This document provides tips and best practices for social media promotions and sweepstakes. It discusses how promotions can increase engagement, data collection, and fan volume. Key recommendations include defining goals, using multiple social channels, clear rules, memorable prizes, compelling messaging around causes or entertainment, and keeping things simple. Examples like Doritos Crash the Super Bowl and the ALS Ice Bucket Challenge are given to illustrate successful promotional strategies.

1. Bored with Sweepstakes?
Get Inspired for Your Next Promotion
#smwsweeps
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2. 2
Nikki Halcomb
Social Promotion Expert
Premier Business Solutions
@PBS_SB
• Promotions Management
• Loyalty Programs
• Fulfillment

3. 3
Kelley Whalen
Account Supervisor – PR/Social Media
HY Connect
@hyconnect
@kelleyliz

4. For the next Hour…
A Primer on Promotions
Get Inspired
What’s Ahead
Q&A
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5. Promotions Deliver Results
60%
of US consumers have
purchased a brand
because of a promotion
IMI international
80%
of consumers have
entered a sweepstakes
eMarketer
82%
of consumers will
exchange personal info
for a chance to win
Jupiter Research

6. Know the Difference
Sweepstakes
• Random winner from
all entries.
• Good for volume.
• Low barrier to entry.
• A defined set of criteria
determines winner.
• Good for engagement.
• User generated content.
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Contest

7. Start by Defining What You
Want to Accomplish
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Fan Engagement
Fan Volume
Data Collection

8. Don’t Have Channel Bias
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Facebook Engage your community
Twitter Events
YouTube Videos, talent or how-to content
Vine Quick interactions
Instagram Is your target young?
Pinterest Is your target women or moms?

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Public Voting
Moderation of public facing
entries.
More engagement, less
control.
Requires a distinct entry
and voting period.

10. How Will People Learn About Your
Promotion?
 Integrated marketing
campaigns
 Incentives for sharing
 Partnerships
 Celebrity judges
 Support a Cause
 ???
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11. Your Fans
Want the
Fine Print
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Official Rules

12. When it Comes to Rules…
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• Balance the risks vs. the
rewards.
• FTC regulations – what do
they mean?
• Each social channel is
different with unique
guidelines.
• Give yourself enough time
to establish good rules.

13. The FTC
Wants
Promotions
Identified as
Such
#WanderingSole
#Contest
#Sweeps
#Giveaway
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14. Promotions Deliver Results
60%
of US consumers have
purchased a brand
because of a promotion
IMI international
80%
of consumers have
entered a sweepstakes
eMarketer
82%
of consumers will
exchange personal info
for a chance to win
Jupiter Research

15. Creating Memorable
Promotions
A M U S E
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16. Creating Memorable Promotions
#1 - Award
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17. What Do Your Fans Really Want?
#1 reason people connect
with brands on social is for
incentives.
Product, Discounts, Experiences,
Behind-the-Scenes access,
Recognition, ???
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18. Crate & Barrel Ultimate Wedding
Bigger prizes allow you to ask more from entrants.
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19. Doritos Crash the Super Bowl
• Largest online video
contest, run at least one
fan made video during the
Super Bowl.
• Thousands of submissions
each year. Much more in
earned media.
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20. Indiana University
Health Go Wild for
Same-Day
Appointments
• Tickets to local zoo.
• In newsfeed, simply
like to enter.
• Bitly to rules.
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21. Creating Memorable Promotions
#1 – Award
#2 - Messaging
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22. What would you rather win?
An all-expense
paid trip.
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The best job in
the world.

23. Queensland Best Job in the World
• 6 month stint in
Australia
• 150K “salary”
• In first week - 4
million web hits,
2,000+ :60 video
entries
• International press
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24. Queensland Best Job in the World
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25. Patagonia Environmental Pledge
• Campaign broke on Black Friday.
• Broke down environmental impact of its most
popular jacket, then asked people to take a pledge
to reduce consumption.
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26. Reflect
brand voice.
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27. Creating Memorable Promotions
#1 – Award
#2 – Messaging
#3 - Unselfish
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28. #1 reason people use social
media is to stay in touch with
friends, not brands.
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29. Brand-Centric Backfires
#MyNYPD
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30. Forbes: When Hashtags Become Bashtags
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31. Dove Real
Beauty Should
Be Shared
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32. Build in a Cause
87% of consumers would switch from
one brand to another based on the other
brand supporting a good cause.
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Corporate
Benefits
Charitable
Benefits
Consumer
Benefits

33. Cause Marketing Meets Promotion
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People are
motivated by
good causes.
ALS Ice Bucket Challenge

34. Wahl Dirty Dog Contest
• After a 1-month entry
period, Wahl chose 25
finalists.
• Then fans decided
winner by voting once
daily during 2-week
voting period.
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35. Creating Memorable Promotions
#1 – Award
#2 – Messaging
#3 – Unselfish
#4 - Simple
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36. The average adult
attention span is
2-8 seconds.
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37. Apply the BS Test
Would your friends enter?
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38. Chipotle Wrap What You Love
Simple brand tie-in keeps you part of the promotion.
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39. #WahlGroomedContest
• User generated content
contest.
• Upload a photo with
hashtag to Facebook,
Twitter or Instagram.
• 1 winner will selected
each week to receive a
Wahl trimmer.
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40. #WahlGroomedContest
• Long-term contest, extends
a mobile tour.
• Offerpop helps us manage
entries.
• Challenges with Facebook
hashtags.
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41. Creating Memorable Promotions
#1 – Award
#2 – Messaging
#3 – Unselfish
#4 – Simple
#5 - Entertain
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42. Talk Value
• People turn to social media
for entertainment and to kill
time.
• If your promotion
resonates, gives people a
good experience, they’ll be
more likely to pass along to
friends.
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43. DELSEY Travel Wish
• Create a board of
the places you want
to travel.
• Win $350 airfare and
luggage.
• Tapped travel
bloggers to judge
boards.
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44. Explore Brand and Consumer Truths
If you can shape a promotion around
something you know fans are already
doing, or enjoy joking about, it will be
more likely to go viral.
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45. JetBlue Election Protection
“I swear I’m leaving the
country if x wins.”
• 50+ million in PR
impressions.
• 100,000+ entries
• Limited budget.
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46. Do Us a Flavor
“Why isn’t _____ a chip flavor?”
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• 3.8 million
submissions, 1 million
votes.
• 8% sales increase.

47. What’s Ahead
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48. Do make
promotions part
of strategic,
annual planning.
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49. Budget to boost
your promotion.
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50. Budget for great creative.
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51. Tap into real-world
events.
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52. Surprise and
delight your
super fans.
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53. 53
Favorite Vendors

54. Questions or Comments?
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#SMWsweeps