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Contests and Promotions
Week #5February 26, 2014
Utica CollegePRL 408: Social MediaThomas Armitage
In today’s lesson…
Why grow a following? Quality vs quantity Should I buy followers? How to grow a following Types of promotions Why run a contest? Things to consider What are your goals? Type of social media users Software Types of contests Tips Breakout
Past week’s articles
“6 Benefits of Running Social Media Contests” - http://bit.ly/1hmA8Wf
“13 Ingredients in the Perfect Social Media Contest” - http://bit.ly/1jrBEbq
“Everything You Need to Run a Successful Social Media Contest” - http://bit.ly/1mBGckq
Why grow a following?
With any marcom effort, you should ask who and how many are you reaching?
Social media: You can easily see who watches you and who actually cares + you can react
No one wants to speak to an empty room
Quality vs quantity
What value do my followers bring? Will they help push my messages? Will they engage and hold
conversations that strengthen loyalty?
Will they buy my product?
Should I buy followers?
How to grow a following
Strategic activity Blogging Share to access Advertising Email marketing Online promotions
Types of promotions
Giveaways Sweepstakes Fan of the Week Trivia/quizzes Check-ins Coupons Tug of war or ceiling goal Contests (simple or user generated)
Why run a contest?
Incentivize people to follow and share Build awareness Increase web traffic/subscribers Increase engagement Increase sales
(Lee, 2013)
Things to consider
Goals Target audience Software Type Platform Theme/name Timeline Graphics Rules Prize
(Baer, 2013)
What are your goals?
Branding/awareness? Build fanbase? Get people talking? Boost web traffic? Sales?
(Vaughan, 2013)
Type of social media users
No Shows (41%): Mix-n-Minglers (19%) Onlookers (16%) Newcomers (15%) Cliquers (6%) Sparks (3%)
(Dyer, 2012)
Software
Wildfire (by Google) Hubspot Invovler ContestCore Vitrue Buddy Media Wishpond GroSocial Strutta
Types of Contests
Simple enter Share/hashtag use Comment, quiz or short story Photo/video submission Most votes
(Vaughan, 2013)
Contests on Facebook
Remember goals Follow the rules Terms and conditions Make use an app Include CTAs Include form to capture
data How will you notify
winner? Measure results
(Vaughan, 2013)
Contests on Twitter
Remember goals Iron out details Timetable Pick unique but memorable hashtag Respond accordingly Measure results
(Vaughan, 2013)
Contests on Pinterest
Goals Follow pin etiquette Rules Use hashtag and/or
boards How will you
announce winner? Measure results
(Vaughan, 2013)
Contests on Instagram
Goals Develop a theme Tease it on
multiple platforms Unique but
memorable hashtag
Measure results
(Vaughan, 2013)
Contests on Websites
Goals Tease it Set up form for
submission Thank you page Share for
additional entries
Measure results
Tips
Use a good app Beware of rules Encourage sharing Promote Consider a partner Use the results!
(Pickering, 2012)
Breakout
Groups of 3 15 minutes 5 contest ideas
PR/marketing team for the following companies: Ashley Furniture, Toyota, Petsmart, Best
Buy, Make A Wish, New York State Tourism
Next week, we will discuss…
Reputation Management and Crisis Communication
To do: Read articles from #UticaCollegeSM and
comment Continue working on PPT presentations Twitter presenter should be ready to
present
References
Baer, J. (2013, December 1). 13 Ingredients in the Perfect Social Media Contest. Convince & Convert. Retrieved on February 23, 2014 from http://www.convinceandconvert.com/social-media-marketing/13-ingredients-in-the-perfect-social-media-contest/?utm_content=buffer24813&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer
Dyer, P. (2012, June 25). The 6 types of social media users. SocialMediaToday. Retrieved on February 23, 2014 from http://socialmediatoday.com/pamdyer/564409/6-types-social-media-users
Leaning, B. (2012, July 3). Everything you need to run a successful social media contest. Inbound Blog. Retrieved on February 23, 2014 from http://blog.hubspot.com/blog/tabid/6307/bid/33352/Everything-You-Need-to-Run-a-Successful-Social-Media-Contest.aspx?utm_content=buffer952bb&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer
Lee, A. (2013, March 14). 6 benefits of running social media contests. Maximized Social Business. Retrieved on February 23, 2014 from http://maximizesocialbusiness.com/6-benefits-of-running-social-media-contests-8288/
Pickering, B. (2012, June 28). 8 tips for running social media promotions. Socail Media Examiner. Retrieved on February 23, 2014 from http://www.socialmediaexaminer.com/social-media-promotion-tips/
Scott, D. M. (2013). The New Rules of Marketing and PR. New Jersey: Wiley. Vaughan, P. (2013, August 9). 15+ stats to know before running your next social media
contest. Inbound Blog. Retrieved on February 23, 2014 from http://blog.hubspot.com/marketing/social-media-contest-stats-infographic