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How to target the correct audience using SM contests
 

How to target the correct audience using SM contests

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    How to target the correct audience using SM contests How to target the correct audience using SM contests Presentation Transcript

    • How to target the CORRECT audience using contests on Social MediaBy Michal CepekOn November 2, 2011
    • It is relatively easy to gain followers/fans using SM contests
    • Problem –we needthem to be targeted!
    • Three considerations 1) Correct SM platform 2) Correct form of contest 3) Correct prize
    • 1) Correct SM platform • Before launching a SM contest campaign, the company must know where its audience is. • Not only Facebook and Twitter! ▫ Artists: deviantART ▫ Photographers: Flickr ▫ Music fans: Last.fm
    • Contest on Last.fm - Logitech
    • Contest on deviantART
    • 2) Correct form of contest • Many forms of participation ▫ Like/Follow/Join ▫ Share a status/tweet ▫ Active contribution  Write a review/exp/blog entry  Upload a photo  Make a video
    • 2) Correct form of contest
    • 3) Correct prize • Bigger is not always better • Cash = not suitable if looking for targeted customers • Generic prizes appeal to a wide range of people • Carefully selected prizes do better job in attracting interested audience
    • 3) Correct prize (cont.) • The prize doesn’t have to be physical. It can be a public honor or status for the winner. • Selected prize needs to do 2 things: ▫ Encourage people in the niche to enter the contest. ▫ Discourage people who aren’t in the niche from entering.
    • Examples Tickets to the next show; band Musician merchandise Meal for 2; coffee for life; Restaurant / Café cooking lesson from the chef Tickets to the next game; signed Sports merchandise Tickets to the red carpet premiere; movie passes; movie Movies merchandise Top selling product; a copy of Website / Ecommerce your e-book; gift card Free subscription of the Magazine publisher magazine Merchandise from the show; Television dinner with the biggest star
    • Thank you for yourattention!