Session Leaders Kathy Baird, Managing Director of Social, North America, Ogilvy Public Relations Kathy Baird has worked in digital and integrated communications for 20 years. As the Managing Director of Content and Social in North America, Kathy oversees digital planning across the disciplines of consumer marketing, reputation management, and advertising. Her client experience includes MetLife, McGraw Hill Education, Mozilla Firefox, CSL Behring, Merck, Blue Cross and Blue Shield, BP, DuPont, UN Foundation and USAID. She is a worldwide board member of Ogilvy Public Relations. Nick Cicero, Founder & CEO, Delmondo Nick Cicero is the Founder and CEO of influencer marketing agency Delmondo, creator of the first Snapchat analytics solution for brands, and a strategy consultant at BRaVe Ventures. A leader in building digital content initiatives with a proven ability to set vision, strategy, and execute, Nick has worked on numerous innovative projects for some of the world’s largest brands and publishers like Sony PlayStation, Universal Music Group, Sports Illustrated, Conde Nast, Univision and Clear Channel. Session Description If you pay any attention at all to the social media sphere, you're probably aware that Snapchat has exploded over the past 12-18 months. It recently surpassed Twitter having now more than 150 million daily active users. That said, it's time to take Snapchat and vertical video very seriously (if you're not already!). This webinar will explore the basics of the platform architecture, the benefits to brands, and how to leverage paid opportunities. We will also dive into case studies and talk about some newly developed ways to measure your campaigns. From beginner to expert, this session will include something for everyone.

1. WORKSHOP:
A SNAPCHAT TUTORIAL

2. 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 CSO
Spectacles “I could see my own memory through my own
eyes…It was the closest I’d 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

3. 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 Billion
Video views on Snapchat daily
(7x more views per user than Facebook, all
mobile)
60%
Billi
on
of all Snapchat users
contribute content daily of U.S. 13 to 34 year-old smartphone
users are Snapchatters
60%

4. WHY SNAPCHAT?
1-to-1 and 1-to-Many
Users on Snapchat can send messages to one
another and also share public stories
Intent-Driven Action
Snapchat’s stories don’t load in the background like
Twitter or Facebook. Users actively have to start the
story by holding down their finger
Multi-Faceted Storytelling
Snapchat users have photos, videos, text and
drawing to create their messages to one another
Community-Based Discovery
Snapchat 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.

5. What Is Your Content Strategy?
How People Use How Brands Use
Sweet
Spot
FIND YOUR
SWEET
SPOT

6. What Is Your Content Strategy?
How
People
Use
How
Brands
Use
Sweet
SpotFIND YOUR
SWEET
SPOT
Objective
Driven
Target to
relevant
audience
Create
content
people
want to
experienc
e
Tailor to
Snapchat
Drive
business
value

7. Always Ready To Snap
“Snapchat isn’t about capturing the traditional Kodak
moment. It’s 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 Snapchat’s first blog post, July 2011

8. Be Real
“Instant expression says my identity is
who I am right now. It says I’m the result
of everything I’ve ever done, but I’m not
really the accumulation of all that stuff.”
Evan Spiegel, Snapchat Founder, June
2015

9. 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

10. TYPES OF SNAPCHAT CONTENT
STORIES
created by friends, brands,
influencers, celebs DISCOVER
created by publishers
(and sometimes brands)
LIVE STORIES
created by Snapchat

11. Organic
Brand uses
owned accounts
to share content
Paid
Brand pays for
their content
and/or ad to
appear
Post a Story
Burberry
Taco Bell, Short Film
Audi & The Onion, Super
Bowl
Lowe’s Home
Improvement
UFC
Private Chat
16 Handles
Work with Influencers
Revolve Clothing
Send $ via SnapCash
Sponsor a Selfie Lens
Taco Bell, Gatorade
Sponsor a GeoFilter
Starbucks, Pitch Perfect 2
Sponsor a Live Story
MTV
Video ad in Discover
Sperry in Cosmo
eCommerce Ads
Lancome, Target
Video ad in Live Stories
Goldman Sachs
HOW BRANDS ARE GETTING INVOLVED

12. Rush Order, a Taco Bell Movie for 2014 MTV Movie Awards
74 million impressions
Doubled snap followers in one day

13. 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
HOW BRANDS ARE GETTING IN

14. HOW BRANDS USE: STORIES
Rush Order, a Taco Bell Movie for 2014 MTV Movie Awards
74 million impressions
Doubled snap followers in one day

15. HOW BRANDS USE: STORIES
WWF #LastSelfie campaign: striking creative organic story combined with direct
messages to followers
Reached their monthly donation goal in three days

16. HOW BRANDS USE: PRIVATE CHAT
16 Handles: one of the first brands to run a promotion using Snapchat
In-store promotion using coupons sent as private snap
1400+ engagements; media coverage from AdAge and Mashable

17. 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

18. 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 views
Peanuts the Movie (first ever)

19. 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 views
Peanuts the Movie (first ever)

20. 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

21. TYPES OF SNAPCHAT ADS
1. SnapAds
1. 3V SnapAd - 10 seconds, in between friends
stories, or live stories. No swiping.
2. SnapAd App Install - 10 seconds in a teaser
snap, swipe up to open an app store
download page inside of the Snapchat app
3. SnapAd LFV - 10 seconds in the top snap,
swipe up to stream branded content up to 10-
minutes of vertical or horizontal video
4. SnapAd 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 Geofilters
4. On-Demand Geofilters
5. Sponsored Channels/Stories

22. TYPES OF SNAPCHAT ADS

23. MEASUREMENT
The six metrics you should
measure on Snapchat as created
by Delmondo
1.Unique Viewers
2.Total Views
3.Completion Rate
4.Story Completions
5.Screenshots
6. Average Views Per Snap

24.  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

25.  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

26. Thank You!
nick@delmondo.com
Snapchat: nickcicero
Instagram: nickcicero
kathy.baird@ogilvy.com
Snapchat: KathyBaird
Twitter: @kathymbaird