Making your Competitions Fun - Iain Haywood - Brighton SEO 2015 Presentation

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Iain Haywood from The Competition Agency breaks down why (and how) brands can rely less on incentivisation and its associated pitfalls by concentrating on fun or enjoyment first.

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Making your Competitions Fun - Iain Haywood - Brighton SEO 2015 Presentation

  1. 1. Brighton SEO 2015 - @iainhaywood1 Making your Competitions Fun Iain Haywood, The Competition Agency Iain.Haywood@competitionagency.com / @iainhaywood
  2. 2. Brighton SEO 2015 - @iainhaywood2 At the heart of “fun” is Comic Sans MS Comic Sans MS is at the core of everything fun. This is the most important thing you’ll learn today.
  3. 3. Brighton SEO 2015 - @iainhaywood3 User acquisition Retention/ activity Opt-in Email/ address/ phone SEO Links/signals/ coverage Revenue Basket upsell/sale of data Social Sharing/ footprint PR Traditional/ viral 06 01 02 0304 05 What can you run a competition or giveaway for, anyway? Amongst other things…
  4. 4. Brighton SEO 2015 - @iainhaywood4 Fun Time Cost Yield Your campaign priorities What’s the payoff? Quantity of links, opt-ins etc Can you still go home at 6pm? What are you going to have to spend? Is the thing you’re making any good?
  5. 5. Brighton SEO 2015 - @iainhaywood5 A campaign plan is typically knocked out in less than 60 minutes Though in many cases you can treat this as seconds 20What you’ll give away 30What you want out 10How you’ll do it
  6. 6. Brighton SEO 2015 - @iainhaywood6 Qualitative input Time Cost Quantitative output Your campaign priorities Something for nothing?
  7. 7. Brighton SEO 2015 - @iainhaywood7 3 Golden Rules
  8. 8. Brighton SEO 2015 - @iainhaywood8 1: There is more than one type of entrant • One is interested in winning your competition. They may also be interested in your brand or vertical secondarily. • The other is interested in your brand and vertical primarily, and unless you’ve made a major hash of things, they’re very likely to be interested in your competition also. Broadly speaking, there are two
  9. 9. Brighton SEO 2015 - @iainhaywood9 2: Your competition is unlikely to be a panacea • With the effort 90% of people put in, it won’t be a silver bullet. It won’t save your tanking sales. • Don’t get dazzled by vanity metrics, remember from where and why those numbers have materialised. It could be, but it’s unlikely
  10. 10. Brighton SEO 2015 - @iainhaywood10 Don’t be this guy.
  11. 11. Brighton SEO 2015 - @iainhaywood11 3: Incentivisation fundamentally changes the nature of intent • You are, in one way or another, changing why someone wants to do something. For the worse
  12. 12. Brighton SEO 2015 - @iainhaywood12 Process
  13. 13. Brighton SEO 2015 - @iainhaywood13 Difference between a competition and a giveaway? Or a contest and a sweepstake for our American cousins Competition Skill based Entry Judged Giveaway Non-skill based entry Random draw
  14. 14. Brighton SEO 2015 - @iainhaywood14 This is not scientific, this is not scientific, this is not scientific (but look at the animated bars!) League of Legends F2p bingo KenoSpin to win Technical entry Landing page RT and Follow/ Like and Share 100% 75% 50% 0% 25% Fun/ enjoyment/ quality/ merit 0% 25% 50% 100% 75% Reliance on Incentive
  15. 15. Brighton SEO 2015 - @iainhaywood15 RT and Follow Like and Share
  16. 16. Brighton SEO 2015 - @iainhaywood16 Don’t do them • Zero effort, zero effect • No terms and conditions typically • Usually unfairly drawn • Minimal residual value
  17. 17. Brighton SEO 2015 - @iainhaywood17 They haven’t even made contact Your brand (surface) A like or Retweet Why does the entrant even need to see or care who you are Ooh! A prize! Entrant is incentivized to perform the required action
  18. 18. Brighton SEO 2015 - @iainhaywood18 Tips (if you have to do them) • Shorturl Terms and Conditions • Use inline images effectively • Use a technical draw like Tweetdraw • Moderate your expectations
  19. 19. Brighton SEO 2015 - @iainhaywood19 Landing page
  20. 20. Brighton SEO 2015 - @iainhaywood20 Landing pages • A landing surface • Can host competition creative, entry mechanism • Visible Terms
  21. 21. Brighton SEO 2015 - @iainhaywood21 At least you’re capturing now Your brand’s landing page
  22. 22. Brighton SEO 2015 - @iainhaywood22 Tips • Host on a landing page as close to your root as possible (for links) • Think about barrier to entry/entry mechanism (your filter) • Is the entry method aligned with your objective? Multiple methods/objectives? • Actually promote something • What is your competition creative? Try video (avoid being ctrl + f’d) • Include full terms and conditions • Avoid narrative entry
  23. 23. Brighton SEO 2015 - @iainhaywood23 Eurgh To enter our competition, do the following: Simply email ipadcomp@windscreenwashers.com Follow us on twitter @windscreenwashers Fan us on FB Leave a comment below Share every day Good luck LOL :)
  24. 24. Brighton SEO 2015 - @iainhaywood24 Technical Entry
  25. 25. Brighton SEO 2015 - @iainhaywood25 Why technical • Properly recorded entries, entrants more confident in entering • Properly recorded and incentivised sharing, entrants more confident in sharing • Options to prioritise entry mechanics, offer more entry obligations • Possibility of self sustainability or a viral coefficient >1 • Runs on rails/automated
  26. 26. Brighton SEO 2015 - @iainhaywood26 You can get this in a dang box if you want to • Promotional SaaS available • Examples include: –Gleam –Rafflecopter –Antavo
  27. 27. Brighton SEO 2015 - @iainhaywood27 You can get this in a dang box if you want to • Promotional SaaS available • Examples include: –Gleam –Rafflecopter –Antavo
  28. 28. Brighton SEO 2015 - @iainhaywood28 Build
  29. 29. Brighton SEO 2015 - @iainhaywood29 Instant win
  30. 30. Brighton SEO 2015 - @iainhaywood30 Instant win
  31. 31. Brighton SEO 2015 - @iainhaywood31 Wait. That’s what they’re giving away?
  32. 32. Brighton SEO 2015 - @iainhaywood32
  33. 33. Brighton SEO 2015 - @iainhaywood33
  34. 34. Brighton SEO 2015 - @iainhaywood34 This is not scientific, this is not scientific, this is not scientific (but look at the animated bars!) We’ve broken prize orbit now. League of Legends F2p bingo KenoSpin to win Technical entry Landing page RT and Follow/ Like and Share 100% 75% 50% 0% 25% Fun/ enjoyment/ quality/ merit 0% 25% 50% 100% 75% Reliance on Incentive
  35. 35. Brighton SEO 2015 - @iainhaywood35 Games
  36. 36. Brighton SEO 2015 - @iainhaywood36 F2p bingo – it’s not a leap • No incentivisation • F2p with in app purchases – users are paying to gamble for fun • Extremely prevalent and profitable – check App Annie for f2p bingo/casino/table games • Same f2p features prevalent as most f2p games: » Repeated user obligations » Social obligations » Repeated actions with a random result » Visually exciting, it feels rewarding » Progressive thresholds and levels
  37. 37. Brighton SEO 2015 - @iainhaywood37 Introduce peers, and… • League of Legends has 67 million MAU / 27 million DAU (as of Jan ‘14) • Most popular PC title/online game in most countries • Most popular and lucrative eSport • PvP
  38. 38. Brighton SEO 2015 - @iainhaywood38 That’s a bit of a leap, no?
  39. 39. Brighton SEO 2015 - @iainhaywood39 Social obligation Friend grants extra lives, team play Incentivised share/friend referral Extra plays for new players Repeated action – random result Mystery chest, random drops of in game items Instant Win No skill involved, just make sure you enter Daily Entry Requirements Enter every day and improve your chances of winning Recurring in- game obligation Mining, farming, “Grinding”, leveling up 90% of DNA between today’s games and promotions are shared
  40. 40. Brighton SEO 2015 - @iainhaywood40 Why
  41. 41. Brighton SEO 2015 - @iainhaywood41 This is permanent infrastructure That you can reuse and repurpose Real Company “Stuff” – Wil Reynolds • The entries, yield, traffic, new links and signals all end when your 4 week campaign does. If it’s transient, that’s it. • You can measure CPAs against a sunk cost over years vs weeks • If it’s good, those entries, shares, links and press snippets grow themselves, “while you sleep”
  42. 42. Brighton SEO 2015 - @iainhaywood42 You’ll give less stuff away It’s a pain in the ass to post, anyway You’ll gain Passionate users and advocates (goodwill) Better understanding of your users Pull You’ll reduce Spend on prizes over time Logistical and compliance effort Time and effort renewing campaigns Push
  43. 43. Brighton SEO 2015 - @iainhaywood43 You actually know what the hell your users are doing Registered Active Last played Shares Playtime total Most used Bigjohn420 14/05/14 Y 09/04/15 3 23,03 Sword Merknuggitz 11/08/14 N 12/08/14 0 1,01 Fists LOL_gimp 12/08/14 Y 09/04/15 9 9,00 Mace Lil_Kimchi 14/08/14 Y 09/04/15 1 30,02 Wand N00benator 21/09/14 Y 09/04/15 2 66,42 Blunderbuss Jono Alderson 01/01/15 Y 09/04/15 15 252,07 Kitten Ears So you can continually improve every aspect of your build
  44. 44. Brighton SEO 2015 - @iainhaywood44 Retention, retention, retention
  45. 45. Brighton SEO 2015 - @iainhaywood45 It needn’t cost the earth • Game engines –Construct 2 –Stencyl –Game Maker Studio –Unity • All have resource/asset repositories • Free/low-cost • Cross-platform publishing • Buy off the shelf scripts and repurpose • Want peers but don’t want multiplayer? Just get a highscore board! • Achievements, leaderboards, social integration, can plug it in –Clay.io
  46. 46. Brighton SEO 2015 - @iainhaywood46 Iain.Haywood@competitionagency.com @iainhaywood Contact me! Happy to clarify anything Please remember Comic Sans

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