Case study

1. Competitions for Bloggers
The Benefits
The Challenges
The Risks
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2. @mazur_w #mktfest
Hello!
Wojtek Mazur
I am a co-founder of Elephate Agency
We do #SEO, #CM, #LB for international clients.
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3. @mazur_w #mktfest
How about a quick
competition? ;)
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4. @mazur_w #mktfest
The Benefits (Our Goals)
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5. @mazur_w #mktfest
The Benefits (our Goals)
● Access to new audiences
● Targeted traffic
● Blog coverage
● Guest content
● Incoming links
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● Social exposure
● Increase of brand
awareness
● Newsletter subscribers
● Publicity & PR

6. “
@mazur_w #mktfest
Most of those goals can be reached
thanks to...
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7. “
@mazur_w #mktfest
...relationships with bloggers.
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8. “
@mazur_w #mktfest
Why not organize a competition for
bloggers to connect with them?
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9. “
@mazur_w #mktfest
It is a win - win!
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10. @mazur_w #mktfest
The Benefits for Bloggers
● The prize itself
● Great PR opportunity
● Promotion of platform & personal brand
● Targeted traffic
● Social exposure
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11. @mazur_w #mktfest
The Case Study
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12. @mazur_w #mktfest
The Client
Muscle & Strength
One of the biggest US online sports supplement stores
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13. @mazur_w #mktfest
The Competition
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Fitness Blog Awards
● Partnered with the sponsor,
Dymatize Nutrition
● Voting competition
● Users could vote once p. day

14. @mazur_w #mktfest
The Results
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15. @mazur_w #mktfest
The Results
● 78 nominated blogs
● 6 categories:
○ bodybuilding
○ food & nutrition
○ fat loss
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○ motivational
○ for women
○ health
Dividing a competition to categories is like organizing multiple competitions at once.

16. @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
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17. @mazur_w #mktfest
The Challenges
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18. @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
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19. @mazur_w #mktfest
The Risks
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20. @mazur_w #mktfest
The Risks
● Discrediting the legitimacy
● Loss of trust
● Complaints & bad PR
Mitigated by:
● Clear rules & transparency
● The vote totals were visible
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21. @mazur_w #mktfest
The Risks
● Frauds & cheaters
Mitigated by:
● Solid competition software - shortstack.com
● Terms & conditions
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22. @mazur_w #mktfest
The Risks
● Low interest / popularity
Mitigated by:
● Lots of promotion...
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23. @mazur_w #mktfest
What else have we learnt?
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24. @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
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25. Thanks!
Any questions?
Find me at:
@mazur_w
wojtek@elephate.co
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