you may have already won: how to run an online contest or sweepstakes
DESCRIPTION
This presentation was given at the 2012 Digital Impact Conference in NYC. Presenters Ben Pickering, CEO of Strutta, and Sandra Fathi, President of Affect, discuss how to develop, manage and promote your online contest.TRANSCRIPT
![Page 1: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/1.jpg)
HOW TO RUN A WINNING ONLINE CONTEST
Ben Pickering | CEO |
1
@sandrafathi @teamaffect@bpicks @strutta
Sandra Fathi | President |
Monday, 2 April, 12
![Page 2: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/2.jpg)
SPEAKER BIO – SANDRA FATHI
Sandra has spent the past 15+ years helping technology companies achieve their communications goals through public relations, social media and marketing.
Prior to founding Affect in 2002, Sandra led corporate communications and investor relations for RADVISION, a provider of video conferencing infrastructure products. Earlier in her career, she was on the technology team at Edelman Public Relations Worldwide, where she specialized in the networking, telecommunications, computer hardware, software and Internet business verticals. While at Edelman, some of Sandra's clients included Ericsson, EDS and Microsoft.
Sandra is the immediate Past President of PRSA NY Chapter and Past President of PRSA's Technology Section. Her commentary has appeared in PR Week, Marketing Profs, Bulldog Reporter and DM News, and she has speaks frequently at industry events.
A New York native, Sandra attended New York University and graduated from Hebrew University of Jerusalem with a degree in International Relations.
2011 PR News People Awards PR Professional of Year, Finalist2010 Bulldog Awards PR Agency Professional of the Year2010 PR Source Code 'Top Tech Communicators' Awards, Honorable Mention2009 PRSA New York President's Award
Monday, 2 April, 12
![Page 3: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/3.jpg)
Ben joined Strutta as CEO in September 2009 and has been involved with online media for more than ten years. Prior to Strutta Ben worked at Yahoo!, where he held a variety of strategic roles within the company’s display advertising business. While at Yahoo! Ben played a key role in the first large-scale consumer promotion utilizing user generated content: Doritos Crash the Super Bowl. Now he's thrilled to be able to offer marketers of any size the ability to create equally engaging experiences using the Strutta platform.
SPEAKER BIO - BEN PICKERING
3
As a writer Ben has appeared on Mashable and as a featured contributor to Social
Media Examiner. He has also been asked to speak on the topic of social media contests and promotions at events such as Likeable Media’s #LikeableU Summit and the Public Relations Society of America Digital Impact Conference.
Ben holds a bachelor's degree in Economics and an M.B.A., both from Stanford University.
Monday, 2 April, 12
![Page 4: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/4.jpg)
1. Why run a promotion
2. Common types of promotions
3. Basics of promotional law
4. Planning your promotion
5. Tips for a successful promotion
6. Awesome case studies
AGENDA
4
Monday, 2 April, 12
![Page 5: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/5.jpg)
WHY RUN A PROMOTION?
5
Monday, 2 April, 12
![Page 6: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/6.jpg)
THE EVOLUTION
6
From this... To this
And this
Monday, 2 April, 12
![Page 7: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/7.jpg)
GOING BACK EVEN FURTHER
7
Napoleon Bonaparte
Nicolas Appert
Monday, 2 April, 12
![Page 8: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/8.jpg)
BENEFITS OF RUNNING A PROMOTION
1. Generate leads and sales
2. Drive traffic online <-> offline
3. Increase brand equity
4. Engage and delight customers
5. Grow fan base, generate opt-ins and subscribers
6. Gain user data and insight
7. Collect consumer generated content
8
Monday, 2 April, 12
![Page 9: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/9.jpg)
COMMON PROMOTION TYPES
9
Monday, 2 April, 12
![Page 10: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/10.jpg)
10
SWEEPSTAKES
CONTEST
Chance based promotion
Skill based promotion
VS
Monday, 2 April, 12
![Page 11: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/11.jpg)
SWEEPSTAKES
Monday, 2 April, 12
![Page 12: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/12.jpg)
12
OTHER SOCIAL SWEEPSTAKES
Enter, Tweet or Comment to Win
• Follow @
• RT or #CONTEST
• Blog comment
Winner selected at random
Monday, 2 April, 12
![Page 13: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/13.jpg)
WINNING!
•Good Design
•Clear Call to Action
•Simple Entry Form
13
Monday, 2 April, 12
![Page 14: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/14.jpg)
14
CONTEST
Monday, 2 April, 12
![Page 15: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/15.jpg)
UGC PROMOTIONS
Skill Based
•Public voting / Closed judging
•What are the entry requirements
•Collect only information you need
•What is the criteria for winning
•Keep it simple!
15
Monday, 2 April, 12
![Page 16: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/16.jpg)
REWARDING PARTICIPANTS
•Coupons
•Free Samples
•Other Incentives
•Encourage and Have Fun
16
Monday, 2 April, 12
![Page 17: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/17.jpg)
PROMOTIONAL LAW
17
Monday, 2 April, 12
![Page 18: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/18.jpg)
18
BASICS OF PROMOTION LAW
Promotion containing all 3 deemed an illegal lottery
1. Prize• Anything of tangible value
2. Chance• Any random selection of winner, absence of skill
3. Consideration• Purchase or Payment
• Substantial effort
• Possible with UGC contests but more theoretical than practical risk
• Liking a Page, sending a tweet not “substantial effort”
Must eliminate 1 of 3
Monday, 2 April, 12
![Page 19: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/19.jpg)
FACEBOOK PROMOTIONS GUIDELINES
Don’t• Administer a promotion directly on your Page or use Facebook features as an entry or voting mechanism
• Automatically enter someone for Liking, posting a photo or comment
• Use a Like button for voting
• Use Facebook channels to notify winners
19
Monday, 2 April, 12
![Page 20: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/20.jpg)
20
FACEBOOK PROMOTIONS GUIDELINES
Do
• Use a 3rd party application
• You can require a user to Like your page or check-in to a location provided the promotion is administered through an app
• Be sure your promotion includes the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
c. Disclosure that the participant is providing information to (disclose recipient(s) of information) and not to Facebook.
Monday, 2 April, 12
![Page 21: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/21.jpg)
UNIQUE ISSUES FOR TWITTER
The Twitter disclosure challenge• 140 character limit makes disclosure of any material terms, rules or privacy
policy challenging
Risk Mitigation• Reference official rules/URL
• Tweet abbreviated rules in several messages
• Consider use of tiny URL or cmp.ly
21
Monday, 2 April, 12
![Page 22: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/22.jpg)
PLANNING YOUR PROMOTION
22
Monday, 2 April, 12
![Page 23: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/23.jpg)
KEY PLANNING QUESTIONS
Do you have time and resources to plan and execute? Beware the “Field of Dreams fallacy” (i.e., if I build it they will come)
Do you have clear and realistic goals? Enable it to “go viral” but don’t count on it
Do you know what your audience wants? Have a premise and prize targeted to your audience
Do you understand applicable rules and regulations? What platforms are you using and how do you want to administer
23
Monday, 2 April, 12
![Page 24: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/24.jpg)
ALIGNING WITH BUSINESS OBJECTIVES
1. Crystallize goals & objectives before launching a promotion
2. Design promotion to achieve these goals
3. Tailor program to focus on and attract your target audience
a. Consider safeguards in rules and regulations
b. Raise the barrier for entry
4. Identify Key Performance Indicators (KPIs)
5. Build in milestones and triggers for measurement
6. Calculate investment vs. return
Monday, 2 April, 12
![Page 25: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/25.jpg)
CHOOSING YOUR PROMOTION TYPE
25
Monday, 2 April, 12
![Page 26: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/26.jpg)
TIPS FOR SUCCESS
26
Monday, 2 April, 12
![Page 27: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/27.jpg)
TIPS FOR RUNNING YOUR PROMOTION
Plan Ahead One of the biggest reasons promotions fail is due to lack of planning. Plan for when things don’t go according to plan!
Don’t Over-Complicate Favor execution over concept - i.e., a concise message, clear call to action, and good UI will outperform “clever but complex.”
Leverage PartnersMarketing partners/sponsors can expand the reach of your promotion and provide additional marketing channels. They can also help increase the prize value, making it more attractive to entrants.
Technology partners with platforms and social media tools can make it easy to create and manage a promotion.
27
Monday, 2 April, 12
![Page 28: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/28.jpg)
TIPS TO BUILD BUZZ
1. Make it easy to share 2. Post regularly on Facebook (use “Pinned Post”)3. Leverage other social networks (Twitter, G+)4. Promote on your website
5. Email existing customers
6. Enlist sponsors to cross promote
7. Identify influential blogs (or other media)
8. Use UGC entries for content marketing
28
Monday, 2 April, 12
![Page 29: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/29.jpg)
TIPS TO BUILD BUZZ
1. Make it easy to share 2. Post regularly on Facebook (use “Pinned Post”)3. Leverage other social networks (Twitter, G+)4. Promote on your website
5. Email existing customers
6. Enlist sponsors to cross promote
7. Identify influential blogs (or other media)
8. Use UGC entries for content marketing
28
9. And in case you missed it... Make it easy to share
Monday, 2 April, 12
![Page 30: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/30.jpg)
PROMOTING YOUR PROMOTION
1.Build and budget for effective marketing plan (pre and post)
• Public Relations
• Marketing
• Social Media
• On-site/In-store
• POS
2.Leverage existing and new company assets to achieve KPIs
3.Stack the deck –- seed entries
4.Plan for contingencies
• Additional marketing budget
• List purchase/email marketing solicitation
• Public take-over
• Crisis communications
Monday, 2 April, 12
![Page 31: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/31.jpg)
TECHNOLOGY PARTNER OR PLATFORM
1. Custom vs. Standard Build
2. Expertise vs. Experiment
3. Social Media Tie-ins
4. Budgetary Constraints
5. Time-to-Market
6. Internal Resources
Monday, 2 April, 12
![Page 32: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/32.jpg)
NEW YORK INTERN PROJECT
31
Monday, 2 April, 12
![Page 33: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/33.jpg)
NEW YORK INTERN PROJECT
Monday, 2 April, 12
![Page 34: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/34.jpg)
GOALS & OBJECTIVES
1. Generate Awareness for the Agency
• Drive public relations
• Increase social media engagement
2. Proof of Concept: Run a Successful Contest
• Gain valuable experience and insights
• Train our internal team
3. Find an Intern
• Summer Internship Slate
• Potential Full-time Employee
Monday, 2 April, 12
![Page 35: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/35.jpg)
CONTEST REQUIREMENTS
1. Student, 18 or over
2. Legal US Resident
3. Upload Photo or Video
4. Fill Out Questionnaire
5. Solicit Votes & Comments
Top 6 Advance to Semi-Finals
Top 3 Flown to NY for Interviews & Challenges
Judges Pick Winner
Monday, 2 April, 12
![Page 36: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/36.jpg)
Flight Plan
Monday, 2 April, 12
![Page 37: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/37.jpg)
MARKETING PLAN
1. Prompting Action
2. Setting Milestones
3. Setting Triggers
4. Tracking & Measuring
5. Analyzing Results
Monday, 2 April, 12
![Page 38: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/38.jpg)
CELEBRITY JUDGES
1. Lend Credibility
2. Built in Promotional Mechanisms
3. Objective Judging
Monday, 2 April, 12
![Page 39: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/39.jpg)
BRAND REPUTATION MANAGEMENT = MODERATION
1. User Generated Content
• Copyright Issues
• Language
• Comments
• Inappropriate Content
2. Public Voting & Fraud
3. Media Monitoring
4. Social Media Monitoring
5. Communicating Results
Monday, 2 April, 12
![Page 40: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/40.jpg)
MEASUREMENT
Monday, 2 April, 12
![Page 41: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/41.jpg)
MEDIA , SPEAKING & AWARDS RESULTS
Monday, 2 April, 12
![Page 42: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/42.jpg)
RESULTS & ROI
Monday, 2 April, 12
![Page 43: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/43.jpg)
ADDITIONAL CASE STUDIES
42
Monday, 2 April, 12
![Page 44: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/44.jpg)
43
RESULTS & ROI
Culver’s
Monday, 2 April, 12
![Page 45: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/45.jpg)
44
RESULTS & ROI
Tourism Newfoundland!""#"""$%&'($)(%*+,*-./')
!"#$%&$'%()*+
,)-'./0!+*!12$,34'3)$%
!"#"$%&"'&()*$%'+,*-*.$+#&
./01+2+&3
Monday, 2 April, 12
![Page 46: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/46.jpg)
!"#$%&'(%)*'+,(%-*+.
/+,0*%1&
45
!"#$%%$&'()*+",$+-.
RESULTS & ROI
Ultimate Wedding Contest
!"#$%"%&'##'()*(+,-%."-+
Monday, 2 April, 12
![Page 47: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/47.jpg)
1. Why run a promotion: Engagement, Data, Leads ->Sales
2. Common types of promotions: Contest vs. Sweeps
3. Promotional law and FB guidelines: Know the rules
4. Planning your promotion: Set clear and realistic goals
5. Tips for a successful promotion: Keep it simple, Partner up
6. Case studies: How can a promotion work for you?
RECAP
46
Monday, 2 April, 12
![Page 48: You May Have Already Won: How to Run an Online Contest or Sweepstakes](https://reader034.vdocuments.net/reader034/viewer/2022051512/5404ae7d8d7f72a6768b4824/html5/thumbnails/48.jpg)
THANK YOU!
Any questions?
47
Ben Pickering | CEO |
1
@sandrafathi @teamaffect@bpicks @strutta
Sandra Fathi | President |
Monday, 2 April, 12