Define a Goal
• Increase likes/followers?
• Build engagement?
• Get more leads?
• Drive people to your website?
• Promote a new product/service?
Decide the content based on goals
• Creative Assignment
• Prize Value
• Time and Cost to run contest
• Manually or using an App?
• Cost of running it across multiple channels?
Pitney Bowes Case Study
• Pitney Bowes is using social media to transform itself
from a staid purveyor of postage machines to a
provider of small-business marketing solutions. The
company ran a campaign to further "the strategic
transformation of Pitney Bowes, remaking the
company to be a 21st century communications
company," Justin Amendola, Pitney Bowes' vice
president, SMB digital strategy, North America, told
CMO.com. To that end, Pitney Bowes has developed a
suite of digital products for small businesses. The
company promoted the products through the pbSmart
Small Business Communications Makeover, a national
contest designed to help small businesses improve
customer communications. The contest was publicized
on Facebook, Twitter, MySpace, and Google +1. The
five grand prize winners received a free year of access
to Pitney Bowes’ suite of tools combined with a day of
one-on-one coaching from its in-house experts and
outside small business experts.
• Success Metrics: "The contest is about bringing value
and facilitating an environment in which small
businesses could help each other by providing a
learning environment," Amendola said. Pitney Bowes
learned that not all small-business owners are
technologically savvy, so the company spent a good
deal of time on the telephone helping with video
uploads and other technical issues. Online videos are
time-consuming to make, and small-business owners
are strapped for time.
• Announce winner on website
• Give something great away
• Remember goals and measure results
• Use prize that targets your audience – not
random followers that won’t turn into leads
Top Third Party Applications
• SnapApp – integrates with Pardot, has more
• Wishpond – much cheaper – customizable but
still features wishpond branding as well
• Blinkd –
• Cost per mille (CPM): This bid type is best for getting
people to view your ad
• Cost per click (CPC): This bid type is best for getting
people to click your ad
• Optimized cost per mille (oCPM): This bid type is best
for showing your ad to the people who are most likely
to take action on your ad. For example, liking your Page
or clicking a link
• Cost per action (CPA): When available, this bid type is
best for getting people to take action on your ad. For
example, liking your Page or clicking a link
Setting Your Ad Set Budget
• If you want to run your ad set continuously,
choose a per day budget, but if you know how
long your ad set is, choose a lifetime budget. If
you choose a per day budget, we'll pace your
spending per day while a lifetime budget will
pace your spending over the lifetime of the ad