TabSite slides from the Webinar Presentation, "Maximizing Facebook Marketing with Contests and Promotions". Covers Contests, Deals / Offers, Sweepstakes and Multi-Social Network promotions for Facebook Pages. Includes tips on selecting the right type of promotion and best practices for maximizing exposure.
Scaling API-first – The story of a global engineering organization
Maximize Facebook Marketing with Contests and Promotions on Pages
1. Webinar: July 27, 2011
Webinar
“Maximizing
Facebook Marketing with
Promotions and Contests”
Mike Gingerich
TabSite Co-founder
Facebook.com/TabSite www.TabSite.com
2. Webinar: July 27, 2011
Video Replay
Available
www.TabSite.com/webinars
see January 17, 2013 video
3. Webinar: July 27, 2011
Webinar
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Agenda:
• 4 Main Types of Promotions for Pages
• How to Select Best Promo Type for Use
• Strategies for Page Promo Engagement
• Best Practices / Mobile Users
• Question & Answer / Winner of TabSite
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Why Promotions for Pages?
• 79% of Facebook fans are more likely to
purchase from a brand they have Liked
• Promotions and Game tools draw people in
to a page. It’s a reason to come.
• Promotions lend themselves to Like’s,
Comments, and Shares. ENGAGEMENT+
• Promotions are social. Promotions are fun.
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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The 4 Primary Types of
Facebook Promotions
1. Sweepstakes
2. Deals and Offers
3. Contests
4. Multi-Social Network Promos
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Sweepstakes
•Chance-Based
•Random winner
•Simple Entry Process
•Great Lead Capture
• Can work for many
Industries
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Sweepstakes
• Share first
• Then enter
Friend Share
Deal Reveal
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Deal / Offer
•Like to Access
•Share to Access
•Simple Process
•Can be Lead Capture
• Can work for many
Industries
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Deal / Offer
•Share to Access
• Simple Process
• Everyone Wins
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Contests
•Photo, Video
•Essay, Tagline
• More Engagement
• Better Qualifying
Of Entrants
• Fan or Judge Vote
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Contests
•Entrants Share
• Voters Share
• = More Action
• Better Qualifying
Of Entrants
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Contests
• 2 Stage option
(Round 1 & Finals)
• Admin only option
• Get Fan Content
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Video Contests
• More involved for
Entrants
• Make prize worth
The effort
• May need longer
runway to enter
• Set voting to 1x / day
To get returnees!
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Multi-Social Network Promos
•Means: Facebook + Another Social Network
such as
• Can increase community / traffic of both
• A way to build presence on 2nd Network
• Powerful synergy can take place!
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Instagram
Contest on
Facebook
FB.com/BNcollege
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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How to Select the Right Promo
•What is your Goal?
•Capture Email address info?
•Get fan image content with your product?
•Build following on other social network?
DETERMINE YOUR GOALS
FOR THE PROMOTION
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How to Select the Right Promo
•What does your product/service lend itself
to for a promotion to make sense?
• Is your audience capable of video?
• Is your audience using Pinterest?
• How Big / Small is your Reward?
IDENTIFY TARGET AUDIENCE!
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Keys: Sweepstakes, Coupons, & Deals
•Offer lowest barrier to entry
•Quick way to gain fans
•Easy way to build Email list
•Each user interacts with it typically once
for a deal, perhaps multiple times if
sweepstakes allows 1 entry per day
Offer to Everyone or Offer to 1 Winner?
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Keys for Contests:
•Photo contest requires modest work
•Video / Essay Contests require most work
for Entrant to prepare
•Best interaction because entrants interact
and they solicit voters to vote
Your Content, User Content? Goal?
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Keys for Contests:
• Allow voting 1x per day to keep them
coming back to vote!
• Time length must not be too long / short
•Setup so that repeat visits occur!
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Keys for Multi-Social:
•Make crossing-over seamless
•The other network must be used by a
critical mass of your fans already
•Largely image based. Not for videos or
essays for sure.
•Are your fans on that Network?
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Majority of Time
spent
on Facebook
is spent in the
News Feed.
Twitter Hashtag: #TabSite Facebook.com/TabSite www.TabSite.com
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Add Tab App 111 x 74 image On Timeline
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Best Practice
IMAGE POST
WITH
DESCRIPTION
AND
SMART URL IN
BODY OF POST
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Best Practice Pin or Highlight Post
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Smart URL that is Mobile Friendly
https://www.facebook.com/SchwarzkopfProfessionalUSA/app_317355118338012
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Smart URL that is Mobile Friendly
Promotional Tools area
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Schedule Posts for Prime Times
Use Facebook’s Page Scheduler or
Tools within TabSite
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Schedule Posts for Prime Times
Promotional Tools area
Use Facebook’s Page Scheduler or
Tools within TabSite
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Best Practices
LINK TO SPECIFIC TAB FROM YOUR SITE
Not simply your Facebook Page URL!
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BEST PRACTICES:
• Announce Upcoming Promo
• Announce Launch of Promo
• Repeat Launch Announcement
• Daily Reminder Posts
• Update on Status Post
• Nearing End Posts
• Announce Winners Posts
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When to Post is Critical to Success
Brands posting outside of business hours
had 20% higher engagement rates
Source: Buddy Media: Strategies for Effective Facebook Wall Posts
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When to Post is Critical to Success
Links posted from 1pm to 4pm
result in the highest clicks
Peak time of the week is…..
Wednesday at 3pm
Source Bitly, May 2012
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Use the App Social Sharing features!
To Promote
On Facebook
Twitter
G+
Pinterest
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Thanks for
joining me today!
www.Facebook.com/TabSite
www.TabSite.com
@Mike_Gingerich
41. Webinar: July 27, 2011
Video Replay
Available
www.TabSite.com/webinars
see January 17, 2013 video
Hinweis der Redaktion
Pros of using a sweepstakes:Low barrier to entry (simple form completion)Can work for a wide variety of industriesSweepstakes can gather key user information, such as email or location, important for future marketingCons:Because little is required for entry, there may be more entries that are outside of the target customer profileUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
Cons:Because little is required for entry, there may be more entries that are outside of the target customer profileUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
Cons:Because little is required for entry, there may be more entries that are outside of the target customer profileUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
Pros of using a deal:Low barrier to entry (simple task completion)Expands reach to additional social networks—This can help the Page reach a wider audience or another type of audience than currently reachedCan work for a wide variety of industriesPages get something of value in return, such as further exposure, a like or an email address
Cons:Again, low barrier to entry means those accessing may or may not be your target clientUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
Cons:Again, low barrier to entry means those accessing may or may not be your target clientUsers can potentially enter more than once by using different email addressesThere is often limited additional engagement tied to the promotion once a visitor has entered
Pros of using a contest:More opportunity for engagement—Entrants are one segment of those participating, while those coming to view entries and vote are another participating group. Together, this can add more overall reach, exposure and interaction to the Page.Entrants are motivated to share with friends—Entrants want votes, so they extend the reach of the contest to their network of friends asking for their vote. This social sharing by entrants to their friends increases the overall reach of the contest. In addition, this friend-to-friend introduction of a Page by an entrant can be a positive referral mechanism. It can add trust and credibility to the Page and its products and services via the friend’s invitation to vote.
Access to user-generated content—If the promotional rules outline that the entries can be used by the company holding the contest, this can be an excellent method to gather user-generated content relevant to your brand that can be used in future social marketing.
Fan voting does not mean the best entry necessarily wins—An entrant may barely meet the requirements for submission but may be phenomenal at getting the word out and drumming up voters for their entry. This can have a negative impact on the overall promotion and may cause negative comments, exactly opposite of the type of engagement you hope for!
Tips:Be very clear about what the entrant needs to submit to meet your entry criteria.The prize value should be in line with the time commitment the entrant will invest in order to develop the entry. (A $30 gift certificate won’t cut it for being required to create a 30-second video trailer that involves actors and editing!)Keep the contest moving! Do not run a month-long contest. The attention span of a Facebook user is not geared toward keeping track of an entry and voting once a day for 30 days. A better span is 5-7 days, or perhaps 10 days if it’s a two-stage contest (initial and final rounds).Set voting to once per day. This encourages entrants to get voters to come back each day, a perfect situation for your Page!
Tips:Be very clear about what the entrant needs to submit to meet your entry criteria.The prize value should be in line with the time commitment the entrant will invest in order to develop the entry. (A $30 gift certificate won’t cut it for being required to create a 30-second video trailer that involves actors and editing!)Keep the contest moving! Do not run a month-long contest. The attention span of a Facebook user is not geared toward keeping track of an entry and voting once a day for 30 days. A better span is 5-7 days, or perhaps 10 days if it’s a two-stage contest (initial and final rounds).Set voting to once per day. This encourages entrants to get voters to come back each day, a perfect situation for your Page!
Tips:Know your target audience—Is your target audience using Pinterest or Instagram already? If so, a multi-network social promotion could work well.Ensure the process is seamless—To ensure the highest completion rates, make sure the promotion is doing the work for the user and providing the best possible experience. Apps integrating OAuth for login or other integrated means to access the second service within the process (no ”open in new browser window” issues) are critical. Users must come, understand and be able to complete in short order.Be active on the second social network! Make sure your company has a solid presence on the second social network. It is of less value if you want users to tweet or pin if your brand isn’t also there to follow!
Pros of using a multi-network social promo:Extend the brand to more social locations—This type of promotion can work well for a company whose audience is active on more than one social network or for a company seeking to continue gaining Facebook traction along with expanding and enlarging visibility on Pinterest, for example.Image-driven—Images are powerful in social media and a multi-network social promo using images can capture the attention of viewers and invite engagement such as sharing and comments, all of which can serve to boost visibility and drive referral traffic.Suitable for a wide variety of businesses—A multi-network social promotion can work for apparel firms to credit unions, venues to radio stations and more.
Cons:Narrower audience—To be relevant, your audience must be users of both Facebook and the other social platform. This can decrease the number of users who participate.Not as easy to complete—The pinning, tweeting or posting could require a login to the second social network, which can increase the dropout rate.Limitations of the social network—In the case of a Facebook and Instagram multi-network promotion, the fact that Instagram does not allow desktop users to load photos can cause higher abandon rates. Users on a PC would have to switch to their mobile device to load the image to Instagram. Anything not easy can decrease follow-through.