senior director, digital + social media georgetown … · cross promote your snapchat campaigns...
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May 22-24, 2017 | Atlanta
Case Studies: Snapchat Content Strategies
#shakeupshow www.socialshakeupshow.com @LAURAEWILSON
LAURA WILSON SENIOR DIRECTOR, DIGITAL + SOCIAL MEDIA Georgetown University
@LAURAEWILSON
May 22-24, 2017 | Atlanta
SUCCESSFULCONTENTMODELS
#socialshakeup @LAURAEWILSON
BRAND STORYTELLERS (REOCCURRING)
ACCOUNT TAKEOVERS (ONE OFF)
CTAs +
CURATION +
CONTESTS
May 22-24, 2017 | Atlanta #socialshakeup @LAURAEWILSON
SPENDMORETIMEONCONTENTCREATIONPROCESSESFORSNAPCHAT+LESSTIME
CREATINGCONTENTYOURSELF
IFYOUHAVEASMALLSOCIALTEAM…
May 22-24, 2017 | Atlanta
BRANDSTORYTELLERS
#socialshakeup @LAURAEWILSON
WHOARETHEBESTPEOPLETOTELL
YOURBRAND’S(SNAP)STORY?
May 22-24, 2017 | Atlanta
BRANDSTORYTELLERS
#socialshakeup @LAURAEWILSON
May 22-24, 2017 | Atlanta
WHATSTORYLINESCANTHEYTELL?
#socialshakeup @LAURAEWILSON
LOOKATYOURBRANDPILLARSTOHELPDETERMINE
CONTENTSTRATEGY
May 22-24, 2017 | Atlanta
CHOOSINGYOURBRANDSTORYTELLERS
#socialshakeup @LAURAEWILSON
1. Identify a “cast” that truly represents your brand
2. Consider the story lines these creators can tell 3. Give some content guiderails but creative freedom is
key to what creates the magic
4. Pay close attention to metrics to inform future content
May 22-24, 2017 | Atlanta
SNAPCHATTAKEOVERSARESTILLEFFECTIVE
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May 22-24, 2017 | Atlanta #socialshakeup @LAURAEWILSON
1. Establish guidelines/rules with content creator
2. Discuss objectives of the takeover
3. Storyboard ideas and outline content dos + don’ts
4. Determine how you will facilitate the takeover
5. Ensure the content creator introduces + concludes
KEYDIFFERENCE:TAKEOVERSMAYONLYAPPEALTOA
NICHEAUDIENCEFORYOURBRAND
May 22-24, 2017 | Atlanta #socialshakeup @LAURAEWILSON
SIMPLE EXAMPLE STORYBOARD
May 22-24, 2017 | Atlanta
GIVEDIRECTIONTOYOURFANS
#socialshakeup @LAURAEWILSON
ACCOUNT TAKEOVERS (ONE OFF)
CTA + CURATE
May 22-24, 2017 | Atlanta
RESPONSESFROMFANS=CONTENTSOURCE
#socialshakeup @LAURAEWILSON
ACCOUNT TAKEOVERS (ONE OFF)
CTA + CURATE
May 22-24, 2017 | Atlanta
SCAVENGERHUNTUSINGGEOFILTERS
@LAURAEWILSON
#socialshakeup
May 22-24, 2017 | Atlanta
SCAVENGER HUNT USING GEOFILTERS
@LAURAEWILSON
#socialshakeup
May 22-24, 2017 | Atlanta
USESNAPCHATSPECIFICFUNCTIONALITY
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SUGGESTEDSTICKERSHAVEBEENHUGELY
POPULAR
May 22-24, 2017 | Atlanta #socialshakeup
STRATEGICPLACEMENT+RELEVANTDESIGN
@LAURAEWILSON
May 22-24, 2017 | Atlanta #socialshakeup
CUSTOMERCENTRICDESIGN
@LAURAEWILSON
SNAPCHAT IS FUN YOUR GEOFILTERS SHOULD BE TOO!
May 22-24, 2017 | Atlanta #socialshakeup
DESIGNFORUSERENGAGEMENT
@LAURAEWILSON
May 22-24, 2017 | Atlanta #socialshakeup
EVENTSWILLREACHCAPTIVEAUDIENCES
@LAURAEWILSON
May 22-24, 2017 | Atlanta #socialshakeup @LAURAEWILSON
EXAMPLE CAMPAIGN RESULTS
$15.78total/for6hours.04/usage
May 22-24, 2017 | Atlanta #socialshakeup @LAURAEWILSON
EXAMPLECAMPAIGNRESULTS
$46.31total/for30hours.20/usage
May 22-24, 2017 | Atlanta #socialshakeup @LAURAEWILSON
1. Do your research! Choose location + time strategically 2. Geofilters can make effective CTAs (think scavenger hunt,
voting, or a contest)
3. Consider using a filter to raise awareness of an issue, cause, or an event
4. Make the design more about them and less about you
GEOFILTERGUIDANCE
May 22-24, 2017 | Atlanta
CROSSPROMOTEWHEREVERPOSSIBLE
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PROMOTEYOURSNAPCAMPAIGNSONOTHERRELEVANTPLATFORMS
GIVINGMORELIFETOYOURSNAPCHATSPECIFICCAMPAIGNS
May 22-24, 2017 | Atlanta
GROWYOURSNAPCHATCOMMUNITY
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MAKETHEASKANDGIVETHEMAREASONTOKEEPWATCHING!
May 22-24, 2017 | Atlanta
KEEPREMINDINGYOURCUSTOMERS!
#socialshakeup
THINKDIGITAL+PHYSICALTOUCHPOINTSTOPROMOTEYOURBRAND’SSNAPCHATPRESENCE
@LAURAEWILSON
May 22-24, 2017 | Atlanta
MEASURINGSUCCESS
#socialshakeup
§ Followers§ Views§ TotalStoryComple\ons§ Screenshots§ OpenedSnaps§ ReceivedSnaps§ Conversionsongeofilters§ ConversionsonTrackableCTAs
@LAURAEWILSON
May 22-24, 2017 | Atlanta
MAJORKEYSRECAP
#socialshakeup
🔑 Leverage client, customer, employee or product stories to show authentic “day-in-the-life” content Cross promote your Snapchat campaigns including geofilters on established social media channels to build excitement+ buzz
Tie the geofilter design into the location and date to make it as relevant as possible for users Save money by getting hyperlocal with your geofilter campaigns to reach highly targeted audiences
🔑 🔑 🔑
@LAURAEWILSON
May 22-24, 2017 | Atlanta
#shakeupshow www.socialshakeupshow.com @LAURAEWILSON
LAURA.WILSON@GEORGETOWN.EDU
@LAURAEWILSON
QUESTIONS?
May 22-24, 2017 | Atlanta
DIY CONTENT CREATION HACKS
@LAURAEWILSON
#shakeupshow
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