Here is a slideshare made for a work for a sports brand. You will find some key take aways.

1. Why Snapchat Channel
could be an opportunity
for brands

2. A media to consider

3. There is something between the 13-25 year olds & Snapchat

4. Snapchat is a mix
of Social, TV, Mobile
conversations / visual+ephemeral contents / app

5. SNAPCHAT AN OPPORTUNITY
Nourish a deeper & even more direct
connection with a specific consumers’ group
1

6. AN OPPORTUNITY FOR 3 MAIN REASONS
a-
b-
Direct connections to a large audience
Social media the way 13-25 YO like it
Still a land to conquerc-

7. LAND OF OPPORTUNITIES &
DIRECT CONNECTION TO A LARGE AUDIENCE
+

8. People use the platform (& like it)
Large & qualified audience
A specific langage (the perfect imperfect conversation)
It’s about live, direct, simple conversations
& will be better tomorrow
DIRECT CONNECTION TO A LARGE AUDIENCE

9. 100Musers
DIRECT CONNECTION TO A LARGE AUDIENCE

10. source: comScore Mobile Metrix, US, Jun 2014
3rdleading social media app (after Facebook & Instagram)
among 18-34 year olds by smartphone penetration
DIRECT CONNECTION TO A LARGE AUDIENCE

11. source: comScore Mobile Metrix, US, Jun 2014
3rdleading social media app (after Facebook & Instagram)
among 18-34 year olds by smartphone penetration
with 32,9%
DIRECT CONNECTION TO A LARGE AUDIENCE

12. source: comScore Mobile Metrix, US, Jun 2014
leading social media app (after Facebook & Instagram)
among 18-34 year olds by smartphone penetration
32,9 %
75,6 %
43,1 %
23,8 %
17,9 %
1-
2-
3-
4-
5-
DIRECT CONNECTION TO A LARGE AUDIENCE

13. source: Snapchat Stats, Business Desk, July 2014
North America Europe
Australia/ Oceania South America
Other
Age 25+ Age 18-24
Age 13-17
DIRECT CONNECTION TO A LARGE AUDIENCE

14. 67%
source: comScore Mobile Metrix, US, Jun 2014
user growth from dec. 2013-dec. 2014
DIRECT CONNECTION TO A LARGE AUDIENCE

15. DIRECT CONNECTION TO A LARGE AUDIENCE
In 3 years, the mobile social app has attracted a very specific audience.
Its success is linked to the features it offers to the 13-25 year olds
to express themselves.
=

16. SOCIAL MEDIA THE WAY 13-25 YO LIKE IT
LAND OF OPPORTUNITIES &
DIRECT CONNECTION TO A LARGE AUDIENCE
+
+

17. SOCIAL MEDIA VERSION 13-25 y.o.
Snapchat is a social mobile app
people use it to communicate one-to-one, one-to-few, and one-to-all
- for 1to1 communication :
- it keeps the integrity of conversation :
personal, unguarded and of the moment (ephemeral message)

18. Snap : a 1- 10 second photo or video (that you
can accompany with text, filters) sent to one or a
few friends that disappears after viewing.
SOCIAL MEDIA VERSION 13-25 y.o.

19. App Opens Here
1-to-1 messaging &
live video
Feed of directly sent
snaps & messages
Photo & video capture with
optional filter, doodle &
caption
Story feed - Mix of your own,
your friends, brands, celebs
& events
Friends & followers
management
swipe beween screens
SOCIAL MEDIA VERSION 13-25 y.o.

20. These are snaps
SOCIAL MEDIA VERSION 13-25 y.o.

21. Stories : Snaps threaded together to create a flipbook of moments for all your friends to
see. Each individual Snap lives for 24 hours before it disappears. There is no limit to the
number of Snaps you can add to your Story, and no rules for what you post. Anything goes.
Our stories : A location-based collaborative Story that doesn’t
just cover a live event; it throws a viewer into the experience itself.
Brand stories : Snapchat users choose to watch each Brand Story comprised of up to 20 seconds
of an advertisers’ photo and video content and delivered alongside Snapchat’s organic Story product
SOCIAL MEDIA VERSION 13-25 y.o.

22. Example of “Story”
Stories : Snaps threaded together to create a flipbook of moments for all your friends to
see. Each individual Snap lives for 24 hours before it disappears. There is no limit to the
number of Snaps you can add to your Story, and no rules for what you post. Anything goes.

23. Example of “Our Story” : Our EDC Story
Our stories : A location-based collaborative Story that doesn’t
just cover a live event; it throws a viewer into the experience itself.

24. 1BILLIONS STORIES / DAY
400MILLION SNAPS / DAY
100%of subscribers see the content
SOCIAL MEDIA VERSION 13-25 y.o.

25. SOCIAL MEDIA VERSION 13-25 y.o.
The art of
imperfect/ ephemeral
conversations

26. The art of ephemeral conversations
=
Fun & personal way to communicate on mobile
Integrity of conversations: personal, unguarded and at the moment
SOCIAL MEDIA THE WAY 13-25 YO LIKE IT

27. SOCIAL MEDIA THE WAY 15-25 YO LIKE IT
LAND OF OPPORTUNITIES &
DIRECT CONNECTION TO A LARGE AUDIENCE
+
+STILL A LAND TO CONQUER
+

28. STILL A LAND TO CONQUER FOR BRANDS
Some brands have succeeded in creating
engaging, compelling content by
embracing Snapchat fun langage
Taco Bell, Wet Seal, Samsung,
Universal, Honda, Mc Donald’s…

29. source; https://www.youtube.com/watch?v=lwqhExxwRU0
Ouija
Universal
October 2014

30. HEINEKEN
Snap Who?/ Coachella
Source: https://www.youtube.com/watch?x-yt-cl=84503534&x-yt-ts=1421914688&v=yJOa6iKNT4g

31. Samsung & The
Americam Music Awards
Samsung tapped into the popularity
of the “Live” section of Snapchat’s
“Our Story” feature — which
aggregates multiple users’ snaps
associated with a single live event in
one feed. It consisted of a stream of
posts from the American Music
Awards, sponsored by Samsung, in
an effort to promote its Galaxy
series.

32. Wet Seal gives control of its Snapchat
account to a 16-year-old blogger

33. Taco Bell uses Snapchat to excite fans about burritos
The fast-food chain said in its Shorty
Awards entry that, since the Beefy
Crunch Burrito is Taco Bell’s “most
obsessed-over, limited-time menu
item,” it wanted to announce the
burrito’s limited-time return in a way
that got fans as excited as the burrito
itself. “So we became the first major
brand to leverage Snapchat and
created the world’s first limited-time
product announcement. On Twitter,
we teased that we’d be announcing
something big. And fans clamoured
to follow Taco Bell on Snapchat to
get their exclusive, destructible
message. In fact, so many fans
rushed to follow us on Snapchat that
we broke the platform for an entire
day.”
And when Taco Bell finally made the
announcement, its fans did the work
for it, capturing the vanishing image
and posting it across the internet for
all to see.

34. Mc Donald’s
new commercial Sneak Peak
promotion on other social media network1
2 teaser

35. Mc Donald’s
new commercial Sneak Peak & new product
sneak peak with some stars3

36. Targeted Stories
Sneak Peaks
Celebrities Take over
Sales/ coupon code
FROM A BRAND’S POINT OF VIEW
SNAPCHAT IS GOOD FOR

37. =
In 3 years, the mobile social app has attracted a very specific audience.
Its success is linked to the features it offers to the 13-25 year olds to express themselves.
=
An opportunity for brands to connect with consumers
Strengthen the relationship with them (direct, more
personal, funnier, creative spirit, imperfection)
100 % views
SOCIAL MEDIA THE WAY 13-25 YO LIKE IT
LAND OF OPPORTUNITIES &
DIRECT CONNECTION TO A LARGE AUDIENCE
The art of ephemeral conversations
Fun & personal way to communicate on mobile
Integrity of conversations: personal, unguarded and at the moment

38. connect with Snapchat audiences
on their beloved device & media
But How

39. BRING THE BRAND EXPERIENCE
IN THE SNAPCHAT WAY
Offering & Promoting exclusive
compelling contents
2

40. 3 RULES
Focus on the brand value & the experience you want
to share
Make something complementary & different
than in other social platforms (Contents)
Embrace Snapchat langage
1-
2-
3-

41. SHARE EXCLUSIVE BRAND CONTENTS / STORIES
+
BRAND FOCUS/ SPREADING THE BRAND EXPERIENCE
+
IN THE SNAPCHAT WAY

42. WHAT
EXCLUSIVES STORIES
It has to be motivational / inspirational/ fun/ simple
FOR A SNAPCHAT AUDIENCE
SHARING EXCLUSIVE STORIES

43. exclusive
contents
products
exclusive sneak peaks
targeted story
SHARING EXCLUSIVE STORIES
celebrities/influentials
(athletes) take over
SALES

44. via brand account
WHERE
via our stories
via brand stories
3WAYS
SHARING EXCLUSIVE STORIES

45. WHY
tips, advice, sneak peak
promote sales, coupon,
new deals
challenges, rewards
events
direct connections
with consumers
build brand awareness
promote sales, coupon
HOW WHERE
Brand Account
(people have to subscribe
to watch the content)
SHARING EXCLUSIVE STORIES
Brand Stories
(paid media)
Our Stories
(collaborative content)
WHAT
exclusive stories

46. delivering compelling
content for all category
that fits with the target audience (13-25 year olds)

47. BE SURE TO MAKE IT WORK
Cross platform promotion
via global accounts or category account (depending on the story)
By plugging Snapchat to
the brand global digital ecosystem

48. promote the channel via brand global
channels & categories channels
reward
distribute the brand content
BE SURE TO MAKE IT WORK

49. Exclusive contents by using Snapchat Art of conversations
=
The stories have to focus on brand value
=
Exclusive content
Compelling stories (promote collaboration with the audience)
Global / part of a cross platform promotion
BRAND FOCUS/ SPREADING THE BRAND EXPERIENCE
SHARING EXCLUSIVE BRAND CONTENTS/ STORIES
IN THE SNAPCHAT WAY

50. From local to global
Has to be connected to other media
(snapchat channel has to be used for
exclusive content)

51. IMPACT &
OPTIMIZATION

52. IMPACT
Awareness & Engagement
(views, subscribers)
Preference
(store traffic)
Brand Favorability
(consideration : key image attribute in the target audience)
Purchase

53. IMPACT
Awareness & Engagement
(views, subscribers, like, share, comments)
Preference
(store traffic)
Brand Favorability
(consideration : key image attribute in the target audience)
Purchase
Linked to global promotion

54. OPTIMIZATION
More content collaborations (with users)
Cross platforms promotion (link to other digital platform & sales especially)
Bring the snapchat audience to another level in brand digital
strategy (by working on its segmentation)
Secure the investment on the platform for tomorrow

55. KEY TAKE AWAYS
Snapchat represents an opportunity to connect better with
the13-25 year olds (on their beloved device & media)
1. young consumers play with it / it’s the ultimate personal
short game among media platforms,
2. conversations with consumers/ great stories help to
interact with the audiences quickly & directly,
3. results awareness / favorability & engagement,
4. new products & exclusive contents showcase.
an opportunity
4 reasons for a brand to be there

56. “Now of age, those young digital natives
whose lives we cataloged without their consent are rebelling.
They don’t believe every action
has to be meaningful & permanent.
They imagine the web as deletable.
The Ephemeralnet is not only a new way to socialise,
it’s a new way to think about everything”
“The Rise of The Ephemeralness”
Techcrunch, june 2013
Sarah PEREZ

57. APPENDIX

58. ABOUT SNAPCHAT
PRODUCTS

59. Source: https://www.youtube.com/watch?x-yt-cl=84503534&x-yt-ts=1421914688&v=nJx6R5zbIfk
Geofilters

60. SNAPCHAT CASES

61. source; https://www.youtube.com/watch?v=lwqhExxwRU0
Ouija
Universal
October 2014

62. Samsung & The
Americam Music Awards
Samsung tapped into the popularity
of the “Live” section of Snapchat’s
“Our Story” feature — which
aggregates multiple users’ snaps
associated with a single live event in
one feed. It consisted of a stream of
posts from the American Music
Awards, sponsored by Samsung, in
an effort to promote its Galaxy
series.

63. Macy’s annual
Thanksgiving Day Parade
This was another campaign that
capitalized on the popularity of
Snapchat’s live-event feeds, featuring
s n i p p e t s o f M a c y ’s a n n u a l
Thanksgiving Day parade in New
York

64. Amazon and Hollister
on Black Friday
A m a z o n a n d H o l l i s t e r a l s o
sponsored a widely popular event on
Snapchat — one that was untethered
from a specific time and place,
however. The Black Friday-themed
“Our Story” featured a montage of
images and videos by users from the
busiest shopping day of the year,
alongside ads by the two brands on
Snapchat.

65. Wet Seal gives control of its Snapchat
account to a 16-year-old blogger

66. Taco Bell uses Snapchat to excite fans about burritos
The fast-food chain said in its Shorty
Awards entry that, since the Beefy
Crunch Burrito is Taco Bell’s “most
obsessed-over, limited-time menu
item,” it wanted to announce the
burrito’s limited-time return in a way
that got fans as excited as the burrito
itself. “So we became the first major
brand to leverage Snapchat and
created the world’s first limited-time
product announcement. On Twitter,
we teased that we’d be announcing
something big. And fans clamoured
to follow Taco Bell on Snapchat to
get their exclusive, destructible
message. In fact, so many fans
rushed to follow us on Snapchat that
we broke the platform for an entire
day.”
And when Taco Bell finally made the
announcement, its fans did the work
for it, capturing the vanishing image
and posting it across the internet for
all to see.

67. Mc Donald’s
new commercial Sneak Peak
promotion on other social media network1
2 teaser

68. Mc Donald’s
new commercial Sneak Peak & new product
sneak peak with some stars3

69. Let’s Talk !
www.alexandre-meyer.com
contact@alexandre-meyer.com
https://www.linkedin.com/in/alexandremeyer