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Competitions for Bloggers - Case Study. Marketing Festival 2015 #mktfest

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Here are the slides from my presentation at Marketing Festival 2015

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Competitions for Bloggers - Case Study. Marketing Festival 2015 #mktfest

  1. 1. Competitions for Bloggers The Benefits The Challenges The Risks 1
  2. 2. @mazur_w #mktfest Hello! Wojtek Mazur I am a co-founder of Elephate Agency We do #SEO, #CM, #LB for international clients. 2
  3. 3. @mazur_w #mktfest The Benefits (Our Goals) 3
  4. 4. @mazur_w #mktfest The Benefits (our Goals) ● Access to new audiences ● Targeted traffic ● Blog coverage ● Guest content ● Incoming links 4 ● Social exposure ● Increase of brand awareness ● Newsletter subscribers ● Publicity & PR
  5. 5. “ @mazur_w #mktfest Most of those goals can be reached thanks to... 5
  6. 6. “ @mazur_w #mktfest ...relationships with bloggers. 6
  7. 7. “ @mazur_w #mktfest Why not organize a competition for bloggers to connect with them? 7
  8. 8. “ @mazur_w #mktfest It is a win - win! 8
  9. 9. @mazur_w #mktfest The Benefits for Bloggers ● The prize itself ● Great PR opportunity ● Promotion of platform & personal brand ● Targeted traffic ● Social exposure 9
  10. 10. @mazur_w #mktfest The Case Study 10
  11. 11. @mazur_w #mktfest The Client Muscle & Strength One of the biggest US online sports supplement stores 11
  12. 12. @mazur_w #mktfest The Competition 12 Fitness Blog Awards ● Partnered with the sponsor, Dymatize Nutrition ● Voting competition ● Users could vote once p. day
  13. 13. @mazur_w #mktfest The Results 13
  14. 14. @mazur_w #mktfest The Results ● 78 nominated blogs ● 6 categories: ○ bodybuilding ○ food & nutrition ○ fat loss 14 ○ motivational ○ for women ○ health Dividing a competition to categories is like organizing multiple competitions at once.
  15. 15. @mazur_w #mktfest The Results In 2 weeks duration of the competition we achieved: ● 32 433 page views of contest’s landing page ● 18 000 votes ● 683 new newsletter subscribers ● Over 250 links from around 20 unique domains 15
  16. 16. @mazur_w #mktfest The Challenges 16
  17. 17. @mazur_w #mktfest The Challenges ● Selecting the right nominees Solution: Detailed research & outreach ~ 120 hours ● Participants motivation & engagement Solutions: ○ Attractive prizes (both for bloggers and voters) ○ Initiating activity 17
  18. 18. @mazur_w #mktfest The Risks 18
  19. 19. @mazur_w #mktfest The Risks ● Discrediting the legitimacy ● Loss of trust ● Complaints & bad PR Mitigated by: ● Clear rules & transparency ● The vote totals were visible 19
  20. 20. @mazur_w #mktfest The Risks ● Frauds & cheaters Mitigated by: ● Solid competition software - shortstack.com ● Terms & conditions 20
  21. 21. @mazur_w #mktfest The Risks ● Low interest / popularity Mitigated by: ● Lots of promotion... 21
  22. 22. @mazur_w #mktfest What else have we learnt? 22
  23. 23. @mazur_w #mktfest What else have we learnt? ● Choose a landing page wisely (subpage vs. social profile) ● Not every blogger is willing to cooperate To get 78 participants we had to reach out to ~ 120 ● Keep developing the relationships 23
  24. 24. Thanks! Any questions? Find me at: @mazur_w wojtek@elephate.co 24

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