Laura Kern of Rollins College shares her best strategies for using Snapchat to connect with Millennials.

1. HOW TO
WIN
MILLENNIALS
OVER WITH
SNAPCHAT

3. 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

4. MEMORIES
• Recent update
• Shift from their norm: Content that lasts longer
• Option to share longer videos via a workaround

5. 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):
– TopTen
– Art
– Doctors
– Dogs
– Fashion and Lifstyle
– Fitness
– Food
– Hollywood
– Music
– Snapchat Stars
– Travel
– Venture Capital andTech

6. R O L L I N S
C O L L E G E
F I N D T H E F O X
S N A P C H AT
C A M PA I G N

9. LIVE WEB CAM

10. OBJECTIVES
• Double our Snapchat followers account
• Engagement - Receive at least five submissions per location of the campaign

11. AVATAR TAKEOVER
• Facebook
• Twitter
• Instagram
• Snapchat
Posters
FOLLOWROLLINSCOLLEGE
Winexclusive
FoxDaygear!

12. LANDING PAGE

13. PRIZES

14. FILTERS
Get yours in 5 easy steps:
1. Login at Snapchat.com/on-demand
2. Upload or design your filter
3. Choose dates
4. Pay & Submit
5. Choose area by drawing a geofence

17. TRACKING
Followers 335 as of 3/9/16
561 as of 3/15/16
709 as of 3/21/16
764 as of 3/24/16
829 as of 3/28/16
863 as of 3/29/16
907 as of 3/30/16
Date Screen name Name
POOL:
3/16/16 aadellavalle aadellavalle
maegan_emily maegan_emily
X jacobattad Jacob Battad
quizzle1234 Quinn Bohan
kenadybickel kenadybickel
jackallen54 jackallen54
carlystevens15 Carly Stevens
shellbert shellbert
bdonovan14 bdonovan14
X alexandraeduch alexandraeduch
kiernanok kiernanok
cutmore.amy Amy Cutmore
3/17/16 anacouzande anacouzande
LIBRARY:
3/21/16 X cutmore.amy Amy Cutmore
rachelandcamera rachelandcamera
gracefacez gracefacez
ali.kub Alison
norahalkhanani norahalkhanani
kalliannej kalliannej
ailinmcc ailinmcc
luigismansion Chaseadoodle
alexandraeduch alexandraeduch
harryzo Harrison Alonzo
3/22/16 belim00 belim00
kyndall_n kyndall_n
doreen3368 doreen3368
alexismacmahon alexismacmahon
X kiernanok kiernanok
Find the Fox
2016 Snapchat Campaign Report
Dates of campaign: March 16 - 30, 2016
Locations: 4
Snapchat followers on Day 1 335
Results
Entries 49
Winners 13
Followers gained 572
Total followers at end: 907 170% growth
Snapchat views:
Snaps about campaign 48
Views 28,204
Screengrabs 34
Geofilter usage:
#1 - Pool
Uses 74
Views 4,643
#2 - Library
Uses 109
Views 6,259
#3 - Sports Center
Uses 35
Views 3,976
#4 - Beach
Uses 14
Views 2,280

18. BUDGET
Find the Fox Campaign
Budget
Prizes Budgeted Spent
Glasses 500.00$ 561.11$
T-shirts 500.00$ 394.05$
iTunes GC 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$

19. 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

20. OTHER
MILLENNIAL
SNAP
STORIES

21. STUDENT TAKEOVERS
AUTHENTIC STORIES
• Events
• Experiences
• College Life
• Athletics
• Academics

22. 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

23. HOW TO SNAP

24. 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%

25. 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.

26. 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

27. 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

28. 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

29. TAKEAWAY:
THOSE BRAVE
ENOUGH TO TACKLE
SNAPCHAT WILL GET
THE GREATEST
REWARDS!

30. LAURA KERN, APRA 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 E
L K E R N @ R O L L I N S . E D U
O N S O C I A L : @ L A U R A S K