7 steps to a successful social media giveaway (step 1)
TRANSCRIPT
A few years ago, I made a $10,000 giveaway mistake.
I wrote about it here: www.medium.com/@claytonjay101
I did not capitalize on the momentum it created.
If the giveaway had been done properly, it would have: 1.Generated new social media followers 2.Re-‐energized exisBng social media followers.
It did neither…
If I were to do the same giveaway again, I would:
1.Run giveaway for 30–45 days
2.Use Facebook as the social network where customers sign up for the giveaway.
3.Share a Facebook giveaway themed post each week. Each one would require anyone who wants to enter the giveaway to “Like” the company Facebook page and share that Facebook post.
4.Use a Facebook Live broadcast to pick and announce the winner on giveaway announcement day.
NOTE: A customer would be allowed to enter the giveaway as many Bmes as they want. For example, if there were six giveaway themed Facebook posts, a customer could enter the giveaway six Bmes.
There would be seven steps to my new giveaway promoBon plan: Step 1 — Announce upcoming giveaway.
Step 2 — Launch giveaway.
Step 3 — Promote giveaway.
Step 4 — Announce the winner.
Step 5 — Launch post-‐giveaway content sharing campaign.
Step 6 — Announce next upcoming giveaway.
Step 7 — Repeat steps 2–6 above.
Over the next few weeks, I will share the details of my plan, step by step, with samples of all the content I would create and share.
Let’s start with step 1: Announce Upcoming Giveaway
One of the major things I would do differently is to uBlize all available communicaBon channels. In my case, there were seven:
1.Social media (Facebook, Instagram, Snapchat, YouTube, Twi]er, Gab and LinkedIn)
2.Dealer network
3.Direct sales force
4.Co-‐markeBng partners
5.Industry publicaBons and industry websites
6.Email markeBng to customer list
7.All hands on deck
1. Social Media
Since the content posted on each social network would be different, this step will contain a lot of detail and content examples. All secBons are organized by days prior to giveaway launch.
One week prior to giveaway launch
1. Social Media
Upload and share a 30 second video WITH capHons that a big giveaway is coming next week. This video would contain subBtles since almost 90% of videos viewed on Facebook are viewed the volume off while on Twi]er and Instagram, videos start playing with no sound.
Facebook, Instagram and TwiLer
One week prior to giveaway launch
Upload and share a 30 second video WITHOUT capHons that a big giveaway is coming next week.
YouTube
One week prior to giveaway launch
LinkedIn and Medium
One week prior to giveaway launch
Compose an arBcle with sparse details on the giveaway and insert a link for the 30 second YouTube video.
Share the YouTube video with this message: “Coming next week, an out of this world giveaway is about to launch. Like our Facebook page at www.Facebook.com/thecompany and don’t get lee behind”
Gab
TwiLer
One week prior to giveaway launch
Share a picture that says “7 Days UnBl Giveaway Launch” with a Twi]er message to view the pinned video in the top of the company account.
Instagram Stories
One week prior to giveaway launch
Share a picture that says “7 days unBl giveaway launch” then another picture with the giveaway at the bo]om right and the company username.
Snapchat
One week prior to giveaway launch
Share a picture that says “7 days unBl giveaway launch” then another picture with the giveaway at the bo]om right and the company username.
Six days prior to giveaway launch
1. Social Media
Facebook, Instagram, LinkedIn, TwiLer and Gab
Six days prior to giveaway launch
Post a picture that says “6 Days unBl giveaway launch” with company branding at the bo]om lee and a picture of the giveaway in the bo]om right counBng down every day unBl giveaway launch.
Instagram Stories
Six days prior to giveaway launch
Share a picture that says “6 days unBl giveaway launch” then another picture with the giveaway at the bo]om right and the company username counBng down every day unBl giveaway launch. This would be the same combo as seven days before with Instagram Stories.
Snapchat
Six days prior to giveaway launch
Share two pictures to the company’s Snapchat Story. One that says “6 days unBl giveaway launch” then another picture with a link to the company Facebook page to get more informaBon. This would be the same combo as above with Snapchat.
One day prior to giveaway launch
1. Social Media
Facebook, Instagram, LinkedIn, TwiLer and Gab
One day prior to giveaway launch
Post a picture that says “1 Day UnBl Giveaway Launch” with company branding at the bo]om lee and a picture of the giveaway in the bo]om right.
2. Dealer NetworkNOTE: This giveaway would give me another good reason to
call the dealer network.
Two weeks prior to giveaway launch
2. Dealer Network
Two weeks prior to giveaway launch
Call each dealer principle and each dealer sales person about giveaway and explain how customers can sign up.
Encourage each dealership to share the company’s giveaway-‐themed Facebook posts, Tweets or any other giveaway-‐themed communicaBon with their social media followers.
Immediately aeer phone calls, send giveaway email instrucBons and thank you to each dealer principle and each dealer sales person.
Two weeks prior to giveaway launch
Email to dealer principles and dealer sales people aeer phone calls:
Two sample emails and electronic handout for dealer packet referenced in previous
email are next
Two weeks prior to giveaway launch
Email for dealer to send to their customers and announce giveaway:
Two weeks prior to giveaway launch
Email for dealer to send to their customers on giveaway launch day:
Two weeks prior to giveaway launch
Handout for dealer to print or email to their customers aeer giveaway launch:
One day prior to giveaway launch
2. Dealer Network
Send email reminder to each dealer principle and each dealer sales person that giveaway
launches the following day.
One day prior to giveaway launch
3. Direct Sales ForceSame as dealer network plan except the whole sales team would meet to discuss the giveaway instead of me calling
each sales person.
4. Co-‐MarkeKng PartnersSame as dealer network plan.
NOTE: Co-‐markeBng partners are companies that sell aligned products which do not directly compete.
5. Industry PublicaKons and Industry Websites
One or two months prior to giveaway launch
5. Industry PublicaCons and Industry Websites
One to two months prior to giveaway launch
Contact all industry publicaBons and industry websites:
•Offer a giveaway press release for their magazine or website.
•Ask about doing a follow-‐up arBcle for them aeer the giveaway.
•Encourage them to share the company’s giveaway themed posts across each social network with their followers.
Giveaway press release sample:
One to two months prior to giveaway launch
One day prior to giveaway launch
5. Industry PublicaCons and Industry Websites
One day prior to giveaway launch
Send email reminder to each industry publicaBon and industry website that giveaway launches the following day.
NOTE: An industry publicaBon might or might not give you free promoBon in their printed magazine, however, they might have a different view with social media since it’s simpler to share and the goal of social media markeBng is to bring value to your followers.
6. Email MarkeKng to Customer List
One week prior to giveaway launch
6. Email MarkeCng to Customer List
Send brief email to customer list announcing giveaway:
One week prior to giveaway launch
7. All Hands on Deck
One week prior to giveaway launch
7. All Hands on Deck
Meet with non-‐sales team personnel who communicate with customers. Explain the giveaway and ask them to tell each customer they talk to about signing up for the giveaway.
One week prior to giveaway launch
One day prior to giveaway launch
7. All Hands on Deck
Send email reminder to each non-‐sales person that giveaway launches the following day.
One day prior to giveaway launch
Next week is step 2 -‐ Launch Giveaway
Find me here:
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@claytonjay101
.com/asiLearnDigitalMarketing