CANADIAN AGRICULTURE SAFETY ASSOCIATION

WIN BIG WITH A SOCIAL MEDIA CONTEST

CHALLENGE

Many businesses and non-profit

organizations find it challenging to

build an effective social media presence.

The two most common challenges

Sherpa sees its clients face are:

1 Struggling to build a strong

social media following.

2 Effectively engaging the audience

to further nurture the relationship

between the business/organization

and its followers.

– Social Media Hub

OPPORTUNITY A social media contest is an effective

way to grow a social media presence

and engage users. People are enticed

to engage with your business organization

because they receive something in

return for a simple follow, share,

retweet or #hashtag.

If there’s one sure thing in this world, it’s

that people like free stuff! If you want to

attract someone in your personal network

you might pick up the dinner cheque

in hopes that they pay you a little more

attention. Marketing works in the same

way... give a little, to get a little!

Simplified Contest Entry Form –

Sherpa recently partnered with the

Canadian Agriculture Safety Association

(CASA) to create a campaign that

promoted awareness of safe

farming practices.

Contest entry was designed and

programmed to be dead simple. A

participant was asked to share a few

words, photo or short video of what

makes them a farm safety champion.

Contestants were able to share their

story on CASA’s Facebook Page with

the hashtag #GrowSafety, send a Tweet

or post a photo on Instagram with the

hashtag #GrowSafety. If they didn’t use

social media tools, participants could

submit their story through a digital entry

form on CASA’s microsite growsafety.ca.

CONTEST

SOCIAL MEDIA AGGREGATOR

Sherpa created a microsite which

featured a social media hub stream

where #GrowSafety posts from Facebook,

Twitter and Instagram were curated by

contest administrators and aggregated

into one place. Through the hub stream

users were then able to view all of the

approved posts and connect with fellow

farm safety champions.

METRICSTWITTER

The results were quite impressive

on Twitter as CASA generated

84 new followers, 203

mentions and 143 Retweets.

GROWTH

FACEBOOK

Results were equally as impressive as

CASA witnessed 109 new likes, in addition

to a strong increase in page engagement

and total reach.

· Page Engagement: The number of

people who engaged with your Page.

Engagement includes any click

or story created.

· Total Reach: The number of people

who have seen any content associated

with your Page.

MICROSITE

The GrowSafety microsite received 1,663

Pageviews from 818 unique users. Not

only were users visiting the website to

learn more and connect with others,

over 60 users submitted their story

directly to growsafety.ca.

The website was created to have

“stickiness” to keep users coming

back to connect with others.

Sherpa and CASA successfully reached

the niche market of farmers and their

families. CASA grew its social media

following substantially and engaged users

effectively to promote awareness of safe

farming practices. Moreover, we were able

to avoid “contesters” that make a hobby

out of entering hundreds of contests

in the hopes of winning prizes - even

though they have no association to the

brand or cause. CASA will now shift its

focus toward nurturing its relationship

with the expanded audience.

By promoting and aggregating user

generated content, Sherpa was able to

facilitate peer-to-peer marketing. Users

were able to endorse the contest amongst

their peer groups and get others involved.

Growing your following is only half the

battle. The real challenge is keeping your

audience engaged. It’s important for

businesses and organizations to adopt a

content marketing strategy to strategically

communicate to their audience.

INSIGHTS

“The #GrowSafety contest created excellent engagement with

our audience and created buzz around Canadian Agricultural Safety Week.”

“The #GrowSafety contest created

excellent engagement with our audience

and created buzz around Canadian

Agricultural Safety Week (CASW). CASA

was pleased with Sherpa Marketing’s

expertise in designing a contest website

that fit the CASW brand.

Additionally, CASA enjoyed the easy-

to-use social media aggregator which

effectively showcased the #GrowSafety

entries from a variety of different social

media platforms.”

-Robin Anderson Communications Officer at CASA.

TESTIMONIAL

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