Increasing Facebook Contest ROI


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An article published in the September issue of the Harvard Business Review observed that when a user shares a brand's content to their social network it directly impacts the bottom line. The challenge for companies is how to increase their output from social media with content that is highly shareable, and how to quantify results.

This presentation discusses how companies use online contests as a way to capture new leads, encourage word-of-mouth marketing, and to increase Facebook likes.

We demonstrate how to measure ROI from running a contest, including how to calculate monetary value and why measuring these results are important to optimizing your future contests.

Also discussed are common mistakes made, including:

contests on the web are typically simple entry forms with winners chosen by random drawing
companies choose to run their contest either on their website OR Facebook tab
Find out why these limit contest results and the best practices to amplify outcomes.

Finally, the presentation concludes with several case studies that demonstrate how running a contest has benefitted different brands.

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Increasing Facebook Contest ROI

  1. 1. VOICES HEARD MEDIAThe Leader in User Engagement Applications Increasing Contest ROI
  2. 2. • Why Run a Contest?• Projecting a Contest‟s ROI• Common Mistakes• Best Practices• Case Studies
  3. 3. Traditionally companies run contests on theirwebsite or Facebook page and are looking toachieve one or more of the following goals:• Capture Leads• Increase Word of Mouth Marketing• Increase Facebook Likes
  4. 4. Research Likelihood of PurchaseA recent article came out in the SeptemberHarvard Business Review. The article is titled“Better Customer Insights – in Real Time”. Direct MailThe article analyzed what increased a customers TV Adrelative likelihood of purchase.The results may surprise you! Word of MouthConclusionsBased on this research, the assumption can be Seeing Product Friends Homemade that appearing on a users‟ social networkfalls somewhere in between „Word of Mouth‟ Visit to Websiteresults and „Seeing the Product in Friends Home‟results. Visit to StoreThus, when a user shares a brand’s content totheir social network it directly impacts the 0 1 2 3 4 5 6 7 8bottom line.
  5. 5. Measuring the ROI• Number of New Users to the Website• Number of Email List Registrations• Increase in Search Engine RankingsCalculating ROI:• Multiplying website new users by average sale per web user• Multiplying new email registrations by average sale per email list member• Calculating cost of buying leads and then multiplying that number times the number of registrations
  6. 6. Mistake Number OneContests on the web are typically simple entry forms withwinners chosen by random drawing.Why is this a Mistake?This type of contest accomplishes the goal of capturingleads. The problem however is that anyone that enters thistype of contest is more likely to win when there are lessentries.Participants therefore are rewarded for not telling othersabout the contest. This is exactly the opposite affect thatthe business is trying to achieve.
  7. 7. Mistake Number TwoLocation, Location, Location! Most companies select to runa contest on either their website or their Facebook tab.Why?If the goal of the contest is to reach as many people aspossible, why should the business self impose limitations? AD SPACEThe goal is to be everywhere and reach as manyconsumers as possible.When companies run a contest only on Facebook, threeproblems will occur that limit the ROI of the contest :• Facebook Tabs cannot be viewed on mobile phones.• You never want to send traffic away from our website if the user is already there.• There is no way to pull users back to the businesses‟ website!• If the links do not direct traffic back to the businesses website then there will be no SEO benefit
  8. 8. Winners Based on Number of VotesInstead of choosing winners at random, ask the user to enter byadding a photo, creating a video, or (as the example shows) “Tell UsWhy You‟re Alicia Keys #1 Fan”. The winner was determined by thenumber of votes.The participant now has incentive not only to register to win, but toshare their entry to their social networks and recruit friends and familyto vote for them! This has the following effect:• Dramatically increases sharing• Increases traffic to the website• Increases return traffic – • Participants return to the site to see where they are ranked
  9. 9. Be EverywhereBy placing a contest on a Facebook Tab, a website, and ona mobile site or app, a business is able to reach the userwherever they happen to be.Testing Different Marketing Methods and MessagesDifferent marketing methods and messages can be used to AD SPACEsee which location, method, and message provide themaximum results.Examples:• Facebook Ads for the Facebook tab• Email Blast for the website• QR codes in store for mobileModify OptionsThe other option you have is the ability to make slightmodifications in how the contest is set up.Example:Website – only requires entry formFacebook tab – requires the participant to ‘Like’ the pageand fill out the entry form
  10. 10. Probably the most important item - and least done - is themeasuring of results. This data can be used to optimize your nextcontest and compare results.• Engagement Rate – How many unique visitors that viewed the page interacted with the application• Sharing – what social networks and percentages• Return Visitors from Shared Links• Location – Which parts of the country or world were reached• User Report – Collection of contact information and agreement to future email newsletter
  11. 11. AOL Moviefone - Harry Potter Fan ContestThe ChallengeSpark Magic! Moviefone found it could use the VoicesHeard Media contest as a promotional tool to create a viralcampaign across the web. Among its most successfulsocial events was a contest inviting visitors to submit avideo (embedded as a YouTube video) demonstrating whythey were the Number 1 Harry Potter fan.The Results• 30,000 unique visitors on the page in 7 days• 18,000 interactions (votes, comments and submissions)• 300 „shares‟ on external social media sites (200 via Facebook)• 37 video submissionsThe leading video had 1.3 million YouTube views within10 days! The winning video was featured onURLesque, Perez Hilton, and by many other sites andbloggers.
  12. 12. Tell Us Why You‟re the #1 FanThe ChallengeCreate an event to increase website traffic and promoteAlicia Keys‟ concert in New York.The Results• 15,000 Shared Links• 40% of website traffic was from shared links• Surpassed Alicia Keys own website in search engine results for the duration of the contest
  13. 13. Trivia as a ContestThe ChallengeAOL Canada wanted to get users signed up to theirnewsletter.They set up a VHM trivia product as acontest, requiring users to sign up for their newsletterin order to play the trivia game and also be enteredto win a trip to see the Smashing Pumpkins. Theyplaced the event on their website and FacebookTab.The Results• 52.71% of unique visitors entered• 1260 Registrations