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Maximize Facebook Marketing with Contests and Promotions on Pages
 

Maximize Facebook Marketing with Contests and Promotions on Pages

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TabSite slides from the Webinar Presentation, "Maximizing Facebook Marketing with Contests and Promotions". Covers Contests, Deals / Offers, Sweepstakes and Multi-Social Network promotions for ...

TabSite slides from the Webinar Presentation, "Maximizing Facebook Marketing with Contests and Promotions". Covers Contests, Deals / Offers, Sweepstakes and Multi-Social Network promotions for Facebook Pages. Includes tips on selecting the right type of promotion and best practices for maximizing exposure.

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  • Pros of using a sweepstakes:Low barrier to entry (simple form completion)Can work for a wide variety of industriesSweepstakes can gather key user information, such as email or location, important for future marketingCons:Because little is required for entry, there may be more entries that are outside of the target customer profileUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
  • Cons:Because little is required for entry, there may be more entries that are outside of the target customer profileUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
  • Cons:Because little is required for entry, there may be more entries that are outside of the target customer profileUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
  • Pros of using a deal:Low barrier to entry (simple task completion)Expands reach to additional social networks—This can help the Page reach a wider audience or another type of audience than currently reachedCan work for a wide variety of industriesPages get something of value in return, such as further exposure, a like or an email address
  • Cons:Again, low barrier to entry means those accessing may or may not be your target clientUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
  • Cons:Again, low barrier to entry means those accessing may or may not be your target clientUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
  • Pros of using a contest:More opportunity for engagement—Entrants are one segment of those participating, while those coming to view entries and vote are another participating group. Together, this can add more overall reach, exposure and interaction to the Page.Entrants are motivated to share with friends—Entrants want votes, so they extend the reach of the contest to their network of friends asking for their vote. This social sharing by entrants to their friends increases the overall reach of the contest. In addition, this friend-to-friend introduction of a Page by an entrant can be a positive referral mechanism. It can add trust and credibility to the Page and its products and services via the friend’s invitation to vote.
  • Access to user-generated content—If the promotional rules outline that the entries can be used by the company holding the contest, this can be an excellent method to gather user-generated content relevant to your brand that can be used in future social marketing.
  • Fan voting does not mean the best entry necessarily wins—An entrant may barely meet the requirements for submission but may be phenomenal at getting the word out and drumming up voters for their entry. This can have a negative impact on the overall promotion and may cause negative comments, exactly opposite of the type of engagement you hope for!
  • Tips:Be very clear about what the entrant needs to submit to meet your entry criteria.The prize value should be in line with the time commitment the entrant will invest in order to develop the entry. (A $30 gift certificate won’t cut it for being required to create a 30-second video trailer that involves actors and editing!)Keep the contest moving! Do not run a month-long contest. The attention span of a Facebook user is not geared toward keeping track of an entry and voting once a day for 30 days. A better span is 5-7 days, or perhaps 10 days if it’s a two-stage contest (initial and final rounds).Set voting to once per day. This encourages entrants to get voters to come back each day, a perfect situation for your Page!
  • Tips:Be very clear about what the entrant needs to submit to meet your entry criteria.The prize value should be in line with the time commitment the entrant will invest in order to develop the entry. (A $30 gift certificate won’t cut it for being required to create a 30-second video trailer that involves actors and editing!)Keep the contest moving! Do not run a month-long contest. The attention span of a Facebook user is not geared toward keeping track of an entry and voting once a day for 30 days. A better span is 5-7 days, or perhaps 10 days if it’s a two-stage contest (initial and final rounds).Set voting to once per day. This encourages entrants to get voters to come back each day, a perfect situation for your Page!
  • Tips:Know your target audience—Is your target audience using Pinterest or Instagram already? If so, a multi-network social promotion could work well.Ensure the process is seamless—To ensure the highest completion rates, make sure the promotion is doing the work for the user and providing the best possible experience. Apps integrating OAuth for login or other integrated means to access the second service within the process (no ”open in new browser window” issues) are critical. Users must come, understand and be able to complete in short order.Be active on the second social network! Make sure your company has a solid presence on the second social network. It is of less value if you want users to tweet or pin if your brand isn’t also there to follow!
  • Pros of using a multi-network social promo:Extend the brand to more social locations—This type of promotion can work well for a company whose audience is active on more than one social network or for a company seeking to continue gaining Facebook traction along with expanding and enlarging visibility on Pinterest, for example.Image-driven—Images are powerful in social media and a multi-network social promo using images can capture the attention of viewers and invite engagement such as sharing and comments, all of which can serve to boost visibility and drive referral traffic.Suitable for a wide variety of businesses—A multi-network social promotion can work for apparel firms to credit unions, venues to radio stations and more.
  • Cons:Narrower audience—To be relevant, your audience must be users of both Facebook and the other social platform. This can decrease the number of users who participate.Not as easy to complete—The pinning, tweeting or posting could require a login to the second social network, which can increase the dropout rate.Limitations of the social network—In the case of a Facebook and Instagram multi-network promotion, the fact that Instagram does not allow desktop users to load photos can cause higher abandon rates. Users on a PC would have to switch to their mobile device to load the image to Instagram. Anything not easy can decrease follow-through.

Maximize Facebook Marketing with Contests and Promotions on Pages Maximize Facebook Marketing with Contests and Promotions on Pages Presentation Transcript

  • Webinar: July 27, 2011 Webinar “Maximizing Facebook Marketing with Promotions and Contests” Mike Gingerich TabSite Co-founderFacebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Video Replay Availablewww.TabSite.com/webinarssee January 17, 2013 video
  • Webinar: July 27, 2011 Webinar WebinarAgenda:• 4 Main Types of Promotions for Pages• How to Select Best Promo Type for Use• Strategies for Page Promo Engagement• Best Practices / Mobile Users• Question & Answer / Winner of TabSite
  • Webinar: July 27, 2011 Webinar WebinarWhy Promotions for Pages?• 79% of Facebook fans are more likely topurchase from a brand they have Liked• Promotions and Game tools draw people into a page. It’s a reason to come.• Promotions lend themselves to Like’s,Comments, and Shares. ENGAGEMENT+• Promotions are social. Promotions are fun.Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar Webinar The 4 Primary Types of Facebook Promotions 1. Sweepstakes 2. Deals and Offers 3. Contests 4. Multi-Social Network PromosTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarSweepstakes•Chance-Based•Random winner•Simple Entry Process•Great Lead Capture• Can work for manyIndustriesTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarSweepstakesTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarSweepstakes• Share first• Then enterFriend ShareDeal RevealTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarDeal / Offer•Like to Access•Share to Access•Simple Process•Can be Lead Capture• Can work for manyIndustriesTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarDeal / Offer•Share to Access• Simple Process• Everyone WinsTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarDeal / OfferTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarContests•Photo, Video•Essay, Tagline• More Engagement• Better QualifyingOf Entrants• Fan or Judge VoteTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarContests•Entrants Share• Voters Share• = More Action• Better QualifyingOf EntrantsTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarContests• 2 Stage option(Round 1 & Finals)• Admin only option• Get Fan ContentTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarVideo Contests• More involved forEntrants• Make prize worthThe effort• May need longerrunway to enter• Set voting to 1x / dayTo get returnees!Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar Webinar Multi-Social Network Promos •Means: Facebook + Another Social Network such as • Can increase community / traffic of both • A way to build presence on 2nd Network • Powerful synergy can take place!Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar Webinar Multi-Social Network PromosTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar Webinar Multi-Social Network PromosTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarInstagramContest onFacebookFB.com/BNcollegeTwitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar Webinar How to Select the Right Promo•What is your Goal? •Capture Email address info? •Get fan image content with your product? •Build following on other social network? DETERMINE YOUR GOALS FOR THE PROMOTION
  • Webinar: July 27, 2011 Webinar Webinar How to Select the Right Promo•What does your product/service lend itselfto for a promotion to make sense?• Is your audience capable of video?• Is your audience using Pinterest?• How Big / Small is your Reward? IDENTIFY TARGET AUDIENCE!
  • Webinar: July 27, 2011 Webinar WebinarKeys: Sweepstakes, Coupons, & Deals•Offer lowest barrier to entry•Quick way to gain fans•Easy way to build Email list•Each user interacts with it typically oncefor a deal, perhaps multiple times ifsweepstakes allows 1 entry per dayOffer to Everyone or Offer to 1 Winner?
  • Webinar: July 27, 2011 Webinar Webinar Keys for Contests: •Photo contest requires modest work •Video / Essay Contests require most work for Entrant to prepare •Best interaction because entrants interact and they solicit voters to voteYour Content, User Content? Goal?
  • Webinar: July 27, 2011 Webinar WebinarKeys for Contests:• Allow voting 1x per day to keep themcoming back to vote!• Time length must not be too long / short•Setup so that repeat visits occur!
  • Webinar: July 27, 2011 Webinar WebinarKeys for Multi-Social:•Make crossing-over seamless•The other network must be used by acritical mass of your fans already•Largely image based. Not for videos oressays for sure.•Are your fans on that Network?
  • Webinar: July 27, 2011 Webinar WebinarBest Practices ForPROMOTING
  • Webinar: July 27, 2011 Webinar WebinarMajority of Timespenton Facebookis spent in theNews Feed.Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
  • Webinar: July 27, 2011 Webinar WebinarAdd Tab App 111 x 74 image On Timeline
  • Webinar: July 27, 2011 Webinar WebinarBest PracticeIMAGE POSTWITHDESCRIPTIONANDSMART URL INBODY OF POST
  • Webinar: July 27, 2011 Webinar WebinarBest Practice Pin or Highlight Post
  • Webinar: July 27, 2011 Webinar Webinar Smart URL that is Mobile Friendlyhttps://www.facebook.com/SchwarzkopfProfessionalUSA/app_317355118338012
  • Webinar: July 27, 2011 Webinar WebinarSmart URL that is Mobile Friendly Promotional Tools area
  • Webinar: July 27, 2011 Webinar WebinarSchedule Posts for Prime Times Use Facebook’s Page Scheduler or Tools within TabSite
  • Webinar: July 27, 2011 Webinar WebinarSchedule Posts for Prime Times Promotional Tools area Use Facebook’s Page Scheduler or Tools within TabSite
  • Webinar: July 27, 2011 Webinar WebinarBest PracticesLINK TO SPECIFIC TAB FROM YOUR SITENot simply your Facebook Page URL!
  • Webinar: July 27, 2011 Webinar WebinarBEST PRACTICES:• Announce Upcoming Promo• Announce Launch of Promo• Repeat Launch Announcement• Daily Reminder Posts• Update on Status Post• Nearing End Posts• Announce Winners Posts
  • Webinar: July 27, 2011 Webinar WebinarWhen to Post is Critical to Success Brands posting outside of business hours had 20% higher engagement rates Source: Buddy Media: Strategies for Effective Facebook Wall Posts
  • Webinar: July 27, 2011 Webinar WebinarWhen to Post is Critical to Success Links posted from 1pm to 4pm result in the highest clicks Peak time of the week is….. Wednesday at 3pm Source Bitly, May 2012
  • Webinar: July 27, 2011 Webinar WebinarUse the App Social Sharing features!To PromoteOn FacebookTwitterG+Pinterest
  • Webinar: July 27, 2011 Thanks forjoining me today!www.Facebook.com/TabSite www.TabSite.com @Mike_Gingerich
  • Webinar: July 27, 2011 Video Replay Availablewww.TabSite.com/webinarssee January 17, 2013 video