TIP # 1: MAKE IT SOCIAL The power of Facebook and Twitter is that they enable users to share your brand with their friends. So to really make the most of Facebook and Twitter, you should look for ways to make your promotions inherently social. For example:
● If you’re running a user generated contest be sure to allow the public to vote. Entrants will contact all their friends to encourage them to vote and thus help spread the word about your brand.
● If you are running a sweepstakes, make it social by offering a Group Prize (e.g. "concert tickets for you and your 5 best friends") and ask entrants to invite the 5 friends they'd want to share the prize with or offer a Referral Prize (e.g. award a prize not only to the winner but also to the person who referred the winner).
Check out an example of a currently running Group Deal that's highly social,the W Scottsdale Group Deal-- a certain number of people are needed to get the deal, so if a user wants to purchase the deal, he will want to share it with friends to reach the deal tipping point!
TIP # 2: KEEP IT SIMPLE & EASY
In our experience, the simpler and easier you make it for consumers to engage with your promotion, the better your results will be. For example, if you’re running a sweepstakes, don’t ask for any more information from users than you need - the shorter the entry form or the less steps required to engage, the more people will enter. If you’re looking to collect user generated content, ask for things that consumers have readily available like vacation, pet, hobby or family photos. And if you run a video contest, be aware that these get far fewer entries than photo contests because of the effort required to create and upload a video. On the flip side, generating a few great video entries may serve your goals better than receiving hundreds or thousands of photo entries - especially if your goal is to create customer generated content that you can use in your marketing materials.
Pictures of a user making a funny face are easier to take and submit than creating a whole video.
[caption id="attachment_986" align="aligncenter" width="354" caption="Pictures of a user making a funny face are easier to take and submit than creating a whole video."]
[/caption]TIP # 3: TAP INTO PASSIONATE COMMUNITIES We've found that campaigns that tap into people's passions and interests play a greater role in determining the success of a campaign than do factors like the value of a prize or even, in many cases, the size of an advertising budget. Campaigns that involve pets, children, charities, hobbies (e.g. surfing), music, and other interests are consistently among the most successful we see. For example, we had a non-profit run a pet-related photo contest that got over 10,000 photo submissions in one week with no advertising budget and a tattoo parlor that got thousands of submissions to their 'best tattoo contest' with limited marketing. Target your ads to your specific demographic for best results.
[caption id="" align="aligncenter" width="376" caption="The P90X promotion generated hundreds of entries from people passionate about working out and staying fit."]
[/caption]TIP # 4: COMMUNICATE! Once your promotion is up and running, don’t forget to publicize it to your existing fans, followers and newsletter subscribers on a regular basis. At a minimum, message your fans once when you launch the promotion, once during the middle of the promotion and once a few days before it ends. For highly successful tips to ensure that your fan updates get maximum exposure, click here: http://bit.ly/bOYnE8
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