facebook contests, promotions, and fan pages
TRANSCRIPT
Facebook Best Practices• Make your Public Profile a place filled with valuable content• Give your fans a reason to become fans• Use updates to ask questions and elicit response, not deliver press releases• Engage fans through creative content• Think of your page in terms of being for your fans, not being for your brand• Hypertarget with Social Ads and with Updates• Give fans reasons to post content on your profile page• Worry less about developing a custom good application, and worry more
about creating good conversation• Monitor conversation• Thank and respond to the positive• Respond even more diligently to the negative!
Facebook Contests
• Supply a Demand- Give something away that’s not easily accessibly by everyone. If you give something away people can’t get anywhere
• Make it Viral- Utilize social media to incorporate viral elements into entering your contests. This increases the awareness and reach of your promotion. There are several ways I generally allow people to enter my contests. They include retweeting my contest on Twitter. Joining my Facebook page which grows my fan base so more people receive the content I put out and subscribing to my YouTube channel so my videos are viewed by influencers in my industry and so on. Take this even a step further by encouraging contestants to enter by submitting user generated content. Ask people to create blog and vlog entries.
• Keep it Simple- make sure the rules and conditions of your contest are very easy and clear• Collect Information- Make sure you have a way to collect contact information so you have a
way to reach out to contestants in the future and contact the winner• Have Fun!- Get creative and add fun elements to your contest! This increases the chances
hype you’ll receive. The best way to do this is to ask contestants to create user generated content as mentioned above. This really engages your audience and gives them an active way to participate in your community.
Use current fans to drive invitations to your FB page
• FB currently has no limit on the number of fans that users can invite to a public profile
Create Contests Often
• Most of the time it is better to give away more things more frequently than a large grand prize less often– Ticket giveaways– Gift certificates– Product giveaways (for partners, advertisers)
Effective Use of Tabs
• Customize them and feature a different application on each tab
• You can target social ads to hit different tabs• Use the settings to determine where fans and
potential fans land – they can see something different
• Custom landing pages – if we can’t do a unique landing page, then we can direct them to the boxes tab and rename it.
• Vanity URLs
IKEA: photo tagging genius
http://www.youtube.com/watch?v=0TYy_3786bo
Budweiser asks consumers to help select which commercial to show during the big game
Adobe• Adobe’s “Real or Fake” campaign
included a gameon the company’s page, where users guessed whether an image was real or manipulated in Photoshop.
• Adobe describes its results: “About 10% of our page visitors played the game and, of those who played, 6% clicked the “Share” button at the end of the game, and 6% clicked “Buy Now” at the end of the game. Due to this game and media placement, our page received over 6,000 new fans too.”
Verizon: Incognito Contest
Nutella
It started with a Fan
CM Photographics targeted their exact demographic by relationship status on Facebook
Best Buy asked fans about their favorite Vampire movies and then put them all on sale
IMAX:Design your own dragon• http://www.facebook.com/note.php?note_id=10150089657925357#!/
IMAX
Access Trips: Wildfire powered promo
Nature’s Own: Earth Day – includes email collection
Inglesina Baby: with FB Connect
http://apps.facebook.com/sweepstakeshq/contests/20285?_fb_fromhash=2323ee6f189e1644e522d0219f634f90
Flip Video Contests: No App
Quizzes
Daily Grommet
Odwalla
Bing: Ad inside Farmville
Rita’s
Right Guard and The Phoenix Suns
Sacrifice a Friend
Jamba Bucks
Blendtec – Will it Blend?
• Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign
• Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout
• Launched the website WillitBlend.com and a YouTube channel
http://www.youtube.com/blendtec
Blendtec – ROI
• Videos went viral generating “millions of dollars in brand recognition”– Channel Views: 3,469,098– Subscribers: 183,949
• Online Blendtec blender sales increased 500%
• The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
Charity: Water – From Twitter to Africa
• September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.
• Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well
• The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
Charity: Water - $250,000 raised
• January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:
– 202 real-life meetups across the globe, hosted by volunteers
– $250,000 USD raised at these events
– 55 wells are planned across Africa & India
Charity: Water – Breakthrough Exposure
• April 09: The first "well that Twitter built" is dug
• April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support
• Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
Charity: Water – Phase 2
• Social media campaign expands:
– Staff post Twitter updates delivering the results of donations
– Website hosts videos of drilling progress made in Africa
– A driller tweets live from Central African Republic
– Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater
– Facebook Causes page with over $61,000 donated
Engaging with People: Starbucks asks for ideas
My Starbucks Idea
People vote
The best ideas are implemented
T-Mobile: An emotional connection
18.5M views to date
Instead of a 2010 Super Bowl ad… Pepsi decided to give
money away
Doing good: Pepsi Refresh Project
Based on community voting
GAP: Extending the brandInteractive Facebook page
Facebook refers more traffic to calacademy.org than any site but search engines.
~6000 visits monthly.
Building the web audience: California Academy of Sciences
Location-based tools
FanAppz
Options: Fan Appz
Involver Free Apps
Involver
Involver
• Us Magazine Slide Carousel– http://www.facebook.com/UsWeekly?v=info#!/UsWeekly?v=app_65777107362
Involver• Clarins Landing Page: What’s New Tab
Sara Lee: Saga Solvers
Photo sharing
THE TOOLS
o Photo sharing sites give you a place to upload and organize your photos
o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
Photo sharing
THE TOOLS
o detail the launch of a new product, from initial sketches to the launch party
o promote special events, charitable campaigns, and awards ceremonies
o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
Photo sharing
THE TOOLS
Doo tag your photos with relevant
keywords
o use your web site address or brand name as your Flickr screen name
o upload quality photos of your products/services, and things related to your business
o link prominently from your web site to your Flickr photostream
Don’to stuff linked keywords into your
photo descriptions or comments
o plaster your URL all over the photos you upload
o discourage people from using your photos (as long as they provide attribution such as a link back to your website)
Video sharing
• helps you gain exposure and direct traffic back to your website
• sparks interest without a hard-sell
• videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
• videos can be a place to showcase your leadership in a field, and spread customer testimonials
Video sharing
Do• be informative, useful, or
entertaining
• create a summary and detailed description
• post video replies to others
• allow commenting and participate in the conversation
• save bandwidth costs on your website by hosting videos on YouTube
Don’t
• just upload infomercials
• be afraid to experiment until you find a formula that works.
• pull down other people’s videos showcasing your product for copyright infringement
• make your video longer than it needs to be – keep it concise and entertaining