3 Biggest Myths about Facebook Contests


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presented by Chris Bird of Bulbstorm

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  • i may have met some of you at agencyside’s recent BOLO event out here in Scottsdale in October. one of the big surprises of the event was how few agencies had run a formal contest on Facebook. most understood the importance of integrating social media overall and especially Facebook into a client’s campaign – but not a lot of experience with contests. so the folks at agencyside asked if I could spend a little time reviewing the real basics of why contests are important and what are some of the things to think about as you prepare to go down this path.
  • social media technology companyhelp to power ridiculously engaging contest on facebook
  • we are not going to talk about why being on Facebook is important.
  • I’m convinced that every contest should be run on facebook.
  • Many people believe that with a bigger and better grand prize, will come bigger and better results. Unfortunately, it isn’t that simple. Upping the ante from a $2,000 prize to a $20,000 prize will not result in 10 x more participation. Here are some tips for selecting prizes for your Facebook contest:
  • if you are asking them to produce a 30 second video – the grand prize better be good.if you are simply asking them for an email address – the prizes can be small.
  • social media is about fans and consumers having a say in things.
  • this was a big topic at BOLO – specifically about getting a video or a campaign to go “viral”. contests are no different.
  • fans see an UPDATE once they hit their message box.
  • Promo Guidelines state that contest must be administered through an APPLICATIONyou cannot enter anyone into a contest by simply using native FB functions. it can be the first step to enter, but not the entire process.key word in Facebook’s Promotional Guidelines is “before”. you can have them use the native FB functions before entering a contest but it cannot be the sole hoop to jump through
  • here is an example of a contest that is being run that is in violation of Facebook’s Promotional Guidelines. in the past Facebook hasn’t policed this all that well, but it’s just a matter of time before they start getting more aggressive. the penalty: they can take down your page.
  • breaking two rules: they are asking fans to “SUGGEST TO FRIENDS” as well as having them “POST TO THEIR WALL”.
  • so you thought today you’d only be hearing 3 myths. but as Billy Mays (RIP) would say “but wait – there’s more”
  • I would say this was the primary reason that most businesses stayed away from contests on Facebook. We all love Facebook, but let’s be honest…they can make this difficult. and then change with no explanation!this is a very recent change, as of Friday last week.
  • although the approval process is much easier (non-existent really), the Facebook Terms of Service and Promotional Guidelines are is still in place.
  • 3 Biggest Myths about Facebook Contests

    1. 1. 3<br />Biggest Myths About<br />Facebook Contests<br />Facebook Contest 101<br />
    2. 2. Who is <br />Chris Bird and why is he talking to us?<br />
    3. 3. Chris Bird<br />VP of Client Solutions<br />
    4. 4. O V E R V I E W<br />why run a contest?<br />3 myths<br />i get it – now what?<br />
    5. 5. W H Y C O N T E S T S ?<br />increasefan count<br />increase engagement<br />data capture<br />crowdsource ideas<br />
    6. 6. W H Y C O N T E S T S ?<br />your customers are already there!<br />leverage native functions<br />
    7. 7. I N C R E A S E F A N C O U N T<br />a “Like” is the first step to a fan!<br />difficult to market to people unless they’ve already “Liked” your page<br />
    8. 8. I N C R E A S E E N G A G E M E N T<br />Getting a “Like” is not enough<br />“the higher the engagement with you…the more likely it is that your page will be picked up by the Facebook algorithm and make it into the news feed.”<br />SocialMediaExaminer.com on August 2, 2010<br />Engagement directly linked to financial success (ENGAGEMENTdb.com)<br />+18% vs. -6% growth<br />
    9. 9. D A T A C A P T U R E<br />
    10. 10. C R O W D S O U R C I N G<br />Your fans have ideas – listen to them!<br />Intel gathered more than 5,000 unique ideas for “the phone of tomorrow”<br />VitaminWatergathered “thousands” of new flavor ideas and took the flavor Connect to market<br />
    11. 11. 3<br />myths<br />
    12. 12. 1<br />YOU NEED A HUGE GRAND PRIZE<br />
    13. 13. 1<br />YOU NEED A HUGE GRAND PRIZE<br />make it relevant: if you’re holding a recipe contest, make the grand prize relative to cooking!<br />
    14. 14. 1<br />YOU NEED A HUGE GRAND PRIZE<br />make it worth their while: the more hoops they have to jump through, the bigger the prize should be. <br />
    15. 15. 1<br />YOU NEED A HUGE GRAND PRIZE<br />remember your audience: think about what THEY want<br />
    16. 16. 1<br />YOU NEED A HUGE GRAND PRIZE<br />everyone wins: avoid the “lottery syndrome”<br />
    17. 17. 2<br />YOUR CONTEST WILL GO “VIRAL” ON ITS OWN<br />
    18. 18. 2<br />YOUR CONTEST WILL GO “VIRAL” ON ITS OWN<br />tell your existing fans: status updates and the little used “send an update to fans” feature are two no-brainers<br />
    19. 19. 2<br />YOUR CONTEST WILL GO “VIRAL” ON ITS OWN<br />use other marketing channels: think both ON and OFF line like e-newsletters, the brand’s website, POP, print, TV, radio.<br />
    20. 20. 2<br />YOUR CONTEST WILL GO “VIRAL” ON ITS OWN<br />Facebook ads: usually the #1 traffic driver for contests. make sure you send them to your contest landing page tab.<br />
    21. 21. 2<br />YOUR CONTEST WILL GO “VIRAL” ON ITS OWN<br />post-contest promotion: this UGC is GOLD! Use it. <br />
    23. 23. 3<br />FANS CAN ENTER A CONTEST BY “LIKING” YOUR PAGE<br />cannot only use native Facebook functions. Liking, Sharing, Suggesting, Posting to a Wall, or checking in using Places<br />
    24. 24.
    25. 25. asking Fans to “Suggest to Friends” and “Post”<br />
    26. 26.
    27. 27. 4<br />FACEBOOK MAKES CONTESTS A PAIN<br />
    28. 28. 4<br />FACEBOOK MAKES CONTESTS A PAIN<br />no longer have to spend $10,000 in Facebook ads and get preapproval of rules<br />
    29. 29. 4<br />FACEBOOK MAKES CONTESTS A PAIN<br />you still need rules! <br />
    30. 30. I G E T I T . . . N O W W H A T ?<br />define goals<br />budget accordingly<br />get creative<br />find a partner<br />
    31. 31. F I N D A P A R T N E R<br />three options<br />widget<br />custom built app<br />customizable ‘white label’ app<br />
    32. 32. W I D G E T<br />simple & quick to setup<br />price range: $50 - $3,000<br />North Social, Wildfire, Fan Appz<br />provide a very brief interaction <br />
    33. 33. C U S T O M B U I L T A P P<br />built to spec<br />price range: $100,000 +<br />launch time can be months<br />unproven<br />
    34. 34. C U S T O M I Z A B L E A P P<br />customizable yet turnkey<br />price range: $10,000 +<br />Bulbstorm, Wildfire, Votigo<br />wide variations of features<br />
    35. 35. R E S O U R C E S<br />bulbstorm.com/blog<br />facebook.com/promotions_guidelines.php<br />Basics of Social Media ROI<br />by Olivier Blanchard of Brand Builder<br />
    36. 36. Want to learn more?<br />Chris Bird<br />VP of Client Solutions<br />cbird@bulbstorm.com<br />602.688.8023 office<br />@Chris_Bird<br />LinkedIn.com/in/ChrisABird<br />www.bulbstorm.com<br />