Is Snapchat right for your company? And how do you begin to build consistent consumer engagement on the platform?

1. Building
a
Content
Strategy
on
Snapchat

2. @kcgeen
#BiSummit
Building
a
Content
Strategy
on
Snapchat
KC
Geen
Head
of
Global
Social
Media,
Groupon

3. Snapchat
101
Snapchat
is
a
mobile
photo/
video
app
that
allows
users
to
share
“snaps”
for
up
to
10
seconds
before
it
gets
deleted
forever.
“Stories”
was
introduced
in
Fall
2013
and
consist
of
a
series
of
snaps.
These
stories
can
be
viewed
for
up
to
24
hours.

4. Why
Snapchat?

5. Snapchat
has
over
100
Million
ac9ve
users
and
is
fast
approaching
200
Million

6. 71%
of
Snapchat’s
American
users
fall
in
the
18-­‐34
range
while
45%
are
between
18-­‐24
years
old.

7. Source:
SUMPTO

8. Snapchat
has
become
a
highly
effec9ve
way
for
brands
to
interact
with
current
customers
and
acquire
new
ones

9. Is
Snapchat
right
for
your
brand?
1. Is
your
target
demographic
below
34
years
old?
2. Are
you
a
BtoC
brand?
3. Do
you
have
the
resources
to
consistently
post
and
respond?
4. Do
your
consumers
like
giveaways
and
contests?
5. Are
you
focused
more
on
awareness
than
conversion?

10. How
can
brands
get
started?

11. A
New
Focus
ShiG
in
Content
Marke9ng
Quality
Content
&
Amazing
Visuals
Pay
for
Play
Content
that
Drives
Engagement
&
Community
Involvement

12. What
is
Content
Marke9ng
on
Snapchat?

13.
Cut
through
the
noise
by
crea9ng
a
super
temporary
impression
that
is
truly
of
the
moment
and
engages
your
consumers.

14. 5
Second
Rule
Amazing
Visuals
Amplify
the
Organic
Benefits
Cohesive
Brand
Voice
Stay
True
to
the
Nature
of
the
PlaWorm
“Engagement
is
the
best
metric
to
measure
content
markeFng.”
Ninan
Chacko,
CEO,
PR
Newswire

15. Content
Examples

16. Engaging
Fans
is
Key
Tell
a
story:
beginning,
middle,
end
Entertain
Create
a
reason
to
engage
Groupon

17. Engage
with
Contests
GrubHub
Stay
true
to
Snapchat
Cohesive
theme
Bring
the
brand
to
life
with
unique
prizes

18. Provide
Exclusive
Offer
WetSeal
Unveil
discounts
Strong
value
prop
Keep
it
short
&
surprising
GrubHub

19. Give
Fans
a
Sneak
Peak
Free
People
The
Associa9on
of
Surfing
Professionals
Embrace
humor
Be
9mely
Sneak
peaks
and
surprises
work
great
in
emphermal
marke9ng

20. Use
the
plaWorm
as
it’s
intended
Create
content
similar
to
what
your
customers
are
sharing
Respond
to
snaps
and
engage
with
fans
Make
your
fans
feel
special
Test
and
have
fun!
Key Content Marketing Takeaways…

21. @kcgeen
#BiSummit
Thank
you!