Mike Mikho will open the day by talking about the state of Snapchat today, how it’s changing the way people create and consume content, and how smart brands, agencies, and media companies can take best advantage of it. In the wake of Snapchat changing its name to Snap Inc. and introducing video-recording Spectacles, Mikho will also take a look ahead, to where Snapchat and other social media are moving.

First things first: come with Snapchat loaded onto your phone as our instructors take you through what you need to know as a Snapchat newbie. You’ll learn how to use:

• Direct messaging
• Video chat tools
• Filters, overlays, & lenses
• Discover, the platform of publisher-controlled channels dedicated to editorial content
  Stories, Snapchat’s self-curated photo-and-video offering

Here’s where you’ll put the pedal to the metal and start experimenting with what you’ve just been presented with so you can navigate account settings, use emojis, and co-opt external features for maximum media partner leverage.

Okay, now that you’ve wrapped your head around the basics and are up to speed on the app’s latest features, how do you take advantage of the particular marketing opportunities for media brands provided by Snapchat? Let our pros explain how to connect with fans and consumers. You’ll learn:

• When to use Discover vs. Stories
• How to craft short, yet impactful marketing campaigns and ads that are appropriate for Snapchat specifically
• How to tailor your marketing efforts to programming, events, and initiatives

Your instructors will give you a hypothetical program or product and together with your tablemates, you’ll construct and present a Snapchat strategy to a media client.

For media marketers, Snapchat can be confounding. That’s because it has no formal analytics attached to it. So how do you derive meaningful, actionable conclusions to advance your business? Our trainers will explain what the most substantial metrics are as well as the particular characteristics of Snapchat’s advertising features so you know how to analyze and present a compelling Snapchat case study. You’ll learn:

• The most effective strategies when it comes to buying Snapchat inventory
• Targeting audiences using data, measurement, and a dash of intuition
• The benefits and risks of running in the ads inserted between the stories users view from each other
• The hierarchy of Unique Views, Story Completions, Story Completion rate, and Screenshots in determining how successful your Snapchat campaign is 

You’ll be presented with a set of metrics, which your table will interpret. The goal is to efficiently sift through the data and chisel your way to a smart evaluation of a Snapchat campaign.