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New York 2017

Leveraging ephemeral social media - creating Snapchat, Instagram and Facebook stories that keep viewers engaged

In order to explain how we keep our story viewers engaged, I will first explain the formation of the current NYSE story strategy. We have found 3 main components that go into our story strategy: Initial ideation, trial and error, and creativity.

Attendees will take away the following info: 

  • How to create a “story strategy”. You should always have a game plan and desired messaging that is consistent with your brand. Our goal is transparent linear story-telling that aimed to inspire.
  • The importance of trial and error. Like all social media, it is important to try new things, seeing what your audience does and doesn’t respond to. We’ve found our “sweet spot” by trying different things, and seeing what our audience responds best too.
  • You have to be creative. This can come in several forms, but includes interesting camera angles, experimenting with different platform functions, or sharing content that might not otherwise be obvious.  

Matthew Kobach
New York Stock Exchange

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