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Contests on Social: How to create a winning online contest!

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This presentation was given at #BlogHer13 on July 26th. It covers the ins and outs of creating on online contest and what you need to know from tools and technology to marketing and promotion.

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Contests on Social: How to create a winning online contest!

  1. 1. Contests on Social: How to Run a Winning Online Contest
  2. 2. #BH13Contests INTERNET SSID: BlogHer | No Password Required Contests on Social SANDRA FATHI President, Affect @sandrafathi sfathi@affect.com Slideshare.net/sfathi INSTRUCTOR Special Thanks to Ben Pickering and Strutta
  3. 3. #BH13Contests INTERNET SSID: BlogHer | No Password Required 1. Why run a promotion 2. Common types of promotions 3. Basics of promotional law 4. Planning your promotion 5. Tips for a successful promotion 6. Awesome case studies AGENDA
  4. 4. #BH13Contests INTERNET SSID: BlogHer | No Password Required WHY RUN A PROMOTION?
  5. 5. #BH13Contests INTERNET SSID: BlogHer | No Password Required GOING BACK EVEN FURTHER Napoleon Bonaparte Nicolas Appert
  6. 6. #BH13Contests INTERNET SSID: BlogHer | No Password Required 1. Generate leads and sales 2. Drive traffic online <-> offline 3. Increase brand equity 4. Engage and delight customers 5. Grow fan base, generate opt-ins and subscribers 6. Gain user data and insight 7. Collect consumer generated content BENEFITS OF RUNNING A PROMOTION
  7. 7. #BH13Contests INTERNET SSID: BlogHer | No Password Required SWEEPSTAKES CONTEST Chance based promotion Skill based promotion VS
  8. 8. #BH13Contests INTERNET SSID: BlogHer | No Password Required SWEEPSTAKES
  9. 9. #BH13Contests INTERNET SSID: BlogHer | No Password Required OTHER SOCIAL SWEEPSTAKES Enter, Tweet or Comment to Win • Follow @ • RT or #CONTEST • Blog comment Winner selected at random
  10. 10. #BH13Contests INTERNET SSID: BlogHer | No Password Required WINNING! •Good Design •Clear Call to Action •Simple Entry Form
  11. 11. #BH13Contests INTERNET SSID: BlogHer | No Password Required UGC PROMOTIONS Skill Based •Public voting / Closed judging •What are the entry requirements •Collect only information you need •What is the criteria for winning •Keep it simple!
  12. 12. #BH13Contests INTERNET SSID: BlogHer | No Password Required REWARDING PARTICIPANTS •Coupons •Free Samples •Other Incentives •Encourage and Have Fun
  13. 13. #BH13Contests INTERNET SSID: BlogHer | No Password Required BASICS OF PROMOTION LAW Promotion containing all 3 deemed an illegal lottery 1. Prize • Anything of tangible value 2. Chance • Any random selection of winner, absence of skill 3. Consideration • Purchase or Payment • Substantial effort • Possible with UGC contests but more theoretical than practical risk • Liking a Page, sending a tweet not “substantial effort” Must eliminate 1 of 3
  14. 14. #BH13Contests INTERNET SSID: BlogHer | No Password Required FACEBOOK PROMOTIONS GUIDELINES Don’t • Administer a promotion directly on your Page or use Facebook features as an entry or voting mechanism • Automatically enter someone for Liking, posting a photo or comment • Use a Like button for voting • Use Facebook channels to notify winners
  15. 15. #BH13Contests INTERNET SSID: BlogHer | No Password Required FACEBOOK PROMOTIONS GUIDELINES Do • Use a 3rd party application • You can require a user to Like your page or check-‐in to a location provided the promotion is administered through an app • Be sure your promotion includes the following: a. A complete release of Facebook by each entrant or participant. b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. c. Disclosure that the participant is providing information to (disclose recipient(s) of information) and not to Facebook.
  16. 16. #BH13Contests INTERNET SSID: BlogHer | No Password Required UNIQUE ISSUES FOR TWITTER The Twitter disclosure challenge • 140 character limit makes disclosure of any material terms, rules or privacy policy challenging Risk Mitigation • Reference official rules/URL • Tweet abbreviated rules in several messages • Consider use of tiny URL or cmp.ly
  17. 17. #BH13Contests INTERNET SSID: BlogHer | No Password Required KEY PLANNING QUESTIONS Do you have time and resources to plan and execute? Beware the “Field of Dreams fallacy” (i.e., if I build it they will come) Do you have clear and realistic goals? Enable it to “go viral” but don’t count on it Do you know what your audience wants? Have a premise and prize targeted to your audience Do you understand applicable rules and regulations? What platforms are you using and how do you want to administer
  18. 18. #BH13Contests INTERNET SSID: BlogHer | No Password Required ALIGNING WITH BUSINESS OBJECTIVES 1. Crystallize goals & objectives before launching a promotion 2. Design promotion to achieve these goals 3. Tailor program to focus on and attract your target audience a. Consider safeguards in rules and regulations b. Raise the barrier for entry 4. Identify Key Performance Indicators (KPIs) 5. Build in milestones and triggers for measurement 6. Calculate investment vs. return
  19. 19. #BH13Contests INTERNET SSID: BlogHer | No Password Required CHOOSING YOUR PROMOTION TYPE
  20. 20. #BH13Contests INTERNET SSID: BlogHer | No Password Required TIPS FOR RUNNING YOUR PROMOTION Plan Ahead One of the biggest reasons promotions fail is due to lack of planning. Plan for when things don’t go according to plan! Don’t Over-Complicate Favor execution over concept -‐ i.e., a concise message, clear call to action, and good UI will outperform “clever but complex.” Leverage Partners Marketing partners/sponsors can expand the reach of your promotion and provide additional marketing channels. They can also help increase the prize value, making it more attractive to entrants. Technology partners with platforms and social media tools can make it easy to create and manage a promotion.
  21. 21. #BH13Contests INTERNET SSID: BlogHer | No Password Required TIPS TO BUILD BUZZ 1. Make it easy to share 2. Post regularly on Facebook (use “Pinned Post”) 3. Leverage other social networks (Twitter, G+) 4. Promote on your website 5. Email existing customers 6. Enlist sponsors to cross promote 7. Identify influential blogs (or other media) 8. Use UGC entries for content marketing 9. And in case you missed it... Make it easy to share
  22. 22. #BH13Contests INTERNET SSID: BlogHer | No Password Required PROMOTING YOUR PROMOTION 1.Build and budget for effective marketing plan (pre and post) • Public Relations • Marketing • Social Media • On-‐site/In-‐store • POS 2.Leverage existing and new company assets to achieve KPIs 3. Stack the deck –-‐ seed entries 4.Plan for contingencies • Additional marketing budget • List purchase/email marketing solicitation • Public take-‐over • Crisis communications
  23. 23. #BH13Contests INTERNET SSID: BlogHer | No Password Required TECHNOLOGY PARTNER OR PLATFORM 1. Custom vs. Standard Build 2. Expertise vs. Experiment 3. Social Media Tie-‐ins 4. Budgetary Constraints 5. Time-‐to-‐Market 6. Internal Resources
  24. 24. #BH13Contests INTERNET SSID: BlogHer | No Password Required NEW YORK INTERN PROJECT
  25. 25. #BH13Contests INTERNET SSID: BlogHer | No Password Required GOALS & OBJECTIVES 1. Generate Awareness for the Agency • Drive public relations • Increase social media engagement 2. Proof of Concept: Run a Successful Contest • Gain valuable experience and insights • Train our internal team 3. Find an Intern • Summer Internship Slate • Potential Full-‐time Employee
  26. 26. #BH13Contests INTERNET SSID: BlogHer | No Password Required GOALS & OBJECTIVES 1. Student, 18 or over 2. Legal US Resident 3. Upload Photo or Video 4. Fill Out Questionnaire 5. Solicit Votes & Comments Top 6 Advance to Semi-‐Finals Top 3 Flown to NY for Interviews & Challenges Judges Pick Winner
  27. 27. #BH13Contests INTERNET SSID: BlogHer | No Password Required FLIGHT PLAN
  28. 28. #BH13Contests INTERNET SSID: BlogHer | No Password Required MARKETING PLAN 1. Prompting Action 3. Setting Triggers 5. Analyzing Results 2. Setting Milestones 4. Tracking & Measuring
  29. 29. #BH13Contests INTERNET SSID: BlogHer | No Password Required CELEBRITY JUDGES 1. Lend Credibility 2. Built in Promotional Mechanisms 3. Objective Judging GUY KAWASAKI, FOUNDER OF GARAGE TECHNOLOGY VENTURES ERICA SWALLOW, ASSOCIATE EDITOR AT MASHABLE JESSICA DICKLER, STAFF WRITER AT CNN MONEY
  30. 30. #BH13Contests INTERNET SSID: BlogHer | No Password Required BRAND REPUTATION MANAGEMENT = MODERATION 1. User Generated Content • Copyright Issues • Language • Comments • Inappropriate Content 2. Public Voting & Fraud 3. Media Monitoring 4. Social Media Monitoring 5. Communicating Results
  31. 31. #BH13Contests INTERNET SSID: BlogHer | No Password Required MEDIA, SPEAKING & AWARDS RESULTS
  32. 32. #BH13Contests INTERNET SSID: BlogHer | No Password Required RESULTS & ROI
  33. 33. #BH13Contests INTERNET SSID: BlogHer | No Password Required
  34. 34. #BH13Contests INTERNET SSID: BlogHer | No Password Required
  35. 35. #BH13Contests INTERNET SSID: BlogHer | No Password Required
  36. 36. #BH13Contests INTERNET SSID: BlogHer | No Password Required RECAP 1. Why run a promotion: Engagement, Data, Leads ->Sales 2. Common types of promotions: Contest vs. Sweeps 3. Promotional law and FB guidelines: Know the rules 4. Planning your promotion: Set clear and realistic goals 5. Tips for a successful promotion: Keep it simple, Partner up 6. Case studies: How can a promotion work for you?
  37. 37. #BH13Contests INTERNET SSID: BlogHer | No Password Required THANK YOU! Any Questions? Sandra Fathi | President | web: affect.com email: sfathi@affect.com blog: techaffect.com twitter: @ affect.com

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