Laura Wilson

1. @LAURAEWILSON#DSPHILLY
BATTLE OF MICRO-
STORYTELLING: MASTERING THE
“STORIES” FORMAT

2. LAURA WILSON, Senior Director of
Digital Engagement and Social Media
Georgetown University
@LAURAEWILSON
Previously:
Hilton Hotels & Resorts
ICF
Cvent
#DSPHILLY @LAURAEWILSON

3. #DSPHILLY @LAURAEWILSON
AUGUST 2016

4. #DSPHILLY @LAURAEWILSON
MARCH 2017

5. “THE INSTAGRAM COMMUNITY HAS
SHOWN US THAT IT CAN BE FUN TO
SHARE THINGS THAT DISAPPEAR AFTER A
DAY, SO IN THE MAIN FACEBOOK APP
WE’RE ALSO INTRODUCING FACEBOOK
STORIES.”
MARCH 2017
#DSPHILLY @LAURAEWILSON

6. #DSPHILLY @LAURAEWILSON
VERY FEW FORMATS, FEATURES, APPS,
OR SERVICES ARE UNIQUE.
A CONVENIENT TRUTH

7. #DSPHILLY @LAURAEWILSON
NEWSFEEDS WERE DESIGNED FOR DESKTOPS.
“STORIES” ARE MADE (ONLY) FOR MOBILE.

8. SNAPCHAT USERS ARE RACKING
UP
10 BILLIONVIDEO VIEWS PER DAY
SOURCE: SNAPCHAT, MAY 2016
#DSPHILLY @LAURAEWILSON

9. #DSPHILLY @LAURAEWILSON
INSTAGRAM STORIES NOW HAS 250M USERS PER DAY
(THAT’S MORE THAN SNAPCHAT).

10. #DSPHILLY @LAURAEWILSON
SNAPCHAT HAS ALMOST AS MANY TEENS AS
FACEBOOK, DESPITE BEING AN EIGHTH OF ITS SIZE.

11. #DSPHILLY @LAURAEWILSON

12. #DSPHILLY @LAURAEWILSON

13. #DSPHILLY @LAURAEWILSON
DON’T GET ROMANTIC ABOUT THE PLATFORMS.
LEARN THE CONTENT FORMATS, ADAPT + ADOPT.

14. #DSPHILLY @LAURAEWILSON
ACTUAL FOOTAGE OF YOU
TRYING TO DO IT ALL YOURSELF

15. #DSPHILLY @LAURAEWILSON
BUT HOW CAN I TELL
VISUAL STORIES
WHEN MY BRAND
ISN’T SO VISUAL?

16. #DSPHILLY @LAURAEWILSON
HERE’S WHAT TO DO:
REPURPOSE
YOUR
BEST
STUFF!

17. #DSPHILLY
CREATIVE
PRESENTATION OF
EDUCATIONAL TIPS
EXPERIAN’S
#CREDITSNAP
CREDIT
SCHOOL

18. #DSPHILLY @LAURAEWILSON
OPPORTUNITY TO
REPACKAGE CONTENT
AND TAILOR IT
SPECIFICALLY TO THE
PLATFORM
REPURPOSE CONTENT CONCEPTS
@STITCHFIX

19. #DSPHILLY @LAURAEWILSON
IF YOU HAVE A SMALL TEAM YOU MUST ADOPT
BRAND AMBASSADORS OR AN INFLUENCER STRATEGY

20. #DSPHILLY @LAURAEWILSON
‘A DAY IN THE LIFE’ CONTENT IS
THE EASIEST CONTENT SOURCE
FOR ANY INDUSTRY ON SNAPCHAT
AND
ON INSTAGRAM STORIES.

21. GEORGETOWN
STORIES
21#DSPHILLY @LAURAEWILSON
 BRAND AMBASSADORS
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

22. #DSPHILLY @LAURAEWILSON

23. #DSPHILLY @LAURAEWILSON
SIMPLE EXAMPLE
STORYBOARD

24. #DSPHILLY @LAURAEWILSON
FIND “INFLUENCERS” WHO ALIGN WITH YOUR BRAND
AND AGREE TO YOUR CAMPAIGN OBJECTIVES.

25. DEE 1
FIN LIT
TAKEOVER
25#DSPHILLY @LAURAEWILSON
 UNEXPECTED
INFLUENCER
 CELEBRITY VOICE
 EXPANDED REACH

26. #DSPHILLY
NO ONE TRULY ENJOYS LEFTOVERS.
OPTIMIZE YOUR CONTENT FOR THE PLATFORM.

27. #DSPHILLY
INTERACTNG WITH
CUSTOMERS
OR
INTER-BRAND
COLLABORATION
TAGGING + ENGAGING
@CHEERIOS

28. #DSPHILLY @LAURAEWILSON
UGC CAN BE A
REGULAR SOURCE OF
CONTENT FOR YOUR
BRAND ON
INSTAGRAM STORIES.
USER GENERATED
CONTENT @LACROIXWATER

29. #DSPHILLY @LAURAEWILSON
THIS IS ONLY
SUITED FOR
INSTAGRAM
STORIES
COMPLEX TEXT BASED STORYTELLING
@WASHINGTONPOST

30. #DSPHILLY @LAURAEWILSON
DRIVING TRAFFIC TO
LONGER FORM
WRITTEN CONTENT,
VIDEO, WEBSITES,
CONTEST RULES
TEASE TO DRIVE TRAFFIC
@SWEETGREEN

31. #DSPHILLY
MAJOR OPPORTUNITY FOR
CROSS PLATFORM PROMOTION
PAPERCLIP IS A GAME CHANGER

32. #DSPHILLY
THIS IS STILL
EXECUTED BEST
ON SNAPCHAT
DRAWING BASED STORYTELLING

33.  147 screenshots
 48 entries
Cost to us: $100
#DSPHILLY @LAURAEWILSON
DRAWING BASED CONTESTS

34. “RESTING JACK FACE”
STICKERS
#DSPHILLY
MEASURE ENGAGEMENT
WITH YOUR STICKERS BY
NUMBER OF SCREENSHOTS
TALK TO A SPECIFIC SUBSET OF
YOUR AUDIENCE

35. LIVE! GIVES YOU REAL ESTATE
ACCOUNT
TAKEOVERS
(ON OFF)
CTA +
CURATE
#DSPHILLY
GREAT FOR REALLY RAW
AND INFORMAL LIVE
CONTENT AND
INTERACTIONS WITH
FANS
LIVE CAN HELP IDENTIFY
YOUR SUPERFANS

36. ALWAYS TAG LOCATION TO EXPAND REACH
ACCOUNT
TAKEOVERS
(ON OFF)
CTA +
CURATE
#DSPHILLY
EXPAND RELEVANT
AND TARGETED
REACH AND
CRITICAL FOR
LOCATION BASED
BUSINESSES

37. #DSPHILLY @LAURAEWILSON
GEOLOCATION IS MORE
IMPORTANT THAN EVER TO
SNAPCHAT USERS

38. #DSPHILLY @LAURAEWILSON
LEVERAGE LOCATION WITH MINIMAL SPEND

39. REMINDER OF CALL TO ACTION
#DSPHILLY
STRATEGIC PLACEMENT + DESIGN
LOCATION
TIME
DESIGN
MESSAGE

40. FOCUS ON CUSTOMER CENTRIC DESIGN
SNAPCHAT IS FUN
YOUR GEOFILTERS
SHOULD BE TOO!
#DSPHILLY

41. EXAMPLE CAMPAIGN RESULTS
$15.78 total/for
6 hours
.04/usage
#DSPHILLY

42. DUNKIN DONUTS: MASS SCALE PERSONALIZED
12am - 8am 8am - 12pm 12pm - 5pm 5pm - 12am
#DSPHILLY @LAURAEWILSON

43. #DSPHILLY @LAURAEWILSON
3-6 seconds is the sweet
spot for Snap ad length
SNAP ADS CREATED TO LOOK LIKE A USER
SNAP

44. TARGET DELIVER
Y
LOCATION
SNAPCHAT SELF-SERVICE
ADS Released June 2017
Gives opportunity to reach a new
audience, drive video views, awareness,
and traffic

45. #DSPHILLY
Source: Instagram
PAID AND ORGANIC REACH HIGHER AND STILL EASIER
TO ACHIEVE ON INSTAGRAM (FOR NOW)

46. EASY DIY CREATION HACKS
#DSPHILLY

47. SNAPCHAT SPECIFIC PUBLISHING + ANALYTICS
TOOLS
#DSPHILLY

48. MOST IMPORTANTLY: EXPERIMENT WITH FORMAT
#DSPHILLY
@LAURAEWILSON
 Videos vs. photos
 Selfies and first person perspective vs. shooting other
people/subjects
 Using sound vs. no sound
 How many pieces to each Story
 Where your customers are most interested in following you

49. LAURA.WILSON@GEORGETOWN.EDU
@LAURAEWILSON
QUESTIONS?