We’ve added three new, exciting features to Promotion Builder: Entry Form Likes and Followers, Entrant Demographics, and User Generated Content Categories.
User Generated Content Categories
With the updates to Promotion Builder, you can now create multiple categories within your user-generated contests, allowing you to run several sub-contests within a larger single contest. For example, if you were running a user-generated photo contest that asked your Fans to submit the cutest picture of their pet, you could create groupings of the photos based on the type of pet. From there, you can apply Promotion Builder’s existing features to your categories; you can apply one of our four winner selection formats and control when and how the users vote for each one.
What does this mean for you and your users? First and foremost, the feature gives you increased flexibility and control over your contest. For example, you can create a gallery featuring the pictures in each category for easy separation and a specified voting process. It also provides your users with additional chances to win the contest, and gives you the chance to further specialize the prizes to increase relevance and value for your consumers.
Check out the Intrepid Sea, Air and Space Museum promotion below for a great example of how a brand used UGC categories to allow more tailored entries to their contest.
Warning! The next two awesome features are only available on our white label product!
Entry Form Likes and Followers
Our platform now allows you to track how many new Likes and Followers your Fanpage and Twitter receive from the Like and Follow buttons in the campaign itself. This means that, in addition to seeing how many Likes you have received since your promotion began (using our Monitor product), you can also see how many of those new Likes came directly from the campaign user interface. (In other words, you’re able to see return on investment in action.) The same works for new Twitter followers and the Twitter integration feature in a campaign. Whenever you run a White Label campaign that includes a Like button on the entry form or Twitter integration, the advanced Like and Follower analytics, respectively, will automatically be included in your campaign analytics. If your campaign includes both an entry form Like button and Twitter integration, both the Like and Follower analytics will be available to you.
This screenshot shows how these data appear within your campaign analytics:
Entrant Demographics
This new feature allows you to gather the age, gender, education, and location data for entrants throughout the lifetime of your campaign. You can have access to our advanced Entrant Demographic analytics simply by running a campaign which asks users for extended Facebook permissions. Unlike Facebook insights for a given application, these demographics show you who has actually entered the promotion; Facebook insights demographics relate to any user who has interacted with the application, which could include users who dropped off and did not enter.
Demographic data will be visible in a given category once your campaign has at least 25 entrants with Facebook profile details in that category. For example, once your campaign has 25 entrants who have defined their location in Facebook, the location demographic data will appear.
This screenshot shows how these data appear within your campaign analytics:
Standard vs. Extended Permissions
Worried that extended permissions will hurt your entries? We have conducted tests on the rate at which users grant permissions when presented with the requests for permission box shown below. In our tests, the grant rate dropped between 1 to 3% when using extended instead of standard permissions, depending on the type of contest format used. As the campaign administrator, you always have the option to use standard permissions if you prefer the more streamlined user experience over the demographic data that extended permissions provide.
These two screenshots show the difference between standard and extended Facebook permissions from a user’s perspective:
Given the very slight drop off in grant rate, we highly recommend that our customers use this extended permissioning to get to know their entrants better.
We’re excited about all the new features that will make your promotions even more effective! If you’ve already used any of these features, tell us what you think.
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