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Competitions for Bloggers
The Benefits
The Challenges
The Risks
1
@mazur_w #mktfest
Hello!
Wojtek Mazur
I am a co-founder of Elephate Agency
We do #SEO, #CM, #LB for international clients....
@mazur_w #mktfest
How about a quick
competition? ;)
3
@mazur_w #mktfest
The Benefits (Our Goals)
4
@mazur_w #mktfest
The Benefits (our Goals)
● Access to new audiences
● Targeted traffic
● Blog coverage
● Guest content
● ...
“
@mazur_w #mktfest
Most of those goals can be reached
thanks to...
6
“
@mazur_w #mktfest
...relationships with bloggers.
7
“
@mazur_w #mktfest
Why not organize a competition for
bloggers to connect with them?
8
“
@mazur_w #mktfest
It is a win - win!
9
@mazur_w #mktfest
The Benefits for Bloggers
● The prize itself
● Great PR opportunity
● Promotion of platform & personal b...
@mazur_w #mktfest
The Case Study
11
@mazur_w #mktfest
The Client
Muscle & Strength
One of the biggest US online sports supplement stores
12
@mazur_w #mktfest
The Competition
13
Fitness Blog Awards
● Partnered with the sponsor,
Dymatize Nutrition
● Voting competi...
@mazur_w #mktfest
The Results
14
@mazur_w #mktfest
The Results
● 78 nominated blogs
● 6 categories:
○ bodybuilding
○ food & nutrition
○ fat loss
15
○ motiv...
@mazur_w #mktfest
The Results
In 2 weeks duration of the competition we achieved:
● 32 433 page views of contest’s landing...
@mazur_w #mktfest
The Challenges
17
@mazur_w #mktfest
The Challenges
● Selecting the right nominees
Solution: Detailed research & outreach ~ 120 hours
● Parti...
@mazur_w #mktfest
The Risks
19
@mazur_w #mktfest
The Risks
● Discrediting the legitimacy
● Loss of trust
● Complaints & bad PR
Mitigated by:
● Clear rule...
@mazur_w #mktfest
The Risks
● Frauds & cheaters
Mitigated by:
● Solid competition software - shortstack.com
● Terms & cond...
@mazur_w #mktfest
The Risks
● Low interest / popularity
Mitigated by:
● Lots of promotion...
22
@mazur_w #mktfest
What else have we learnt?
23
@mazur_w #mktfest
What else have we learnt?
● Choose a landing page wisely
(subpage vs. social profile)
● Not every blogge...
Thanks!
Any questions?
Find me at:
@mazur_w
wojtek@elephate.co
25
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Wojtek Mazur - Competitions for Bloggers: The Benefits, The Challenges, The Risks

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Wojtek Mazur - Competitions for Bloggers: The Benefits, The Challenges, The Risks

  1. 1. Competitions for Bloggers The Benefits The Challenges The Risks 1
  2. 2. @mazur_w #mktfest Hello! Wojtek Mazur I am a co-founder of Elephate Agency We do #SEO, #CM, #LB for international clients. 2
  3. 3. @mazur_w #mktfest How about a quick competition? ;) 3
  4. 4. @mazur_w #mktfest The Benefits (Our Goals) 4
  5. 5. @mazur_w #mktfest The Benefits (our Goals) ● Access to new audiences ● Targeted traffic ● Blog coverage ● Guest content ● Incoming links 5 ● Social exposure ● Increase of brand awareness ● Newsletter subscribers ● Publicity & PR
  6. 6. “ @mazur_w #mktfest Most of those goals can be reached thanks to... 6
  7. 7. “ @mazur_w #mktfest ...relationships with bloggers. 7
  8. 8. “ @mazur_w #mktfest Why not organize a competition for bloggers to connect with them? 8
  9. 9. “ @mazur_w #mktfest It is a win - win! 9
  10. 10. @mazur_w #mktfest The Benefits for Bloggers ● The prize itself ● Great PR opportunity ● Promotion of platform & personal brand ● Targeted traffic ● Social exposure 10
  11. 11. @mazur_w #mktfest The Case Study 11
  12. 12. @mazur_w #mktfest The Client Muscle & Strength One of the biggest US online sports supplement stores 12
  13. 13. @mazur_w #mktfest The Competition 13 Fitness Blog Awards ● Partnered with the sponsor, Dymatize Nutrition ● Voting competition ● Users could vote once p. day
  14. 14. @mazur_w #mktfest The Results 14
  15. 15. @mazur_w #mktfest The Results ● 78 nominated blogs ● 6 categories: ○ bodybuilding ○ food & nutrition ○ fat loss 15 ○ motivational ○ for women ○ health Dividing a competition to categories is like organizing multiple competitions at once.
  16. 16. @mazur_w #mktfest The Results In 2 weeks duration of the competition we achieved: ● 32 433 page views of contest’s landing page ● 18 000 votes ● 683 new newsletter subscribers ● Over 250 links from around 20 unique domains 16
  17. 17. @mazur_w #mktfest The Challenges 17
  18. 18. @mazur_w #mktfest The Challenges ● Selecting the right nominees Solution: Detailed research & outreach ~ 120 hours ● Participants motivation & engagement Solutions: ○ Attractive prizes (both for bloggers and voters) ○ Initiating activity 18
  19. 19. @mazur_w #mktfest The Risks 19
  20. 20. @mazur_w #mktfest The Risks ● Discrediting the legitimacy ● Loss of trust ● Complaints & bad PR Mitigated by: ● Clear rules & transparency ● The vote totals were visible 20
  21. 21. @mazur_w #mktfest The Risks ● Frauds & cheaters Mitigated by: ● Solid competition software - shortstack.com ● Terms & conditions 21
  22. 22. @mazur_w #mktfest The Risks ● Low interest / popularity Mitigated by: ● Lots of promotion... 22
  23. 23. @mazur_w #mktfest What else have we learnt? 23
  24. 24. @mazur_w #mktfest What else have we learnt? ● Choose a landing page wisely (subpage vs. social profile) ● Not every blogger is willing to cooperate To get 78 participants we had to reach out to ~ 120 ● Keep developing the relationships 24
  25. 25. Thanks! Any questions? Find me at: @mazur_w wojtek@elephate.co 25

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