10 tips for running successful competitions on Facebook

10 tips for running successfulcompetitionson facebook www.kontestapp.com 08/2012Proposé par Kontest, créez votre concours sur Facebook, web et mobile - www.kontestapp.com

Introduction Facebook has undoubtedly become the largest social network in the world. With over 955 million users, it has to be integrated in the existing promotion efforts. This windfall of users makes it an excellent choice for deploying various promotional strategies, including promotions and contests. Including the user in a game mechanic is a great way to develop an intention. An intention to buy, enquire, review, recommend. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 2

Introduction It will make you brand switch from a traditional strategy to a relational strategy. Brands that offer the best experience will not only attract attention but also transform their customers into fans likely to share and viralize their message Recruit Viralize why ? entertain Engage Proposed by Kontest, create your contest on Facebook, Web & Mobile - 3

Introduction I have a Fan page, What’s next ? Many brands, companies and artists have a Facebook fan page and promote their new products to their communities called «Fans». Today, if you have a fan page it’s important to try to understand who your fans are, how they have heard about you, why they decided to become fan and how to interact effectively with them. While it’s obvious that having a Facebook page with fans is not an end in itself, we can also apply the same idea to contests. The contest should not be viewed simply as a unique event with no links to your other marketing efforts. The contest must fit in a broader strategy around your community that you need to plan and carry out conscientiously. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 4

Introduction However, making a contest is not something trivial and deserves some advice and tips on the best practices. Here are... 10 tips for running successful competitions on facebook Proposed by Kontest, create your contest on Facebook, Web & Mobile - 5

follow the rules of FacebookFacebook often updates its terms and conditions, espcially the promotion guidelines which aims to frame thesweepstakes and contests on the platform. It is essential to follow these rules if you want your campaignsto be smooth.Facebook is not in charge of the contest A contest hosted on Facebook should contain the following: “ This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. You are providing your information to [disclose recipient(s) of information] and not to Facebook. The information you provide will only be used for [disclose any way that you plan to use the user’s information]. By entering this contest, each participant approves a complete release of Facebook.It should also be noted in the contest’s Official Rules that Facebook does not support and can’t be heldresponsible if something goes wrong. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 6

follow the rules of FacebookYou need to link to your «Privacy Policy» page The purpose of this page is to define : • the nature of the information collected, • their future use, • how you intend to allow a user to delete or correct their personal data.In addition to comply with the law in place in all countries where the contest takes place, you must complywith the promotion guidelines of Facebook. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 7

follow the rules of FacebookYou can’t use a Facebook native feature as part of the entry processThis point is not easy to grasp and yet, it’s the most important one.To make it simple, you can not use one of the features of Facebook as a mechanism to participate in acontest.So you can’t say : • Leave a comment on my page to enter the contest, • Add a picture / change your profile picture to enter the contest, • Change your password to enter the contest • etc.. So basically, it’s forbidden to hold a contest on a Facebook wall. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 8

follow the rules of FacebookYou can hold the contestin a fan page tabTo maximize the effectiveness of acontest, you must use an application.This will appear in a dedicated tab.Participation may therefore beprocessed within the tab withouthaving to leave the page or use adedicated application (the tab being anapplication), which will greatly facilitateand encourage participation in yourcontest. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 9

follow the rules of FacebookYou can restrict the contest to fans onlyFacebook allows you to condition the participation of a user with the following features: liking the fan page,checking in to a place, or connecting to your app. You can ask the user to click on «Like» to enter the contest.The use of other functions of the social network is prohibited. It is also forbidden to use the like buttonas a mechanism of vote for your photo contests by instance.You must not notify the winners by using Facebook either through private messages, an instant chat oreven with an update on the wall of a profile page or a fan page. The best solution is to contact them directlyby e-mail. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 10

comply with any legal obligation in your country The law and various legal obligations (if any) tend to vary a lot from one country to another or even from one state to another. In the US, some states require that sweepstakes are registered when offering a certain amount of prizes.In the UK, according to the Gambling Act 2005, competitions are allowed if no payment is required toenter OR skill is highly involved in determining the winner.Otherwise, it would be considered as an illegal lottery. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 11

come up with a creative designThe apparence of a competition is an aspect oftenneglected.Yet it can provide a very interesting exposure foryour brand or product you want to promote. So usethis space to remind users about the context of yourcompetition, who you are and what you do.However, on Facebook you’ll face an importantlimitation: the width. In a Facebook page the contentof a tab can’t exceed 810 pixels wide. The height isless limited, but keep it as short as possible.Users usually pay more attention to the informationstored «above the fold», the part of the page that isvisible without having to scroll. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 12

encourage users to become fans first Try to get them to Like your page first so that you get a way to reach out to them afterwards with status updates. This advice is especially important if increasing in the number of fans is one of the main goals of your competition. Try to remind them at different stages of the participation - if you can’t enforce it - to become a fan or your page.Don’t let new users participate and then leave. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 13

offer an exciting prizeTry, when possible, to spend your budget mainly on the first prize.Most of the participants are here for the 1st prize and not theother ones.Offer different prizes to attract a diverse range of participants.For example you can offer a trip or a high-tech product or giftvouchers as a first prize. This way you address a large target anddon’t extend your budget since you will only provide what prize theplayer picks.Boost participationwith attractive prizesChoosing the prize is a highly strategic step and therefore it should be done before the project even starts. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 14

tell your fans beforehandTo create excitement and enthusiasm around your operation,you need to announce it before it happens, using differentchannels of communication.One status a day for a week, a newsletter, a press release...or anything else to make sure your competition is a success.It’s also noteworthy that the peak of attention on Facebookis during the week at 3 PM.Use this information to give your page updates more exposure.Also note that if the attention of your fans is important, it’s also quickly lost. Try not to announce yourcontest too early and not to make it last too long (no more than 20 days). Proposed by Kontest, create your contest on Facebook, Web & Mobile - 15

maximize your contest visibilityEnsure maximum exposure foryour contest by using an attractiveFacebook Cover highlighting the tab ofyour promotion.Be careful to respect the Facebookguidelines concerning cover.Thus, each person visiting yourFacebook fan page will directly seeyour contest.This will significantly increase theparticipation rate and the efficiency ofyour promotion. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 16

invest in a Facebook ads campaignIf the viral aspect and the word of mouth of a competition is particularly important - and even more onFacebook - it’s often not enough.Investing in a Facebook Ads campaign is an excellentway to promote your contest.Simply log into the FB Ads panel, select the demographictarget to focus the promotion (the friends of your fanscould be an excellent target), write the ad copy and thenset your budget.Once validated, your ad will be online and the numberof participants should dramatically increase.> http://www.facebook.com/advertising/If you are interested in investing in a campaign and have a significant budget feel free to contact us and we’ll forward you tosomeone in Facebook’s advertising team. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 17

collect data carefullyIf you want to reuse them later, you must first ensure that you collect the data you really need.The data must be properly formatted and stored in a database or aspreadsheet to be easily processed afterwards.You must ensure that processing the collected data will be scalable andROI-friendly.Make sure you collect relevant data and linked to the use you’re going tomake of it.For example for a video game editor : “What gaming console do you own?”Try to keep the number of requested fields at a minimum. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 18

calculate your R.O.I Once your contest is over, you should try to leverage the data collected by sending relevant promotions to users who checked your Opt-in box. Try to Use the collected data to target the follow-up emails. Non-targeted email campaigns tend not to be effective and are easily considered as spam, which will eventually harm you in the long run.Use the data collected correctlyIf you send follow-up emails, use a professional service that will let you access analytics and trackingreports to assess the quality of your campaign to calculate your ROI precisely. Proposed by Kontest, create your contest on Facebook, Web & Mobile - 19

to conclude You got it, promotions can be a efficient marketing tool if you take some time to think about it Vous l’aurez manage itl’organisation de jeux concours peut need unlaunch the perfect campaign: and if you compris, smartly. Here are to three things you être to outil marketing très intéressant mais qui doit se planifier au préalable. Vous ne devez, sous aucun prétexte, laisser certains aspects de votre concours au hasard. powerful tool Du jour et de l’heure (15h, en semaine) de votre concours jusqu’à sa durée (environ 20 jours), vous devez tout étudier minutieusement. triangle of success incentive advertising Proposed by Kontest, create your contest on Facebook, Web & Mobile - 20

Create and spread promotionson Facebook, the web and mobile devices hello@kontestapp.com www.kontestapp.com Proposed by Kontest, create your contest on Facebook, Web & Mobile - 21

10 tips for running successful competitions on Facebook

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