FACEBOOK MARKETING. Running Successful Sweepstakes & Social Promotions

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1 FACEBOOK MARKETING Running Successful Sweepstakes & Social Promotions

2 WHY SHOULD YOU RUN A FACEBOOK SWEEPSTAKES? Running a sweepstakes or promotion on Facebook is a popular, and highlyeffective way to generate leads, get more likes, and engage your current fans. Why is this important? Fans that are happy and engaged are easier to convert. Companies that run a sweepstakes get a 34% increase in traffic meaning 1 sweepstakes often drive more traffic than original blog content or videos. SnapApp customers are seeing impressive results with sweepstakes. About 70% of people who see a SnapApp sweepstakes click to enter, and a staggering 96% of 2 those visitors complete and submit the lead gen form. 1 2 Source: L2 Think Tank's Magazine, Digital IQ Index, July 2011 Source: SnapApp Webinar: The Right Way to Run a Sweepstakes to Get More Facebook Fans, 2012

3 Here are just some a few examples of effective sweepstakes and their results: Magic Beans, a retailer of baby and infant products, ran a month-long promotion, Magic Beans 31 Days of Giveaways that featured a different prize each day. The sweepstakes yielded over 100,000 leads and more than 1,400 new Facebook likes.

4 Martha Stewart's flagship television program, The Martha Stewart Show, promoted their season premiere on the Hallmark channel with, "Martha's Ultimate Fan" sweepstakes. The grand prize included a trip for 2 to see "The Martha Stewart Show" live in New York City. The entry form for the sweepstakes also included the option to sign up for "The Martha Stewart Show" or "Mad Hungry" newsletters and to receive a free print issue of Martha Stewart Living magazine. Of those who entered the sweepstakes, 77% also signed up for the optional offers. Sure, leads are great, but maybe you just want more Facebook likes? CSN Philadelphia used SnapApp to create a sweepstakes giving away Eagles season tickets that ran on their Facebook page, on the CSN Philadelphia website and on the official Philadelphia Eagles website. The result a 25% increase in Facebook Likes, more than 5000 new likes, in just 5 days.

5 BEFORE YOU BEGIN After looking at numbers like that, you're probably more than ready to run your own sweepstakes! Before you start, there are a few key things you should prepare in order to ensure your sweepstakes will be a huge success. First, you'll want to clearly define and prioritize your goals. Do you just want more Facebook likes? Are you hoping to collect leads for a mailing list or sales pipeline? Do you want to drive traffic and promote your company's brand? Once you have your goals in place, you can begin to put together your sweepstakes. EYES ON THE PRIZE One of the most important elements of your sweepstakes is the prize. What will you use to incentivize your customers and achieve your goals? Knowing your audience is key. You want your prize to not only be well received by your current audience, but attract the right kind of visitorsvisitors who will become loyal fans. Generic prizes, like a TV, computer, or mp3 player, might be tempting because they'll generate a lot of interest, but they won't generate an audience who will be responsive to follow-up campaigns. Also keep your budget in mind. A highly-targeted, compelling prize will offer your customers value, and it doesn't need to be expensive.

6 CONTEST FORMAT What will your entry form look like? What will you ask of your audience to accept their entry? You'll need to go back to your goals to help define this. For example, if your goal is to collect leads for a mailing list, you can simply ask for and home address. Or, if you are looking to engage your audience and promote your brand, try a asking users to submit a photo or video. Keep in mind, it might be best to keep it simple the less barriers to entry, the better! Adding a like-gate to your sweepstakes is a great way to achieve your goal of getting more likes.

7 KNOW YOUR RULES Facebook has very strict rules and guidelines governing sweepstakes and promotions run on Pages. Under no circumstances can you use Facebook 3 technology to run a sweepstakes. Violating this policy could lead to your Page getting shut down, and worst of all, losing ALL of your fans. The solution? Use a 3rd party platform, like SnapApp, to run your promotion. There are also some general sweepstakes rules and regulations to adhere to as well. Except where explicitly outlawed, anyone must be able to enter. Official rules must be made available at all times. Register and Bond regulations in RI, if your prize is worth $500 or more and in NY and FL, if the prize is worth $5,000 or more. AZ also has special regulations. Consider excluding these states if you don't have the resources to become registered and bonded. If your target audience includes children under 13, make sure your sweepstakes is COPPA compliant. If they are under 18, parental or guardian permission is required to accept the prize. Use our handy Sweepstakes Checklist to make sure you have everything you need to run a fantastic sweepstakes! 3

8 KNOW YOUR RULES (Continued) FACEBOOK SECRETS Make sure your sweepstakes is optimized for Facebook with the following tips: Name Your Tab Smartly Only a few letters show on sidebar. Consider what will get attention quickly. Sweeps: Name of Sweeps or Prize: Enter to Win" If you have Facebook's new Timeline layout enabled, be sure to include a custom image. Design Your App to Fit px will show your full app on most browsers. Like-Gating will it help achieve your goals? Mobile Optimize Your App for the Best User Experience 44% of Facebook's 800M members access 4 the site through their mobile devices You'll need a third party to develop this for you 4 Source:

9 LAUNCH & PROMOTE The duration of your sweepstakes depends on a number of factors, including: How much did the prize cost? The more expensive the prize, the longer you ll need to run your sweepstakes. How interested are people in the prize? If the prize has a high value take advantage of people s continuing interest and get as much return as possible by running the sweepstakes for as long as possible. How vast is your network? The broader your network, the less time it will take to get buzz for your sweepstakes. If you re not sure, a month is a great starting off point! This will give you enough time to make back your money while retaining the interest of your fans. Sweepstakes Channels Social Media should never be your only marketing strategy you ll need to support your viral efforts via multiple channels. Send an blast, buy facebook ads to promote it, etc. And don t forget to tweet and post on your page about your sweepstakes often you can t assume that your entire network saw it the first time. It s important not to over promote one post or tweet a day seems about right but consider the size of your audience and adjust to higher frequency the larger your network & reach. Community Management Make sure you have someone dedicated to responding to questions and comments about the sweepstakes. It s important to make the sweepstakes a positive experience for fans of your page. The most often question you'll get is, "How do I enter?" It might seem obvious to you, but keep in mind fans have a short attention span, make sure it is really clear how to enter your sweepstakes!

10 ANALYZE YOUR RESULTS After looking at numbers like that, you're probably more than ready to run your own sweepstakes! Before you start, there are a few key things you should prepare in order to ensure your sweepstakes will be a huge success. First, you'll want to clearly define and prioritize your goals. Do you just want more Facebook likes? Are you hoping to collect leads for a mailing list or sales pipeline? Do you want to drive traffic and promote your company's brand? Once you have your goals in place, you can begin to put together your sweepstakes.

11 KEEP THEM ENGAGED Once your sweepstakes has ended, and the prize is fulfilled, make sure to announce your winner on your social media networks. Make the most of this announcement fans will be eager to see who has won and tie in a teaser for an upcoming sweepstakes or other event that you want to promote next. If you collected permission to them, consider an to all entrants as well. This can be a great way to ignite communication in a new channel but be explicit about what and how often you plan to continue your conversation. And don't stop engaging with your audience, especially now that you've gained a whole new following. Some of the best strategies include posting videos and photos, asking interesting questions to illicit replies, sharing polls, personality tests, and trivia quizzes. Take, for example this personality test posted on Figment's Facebook page which allows for quick and easy response using SnapApp's In News Feed Answering feature.

12 CONTACT US TO LEARN MORE Are you thinking about running a sweepstakes? SnapApp can help your sweepstakes be a huge success! If you'd like to learn more, contact us, or register for your free SnapApp account and start creating your sweepstakes today! PHONE TWITTER FACEBOOK info@snapapp.com SNAP facebook.com/ snapapp WHY SNAPAPP? SnapApp is a comprehensive marketing platform that facilitates high-value audience interactions through the creation and distribution of interactive content. With the SnapApp platform, you create engaging sweepstakes, quiz apps or custom pages that can be shared not only on your Facebook page but also across the web, social and mobile. SnapApp s Facebook apps enable you to monetize your social lead generation, extend your reach through viral sharing activities and drive higher engagement with your hard-earned Facebook community. Learn more at SNAPAPP S FACEBOOK SPECIFIC FEATURES INCLUDE: Facebook mobile optimization Facebook connect integration Multiple app support (run many apps at the same time) In News Feed Questions & Answers Rich Analytics to track your apps performance Multiple engagement types: quizzes, polls, surveys, sweepstakes and more Engage and Acquire Customers SnapApp.com info@snapapp.com Brought to you by Pangea Media