatSnap

Resources for Snapchat

Gary VaynerchukChris StrubsNick CiceroCarlos GilJay BaerMashable

Questionsor

Comments?

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