7 steps to a successful social media giveaway (step 3)
TRANSCRIPT
The giveaway has been launched.
The clock is 5cking un5l the winner will be announced with a Facebook Live broadcast.
Step 3 covers specifics of how the giveaway would be promoted up un5l a winner is announced.
Before I go into specifics, here is a brief reminder about the giveaway structure and promo5on plan.
(Skip ahead if you have seen this before.)
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 5mes as they want. For example, if there were six giveaway themed Facebook posts, a customer could enter the giveaway six 5mes.
There would be seven steps to my new giveaway promo5on 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.
Like I did with step two, I will share the details of my plan, step by step, with samples of all the content I would create and share.
Let’s pick it up with step 3: Promote Giveaway
I would u5lize eight communica-on channels:
1.Social media (Facebook, Instagram, Snapchat, YouTube, Twi\er, Gab and LinkedIn)
2.Dealer network
3.Direct sales force
4.Co-‐marke5ng partners
5.Industry publica5ons and industry websites
6.Email marke5ng to customer list
7.All hands on deck
8.Company website
1. Social Media
This sec5on is grouped by week and when I would post/share content.
Week 1
1. Social Media
Giveaway launch day.
Monday
Week 1
Wednesday Instagram, TwiAer, LinkedIn and Gab
Week 1
Post a giveaway reminder picture with number of days lec to enter un5l a winner is announced.
Create a sequence of pictures and videos in Instagram Stories to remind people to enter the giveaway. Communicate at the end of the sequence how many days are lec to enter. Sequence would be similar to this video.
Thursday Instagram Stories
Week 1
Create a sequence of pictures and videos in Snapchat to remind people to enter the giveaway. Communicate at the end of the sequence how many days are lec to enter. Sequence would be similar to this video.
Friday Snapchat
Week 1
Friday TwiAer and Gab
Week 1
Post some varia5on of this giveaway reminder message and communicate how many days are lec to enter:
Enter to win our $10,000 giveaway by visi5ng our Facebook page at www.facebook.com/thecompany. 25 days lec to enter!
By The Way…Follow me on Snapchat if you are not already.
I talk about digital marke5ng every week and also make mildly amusing jokes (even my wife thinks they are funny).
Week 2, 3 and 4
1. Social Media
Back to the ac1on
About Weeks 2, 3 and 4
Weeks 2, 3 and 4
These weeks would follow the same format as week 1 but I would vary the content and messaging each week so as not to say the same thing but get the same message across. The only difference is each week would see posts on Facebook, Twi\er and Gab each Monday.
Monday Facebook
Weeks 2, 3 and 4
Post on Facebook either a picture or video to promote giveaway.
Facebook post descripLon: **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**
Our $10,000 giveaway launched last week. For the next 23 days, you can enter to win a Model Alpha valued at $10,000.
In order to enter the giveaway: 1. “Like” our Facebook page 2. Share this Facebook post NOTE: There will be three more Facebook posts (one per week) marked **SHARE FACEBOOK POST FOR ONE GIVEAWAY ENTRY**.
You will receive an addi5onal giveaway entry for each of these posts you share. The winner will be announced with a Facebook Live broadcast 23 days from today. Make sure to tell your friends so they don’t miss out!
Monday TwiAer and Gab
Weeks 2, 3 and 4
Post some varia5on of this giveaway reminder message and communicate how many days are lec to enter:
Our $10,000 giveaway can be entered by visi5ng our Facebook page at www.facebook.com/thecompany. 23 days lec to enter!
Tuesday -‐ Friday
Weeks 2, 3 and 4
Similar content to week 1 with varied pictures, videos and descrip5ons that communicate the same message.
Week 5
1. Social Media
Monday
Week 5
Similar content to weeks 2-‐3 with varied pictures, videos and descrip5ons that communicate the same message.
Wednesday
Week 5
Pick the giveaway winner live with a Facebook Live Broadcast.
By The Way…Follow me on Instagram if you aren’t already
I post about digital marke5ng every week and also share pictures of my way-‐be\er-‐looking-‐than-‐me son/family.
@claytonjay101
2. Dealer Network
Halfway into the giveaway, I would do two things:
1.Call each dealer marke5ng person, get feedback about how the giveaway was going and how their customers were responding.
2.Send an email to the whole dealer network reminding them that the giveaway is halfway done.
Email halfway through the giveaway:
A day before the giveaway winner is announced, I would:
1.Send an email to the whole dealer network reminding them that the giveaway winner will be picked tomorrow.
Email a day before giveaway winner is announced:
3. Direct Sales ForceSame as dealer network plan but instead of sending emails, I
would call all sales people.
4. Co-‐Marke>ng PartnersSame as dealer network plan.
NOTE: Co-‐marke5ng partners are companies that sell aligned products which do not directly compete.
5. Industry Publica>ons and Industry Websites
With every publica5on and website that expressed interest in promo5ng the giveaway with our press release or on social media, I would send an email:
1.At giveaway halfway point 2.One day before a winner is announced
Email at giveaway halfway point:
Email day before giveaway winner is announced:
6. Email Marke>ng to Customer List
Send email halfway through giveaway.
Send email one day before winner is announced.
7. All Hands on Deck
Send email halfway through the giveaway to remind all Company team members that have contact with customers
about the giveaway.
Send email one day before winner is announced.
8. Company Website
Keep the company website the same as giveaway launch day with the special header at the very top.
TIPMy website design has the menu on the bo\om of the mobile (phone) web browser since it is easier to reach with your thumb when scrolling with one hand.
TIPThis website example is mobile first. What I mean by “mobile first” is I have priori5zed how the website looks/func5ons in a mobile web browser over a desktop web browser. Mobile (from your phone) internet and social media traffic has a higher volume than desktop (from your computer) traffic.
Stats from Digiday that show traffic volume of desktop vs. mobile internet consump5on.
Next are Steps 4-‐6 -‐ Announce the Winner, Launch Post-‐Giveaway Content Sharing
Campaign and Announced Next Upcoming Giveaway.
Find me here:
www.snapchat.com/add/
@claytonjay101
.com/asiLearnDigitalMarketing