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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).
Citation preview
to Social Contest Success STEPS
AJ Gerritson Founding Partner
617-259-1605
www.linkedin.com/in/ajgerritson
@AJGerritson
www.451Marketing.com
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
Social media sites and blogs now account for approximately 27% of the
total time Americans spend online.
Everyone LOVES Prizes
Over 70% of big companies will
use gamification in their marketing strategies by 2014
http://blog.hubspot.com/social-media-contest-stats-infographic
+34%
average percentage of new fans acquired with social contest
Social Media Explorer
User-Generated Content
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
CRAFT YOUR
CONCEPT
Goals? CRAFT YOUR
CONCEPT
ALL Can Be Achieved Through Social Contest
Decide On Contest Type CRAFT YOUR
CONCEPT
Pick Your Channels CRAFT YOUR
CONCEPT
KNOW THE
RULES
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)
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)
KNOW THE
RULES
https://support.twitter.com/articles/68877-guidelines-for-contests-on-twitter
KNOW THE
RULES
http://business.pinterest.com/brand-guidelines/ (“Promotions and Marketing”)
KNOW THE
RULES
http://help.instagram.com/464700830247492
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
PICK YOUR PRIZES
Prizes should relate to your brand or target audience
PICK THE
PRIZES
To receive entries with higher barrier to entry, incentivize with a higher value prize
PICK THE
PRIZES
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
LAUNCH YOUR
CONTEST
Coordinate With PR LAUNCH YOUR
CONTEST
Put Out Teasers LAUNCH YOUR
CONTEST
LAUNCH YOUR
CONTEST
Use Social Advertising
Your Contest
Spread The Word LAUNCH YOUR
CONTEST
LAUNCH YOUR
CONTEST
Use Facebook as hub for social contest– create custom tabs and have users link content from other platforms
Case Study: Hood Blimp
451 Marketing and Hood took social promotion to soaring new heights
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
Fill-in-the-blank/ Most Creative Answer
Photo Upload
RT and Follow
LAUNCH YOUR
CONTEST
LAUNCH YOUR
CONTEST
Case Study: Annie Selke Companies
Pinterest users prove to be big online spenders for luxury interior design purveyor Annie Selke Companies
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
LAUNCH YOUR
CONTEST
LAUNCH YOUR
CONTEST
MAINTAIN MOMENTUM
Showcase the best entries, comment & like entries, profile great entrants
MAINTAIN MOMENTUM
MAINTAIN MOMENTUM
MEASURE AND
TRACK
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
Create a Hashtag
#IfIHadGlass
MEASURE AND
TRACK
MEASURE AND
TRACK
Measure Search Traffic
Have your search team set up goals and track traffic social traffic sources
Set Up Google Alerts
EMAIL or RSS feed
MEASURE AND
TRACK
EXTEND CONTEST
LIFE
EXTEND CONTEST
LIFE
Feature on Social
Recap on Blog EXTEND CONTEST
LIFE
CELEBRATE YOUR
WINNERS
Additional PR
Local Man Wins Contest
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
Questions?
to Social Contest Success STEPS