The document discusses best practices for running successful contests on Facebook, including tips to avoid common mistakes. It provides examples of contests that drove significant increases in likes, comments, shares and website traffic. Key recommendations include clearly defining objectives, promoting the contest widely, making it easy for users to enter, and offering a valuable prize to attract the right target audience. Metrics like new fans, entries, votes, comments and unique users are identified as important to measure.

1. Planning a contest on Facebook?
Fatal Mistakes & Hidden Success
Dennis YU
CEO Blitzmetrics
dennis@blitzmetrics.com
Mike La Rotonda
CEO Votigo
mike@votigo.com
Duncan Alney
President Firebelly Marketing
mike@votigo.com
Amy Millard
Wildfire
amy@wildfireapp.com

2. The tough questions
• What are the top 3 common mistakes in running a contest
on Facebook?
• While contests certainly drive traffic, what happens AFTER
the contest and how do you get the "right" customers vs
folks who just want to get a discount or just want to win the
ipad?
• What metric is most important to measure at each stage of
your contest— especially regarding ROI?
• How do you predict how much traffic you'll get, conversion
rates, signups, etc?
• What about all these brands that requires users to like a
page (fan-gating) or provide extended permissions— when is
the hit to conversion rate worth the extra data?
• What are specific examples you can share of success?

3. Social Media
Marketing & Promotions
Contests, Sweeps, Polls, Coupons, Facebook Pages & Apps
Mike La Rotonda, Co-founder & CEO
mike@votigo.com 415.378.5735

4. Company Overview
Votigo is the leading social media marketing and technology
company helping businesses to better engage with their customers
through the use of user-generated photo & video contests,
interactive sweepstakes, and online promotions on Facebook,
Twitter, Mobile, and stand-alone sites.

5. Company Overview
Votigo creates viral and engaging social media promotions
that drive measurable results for our clients.
5
BRANDS WE WORK WITH …

6. 6
Contest & Sweepstakes
Benefits
1. Increase Likes
2. Virally spread your marketing message
3. Build community around your brand
4. Gain access to great content
5. Grow your customer base

7. 7
Contest & Sweepstakes
Tips for Success
1. Clearly define your objectives
2. Decide what platforms to run on
3. Promote it
4. Make it social
5. Choose the right partner

8. 8
Contest & Sweepstakes
Common Mistakes
1. Too complicated to enter
2. Poorly promoted
3. No “Like” gate
4. Doesn’t follow Facebook’s Promotion Guidelines

9. Contest & Sweepstakes
Facebook Promotion Guidelines
1. Promotions can be administered on Page Timelines or within apps
9
2. Users can post on the Page and comment on posts
3. Likes can be used as a voting system
4. Entries can be collected though messages
5. Don’t use Facebook’s name
http://www.facebook.com/promotions_guidelines.php

10. CASE STUDY
Stonyfield YoBaby Yogurt Photo & Video Contest
10
Objectives
•Engage consumers
•Generate awareness
•Increase fans
Solution
•User voting
•Photo submission
•Share + Invite Friends
Results
• 50,707 new fans
• 7,237 entries
• 27,608 votes
• 7,034 comments
• 105,831 UUs

13. Contests & Community Growth
Range: +45% to
+1773%
Average: +626%

14. 4 Quick Tips
for Facebook Contests
facebook.com/firebellysocial

15. Why contests?

16. Source: Exact Target

17. #1
Use a 3rd party app

19. #2
Promote your promotion

21. #3
Make it east to enter

23. #4
Big Prize
(or many prizes relevant to your brand)

26. How do you stand out in a crowd?
YOU

27. Case study: Shoes of Prey

28. AutoPosting to Facebook Fans
Results:
• 450,000 views of the video (making it the 5th most
viewed video when it debuted – worldwide!)
• 90,000 comments (making it the most commented
on video for that day – worldwide!)
• 700,000 page views on their website.
• 100,000 shoes designed and saved in new
accounts
• 1000+ new facebook fans
*Results In One Week
Increase in Revenue?

29. Case study: Blog Contest
• Run over 7 Days
• Prizes were tickets to Brandy
Mychals event
• 10% of fans participated
• 60% attended event
• 80% purchased continuing
education
• Increased ticket sales 4x!
• Increased profits from event 8x!

30. Big Numbers
or
BIG RESULTS
Which Do YOUWant?

31. From the what not
to do file…
Learn from these examples so you
won’t get beat up!

32. The best kept secret
East to remember URL and Traffic
Generation is KEY!

33. Case study: Drake

34. Don’t get in trouble…
v
…Know the rules!

35. The Art of Amplification
• Borrow 3rd party creditability in niche to increase
exposure = increasing fans by 10x in one week.
• Trained fans to become tagging machines! “Tag
Tuesday” where fans engage one another and page.
• Narrow focus on only what is appropriate for niche.
• Don’t make the prize so generally appealing that non-ideal
fans will enter.

36. Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com

37. 100,000
Promotions
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
2008
2009
2010
2011
115 employees
Worldwide
London
NY
Winner of
fbFund x2
Winner of
fbFund

38. 100,000+
Campaigns
125 Countries, 10
Languages
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com

39. 92% of fans say that since
becoming a fan of a given brand
they are more likely to
recommend that brand to their
friends
92%
130
The average number of friends of
a Facebook user
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com

40. Average of
8.7
fan pages
50
Million people
become fans daily
CONSUMERSdo
ENGAGE
withBRANDS !
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com

41. Deals Contests
“
COMPANIES
RUN that
CONTESTS
have2x as many
FANS
as companies that don’t
Jupiter Research
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
”
Giveaways

42. Check out
How to run
blog.wildfireapp.com!
EFFECTIVE
? PROMOTIONS
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com

43. Traininv g Bundle
Learn how we do:
• Facebook advertising
• Social analytics
• Affinity analysis
• Measuring real world
ROI from online
marketing
Dennis YU
CEO Blitzmetrics
dennis@blitzmetrics.com
@dennisyu
www.facebook.com/BlitzMetrics
Wildfire Interactive · wildfireapp.com · (888) 274-0929 · info@wildfireapp.com
100% free!