7 Steps to Social Contest Success

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Contests and promotions are a great way to boost brand awareness both online and off. Social media platforms such as Facebook, Pinterest and Instagram offer exciting ways for your audience to get …

Contests and promotions are a great way to boost brand awareness both online and off. Social media platforms such as Facebook, Pinterest and Instagram offer exciting ways for your audience to get engaged with your brand online. But, you have to follow the rules and best practices or you run the risk of getting your contest booted (by the platform) or ignored (by your fans).

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  • 1. to Social Contest Success STEPS
  • 2. AJ Gerritson Founding Partner 617-259-1605 AJ@451marketing.com www.linkedin.com/in/ajgerritson @AJGerritson www.451Marketing.com
  • 3. About 451 Marketing National Public Relations, Social Media, and Search Marketing Agency Founded in 2004 Headquartered in Boston with offices in Los Angeles and New York 65 full-time staff Recognized as a 2011, 2012, 2013 an award recognizing the fastest growing private companies headquartered in Massachusetts Recognized for multiple Bell Ringer Awards, for campaign and individual excellence in public relations
  • 4. Social media sites and blogs now account for approximately 27% of the total time Americans spend online.
  • 5. Everyone LOVES Prizes
  • 6. Over 70% of big companies will use gamification in their marketing strategies by 2014 http://blog.hubspot.com/social-media-contest-stats-infographic
  • 7. +34%average percentage of new fans acquired with social contest Social Media Explorer
  • 8. User-Generated Content
  • 9. KNOW THE RULES PICK THE PRIZES MEASURE AND TRACK EXTEND CONTEST LIFE LAUNCH YOUR CONTESTMAINTAIN MOMENTUM STEPS TO A SUCCESSFUL SOCIAL CONTEST CRAFT YOUR CONCEPT
  • 10. CRAFT YOUR CONCEPT
  • 11. Goals? CRAFT YOUR CONCEPT ALL Can Be Achieved Through Social Contest
  • 12. Decide On Contest Type CRAFT YOUR CONCEPT
  • 13. Pick Your Channels CRAFT YOUR CONCEPT
  • 14. KNOW THE RULES
  • 15. FYI: Facebook Updates KNOW THE RULES No longer have to host on a tab using a 3rd party vendor! You CAN use your cover photo as a contest CTA You CAN host on your timeline Likes and comments CAN count as entries (shares cannot)
  • 16. KNOW THE RULES Acknowledgement that the promotion is in no way associated with Facebook Can’t ask to share on Personal Timeline https://www.facebook.com/page_guidelines.php (Section 3E)
  • 17. KNOW THE RULES https://support.twitter.com/articles/68877-guidelines-for-contests-on-twitter
  • 18. KNOW THE RULES http://business.pinterest.com/brand-guidelines/ (“Promotions and Marketing”)
  • 19. KNOW THE RULES http://help.instagram.com/464700830247492
  • 20. Only 18+ Winner must be chosen through judgment criteria Can’t use video submissions for marketing purposes KNOW THE RULES https://support.google.com/youtube/answer/1620498? hl=en
  • 21. PICK YOUR PRIZES
  • 22. Prizes should relate to your brand or target audience PICK THE PRIZES
  • 23. To receive entries with higher barrier to entry, incentivize with a higher value prize PICK THE PRIZES
  • 24. To increase number of low barrier entrants, give out more prizes to give perception of higher chance of winning. Enter to win one of 100 Hood Latte coolers this summer! PICK THE PRIZES
  • 25. LAUNCH YOUR CONTEST
  • 26. Coordinate With PR LAUNCH YOUR CONTEST
  • 27. Put Out Teasers LAUNCH YOUR CONTEST
  • 28. LAUNCH YOUR CONTEST Use Social Advertising
  • 29. Your Contest Spread The Word LAUNCH YOUR CONTEST
  • 30. LAUNCH YOUR CONTEST Use Facebook as hub for social contest– create custom tabs and have users link content from other platforms
  • 31. Case Study: Hood Blimp 451 Marketing and Hood took social promotion to soaring new heights
  • 32. Goal Boost engagement and keep the brand at top of mind within key New England markets during peak ice-cream purchasing season. Approach 451 Marketing launched a thrilling Facebook contest challenging New Englanders to identify famous New England locations from aerial view photographs taken by the Hood Blimp pilot. Results In one month: • 2,896 new Facebook fans on the HP Hood page • 1,950 entries into the contest Case Study: Hood Blimp
  • 33. Fill-in-the-blank/ Most Creative Answer Photo Upload RT and Follow LAUNCH YOUR CONTEST
  • 34. LAUNCH YOUR CONTEST
  • 35. Case Study: Annie Selke Companies Pinterest users prove to be big online spenders for luxury interior design purveyor Annie Selke Companies
  • 36. Goal Increase brand awareness and drive sales using social media. Approach 451 Marketing launched exciting Pinterest campaign showcasing the brands’ high quality and visually appealing products. 451 also helped execute “Pin to Win” promotions. Results In the first year of the campaign: • 135 assisted conversions - 50% last interaction conversions • $39,019.32 in direct sales Case Study: Annie Selke Companies
  • 37. LAUNCH YOUR CONTEST
  • 38. LAUNCH YOUR CONTEST
  • 39. MAINTAIN MOMENTUM
  • 40. Showcase the best entries, comment & like entries, profile great entrants MAINTAIN MOMENTUM
  • 41. MAINTAIN MOMENTUM
  • 42. MEASURE AND TRACK
  • 43. Create an account and paste your contest landing page link into the box. Get statistics on your link: when and how many times people are clicking Create a Bit.ly MEASURE AND TRACK
  • 44. Create a Hashtag #IfIHadGlass MEASURE AND TRACK
  • 45. MEASURE AND TRACK Measure Search Traffic Have your search team set up goals and track traffic social traffic sources
  • 46. Set Up Google Alerts EMAIL or RSS feed MEASURE AND TRACK
  • 47. EXTEND CONTEST LIFE
  • 48. EXTEND CONTEST LIFE Feature on Social
  • 49. Recap on Blog EXTEND CONTEST LIFE
  • 50. CELEBRATE YOUR WINNERS Additional PR Local Man Wins Contest
  • 51. KNOW THE RULES PICK THE PRIZES MEASURE AND TRACK EXTEND CONTEST LIFE LAUNCH YOUR CONTESTMAINTAIN MOMENTUM STEPS TO A SUCCESSFUL SOCIAL CONTEST CRAFT YOUR CONCEPT
  • 52. Questions?
  • 53. to Social Contest Success STEPS