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Contest and Giveaway Marketing on Facebook and Twitter
By Brian Chappell
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Don’t Take My Word For it
• 50% More Fans When You Run Contests and Giveaways
• 82% of consumers are willing to give personal information for 100$ contest and giveaway
Source: Jupiter and Forrester Research
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Contests and Giveaways Are Tools
• Facebook and Twitter are the viral mechanisms.
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The Prize is very important
• The Prize: Think about the audience– iPad as the prize = cookie cutter
• The hook
• Keep the momentum going
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Contests
• Winners are selected by judges and public vote or a mix of both.
• Public vote can go viral.
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Voting Mechanisms For Contests
• Facebook Voting Mechanisms• Comments• Likes
• Twitter Voting Mechanisms• Retweets• Hash Tag
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Don’t Forget About The Links
• Integrate extendable assets such as voting widgets so users can embed on their blogs.
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Other Successful Variables To Implement
• Let users vote once a day
• Setup a clear timeline that creates incentive to enter
• Setup clear calls to actions
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Giveaways
• Randomly choose winners
• Entry methods • Facebook Comments• Facebook Status updates• Tweets• Filling out a form hosted on Facebook
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Details Are Critical
• Counting entries can be a major hassle
• Leverage Twitter and Facebook API to count entries• Run Cron jobs• Utilize Database integration• Twinbox
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Legal Specifications
• Facebook Promotion Guidelines - http://kl.am/btRv
• Government guidelines vary from state to state
• Consult a lawyer
• Rule out states that are problematic• RI, NY, Florida
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Facebook FBML Loophole
– Create custom FMBL page that only lets Facebook fans see the giveaway or contest.
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Contest and Giveaway Platforms
• Strutta• Wildfire• Votigo• Twideocontest
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Wildfire
• Great for small businesses• Starts at 5$ per campaign and goes up to 15$k for white
label
• WYSIWYG editor • Standard plan allows export of user info
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Spam Considerations
• Block IP’s• Captchas• Contest platforms take care of the heavy lifting
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Namecheap Twitter Example
• Namecheap Twitter Giveaway• First of three @replies with correct answer to questions
• Prize was a one year domain registration
• Consistent giveaways• Follower count grew from 200 to 4000 in the first month
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Good Mood Gig Contest Example
• Good Mood Gig Contest• Users begged for votes via Facebook and Twitter• Bounce rate 15% on Facebook and 32% on Twitter• 110,000 visitors over 3 months for Facebook• 30,000 visitors from Twitter
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Round Up Your Friends
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TJ Maxx Facebook Giveaway
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Summary
• Having contests/giveaways increases fans significantly
• Multiple entries and votes creates viral campaigns
• Increase awareness via post contest call to actions