The document provides a recap of a Snapchat for Business event featuring Kate Talbot and influencers Michael Platco, Frankie Greek, and Justin Wu. The event covered Snapchat case studies, tips for using Snapchat for business, and a Q&A with the influencers. Key takeaways included how brands like POPSUGAR, NPR, and AnchorFree are using Snapchat, the importance of storytelling and transparency for influencers, and tracking engagement through screenshots and views.

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SNAPCHAT LIKE A PRO
PRESENTED BY:

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EVENT RECAP
Part One: Kate Talbot VIP Session
> Snapchat for Business Case Studies
> POPSUGAR
> Emoticode
> Metrics & Measurement
Part Two: Tips from Our Influencers
> Michael Platco
> Frankie Greek
> Justin Wu

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Snapchat for Business
WITH KATE TALBOT
Kate is the Author of the new release,
Oh Snap! You Can Use Snapchat for
Business
Kate’s Background:
✓ 10+ years in Social Media Marketing
✓ Virgin America Social Lead
✓ Kiva.org Social Lead
✓ Social Media Examiner & KISSMetrics
Contributor
✓ Proven online growth marketer at
early stage startups
Follow Kate on Snapchat: kataya102

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OH SNAP! CASE STUDIES
• “Most surprising Case Study from the book.”
• Teaching reluctant reporters to use Snapchat, humanize very high
quality content, and achieve C-Suite buy-in.
• NPR realized more engagement on Snapchat vs. Facebook by posing
questions to fans.
• A deep-dive into the media brand housing eight editorial portfolio
brands, and takeaways from their inclusion on Snapchat’s Discover
platform: Snapchat providing excel sheets as analytical data to their
Discover editorial brands.
OH SNAP! ALSO INCLUDES…

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POPSUGAR CASE STUDY
We were lucky to have a POPSUGAR marketer in the session, providing
us with perspective on the media company’s Snapchat strategies.
Chat
Successful method of engaging with peers + fans.
Influencer Takeovers
At the core of their main strategies: Testing new POPSUGAR Select
Program where influencer takeovers translate editorial content to a
more digestible form, via Snapchat. Tip: Integrate Emoticode!
Email
Include Snapchat QR Codes and CTAs in email marketing.
Verticals
POPSUGAR houses 10+ verticals but use Snapchat as a catch-all.

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EMOTICODE
Even seen a seemingly random string of emojis, numbers, and letters in
a social media post? Similar to LinkMoji (try 🍕 😀 🐜 🏂 🍑 🌻 🔑 🌾 .🍕 💩 .ws)
Here’s how it works:
• Screenshot a Snap or Instagram post, and use Emoticode to redirect.
• Used by industry leaders including ShopStyle, Everlane, &
POPSUGAR.
• You can learn more here!

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ANCHORFREE
AnchorFree, the world’s largest Internet Freedom & Privacy Platform, was
also in attendance. Here’s what we learned from them.
AnchorFree are using Snapchat as a Customer Service tool:
✓ Real-time, on their terms and channels
✓ Instant solutions, instant gratification
✓ With 400M+ users, testing additional customer service mediums is
incredibly valuable. Find what sticks and scale it!
Crisis Communications?
Also mentioned: Snapchat could become a powerful tool in crisis
communications – think authenticity, scalability, and ability to put a face to
the releases. Even in journalism and reporting, “You heard it here first,” via
real-time (or live) Snapchat Stories.
Recommendation: Kate encouraged AnchorFree engage in content
marketing, promoting their innovative customer service focus.

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METRICS & MEASUREMENT
Drop-off Rate: You’re telling a story. See how it’s resonating from
beginning to end!
Screenshots: Pay attention to the number of times your snaps were taken
outside of the platform via screenshot – being saved for later consumption
or Emoticode conversion.
Uses: Number of times your Geofilter was used in any period of time.
Views: Total number of times your snap was seen – Stories & Geofilters.
Chats: Amount of customers highly engaged, messaging through the
platform.
Brand Awareness: Tough-to-measure aspect where Snapchat impacts app
downloads, brand recognition and perception, etc.
Discover-Tier Metrics: Includes engagement and enhanced reporting.
*Note: Snapchat is still new to reporting, expect little even at top tiers.

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FINAL TAKEAWAYS
Building a Follower Base
Geofilters
Look at Gartner’s B2B Geofilter strategy around trade shows. Adds
personal storytelling context to events and filters. Cool!
In-Person Events
Look at New York Fashion Week – Did a great job showcasing behind-
the-scenes content to make you feel like you were there. Not perfect
and glossy – doesn’t have to be! Make it raw and in real-time.
See our blog Q&A - Mastering Snapchat for Business - for more!
1. Integrating in email blasts
2. Go “all-in” by posting Snapchat
QR Code across social
3. Direct asks for follows
4. Influencer takeovers & teasers
5. Geofilters around major events.
6. See main panel recap for more!

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FINAL TAKEAWAYS (CONT’D)
Conducting Takeovers – How?
✓ Create a vision specific to a certain audience, product, or event.
✓ Exchange passwords, create a temporary login if necessary.
✓ Tune in real-time to ensure talent is staying on brand. Delete off-brand.
✓ Trust the influencer and include them in ideation from the beginning.
✓ Report back with metrics, screenshots, Emoticode clicks, ROI.
Executive Buy-In: Fighting the “made for Millennials” stigma:
1: Ask your executives to download and play with the app.
2: Show them the power of influencer and brands doing it right.
3: Explain opportunities in traditional terms: product launches, trailers,
teasers, Q&As, interviews, customer service, direct marketing.
Next for Snapchat?
Kate predicts the platform will build their own Influencer Model… 🤔
See our blog Q&A - Mastering Snapchat for Business - for more!

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“I understand the perfectionism
aspects of Instagram and saw the
slow shift to more authentic
storytelling through Snapchat.”
- Kate Talbot

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PART TWO:
INFLUENCER PANEL

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Frankie Greek
OUR INFLUENCERS
Justin Wu Sarena BahadMike Platco
Snapchat
influencer,
journalist, and
social media
specialist from
NYC.
Snapchat:
wtfrankie
Full-time content
creator and
consultant for
brands like Disney
and Coca-Cola.
Snapchat:
mplatco
Information
Architect turned
growth marketer.
Entrepreneurship
led him to found
Growth.ly.
Snapchat:
hackapreneur
#BossLady and
Founder of the
@WomenInTech
Snapchat and
Instagram
channel.
Snapchat:
sarenabahad

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MIKE PLATCO
The Beginning
Enjoyed mobile drawing apps, and making himself look like Harry Potter.
Threw them up on Tumblr, where some of his drawings went viral,
resulting in his first brand gig (with Disney!).
The Process
S.R.E.A.M.: Snapchat Rules Everything Around Me
Planning a days-worth of Snapchat based on his calendar:
Today – A Story around Gone Social
Tomorrow – Nerf gun battles at Toys-R-Us
Now repurposes content from the last two years to give himself a break,
but constantly thinking about what to post next, even two weeks out.

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MIKE PLATCO
Storytelling
Mike hit his stride when he learned storytelling. He collaborated with
Casey Neistat (also from Boston) at the beginning, just when Snapchat
was becoming a “multiple Story” channel (release of My Stories). He
learned to incorporate art in a thoughtful manner to longer-form stories.
Instances of Followership Skyrocketing
1) The day he put his art on Tumblr.
Buzzfeed wrote a story on him, and,
BOOM – 15,000 new followers. From
100. The content was resonating!
2) Pretty Little Liars takeover –
150,000 BOOM!
3) Feature on MTV UK’s Snapchat Artist Feature
BOOM, 200,000 new followers!

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MIKE PLATCO
Community Management
To keep up with his growing popularity, Mike spent the first few months
of stardom making drawings, and then some more drawings. Stockpile a
content library!
Mike does his best to open as many Snaps as possible, but recommends
moving the conversation to Twitter or Instagram to ensure engagement,
and the ability control the conversation himself.
Content
Mike loves doing fan service: Move remakes, spoofs, alternate endings,
etc. and as a self-proclaimed geek, it’s what he’s interested in!
Keep analytics on your Snapchat performance to see what is being
viewed with the least drop-off, and which content is generating more
screenshots.

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“People are following me because
they like my content, so I have to
earn this notoriety and can’t let
them down.”
- Mike Platco

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MIKE PLATCO
Evolution of Brand Deal
Disney deal: One drawing every hour for 24 hours.
Brand deals today:
• What do you want? (Live Event vs. Promotion from his account)
• Is it in line with my brand?” (Mike keeps it PG.)
Growth Plans
With his passion for creating & storytelling, Mike plans to put more time
into creating videos on other platforms.
Creating content for brands, and monetizing, outside of Snapchat.

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FRANKIE GREEK
Why Snapchat?
“When I studied abroad, I found Snapchat as a great way to keep in
touch and send quick pictures. Also, I was hell-bent on working in
broadcast, so when I worked at a ritzy bar in NYC I would snap stories to
entice my friends to come visit me.”
Snapchat Storytelling
Low input, high output. It’s an off-the-cuff, grab ‘n go network. Easy to
tell a story and snowball your following.
Transparency
Frankie urges full transparency, and doesn’t enjoy Life Casting (the act
of portraying yourself, and your life, as a reality show).
However, in her rise to Snapchat-stardom, she’s learned to respect those
around her. In order to protect their character, no significant other will
be shown on her Stories, and even her family rarely makes it.

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“This is my life. Three roommates in
NYC. Sometimes it’s glamorous,
sometimes it’s 2:00AM client
projects.”
- Frankie Greek

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FRANKIE GREEK
Frankie’s Favorite Story
The partnership with the Times Square for New Years Eve. She hung out
with NYPD policemen, FDNY firemen, Wiz Khalifa and Demi Lovato, and
even two elderly Italian ladies who had flown in solely for the drop. Her
Story was viewed all over the world.
Capturing this experience in a new, interesting way was a highlight for
Frankie.
Other Channels & Repurposing
Tumblr: Favorite channel prior to Snapchat. Loved the anonymity, and
how niche Fandoms already exist there. Tumblr exposed her to
YouTubers, which is when she started creating her own video content.
Now: Snapchat is her #1 channel with Twitter close at #2 … She moves
conversations off Snapchat to Twitter/Instagram, which is great for cross
promotion.

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FRANKIE GREEK
Video Creation & Planning
Frankie was clear in that she doesn’t spend time planning snaps, and has
never spent over 11 seconds on a single snap.
Snapchat Stories are today’s version of YouTube Daily Vlogs.
9 / 19 / 2016
Frankie starts every new day of snapping with that day’s Date Filter.
Broadcast Interests & Brand Consulting
Outside of 24/7 snapping, Frankie is most interested in event coverage
and real-time social media.
She’s a Strategy Consultant to several brands, regardless of whether or
not they’re a good fit for her hosting or promotions. There’s always
something she can do to help.

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FRANKIE GREEK
@WomenInTech
High quality influencer takeovers.
@AwesomenessTV
An outlet embracing Snapchat native power users. Frankie found
Michael Platco this way! They run a different show each day of the
week, teaching Frankie a ton about Snapchat and programming
models.
@ShortyAwards
Also host different programming every day of the week, with great
content. (Not narcissistic, seeing as she influenced their strategies☺ )
@Burberry
Beautifully done Snapchats. Check them out on Snapchat Discover!
T
O
P
4
F
O
L
L
O
W
S

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JUSTIN WU
Storytelling as an entrepreneur.
Having 8+ years experience as a data-driven marketer, entrepreneur, and
self-titled “behind-the-scenes introvert,” Justin is crystal clear in his plan
for using Snapchat.
He enjoys the obstacles & challenges, beginning with being on camera.
At first, it took Justin 3-4 hours to create 10-15 minutes worth of content
between 10pm and 2am. #Grind
Going all-in.
Early on, Justin decided to go all-in on Snapchat.
He rebranded all his social channels with Snapchat QR Codes, and
decided to play the long-term game.

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JUSTIN WU
Snap Storms!
Justin is notorious for extensive coverage on a single topic, snapping
back-to-back until he’s covered it completely.
Themes differ week by week, from sales and marketing to touring Silicon
Valley’s famous Hacker Houses. He determines his topics from his
philosophy of wearing many different hats as an entrepreneur, not as
much from requests.
Repurposing Content
Justin uses his Snap Storms as “pilots,” first uploading to Instagram
Stories then turning them into higher quality releases on YouTube,
following up with the same content on Twitter.
Justin updates spreadsheets on a weekly basis with information ranging
from views, chats, screenshots, and statistics from other social channels.

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“24 hour Stories were perfect. My
audience wouldn’t watch during
the day, but tuned in at night or
first thing in the morning.”
- Justin Wu

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JUSTIN WU
Leadership Marketing: 2 Examples
GaryVee. His Internet Fame is channeling directly to VaynerMedia.
Hubspot. Thought leaders through content marketing.
Audience + Pull = Sell (Almost) Anything!
Once people are more engaged with your brand, you’ll begin receiving
more indirect referrals, job offers, etc, through subject matter expertise.
Learning How to Learn
Marketing taught Justin to stay agile, with new channels popping up
rapidly. Must be fast and adaptive.
Snap Storms, and general entrepreneurship, has taught Justin how to
break down topics in a systematic way – picking up new skills.

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JUSTIN WU
Humanizing to be More Relatable
Justin once announced he was killing a company of his via Snapchat.
High levels of transparency will make you that much more personable,
approachable, and create attachment to your audience.
Justin also enjoys highlighting others’ stories, journeys, and progress
through his platform.
Snapchat’s Shortcomings
Although the network has 100’s of Millions of users, it’s still lagging
behind in the Entrepreneurship category.
Industry leaders (like GaryVee) may only have 20-30K followers, while
others have 1-5K, which is still massive for the space. The professional
crowd has yet to adopt Snapchat.

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Q&A TAKEAWAYS
Instagram Stories
Justin: Exciting. Different audience here, more business-users.
Frankie: Instagram has more backstory than Snapchat. Be considerate of
those who don’t know your “other” brands, yet, on Instagram. She’s
using Instagram more for evergreen still-shot images: higher quality,
more refined.
Mike: Love it. Another place to get hired! Stories don’t exist, yet, but
look out for trending and discoverability functions coming soon.
Biggest challenges in creating content for clients?
Mike: Making content around events. Bring a personal Wi-Fi device and
battery pack!
Frankie: Getting the brand on-board. If her style is raw and off-the-cuff,
they need to be ok with that.

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Q&A TAKEAWAYS
Which industries excel naturally on Snapchat?
Mike: Those who want supplemental content to what already exists.
Movie studios, TV stations, TV shows, etc., giving their audience the
Second Screen experience.
Frankie: Any process-oriented occurrence. Think restaurants, beauty
industry, and unboxings. However, Frankie thinks everyone should be on
Snapchat, even B2B. Everyone is on it, every brand has an audience.
Best tools for beginners?
Mike: Other influencers. Use your Creator community to discuss payment
fees, brands to avoid, and benchmark metrics.
Frankie: Admittedly a part of the “2nd Wave” of influencers, and used
Mike’s generation to ask questions and learn. Also, put yourself in a high
energy environment, like NYC is for her. You’ll find opportunities
everywhere!

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Q&A TAKEAWAYS
Keeping track of success on Snapchat?
Justin: Analytics are currently limited, but he’ll keep week-by-week stats
in Excel sheets. Screenshots, call-to-actions outside of Snapchat, and the
growth of his email list.
Frankie: Personally, she only looks at the engagement on her Stories.
Real, personal, and resonating interest on what she’s posting. For
brands, she’ll look at screenshots and # of submissions.
Snapchat Ads – Thoughts?
Mike: We have zero control over this. The ads are targeted around the
person’s individual demographics.
Frankie: Unfortunately, Snapchat doesn’t need to invest in their
homegrown talent in the way we see from YouTube and Vine.
Justin: Interesting – Snapchat can now target ads in Stories around email
addresses. Exciting development for marketers.

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“Storytell in a way that helps you
first. A way that helps you unlock
your full range of creativity and put
yourself out there.”
- Sarena Bahad

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STAY TUNED!
More Gone Social Goodness
Coming Soon…
Follow us @GoneSocialSF
✌
Steffan Pedersen | Content Strategist