To Find Success on Snapchat, You Must Think of Your Audience First

We heard from a panel of four Snapchat experts, who discussed the “Best Brands on Snapchat.”

The panel included Sarah Epler (Senior Director of Social Media and Fan Engagement at MTV), Bridget Evans (Account Director at VaynerMedia), Aaron Wolfe (Social Media Specialist at American Airlines), Carla Zanoni (Executive Emerging Media Editor at The Wall Street Journal), and Jeremy Skule (Chief Marketing Officer at Nasdaq) was the moderator.

Jeremy began the panel by presenting the audience with some figures: Snapchat has about 100 million active users, there are about 400 million snaps taken every day, and it was the fastest growing social media platform of 2014. “It’s an important platform, and an emerging one,” said Jeremy. Each member of the panel emphasized Snapchat’s emergence as a story-telling platform.

Regarding their audience, Carla said that, “I think it’s a misunderstanding that young people aren’t interested in business and marketing. We’ve been happy to see an entrepreneurial and aspirational audience is interested in engaging with The Wall Street Journal.”

Also talking about engagement, Sarah, noted how MTV’s Snapchat audience will often call them out on other social media sites if their content feels too branded.

The panel then spoke about what it’s like managing a corporate brand on Snapchat. Aaron mentioned how “We like to think about putting out content that your friends would want to see. Are they going to want to see the big corporate, this is where we are sort of thing? Or are they going to want to see us in a city, actually enjoying that city?”

Read the full session recap at SMW News

Secure your spot in February of 2017 to join 2,000+ leaders in media, entertainment, and technology for a week of inspiring and educational events learning.

Crowdtap, The People-Powered Marketing Platform, Joins #SMWNYC as an Official Event Sponsor

We’re thrilled to announce Crowdtap as an Official Event Sponsor of Social Media Week New York. Crowdtap is the “People-Powered Marketing Platform” designed to deepen relationships between brands and the people who love them by putting brands back where they belong, inside the hearts and minds of their consumers.

At SMW New York, Crowdtap’s SVP of Research & Analytics, Peter Storck, will kick things off in a session hosted by IAB (Interactive Advertising Bureau). “Social Media Measurement: How Everyone Wins” takes place Tuesday the 23rd at 9:00am at the SVA Theatre.

Peter will join industry leaders in social media to provide clear definitions of commonly used terms, as well as help attendees on both the buy and sell side know what questions to ask when selecting vendors understanding social measurement best practices.

Then, on Wednesday the 24th at 9:00am at the SVA Theatre, Crowdtap will host a session exploring the new and emerging behaviors of Millennials, Gen-Z, and Gen-Alpha consumers. From skipping ads and DVR-ing television shows, to installing ad-blockers and bypassing branded messaging, these behaviors have all become a common part of the Millennial experience, and Crowdtap is at the forefront of understanding where everything is heading.

This session, “Bracing For The Ad-Blocked Future: How Brands Are Moving Beyond The Impression” will bring together industry leaders including Afdhel Aziz (Brand Director, ABSOLUT Labs, Pernod-Ricard), Tracy Echikson (Marketing Consultant, Ricola Brand Team), Joanne McKinney (Chief Strategy Officer, The Burns Group), and Sean Foster (CEO, Crowdtap) for a first-look at winning marketing programs that have invited consumers to help shape and tell a brand’s story.

Need to Dig Deep Into Snapchat? Learn The Latest Trends At These 3 #SMWNYC Sessions

Snapchat has an estimated 200 million monthly active users, and 100 million daily active users. It’s one of the most popular mobile apps for Millennials, Gen-Z, and even younger generations (30% of U.S. millennial internet users access Snapchat regularly). It’s so much more than a social network too. It’s truly an entertainment network.

It’s visual messaging, text messaging, mobile payments, art, comedy, storytelling, news, live event coverage, and a major advertising for brands and businesses across the world. 8,796 photos are shared on Snapchat every second, and Snapchat sees 6 billion video views every day. TO say the least, Snapchat is robust, and shows no signs of stopping (stats via DMR).

As Snapchat continues to expand and innovate, we want SMW New York attendees to learn everything there is to know in order to stay on top of its growth and capabilities. It’s not easy to fully understand everything there is to know about Snapchat, but a few events at SMW New York this month will teach you how to use it properly in business and in life.

Purchase your pass for SMW New York, and attend these three sessions that will dive deep into the world of Snapchat, and pull apart the many reasons why it’s a must-know platform for marketers and digital professionals.

1. The Best Brands on Snapchat

Hosted by Nasdaq • Tuesday 2/23 at 12:30PM • TimesCenter
Snapchat is the new battleground for the most innovative brands. Meet the marketers behind the ghost that are already crushing it on this emerging platform. Join Nasdaq, the bellwether for innovation, for an exciting chat with these Snapchat trailblazers, featuring executives from MTV, VaynerMedia, American Airlines, and The Wall Street Journal.

2. Atomization of Business: Content Strategies for Speed, Quality, and Efficiency

Hosted by Code and Theory • Wednesday 2/24 at 11:30AM • TimesCenter
As today’s brands, organizations, and governments confront the challenge of reaching multiple audiences with multiple stories, Atomization offers a playbook for producing content rapidly without sacrificing quality, reacting to popular news cycles with sensitivity, and injecting brands into culture with sincerity. Code and Theory Co-Founder, Dan Gardner, will introduce attendees to Atomization, and how today’s businesses take advantage of strategic opportunities via social media.

3. Snapchat: How Brands Can Effectively Market on the Platform

Hosted by VaynerMedia • Wednesday 2/24 at 12:00PM • SVA Theatre
There’s no doubt Snapchat is the hottest social media platform in 2016, and this masterclass will detail best practices for how brands can market on Snapchat. Attendees will walk away with answers to questions such as, “What makes Snapchat the “hot” platform in 2016?” and “What is the differentiation of Snapchat and its ROI vs. “more established” platforms like Facebook, Twitter & Instagram?”. Dan Grossman (VP of Platform Partnerships, VaynerMedia) together with Farrah Bezner (Head of New Business Ventures, Mondelēz International) will lead this session.

These three events are targeted at digital professionals who have experience leveraging social media as a key marketing initiative, or professionals in marketing who want to deepen their understanding of how brands can effectively market to the ever-growing consumer audience on Snapchat. Click here to register for Social Media Week New York!

Jane Gould, SVP of Consumer Insights and Research at MTV, Will Explore The Post-Millennial Generation at #SMWNYC

Jane Gould is responsible for connecting MTV’s internal and external clients to the heartbeat of its constantly evolving young audience.

She’s in charge of all consumer studies and trend forecasts – including quantitative and innovative qualitative analyses – conducted to guide MTV’s creative and business operations, including programming, development, marketing, digital and more.

A one-of-a-kind generational expert, she has studied the Millennial Generation for the past 15 years, having served most recently as Senior Vice President of Consumer Insights for Nickelodeon.

Register to attend SMW New York, and explore MTV’s findings and research of the post-Millennial generation. The MTV Insights team went to work with a group of 13-14-year-olds in-person and via virtual focus groups who identified more than 500 potential generation names that were ultimately tested in a nationwide, quantitative survey. The top choice… “The Founders”. Yes, seriously. The Founders

Along with a new name, Jane and her team discovered some fascinating insights into what drives this generation on-the-rise, and the responsibility they feel to build upon the societal blocks that Millennials are famous for disrupting. This session, “‘Hello “Founders’ – Meet The Generation After Millennials” takes place Friday, February 26 at The TimesCenter (FWD Stage).

EVENT SPOTLIGHT: Don’t Call Them Gen-Z, They Call Themselves “The Founders”

When MTV first began researching post-Millennials, none of the generational names currently in play seemed to sum up the essence of the kids themselves. So MTV asked, why not go straight to the source?

The MTV Insights team went to work with a group of 13-14-year-olds in-person and via virtual focus groups who identified more than 500 potential generation names that were ultimately tested in a nationwide, quantitative survey. The top choice? “The Founders”. Yes, seriously… The Founders.

If you’re eager to hear more about what MTV learned and discovered after their conversations with these 13 and 14-year-olds, register for SMW New York, and attend their session on Friday, February 26 at 2:30PM at The TimesCenter (FWD Stage).

Along with this new name comes instructive insights into what drives this generation on-the-horizon, and the responsibility they feel is required to build upon the societal blocks that Millennials are famous for disrupting.

5 Events at #SMWNYC on How to Engage Gen-Y and Gen-Z on Social Media

Over the past few years, Millennials and members of Gen-Z are creating more conversations than ever before. They are some of the most active individuals online, as well as consuming media and content at all times throughout the day. From quick Snapchat Stories from friends, to binge-watching Netflix and streaming digital-only shows, Millennials and Gen-Z are changing the industry, and everything we thought we knew about it.

At Social Media Week New York, several sessions from leading brands and organizations will host conversations on this topic. Which types of campaigns resonate the most with Millennials? How are they spending time online? Who is the next generation, and what do we call them? Join us this February 22-26 by registering your pass, and participate in these forward-thinking conversations with thousands of leaders across media, marketing, and technology in New York all under one roof.

1. Pope-Emojis and Millennials: A Case Study in How the Catholic Church Engages the Largest Generation Alive Today

(Presented by Tracx US) – Tuesday Feb. 23 • 10:00AM • SVA Theatre

As social media usage continues to grow exponentially, it is becoming an increasingly effective medium for brands and organizations to connect with audiences of all ages, but in particular younger generations. Learn how a collaboration with a global Catholic Digital Media Company and Tracx, the leading social business cloud, resulted in an incredibly successful #PopeIsHope #GoodIsWinning campaign.

2. Online Identities and Impact on Gen-Y and Gen-Z Consumers

(Presented by Code and Theory) – Wednesday Feb. 24 • 1:00PM • SVA Theatre

60% of Gen-Y (globally) say it’s important they’re connected at all times. This session will cover the ins-and-outs of how Gen Z and Gen Y manage identities and relationships across multiple social networks, hide in plain site, and what type of content and brands they are willing to engage with.

3. Keynote: The Millennial Ideology, with Co-Founder and Co-CEO of Refinery29

(Presented by Refinery29) – Friday Feb. 26 • 9:30AM • The TimesCenter

Through the rise of social networks and smartphones, the Millennial ideology has transformed communication, making instantaneous, raw, and constant contact the norm. The ability to connect with anyone, anywhere has created a global information network and universal ideology, and Philippe von Borries, Co-founder and Co-CEO of lifestyle media company Refinery29, will discuss the advantages and challenges that this new landscape presents using concrete examples of how Refinery29 is capitalizing on this shift.

4. The Millennial Guide to Being a Boss – Secrets from Forbes 30 Under 30 List Members

(Presented by Forbes Media) – Friday Feb. 26 • 11:30AM • The TimesCenter

This session, moderated by Tom Davis (Chief Marketing Officer at Forbes Media), will feature members of Forbes’ 30 Under 30 list. The focus of the discussion will be on leadership lessons from Millennials who are leading top companies or startups, and how they’re doing things different than generations before them.

5. Hello “Founders” – Meet the Generation After Millennials,

(Presented by MTV) – Friday Feb. 26 • 2:30PM • The TimesCenter

The MTV Insights team went to work with a group of 13-14-year-olds in-person and via virtual focus groups who identified more than 500 potential generation names that were ultimately tested in a nationwide, quantitative survey. The top choice – The Founders. Yes, seriously… The Founders. Hear from the experts at MTV as to what sets The Founders apart from Millennials, what principles brands will need to consider for future marketing and how Founders will change the social media game.

Click here to register your pass for SMW New York, and join thousands of leaders across media, marketing, and technology this February 22-26

The Millennial Ideology: Keynote with Refinery29’s CEO at #SMWNYC

Through the rise of social networks and smartphones, the Millennial ideology has transformed communication, making instantaneous, raw, and constant contact the norm. The ability to connect with anyone, anywhere has created a global information network and universal ideology that hasn’t existed until now and provided a unique opportunity for media companies to scale and reach a global audience at an extreme pace.

Philippe von Borries, Co-Founder and Co-CEO of lifestyle media company Refinery29, will discuss the advantages and challenges that this new landscape presents. He’ll lay out concrete examples of how Refinery29 is capitalizing on this moment through its recent global expansion plans, and how the Millennial ideology has powered Refinery29’s strategy of creating relevant, timely content that fosters deep connections with audiences around the globe.

Click here to get your pass and attend Philippe’s session. Join us at SMW New York on Friday, February 26th at 9:30AM on the FWD Stage at The TimesCenter for “The Millennial Ideology, With Co-Founder And Co-CEO of Refinery29, Philippe von Borries”.

About Philippe von Borries

Philippe von Borries is the Co-Founder and Co-CEO of Refinery29, the leading digital media company for millennial-minded women with a loyal following of over 25 million. The company has grown to over 300 employees and expanded beyond its style roots to speak to a broad range of topics from pop culture to health to politics across multiple platforms around the world.

At Refinery29, Philippe leads the content, product and marketing teams, and drives the company’s strategic vision including global expansion and video strategy. Click here to read his full bio, and learn more about Philippe.

Want to attend SMW New York this February 22-26, and join thousands of industry leaders across marketing, media and technology?

Register Your Pass Today

Image Credit: Digiday

13 Events At #SMWNYC To Understand, Reach, And Attract Millennials

Whether you’re a brand strategist, content marketer, or account director, chances are you’re trying to see “what’s next” in and around the industry. So much of this “what’s next” question is dependent on one generation as well: Millennials. Members of Generation Y are the future consumers, the future decision makers, and the future innovators, and today, we’re trying to figure out what they like, and how they like it. If you’re attending Social Media Week NYC this February 23-27, be sure to check out some of the events that will discuss and dive into the world of Millennials, here are 13 sessions you should bookmark right now.


Tue, Feb 24; 10:30 AM – 11:30 AM
“In recent studies, 70% of college students reported that they would open a Snapchat from a brand, 22% of teen girls reported that they actually suffer from FOMO (fear-of-missing-out), and 28% of U.S. millennials said their cell phone is ‘an expression of who I am.’ In this session, a seasoned strategist on the front lines at creative agency Code and Theory will give a crash course on who this “new consumer” really is – how they think, behave, and feel – and will offer a new real-time playbook for social media marketers.”


Tue, Feb 24; 2:00 PM – 3:00 PM
“Working with notable Instagrammers, publishers are now retooling native ads and enabling brand storytelling to start on social. This enables new paths to authentically capture people’s attention via the broader media ecosystem, often before the campaign appears in print or online. This ‘social first’ content discussion will unpack the ideation, pitching, and activations for these campaigns. This masterclass-style event will be followed by an audience Q&A.”


Tue, Feb 24; 2:45 PM – 3:45 PM
“Join us as Jonathan Perelman, BuzzFeed Motion Picture’s Vice President examines the evolution of media and how new innovations in distribution technologies have changed how it’s consumed. From LOLS to CUTE cat videos that pull at your heartstrings, Jonathan will dive into the science behind creating shareable content for the social web.”


Tue, Feb 24; 5:15 PM – 6:15 PM
“In an interview’s CEO, Sam Yagan, we’ll attempt to reveal how marketers can connect with their audiences in a more meaningful way wth inspiration from dating applications. We hope the audience will discover that although people share intimate details about their inner most desires on dating services every day, the most intriguing information is that which they offer without ever being asked.”


Wed, Feb 25; 9:00 AM – 10:15 AM
“How do you share an 8,000-word epic narrative in a 140-character tweet? How do you get today’s digital readers, accustomed to quick reads and rapid-fire summaries, to start reading a story and stay, actually stay, until the very last word? How do you bring writers, readers and editors together in conversation over the day’s most relevant news? This sessions will present insights into how The New York Times magazine is evolving digitally by building a new approach to audience development.”


Wed, Feb 25; 11:15 AM – 12:30 PM
“By 2025, 75% of the global workforce will be comprised of millennials. As millennials get jobs and become leaders, they’re bringing tech-savvy ideas that’s changing business. From integrating mobile apps into meetings and networking, to creating tech-centered products that are transforming lives, and even using new social media platforms and games to innovate, this generation is embedding tech into everything they do. In a discussions with members of the Forbes 30 Under 30 list, Forbes Editor Randall Lane will bring to light the not-so-distant future of our Millennial world.”


Wed, Feb 25; 3:00 PM – 4:00 PM
“This session will teach the essentials on maximizing your Snapchat strategy, and how to bring storytelling to the most popular in-the-moment social sharing platform among Millenials. With over 100 million monthly active users and over a billion Snapchat Stories viewed per day, we will help you leverage your presence on the mobile app.”


Wed, Feb 25; 4:30 PM – 5:45 PM
“With the advent of the social web, it is theoretically easier to reach target audiences, but more difficult to forge authentic connections with consumers. This shift is seen most prominently in the ever coveted Millennial audience, where conventional approaches to marketing are rendered ineffective and demography-based segmentation strategies prove to be unsuccessful. In this session we will uncover how brands can tap into the dynamic of this coveted audience and benefit from the network of influence.”


Thu, Feb 26; 2:45 PM – 4:00 PM
“While Gen Y continues to evolve and fascinate the world, attention is now turning to the cohort right behind them — Gen Z, roughly defined as those born after 1993 are some of today’s youngest entrepreneurs and consumers. Raised in an on-demand, connected and impatient culture, expectations are running high for this group that accounts for more than 2 billion globally.”


Thu, Feb 26; 3:30 PM – 4:30 PM
“In any given month, quizzes make up some of the most shared pieces of content on the internet. Chief Qwizzard, Owen Fuller, will share lessons learned from reverse engineering an inhuman amount of viral quizzes on sites like Buzzfeed and Qzzr. He’ll teach the secrets Qwizards use to drive social traffic and lead generation, including the keys to optimizing quiz titles, questions, imagery, calls-to-action and outcomes.”


Fri, Feb 27; 9:00 AM – 10:15 AM
“Everyone knows why companies like Apple, IKEA, and Southwest Airlines have become cult brands – it’s because they understand that they “belong” to their customers. Basic principles of cult branding can take companies to the next level by creating on-demand apps, social followings and customer incentive programs that breed extreme customer loyalty and fanaticism.”


Fri, Feb 27; 11:00 AM – 12:00 PM
“Today, storytellers are finding increasingly imaginative ways to share their ideas with interactive and visual elements, bringing their messages to life. Outside of creating content for Instagram, Vine, and Snapchat each day, Mashable’s creative team is responsible for the creative behind many branded social advertising campaigns, having worked with Olympus, Hewlett-Packard, Hot Wheels, MasterCard and more just in the past few months.”


Fri, Feb 27; 11:15 AM – 12:30 PM
“In a world where everyone is creating their own content and distributing it themselves via multiple social platforms, MTV is pioneering the way media companies tap into new form content creators and not just for their massive social following. Today it’s no longer about marketing partnerships. Instead, it’s all about the modern day talent search. Participants will learn how members of this very talented generation are able to churn out amazing, relatable content that transitioned between multiple screens – whether it be television, tablet or mobile – and why young audiences are responding in droves”