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How Strategic Promotions Can Positively Impact Your Brand


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How Strategic Promotions Can Positively Impact Your Brand

  1. 1. How Strategic Promotions Can Positively Impact Your Brand Presented by Dave Kerpen, CEO, @LikeableMedia Maya Grinberg, Social Media Manager, @Wildfireapp September 25th, 2012 #likeable
  2. 2. Today’s Presenters #Likeable Dave Kerpen @davekerpen Maya Grinberg @papamaya
  3. 3. Have a Question? • Tweet questions to @LikeableMedia or use the hashtag #likeable • Ask questions on our Facebook page at • Use the chat bar in GoToWebinar to ask questions Questions #Likeable
  4. 4. What’s Inside • Meet Likeable • The evolution of promotions • Why are promotions important? • Sweepstakes vs. Contests • How to show ROI • Tips for success • Case studies • Grand Prize, Q&A What’s Inside #Likeable
  5. 5. #Likeable #Likeable
  6. 6. #Likeable
  7. 7. #Likeable
  8. 8. #Likeable
  9. 9. The Evolution of Promotions
  10. 10. From this… The Evolution To this… #Likeable
  11. 11. Why Are Promotions Important?
  12. 12. Drive traffic online and offline Why are promotions important? #Likeable *Client
  13. 13. Increase brand awareness Why are promotions important? #Likeable
  14. 14. Surprise and delight customers Why are promotions important? #Likeable *Client
  15. 15. Engage users and grow fan base Why are promotions important? #Likeable
  16. 16. Gain consumer data and insight • Build your email database Why are promotions important? #Likeable
  17. 17. Generate leads and sales Why are promotions important? #Likeable *Client
  18. 18. Sweepstakes vs. Contests
  19. 19. Sweepstakes: The chance based promotion Contests: Skill based promotion Sweepstakes vs. Contests #Likeable
  20. 20. Sweepstakes #Likeable *Client
  21. 21. Contests *Client
  22. 22. Other Promotion Types Coupons Quizzes Trivia Group Deals Polls #Likeable
  23. 23. How To Show ROI of a Promotion
  24. 24. How To Show ROI of a Promotion Develop a clearly defined goal • Establish KPIs to determine ROI #Likeable
  25. 25. How To Show ROI of a Promotion Put the right system in place #Likeable
  26. 26. How To Show ROI of a Promotion Track progress and measure results #Likeable
  27. 27. How To Show ROI of a Promotion Adjust strategy based on key learnings #Likeable
  28. 28. Tips For Success
  29. 29. Tips For Success Pick the right prize for your community #Likeable *Client
  30. 30. Tips For Success Plan Ahead • One of the biggest reasons promotions fail is due to lack of planning #Likeable
  31. 31. Keep It Simple • Execution is more important than the concept • A concise message, clear call to action and good user experience is key • Make it easy to share Tips For Success #Likeable
  32. 32. Leverage Partners • Sponsors can increase the prize value • Technology partners can make it easy to create and manage the promotion Tips For Success #Likeable
  33. 33. Promote Your Promotion Tips For Success #Likeable
  34. 34. Follow Facebook’s Promotion Guidelines Tips For Success #Likeable
  35. 35. Use a third party application Tips For Success #Likeable
  36. 36. Landing Page Layout: 6 Best Practices For High Participation & Lowered Bounce Rates
  37. 37. Don’t make users scroll Tips For Success  If a user has to scroll in order to understand what to do next, you’ll lose him.  While screen sizes are different, displaying content in top 300 pixel space is the general rule.  Responsive design for mobile is important. #Likeable
  38. 38. Tell users how easy it is Tips For Success  Treat your instruction as a headline.  How do you want the user to engage? What will he get if he does? #Likeable
  39. 39. Show examples of what you expect Tips For Success Asking for something specific? Show users an example of what you expect, so they can mimic it. #Likeable
  40. 40. Simplify the instruction Tips For Success  If your engagement application needs user interaction, make your instructions simple and explicit.  Asking users to write something, and looking for quantity? Stick to “closed” statements, leave little room for interpretation. #Likeable
  41. 41. Ask questions that are aspirational Tips For Success  Struggling to think up some “closed” topics to encourage an engaging conversation and interactions?  Consider aspirational topics, such as “ideal” adventures, “dream” vacations, and other things people aspire to. #Likeable
  42. 42. Do the 10 second test Tips For Success  Make sure you’ve done your landing page right by giving it a 10-second once over.  Do you understand its purpose? What are you, as a user, supposed to do on it?  How clearly is your intended engagement activity coming across? #Likeable
  43. 43. Likeable Promotions: Case Studies
  44. 44. #Likeable
  45. 45. Get Results Today! • Likeable drives ROI for organizations through Wildfire promotions. • For more information email Gaby Piazza at • How can you measure the success of social media? Request our Free ROI Ebook today: #Likeable
  46. 46. Thank You! Questions/Grand Prize/Feedback Dave Kerpen, CEO, @LikeableMedia @DaveKerpen @LikeableMedia

Editor's Notes

  • Wildfire, a division of Google, is a social media marketing software provider.
    Wildfire has over 21,000 paying customers worldwide, including 30 of the world's 50 most valuable brands.
    Wildfire's Social Marketing Suite combines best-of-breed social promotion and advertising software, robust mobile and desktop page management, messaging and sophisticated real-time analytics in one complete platform.
    Now that Wildfire is a Google company, the combination of Wildfire’s technology with Google’s advertising solutions will help provide a more holistic way for brands to manage and optimize their marketing efforts and spend across all digital channels, including search, display, video, mobile, and social.
  • Promotions used to require cutting out, filling out, mailing in and lots of patience.
    Now with social media, you can enter promotions with a few clicks, see who of your friends entered the same promotion and find out if you won a whole lot quicker.
  • Build buzz around your brand both online and offline.
    Offer fan-only promotions by giving fans a code that they can use online or in-store.
  • Make your promotion shareable so that your customers can easily showcase your promotion on their Facebook wall.
    Highlight new product launches with promotions.
    Make your promotions relevant to your brand.
    Example: Maybelline's Mascara is called "Mega Plush" and their sweeps is called "Win The Plush Life" aka a trip to NYC.
  • If you can a figure out ways to do little things for your customers and your online communities, to surprise and delight them, to provide unexpected value, or to add a smile to an individual consumer’s face, you will always stand out, be remembered, and win the community’s business.
    It’s essential to stand out today, where word can spread lightning-fast.
  • Engage your customers by allowing them to post user-generated content to give the contest a more personalized effect.
    Encourage fans to share their submissions/your contest on their own pages so that their friends (existing fans or not) can find out about the contest.
  • Customers are more likely to give up their e-mail address/basic info if there's an added incentive, like a coupon offered.
    Obtain demographic information about your current customer audience.
  • This Things Remembered September Coupon is a gateway to generating leads because it allows customers to both claim the coupon and invite their friends in the same place.
  • People often use the words “sweepstakes” and “contest” interchangeably, but the words refer to two different things.
    Sweepstakes refers to a promotion in which prizes are awarded based on chance
    A contest awards prizes based on skill.
    Why is it important to know the difference between a sweepstakes and a contest? Both have different set of laws!
  • Here is an example of a current sweepstakes from Entenmann's.
    Customers just have to enter their basic information and an optional photo of their special soccer moment to enter.
  • This current contest from Ritani requires the submissions to be of a milestone moment in which a piece of Ritani jewelry is exchanged.
    The contest will be judged based on creativity and how well emotion is visually expressed.
  • Coupons: drive traffic to your site, encourage purchases, launch a new product or generate buzz
    Quizzes and Trivia: allow users to test their knowledge of trivia and share their scores with friends.
    Group deals: flash deals that engage users in special discount sales
    Polls: engage users on any topic
  • As is the case with nearly any marketing effort, social media contests must have a clearly defined goal in order to generate any value at all.
  • Grow: Sweepstakes, giveaways and sign up forms are ideal for brands looking to build a fan base and increase customer acquisition.
    Engage: Contests, quizzes, trivia, etc. harness the power of social media to understand user sentiment.
    Monetize: Group deals and coupons allow brands to tap into the purchasing power of their fans and turn them into paying customers. Track data and ROI through a special code!
  • Track your analytics to see if your promotion is generating real results for community growth, fan acquisition and brand awareness.
  • Great prizes can best be described as shiny. Think the latest tablet, vacations, or just good old-fashioned money. Make sure the prize relates to your community!
  • Plan for things when they don’t go according to plan.
  • Always remember that simplicity is key — entry to the promotion should be as simple as possible.
    Encourage viral sharing (i.e. Payless example to share on your wall). Keep it mind, it’s against Facebook policy to directly reward a user for sharing.
  • Utilize partner marketing by including sponsors and providing them with exposure in exchange for cross-promotion.
    Identify influencers (journalists, bloggers, etc.) whom you can reach out to and share news about your promotion.
    If there is a judging component to evaluate entries, you may want to invite influencers to be a part of the judging panel.
    Attaching their name to your contest adds credibility and gives them a good reason to talk about it!
  • Share key milestones and events (e.g., contest round ending, finalists being selected, just reached 100 or 10,000 entries).
    When posting about your promotion on Facebook, be sure to utilize the pinned post feature to keep the post visible at the top of the timeline.
    Utilize your Facebook cover photo (i.e. image of Burt’s Bees)
    Cross promote across all of your social channels—it’s OK to promote your Facebook contest on Twitter, Pinterest and Google+!
  • If you intend to pick a winner, you are running a promotion.
    Facebook doesn’t want to be connected to your promotion, so make that clear.
    Use a third party application to run the promotion.
    You can post about the promotion on the wall, but the way in which a participant enters, registers or votes cannot utilize Facebook features (such as liking the page, checking in or commenting.
    You cannot contact the winners directly through Facebook. Email and calling is acceptable.
    Your Official Rules should state how the winner(s) will be selected after they knowingly enter into the sweepstakes.
  • Discuss the Wildfire/Likeable partnership and introduce Maya Grinberg, Chief Evangelist & Social Media Manager of Wildfire!
  • It’s extremely important that you put the most critical elements (e.g. the ‘Enter Now’ button, the prize details, eye catching images, your brand name) above the fold. If you require users to use their scroll bar to access your promotion’s enter button or to find out the contest prize you’ll see a dramatic reduction in your entry rate. Remember, users are lazy – if they visit your campaign’s landing page and it it is not immediately obvious why your campaign is interesting to them and what they need to do to get started, they will bounce.
    Different consumers have their browsers set differently, therefore even if your main campaign elements display above the fold on your own computer, it doesn’t mean that this will be the case on all computers. As a general rule, however, if you ensure that your most important content is displayed in the the top 300 pixels of your promotion this should be optimized for the majority of viewers.
  • Sometimes, a simple statement about how easy it is to participate in your contest is all the push a user needs to feel confidence to proceed. As an example, use clear, called out text that says “It’s easy to enter! Simply upload a photo that depicts the way you enjoy your morning coffee.” Then provide an example of the type of photo you’re expecting in your contest, included as part of the design of your contest.
  • Unless your goal is to get little to no response rate, don’t ask entrants to write a 500 word statement about an issue or your brand. A better example of a “simple” essay request would be, “Let 2011 be the year you actually get it done! Share your resolution with for a chance to be one of four random winners”. A contest like this is successful because asking for a simple resolution is much more manageable for a user than being asked to write an essay about his or her diet and health philosophy. The less time and effort it takes to enter your contest, the more entries you’ll get.
  • Give this page the 10 second test: if you only had 10 seconds to look at this promotion page, would its message be clear? Would you know what the campaign is about and what you could win? Is the call to action clear? Are the images clear and attractive; does the design reel you in? These are the kind of questions you should ask yourself every time you create a landing page. You can see in the below screenshot that the answer to almost all these questions is no. There is a lot of text but the main headline does not explain the nature of the promotion or the prize details. The call-to-action is not isolated in a clear and clickable button and there are many different links to choose from instead of one clear entry path. There are no images to help draw you in and give you a sense of what the promotion is about. Unless you, the user, were to read every word of the dense detailing paragraph, chances are you would have only a vague idea what the promotion is about, which would certainly lead to lowered entry rates.