Tips for creating online contests. Examples from San Diego's Balboa Park.

1. ONLINE MARKETING WITH BPOC
PRODUCING ONLINE CONTESTS
APRIL 10, 2013
San Diego Hall of Champions
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

2. BUT FIRST, A QUICK OVERVIEW

3. WHAT WE DO
Digital Media
• Websites (mostly Drupal)
• In-gallery kiosks & touch-tables
• Video production
• Mobile tours
• Collections digitization & online access
IT Support
• Desktop, server
• Infrastructure support (including
Balboa Park public WiFi)
Park-wide Online Communications
• Balboapark.org
• Mobile apps
• Social media, blogs, media partnerships
• Outdoor kiosks (software)
• Google AdWords
• In dev: 2015, Conservancy

4. A FEW RECENT PROJECTS

5. WHY CONTESTS?
A FEW CASE STUDIES

7. TOP DOG
• Engaged visitors
• Exposed people to different
aspects of the park
• Increased media exposure
• Increased website traffic
• Increased email list
• Augmented photo library
“This was such a fun project…we have walked
through the park since we were kids and still find
treasures even today! We took so many fun photos it
was very hard to select just one.”
“We had fun taking her to the Park and we have
some photos that will make us smile when we look
at them, and maybe that's worth more than her
making your final five.”
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

9. KID’S EYE VIEW OF THE PARK
• Similar outcomes, with more
of a focus on families
• Very popular among
homeschool crowd
• Also drew submissions from
school groups
• Less of an increase in web
traffic because of private
judging
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

10. And over at the Zoo…

11. Video contests = not as popular

12. CONSIDERATIONS
• GOALS
• Educate?
• Publicize a particular program
or exhibit?
• Increase web/social/email
engagement?
• THEME
• People need guidance
• PRIZES
• PARTICIPANTS
• Limit by age?
• Number of submissions per person
• What other info do you want to
collect (req. fields)?
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

13. CONSIDERATIONS (cont’d!)
• JUDGING PROCESS
• If private, who will judge?
• If public, are log-ins required?
• RULES
• Editing OK?
• Filters OK?
• Images of people OK?
• PROMOTIONS
• Possible partners – schools, associations, other
museums, media outlets?
• FUTURE USE
• Make it easy for yourself while respecting artists
• TECH ASPECTS
• Host on your website?
• Use Instagram, etc.?
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

14. SCHEDULING
• SET-UP TIME (if working w/Balboapark.org,
please provide at least 2 weeks’ notice)
• LAUNCH DATE
• SUBMISSION PERIOD (allow at least 3 weeks)
• VOTING PERIOD (allow at least 1 week)
• ANNOUNCEMENT DATE (people put it on
their calendar!)
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

15. SOCIAL MEDIA RULES
Research social media platform rules before launching public contests.
For example, Facebook says:
E. Promotions
If you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible for the lawful
operation of that promotion, including the official rules, offer terms and eligibility requirements (e.g., age and residency restrictions), and
compliance with regulations governing the promotion and all prizes offered in connection with the promotion (e.g., registration and obtaining
necessary regulatory approvals). Please note that compliance with these guidelines does not constitute the lawfulness of a promotion.
Promotions are subject to many regulations and if you are not certain that your promotion complies with applicable law, please consult with an
expert.
i. Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App.
ii. Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.
iii. You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking
a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall
post, or commenting or uploading a photo on a Wall.
iv. You must not use Facebook features or functionality as a promotion’s registration or
entry mechanism. For example, the act of liking a Page or checking in to a Place cannot
automatically register or enter a promotion participant.
v. You must not use Facebook features or functionality, such as the Like button,
as a voting mechanism for a promotion.
vi. You must not notify winners through Facebook, such as through Facebook
messages, chat, or posts on profiles (timelines) or Pages.
vii. Definitions:
a. By “administration” we mean the operation of any element of the promotion,
such as collecting entries, conducting a drawing, judging entries, or notifying winners.
b. By “communication” we mean promoting, advertising or referencing a promotion
in any way on Facebook, e.g., in ads, on a Page, or in a Wall post.
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

16. DRUPAL-BASED CONTEST
MODULE
(web demo)
Available on github: https://github.com/balboapark
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

17. CONTACT
MAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRS
BALBOA PARK ONLINE COLLABORATIVE
Phone: (619) 819-9200
Email: mdougherty@bpoc.org
http://www.bpoc.org
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org