Bored with Sweepstakes? Get Inspired for Your Next
Promotion#smwsweeps
1
2
Nikki HalcombSocial Promotion ExpertPremier Business Solutions@PBS_SB
• Promotions Management• Loyalty Programs• Fulfillment
3
Kelley WhalenAccount Supervisor – PR/Social MediaHY Connect@hyconnect@kelleyliz
For the next Hour…
A Primer on Promotions
Get Inspired
What’s Ahead
Q&A
4
60% of US consumers have
purchased a brand because of a promotion
IMI international
80% of consumers have
entered a sweepstakes
eMarketer
82%of consumers will
exchange personal info for a chance to win
Jupiter Research
Promotions Deliver Results
Sweepstakes• Random winner from
all entries.• Good for volume.• Low barrier to entry.
• A defined set of criteria determines winner.
• Good for engagement.• User generated content.
6
Contest
Know the Difference
Start by Defining What You Want to Accomplish
7
Fan Engagement
Fan V
olu
me
Data Collection
Don’t Have Channel Bias
8
Facebook Engage your communityTwitter EventsYouTube Videos, talent or how-to contentVine Quick interactionsInstagram Is your target young?Pinterest Is your target women or moms?
9
Public VotingModeration of public facingentries.
More engagement, lesscontrol.
Requires a distinct entryand voting period.
How Will People Learn About Your Promotion?
Integrated marketing campaigns
Incentives for sharing
Partnerships
Celebrity judges
Support a Cause
???
10
Your Fans Want the Fine Print
11
Official Rules
When it Comes to Rules…
12
• Balance the risks vs. the rewards.
• FTC regulations – what do they mean?
• Each social channel is different with unique guidelines.
• Give yourself enough time to establish good rules.
The FTC Wants
Promotions Identified
as Such
13
#WanderingSole
#Contest#Sweeps
#Giveaway
60% of US consumers have
purchased a brand because of a promotion
IMI international
80% of consumers have
entered a sweepstakes
eMarketer
82%of consumers will
exchange personal info for a chance to win
Jupiter Research
Promotions Deliver Results
Creating Memorable PromotionsA M U S E
15
Creating Memorable Promotions
#1 - Award
16
What Do Your Fans Really Want?
#1 reason people connect with brands on social is for incentives.
Product, Discounts, Experiences, Behind-the-Scenes access, Recognition, ???
17
Crate & Barrel Ultimate Wedding
Bigger prizes allow you to ask more from entrants.
18
Doritos Crash the Super Bowl• Largest online video
contest, run at least one fan made video during the Super Bowl.
• Thousands of submissions each year. Much more in earned media.
19
Indiana University Health Go Wild for Same-Day Appointments• Tickets to local zoo.• In newsfeed, simply
like to enter. • Bitly to rules.
20
Creating Memorable Promotions
#1 – Award#2 - Messaging
21
What would you rather win?
An all-expense paid trip.
22
The best job in the world.
Queensland Best Job in the World
• 6 month stint in Australia
• 150K “salary”
• In first week - 4 million web hits, 2,000+ :60 video entries
• International press
23
Queensland Best Job in the World
24
Patagonia Environmental Pledge
• Campaign broke on Black Friday.
• Broke down environmental impact of its most popular jacket, then asked people to take a pledge to reduce consumption.
25
Reflect brand voice.
26
Creating Memorable Promotions
#1 – Award#2 – Messaging#3 - Unselfish
27
#1 reason people use social media is to stay in touch with friends, not brands.
28
Brand-Centric Backfires
#MyNYPD
29
Forbes: When Hashtags Become Bashtags
30
Dove Real Beauty Should Be Shared
31
Build in a Cause
87% of consumers would switch from one brand to another based on the other brand supporting a good cause.
32
Corporate Benefits
Charitable
Benefits
Consumer
Benefits
Cause Marketing Meets Promotion
33
People are motivated by good causes.
ALS Ice Bucket Challenge
Wahl Dirty Dog Contest
• After a 1-month entry period, Wahl chose 25 finalists.
• Then fans decided winner by voting once daily during 2-week voting period.
34
Creating Memorable Promotions
#1 – Award#2 – Messaging#3 – Unselfish#4 - Simple
35
The average adult attention span is 2-8 seconds.
36
Apply the BS Test
Would your friends enter?
37
Chipotle Wrap What You LoveSimple brand tie-in keeps you part of the promotion.
38
#WahlGroomedContest
• User generated content contest.
• Upload a photo with hashtag to Facebook, Twitter or Instagram.
• 1 winner will selected each week to receive a Wahl trimmer.
39
#WahlGroomedContest
• Long-term contest, extends a mobile tour.
• Offerpop helps us manage entries.
• Challenges with Facebook hashtags.
40
Creating Memorable Promotions
#1 – Award#2 – Messaging#3 – Unselfish#4 – Simple#5 - Entertain
41
Talk Value• People turn to social media
for entertainment and to kill time.
• If your promotion resonates, gives people a good experience, they’ll be more likely to pass along to friends.
42
DELSEY Travel Wish• Create a board of
the places you want to travel.
• Win $350 airfare and luggage.
• Tapped travel bloggers to judge boards.
43
Explore Brand and Consumer Truths
If you can shape a promotion around something you know fans are already doing, or enjoy joking about, it will be more likely to go viral.
44
JetBlue Election Protection
“I swear I’m leaving the country if x wins.”
• 50+ million in PR impressions.
• 100,000+ entries• Limited budget.
45
Do Us a Flavor
“Why isn’t _____ a chip flavor?”
46
• 3.8 million submissions, 1 million votes.
• 8% sales increase.
What’s Ahead
47
Do make promotions part of strategic, annual planning.
48
Budget to boost your promotion.
49
Budget for great creative.
50
Tap into real-world events.
51
Surprise and delight your super fans.
52
53
Favorite Vendors
Questions or Comments?
54
#SMWsweeps
