53
to Social Contest Success STEPS

7 Steps to Social Contest Success

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Contests and promotions are a great way to boost brand awareness both online and off. Social media platforms such as Facebook, Pinterest and Instagram offer exciting ways for your audience to get engaged with your brand online. But, you have to follow the rules and best practices or you run the risk of getting your contest booted (by the platform) or ignored (by your fans).

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Page 1: 7 Steps to Social Contest Success

to Social Contest Success STEPS

Page 2: 7 Steps to Social Contest Success

AJ Gerritson Founding Partner

617-259-1605

[email protected]

www.linkedin.com/in/ajgerritson

@AJGerritson

www.451Marketing.com

Page 3: 7 Steps to Social Contest Success

About 451 Marketing

National Public Relations, Social Media, and Search Marketing Agency Founded in 2004

Headquartered in Boston with offices in Los Angeles and New York

65 full-time staff

Recognized as a 2011, 2012, 2013 an award recognizing the fastest growing private companies headquartered in Massachusetts Recognized for multiple Bell Ringer Awards, for campaign and individual excellence in public relations

Page 4: 7 Steps to Social Contest Success

Social media sites and blogs now account for approximately 27% of the

total time Americans spend online.

Page 5: 7 Steps to Social Contest Success

Everyone LOVES Prizes

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Over 70% of big companies will

use gamification in their marketing strategies by 2014

http://blog.hubspot.com/social-media-contest-stats-infographic

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+34%

average percentage of new fans acquired with social contest

Social Media Explorer

Page 8: 7 Steps to Social Contest Success

User-Generated Content

Page 9: 7 Steps to Social Contest Success

KNOW THE

RULES

PICK THE

PRIZES

MEASURE AND

TRACK

EXTEND CONTEST

LIFE

LAUNCH YOUR

CONTEST MAINTAIN MOMENTUM

STEPS TO A SUCCESSFUL

SOCIAL CONTEST

CRAFT YOUR

CONCEPT

Page 10: 7 Steps to Social Contest Success

CRAFT YOUR

CONCEPT

Page 11: 7 Steps to Social Contest Success

Goals? CRAFT YOUR

CONCEPT

ALL Can Be Achieved Through Social Contest

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Decide On Contest Type CRAFT YOUR

CONCEPT

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Pick Your Channels CRAFT YOUR

CONCEPT

Page 14: 7 Steps to Social Contest Success

KNOW THE

RULES

Page 15: 7 Steps to Social Contest Success

FYI: Facebook Updates KNOW THE

RULES

No longer have to host on a tab using a 3rd party vendor! You CAN use your cover photo as a contest CTA You CAN host on your timeline Likes and comments CAN count as entries (shares cannot)

Page 16: 7 Steps to Social Contest Success

KNOW THE

RULES

Acknowledgement that the promotion is in no way associated with Facebook

Can’t ask to share on Personal Timeline

https://www.facebook.com/page_guidelines.php (Section 3E)

Page 17: 7 Steps to Social Contest Success

KNOW THE

RULES

https://support.twitter.com/articles/68877-guidelines-for-contests-on-twitter

Page 18: 7 Steps to Social Contest Success

KNOW THE

RULES

http://business.pinterest.com/brand-guidelines/ (“Promotions and Marketing”)

Page 19: 7 Steps to Social Contest Success

KNOW THE

RULES

http://help.instagram.com/464700830247492

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Only 18+

Winner must be chosen through judgment criteria

Can’t use video submissions for marketing purposes

KNOW THE

RULES

https://support.google.com/youtube/answer/1620498? hl=en

Page 21: 7 Steps to Social Contest Success

PICK YOUR PRIZES

Page 22: 7 Steps to Social Contest Success

Prizes should relate to your brand or target audience

PICK THE

PRIZES

Page 23: 7 Steps to Social Contest Success

To receive entries with higher barrier to entry, incentivize with a higher value prize

PICK THE

PRIZES

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To increase number of low barrier entrants, give out more prizes to give perception of higher chance of winning.

Enter to win one of 100 Hood Latte coolers this summer!

PICK THE

PRIZES

Page 25: 7 Steps to Social Contest Success

LAUNCH YOUR

CONTEST

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Coordinate With PR LAUNCH YOUR

CONTEST

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Put Out Teasers LAUNCH YOUR

CONTEST

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LAUNCH YOUR

CONTEST

Use Social Advertising

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Your Contest

Spread The Word LAUNCH YOUR

CONTEST

Page 30: 7 Steps to Social Contest Success

LAUNCH YOUR

CONTEST

Use Facebook as hub for social contest– create custom tabs and have users link content from other platforms

Page 31: 7 Steps to Social Contest Success

Case Study: Hood Blimp

451 Marketing and Hood took social promotion to soaring new heights

Page 32: 7 Steps to Social Contest Success

Goal Boost engagement and keep the brand at top of mind within key New England markets during peak ice-cream purchasing season.

Approach 451 Marketing launched a thrilling Facebook contest challenging New Englanders to identify famous New England locations from aerial view photographs taken by the Hood Blimp pilot.

Results In one month: • 2,896 new Facebook fans on the HP

Hood page • 1,950 entries into the contest

Case Study: Hood Blimp

Page 33: 7 Steps to Social Contest Success

Fill-in-the-blank/ Most Creative Answer

Photo Upload

RT and Follow

LAUNCH YOUR

CONTEST

Page 34: 7 Steps to Social Contest Success

LAUNCH YOUR

CONTEST

Page 35: 7 Steps to Social Contest Success

Case Study: Annie Selke Companies

Pinterest users prove to be big online spenders for luxury interior design purveyor Annie Selke Companies

Page 36: 7 Steps to Social Contest Success

Goal Increase brand awareness and drive sales using social media.

Approach 451 Marketing launched exciting Pinterest campaign showcasing the brands’ high quality and visually appealing products. 451 also helped execute “Pin to Win” promotions.

Results In the first year of the campaign: • 135 assisted conversions - 50% last

interaction conversions • $39,019.32 in direct sales

Case Study: Annie Selke Companies

Page 37: 7 Steps to Social Contest Success

LAUNCH YOUR

CONTEST

Page 38: 7 Steps to Social Contest Success

LAUNCH YOUR

CONTEST

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MAINTAIN MOMENTUM

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Showcase the best entries, comment & like entries, profile great entrants

MAINTAIN MOMENTUM

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MAINTAIN MOMENTUM

Page 42: 7 Steps to Social Contest Success

MEASURE AND

TRACK

Page 43: 7 Steps to Social Contest Success

Create an account and paste your contest landing page link into the box.

Get statistics on your link: when and how many times

people are clicking

Create a Bit.ly MEASURE

AND TRACK

Page 44: 7 Steps to Social Contest Success

Create a Hashtag

#IfIHadGlass

MEASURE AND

TRACK

Page 45: 7 Steps to Social Contest Success

MEASURE AND

TRACK

Measure Search Traffic

Have your search team set up goals and track traffic social traffic sources

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Set Up Google Alerts

EMAIL or RSS feed

MEASURE AND

TRACK

Page 47: 7 Steps to Social Contest Success

EXTEND CONTEST

LIFE

Page 48: 7 Steps to Social Contest Success

EXTEND CONTEST

LIFE

Feature on Social

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Recap on Blog EXTEND CONTEST

LIFE

Page 50: 7 Steps to Social Contest Success

CELEBRATE YOUR

WINNERS

Additional PR

Local Man Wins Contest

Page 51: 7 Steps to Social Contest Success

KNOW THE

RULES

PICK THE

PRIZES

MEASURE AND

TRACK

EXTEND CONTEST

LIFE

LAUNCH YOUR

CONTEST MAINTAIN MOMENTUM

STEPS TO A SUCCESSFUL

SOCIAL CONTEST

CRAFT YOUR

CONCEPT

Page 52: 7 Steps to Social Contest Success

Questions?

Page 53: 7 Steps to Social Contest Success

to Social Contest Success STEPS