PowerPoint Presentation

Influencer Marketing Platform for Real Influence

Welcome to

Its mess

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Sharyn SmithCEO/Founder: Social SoupSnapchat username: SharynphEmail: sharyn@socialsoup.com

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WelcomeCEO/Founder Social Soup We are the leading Influencer Platform we create meaningful connections between brands and influencers we currently work across Aus/NZToday we are sharing with you exciting new research we just launched to the media last week and today you are hearing the full story. My goal for today is whether you have been using Snapchat or looking to use it for your brand today that I inspire you about the possibilities of this amazing new platform and give you insights and ideas to take away and use in your business. Before we go into the research want to share a quick video about the journey of social platform and put everything in context.

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Search: Snapchat murders facebook 3

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Snapchats goal is:to be the best way to communicate second only to hanging out face-to-face

Launches in April 2011 - debate on how/who was never called THE SNAPCHAT - but was called picaboo!

Realtime stories 4

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Snapchat launch integration between Bitmoji and SnapchatTODAY!

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Not a lot known about who is on Snapchat?

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Surveyed inMay 2016

Researchacross 1,221 Snapchat Users of Social Soup community13-55+ years

First comprehensive piece of research7

Agenda 1. Snapchat how big is it and whos on it?

2. What are they doing? What content are they sharing and why?

3.Understand the role of brands on Snapchat and the best examples globally

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How Big is Snapchat?

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April 2015 100 million users globally

IAB, Nielson 2016

200 million3 million active in Australia (Feb 2016)Now believed to be more like

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Snapchat Growth in the past year now faster than Instagram for Millennials

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Daily social media usage over time(Aus2016)D1. How would you describe your current use of the following social media platforms? Base: Total sample, n>1000 for all wavesFacebookInstagramYoutubeSnapchatTwitterGoogle+Pinterest

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Every second8,796 photosAre shared on Snapchat

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Facebook4,630Whatsapp8,102Snapchat8,796Instagram810

Photos shared

PerSecondPhotoworldMay 2015

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MarketPene-tration(US)

More data to prove the pointSnapchat is growing and older demographics are now 15

How often are they on SnapchatBase: Under 18: n=32; 18024 n=260; 25-29 n=427; 30-34 n=290; 35-39 n=126 40+ n=86 All figures %How often are you on Snapchat?

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50Average no. snaps pwAverage no. views per snap story

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The volume of activity

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Snapchat is huge and users are highly engaged

Its growing and evolving quickly

Who is on it? Most of the people that matter to you

Dont want to be the last on it, 18

What are they doing onSnapchat?

Lets get the why of Snapchat? And what makes it different19

Ephemeral

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StoryTelling

Now

Fun

4 things that make Snapchat different

Ephemeral and persistent

Ephemerality is the concept of things being transitory, existing only briefly10 seconds or 24hrsTo the sender you can now save/memories

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What do you use Snapchat for?Base: All respondents: n=1,221 All figures %What do you use Snapchat for?

Communicate with friends95%

Sharing Stories63%

Sharing stories more menWomen more one to one intimate 21

These days I'll snap everything and have grown to love videos. I happily narrate random things and have a good vent now and again! It's such a fab platform. The intimacy it allows is second to none.Hannah, 25

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23I love it because I can connect with my friends so instantly and it feels like a much more 'real' way of connecting with them as I get to hear their voices and see them move

Jess, 27

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Base: All respondents: n=1,196 All figures %What type of content do you usually share on Snapchat?

What type of content do you share?

Everyday stuffRandom moments84%82%

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Examples of last Snaps sent:My pug got a new winter jumper sent it to some friends and my story.Was about my salad I made for lunch using the Coles salad packs and how easy it was to eat well now. Sent this to friends. Got replies :-)The last snapchat was to a friend and it was to say I am bored doing my homework. I got a reply and he said back 'I feel for you'.It was a funny one about two flies having intercourse on the wall and I got many replies because I sent it to everyone and put it on my storyBenjamin, 13Samantha, 24Hannah, 19 Kristy, 36

We asked our community to tell us about the last snap you sentThis is the sort of stuff you would be crucified on facebook for!On snapchat tell me your last snap? Would you upload that to instagram? 25

What do they like about Snapchat?What do you like about Snapchat?Base: All respondents: n=1,196All figures %

Its fun87%

The filters77%

Its easy76%

Its casual66%

Its a lot26

Base: All respondents: n=1,196 All figures %When sending snaps or stories which do you most use photos or videot?Format of Content Sharing (%)

Video significant on the platform

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The drawing

A messaging app with much more fun. 7 dwarfs snow white 28

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Lens

Lenses

Faceswap scaring people all over the internet Reality augmented with fun!

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Intend to buy a geofilter in the future 60%

60% said they are likely to buy a geo filter in the futureMakes it more fun and they are in control

Compared to snapchat facebook feels like IBM!

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Base: All respondents: n=1,196 All figures %What type of content do you usually share on Snapchat?Top 5 reasons Snapchat is different to instagramControl most important for under 18yrs

Permission to not make it Needs to be more like real life 31

My kids got me onto it we find as a family we are now doing it together as it has bought us closer where normally the technology keeps us apart. We have so many laughs and now even involving the grandparents - hilarious Stacie, 45

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Snapchat is sharing stories through everyday moments, its fun, low pressure, & not perfect just like real life

Snapchats goal!33

What about brands on Snapchat?

Snapchat has moved from being just a millenial playground a marketing tool brands cant ignore. We often dont really get it. 34

Brands

What did the research tell us about brands on Snapchat? 35

BrandsHave Permission

Open to seeing brands more on the platformLove/like the idea of brands using Geo Filters76%66%

You HAVE PERMISSION!!!DO IT THE RIGHT WAY

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Brands/productsBase: All respondents: n=1,196 All figures %Have you taken Snaps with a particular brand or product? Could just be drinking a drink or at a restaurant?27% said they probably have but couldnt name the brand The last snapchat I sent was the old and new box of Arnotts shapes saying 'ready to compare'. My friends were so intrigued they even asked me to bring them in to work. We had a 'shapes party' and tried to guess the old and new Ashlee, 20

64% have already snapped brands they can recall

93% have included brands already in their stories for many of the brand here today or your brands this is good news. If you are part of their everyday. And whats great is they are already doing it Everyday influencers sharing your products 37

Failing to incorporate snapchat as a concept and purely uploading a commercial is a big no no in my opinion. It shows a disconnection between the brand and the consumer. It's a big they don't understand us move. Plus not harnessing the fun of snapchat shows that they're missing the point entirely! ! Brands TakeNoticeSarah, 28

This quote sums up a lot about what people on the platform told us about brands and how they want brands to behave.

They dont want ads just a commercial message wont workThey want you to show you get itHarness the fun and playfulness of the platform38

Snapchat offers brands the opportunity for authentic story telling

This presents a great opportunity for brands to harness this platform story telling39

Brand building and trust used to be all about consistency but now it is more about authenticity

This is a platform oozing with authenticity40

3 ways for brands to connect on Snapchat Platform FiltersSponsored LensesStory adsPublishersCommunityBuild your authentic storyFun engagement and promotions1.2.Influencers Part of influencer stories Peer to peer through to high reach3.

Community: High engagement for a brand. The current algorithm is roughly 65% of your audience will open your snapsBuild your authentic story, behind the scene, real and humanGreat opportunity to fun engagement screenshot voting and snapping backSnap promotions lots of brands using the platform really creatively

Second area is using the tool and advertising options on the platform its filters and lenses are great optionsThe advertising platform for A

THE BEST BRANDS ARE CURRENTLY USING ALL THREEWill go through some case studies now who is doing it well, not doing it well share some of the learnings we have had on the platform.

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TACO BELL

Taco Bell is the gold standard adopted the platform early have build a following. They get the tone of the content right, great stories and promotions. Use of filters and lenses and have worked with many influencers.Locally in Australia KFC are doing a really good job in this space too if you want someone to follow locally. 42

This sponsored lens was viewed 224 million times in one dayTaco Bell

The Taco Bell Using the platform at its best fun! Who wouldnt want a taco face! Brilliant awareness driving how many people saw their friends as a TACO dont get much better advertising! 43

LACMA

Los Angeles County Museum create fun tongue in check snaps of their artworks. Use the platform further with Geo-filters in their snaps and for anyone in the museum. Shows how an unexpected brand can use the playfulness of the platform44

Grubhub

GRUBHUB a food delivery service have a community on Snapchat - famous for their competitions that get their customers drawing. Companies like Amazon are doing great limited promotions.

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Social Soup DORYDRAWING

A feature at Social Soup we used recently for the laucnh of Finding Dory. We asked our community to get creative with the drawing tools on snapchat. We were absulutely blown away by the response. 46

BrandGeofilters

Geofilters present a cost effective place your message around a location orGeo filters weve only just seen the beginning of the opportunity for this application. 47

The Labour Party Save Medicare Geofilter at the location of the Liberal campaign launch

This election we saw our political parties get active on Snapchats. The Labour party created a very clever geo filter targeted at the location of the Liberal party launch. 48

Liberal Election Lens

The day before the election a Liberal Party sponsored lens appears within the app the problem for this activation of the platform was it WAS ENTIRELY JUST A COMMERCIAL MESSAGE. It wasnt fun, playful and widely gave 49

Graham Allgoodused a geofilteron Snapchat targeted at the office location of his dream job

A really interesting use a filter Graham All good created a Snapchat filter geotargeting the company where he wanted to work . When people at that office opened their app they found Graham Allgood there bringing HIS message to them. 50

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Paul Logan Sour Patch KidsInfluencer takeover

Partnering with Vine star Paul Logan, Sour Patch Kids used the power of influencer marketing to massively increase its Snapchat following.What you have to understand is Paul Logan is big deal on vine and now Snapchat so when he brings his brand people watch it and engage. Its not going to win an Oscar

But what it got was results!

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Incredible Results120,000 new Snapchat followers.More than 6.8m Snapchat impressions generated (583k on day one).More than 26,000 screenshots.

What influencers are relevant to your brand? Think storytellers. 52

INFLUENCERS CREATE THE STORY FOR YOU

Influencers whoshare their experience with their followers on Instagram and Snapchat

Different use of filters 53

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The White HouseInfluencer Marketing

If the white house can do it any brand can! Invited influencers across instagram and snapchat to come to the white house. Branden HarveyThese are scenes out of the very first snapchat story.

The goal for the white house would be to make their brand more accessible and relevant to a millennial audience. 54

In summary

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5 key takeaways on Snapchat 1 The Snapchat user base is growing quickly and they are highly active and engaged

2 Snapchat is now a significant marketing platform and evolving quickly

3 Snapchat is about sharing everyday moments in a fun and relaxed way

4Users love the intimacy, authenticity and realness of the platform just like life

5 Brands have an opportunity leverage the Snapchat platform to build trust & authenticity

We have quite quickly moved from a world where brands thought it was risky to be in the platform to they should not ask themselves the RISK OF NOT BEING THERE. 56

Sharyn SmithCEO/Founder: Social SoupSnapchat username: SharynphEmail: sharyn@socialsoup.com

THANK YOU!

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