Slideshare recap includes:
Kate Talbot’s Snapchat for Business VIP Session: Case Studies, Tools & Tips from 10+ Year Social Expert and Author of Oh Snap!
As well as a round-up from our recent ‘Learn to be a Snapchat Pro’ Panel which featured special guest moderator Sarena Bahad, founder of WomenInTech snap, with three top experts MPlatco, Frankie Greek and Justin Wu who are all educated content creators and storytellers on the platform.
Checkout photos from the night on the Gone Social Facebook page.
As a marketer, Snapchat can be a living hell. We know this (looking at you, Social Media Managers). However, the channel is not to be ignored and, with the right strategies, can quickly become your new best friend as you snap your way to sales and an increased salary.
To uncover the magic of Snapchat, I sat down with Oh Snap! You Can Use Snapchat for Business author, Kate Talbot, to learn about her favorite tactics, campaigns, and businesses snapping their way to success. (For you non-Millennials there’s even a Snapchat glossary 😉).
If you’re new to Snapchat, or don’t know Kate – you’re in for a treat. It’s our honor to introduce Kate Talbot ahead of our upcoming Monday panel event (psst…tickets still available!) where Kate will be presenting to the VIP crowd.
Simply put, Kate is a rock star. She has worked for Fortune 500 companies and non-profits alike, syndicating her millennial and social media monetization-focused articles across Social Media Examiner, Engadget, KISSmetrics, and more. Kate’s impressive career includes time at Kiva.org, Virgin America as the sole social marketing manager, Soldsie’s social shopping service, and most recently Growth for Vidder (a security service offering trusted connectivity). Kate has a history driving growth for early stage startups from Seed Round to Series B.
Fun facts from Kate’s career! She’s interviewed Richard Branson, was profiled in a CNBC documentary about Twitter, opened the NASDAQ, and volunteers as a mentor at Stanford.
Ok, let’s get to the interview -- here’s how you can maximize your efforts on Snapchat, from Kate’s brain to your Snapchat Stories.
S: What are some of your favorite Snapchat accounts to follow?
K: My favorite Snapchat accounts to follow are Everlane and PopSugar/ShopStyle. I am inspired and completely amazed by the art and content that is created by the Everlane team. They are able to promote their products and brand messaging in such an effective and engaging way. They truly encapsulate their brand via Snapchat stories.
PopSugar/ShopStyle is another incredible brand storytelling channel. They are able to transform their online content into the quick, ephemeral mobile experience. I am excited to see where Emoticode (the e-commerce aspect of ShopStyle app) will go with influencers on Snapchat and brands alike. It’s a great integration of the companies to showcase their content and product.
S: Favorite Story feature? I loved seeing Gatorade’s 8-bit Serena Williams game during the US Open this year!
K: I love watching New York Fashion Week. The notion that an exclusive event has been disrupted to have an inclusive nature via Snapchat is what I believe social media is all about -- giving access to those who’d never have the chance. Being able to see the behind-the-scenes aspects including models getting ready and a front row view to the collections makes it tangible to the average person. I am inspired by it (all while wearing yoga pants and lounging on the couch).
Branded geofilters have the biggest ROI with the smallest investment in digital marketing currently.
I worked with the venture firm, Accel Partners, to create their geofilter and Snapchat strategy for their summer intern party. Not only were they able to have their community engage with the geofilters, they asked their attendees to save them and post on social media. It takes the experience a step further!
S: What has been your favorite or most effective B2B usage of Snapchat?
K: B2B is always hard within the digital space and especially with millennial audiences. HubSpot has been able be effective in the space. They’ve used Snapchat as a recruiting tool, and they educate their audiences by creating interviews with employees and thought leaders on inbound marketing and other use cases they want to highlight.
In terms of geofilters for business: Gartner has been using Snapchat at their analyst events and tradeshows with geofilters. I am a fan of companies creating their own geofilters at tradeshows to drive traffic to their booths.
S: From your book, which case study do you think is the most thought provoking, and why?
K: I would say the most creative and most risky is NPR. It’s risky to take a high brow audience and engage using a low brow medium. However, they were able to do so with their storytelling. They were creative with how they could tap into their audience and find stories through their own users. My favorite anecdote was how the social media intern had to teach via brown bag lunches and 1:1 interviews with top reporters on how to use the platform! Imagine being 22 and having that pressure!
S: Do you recommend a company use Snapchat if they won’t be able to achieve high production value?
The best part about Snapchat is that you don’t need to have high production value. You can be as authentic as possible, and you can use the native tools to spice it up! Emojis, filters, and stickers -- the sky is the limit. I love that one photo could look so many different ways with Snapchat -- that’s the true art of it all.
“The perfect shot” is the antithesis of the platform. Just start using it and see if there’s engagement and whether it’s worth your time to invest in resources.
If you’re worried about engagement numbers, use influencers to expand your brand’s reach and tell your story! Finally, just be authentic! The glamour shots are meant for Instagram.
S: As an influencer and “takeover-artist” yourself, what’s your one tip for up-and-coming Snappers?
K: Remember to tell a story. When I took over the Women in Tech Channel, I thought about the best ways to showcase my Silicon Valley life with interviews from top VCs and CEO’s, infographics made in Canva that I uploaded using the memories feature, and brought in one of the digital marketers for the Sundance Festival, a case study from my book. Remember you want to surprise and delight your audience through a variety of shots.
S: In your move from Virgin America to early stage startups, what difference does Snapchat play in your marketing strategies?
K: With early stage startups, you need to use low cost tools to build a brand and drive user acquisition. With Snapchat, you are able to do that! You can build out your new brand and find your target audience by Snapchat stories. When you are at a large brand like Virgin America, your strategy has to be centered on promoting the product (airplane and moodlighting) and the brand messaging, so there might be a more complex strategy. Either way, the platform should be a way to engage your audience and tell authentic stories.
S: Travel related… We discussed your love for travel and flexibility in your life, taking you as far as India! What’s been a standout strategy you’ve noticed while on the road?
K: I love integrating the native tools into my travels -- whether that is the miles per hour on the train, weather degrees (spoiler alert it’s hot) or altitude from 35,000 feet in the plane; it adds another element of your trip. I write about this in my piece for Engadget, how Snapchat helped me showcase my time at an ashram in India that was authentic to myself through digital storytelling.
S: You were one of the first people publishing Snapchat for business articles. How has the practice changed since you first began?
K: I started writing in June 2015, and now there are a lot more Snapchat influencers in the space! I wrote about how to partner with influencers on Snapchat, and I really enjoy seeing how artistic and creative Snapchat influencers are. They create masterpieces only using the drawing tool! As with any social platform, the more brands and influencers are on it, it will become more polished, but hoping Snapchat still has that off-the-cuff feel.
S: As Snapchat continues to grow and acquire, what have been the most noteworthy development in the last year in your opinion?
K: The most noteworthy development in the last year hasn’t been a Snapchat acquisition, but the copycat game going on by Facebook and Instagram. With the launch and blatant copying (the CEO even acknowledged it) of Instagram Stories, it just goes to show how much users crave non-curated content that is real-time storytelling, which Snapchat has been able to own in the marketplace thus far.
You can learn more about Kate on her website, and be sure to follow her on Twitter, LinkedIn, Instagram, and of course Snapchat: kataya102
On July 28th, we hosted our second panel at Yelp HQ with Aaron Smith, Associate Director of the Pew Research Center, who lead an eye-opening discussion about the on-demand economy with experts from Postmates, Yelp Eat24, Shyp, Google Express and BloomThat.
Moderator: Aaron Smith, Pew Research Center
Aaron is an expert in the role of the internet connecting Americans to political and civic issues. A native Texan, Aaron received a bachelor’s and master’s in public affairs from the University of Texas in Austin.
#1 Panelist: Kristin Schaefer, Postmates
Prior to her current role, Kristin was Director of Growth at Postmates. Kristin has also worked at PayPal, Clarium Capital and Monitor Group. She has a B.A. in Economics from Dartmouth College, and an MBA from Haas at University of California, Berkeley.
A: What is different now from [the past] that has made this round of on-demand economy more successful?
K: Technology change, cultural shift: Amazon paved the way by introducing Amazon Prime (2005) two-day shipping. Uber (2009) and Lyft (2012) started to create the mentality of pressing a button for something to arrive in 20 minutes. Smart phones, basically computers, enabled companies and businesses to have a service-to-consumer delivery infrastructure. And, the rising millennial generation now has a mindset oriented towards instant commerce.
A: Are restaurants something [Postmates] intentionally cultivated?
K: Not initially: The Postmates vision began with a simple idea of enabling a movement of goods around a city. Initial data revealed that early customers tried to hack the courier-system, which showed the need to incorporate food deliveries. From there, we built a payment system behind the platform and the rest was history.
A: What does the Postmates workforce look like?
K: Very diverse, varies by market: The workforce is made of different backgrounds from students to people in the hospitality industry to entertainment professionals. Los Angeles, for example, is a good place to grow and scale a business like Postmates, because there are many people leading a part-time job lifestyle.
#2 Panelist: Jay Ganatra, Yelp Eat24
Prior to Yelp, Jay was a Senior Associate at Industry Ventures, worked in Corporate Development at Sabre Holdings, and worked in investment banking at Cogent Partners. Jay holds a B.S. in Economics and an A.B. in Public Policy Studies from Duke University.
A: What extent is Eat24 integrated into the primary Yelp product?
J: Very much integrated in Yelp: Food deliveries from restaurants date back to summer 2013 when Eat24 struck a partnership with Yelp. An ordering button has been added on every Eat24 restaurant since then and after the $134 million acquisition in February 2015, Yelp has made Eat24 more visible in product.
A: What’s the sales pitch you make to business owners get them to join Yelp24?
J: More orders, large funnel of users: Or, in other words, more revenue for business owners and restaurants. Yelp and Eat24 currently have over 35,000 food locations on the platform that make it easy for new and existing customer exposure. Whether it’s someone looking for a place to eat tonight or doing the usual lunch pick-up, we want to make this a simple process for our consumers.
A: What’s the biggest logistical challenge that you face in terms of making your product work seamlessly for users?
J: CX support: Yelp invests heavily in its customer support and menu representatives team to ensure customers are getting the best quality of service: right price, add-on options, etc. Food delivery is messy and is constantly changing, but getting it right is something Yelp takes a lot of pride in.
A: How do you handle the conflict of interest between biased reviews versus financial interest in Eat24?
K: Transparency, minimal conflict: Eat24 applies the same company values of Yelp by upholding a strong company culture of honesty. Yelp protects their review sources, and above all, we put customer experience first.
#3 Panelist: Lauren Sherman, Shyp
Prior to Shyp, Lauren was an early member of the team at TaskRabbit, where she oversaw 19 U.S. city expansions and led its initial European expansion. In 2015, Forbes named Lauren to its 30 Under 30 list of marketing advertising professionals.
A: What solutions have you developed to encourage trust and make your users feel more comfortable?
L: 1099 to W2 employee status: The biggest change Shyp made to build trust was its recent conversion of its courier fleet from 1099 (independent contractors) to W2 (full-time employees) in July 2015. From a branding perspective, it has generated an overwhelming response from customers as well as having a profound impact on the business: our NPS (Net Promoter Score) increased from 70 to 85 after the conversion.
A: Were there any challenges along the way?
L: HR transition time: The transition from 1099 to W2 status took around five months to complete. Aside from a few unforeseen human resources issues, the change resulted in a 99% transition rate. Despite the difficult challenge of moving away from traditional on-demand business models, Shyp ultimately felt it was doing the right thing for our customers and community.
#4 Panelist: Matthew Schwab, BloomThat
Prior to founding BloomThat, Matt worked in the media industry, working for companies like Viacom, Sony Pictures Entertainment, and Zurich Investment Company. Immediately prior to founding BloomThat, Matt served as an Account Executive at Media Arts Lab, an arm of advertising agency Chiat/Day focused on Apple products.
A: What makes BloomThat different from established providers?
M: New brand, same thoughtfulness: Online flower delivery is not new, same with the idea of thoughtfulness. Everyone is a thoughtful person, but the difference is existing brands and how we want to be thoughtful as a company. When you want to do something for someone, it’s very much an expression of yourself, the product you pick, and the service you choose to use so BloomThat is a new brand for a new generation to be thoughtful.
A: How does BloomThat operate behind the scenes and ensure what people order arrives is indeed what arrives at the door?
M: Keep it simple: Customers place an order, the order is routed to a local warehouse before a number of couriers to deliver the flowers in just a few hours. BloomThat works directly at the farm level with W2 (full-time) employees, which makes it easier to ensure everything is running smoothly.
A: How does BloomThat stand up to established players? What’s the typical use case to convince people to become a customer?
M: What you see is what you get: The biggest difference now is social media. Your recipient can post what you send and if it doesn’t look like what you intended to sent, you’ll see it. It was ok before, now it is not. From observing new generation buying behavior, the majority of people are accustomed to transparency and instant gratification. Fixing that allows people to be more thoughtful and find occasions in their everyday life to celebrate.
A: How did you discover your unique career trajectory: from production at MTV to starting a flower company?
M: Look at the common [life] thread: I grew up drawn to consumer experiences; from amazing restaurant customer service to taking his first Lyft ride in San Francisco. These experiences were inspiration to connect the dots looking backwards and follow something I was passionate about. I didn’t grow up on a farm, but I did follow his passion.
#5 Panelist: Jon Dreyfus, Google Express
Jon currently leads the PM team driving Express’s Operations Systems, Merchant & Advertiser Services, and Core Infrastructure. He studied Economics (and minored in Computer Science) at Stanford University, enjoys outdoor activities, and spending time with family and friends.
A: What was the strategic logic behind Google’s entry into the grocery delivery field?
J: Organizing the world’s information: The business behind Google Express is to connect the online to the offline world by making merchant inventory: visible, transactional, and deliverable. Today, you can purchase certain products on the web, but there is a whole world of merchant products that weren’t accessible online before until now. We connect users to merchants they love, simplify the shopping experience and give people time back in their lives.
A: What is the biggest day-to-day logistical challenge?
J: Scalability: It's easy to see a single order managed in the store. It’s when you start considering shipping thousands of packages, how to avoid taking over all the cash registers, etc. that changes how to think about growing your business as the demand grows.
A: How is Google Express leveraging its data information?
J: Maintaining relationships, making recommendations: This applies to two stakeholders groups: merchants and customers. Express intends to provide merchants with the right information to maintain relationship with its customers. With customers, it’s finding the balance between enabling the customer experience with smarter shopping recommendations while being careful about respecting customer privacy and data security.
A: What do you expect the on-demand industry to look like in 10 years?
J: New concepts, emerging technology: It’s hard to make predictions, especially about the future. Autonomous vehicles? Robots? Maybe we’ll bring each of these different technologies to life as they start being a reasonable possibility. In the meantime, we’ll leave it to the fortune teller.
Thank you to our expert moderator and fabulous five panelists! See all of the photos from the event here.
Food Partners: Yelp Eat24, La Mediterranee Catering, Antoine, Pâtisserie, DOUGHBIES, and Little Giant Ice Cream
Beverage Partners: Fernet Francisco and Cline Cellars
by Aaron Smith (@aaron_w_smith)
Aaron Smith, Associate Director, Pew Research Center is our guest moderator for the panel this week at Yelp HQ and we are excited to have him share more about the on-demand economy with us!
Recently my organization (the Pew Research Center) released a report based on a survey of nearly 5,000 Americans that examined their experiences with a variety of shared and on-demand online platforms. These are some of the key findings from our study:
1. Nearly three-quarters of Americans have used some type of shared on on-demand platform, but exposure to these services varies widely. Our survey asked about 11 different services tied to the new digital economy, and found that 72% of all Americans have used at least one of them. At the same time, overall exposure to these services tends to vary quite a bit. Just under one in ten Americans have used six or more of these services, but nearly half the population has used just one – or none – of them.
2. When it comes to on-demand services specifically, some are fairly well-established while others are still emerging. Just as exposure to the broader sharing and on-demand economy varies across the population, Americans also have differing levels of engagement with specific types of on-demand services. For instance, 41% of Americans have used programs that offer same-day or expedited delivery of things they purchase online – but 4% have hired someone to do a one-off errand or task using an online task marketplace.
3. Four services in particular stand out as the “leading edge” applications of the shared and on-demand economy: online grocery delivery services, shared or “co-located” office spaces, online task marketplaces, and short-term clothing or product rental platforms. Each of these four services is relatively rare within the population as a whole, but vastly more common among Americans who use one or more of these other four services.
4. Consumers are still figuring out the implications of the “platform” nature of many of these new services. In the abstract, users tend to view services like ride-hailing apps as platforms that connect demand with supply, rather than as traditional companies who maintain close control over their workforce. At the same time, most users expect that these services should play a significant role in managing the overall customer experience on a day-to-day basis. Many of these services are structured in a fairly novel way – and users are figuring things out as they go.
5. Ultimately, users of these services generally have strongly positive feelings about them. In particular, they respond positively to the notion that these services save their users time and stress compared with more traditional alternatives.
If you would like to read more, our full report is available at http://www.pewinternet.org/2016/05/19/the-new-digital-economy/
We recently heard from Christa Quarles, the CEO of OpenTable, at Stitch Fix HQ, who shared her career journey from starting in Wall Street to paving the way at Disney and then transitioning to start up life at Nextdoor before leading OpenTable. She also shared tips and advice on work-life balance.
1. Time is more valuable than money: Where you spend your work time should be the best investment you make! When you are thinking about joining a team or organization, you should look at that place like it is a business and ask yourself: Is this a good place for me to grow and be challenged? Do I love the culture and working with the people on my team? If these two essentials are working for you, the rest can be figured out.
2. Be malleable: Do not be wedded to a particular way of finding a result. Your career journey is long, so you should find something that you are excited about! The early phase of your career is about trying different things to see if they are right for you and not being afraid to make a change when they're not going as planned.
3. Stay true to yourself: Be authentic. If you feel like you are starting to lose who you are, you can not be your best worker, so bring the best part of you into any conversation.
4. Go ALL IN: This is the key in leadership, really going all in! For most people, it is the fear of getting into the game, but you will not even know what you are capable of until you play. When you try and put yourself out there, it is amazing to see what you can do. When you fail, that is ok— just dust yourself off and learn to get back up again.
5. Finding mentors: Spend time networking and learning from other people's stories. Use this pattern for filter recognition because it is important to find mentors who are going to shepherd you in your career. Make sure to find people who take an interest in you and your career, and those who are willing to spend time with you and help along the way.
6. Final takeaway:
Thanks for sharing the zigs and zags of career success, Christa! See all of the photos from the event here.
To learn more about Gone Social SF, follow us on Facebook, Twitter, Snapchat and Instagram. A huge thank you to our volunteer team, and our partners: Spaghetti Bros. + Rock Wall Wine Company, along with everyone who attended.
See you July 28th!
So you want to start blogging? Or launch a new business?
We recently heard from Anh Sundstrom, the founder of 9to5Chic, at PopSugar HQ, who shared her journey with us about starting a blog. Shopping and fashion were always a passion for Anh, so it came naturally to start sharing her style with the world.
Here’s what she learned along the way:
1. It has to be personal and personal to you: the idea to start a business or blog doesn’t have to be perfect! What matters most is to focus on being different (you want to stand out in your industry!) and to seize the opportunities that come along the way. Find your niche and start sharing something that is different from everything out there.
2. (On starting a blog and) recognizing it is a business: make sure to take care of legalities, such as registering your brand trademark for LLC, ahead of time. Follow your dream and recognize that there is value in what you do and the time you put into it, so you can start to develop a readership—the rest will come.
3. Take a leap of faith: just do it. There’s a lot to be gained from seizing a new opportunity and starting something on your own. Life is too short to not do what you love, so why not do it now and make the most of it?
Looking back on her journey, Anh reminded us to focus on always being personal when sharing your voice, to recognize when a hobby or personal project becomes a business, and most importantly, take risks! So, what’s your next leap of faith?
To learn more about Gone Social SF, be sure to follow us on Facebook, Twitter, and Instagram and see all of the photos from the event here. A huge thank you to our volunteer team, Little Vineyards Family Winery, and everyone who attended - see you June 21st!