Running a social media contest

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Running a social media contest

  1. 1. Facebook Competitions Facebook Advertising
  2. 2. Running a Social Media Contest
  3. 3. Define a Goal • Increase likes/followers? • Build engagement? • Get more leads? • Drive people to your website? • Promote a new product/service?
  4. 4. Decide the content based on goals • Form • Photo • Video • Story • Creative Assignment
  5. 5. Budget • Prize Value • Time and Cost to run contest • Manually or using an App? • Cost of running it across multiple channels?
  6. 6. 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.
  7. 7. Tips • 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
  8. 8. Top Third Party Applications • http://brandswithfansblog.fandommarketing.c om/top-ten-apps-for-social-media-contests/ • SnapApp – integrates with Pardot, has more features • Wishpond – much cheaper – customizable but still features wishpond branding as well • Blinkd –
  9. 9. • Trade Show Ticket Giveaway
  10. 10. Facebook Ads • 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
  11. 11. 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 set.

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