©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
Social Contests and Sweeps for Multinational Brands
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Starwood Background
Brands
Hotel Pages
Hotel Pages
Hotel Pages
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The Problem
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Solution Objectives
Solution Objectives
Indemnifies
Terms
Self-Serve Platform
Set Limitations
Ensure Fulfillment
Establish Workflow
Multiple Languages
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Key Limitations: Contests vs. Sweepstakes
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Key Limitations: Consistent Prizing
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Key Limitations: Promotion Types
CONTEST/SWEEPS TYPE PROMOTION GOALS
Enter to Win New fan acquisition
Trivia/Quiz Audience engagement
Photo Contest/Sweeps Generating UGC
Survey / Poll Customer intelligence
There are a variety of reasons to run a promotion, some of those match up with different promotion types.
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Key Limitations: Network Selection
Icons via Social Media Delivered
The Solution
The Solution
Promotion Creation
• Simple creation flow
• Design customization
• Multiple language
• Rules template
• Workflow & permissions
The Solution
Analytics & Reporting
• Engagement
• Demographics
• Viral impact
• Web metrics
• Mobile vs. desktop
• Custom question breakdown
Sheraton Maui 50th Anniversary
Objectives
• Support the 50th Anniversary
• Build loyalty with the hotel
• Reward loyal guests, find new fans
Results
• 725 Entries
• 425 New Fans
• Significant sharing & discussion
Sheraton Toast Around the World
Objectives
• Support global Sheraton initiative
• Aggregate UGC from around the globe
• Build awareness of brand programming
Results
• 366 Entries
• 1,153 New Fans
• Significant sharing & discussion
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Promotion Statistics & Best Practices
Recommended Timing30-45 days for sweepstakes 60-90 days for contests
Promotion Types60% Sweepstakes 40% Contests
Average Fan Growth (big and small brands)2,378 new fans (in like/follow gated promotions)
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Promotion Checklist
What is the objective of this?
Is there an event or reason to have a promotion?
Do I have someone who can answer fan questions?
Do you have a marketing strategy to promote it?
Do you have a post-promotion marketing strategy?
Key Learning
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Key Learnings
Don’t make the barrier of entry too difficult
If you don’t hit expectations, tweak the strategy and try again
Ensure you have a marketing plan in place prior to launch
Sweeps vs. contests generate very different feedback