i P a d G i ve a wa y s Suc k :                  T a k i ng F a c e b o o k c o nt e st s                        a nd s we...
@christuff                @davidkoroghlian                  #WOMMA                  #WOMMUsquared ©2012                   ...
squared ©2012   3
squared ©2012   3
BUILD BRAND BY           DRIVING ADVOCACYsquared ©2012                    4
GET PEOPLE                 TALKINGsquared ©2012                5
SCALE            THAT TALK WITH PAIDsquared ©2012                     6
squared ©2012   7
SUCCESS CRITERIA: MAKE MEDIA EXPONENTIAL     Endorsement                                          Social Interactions     ...
THE SPOTsquared ©2012              8
squared ©2012   9
squared ©2012   10
squared ©2012   11
squared ©2012   12
squared ©2012                750,000 VIEWS   12
OVER 60 USER-GENERATED VIDEOS UPLOADEDsquared ©2012                                        13
FACEBOOK?squared ©2012               14
squared ©2012   15
2:38 MINUTES SPENT                PLAYED 11 TIMESsquared ©2012                     16
2,322% Facebook Fan Growth6,709                 162,513                Pre-2012 Tax Season                As of April 17, ...
162,513                            111,800           234,975          11,902       Facebook                             Fa...
HOW?squared ©2012          19
squared ©2012   20
squared ©2012   21
squared ©2012   21
1) KEEP PRIZES BRAND-CENTRICsquared ©2012                   22
2) FIND THE RIGHT PARTNERSsquared ©2012                        23
squared ©2012   24
3) LIMIT BARRIERS TO ENTRYsquared ©2012                           25
4) USE THE SOCIAL SEARCH        1) OPEN GRAPH OBJECTS squared ©2012                  26
squared ©2012   27
5) MAKE IT FUNsquared ©2012                    28
squared ©2012   29
6) GAMIFICATIONsquared ©2012                     30
squared ©2012   31
WHAT IS A WIN?squared ©2012                    31
WHAT IS A WIN?       - REWARD MASTERYsquared ©2012                    31
WHAT IS A WIN?       - REWARD MASTERY       - DESIGN FOR EMOTIONsquared ©2012                    31
WHAT IS A WIN?       - REWARD MASTERY       - DESIGN FOR EMOTION        - SCALE REWARDSsquared ©2012                    31
DOPAMINEsquared ©2012              32
7) EXPERIENCE > PRIZEsquared ©2012                           33
8) CROSS-PLATFORM SUPPORTsquared ©2012                       34
9) DRIVE IN-STORE WITH REWARD squared ©2012                  35
10) SUPPORT WITH PAID MEDIAsquared ©2012                      36
squared ©2012   37
Females                                                                                               Males               ...
squared ©2012   38
ONE MORE POINTsquared ©2012                    38
1          2                   3       BRAND TO FAN   SCALE ENGAGEMENT   SUCCESSFUL PRODUCT/        ENGAGEMENT        WITH...
T ha nk y o u                     Questions?                     @ c hr i st uff                @ d a vi d k o r o ghl i a...
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iPad Giveaways Suck: Taking Facebook contests and sweepstakes to the next level

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Jackson Hewitt was caught in a crowded environment, amidst a sea of big-spender competitors like H&R Block, Turbo Tax, and seasonal, local pop-up tax preparers. Jackson Hewitt developed an integrated campaign to drive brand awareness, fuel consumer conversation, and influence a once-a-year purchase decision by leveraging paid, owned and earned communication channels with 1/10th the budget of their national competition.

In this WOMM-U session, you will learn how they achieved this initial success using a delicate balance of paid, owned and earned strategies that truly scaled the WOM created from traditional campaign elements. They'll also share insights for how brands should be approaching contest and sweepstakes, including where to prioritize money spent.

Chris Tuff, SVP/Director of Earned and Emerging Media, 22squared

David Koroghlian, Director of Interactive & Social Media, Jackson Hewitt

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  • \n
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  • David vs. Goliath\n
  • At the center of our agency philosophy? Build a brand by driving advocacy. And because advocacy is earned, not purchased, our engagement plans are built with the target audience - vs. brand positioning - at the center. From the outset, this elevates the strategy out of any one discipline and instead grounds it in how a brand or business connects with its target on the target’s terms.\n
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  • The first TV spot from Jackson Hewitt’s How You Do It campaign, “Steve”\n
  • “Steve” and the campaign garnered immediate buzz...\n
  • and the campaign trended nationally on Twitter for two weeks\n
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  • “Steve” inspired consumers to show us how they did it\n
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  • We launched The Digital Dance-Off game and sweepstakes on the Jackson Hewitt Facebook page\n
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  • Giving away iPads with a contest is a short-term solution. It attracts Likes and fans, but not quality fans, and therefore fans that will fail to convert past the promotion itself. These giveaways can also make your brand/company look cheap. \n
  • You’ll find that companies that do not follow brand-centric prizing strategies end up with fans from places outside their target. Prizes should be something consistent with your brand, so that you’re attracting quality fans who want YOUR product.\n
  • It’s a rare client engagement where 22squared is not fully integrated with a client and its partner agencies. Our ability and comfort working with other external resources are both attitudinal (we are advocates of its importance for brand and business success) and functional (we build our engagement plans with integration in mind).\n
  • Facebook’s Preferred Marketing Developer Program badges for API partners ensure that you’re getting a partner that can accommodate Facebook’s ongoing changes, as well as someone Facebook deems a trusted partner.\n
  • When brands have barriers to entry, like Facebook Connect, they see upwards of a 70% drop-off. This also holds true when you have too many steps in the sign-up process. Make the process quick, seamless and shareable.\n
  • Create an open graph object around people entering or playing the contest/sweepstakes to increase awareness in the Newsfeed and adoption of the promotion.\n
  • Companies like Pinterest and Spotify can attribute much of their massive growth solely to these plug-ins\n
  • Ask yourself, “Would I play this if there was nothing to win?” If the answer is no, go back to the drawing board.\n
  • Most contests look like advertising.\n
  • Gamification is the most important component of crafting a customized Facebook contest that involves some sort of game element to win\n
  • First, did the user win or lose? Make sure the answer is distinct.\n- Reward mastery: Allow players to level up. Also, give them a leader board with top scores and friend scores to encourage competition.\n- Design for emotion: Tie in elements that evoke emotion (ex. encourage users to upload their pictures).\n- Scale rewards: Make sure the rewards themselves are multi-layered and dynamic to encourage return play.\n
  • First, did the user win or lose? Make sure the answer is distinct.\n- Reward mastery: Allow players to level up. Also, give them a leader board with top scores and friend scores to encourage competition.\n- Design for emotion: Tie in elements that evoke emotion (ex. encourage users to upload their pictures).\n- Scale rewards: Make sure the rewards themselves are multi-layered and dynamic to encourage return play.\n
  • First, did the user win or lose? Make sure the answer is distinct.\n- Reward mastery: Allow players to level up. Also, give them a leader board with top scores and friend scores to encourage competition.\n- Design for emotion: Tie in elements that evoke emotion (ex. encourage users to upload their pictures).\n- Scale rewards: Make sure the rewards themselves are multi-layered and dynamic to encourage return play.\n
  • First, did the user win or lose? Make sure the answer is distinct.\n- Reward mastery: Allow players to level up. Also, give them a leader board with top scores and friend scores to encourage competition.\n- Design for emotion: Tie in elements that evoke emotion (ex. encourage users to upload their pictures).\n- Scale rewards: Make sure the rewards themselves are multi-layered and dynamic to encourage return play.\n
  • Make sure the game elicits this chemical in the brain :)\n
  • Ensure the experience itself is richer than the prize\n
  • Be strategic about how each platform complements the others. Let them feed off one another to drive metrics for each.\n
  • Attach a coupon to the contest for all players (at all levels) as a specific retail driver and for ROI\n
  • With the new Facebook Timeline, there is no default tab. This means you have to allocate paid to direct people to contests and sweepstakes.\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
  • Scaling this type of granular targeting and segmented marketing messaging requires a reliable technology layer that augments the Facebook Ads API\n
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  • Most brands approach contests and sweepstakes by skipping steps 1 and 2. Make sure you first accomplish the long-term engagement strategy and leverage paid before launching a shorter term promotion.\n
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  • iPad Giveaways Suck: Taking Facebook contests and sweepstakes to the next level

    1. 1. i P a d G i ve a wa y s Suc k : T a k i ng F a c e b o o k c o nt e st s a nd s we e p s t a k e s t o the next level 5.8.2012squared ©2012 1
    2. 2. @christuff @davidkoroghlian #WOMMA #WOMMUsquared ©2012 2
    3. 3. squared ©2012 3
    4. 4. squared ©2012 3
    5. 5. BUILD BRAND BY DRIVING ADVOCACYsquared ©2012 4
    6. 6. GET PEOPLE TALKINGsquared ©2012 5
    7. 7. SCALE THAT TALK WITH PAIDsquared ©2012 6
    8. 8. squared ©2012 7
    9. 9. SUCCESS CRITERIA: MAKE MEDIA EXPONENTIAL Endorsement Social Interactions Facebook TV Spot TV YouTube WOM Buzz Website Twitter Facebook Ads Paid Earned Owned LEVERAGE PAID, EARNED & OWNED MEDIAsquared ©2012 7
    10. 10. THE SPOTsquared ©2012 8
    11. 11. squared ©2012 9
    12. 12. squared ©2012 10
    13. 13. squared ©2012 11
    14. 14. squared ©2012 12
    15. 15. squared ©2012 750,000 VIEWS 12
    16. 16. OVER 60 USER-GENERATED VIDEOS UPLOADEDsquared ©2012 13
    17. 17. FACEBOOK?squared ©2012 14
    18. 18. squared ©2012 15
    19. 19. 2:38 MINUTES SPENT PLAYED 11 TIMESsquared ©2012 16
    20. 20. 2,322% Facebook Fan Growth6,709 162,513 Pre-2012 Tax Season As of April 17, 2012squared ©2012 17
    21. 21. 162,513 111,800 234,975 11,902 Facebook Facebook Facebook Facebook fans fans fans fans 155,804 67,081 75,439 11,014 new fans this new fans this new fans this new fans this tax season tax season tax season tax season 2,322% growth 150% growth 47% growth 1,240% growth squared ©2012*Fanbase as of 4/17/2012 via SocialBakers 18
    22. 22. HOW?squared ©2012 19
    23. 23. squared ©2012 20
    24. 24. squared ©2012 21
    25. 25. squared ©2012 21
    26. 26. 1) KEEP PRIZES BRAND-CENTRICsquared ©2012 22
    27. 27. 2) FIND THE RIGHT PARTNERSsquared ©2012 23
    28. 28. squared ©2012 24
    29. 29. 3) LIMIT BARRIERS TO ENTRYsquared ©2012 25
    30. 30. 4) USE THE SOCIAL SEARCH 1) OPEN GRAPH OBJECTS squared ©2012 26
    31. 31. squared ©2012 27
    32. 32. 5) MAKE IT FUNsquared ©2012 28
    33. 33. squared ©2012 29
    34. 34. 6) GAMIFICATIONsquared ©2012 30
    35. 35. squared ©2012 31
    36. 36. WHAT IS A WIN?squared ©2012 31
    37. 37. WHAT IS A WIN? - REWARD MASTERYsquared ©2012 31
    38. 38. WHAT IS A WIN? - REWARD MASTERY - DESIGN FOR EMOTIONsquared ©2012 31
    39. 39. WHAT IS A WIN? - REWARD MASTERY - DESIGN FOR EMOTION - SCALE REWARDSsquared ©2012 31
    40. 40. DOPAMINEsquared ©2012 32
    41. 41. 7) EXPERIENCE > PRIZEsquared ©2012 33
    42. 42. 8) CROSS-PLATFORM SUPPORTsquared ©2012 34
    43. 43. 9) DRIVE IN-STORE WITH REWARD squared ©2012 35
    44. 44. 10) SUPPORT WITH PAID MEDIAsquared ©2012 36
    45. 45. squared ©2012 37
    46. 46. Females Males Chocolate Gambling Reality TV Pop Music Fantasy Country Music Sports Soda Male Steak Actors Sports Movies Romantic Movies Male TV Buffalo Shows Makeup Stores Online Wings Shopping Action/ Cooking Adult Adventure Cartoons Moviessquared ©2012 37
    47. 47. squared ©2012 38
    48. 48. ONE MORE POINTsquared ©2012 38
    49. 49. 1 2 3 BRAND TO FAN SCALE ENGAGEMENT SUCCESSFUL PRODUCT/ ENGAGEMENT WITH PAID PROMOTIONS $ $ $ $ $ $squared ©2012 39
    50. 50. T ha nk y o u Questions? @ c hr i st uff @ d a vi d k o r o ghl i a nsquared ©2012 40
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