Social Media Contests. Amy Cole

Transcription

1 Social Media Contests Amy Cole

2 The first step Know Your Goals!

3 Goal Setting in Social Media S.M.A.R.T. S Specific Often, answering the five W questions Who, What, Where, Why, and Which can help you achieve greater specificity. M Measurable How is success or failure of your goal defined? A Attainable Another way of putting this is realistic. R Relevant Does the goal fit with your overall organization s objectives. T Time-bound Give your goal a deadline. I wish to grow my Facebook audience from 150 to 500 by July 31, 2016

4 Goal Setting in Contests Before starting a contest ask yourself: What type of contest will I run and why? What prizes am I going to give away and are they relevant to my county or program? Will I team up with another program/county to leverage larger audiences? How will I attract the right participants with a genuine interest in my content? What are the RULES?

5 Social media Contest RULES Creating Contest RULES Create clear contest rules 1. The bigger the prize, the more people you re going to have enter. 2. Some people will cheat. For example, if the contest is for the number of Facebook likes a photo receives, make sure to specify that multiple votes from the same IP address will be discounted. And if you d like to reuse images submitted as part of a contest, be sure to clearly state that in the contest rules as well.

6 Social media Contest RULES Other legalese Disclaim the platform that you re on, stating that they don t sponsor the contest. This will be found in the terms of service of whichever platform you re posting on. If you re going to do anything related to KIDS, make sure you have something saying that the legal guardian is the one that s entering, because there are some legalities around that.

7 Social media Contest PRIZES To make sure that every person who enters your sweepstakes is interested in your products you need to make the prize relevant to Extension. Gardening tools, food kids, gym equipment (medicine balls, etc), lunch with an agent! Get a home visit from your agent.

8 Social media Contest PRIZES Choose Prizes Carefully An appropriate award will deflect prize hunters, who will hide your posts or unlike your page as soon as your campaign is over.

9 Instagram Contests

10 Instagram Contests How to Run an Instagram Contest After setting SMART goals.. 1. Do your homework. Check out your competition and find related contests. Browse other current Instagram contests through sites like Iconosquare 2. Choose contest type (like to win, photo, etc) 3. Create a theme. Animals, cooking, health, agriculture. Days of service, cattle anything! This creates a collection of user generated content. 4. Choose your hashtag! Use to search for unused and relevant terms

11 Instagram Contests 5. Decide on a prize. Motivate. Relevant. Help market your program. 6. Create rules! local winners only? Timing of your contest. Who is eligible? 7. Cross promote on other social media and website pages. Ask for shares from other departments! 8. Once complete, choose and notify the winner. >Share winning entry >Thank everyone for participating

12 Instagram Contests Choose the TYPE of contest: Like Contest Pros 1. Low barrier to entry helps increase reach 2. Very easy to set up. Cons 1. Low engagement and low consumer connection levels 2. Little effort to enter, but people may not be invested in your program

13 Instagram Contests Photo Challenge Pros 1. deepens the emotional connection between consumers and the brand. 2. contest-specific hashtag spreads the campaign s reach because when Instagram users post their entries 3. hashtag additionally provides a common place for viewing entries. Cons 1. Asking for users content increases the barrier to entry. 2. If the request is too detailed (take and upload a pic, use the hashtag AND tag friends) or the hashtag is too long, it may be even harder to get willing participants.

14 Instagram Contests Photo Challenge Contest Photos tagged with a specified hashtag show up in a single stream

15 Instagram Contests Comment to Win Users have to comment on your contest s photo in order to be entered to win a prize from your brand. If your goals are to gain valuable feedback and increase post engagement amongst your Instagram followers, a comment-to-win Instagram contest is the way to go.

16 Instagram Contests Tag to Win Users have to tag a friend (using symbol) in the comment section of your brand s Instagram contest post to be entered to win a prize from your company. A tag-to-win contest helps your county or program get direct, organic traffic to your Instagram account. Because of this, this type of contest is especially helpful for gaining new followers.

17 Promotion Guidelines Official Rules for Running Instagram Contest: Instagram Contest Rules: 1.) acknowledge (usually in the giveaway post s caption copy) that the business s promotion is in no way sponsored, endorsed or administered by, or associated with, Instagram. 2.) not inaccurately tag content or encourage users to inaccurately tag content. This means businesses can make their contest rules as loose or as structured as they want. Create Rules Page on your WEBSITE for complex contests.

18 Facebook Contests

19 Facebook Contests Two types of Facebook Contests: 1. Timeline Contests 2. Tab app Contests

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21 Facebook Timeline Contests Advantages to a Timeline Contest 1. Quick to launch 2. Free setup 3. Delivers quick engagement on your page 4. Happens in the news feed -- where your fans are 5. No software to learn 6. Easy entry for fans -- no need to share personal info 7. Simple voting method -- a Like or comment is a vote 8. Exposes your page to more people quickly 9. Anyone can enter -- from a laptop, tablet or mobile

22 Facebook Timeline Contests Dis-Advantages 1. Contacting the winner can be tough -- you'll need to tag them in the post & ask them to contact you to redeem 2. No leads gathered -- no potential for future follow-up 3. Cheating potential on voting contests -- very easy to buy Likes or comments to win 4. No forced Like before entering -- non-fans can enter/win the contest 5. Difficult to re-post on your page -- if entries (Likes/comments) must be on the original post, then re-sharing that post can cause confusion about how to enter 6. Difficult to display full contest rules & terms 7. When Timeline contests were first given the green light by Facebook, a huge disadvantage of running one was the difficulty of choosing a winner. But the app companies quickly pushed out features & tools letting you pull Like/Comment data & randomly pick a winner.

23 Facebook Timeline Contests

24 Facebook Timeline Contests Like to Win Contests It s GIVEAWAY time! Click LIKE for your chance to win a FCS Meal Starter Gift Basket (image of gift basket) Winners will be randomly selected at 4 p.m. CST this Friday and their names will be posted on our Facebook Page! Rules/Disclaimer: This promotion is open to those 18 and above in Arkansas.Void where prohibited. By Liking you enter and agree that this promotion is in no way associated with, administered by, or endorsed by Facebook;and acknowledge a complete release of Facebook by your participation.

25 Facebook Timeline Contests Comment to Win Contests Who is excited about our upcoming event in 2 weeks? Like this for one entry to win a free ticket, and Comment on this post for a second entry! One winner will be chosen randomly from those entered and announced at 5 pm central this Friday!

26 Facebook Timeline Contests Trivia Contests Answer correctly to win 2 jars of local honey and handmade soaps from our FCS ladies! What is the largest crop produced in county? (a) Corn (b) Rice or (c) Cotton? Comment below with your answer for the month of launch! 2 Winners will be picked from correct entries and announced at 1 p.m. on Monday! Rules: Must live in county to win. One entry per person.

27 Facebook Timeline Contests Photo Contests (cater to the narcissits) Post a comment with a Photo of you in our county office, 4-H building or Master Gardener public gardens for a chance to win a gardening gift basket*! Random winner will be selected and posted Friday at 4:30 p.m. EST NOT the best type of campaign if you re looking to gather as many fans as possible. For that you ll be better off with a sweepstakes or instant win game. To avoid cheating, try a prize picking combo like this: A jury selects winners among the 10 or 20 entries with the most votes A random draw is made among all entries with at least 5 votes

28 Promoting Contests On Facebook Promote your Photo Contest campaign So the question often asked is Do I use paid Facebook ads or free organic marketing to promote my Facebook contest? As a general rule, they do not recommend investing in Facebook ads to recruit new fans. Even though they offer pretty good targeting options, your Facebook ads may generate new fans who are more interested in your prizes than your brand, product or services.

29 Questions? Amy Cole linkedin.com/in/coleamy

30 Thank you!