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

• Twitter

• Instagram

• 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