webinar deck (killer promos) may 24, 2012
TRANSCRIPT
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@zachmangum@grosocial
facebook.com/grosocial
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• Why run a Facebook contest/promotion?
• What type of promos work?
• What item(s) should you offer?
• What should your app design look like?
• What elements make a promo/contest go viral?
• How do you get promo viewers and entrants?
WHAT WE’LL COVER
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WHAT’S A FACEBOOK PROMO?
Photo ContestsVideo ContestsTraditional PromotionsLike/Fan-Gates
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WHY RUN A CONTEST/PROMOTION?
•They work!We’ll show you some proof a little later...
•Consumers expect it from you#1 reason why consumers choose to interact with brands on Facebook
•Your competition is stiff!Friends, family, photos, news, games/apps, etc.
•They’re fun & memorableOver 95% of interactions happen in the News Feed!
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WHAT PROMO TYPE WORKS BEST?
•Traditional Sweepstakes/PromotionThe tried and tested way of getting fans on Facebook
•Photo/Video ContestsA bit harder to execute, but if done properly, virality is likely
•TIP: play on trends and seasonalityHarry Potter, March Madness, Local Sports Teams, Local Events, Back-to-School, Summer Fun, 12-Days of Christmas, 4th of July, etc.
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TRADITIONAL SWEEPSTAKES/PROMO
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PHOTO/VIDEO CONTESTS
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DIGITAL DOWNLOADS
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WHAT ITEM(S) SHOULD YOU OFFER?
The most universally interesting item(s) possible
• Gift cards
• Trendy Gadgets
• Cash
Don’t be a cheapskate!!!
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WHAT SHOULD YOUR APP LOOK LIKE?
•Keep it simple!If you use a template, generally speaking, stick to it (they’re tried & tested)
•Clear call-to-actionMake it obvious!
•Image-heavy, light on textPictures/images are a lot more interesting than copy
•As few steps as possibleDon’t make participants jump through hoops just to enter--make it easy
•If necessary, get some helpIf you’re just not getting it right, swallow your pride and get some help
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WHAT MAKES A PROMO GO VIRAL?
•Incentivized sharingYou can’t require it, but you CAN incentivize it
•Visual contentThis is why photo contests work so well
•Play on emotionsA wise woman once told me: “kids, pets, and sex sell”
•An initial (and periodic) jumpstartCreating the app/promo/contest is just the beginning...
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HOW DO I GET PEOPLE TO ENTER?
•EmailIf you don’t have a list, start with your personal email & social contacts
•Group-style promotionsYou scratch my back and I’ll scratch yours
•Cut-outs & flyersIf you have a physical location, of course
•Facebook AdsTargeting via Facebook Ads is pretty impressive
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HOW ABOUT A CASE STUDY?
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THE PROMO, EXPLAINED
Played on seasonal trendsLike-gated the promoSolid prizeSimple, three step processClear call-to-actionLots of images
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THE RESULTS & EXECUTION
6.4 fans per day (before)
5,036 fans at launch
393.6 fans per day (after)
21,708 shares, 9,337 emails!
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I’VE GOTTA PITCH YOU SOMETHING!
•http://customizer.grosocial.comCreate your first (or second, or third, or...) promo/contest--it’s easy
•Email [email protected] if you need helpOur design costs are affordable and our work kicks butt