Post on 09-Feb-2017
H O W T O W I N
M I L L E N N I A L S O V E R W I T H S N A P C H A T
SNAPCHAT FAST FACTS
• The ghost
• Launched in 2011
• 150+ million daily users spend an average of 25-30 minutes on the app every day
• Daily reach (according to Nielsen): 41% of all 18 to 34 year-olds in the U.S.
• Messages have a 10 second maximum, and stories disappear within 24 hours
• Competition: Instagram stories
• Snapchat rules: Video filters and Lenses
• More changes to come
MEMORIES
• Recent update
• Shift from their norm: Content that lasts longer
• Option to share longer videos via a workaround
WHO’S DOING IT WELL?Personalities:
– @djkhaled305 – lifestyle
– @expatdena – travel
– @mannymua – makeup (he’s fab)
Brands:– @cocacola
– @lowesdiy
– @sephora
– @uf1853 & @uofmichigan
Celebrities: – Ashley Benson (benzo33)
– Kim Kardashian (kimkardashian)
– Kylie Jenner (kylizzlemynizzl)
– Selena Gomez (selenagomez)
More from NYmag.com (and Google):– Top Ten
– Art
– Doctors
– Dogs
– Fashion and Lifstyle
– Fitness
– Food
– Hollywood
– Music
– Snapchat Stars
– Travel
– Venture Capital and Tech
R O L L I N S C O L L E G E
F I N D T H E F O XS N A P C H A T C A M P A I G N
LIVE WEB CAM
OBJECTIVES
• Double our Snapchat followers account
• Engagement - Receive at least five submissions per location of the campaign
AVATAR TAKEOVER• Facebook
• Snapchat
Posters
FOLLOWROLLINS COLLEGE
Win exclusive Fox Day gear!
LANDING PAGE
PRIZES
FILTERSGet yours in 5 easy steps:
1. Login at Snapchat.com/on-demand2. Upload or design your filter3. Choose dates4. Pay & Submit5. Choose area by drawing a geofence
TRACKING
FindtheFoxCampaignFollowerSubmissionTracking
Followers 335 asof3/9/16561 asof3/15/16709 asof3/21/16764 asof3/24/16829 asof3/28/16863 asof3/29/16907 asof3/30/16
Date Screenname NamePOOL:
3/16/16 aadellavalle aadellavallemaegan_emily maegan_emily
X jacobattad JacobBattadquizzle1234 QuinnBohankenadybickel kenadybickeljackallen54 jackallen54carlystevens15 CarlyStevensshellbert shellbertbdonovan14 bdonovan14
X alexandraeduch alexandraeduchkiernanok kiernanokcutmore.amy AmyCutmore
3/17/16 anacouzande anacouzandeLIBRARY:
3/21/16 Xcutmore.amy AmyCutmorerachelandcamera rachelandcameragracefacez gracefacezali.kub Alisonnorahalkhanani norahalkhananikalliannej kalliannejailinmcc ailinmccluigismansion Chaseadoodlealexandraeduch alexandraeduchharryzo HarrisonAlonzo
3/22/16 belim00 belim00kyndall_n kyndall_ndoreen3368 doreen3368alexismacmahon alexismacmahon
X kiernanok kiernanok
FindtheFox2016SnapchatCampaignReport
Datesofcampaign: March16-30,2016Locations: 4SnapchatfollowersonDay1 335
ResultsEntries 49Winners 13Followersgained 572Totalfollowersatend: 907 170%growthSnapchatviews:Snapsaboutcampaign 48Views 28,204Screengrabs 34Geofilterusage:#1-PoolUses 74Views 4,643#2-LibraryUses 109Views 6,259#3-SportsCenterUses 35Views 3,976#4-BeachUses 14Views 2,280
BUDGETFindtheFoxCampaignBudget
Prizes Budgeted SpentGlasses 500.00$ 561.11$T-shirts 500.00$ 394.05$iTunesGC 50.00$ 50.00$Geofilters
1 25.00$ 16.48$2 25.00$ 26.18$3 25.00$ 20.15$4 25.00$ 60.92$
TOTAL 1,150.00$ 1,128.89$
EVALUATION
• Attracted 572 new followers to Rollins College’s Snapchat during the March 16 – 30 campaign
– 170% growth
• Engagement:
– 49 entries
– 19 winners
– 232 uses of the Find the Fox geofilters
O T H E RM I L L E N N I A L
S N A P S T O R I E S
STUDENT TAKEOVERS
AUTHENTIC STORIES
• Events
• Experiences
• College Life
• Athletics
• Academics
HOW I PLAN TO GROW SNAPCHAT
• Partnering with more organizations across campus
• Promoting
• Asking for more students to do takeovers
• Teaching
• Admission
…creating content students want to see
H O W T O S N A P
WHAT TO TRACK?
• Followers
• Views
• Screengrabs
• Completion Rate
• Screengrab Rate
Find the Fox Stories:
• Average Completion Rate = 94.98%
• Average Screengrab Rate = 0.78%
August 2016:
• 89%
• 1.34%
WHAT IS YOUR STORY ABOUT?Your story or a brand’s takeover?
• Think about what your story will look like.
• Introduce yourself when you begin. Otherwise your audience will not know that your story has changed from the traditional brand voice.
• How can you narrate your story by speaking directly to the audience via dynamic videos and photos?
• Are your photos/videos going to be of your environment, yourself, or a mixture?
• How can you include activities into your story?
• Will you use geofilters on your pictures/videos?
• How can you give the audience a sense of who you are and why you are a part of the Rollins community?
• End your story with your reflection on the day/event & sign off.
TIPS ON CREATING STORIES
• IMPORTANT: Do NOT use any third party apps to upload to Snapchat. This may result in Snapchat locking the account.
• Select how long you want your photo to play in your story – keep it short typically
• Video: take your environment into account for sound and visibility
• Always add your posts to the story
• Be consistent in your filters and persona for the day
• Stay vertical in your posts.
• Don’t post the same picture all day. Example, repeating group selfies.
• Stay true to you
TIPS ON CREATING STORIES• Customize text size & color
• Customize drawing colors
• Adding more space in text
• Combine filters & create custom filters
• Draw better
• Video:
– Zoom
– Music
– 3D stickers
– Hands free
• It’s called Stories for a reason
HOW TO KILL IT ON SNAPCHAT
• Promote on other channels
– “Snapchat-only content is now live”
– “Will be launching a contest on Snapchat tomorrow at noon”
– Add Me URLs: www.snapchat.com/add/rollinscollege
• Hosting an event? Buy a filter!
– Make sure to promote the filter:
SNAP TO IT!
You’ve entered a geofilter zone! @rollinscollege
TA K E A W AY :THOSE BRAVE
ENOUGH TO TACKLE SNAPCHAT WILL GET
THE GREATEST REWARDS!
L A U R A K E R N , A P RA S S O C I A T E D I R E C T O R O F S O C I A L M E D I A R O L L I N S C O L L E G EL K E R N @ R O L L I N S . E D UO N S O C I A L : @ L A U R A S K