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DATING TIPS FOR SUCCESSFUL

SOCIAL CONTESTING

Julie Sheldon Director of Digital & Social Media

Julie.Sheldon@mosaic.com 647-895-4871

@juliesheldon

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SOCIAL CONTESTING IS JUST LIKE DATING…

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YOU PREPARE

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YOU CAREFULLY DETERMINE YOUR LOOK

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YOU CHOOSE THE BEST LOCATION

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YOU DETERMINE WHO YOU’D LIKE TO ATTRACT

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YOU ENGAGE WITH YOUR TARGET

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IF THEY ENJOY THE ENGAGEMENT THEY’LL GIVE

YOU SOME INFORMATION

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WITH THE ULTIMATE GOAL OF CONVERTING YOU TO A

FAN

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On today’s agenda:

Discuss best practices around contests

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FOR THE LAST FEW YEARS,

ALL WE’VE BEEN HEARING IS:

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IN THE WORLD OF SOCIAL

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There are a TON of ways to engage your fans through

social.

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Contests Photos Wall Topics Custom Apps Videos Links Questions

40% 27% 24% 22% 21% 13% 11%

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CONTESTS AREN’T JUST ABOUT THE DOLLA DOLLA

BILLS Y’ALL

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IT’S ABOUT CREATING A

MEMORABLE UNIQUE

ENGAGING RELEVANT BRANDED

EXPERIENCE FOR YOUR

USERS

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WE’RE GONNA BREAK THIS DOWN TO MY

22 DATING TIPS FOR SOCIAL CONTESTING

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ANATOMY OF A CONTEST

THE STRATEGY:

THE BUILD:

THE PRIZE:

THE MANAGEMENT:

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ANATOMY OF A CONTEST

THE STRATEGY:

THE BUILD

THE PRIZE

THE MANAGEMENT

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Dating Tip #1 Dating isn’t for everybody

Contests aren’t always the answer

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Don’t hop on the bandwagon for the sake of hopping on the bandwagon and think it

through:

What seems like a good idea at the time, isn’t always a good idea

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You need to ask yourself:

What will success

look like? Why am I

doing this?

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DO YOU WANT:

BOOST SOCIAL VISIBILITY?

ENGAGMENT?

MORE EMAIL OPT-INS?

AUDIENCE?

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Dating Tip #2: Figure out where to take her before the date

Determine the best platform for the

brand and the target demo

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Dating Tip #3 Know what you’re working with

Do an audit of the client’s assets and

review what you are trying to do:

•  Picture/Recipes submission?

•  Creating content?

•  Real-time responses/In the moment give-aways?

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Dating Tip #4 Give your date a good “user-experience”

Don’t forget about mobile!

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Dating Tip #5 Timing is everything

•  What else is going on at that time? •  Are you cannibalizing another program or complementing it? •  Launch timing – consider your audience •  Would a smaller on-page contest be better?

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Dating Tip #6 Size Doesn’t Matter

On-page contesting could be the answer

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ANATOMY OF A CONTEST

THE STRATEGY

THE PRIZE

THE MANAGEMENT

THE BUILD:

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Dating Tip #7 Figure out what she likes to do

Make your contest around people’s current behaviour

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Dating Tip #8 Give a little, get a little To Like-gate or not to Like-gate?

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Dating Tip #9 Easy on the questions! Don’t collect more information than you need

Would you rather…

Have you ever lied to your boss?

What animal would you be?

Have you ever been constipated?

Boxers or Briefs?

Kim Kardashian or Beyoncé? What’s your brother’s girlfriend’s

Mom’s name?

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Dating Tip #10 People do their homework

People read Rules & Regs

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Dating Tip #11 People don’t do their homework

People don’t read Rules & Regs

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Dating Tip #12 People want to post-game after a date

Don’t forget the share widget!

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Dating Tip #13 You have her attention, ask for her number!

Don’t forget the opt-in

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ANATOMY OF A CONTEST

THE STRATEGY

THE MANAGEMENT

THE BUILD

THE PRIZE:

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A quick poll

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Dating Tip #14 Don’t attract Gold diggers

Do not give away cash or pre-paid Visas unless it ties back to your brand!

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Dating Tip #15 It doesn’t have to be all or nothing

If you can, stagger the prizing throughout the life of the contest.

When it’s one grand prize, it’s demotivating.

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Dating Tip #16 No one wants to jump through hoops

If you’re going to have a high barrier to entry, make the prize awesome

and worth it

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Dating Tip #17 Don’t string your date along If your contest period is long, don’t wait until

the end to start fulfilling

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Dating Tip #18 Everyone needs closure Don’t forget the Contest Close page

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ANATOMY OF A CONTEST

THE STRATEGY

THE BUILD

THE PRIZE

THE MANAGEMENT:

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Dating Tip #19 Follow-through all of the way

If you are doing the contest, you need to do the community management

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Dating Tip #20 It’s ok to self-promote!

Get people excited!

Promote it through the editorial calendar, engage with people, link to submissions. You

need to the get word out!

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Dating Tip #21 It’s ok to play the field

Use multiple social platforms to cross-promote

It helps extend your reach and educates users on your multiple social networks

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Dating Tip #22 Don’t be over-eager!

It’s ok to not respond immediately…

…but do respond –even if it’s to thanking people for their responses.

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And now for a game!!

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What did they do

right?

What did they do wrong?

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What did they do right?

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What did they do right?

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What did they do right?

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What did they do

right?

What did they do wrong?

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Just remember: #1 Dating isn’t for everybody

#2 Figure out where to take her #3 Know what you’re working with #4 Give her a good user experience

#5 Timing is everything #6 Size doesn’t matter

#7 Figure out what she likes to do #8 Give a little, get a little #9 Easy on the questions

#10 People do their homework #11 People don’t do their homework

#12 People want to post-game #13 Ask for her number!

#14 Don’t attract gold diggers #15 It doesn’t have to be all or nothing

#16 No one wants to jump through hoops #17 Don’t string your date along

#18 Everyone needs closure #19 Follow through all the way

#20 It’s ok to self-promote #21 Don’t be over-eager

#22 It’s ok to play the field

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And you should have a very happy and successful

contest!

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Julie Sheldon

Director of Digital & Social Media Julie.Sheldon@mosaic.com

647-895-4871 @juliesheldon