Creating Online PromotionsThe principles for developing and implementing Online promotions

Fall 2013

Introduction

The Social-Web offers a one of a kind opportunity for companies of any size, a unique opportunity to engage with their consumers and incentivize action.

Online promotions are easy to create, implement, and a great way to energize your community and excite them about your brand.

About UsAt Dailybreak Media, we're creating robust, multifaceted branded engagements for some of the biggest brands in the world.

In this presentation, we'll cover the very basics for developing, creating, implementing and analyzing your own online promotions. For more information about Dailybreak Media promotional services, contact Advertising@DailybreakMedia.com

Promotion Defined

Promotionpro·mo·tion; noun - the act of furthering the growth or development of something; especially, the furtherance of the acceptance and sale of merchandise through advertising, publicity, or discounting.

How Online Promotions Differ

What’s Different About Online Promotions?

Online promotions utilize the fundamental basics of promotions and bring them online. duh!

That said, what is unique about promotions is that are implemented using today’s social web, brands are able to spread their message across their existing user/customer base, as well as, attracting the attention of new potential users/customers.

How to Create an Online Promotion

Dailybreak Media has identified the 4 core steps for creating a successful online promotion.

Using these principles, you’ll understand the fundamentals for launching your own online

promotion.

PHASE ONE: PROMOTION PLANNINGDwight Eisenhower once said, “Plans are nothing; planning is everything.” Every great promotion begins with proper planning.

In Phase One of our process, we’ll take a look at the steps for promotion planning.

1.1 Identify Your Goals

Without identifying what your objectives are for running your promotion, where are you?

Take time to discern what you want to achieve with your promotion and make a plan to reach those goals.

Ask yourself…What are we trying to accomplish with this

promotion?

Consider ThisDetermine what you’re looking to achieve with

your efforts to make sure you take the right steps to getting there.

1.2 What’s Your Incentive?

One of the most successful mechanics for garnering participation in a promotion is incentivizing user participation.

What's the incentive for participating or interacting with your promotion?

Determine what the best solution for motivating your users to participate in your efforts. Make sure it's feasible, within your means, and can be easily fulfilled.

Ideas for an Incentives

Coupon/DiscountMonetary RewardExclusive AccessVirtual Currency

Etc.

1.3 What’s Your Ask?

To put it more simply, what are you asking people to do to be eligible for the promotion?

There is an endless number of options for what you can ask of your audience and this is a great opportunity to be creative.

Also consider the complexity of your request. If you make the barrier of entry difficult, you may find this will affect your results.

Consider ThisIs what you’re

asking users to do worth what you’re

giving them in return?

1.4 Where Will This Live?

It's also important to think about where this content is going to exist. Will you be putting this on your website, brand Facebook, Twitter, etc.

Every site has different parameters, expectations, and this may effect how you promote your promotion.

Consider where your content will live and how you'll promote in through those channels.

Consider ThisImagery on

different social channels have different ideal sizes. Consult

those sites before creation.

PHASE TWO: PROMOTION CREATIONOnce you’ve gone through the process of planning your promotion and outlined how your promotion is going to work, it’s time to create it!

In Phase Two of our process, we’ll share insight in some best practices for constructing your promotion

2.1 Clear & Concise Copy

One of the most challenging things about writing online, is making it clear and easy to understand. When you're writing the copy for your promotion, remember to keep it simple.

Stay away from jargon. The reader should be be able to have a clear understanding of; what they're reading, what you're asking them to do, and what's in it for them.

Consider ThisUse trigger words

to gain the attention of the

reader. Words like, “Help”, “Share” and “Win” are a great place to

start.

2.2 Creative Imagery

The old adage that a picture is worth a thousand words, couldn't be more true in todays social web. Creating exciting imagery is an important component to the success of any online promotion.

Remember to create something that is:• branded • conveys all appropriate messaging • easily sharable

The better and more creative your imagery appears, the more eyes it will catch and the better your results will be.

Consider ThisFacebook rewards

good content. Algorithmically,

Facebook’s “Edge Rank” will surface content that is of

quality and is doing well, display it to

more people.

PHASE THREE: PROMOTION EXECUTION

You’ve planned your promotion and made our creative elements. Now it’s time to release your efforts to the world!

In Phase Three of our process, we’ll take a look at the steps you’ll need to take to commence your promotion efforts.

3.1 Publicize Your Promotion

Your work is all for nothing unless you proactively take the proper steps to publicize and raise awareness of your newly created and launched promotion.

Utilize a variety of methods at your disposal to drive traffic and garner the attention of your existing community of users/customers. You can, and should, encourage your community to share your promotion as a part of your ‘ask’ or as a feature of your campaign.

Consider ThisTo attract individuals outside

your community, consider trying your marketing efforts outside

traditional channels you’ve always used.

3.2 Ongoing Moderation

Online promotions aren't a 'set it and forget it' kind of effort. It's very important to keep a close eye on the progress of your promotion to ensure the highest quality results.

With ongoing moderation, you can see to it that submissions are legitimate, of requested quality, and also provide on going feedback to improve the caliber of future submissions.

Consider ThisCreate a plan or setup notifications to help

ensure you stay on top over your moderation

efforts.

PHASE FOUR: PROMOTION ANALYSISYour first promotion is over, now what?

In Phase Four of our process, we’ll take a look at how to evaluate your promotion, measure your success and use the findings.

4.1 Measure The Results

Take a look at data at the conclusion of your promotion to fully understand the success of the campaign and how you can use this information to better market to your audience.

You can also use the submissions as an opportunity to engage with your new prospects.

Consider ThisDuring your planning efforts in Phase One, you may want

to identify specific KPI’s which will serve as a measure of

success for your promotion.

About Dailybreak MediaDailybreak is a native engagement platform designed to drive brand participation and consumer action at scale through digital, promotional campaigns. For brand marketers, Dailybreak offers a turnkey, pay-for-engagement solution providing all game/contest creative, legal and a network of more than 25 million consumers. Dailybreak’s engaging, highly targeted content is delivered at zero risk for some of the world’s leading brands including Procter & Gamble, Dunkin’ Donuts, PUMA, Halls and Chevrolet.

Dailybreak Media OnlineWeb: DailybreakMedia.comTwitter: @DailybreakMediaBlog: “Actions Speak”

Contact Dailybreak MediaPhone: 1.617.451.1790Email: Advertising@DailybreakMedia.com Address: 100 North Washington Street,

Sixth Floor, Boston, MA 02114

Let Dailybreak Media help you run your next online promotion!