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Crowdsourcing with Social Contests

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I was honored to speak at the 2015 Search Marketing Workshop, hosted by the Center for Digital Engagement at Eastern Michigan University. My presentation was part of a panel on Effective Social Campaigns, where I spoke on crowdsourcing multimedia assets for ongoing content generation using social media contests.

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Crowdsourcing with Social Contests

  1. 1. SEARCH MARKETING WORKSHOP Crowdsourcing with Social Contests November 13, 2015
  2. 2. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 2 TAYLOR HULYK @taylorhulyk @regroupinc
  3. 3. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 3
  4. 4. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 4 branding & positioning search engine marketing newspaper blogs television word of mouth research & strategy events radio websites social media communities merchandising search engine optimization standards experimental email marketing outdoor collateral local search guerrilla video online banners 
 & retargeting direct mail pos and on-package naming & identity mobile marketing
  5. 5. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 5 SOCIAL CONTESTS
  6. 6. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 6 “America’s Favorite Neighborhood Pet Store”
  7. 7. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 7 THE PROBLEM
  8. 8. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 8 ?
  9. 9. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 THE SOLUTION 9
  10. 10. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 BE OUR NEIGHBOR 10
  11. 11. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 PET SHAMING 11
  12. 12. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 CAT CRAZY! 12
  13. 13. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 13 THE RESULTS With these three initiatives alone, we collected over 11,000 neighbor photos to support ongoing social content creation efforts. Also led to: • Acquisition of almost 9,000 opt-in email addresses • Social community growth • Brand awareness • A focus on “neighborhood,” the brand position • Emphasis on the emotional connection between neighbor and pet—making them the foundation of the brand
  14. 14. Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 14 BUT BEWARE! We have learned several lessons along the way… • Choose the right social app vendor. • Make sure you have a developer that has the flexibility to overwrite template code to make it work for your business. • Negotiate technical troubleshooting with vendor prior to contest launch. • Make sure creative is clear and engaging. • Run rules past legal counsel. • Keep record of both the technological and operational challenges of each contest.
  15. 15. • is not? • What would you like to do differently? • How can we help? Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 15 LET’S TALK ASK ME ANYTHING, I’LL BE GLAD TO ANSWER.
  16. 16. Find us on the web Presenting from today Thank You! Search Marketing Workshop | ©2015 re:group, inc. | 11.13.2015 TAYLOR HULYK Phone: 734.327.6622
 Email: taylor.hulyk@regroup.us Twitter: @taylorhulyk

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