keynote - facebook for multinational brands
DESCRIPTION
Promotions (contests and sweepstakes) have become a proven way to acquire and engage fans on Facebook. The challenge for many large enterprises is how to easily create, launch, manage and administer these campaigns across hundreds of Facebook pages. Starwood Hotels and Resorts Worldwide has over 1,000 separate Facebook pages representing their hotels and resorts in 10 different languages around the world. This presentation will delve into the multinational hotel company's Facebook goals and strategies and the pain points they experienced and overcame along the way. Presenter Justin Holmerud, Global Social Media Manager, Starwood Hotels & ResortsTRANSCRIPT
©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
Social Contests and Sweeps for Multinational Brands
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Starwood Background
Brands
Hotel Pages
Hotel Pages
Hotel Pages
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The Problem
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Solution Objectives
Solution Objectives
Indemnifies
Terms
Self-Serve Platform
Set Limitations
Ensure Fulfillment
Establish Workflow
Multiple Languages
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Key Limitations: Contests vs. Sweepstakes
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Key Limitations: Consistent Prizing
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Key Limitations: Promotion Types
CONTEST/SWEEPS TYPE PROMOTION GOALS
Enter to Win New fan acquisition
Trivia/Quiz Audience engagement
Photo Contest/Sweeps Generating UGC
Survey / Poll Customer intelligence
There are a variety of reasons to run a promotion, some of those match up with different promotion types.
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Key Limitations: Network Selection
Icons via Social Media Delivered
The Solution
The Solution
Promotion Creation
• Simple creation flow
• Design customization
• Multiple language
• Rules template
• Workflow & permissions
The Solution
Analytics & Reporting
• Engagement
• Demographics
• Viral impact
• Web metrics
• Mobile vs. desktop
• Custom question breakdown
Sheraton Maui 50th Anniversary
Objectives
• Support the 50th Anniversary
• Build loyalty with the hotel
• Reward loyal guests, find new fans
Results
• 725 Entries
• 425 New Fans
• Significant sharing & discussion
Sheraton Toast Around the World
Objectives
• Support global Sheraton initiative
• Aggregate UGC from around the globe
• Build awareness of brand programming
Results
• 366 Entries
• 1,153 New Fans
• Significant sharing & discussion
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Promotion Statistics & Best Practices
Recommended Timing30-45 days for sweepstakes 60-90 days for contests
Promotion Types60% Sweepstakes 40% Contests
Average Fan Growth (big and small brands)2,378 new fans (in like/follow gated promotions)
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Promotion Checklist
What is the objective of this?
Is there an event or reason to have a promotion?
Do I have someone who can answer fan questions?
Do you have a marketing strategy to promote it?
Do you have a post-promotion marketing strategy?
Key Learning
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Key Learnings
Don’t make the barrier of entry too difficult
If you don’t hit expectations, tweak the strategy and try again
Ensure you have a marketing plan in place prior to launch
Sweeps vs. contests generate very different feedback