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Wednesday, October 18th, 2017 - 2:50PM - 3:30PM

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.  

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Matthew Kobach
Manager, Digital and Social Media
New York Stock Exchange

About your Presenter

After I completed my Master's in communication at Indiana University, I focused my PhD studies on the prediction of social media behavior (also teaching classes on the topic). I then worked at a social media analytics company that used social media data to both predict box office revenue, and to determine the effectiveness of movie trailers. You can thank (or blame) the ubiquitous minions based on early Despicable Me social data analysis. Seeing an opportunity to help market local businesses, I then co-founded my own social media marketing firm. We worked to increase the social presence and marketing efforts for local businesses. I later accepted a position at Intercontinental Exchange (the parent company of NYSE). This lead to NYSE becoming an early adopter of social platforms, including Snapchat and Instagram stories. Through social knowhow, ideation, and lots of trial-and-error, the NYSE stories have become a vehicle for inspiration, market transparency, and creativity. I continue to tell the NYSE story through all social platforms, tailoring the messages so that they are most effective for the specific platform.

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