Promotions (contests and sweepstakes) have become a proven way to acquire and engage fans on Facebook. The challenge for many large enterprises is how to easily create, launch, manage and administer these campaigns across hundreds of Facebook pages. Starwood Hotels and Resorts Worldwide has over 1,000 separate Facebook pages representing their hotels and resorts in 10 different languages around the world. This presentation will delve into the multinational hotel company's Facebook goals and strategies and the pain points they experienced and overcame along the way.
Presenter
Justin Holmerud, Global Social Media Manager, Starwood Hotels & Resorts
7. 7
Key Limitations: Promotion Types
CONTEST/SWEEPS TYPE PROMOTION GOALS
Enter to Win New fan acquisition
Trivia/Quiz Audience engagement
Photo Contest/Sweeps Generating UGC
Survey / Poll Customer intelligence
There are a variety of reasons to run a promotion, some of those match up
with different promotion types.
11. The Solution
Analytics & Reporting
• Engagement
• Demographics
• Viral impact
• Web metrics
• Mobile vs. desktop
• Custom question breakdown
12. Sheraton Maui 50th Anniversary
Objectives
• Support the 50th Anniversary
• Build loyalty with the hotel
• Reward loyal guests, find new fans
Results
• 725 Entries
• 425 New Fans
• Significant sharing & discussion
13. Sheraton Toast Around the World
Objectives
• Support global Sheraton initiative
• Aggregate UGC from around the globe
• Build awareness of brand programming
Results
• 366 Entries
• 1,153 New Fans
• Significant sharing & discussion
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Promotion Statistics & Best Practices
Recommended Timing
30-45 days for sweepstakes
60-90 days for contests
Promotion Types
60% Sweepstakes
40% Contests
Average Fan Growth (big and small brands)
2,378 new fans (in like/follow gated promotions)
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Promotion Checklist
What is the objective of this?
Is there an event or reason to have a promotion?
Do I have someone who can answer fan questions?
Do you have a marketing strategy to promote it?
Do you have a post-promotion marketing strategy?
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Key Learnings
Don’t make the barrier of entry too difficult
If you don’t hit expectations, tweak the strategy and try
again
Ensure you have a marketing plan in place prior to
launch
Sweeps vs. contests generate very different feedback
Editor's Notes
Hotels worldwideOver 1,000
Tie the next few slides back to the Starwood objectives.Access to all Starwood social pages. Admins can see what’s happening across the companyMultiple promo types that work for Starwood. This is actual a subset of Votigo’s capabilities based on our needs.
Easy to use with only 4 steps to a live campaign Multiple language optionRules template and limited prizes. Workflow and permissions that offers oversight and limits admin access to Facebook pages.
Rich and easy to use analytics The platform measures engagement and reports on demographics, mobile vs desktop access, responses to trivia questions, traffic and more.