Cellcom is a local cell phone provider in Wisconsin and the Upper Peninsula that started a Facebook page in 2009 to promote customer appreciation events. Through a series of promotions from 2009 to 2011, they learned that offering prizes with mass appeal, balancing the effort required to enter with the value of the prize, promoting contests outside Facebook, and allowing adequate time for entries increased fan engagement and growth. Maintaining a large Facebook following provides benefits like a broader communications channel for promotions and improved customer service.

1. Cellcom Facebook Promotions A lesson of trial and error

2. Overview Cellcom is a locally-owned cell phone provider that helps the people of northeast and central Wisconsin and the Upper Peninsula communicate in their backyards or around the country.

3. Facebook History Fan page was started in June 2009 Started to promote summer customer appreciation events Limited strategy during the first six months Done four promotions and learned from each

4. Fan Trends

5. Promotions October 2009 – Pink BlackBerry Flip Sweepstakes Entries: 167 Fan increase: 190 fans (6/day) Problems: appealed to limited market Cross-promoted our overall pink campaign to Facebook audience April 2010 – HOW R U GRN Video Contest Entries: 3 Fan increase: 206 (7/day) Problems: prize wasn’t high enough for the perceived effort Cross-promoted our green campaign; group voting forced the participants to promote their entries

6. Promotions February 2011 – Get in the Game Sweepstakes Entries: 366 Fan increase: 71 (14/day) Problems: Limited promotion; short contest Prize had mass appeal; timing was perfect (football) August 2011 – Back to School Sweepstakes Entries: 1081 Fan increase: 1150 (44/day) Mass appeal; full integration and outside cross-promotion

7. What we learned… If you are looking to attract a wide audience, make sure your prize appeals to your masses Prize/effort ratio is important Promotion outside of Facebook is key to fan growth Adequate time for entry increases viral potential Allowing multiple entry opportunities is beneficial

8. More fans translates to… A larger communication channel for promotions, updates, new devices, news and service issues Better customer service More website leads