This white paper from Elon University's Interactive Media graduate program focuses on creating engagement on social media through contests.
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Social Media Contests 1
Social Media Contests 2 Table of Contents: Executive
Summary.....3 Planning Your Contest.....4 Running Your
Contest.....5 Concluding Your Contest....6 Contest Ideas....6 More
Quick Tips..........8 Conclusion.10 About the Authors..........10
References..............11
Social Media Contests 3 Executive Summary Social media
continues to be a key way for businesses to build relationships
with consumers. By creating different games and contests, companies
are able to gain more exposure, generate leads and even increase
their sales. While larger companies may offer elaborate
sweepstakes, contests can be just as effective for small
businesses. Companies should consider using relevant rewards (such
as a free trial or being the Fan of the Week) and what social media
platforms their target audience uses. Small businesses can create
their own trivia or photo contest for little or no expense. With
defined goals and objectives, companies can analyze their business
growth while developing long-term relationships with their
clients.
Social Media Contests 4 Planning Your Contest Have Specific
Goals Before you decide what type of contest to run, it is
important to consider your goals. Do you want to more followers or
likes? Or maybe build a better connection with your current
followers? Knowing what your companys goals are will help you pick
what type of contest to run. More importantly, it will help you
evaluate the success of the contest. The more specific your
objectives are, the easier it will be to judge the ultimate
effectiveness. Know Your Audience After you have defined your
goals, consider your target audience. What are their media habits
and how will they be accessing your contest? Look at the social
platforms you currently use and find the ones where you get the
most audience engagement. Although a majority of users access
social games from their desktop computer or laptop, you should make
sure that your contest is also compatible with tablet and mobile
devices. Many users access their social networks exclusively from
these devices, so you want to make sure that the app versions of
social networks like Facebook and Twitter support the methods that
you utilize in your contest (photo-sharing, retweets, etc).
Rewarding Participants The reward for participants needs to be
appropriate to the goal and type of contest. If your company wants
to build relationships with its followers, having a Fan of the Week
might be a good reward. If you want to raise awareness about a new
product or service, a giveaway may work best. Whatever you offer,
make sure it is relevant to your business. While giving away an
iPad will be a quick way to get followers, those followers may not
be in your target market, help increase your sales or continue to
follow your social channels at the conclusion of the contest. You
may want to consider offering a small reward just for
participation. If you require email addresses to enter, you could
send a 10% off coupon just for entering. If you are running a
photo-sharing contest, you could offer a similar discount to users
who come into your store and show you on their smartphone that they
have shared your
Social Media Contests 5 picture. Users will be more likely to
participate when they know that they are at least getting something
out of investing their time, however little it may be. However, if
you intend to run a just for participating type of promo, be sure
to factor this in to your budget in addition to the funds you have
allocated for the main prize. If more people enter than you are
expecting, you will be obligated to potentially pay out more than
you expected or can afford. Tools to Use If you are worried about
managing all the entries of your contest, consider using a tool or
widget. From picking a winner at random to official entry forms,
there are elements of your contest that could benefit from using a
tool. While some widgets may cost more than your company can
afford, there are several Facebook options that are available for
free. ShortStack is a great example of a tool that can help you
create customized widgets with no coding knowledge. While the tool
is free for companies with less than 2,000 Facebook likes, it
offers a monthly billing option if you want to invest for
short-term usage. When and Where With defined goals and tools for
success, consider the when and where of launching your contest.
Depending on your target audience, different times of the week may
be more effective for announcing your contest. Where you promote
your contest is just as important. Is it only going on your website
or should you also put it up the companys social media accounts?
Should this be a special e-mail announcement or just included in
the next newsletter? Consider the companys current communication
channels and what has worked best for them in the past before you
start randomly posting. Also consider the physical location that
your contest applies to. If the contest is only eligible to
residents of the town that your business is located in, then you
need to specify this with any other disclaimers you write. You
never know how far your audience can expand when users are, for
example, sharing pictures for entries, and you do not want to be
caught having to pay large shipping expenses if you are offering a
physical prize. Legal Once youve decided what contest to run and
what platform to use, take a look at the social platforms rules and
guidelines. Facebook, Twitter and most other social media sites
will each have their own requirements for running a game on their
website. Even if you have run a contest on the site previously,
make sure the terms and conditions have not been updated.
Social Media Contests 6 While platforms will have their own
legal information posted, your company should do the same. The fine
print should clearly state all terms and conditions for your
contest. What are the specific dates? Are there any limitations to
winning or ways a user might be disqualified? Is another company
involved in the contest or sponsoring the prize? Though it may take
some extra time, clearly defining all elements of the contest and
making them easily available to public will help protect your
company from legal issues. Duration Picking the duration for your
social media contest is just as important as what type of contest
you wish to run. Studies have shown that the most successful
contests last between one and two weeks. Other successful contests
run around 60 days, while contests that last around 40 days have
the least success. Having a Halloween themed photo contest would
work best for a monthly schedule while having participants submit
photos of their summer vacations should be kept running during the
summer season. You want to ensure that your contest lasts long
enough for your goals to have a chance to succeed, but you also do
not want to draw it out longer than it needs to be. Budget
Budgeting for your social media contest is a lot like budgeting for
anything else in your small business. You want to make sure that
your business can afford any prizes that you may be offering to the
winner or winners of your contest. For small prizes, like t-shirts
and coupons, this is generally not an issue. However, if your
business is running a campaign where the winner of the contest
receives a larger prize, you want to make sure that you research
the cost and know exactly where the money is coming from.
Association and Motivation Associating your contests with things
like holidays or other special events are a great way to motivate
users to participate in your contests. For example, if your
business happens to be in retail, you could run a 12 Days of
Christmas contest, with one winner being picked each day over the
twelve days leading up to Christmas. If it is the 10-year
anniversary of your business, you could offer 10 prizes or a 10%
discount to
Social Media Contests 7 everyone that day. However, you should
not force a contest just because you think the days line up nicely.
Any association based contests, just like any other social media
games, should have a clear goal and not be forced. Running Your
Contest Monitor the Event Once the contest has begun, do not walk
away from the keyboard. If you are not getting a lot of entries,
consider sharing the promotion again so your consumers do not
forget to enter. Keep an eye on what consumers are saying. If you
are using a widget or app that stops working, comments and posts
will be a quick way to realize something is wrong. And, if someone
does complain, be prepared to address the issue and respond. Let
the participants know you are listening and are active within the
contest. Confirm Entry While running the contest, consider ways to
confirm entries. If you are collecting e- mail addresses, think
about having an automated reply going out to thank them for
entering. If it is a photo contest, add a comment wishing them good
luck. While it may not be possible to reply to every share or
retweet, acknowledging a few will let contestants know you care
about their participation. Concluding Your Contest Announce the
Winner After your contest has ended, publically announce the winner
and their prize. If you have a 2nd or 3rd place winner, you can
stretch the announcements out over a few days. Share their winning
picture or the trivia question they answered to keep the contest
and your company in consumers minds. Take this time to hint at
future promotions or contests. Analyze the Success While your
participants may have enjoyed your contest, did it help your brand?
Take a look back at your goals and analyze the results. Checking to
see if you have new subscribers or visitors is an easy result to
judge. An increase in sales or referrals may not be clear until a
few months after the promotion.
Social Media Contests 8 Keep Building the Relationship Even
though the contest has ended, your company has a great opportunity
to continue building relationships. Use these new connections to
keep consumers engaged and build your brand. Contest Ideas There
are many different ways to run a contest or game on your businesss
social media channels. The key lies in picking the correct type of
contest for the goal you want to achieve and for the prize you are
offering the winner. Photo Contests One type of contest that you
can run is based on photographs posted to your social media
channels. On Facebook, you could ask participants to like your page
and share a photo of your product to be eligible to win a prize.
Caption Contests have also proven to be successful on Facebook.
Post a photo and ask users to come up with a funny caption for the
image, and then pick a winner. You can also crowd source your
Facebook followers to help you with your contests. You could have
users submit a photo of them using your product, with the person
who submitted the photo with the most likes winning a prize at the
end of the contest. You could also pick the winner yourself based
on creativity, but by relying on Facebook likes, you can
potentially save yourself from negative user experiences that stem
from picking a winner arbitrarily. Video Contests While photo
contests are very popular on social media channels, video contests
could also be a good fit for your business. With the advent of
platforms like YouTube and Vine, it is easier than ever for users
to create, submit and share video content. You could ask users to
submit their best 6-second Vine of themselves using/wearing/etc.
one of your products, and pick a winner based on which one is the
funniest or most creative. Keep in mind that video generally takes
longer to produce than photographs, so the prize you offer for the
winner of your game/contest should be selected accordingly to
encourage the most participation from users. Fan of the Week There
are also ways to utilize photo and video contests in different
ways. One of these ways is a Fan of the Week contest. Ask your
users to submit a photo or video of themselves with your product
and pick a winner based on creativity or whoever can get the most
likes or shares. The winner will then be dubbed the Fan of the
Week. This
Social Media Contests 9 is a great way to encourage your users
to share their own content and simultaneously promote your page.
Testimonials A great way to gather good press for your business and
generate more social media followers is to ask users for
testimonials. Ask them to post their best or most interesting story
with regards to your business. Maybe it was a time when the staff
was particularly helpful or the user had a great experience while
using your product. You can pick one winner from all user
submissions, but use all the testimonials you have gathered on your
website or in your other marketing efforts. Make sure your users
are aware that their comments may be used for promotional purposes
to avoid potential legal issues. Trivia One final idea for social
media contests is trivia. Trivia works particularly well with
Twitter. Tweet out a question that most people would know the
answer to (i.e. something about pop-culture, not necessarily
related to your business) and offer something like a coupon code in
return for the first right answer. This is a great way to engage
with your current followers. If you want to attempt to gain new
followers this way, be ask your followers to retweet the question
or use an assigned hashtag. Conclusion Before beginning a contest,
clearly define your goals and objectives; this will allow you to
analyze the overall success. If you cannot measure the effectives
of your contest, it loses all value. Every business has unique
needs so different social media platforms and contests may not work
well for every company. Know who your audience is and what
interests them. Engage participants throughout the contest and
encourage them to interact with your brand. If done effectively,
contests can increase your small businesses value to consumers and
build long lasting brand loyalty.
Social Media Contests 10 About the Authors Jessica Chambers and
Justin Wylie are both students at Elon Universitys Interactive
Media M.A. program. Upon graduating, Chambers hopes to work as a
content developer and in SEO while Wylie is entering the field of
web design. Chambers can be reached at her website
www.jesscproductions.com or on Twitter at @Jess_Chambers. Wylie is
available at www.justintwylie.com or on Twitter at @JWylie15.
Social Media Contests 11 References 10 Creative Contests
Powered by Social Media
http://mashable.com/2009/08/11/social-media-contests/ 12
Last-Minute Facebook Holiday Contest Ideas
http://socialmediatoday.com/1976156/12-last-minute-facebook-holiday-contest-
ideas 15+ Stats to Know Before Running Your Next Social Media
Contest
http://blog.hubspot.com/marketing/social-media-contest-stats-infographic
How to Run a Successful Social Media Sweepstakes
http://www.socialmediaexaminer.com/social-media-sweepstakes/#more-49242
Online Marketing for Small Business
http://blog.wishpond.com/post/48526277907/6-contest-deas-and-examples
Slide Show: 6 Stellar Social Media Contests
http://www.cmo.com/content/cmo-com/home/slide-shows/slide-show-6-stellar-
social-media-contests.html