Contests and Twitter: The Good, The Bad, and The Ugly

•

14 likes•1,655 views

A brief presentation about contests on Twitter. There are hundreds of promotions happening in the Twitterverse, but what works and what doesn't? This is a quick review of some examples of the good, the bad, and ugly Twitter contests. Presented at a Cool Twitter Conference by Adam Schoenfeld, CEO at Cheddr Media. Cheddr Media offers a tools to create, run, and manage Twitter contests.

Technology Business

Contests on Twitter…
The Good, The Bad, and The Ugly

Adam Schoenfeld
CEO, Cheddr Media
Mail: adam@cheddrmedia.com
My Tweets: @schoeny
Company Tweets: @cheddrmedia

CONTESTS + TWITTER = NATURAL FIT

Why?
• People Love Free Stuff
• Easy to Play/Participate
• Viral Distribution unlike
traditional contests

2

THE GOOD: SQUARESPACE
Hot Prize, Easy to Play

3

THE GOOD: MOONFRUIT
Encourages & Rewards Creativity

4

THE GOOD: CHRIS PIRILLO
Interactive, Engaging, Drives Traffic

My tweet here…

5

BENEFITS IF YOU’RE GOOD…
Followers & Buzz on Twitter… (Viral) Site Traffic…
Contest Traffic Sources
-Sample From Cheddr Media User-
100%

Post-Contest: 11% Other
90%

30K+ followers 5%
80%
Facebook
10%
70% Internal

60% 26% Twitter
50%
Direct
40%

30%
Pre-Contest:
~800 followers 20%
48%
Likely from
10% Twitter Clients
6
0%

THE BAD: TOO MANY STEPS
3 Steps… I give up!

3 Steps to Enter 7

THE BAD: I’M CONFUSED
Where do I click? What do I do?

8

THE BAD: SPAMMY...
Retweet Often? ALL CAPS? Do I want to share this?

9

THE UGLY: SQUARESPACE REVISITED
Misleading Users = Bad Idea

10

THE UGLY: VIRAL BACKLASH
Shocking is good, but crossing the line can get Ugly

11

THE UGLY: VIRAL BACKLASH (CONT’)

#EAFail

12

TAKE AWAYS
• Set Clear Goals + Metrics – What is the ideal outcome?
– Followers? Site traffic? Sales?

• Targeting – Who is it for?
– Engage existing community/customers OR reach new customers (or both)?
– Targeting influences theme, structure, and promotion

• Clarity – What does the user have to do?
– Keep it simple
– Ideally this directly influences goals

• Funny, Cute, Shocking (or Big Prize)
– But not over the line…

13

THANK YOU!

Contact Info:

Mail: adam@cheddrmedia
My Twitter: @schoeny
Company: @cheddrmedia
Website: cheddrmedia.com
14

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Contests and Twitter: The Good, The Bad, and The Ugly

1. Contests on Twitter… The Good, The Bad, and The Ugly Adam Schoenfeld CEO, Cheddr Media Mail: adam@cheddrmedia.com My Tweets: @schoeny Company Tweets: @cheddrmedia

2. CONTESTS + TWITTER = NATURAL FIT Why? • People Love Free Stuff • Easy to Play/Participate • Viral Distribution unlike traditional contests 2

3. THE GOOD: SQUARESPACE Hot Prize, Easy to Play 3

4. THE GOOD: MOONFRUIT Encourages & Rewards Creativity 4

5. THE GOOD: CHRIS PIRILLO Interactive, Engaging, Drives Traffic My tweet here… 5

6. BENEFITS IF YOU’RE GOOD… Followers & Buzz on Twitter… (Viral) Site Traffic… Contest Traffic Sources -Sample From Cheddr Media User- 100% Post-Contest: 11% Other 90% 30K+ followers 5% 80% Facebook 10% 70% Internal 60% 26% Twitter 50% Direct 40% 30% Pre-Contest: ~800 followers 20% 48% Likely from 10% Twitter Clients 6 0%

7. THE BAD: TOO MANY STEPS 3 Steps… I give up! 3 Steps to Enter 7

8. THE BAD: I’M CONFUSED Where do I click? What do I do? 8

9. THE BAD: SPAMMY... Retweet Often? ALL CAPS? Do I want to share this? 9

10. THE UGLY: SQUARESPACE REVISITED Misleading Users = Bad Idea 10

11. THE UGLY: VIRAL BACKLASH Shocking is good, but crossing the line can get Ugly 11

12. THE UGLY: VIRAL BACKLASH (CONT’) #EAFail 12

13. TAKE AWAYS • Set Clear Goals + Metrics – What is the ideal outcome? – Followers? Site traffic? Sales? • Targeting – Who is it for? – Engage existing community/customers OR reach new customers (or both)? – Targeting influences theme, structure, and promotion • Clarity – What does the user have to do? – Keep it simple – Ideally this directly influences goals • Funny, Cute, Shocking (or Big Prize) – But not over the line… 13

14. THANK YOU! Contact Info: Mail: adam@cheddrmedia My Twitter: @schoeny Company: @cheddrmedia Website: cheddrmedia.com 14

Editor's Notes

Compared to the traditional methods… twitter offers some hot benefitsThat’s why there are so damn many. Brands of all sizes, bloggers, etc.
What is Squarespace30 iPhone 3GSs. Right when the iPhone was being released. Hot item in the press. Well timedFollow @squarespaceJust include the #squarespace. OPEN ENDEDTrending TopicFollowers: 800 to 30K+
What is moonfruit10 macbooks Pros in 10 days. Just after release of the new macbooks… hot item in the pressFollow, then tweet with the hashRT or Be Creative. Follow required~400 followers before, 40K+ afterTrending TopicKEY: Incentives for creativity… “Michael Jackson was killed by eating too much #Moonfruit”
Chris does frequent contests for smaller prizes. Typically 400-500 entries. When there is voting they get several thousand votes.He does it using Cheddr – DISCLOSURE.Bring in the tweets. Makes it more interesting. Reason to visit the site again. More engaging when voting.SUPER easy to enter right from the siteMechanism to drive traffic back – links added to tweets submitted from siteThis one was for a Throwboy pillow. Just a fun little prize. #throwboyWhy is THIS good….People talking about the sponsor….People tweeting the handle + backlinkBenefit of Cheddr is the on site engagement and driving traffic back
1.) IN twitter2.) driving traffic. … look at the sources. See how much came from twitter and viral channels
Really? 3 things?
WHERE DO I CLICK
Remember this is people publishing… they care about what goes into their stream. Don’t want to look spammy. So be sensitive to that
Don’t lie
Harass a Booth Babe to winUgly = getting negative buzz
The Viral Distribution can go the other way… #EAfail…. Your BRAND + FAILUpside down on the benefits of Twitter contests
When people ask us for advice on Twitter contests… these are the main points…

Contests and Twitter: The Good, The Bad, and The Ugly

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