Three considerations 1) Correct SM platform 2) Correct form of contest 3) Correct prize
1) Correct SM platform • Before launching a SM contest campaign, the company must know where its audience is. • Not only Facebook and Twitter! ▫ Artists: deviantART ▫ Photographers: Flickr ▫ Music fans: Last.fm
3) Correct prize • Bigger is not always better • Cash = not suitable if looking for targeted customers • Generic prizes appeal to a wide range of people • Carefully selected prizes do better job in attracting interested audience
3) Correct prize (cont.) • The prize doesn’t have to be physical. It can be a public honor or status for the winner. • Selected prize needs to do 2 things: ▫ Encourage people in the niche to enter the contest. ▫ Discourage people who aren’t in the niche from entering.
Examples Tickets to the next show; band Musician merchandise Meal for 2; coffee for life; Restaurant / Café cooking lesson from the chef Tickets to the next game; signed Sports merchandise Tickets to the red carpet premiere; movie passes; movie Movies merchandise Top selling product; a copy of Website / Ecommerce your e-book; gift card Free subscription of the Magazine publisher magazine Merchandise from the show; Television dinner with the biggest star